1. The Digital Hub
NHS
Social Engagement Seminar
Dr Philip Alford
palford@bournemouth.ac.uk
Tel: 01202 961646
Twitter: @philipalford
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2. Agenda
• Introduction: 0900-0915
• Social engagement: 0915-1030
• Coffee: 1030-1045
• Workshop in two small groups: 1045-1145
• Next steps: 1145-1215
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3. www.budigitalhub.co.uk 3

4. www.budigitalhub.co.uk 4

5. It’s influence is rapid
Title
and increasing
Social networking in Europe increased by 10.9% in 2010: The
highest seen in any global region.
75% of consumers don‟t believe companies tell the truth in their
advertisements: Consumers are increasingly turning to the
opinions of other consumers for information.
46.7% of consumers do write reviews and 29% of consumers
consider positive reviews as the most likely factor to make them
book a holiday online: 25-40% of people who leave a hotel
website do so to read an online review
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6. Social Media
Revolution
http://www.youtube.com/watch?v=QzZyUaQvpdc
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7. www.oregonkayaking.net
“Learning is like rowing upstream: not to
advance is to drop back.”
(Chinese Proverb)
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8. Quick question
Starting from now, how many people will
have joined Facebook by the end of our
event?
> The Count
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9. • Facebook
• Twitter
• Pinterest
• LinkedIn
• Blog
• User reviews
• Social bookmarking
• AddThis
• Flickr
• YouTube
• RSS
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10. Social objects
• Profiles in social network sites
• Status updates in social sites
• Blog posts
• Tweets in Twitter
• Pictures on picture sharing sites like Flickr
• Social bookmarks
• Videos on video sites
• Presentations on Slideshare
• etc. etc. etc…
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11. Social Web
Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans
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12. An Engagement Framework
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@KarlHavard 12

13. Social media
objectives
• What are your marketing objectives?
• Increase page rank of your web site
• Raise brand awareness
• Understanding how consumers perceive your brand, and what
terminology they use to discuss it
• Drive people to register for your newsletter (integration with email
marketing)
• Promote specific events
• Improve service through customer feedback
• Gathering ideas for new products and marketing campaigns
• Word of mouth and influence
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14. Facebook
• A status update!
http://www.slideshare.net/DigitalHub
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15. How to?
• Get involved
• Listen and watch
• Converse
• Add value
• Engage
• Build trust
• Build influence
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16. The importance of a Social
Media marketing plan
For an effective marketing plan it is important to think about 4 main
concepts:
• Attraction: How to draw people to your business
• Retention: How to keep people coming back
• Conversion: How do you get people from “like to buy”
• Measurement: How to determine if any of this is working
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17. Setting up a
FB page
What will the aims of your page be:
• Engage your customers
• Encourage them to leave reviews
• Drive traffic to your website
• An opportunity to add content about your service
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18. Setting up a page

19. Build your page
To succeed with Social Media it is fundamental to have a content
strategy and brand your profiles. This means:
• Design your FB page along the same lines as your website for
consistency http://www.facebook.com/Hotel.Seppl.Pitztal
• The exact dimensions of this cover photo are 851X315.
• Read more:
http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-
Create-a-Facebook-Business-Page-in-5-Simple-Steps-With-
Video.aspx#ixzz2C26VgXUI
• Bringing quality and relevant content – use the custom tabs on
FB – e.g. FB events http://www.facebook.com/beastandthehare
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20. Cover photo
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21. Promoting your
Facebook page
• Add the link to your email signature (when you get 25 fans you can
create a short link with just your brand name)
• Add the link to your business card, brochures, leaflets, adverts, etc
• Invite people to like your page – but choose your advocates first and
make sure there‟s lots of engaging content on there
• Email people to build your audience
• Sponsored stories
• Keep your page fresh and tasty
• Seed the link to the page in relevant Facebook pages
• Identify relevant bloggers and make them aware of your page
• Refer across channels e.g. Add a LIKE button on your website e.g.
http://www.manorbarnbedandbreakfast.co.uk
• Download free stickers: http://www.facebook.com/business/build
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22. Make your content
shareable
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23. Engage & Retain
Successful posts are:
• Short: Posts between 100 and 250 characters get about 60% more
likes, comments and shares
• Visual: Photo albums, pictures and videos get 180%, 120%, and
100% more engagement respectively; e.g. video on
http://www.facebook.com/StateBicycle generated 16 comments
• Optimised: Page Insights help you learn things such as what times
people engage most with your content so you can post during those
hours
• Build strong relationships by better understanding customers
through listening and helping them. (Respond to comments and
leads in a timely manner)
• Recognise and promote members of your social community
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24. Engage & Retain
• Be succinct, friendly and conversational
• Ask questions or seek input
• Give access to exclusive information and specials
• Inform and educate where relevant
• Be timely by posting about current events, holidays or news
• Post at least 1 to 2 times per week so you stay top-of-mind and
relevant to the people who like your Page.
• Promote your posts (available to Pages with 400 or more likes): So for
$5 we doubled our posts reach, received nearly a 24 percent increase
in post engagement, and two additional page likes. Not too shabby at
all. (http://socialmediatoday.com/node/548008)
• Failure to respond can cause churn of 15% of existing customers
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25. ROI
Conversion
& revenue
Interaction
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26. Conversion
Few things to take in account in order to improve your Social Media conversions:
• Offer booking from within the FB page:
http://www.facebook.com/Hotel.Seppl.Pitztal
• Enable email sign-up from FB page: http://www.facebook.com/BUDigitalHub
• http://www.newforestactivities.co.uk
• Offer a secondary call to action (CTA) to persuade visitor to maintain a
connection with you
• FB Offers: http://www.facebook.com/help/410451192330456
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27. Measurement is
key
„Not everything that can be counted counts, and not
everything that counts can be counted”
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28. Title
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29. Measurement – FB Insights
Measure the impact of your conversion is critical to see if you are making
headway. Some suggestions for a simple and effective metrics are:
• Start to use some traffic reporting software such as Google
Analytic, FB insight (helpful short video at
http://www.facebook.com/help/336893449723054/)
• Useful video by Hubspot:
http://www.youtube.com/watch?v=6aehIYSgYwU
• Track your most popular links
• Track how many followers and mentions your business get
• Determine where your best traffic is coming from
• Analyse by type of post
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30. People talking
People Talking About: This measures user-initiated
activity related to a Page, including posting to a
Page‟s Wall, “liking,” commenting, sharing a Page
post or content on the Page, answering a Question
posed to fans, mentioning a Page, “liking” or
sharing a deal or checking in at your Place.
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31. Title
Really, really, really think hard
about why you are doing what you
are doing.
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32. Framework for measurement
• Objective: Create awareness - first step in engagement
model
• Goal: Drive traffic to site - traffic acquisition strategy
(depending on strategy this traffic should be segmented in
order to be strategic); this traffic could be segmented by
channel; also by repeat visitors and then analyse their
specific behaviour and compare to new visitors;
• KPI: views, length of time on site, number of pages visited,
brand keyword awareness
• Targets: set a value for each KPI; how to set effective target?
• Segment: by source, geographic origin, channel - the type of
segmentation will depend on marketing goals;
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34. Digital Marketing & Measurement Model
1. Step one is to force us to identify the business objectives upfront
and set the broadest parameters for the work we are doing.
2. Step two is to identify crisp goals for each business objective.
3. Step three is to write down the key performance indicators.
You‟ll lead the work in this stop, in partnership with a “data
person” if you have one.
4. Step four is to set the parameters for success upfront by
identifying targets for each KPI.
5. Step five, finally, is to identify the segments of people / behavior
/ outcomes that we‟ll analyze to understand why we succeed or
failed.
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35. Tools
Examples:
• Hootsuite
• Tweetreach – e.g. digital hub event report
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36. Online tools for creating
and monitoring customer
Title
engagement
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37. Privacy
• Page admins never have access to an individual's personal data in Page Insights.
• Page Insights gives Page admins a number of aggregate metrics, including: the
number of people who like their Page, how many people see a post and how many
people clicked on the post.
• These metrics are created by logging and aggregating people's activities related to the
Page. The kind of activities logged include: seeing a post from a Page, clicking on a
post or liking or commenting on the post.
• Facebook's data retention policies require that the information collected that provides
Page Insights are kept by Facebook, not Page admins. Of course, the Data Use Policy
also determines how the logs are used.
• We take a number of measures to make sure that these aggregated metrics remain
non-identifiable. For example, demographics insights are only provided once 30 users
are part of that demographic. Page Insights are also only available to pages with more
than 30 likes.
• Facebook doesn't use any data for Page Insights from people who don't have a
Facebook account or who are logged out. If you don't want your anonymized data to be
included in Pages Insights data, log out of your account when visiting the relevant
Page.
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38. Pitfalls
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39. UA case study
http://www.youtube.com/watch?v=5YGc4zOqozo
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40. You will be
exposed for not
living your brand
Live your brand, and ensure your employees do -
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42. The Social Web
• Can raise your profile
• Can deliver more traffic
• Can deliver better conversion rates
• Can open up more conversation
opportunities
• Can help you build a better relationship
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43. Storytelling – getting
Title among the
heard
noise
Leaders engage
with their stories of
identity, stories of
who we are and
where we are
going. Brands and
organizations, the
best ones, tell
similar stories of
identity, and they tell
them often.
Prof. John Sadowsky
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44. • Telling a story via Facebook and
integrating that with email
marketing
• http://www.youtube.com/watch?v=A
-iH6wC7QOs
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45. Resources
Gogitamus Report and Video
• The importance of conversation: p14, 18
• Meet people where they are: p19
• Add value to the community: p20
• Engagement can be very positive: p22, 23
• Social channels: horses for courses p38
• Video:
http://www.youtube.com/watch?v=whDrViT0Cpk&
feature=youtu.be
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46. IMPORTANT
QUESTION
Why would I want to be engaged with
my site on Social Media?
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47. Workshop
• Values :
courageous, honest, caring, responsible, responsi
ve, collaborative which all work towards better
conversations.
• Mission : supporting people in Dorset to lead
healthier lives - might be an interesting approach
to how social media can support this mission.
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48. Contact details
palford@bournemouth.ac.uk
Tel: 01202 961646
Twitter: @philipalford
Web: www.budigitalhub.co.uk
Facebook: http://www.facebook.com/BUDigitalHub
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