Social Media

Its role in communications

Expectations

• Interactive and engaging• Ask great questions – the more you give the more

you get back• Share your experiences and frustrations• Questions and answers• Smiles• Be active in conversation• Use real/relevant examples

Kobe earthquake January 1995

People kept asking 1 basic questionWhat can I do to help?

Reality

• Wasn’t much we could do• Internet hadn’t matured yet as a place to

respond to disaster• Donate blood• Pick up phone – donate money• Not much else to do in 1995• No way to collaborate in time of crisis

9 / 11Trying to sort out fact from fictionGoogle groups

Tsunami

Boxing day 2004

From 2001 – 2004

• Group of bloggers got together – “Tsunami help blog”

• Easy to role out blog – add wiki – now hub where people can share info. Collect info through mobile phones and be aggregated in 1 place

• Go to place for any info

Queensland Floods 2011

Queensland floods

• Hashtag on twitter #qldfloods• People posting info about lost relatives• Friends/family turned to social media in desperate

bid to help find loved ones• Suddenly internet made big leap. We could donate

something else. Skills. Technical. Faster and larger scale

• Integration into traditional media with eg. Hashtag• People working together, collaborating

Services

• Queensland Police – Facebook/Twitter profile which communicated key messages to residents including evacuation information for those who are able to access 3G services – Facebook got 125 million hits

• RSPCA - Call out to adopt animals resulted in entire shelter being emptied before the flood waters took over

Sweet Tweet - Video

What we will cover today!• Social media stats - the state of our nation 2011• Monitoring, listening and engaging• Setting measurable objectives• Strategy• Planning• Resourcing• Integration• Reporting• ROI Model• Have the conversation – buy in

Introductions

• Name• Where you are from• Position• Where your organisation is at in terms of social media

– eg. Planning stage, implementation stage or continuous improvement

Social Media Statistics

According to Nielson, almost 40% of all Australians are now

interacting with companies via social networking sites, reinforcing notions that

Australians are open to engaging with brands and companies

online.

Social Media Statistics• Number of Australians utilising Social Media is estimated at 9.9 million March 2011.

• 86% of Australians online are looking to fellow users for opinions and information about products, services and brands.

• Of 9.9 million utilising social media, over 7 million of Facebook and 2 million on Twitter.

• Facebook currently has 9.8 million unique Australian visitors going to the site every month – January 2011.

• Australia has 2.1million people on LinkedIn – socialbakers.com

• Tablet ownership is currently at 8% and is expected to triple this year Nielson, 9th March, 2011

Monitoring and Measuring

Monitoring and Measuring

• Investigation into demographic online

• Your brands digital footprint

• Sentiment – positive, neutral, negative

• Competitor analysis

• Conversational segments – categorisingeg. Customer service, mention of new product, etc

• Share of voice

• Crisis Management - keywords

Demonstration of Monitoring Tools

Example of desktop

Free Monitoring Tools

• SocialMention.com• Search.Twitter.com• Research.ly• Klout.com• Google alerts• Twellow

Task

• Write down what types of “social key words” online users may say about your brand/product/service.

• Who are your competitors?• Write down 1 up and coming comms/marketing

campaign – what would you want to track from this? Eg. sentiment, keywords, influencers for the brand

• What are you users passionate about, what amuses them and what do they choose to do in their free time?

Social Media Strategy

• Goals• Measurable objectives• Identify metrics• Look at current strategies – possible integration• Measure success • ROE and ROI• Small wins using social media VS full social media

program

Elements of a Social Media Strategy

What have you done so far?

• Tick these off on the sheet• Circle what needs to be done next

Building a Successful Social Media Strategy

Create Buy In• Make sure upper management believe in social

media and the purpose it has in the organisation• Ensure that it is used for relationship/community

building initially – and number one goal is that it is not used as a sales tool

• Long term commitment, long tail approach – not marketing gimmick

Testing and Experimentation are Keys to Success

7 Steps for Social Media Strategy

1. Determine your goals and objectives

• Customer service, Marketing, PR or Communications – It’s irrelevant

• Understand goals and objectives and how they tie in with company goals

• Be SMART • What are some of your goals????

2. Research

• Monitor and measure – e.g. Radian 6• ‘Dip your toe in the water’ report• Develop list of social media sites where you

can engage your target audience

3. Identify influences

• Outline an outreach list• Radian 6• KloutScore• Technorati• Alltop• LinkedIn• Blogger outreach program

4. Engagement Strategy

• Valuable/shareable content• Timeline• Influences• Consistency• Use right platforms• Relevance• Encourage colleagues to identify

opportunities

5. Integration• Integrate Marketing/Communications

activations• Ensure all social media platforms are ‘talking

to each other’ in some manner.• Website• Mobile devises• TVC’s/Radio/Print

6. Measure results• Tie in goals and objectives

e.g. Improve brand presence – number of followers on Twitter/fans on Facebook/comments on blog/comments in social environment

What metrics are you using to measure the success of social media? What objectives are you

measuring using these metrics?

7. Analyse Adapt Improve

Planning

The Planning, Ideas and the Documentation

Delivered on Prezi Slideshow

Resourcing

• Time• Staff • Equipment• Agency

Resource Calendar

• Content timeline• Profile management• Employee identification – e.g. Community

Manager or Agency• Integration of social media strategies into

current marketing calendar/comms plan

Training Your Company for Social Media

• Taking steps:• Help staff understand your business’ bigger

social media picture• How their use of channels fits into big picture• How their online interactions impact the

reputation of your company’s brand (as well as their own personal reputation).

Digital Footprint

Education

• Almost guaranteed that small segment of your employee base won’t be comfortable with even the basics of online social networks.

• You’ll need to account for them.

Education

• Invest time, effort and do a bit of thinking outside the box to create a strong and comprehensive social media training program for your company.

Education

• With the right information in hand, you can create a solid training program that gets your basic-level employees feeling comfortable and your advanced-level employees ready to use their social networking skills on your company’s behalf.

Training Your Company for Social Media

• The specific reasons why training everyone in social media use is so important

Hiring

• Hiring an intern to run your social media program - A BIG NO NO

• Even the most “skilled” social networkers will need to be trained in some way or another.

• Just because they’re good with their personal social media activations doesn’t mean they’ll be a hit business wise!

Who and Why?

• Digital Native: • Savvy Technologist: • Reluctant User: • Digital Contrarian: • Digital Newbie: • You’ll have all of these archetypes within your

employee base, and will need to create training based around the various comfort and use levels of each.

Digital Native: • The digital native is someone

who’s grown up in a highly digital world. They’ve had access to various online social platforms most of their lives and are very comfortable using those platforms, as well as adopting any new ones that come on the scene. Digital tools are a part of digital natives’ daily lives, to such a degree that many of them would be at a loss as to how to go on about their days if some of these tools were taken away.

Savvy Technologist: • The savvy technologist is someone who,

while not having grown up with them, feels comfortable using most online social platforms and digital tools. These people approach new platforms with caution and often let others fumble around before joining in.

• While they lean toward using digital tools to manage their daily lives, savvy technologists have no problem reverting back to their analog ways if necessary, and sometimes even opt to maintain those analog habits that seem more efficient and effective (e.g., maintaining a written day planner).

Reluctant User• The reluctant user is someone who’s

aware of the digital world and social media but hesitates to explore and dive into the digital space. These people have heard of big-name social networks like Facebook and probably carry around a smartphone for work, but that is the extent of their digital adoption. They do not think about or use digital tools more than necessary and generally resist incorporating those tools into their lives.

The digital contrarian • is someone who’s averse to the

digital world. They’ve probably heard of social networking but they think it’s a bunch of rubbish, and they’ll use email for work purposes, but if they have a personal email account, it was set up by a friend/sibling/child and is rarely if ever checked. These people prefer and almost strictly use traditional communication channels to reach their friends, family and business partners. If you send them an email, they’ll ask you why you didn’t just give them a call.

Digital Newbie: • Unlike the digital contrarian, the

digital newbie isn’t opposed to the digital world so much as they are simply unaware of it. While the digital native might feel these folks must live under rocks, digital newbies go on about their day not thinking or wondering about the online social world or the need for an iPhone. Their life and day-to-day activities go on just fine without any digital intervention, and they don’t see the need to change their habits or behaviors.

The preparatory steps you need to take during your program planning phase

Training Your Company for Social Media

Discussions needed

• Surrounding specific social media needs/expectations of each team within your organisation.

• Seeing how those needs and expectations fit within the boundaries of your current social media strategy

Training program

• It’s important you create a training program that ties to your company social media plan and addresses the various needs of those who will be participating.

A loose framework to plan your training course programming

Training Program and Framework

• Due diligence• Brainstorming the who, the what and the

which• Create your social media team• Using external training and resources• When building your program you need to

state your goals, objectives, benchmarks and reviews

Your basic program

• Explain what is social media through question and answer

• Explain direct benefits for your business• Listing how to identify and new business• Community management• Collaborations with other internal teams• Continuous learning

Internal hurdles and considerations

Internal Hurdles

• Nervous?• Trust your employees• Find their voice within the framework• Honest/natural voices• Honest customer service – if you make a

mistake deal with it through social media• Listen

Ongoing education and post-training resource planning

Ongoing Education and Training

• Keep your finger on the pulse• Knowledge is power and it is never too late to

start!• Continuous improvement

Policy, Crisis Management & Style Guide

Policy• Have a staff policy• Educate all staff on do’s and don’t’s of social

media• Educate all staff on why the company is using

social media• How will they play a part in this?

Policy, Crisis Management & Style Guide

Crisis Management• Create social media steering group• Foresee what could go wrong• Have strategies in place to address a crisis• Tackle head on – be authentic• Who? On what platform? In what timeframe?

E.g. – Domino’s Pizza incident

Workers fired for Domino's prank video

The Response

Policy, Crisis Management & Style Guide

Style Guide• Create a voice and tone for your brand• Identify words and phrases commonly used• Keep tone consistent• Liaise with other internal users to maintain

continuity

Reporting

Example of what a “dip your toe in the water’ social media report can look like

Shared Interests and values vs demographic categories

Case Study

KLM Airlines

KLM Airlines

Case Study

Richmond Football Club

Caroline Serviced Apartments

Facebook Voucher – 4 weeks - resultsVoucher Application by thinktank media Built to offer Facebook fans 20% off

advertised rates for apartments. In just 4 weeks, it has proved to be a

great success: • Almost 1 in 3 new Facebook fans

used the voucher to make a booking. • Through this promotion alone,

Caroline Serviced Apartments have gained 35 new fans.

• Overall, in just 4 weeks, the Facebook page has driven 15 booked nights at their Brighton location, and 8 booked nights in South Yarra.

Case Study

• Governments NATAL trauma centre for emergency blood.

ROE/ROI Model

Your questions answered

What’s to come?

• A few …• QR codes in their stores which enable you to

“Like” a product by scanning a QR code which then posts to your Facebook wall.

• Google wallet and google offers• Facebook Deals – Facebook Group Buy and

Facebook Credits

Outstanding Resources

• http://thinktankmedia.com.au/blog• http://mashable.com• http://radian6.com/blog• http://socialmediaexaminer.com• http://www.ted.com/talks/• http://thenextweb.com/• http://slideshare.net/sammutimer

Connect with us

• Website: http://thinktankmedia.com.au• Tel : 03 90231487• Twitter - @sammutimer / @thinktankmedia