1. Social Media Strategy Workshop

3. Learn how to prepare a social media strategy
Learn how to improve your social media
through practical tips
Social Media Management and Policy
Key
Learnings

4. About You?

5. Social Media Overview?The World of Social Media

17. Online
Reputation Risks

18. Your
Experiences?

19. Social Media Overview?
1.
Digital and Social Media Audit

20. “We really
should be
using
And ”

21. We think about the
tools, but we should be
thinking about…..

24. What do we want to achieve?
Have we the resources to commit to social media?
Do we produce enough quality content to sustain social
media marketing?
Which social media channels are most relevant for us?
Is our website fit for purpose and prepared for social media
attention?
Key Questions

25. Common Problems for Established Users

26. Most Common
Problem Areas
No. 1 Problem with social
media marketing
= Poor Content and lack of
engagement

27. Most Common
Problem Areas
Small Social Media
Community!

29. Example Audit
Low volume of followers
Poor Content – No Engagement
But:
• Their community uses Facebook and wanted to
connect / engage
• Other local charities were using it well

30. Common Problems for In-active Organisations

31. Brandjacked?

36. Paid Tools

38. Source: DW Publications: Whitepaper 14; Social Media in the Public Sector, 2011

39. Source: DW Publications: Whitepaper 14;
Social Media in the Public Sector, 2011

40. Key Steps in Social
Media Audit:
Current Users
Monitor you brand, industry and issues, competitors online
Establish what’s wrong with your current social media:
• Very small social media community?
• Poor content?
• No engagement ?

41. Key Steps in Social
Media Audit:
Beginners
Establish need and benefits for being on social media
Monitor your brand, industry and issues, competitors online
Establish how you will research and manage social media:
• What training is required?
• What content you post?

42. Demo

43. Exercise
Go to Netvibes.com
Search for sentiment about your organisation
Eg. “Arts Council Northern Ireland”
Q. What can you learn from the online mentions
and sentiment?

44. Social Media Overview?2. Objectives

45. Should you be on social media?

46. Avoid Social
Media?

48. Source: Angie Schottmuller, 2012

49. Social Media
Objectives
Reach
younger
audiences
Promote
brand
awareness
Improve
media
relations
Boost
donations
Lead
generation
Boost Sales
Create
dialogue with
customers
Improve
Customer
Services
Be seen to be
using it!
Send out
information
Source staff
/ recruit

51. Exercise
Map out two:
• Business objectives
• Marketing objectives
How do you believe social media will allow you
to achieve your objectives?

52. Social Media Overview?3. Audiences

53. • What types of audiences and
stakeholders do you want to reach?
• What social media are they using?
Considering your
Audiences

54. Example:
Audience
Mapping
Wanted to reach and influence:

55. Example:
Audience
Mapping

56. Always start
with Personal
Connections

58. Influencer Reach
?

59. Trayvon Martin
Case

60. Account Name Twitter ID Category Short Description No. of Followers
Discover NI @discoverNI Tourism 2012 tourist
campaign
2300
The Irish News @Irish_news Daily Press Local daily
newspaper
5012
Belfast Times @Belfasttimes What’s on What’s on guide for
Belfast and NI
2787
Alan Simpson @AlanSimpsonBBC Radio BBC Radio Ulster
Presenter
5196
Etc
Etc
Etc
Audience
Mapping

61. |
Using Channels
to Identify
Community /
Audiences

62. Exercise
Review the Twitter profile for Cork Opera House
Q. What types of audiences do they have?
Q. Can you identify some major influencers?

63. Social Media Overview?
4. Social Media Channels &
Tactics

64. Using Social Media Across
the Business
Social Media Overview?

65. CEO
DirectorsPR
HR
SalesCRM
Social Media
should be
throughout the
Business!!
Internal
Comms

66. Customer service is the new marketing…
Source: ShashiBellamkonda on Flickr

68. ?

70. 91%
Source: Repeller.com

71. 76%
53%
48%
Source: Repeller.com

73. Crisis Comms

77. Exercise
Review the customer service function of Irish Rail’s
Twitter Profile
• How do they engage with their community?
• How are they using social media as a customer
relations tool?

78. Social Media Channels
Social Media Overview?

81. 83% 80%
58% 51%
The social media landscape is dominated by the „Big
Four‟:
| The State of Social Report 2011 |

85. Social Media Tactics
Social Media Overview?

86. 1. Grow a ….

87. “Email marketing is only
as good as the quality of
your recipient list.”
The 1st Golden
Rule of Email
Marketing!

88. “The quality of all
Email recipient lists
decreases over time.”
The 2nd Golden
Rule of Email
Marketing!

89. Source: Hubspot, 2012

92. Links On Website

93. Print
Communications

94. Email Marketing

95. Organic fan
building among

96. 2. Engage with
community

99. Photos!

100. Video

103. Whitepapers…

104. “The term white paper...... refers to
documents used by businesses as
marketing or sales tools. They argue that
the benefits of a
particular technology, product or policy
are superior for solving a specific
problem”
(Source: Wikipedia)

105. Blogs…

107. Brands as
Publishers!

108. Storytelling

111. Visit your friends
and talk to
them!

115. Facebook
Engagement

116. #1: Calls to Action

117. Q. What is your “Call To Action” on Facebook Posts?
“Enter our competition”
“Take our survey”
“Tell us your views”
“Download the form from our Website”

118. #2: Ask Questions

119. #3: Humanising
the brand

120. #4: Campaigns

121. #5: Competitions

122. #6: Debate and
Discussion?

124. 16+ Twitter
10+
Facebook
Pages

128. The Customer is
the Star!

129. Sharing Stories

130. Engagement:
Topical

132. Offers: Yes. But
only a small %

137. Company Profile

138. Groups

141. Social Media
Exercise: Content
and Engagement
Consumer
B2B

142. Exercise: B2B
Review the Facebook Page for:
• Cree.com
Q. What do they use social media for?
Q. What types of content do they post?
Q. How do people engage with the content ?

143. Exercise:
Content and
EngagementReview the Facebook Page for:
• Greater Manchester Police
• Northern Ireland Council for Ethnic Minorities
Q. What do they use social media for?
Q. What types of content do they post?
Q. How do people engage with the content ?

144. Social Media Overview?Social Media Management

145. Social Media Risk and
Reputation
Management

146. Main Social
Media Risks for
Organisations

147. Example

148. • Negative comments on your social channels
• Crisis PR angle – spread via social media
• Damage caused by employee misuse of Social media
• Poor use of social media – brand damage
Online
Reputation Risks

149. Check, manage
and respond to
Social Media

150. How to react to social media
comments

151. Living with
Criticism

152. Respond Quickly
in Public

153. Take Complaints
Offline!

154. Managing your
Facebook Page

155. Options: Hide
Comments

156. Options: Delete
Comment or Ban
User

157. Social Media Policy

158. Social Media Policy Guide – Free
Download!
http://www.octaveoc.com/downloads.asp
Designed to help managers and directors
understand more about social media risks and
how they can develop a social media policy for
their organisation.

159. Social Media Metrics

160. Myth of the
‘Likes’ Metric

161. “I’m soooo
popular – just
look at the size of
my follower list!

162. Engagement!

164. Facebook Insights

165. Twitter @
Interactions

166. Management
and Resources

167. Control of Social
Media

168. Organisational Structure
• What tends to happen:
- Owned by Marketing/ a “Bright Spark”
- Has a Board level sponsor
• What should happen:
- Adopted business wide
- Integrated with all communications
• It’s a cultural change for most
• It’s not easy and can’t be forced
Source: Econsultancy, 2012

169. Where things go wrong…
The best strategy is useless if:
• The business aren’t genuinely
behind it
• There isn’t cross departmental buy in
• Results focus is purely “conversions, metrics and sales”
• “Social Media” is seen as an “add on”
• It doesn’t form part of the everyday way of working
Source: Econsultancy, 2012

171. Training and
Continuous
Development

174. Paul McGarrity