This document discusses social media broadcasting and strategies. It provides an example of how a cathedral could broadcast its life, operations, and events on social media. Some key activities that could be broadcast include worship, ministry, heritage, music, repair works, tours, and events. The document recommends storyboarding a social media strategy. It also discusses considerations like budget, personnel needs, setting up social accounts, and choosing tools. It asks if social media broadcasting is worth investing in, and how extensively an organization might implement broadcasting - from basic social updates to full campaigns.

1. Introduction Workshop
Social Media
Digital Past 2012
Royal Commission on the Ancient and
Historical Monuments of Wales (RCAHMW)
James Mott
PROJECTBOOK FOUNDER
CREATIVECOMMS DIRECTOR
Create an ENGAGING online
presence for your brand using
social media.

2. Introduction -Workshop
Social Media ProjectBook
Information resource
• Heritage Register
• Products Directory
• Event Calendar
• Articles
• Blogs (PB, Members news & Heritage Orgs)
• News (generated from twitter)
• Directory of Organisations
Our membership
• Over 500 businesses listed on the website
• Including contractors, craftsmen and
consultants in the heritage register.
• A wide range of sector professionals ranging
from archaeologists to architects, blacksmiths to
woodworkers.

3. Digital Media Workshop
Social Past 2012
Introduction
• Short video
• The Big 4 – Linkedin | facebook | Twitter | You Tube
• The Social Media Model
• Social Broadcasting - events
Getting practical
• Developing a social media strategy and setting policy
• Setting Goals and objectives
• Determining your audience
• Your website – keeping brand continuity
• Marketing
• Monitoring your progress
• Finish

4. The Four Main Platforms
Social Media Workshop
Facebook More than 500 million active users
twitter 175 million registered users
LinkedIn 100 million members
YouTube 490 million users per month

5. Social Media Prism
Social Media Workshop

6. Video Media Workshop
Social
Social Media Revolution
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

7. Focus on: YouWorkshop
Social Media Tube
Suitable for: organisations &
businesses
Functions:
• Video sharing
• Communicate
• Inform
• Build your Brand
• Promote events
• Educate your audience

8. Focus on: Linkedin
Social Media Workshop
Suitable for: Individuals & organisations
Pages for individuals
Linkedin Groups
Business pages
Functions:
• Get Connected
• Build Relationships
• Communicate
• Inform
• Crowd Sourcing

9. Focus on: facebook pages
Social Media Workshop
Suitable for: Mostly
organisations & special
interest groups/businesses
Functions:
• Communication
• Building your Brand
• Broadcast news
• Promotions
• Promote events
• Information

10. Focus on: Twitter
Social Media Workshop
Suitable for: EVERYONE
Functions:
• Get Connected
• Build Relationships
• Communicate
• Customer Relations
• Building your Brand
• Broadcast news
• Promotions
• Promote events
• Crowd Sourcing
• Get Advice
• Collaborating
• Get referrals
• Educate your audience
• Raise awareness

11. Social Media Model
Social Media Workshop
ENGAGE AND EDUCATE YOUR AUDIENCE
Engage Inform Your Website New Content
Talk RSS | Information (Your Space) Blog
Broadcasts
News
Events
Engaged Semi – engaged Not engaged – inconsistent | info resources
AUDIENCE
50 300 650
AUDIENCE OF 1000
Engage Meet privately
Talk Regularly Contact Attend events
DEVELOP ADVOCATES | ENGAGE + NURTURE

12. Social Broadcasting
Social Media Workshop
Challenge: How to take the life, operations, events
etc. into the social sphere
Example for a Cathedral:
Activities
• Worship
• Mission
• Ministry
• Heritage
• Music
• Repair Works
• Tours
• Church groups
• One off exhibitions
• Church calendar events
Social broadcasting ranges from talking on twitter to
a full scale story boarded campaign – it will cost..

13. Promoting Events
Social Media Workshop
Engage a huge online audience for your
events and leave a legacy to promote in the future.
relatively little effort – HUGE ROI
How ??
Choose a hashtag on twitter
Create a dedicated website
Promote on twitter and other networks
Encourage people at your event to share information, pictures and comment.
Organisation to engage people online during the event
Consider live blogging, pictures, video etc.
Post event...
Embed speaker presentations onto website
Collate online conversation about the event and publish

14. Free Online Tools
Social Media Workshop

15. Website Features
Social Media Workshop
Some Practical Points

16. Social Media Strategy
Social Media Workshop
We need
a Strategy
Go Go Go..
Social Media Tools versus Strategy
Which one first?

17. Questions before Strategy
Social Media Workshop
Before we go too far down any one path, we should ask some questions:
Are your customers likely to be online?
Are you ready to handle negativity? Platforms like blogs and videos allow for
negative comments, and some company/organisation cultures aren’t ready to
engage with those opinions.
How will you incorporate this into people’s daily jobs?
How will you measure results?
How much time are you willing to invest?
What’s your willingness to experiment, take risks, and adjust your plans?

18. Strategy Starters
Social Media Workshop
If we’re going to put a social media strategy into place, we need to align the
path we’re going to take, and develop it with an understanding of how to
reach our goals.
Where are we going?
How are we going to get there?
Let’s get there.
Let’s start on the “how.”

19. Strategy Starters
Social Media Workshop
Listening: implement at least a rudimentary listening platform.
Communications: build a starting place to hold your conversations.
Methods: determine the mix of content you intend to create, and build workflow around
it.
Community: most social media strategies have to address community and how you will
interact with the people you seek to gather around your business/organisation.
Outposts: develop social network outposts where you can communicate with other
communities, and also share the way back to your own platform.
Marketplace: if your strategy involves making money, build a marketplace external to
your community - keep these separate.
Attention: learn how to build awareness and encourage relationships with the media
you’re making.

20. Goals Media Workshop
Social
 Increase customer base.
 Generate leads.
 Drive sales.
 Build awareness.
 Make money from your content.
 Establish thought leadership.
 Educate customers.
 Customer-source part of your product development.
 Reach new channels of customers.
 Improve internal communication.

21. Defining a target audience
Social Media Workshop
The reason why most fail in the social sphere is that they don't take time to identify
who their target audience is.
In fact most companies would make it an objective to market to everyone!
The best way to succeed in social media is to identify your target market first and then
work out how to reach them.
There are two ways to identify your target market audience.
 You can either describe your existing audience
 Or you can describe what your ideal target audience is.

22. Target Media Workshop
Social Audience
The types of audiences you could be looking to include:..
 Local people
 People in the same sector
 Anyone
 Current clients or customers
 Potential clients or customers
 Associates of current/potential clients or customers
 Journalists and editors
 Bloggers
 Suppliers
 Affiliate businesses
 Thought leaders
 Special interest groups
 People defined by age

23. Strategy- Website Features
Social Media Workshop
Modern Website Features:
• Direct Links to Social Media
• Less static content and more fresh content
• Ability to add fresh content. Blogs and articles etc.
• Keyword rich content
• Social Media sharing buttons
• Ability to generate comment
• RSS Feeds
Case Study:
http://www.projectbook.co.uk/

24. RSS Feeds Workshop
Social Media

25. Marketing – SoMe impact
Social Media Workshop
Website
Advertising, Telesales
E-Marketing, Email Signature.
Press and PR, Blog Directories – on and offline
Marketing
Events, Exhibitions, courses, CP
Networking, Newsletters
D
Brochures, Answer Phone - Call
Promotions, Sponsorship
waiting
Business Cards, Stationary

26. Who? Media Workshop
Social
Who Will Represent you online?
Secretary Youngster Computer Geek

27. Who? Media Workshop
Social
Qualities
• Social - Friendly
• Trustworthy
• Creative
• Aware of your objectives
• Can dedicate 15 – 30 mins per day
• Will follow guidelines

28. Policy Media Workshop
Social
Do we need company guidelines and policies?

29. Monitoring Workshop
Social Media
Free Monitoring Tools
hootsuite
socialmention
radion 6 (paid)
tweetreach
http://tweetlevel.edelman.com/
klout
manually i.e Linkedin
google alerts
Technorati
Google Blogsearch

30. Lets get connected...
Social Media Workshop
Social Media Courses & consultancy for organisations, individuals & companies.
Speaker
James Mott
PROJECTBOOK FOUNDER
Lets get
connected
Facebook Page
Twitter @projectbook
LinkedIn ProjectBook group

31. Introduction Workshop
Social Media
Digital Past 2012
Royal Commission on the Ancient and
Historical Monuments of Wales (RCAHMW)
Social Broadcast
James Mott
PROJECTBOOK FOUNDER
CREATIVECOMMS DIRECTOR
Create an ENGAGING online
presence for your brand using
social media.

32. Social Broadcasting
Social Media Workshop
Challenge: How to take the life, operations, events
etc. into the social sphere
Example for a Cathedral:
Activities
• Worship
• Mission
• Ministry
• Heritage
• Music
• Repair Works
• Tours
• Church groups
• One off exhibitions
• Main church events

33. Strategy: story board
Social Media Workshop

34. Considerations
Social Media Workshop
Budget - What will it cost?
People - What will be involved
Social Accounts – How to set up?
Tools - What mediums will we use?

35. Free Online Tools
Social Media Workshop

36. Social Broadcasting
Social Media Workshop
Question
Are you convinced that social
media broadcasting is worth
investing in??
From talking on twitter to full
broadcast – how far will you go?