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Social media presentation in under 2 hours

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Social Media - definition, 10 rules of success, marketing and strategy, channels, best practices, trends 2018.

Yammer (from ideation to implementation), other tools like Slack, Confluence and Sharepoint.
Activity time
Security.

Recap

Publié dans : Médias sociaux
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Social media presentation in under 2 hours

  1. 1. Social Media Presentation RAJESH MENON 1
  2. 2. 2 hours fast track course on Social Media Hour 1  Introduction (5 mins)  Social Media Definition (5 mins)  10 keys to success on Social Media (10 mins)  Business and Marketing Strategy (6 ways you can measure ROI) (10mins)  Social Media Management (5 mins)  Best practices (5mins)  Tools (also called Channels) – FB / Twitter / Linked-In / Google + / Instagram / Pinterest / WhatsApp (10 mins)  Trends 2018 (10 mins) 2
  3. 3. 2 hours fast track course on Social Media Hour 2  Yammer (20 min)  Strategy  Use Cases  Best practices (80% Culture, 20% Technology)  Driving ongoing engagements  Gathering the right people for success  Execution – the cornerstone of a successful project  Activity – Marketing dept launching a new project (10 mins)  Understanding Yammer like tools (Slack, SharePoint etc) (10 mins)  Advantages / Disadvantages of Social Media (5 mins)  Security (5 mins)  Review and Conclusion (10 mins) 3
  4. 4. Introduction Lets get to know each other 4
  5. 5. What is social media? Social media is a conversation online. Look who’s talking: – your customers – your donors – your volunteers – your employees – your investors – your critics – your fans – your competition.... – anyone who has internet access and an opinion. SOCIAL MEDIA DEFINED 5
  6. 6. The social media conversation The conversation is not: – controlled – organized – “on message” The conversation is: – organic – complex – speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel. SOCIAL MEDIA DEFINED 6
  7. 7. The conversation is powered by • Social Networks • News & Bookmarking • Blogs • Microblogging • Video Sharing • Photo Sharing • Message boards • Wikis • Virtual Reality • Social Gaming • Related: – Podcasts – Real Simple Syndication (RSS) SOCIAL MEDIA DEFINED 7
  8. 8. The power to define and control a brand is shifting from corporations and institutions to individuals and communities. SOCIAL MEDIA DEFINED
  9. 9. 10 keys to success on Social Media 9
  10. 10. o Experiment personally before professionally o Try a variety of social media tools o Be yourself, make some friends, and share KEYS TO SUCCESS
  11. 11. 1. Discovery (people, competition, and search engines) 3. Skills (identify internal resources and gaps) 5. Maintenance (monitor and adapt) 2. Strategy (opportunities, objectives) 4. Execution (tools, integration, policies, and process) KEYS TO SUCCESS Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789
  12. 12. o YouTube o MySpace o Facebook o Twitter o EHarmony o “Digits” (their own online community) o Virtual communities – Second Life Source: http://www.podtech.net/home/5209/h- block-social-media-programs-success CASE STUDY
  13. 13. Leveraged core goals across all networks: 1. Reinforce their brand as tax experts 2. Deliver on advocacy positioning of the brand 3. Present the brand as being innovative o Through “unexpected and meaningful interactions with consumers” CASE STUDY
  14. 14. o Be community appropriate and relevant (interacting on Second Life is different than YouTube) o It’s not free - Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it? CASE STUDY
  15. 15. 1. Brand Perception o Evaluated brand metrics through a brand tracking study 2. Engagement o 600,000 YouTube views o 1 million unique visits to their community site 3. Word of Mouth o Increased online mentions in blogs, forums, and other social media CASE STUDY
  16. 16. o Find where your audience is participating and indentify the influencers o Read industry blogs (including comments) o Google your company name & your competition o Find tools that can help you listen KEYS TO SUCCESS
  17. 17. o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight o Companies that use crowd sourcing include: o Starbucks (MyStarbucks) o Dell (Ideastorm) o DuPont o Netflix o Wikipedia o iStockphoto.com o Threadless.com o Mechanical Turk (Amazon) KEYS TO SUCCESS
  18. 18. o Avoid puffery (people will ignore it) o Avoid evasion and lying (people won’t ignore it) o Companies have watched their biggest screw-up's rise to the top 10 of a Google search o Admit your mistakes right away KEYS TO SUCCESS
  19. 19. o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media o Make your content easy to share o Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend KEYS TO SUCCESS
  20. 20. o Don't shout. Don't broadcast. Don’t brag. o Speak like yourself – not a corporate marketing shill or press secretary o Personify your brand – give people something they can relate to. KEYS TO SUCCESS
  21. 21. o Think like a contributor, not a marketer o Consider what is relevant to the community before contributing o Don’t promote your product on every post o Win friends by promoting other people’s content if it interests you KEYS TO SUCCESS
  22. 22. o Don’t try to delete or remove criticism (it will just make it worse) o Listen to your detractors o Admit your shortcomings o Work openly towards an explanation and legitimate solution KEYS TO SUCCESS
  23. 23. o Don’t wait until you have a campaign to launch - start planning and listening now o Build relationships so they’re ready when you need them KEYS TO SUCCESS
  24. 24. o You need buy in from everyone in the organization o Convince your CEO that social media is relevant to your organization o Get your communications team together, discuss the options, then divide and conquer KEYS TO SUCCESS
  25. 25. 1. Experiment with social media 2. Make a plan 3. Listen 4. Be transparent & honest 5. Share your content 6. Be personal and act like a person 7. Contribute in a meaningful way 8. See criticism as an opportunity 9. Be proactive 10. Accept you can’t do it all yourself KEYS TO SUCCESS
  26. 26. Business and Marketing Strategy (6 ways you can measure ROI) 26
  27. 27. Social Media Strategy Improve Business Social Media Strategic Alignment 27
  28. 28. Social Media Graphic 28
  29. 29. Blue Ocean Strategy  Make Competition Irrelevant  Current Favorable Conditions  Period of adjustment / opportunity to change the game  New tools of competition  New economics of influence (smarter thinking/less media) Key Takeaway: Now is the time to think about making competition irrelevant. Business Strategy 29
  30. 30. Source: Hubspot Marketing Strategy 30
  31. 31. Inbound vs. Outbound Outbound  Old  Push  Interruptive  Print  TV  Direct Mail  Email Inbound  New  Pull  Attracting  Getting Found  Content  Social Media  SEO Key Takeaway: Recognize the momentum shift. Marketing Strategy 31
  32. 32. Return on Investment  $$$  Man hours  Training  Culture shift  Learning curve Key Takeaway: Consider the total investment. Framework 32
  33. 33. More opportunities More conversations More customers Rewards from Social Media 33
  34. 34. Ideal but Unrealistic Dead Zone Social Media Strategic Investing Control Map Investment Time ROI 1 Object e.g. Facebook Multiple objects Add blogging, casual activity & listening Add consistent activity and participation Add creating and thought leadership Key: Area = Opportunity 34
  35. 35. ROI Models Amplification 1 Value of Social Traffic vs Display 2 Quality of Visitors From Social 3 Revenue From Facebook Fans 4 Revenue From Social Media Marketing 5 Social Promotions Sales ROI 6 35
  36. 36. None of the models are perfect. 36
  37. 37. All of the models are better than nothing. 37
  38. 38. Model 1: Amplification 38
  39. 39. Amplification Step By Step Calculate social impressions, actions Facebook impressions and clicks, Twitter impressions and clicks, YouTube views, Online mentions, etc. Sum value of impressions, actions Assign value to impressions and actions, weighting actions more heavily that impressions. Compare to total social media spend Map social impressions and actions to paid marketing value equivalency. 39
  40. 40. Amplification Model Example Social Impressions, Actions Paid Advertising Equivalent Value 2,000 Facebook impressions $10 CPM $20 100 Facebook clicks $0.50 per click $50 100 YouTube Views $0.20 per view $20 Total Value: $90 Social Budget: $30 Social ROI: 300% 40
  41. 41. Likely Questions & Consideration s  Most of the social data inputs are available for free.  The model is complex. It requires proxy values for social actions based on non- social comps.  The model aggregates cross-channel social data and maps it to familiar marketing metrics.  The output is a relative comparison, not an actual sales return on investment. 41
  42. 42. Model 2: Value of Social Traffic versus Display 42
  43. 43. Example Traffic Comparison Description Display Social Delta Net New Visitors Above baseline 30,000 170,000 Social drove 5.67X more visitors Cost $150,000 $130,000 Social cost only 86.7% of display Cost per visitor $5.00 $0.76 Social generated a 6.5X better return This data reflects actual performance from an Ignite Social Media client. 43
  44. 44. Likely Questions & Considerations  This approach is less complicated than others, it requires fairly simple inputs.  The model works well if you have an active display advertising campaign as a basis for comparison.  The model doesn’t incorporate impression value, only traffic value.  The channels are the variable, so try to keep other variables constant. 44
  45. 45. Social Media ROI Models revisited: 1.) The Amplification Model How much would it cost to buy these impressions/actions via paid media? 2.) Value of Social Traffic versus Display How much does it cost to get a visitor to your site via social versus display? 3.) Quality of Visitors from Social Media How well do social-driven visitors perform on your site? 4.) Revenue From Facebook Fans How much incremental revenue do your Facebook Fans create? 5.) Revenue from Social Media Marketing How many sales can we attribute to your social media marketing programs? 6.) Social Promotions Sales ROI How many sales can we attribute to specialized social media promotions? Social Media ROI Models revisited: 45
  46. 46.  Importance of digital skills  Who should manage?  Social Media policy  Monitoring activity Key Takeaway: There are 4 core elements to Social Media management Social Media Management 46
  47. 47. Digital Skills  Marketing or PR background  Social networking  Blogging and copywriting  Microblogging  Search Engine Marketing (organic or paid)  Web content management  Analytics Key Takeaway: You may need to acquire digital skills. Elements of Social Media Management 47
  48. 48. Management Options  IT  Marketing  PR  HR  SM  Team Key Takeaway: social media must be managed by someone. Elements of Social Media Management 48
  49. 49. Policy options  Formal  Informal  Restrictive  Non-restrictive  Levels of approval  Purpose  Be responsible  Be authentic  Use good judgment  Create re-markable content Key Takeaway: Policy WILL exist-the question is whether it is by default. Elements of Social Media Management 49
  50. 50. Monitoring options  Active  Passive  Informal  Formal Key Takeaway: Social Media must be managed. Elements of Social Media Management 50
  51. 51. 7 - Best practices 2018 1. Use video content 2. Keep tabs on what happens with organic reach 3. Explore what paid ads can do for you 4. Get personal 5. Optimise user generated content 6. Get your frequency right 7. Sometimes less is more when it comes to social media platforms 51
  52. 52. 52
  53. 53. Tools (also called Channels) Facebook 01 Twitter 02 Linked-In 03 Google + 04 Instagram 05 Pinterest 06 Whatsapp 07 53
  54. 54. 54
  55. 55. Hour 2 55
  56. 56. Yammer Strategy 56
  57. 57. Yammer Best practices (80% Culture, 20% Technology) 57
  58. 58. Yammer Use Cases 58
  59. 59. Yammer Best practices for culture 59
  60. 60. Yammer Drafting your vision 60
  61. 61. Yammer Gathering the right people for success 61
  62. 62. Yammer Wave 1 and Wave 2 62
  63. 63. Yammer Driving ongoing engagements 63
  64. 64. Execution – the cornerstone of a successful project 30% planning 70% execution 64
  65. 65. Activity – Marketing dept launching a new project  Ray – CEO (Yammer approver)  Deborah – Project Manager (Yammer Admin)  Ravi – Programmer (Yammer User)  Rajesh – Marketing Executive  Kavitha – Marketing Manager 65
  66. 66. Understanding Yammer like tools (Slack, SharePoint etc) 66
  67. 67. 67
  68. 68. 68
  69. 69. 69
  70. 70. 70
  71. 71. 71
  72. 72. Advantages / Disadvantages of Social Media  LARGE AUDIENCES  FREE TO CREATE  ENCOURAGES SHARING  INCREASES BRAND LOYALTY  UNCOVERS VALUABLE INSIGHTS  NEGATIVE FEEDBACK  POTENTIAL FOR EMBARRASSMENT  TIME INTENSIVE 72
  73. 73. Security  Work with marketing to gain access to social accounts  Continuously monitor corporate social media accounts for cyber threats  Blacklist/block malicious URLs and IPs found of social media  Establish workflow for dealing with social media cyber crime targeting the organization  Takedown malicious posts and profiles  Test employees on susceptibility to social media cyber attacks  Train employees on safe usage, best practices, and what to do in the event of an attack  Work with marketing to keep a close eye on social media initiatives and campaigns 73
  74. 74. 2 hours fast track course on Social Media Hour 1  Introduction (5 mins)  Social Media Definition (5 mins)  10 keys to success on Social Media (10 mins)  Business and Marketing Strategy (6 ways you can measure ROI) (10mins)  Social Media Management (5 mins)  Best practices (5mins)  Tools (also called Channels) – FB / Twitter / Linked-In / Google + / Instagram / Pinterest / WhatsApp (10 mins)  Trends 2018 (10 mins) 74
  75. 75. 2 hours fast track course on Social Media Hour 2  Yammer (20 min)  Strategy  Use Cases  Best practices (80% Culture, 20% Technology)  Driving ongoing engagements  Gathering the right people for success  Execution – the cornerstone of a successful project  Activity – Marketing dept launching a new project (10 mins)  Understanding Yammer like tools (Slack, SharePoint etc) (10 mins)  Advantages / Disadvantages of Social Media (5 mins)  Security (5 mins)  Review and Conclusion (10 mins) 75
  76. 76. THANKS !!! KEEP IN TOUCH RAJESH30MENON @YAHOO, GMAIL, HOTMAIL, SKYPE, TWITTER, INSTAGRAM, PINTEREST MY BLOG : HTTP://WWW.TECHNOSPIRITUAILTY.COM MY BOOKS : LINK : HTTPS://GOO.GL/BQ8CNM (AMAZON.COM) LINK : HTTPS://GOO.GL/OWGMXT (AMAZON.IN) 76

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