1. Session 5Producing a social media plan

2. The aim of this session A look at yourdashboards To look atconstructing a socialmedia plan More on theassessment task 3. Dashboards / Listening 4. Pulling it all togetherObjectives InfrastructurePeople PlanPlanOperationPlanContent Response 5. Defining objectivesComms objectivesSocial media objectives Linked to specific business issuesAddress overall brandSolved via the designimage and reputation and implementation of business processesSolved via production Have clearlyof communications identifiable metricsoutputs (channel and (usually linked tomessage strategies) measurable shifts in behaviours) 6. Example: Vodafone Vodafone identified a long-termneed to hire 40 specialisttechnicians (in an area notconventionally associated withmobile telecoms). A 1.5 millionbudget was allocated(advertising and agency fees) Objective: To hire at least 50%via direct recruitment (via socialchannels), thus saving agencycosts 7. Example: Vodafone Process train existingemployees on social networkingand publication techniques toraise the profile of Vodafonesexpertise and participation inthis space. Note: they did notpublish the availability of jobs Result: 80% of the hires madevia direct recruitment, savingapprox. 1.3 million 8. Example: @twelpforce 9. Norfolk County Council 10. Norfolk County Council Business issue Libraries are under threat from funding cuts We need local communities to become moreengaged with their local libraries / librarians 11. Norfolk County Council Objective To liberate the expertiseof librarians so that youdont have to come to thelibrary to benefit fromthis 12. Supporting traditional communicationsTraditional (mass)Making that process communications more efficient process 13. Social media is your campaign dashboard It can help you steer acampaign, rather than power acampaign 14. Example: Pampers What do you think a social media objective forPampers could be? 15. A look at infrastructure Conversation space Social NewsMonitoringContent & HubResponse ProcessHosted orsupported communities 16. A look at infrastructure Conversation space Monitoring 17. It all begins with listening 18. A brief look at infrastructureConversation spaceMonitoringContent &Response Process 19. What is our content strategy?Content is not necessarily somethingyou can plan in advanceContent is better understood as aprocess 20. What is our information strategy? Responding Publishing traditional content Targeting Google space 21. What are thequestions youraudiences are goingto be asking?What spaces shouldwe responding to (e.g.HDTV problem)? 22. Tagging and categorisation How will yourcontent becategorised What will be theconversations /tags 23. A brief look at infrastructureConversation spaceSocial News MonitoringContent &Hub Response Process 24. Creating a social news hubWhat we are doing What we do 25. Creating a social news hub Will use Wordpress Is a socially optimisedpublishing platform Incredibly easy to update Very easy to link andshare content in otheroutposts Very cheap and easy tomake 26. Architecture space Content spaceCoordination space 27. A brief look at infrastructureConversation spaceSocial NewsMonitoring Content &HubResponseProcess Hosted or supportedcommunities 28. How to use FacebookWhat the organisationwants to sayWhat the consumer /citizens wants to say 29. How to use TwitterX #whatever #FFBook12 30. People are the key asset Corporate DJ (key role)Listening SpecialistConversing High volumeCreating content 31. People planWho are the peopleWhat will their rolesthat will need to beand functions be?involved? Monitoring Relevant experts Conversation The corporate DJresponse Supervisors / Content creation moderators What activation and support processes are required? Training / motivation Technical support Creative guidance32 32. Operation planTimingActionsPhase 1 (within 2 weeks)Objective: To have started monitoring and mapping thespace and to have engaged and trained a core group.Activities Appoint and brief Corporate DJ and core team Train Corporate DJ on using a monitoring dashboard Hold introductory training sessionPhase 2 (within 2 months) Objective: To have set-up a content publishing systemand be testing its usage.Activities: Create a technical content hub and set of outposts Hold content / hub training session with core team 33. Operation planTimingActionsPhase 3 (within 4 months) Objective: To have the core group actively participatingin conversation and the creation of contentActivities: On-going support from Corporate DJ Formal review to assess impact and determine anychanges requiredKPIs Increased visibility within specified specialist Googlesearch terms Increase in inbound engagement (requests forinformation / opinion or commentary on contentfrom purchase influencers) 34. Norfolk County Council: PeopleWho Roles and Activation andfunctionssupportSelected librarians Monitor a question space Sounding outAnswer questions Recruitment Training Feedback / sharingSenior management Informed Briefing / normalApproval management channelsComms teamPromote the initiative BriefingCorporate DJ / TrainingProject supervisor 35. Norfolk County Council: Infrastructure Conversation space SocialMonitoring Content &HubResponseProcess Hosted or supportedcommunities 36. Norfolk County Council: Infrastructure Phase 1: Facebook (monitoring and response) Phase 2: Twitter (Twitter monitoring andresponse tool Hoot Suite) Phase 3: More extensive monitoring andindividual news hubs 37. Hootsuite 38. Norfolk County Council: Operations Refine the infrastructure plan with reference to contentand response (tags, identities etc) Initial conversations with librarians Formalise plan and create control policy Brief management and comms Launch recruitment process Create infrastructure and comms plan Conduct training Public launch Monitor activity / implementation of control policy Review 39. Assessment task Produce a ppt presentation Structure Review of the current situation Whos is talking, what conversations, content of relevant Google spaces Assessment of current strategy (whats working, what is not) Recommendations Objectives (idea expressed as an objective) People plan Infrastructure plan Operational plan (schedule)