Social Media Strategy Workshop

Key elements of a social media strategy

Learn how to improve your social media through practical tips

Social Media Management and Risk

Key Learnings

About You?

Social Media Overview?Social Media Fundamentals

What is Social Media?

Checking Your News Feed

Talk to people / engage

Sharing News

Sharing Status / Images

Your use of social media?

Social Media Overview?Benefits and Challenges of

Social Media

Leverage social media audiences

Capitalise on viral nature

3. Engage with people

Risks and Challenges

Online Reputation Risks

Social Media Overview?How is social media used in

modern business and marketing

Brand

Engage with customers?

B2B: Industry Expert

“Communicate changes to benefits and highlight advice”

“Interacting with the public”

“Continual increase in client contact via Facebook and Twitter”

Engage with customers

www.nibusinessinfo.co.uk/content/social-media-business

CEO

Directors PR

HR

Sales CRM

Social Media should be

throughout the Business!!

Internal Comms

Customer service is the new marketing…

Source: ShashiBellamkonda on Flickr

91%

Source: Repeller.com

Crisis Comms

Exercise

Review the customer service function of Irish Rail’s Twitter Profile (@IrishRail)

• How are they using social media as a customer relations tool?

• How do they engage with people?

Social Media Overview?SOCIAL MEDIA STRATEGY

“We really should be using And ”

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

Social Media Overview?1. Social Media Audit

Assess current performance:

• Size of Social Media Audiences

• Review of Content and Engagement (Still

Broadcasting…?)

Key Audit Areas

Key Question:

Is social media supporting your current business

objectives?

Key Audit Areas

Analyse data:

Google Analytics - Traffic to website

Facebook Insights – Community growth, Engagement,

popular content (Q. what did you learn from popular

content?)

Key Audit Areas

Brandjacked?

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

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

Avoid Social Media?

Further Reading

http://www.seotakeaways.com/9-point-checklist-for-conducting-a-social-media-strategy-audit/

Social Media Overview?2. Social Media Objectives

Case Study: Why Greater Manchester Police use Social Media

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

Chief Constable / GMP Use

Identify Criminals

Maintain relationships with

community

Community Support to Help

Solve Crime

Catching Criminals

Public Announcements

Social Media Overview?3. Audiences

Many companies have no idea who they should really be targeting via social media

Problem!

What do they use online?

Content and engagement in

real time

B2B Audiences

Social Media Overview?4. Social Media Channels &

Tactics

? Your Use

Used for:

Mainly Organisations and B2C

Promoting Brand

Reaching a defined demographic

Engaging via interesting content

Customer Insights and Relations

Used for:

Brands, Individuals, B2B

Live events

Promoting news

Offers

Real-time chat with stakeholders Customer Insights and Relations

Used for:

B2B and HR (Mainly)

Networking and Lead Generation

Thought-leader content and engagement

Recruitment

Not sales and offers!

Additional Social Media Channels

Blog: A ‘web log’ – a regular online diary about a topic,

hobby, interest.

Blogs are set up by individuals who are passionate about

their subject matter. They encourage and respond to

comments from other people.

Exercise: Content and Engagement

Review the Facebook Page for:

• Greater Manchester Police www.facebook.com/GtrManchesterPolice

• MAC Belfast www.facebook.com/theMACBelfast

Q. What do they use social media for?

Q. What types of content do they post?

Q. How do people engage with the content ?

Social Media Overview? Case Study

The Customer is the Star!

Sharing Stories

Engagement: Topical

Authority and engagement

Offers: Yes. But only a small %

Link to Website.

In Real Time!

Customer Engagement

Topical….

Topical…

Company Profile

Groups

Social Media Overview?Social Media Management

Securing Buy In for Social Media

Win over senior Mgt – need to educate

and get them to use social

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 workingSource: Econsultancy, 2012

Training and Continuous

Development

Social Media Overview?Social Media Risk

Your Experiences?

Main Social Media Risks for Organisations

Online Reputation Risks

How to react to social media comments

Check, manage and respond to Social Media

Living with Criticism

Ignoring comments

Respond Quickly in Public

Take Complaints Offline!

Managing your Facebook Page

Options: Hide Comments

Options: Delete Comment or Ban

User

Exercise: Fancy Dress Shop

Scenario

Exercise: Fancy Dress Shop

Scenario

What are the main risks for the shop?

How could this incident have been avoided?

How would you react to this situation?

Social Media Policy

Social Media Policy Guide – Free Download

http://www.octavedigital.co.uk/digital-learning/online-guides/

Paid Tools

Paul McGarrity