An introduction to managing social media.

1. The Strategic Social Media Plan

2. The time for experimenting is past Now need structured approach to online management We need a process that we can recommend to clients Ensure that all the major issues have been covered Get to creating great campaigns without worrying if all the important things have been done Introduction

3. 1. Have you got hygiene - the basics before you get too far in. 2. Defense is the best form of attack - making sure your brand can't be hijacked 3. Be valued for your values - and making sure you are loved for yourbrand and corporate values 4. Watching you watching me - monitor, measure, evaluate and be able to share4. Developing cool objectives - to create the right form of heat. 5. What strategies work for you - some things you may want to do andsome you had not thought about 6. Spreading tactical crumbs - and capture your share of the £10billion internet bonanza 7. Looking under the bonnet of what's new - is it bird, is it a planeand does it fly The Seven Steps

4. Audit sites and passwords and review for opportunities List all the client web sites List al the client social media presence Look for any other online properties List all the people who tweet and blog and do stuff online for the company Here are some tools http://goo.gl/EnOEJ Look for all the people who add content about the company and make a list with comments. Set up alerts to monitor (www.glerts.com/beta) Be sure you have experts legal and security people to hand (see appendix) A big audit is big (see appendix for some of the tools available) Basic Hygiene

5. Register everything. Client need to register their name and brand across all social media sites (Wordpress & Blogger etc). You need to cover the major names/brands Need to keep access details and passwords Need to keep them very secret!!!! Don’t forget to register domain names Add the links In every social media location you need to describe the company/brand/person (e.g. CEO) and link back to the site/page that sells. Also cross link. Its good for SEO For the most part keep dark Add occasional stuff or automate (Friendfeed, http://feedity.com, http://www.feedblitz.com, Defense

6. What are your corporate/brand values You need these for Tags, meta tags, SEO, Copy , photo and design briefs To inform social media content Use values analysis To check your constituencies are contributing to reputation and not letting it drift. Values are key

7. Not at the end of the campaign but all the time. Use Monitoring to see how well your values are doing and where Develop your ‘story’ Create your target media Identify ambassadors Use monitoring to identify opportunities to Monitoring coverage (yours/competitors) Monitoring the media most valuable to your constituencies Join in the conversation Create/develop new constituencies Share your constituent’s contributions, knowledge an enthusiasm Monitor, Measure & Evaluate

8. Do not use words like ‘tell’, ‘inform’, ‘drive’ (its the wrong mindset) Be ambitious Be as precise as possible (woolly is for sheep) Objectives

9. Need for strategies to be articulated: Monitoring and evaluation strategies (not how, but what – online ‘how’ changes fast) Security Internal information and engagement Value chain/publics information/engagement Values and messages now, future and migration path Who converses with whom, when and where Issues escalation policies From Objectives to Strategies

10. Yes... Yes.... Yes... We have all heard about Facebook and Twitter. Thinking about platforms and channels Platforms - laptop[, PC, mobile phone, digital TV, Games Channels – from usenet to Xbox Kinect Lots of others Mobile (and mobile apps) Browsers Video Podcasts Images Apps Tactical Objectives Need to know what each tactic will deliver to meet smart objectives Mix ‘n Match Social media is never about one channel it is always a combination Tactics

11. A big list of Socail Media channels is here: http://ht.ly/4aU0C The introduction to Social Media PR for charities is here http://goo.gl/yDBYA Some more resources

12. Web site and digital security Steve Armstrong, Provides services to helpachieve HMG List X approval http://www.logicallysecure.com/ Legal experts Jeremy Holt co-editor of "A Manager's Guide to IT Law"published in 2004 http://www.clarkholt.com/ jeremyh@clarkholt.com Professional Professionals

13. To cover all the media/channels may have to use automated methods for spreading the word. Needs to be carefully done Not same message to same constituencies Automation

14. A paper to help Charities enter the social media world: http://goo.gl/yDBYA Some other helpful content

15. https://www.google.com/analytics/settings/home http://www.quarkbase.com/ http://www.google.com/insights/search/# http://www.google.com/trends?hl=en http://tagcrowd.com/ http://www.postrank.com/ http://www.touchgraph.com/navigator http://www.makeuseof.com/tag/6-websites-to-track-a-websites-traffic/ http://theclarityconcept.pbworks.com/w/page/22025401/FrontPage http://www.woorank.com/ https://siteexplorer.search.yahoo.com/mysites http://techcrunch.com/2007/01/16/wikipedia-search-engine-wikiseek-launches/ http://gs.statcounter.com/#search_engine-ww-monthly-200905-201006 http://www.websitetrafficspy.com/bsg.co.uk http://services.google.com/advertisers/uk/ http://sherrilynnestarkie.com/2010/04/04/social-media-gets-blame-for-pr-disasters/ http://adlab.msn.com/Demographics-Prediction/DPUI.aspx http://websitegrader.com/site/www.laithwaites.co.uk http://publigram.pbworks.com/w/page/19795747/Intalation-Instructions http://infochimps.com/ http://www.peerindex.net/ http://goo.gl/m0JmO http://wiki.kenburbary.com/ http://www.kayesweetser.com/ http://kdpaine.blogs.com/themeasurementstandard/2011/01/your-checklist-of-public-relations-measurement-checklists.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+typepad/kdpaine/themeasurementstandard+(The+Measurement+Standard:+Blo http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools/ http://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/ http://blekko.com/ http://airfoilpr.typepad.com/airfoilpr/2011/02/the-influence-of-twitter-and-your-twitter-influence.html http://publigram.pbworks.com/w/page/19795747/Intalation-Instructions http://wholinkstome.com/ http://www.sas.com/ http://adlab.microsoft.com/Demographics-Prediction/DPUI.aspx http://www.websitetrafficspy.com/bsg.co.uk http://www.slideshare.net/RCM77/social-media-monitoring-tools-evaluation-1134864 http://www.seomoz.org/article/search-blog-stats http://status.net/ http://ping.fm/ http://hellotxt.com/ http://wow.ly/ http://twiangulate.com/search/ http://followerwonk.com/ http://tickery.net/ http://klout.com/ http://goo.gl/sV1y0 http://goo.gl/9Q0FS http://goo.gl/reC3y http://www.makeuseof.com/tag/how-to-backup-your-twitter-archive/ http://socialfresh.com/social-media-audit/ http://whois.domaintools.com/ http://goo.gl/i9pai http://goo.gl/9lyK2 http://www.backtype.com/ Some resources – for when you go to work