Understanding social media workshop
-
Upload
richard-stacy -
Category
Documents
-
view
265 -
download
0
description
Transcript of Understanding social media workshop
![Page 1: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/1.jpg)
Understanding the world of social media
Workshop
Istanbul 13 December 2012
![Page 2: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/2.jpg)
Creating a social media plan
Operation Plan
Content
Response
People Plan
Objectives
Infrastructure Plan
![Page 3: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/3.jpg)
The Case Study
![Page 4: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/4.jpg)
What does a strategy look like?
Operation Plan
Content
Response
People Plan
Objectives
Infrastructure Plan
![Page 5: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/5.jpg)
Channel and message identification challenge
Behaviour identification and response challenge
Ability to reach the whole target group with generic
information
Ability to respond to specific situations or
requirements
![Page 6: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/6.jpg)
Address overall brand image and reputation
Solved via production of communications outputs
Linked to specific operational issues
Solved via the design and implementation of business processes
Have clearly identifiable metrics (usually linked to measurable shifts in behaviours)
![Page 7: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/7.jpg)
Example: Vodafone • Vodafone identified a long-
term need to hire 40 specialist technicians (in an area not conventionally associated with mobile telecoms). A £1.5 million budget was allocated (advertising and agency fees)
• Objective: To hire at least 50% via direct recruitment (via social channels), thus saving agency costs
![Page 8: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/8.jpg)
Example: Vodafone • Process – train existing
employees on social networking and publication techniques – to raise the profile of Vodafone’s expertise and participation in this space. Note: they did not publish the availability of jobs
• Result: 80% of the hires made via direct recruitment, saving approx. £1.3 million
![Page 9: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/9.jpg)
You can’t have single, overarching social media objectives
![Page 10: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/10.jpg)
Supporting a traditional campaign
It can help you steer a campaign, rather than power a campaign
Social media is your campaign dashboard
![Page 11: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/11.jpg)
Process
What are your key business issues?
What opportunities might there be for a social
solution?
Ease of solution versus
size of the prize
![Page 12: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/12.jpg)
What does a strategy look like?
Operation Plan
Content
Response
People Plan
Objectives
Infrastructure Plan
![Page 13: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/13.jpg)
Conversation space
Monitoring Social News Hub
Content & Response Process
Hosted or supported
communities
A brief look at infrastructure
![Page 14: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/14.jpg)
Conversation space
Monitoring
A brief look at infrastructure
![Page 15: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/15.jpg)
It all begins with listening
![Page 16: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/16.jpg)
![Page 17: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/17.jpg)
![Page 18: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/18.jpg)
Can’t be done via black box
![Page 19: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/19.jpg)
Conversation space
Monitoring
A brief look at infrastructure
Content & Response Process
![Page 20: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/20.jpg)
What is our content strategy?
Content is not necessarily something you can plan in advance
Content is better understood as a process
![Page 21: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/21.jpg)
What is our information strategy?
Responding
Publishing ‘traditional’ content
Targeting Google space
![Page 22: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/22.jpg)
What are the
questions your
audiences are going
to be asking?
What spaces should
we responding to (e.g.
HDTV problem)?
![Page 23: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/23.jpg)
Tagging and categorisation
• How will your content be categorised
• What will be the conversations / tags
![Page 24: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/24.jpg)
Conversation space
Monitoring Social News Hub
Content & Response Process
A brief look at infrastructure
![Page 25: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/25.jpg)
Creating a social news hub
What we do What we are doing
![Page 26: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/26.jpg)
Creating a social news hub
• Will use Wordpress • Is a ‘socially optimised’
publishing platform • Incredibly easy to update • Very easy to link and
share content in other outposts
• Very cheap and easy to make
![Page 27: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/27.jpg)
![Page 28: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/28.jpg)
![Page 29: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/29.jpg)
Conversation space
Monitoring Social News Hub
Content & Response Process
Hosted or supported
communities
A brief look at infrastructure
![Page 30: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/30.jpg)
How to use Facebook
What the organisation wants to say
What the consumer / citizens wants to say
![Page 31: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/31.jpg)
How to use Twitter
#whatever
X
![Page 32: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/32.jpg)
Process
What are the questions we need to answer?
What ‘digital language’ are people using?
Where will we be ‘vectored’
Tool selection and usage plan
![Page 33: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/33.jpg)
People plan
33
Who are the people that will need to be involved? • The corporate DJ • Relevant experts • Supervisors /
moderators
What will their roles and functions be? • Monitoring • Conversation
response • Content /
information creation
What activation and support processes are required? • Recruitment • Training / motivation • Technical support • Creative / policy guidance
![Page 34: Understanding social media workshop](https://reader033.fdocuments.in/reader033/viewer/2022051817/547e2dbeb37959652b8b540a/html5/thumbnails/34.jpg)
Operation Plan
• Objectives • Activities • Completion
metrics
Phase one Phase two Phase three
• Objectives • Activities • Completion
metrics
• Objectives • Activities • Completion
metrics