8020 Social Media Coaching for Senior Managers

and introduction to Social Media Management Tools

Peter Kerr Director

What We’ll Cover

• Where Social Media (SM) fits in? • Creating a flexible & robust workflow? • What types of tools are available? • How to create an effective social

workflow? • Questions and warnings?

Say ‘Hello’ to Benny!

The process of using something is quite different to the process of creating or managing it!

Where Does Social Media Fit In?

• It’s a marketing resource/opportunity • It’s a customer service resource/opportunity

(i.e. it’s a marketing thing)

• It’s a business challenge (resource, managing, outcomes)

• It’s everything…. and nothing! • What constitutes success for you?

The Golden Rule of Social Media

We must have something interesting/useful/engaging to say

to our chosen audience

Another rule…

A consistent and clear positioning and tone are crucial,

even if the message changes

Last  Rule…

Your  objectives  and  target  audiences  define  where,  what  and  

how  much  you  ‘share’

The Painful Truth ……..

Even if it’s appropriate for your goals, it takes time and effort…

and won’t always work!

The fragmented and changing nature of SM makes it even more important to have a

clear strategy, objectives and plans

A Robust & Flexible Workflow

Set  Objectives

Identify  &  Target  

Audiences

Agree  Messages

Create  Content

Distribute  Content

A Robust & Flexible Workflow

Set  Objectives

Identify  &  Target  

Audiences

Agree  Messages

Create  Content

Distribute  Content

A Robust & Flexible Workflow

Set  Objectives

Identify  &  Target  

Audiences

Agree  Messages

Find  &  Create  Content

Distribute  Content

Email  Lists Internal

A Robust & Flexible Workflow

Set  Objectives

Identify  &  Target  

Audiences

Agree  Messages

Find  &  Create  Content

Distribute  Content

Email  Lists Internal

Feedback  &  Measurement

New  Audience

Example of SM ToolsFinding

AudiencesFinding Content

Publishing &

Signposting

Monitoring &

MeasuringHootsuite Pro !Commun.it !FollowerWonk !LinkedIn !Existing Contacts !Google Advanced Search

Hootsuite Pro !Feedly !Internal Resources !Email Newsletters !Slideshare

Hootsuite Pro !Buffer !Websites & Blogs !Google+ !LinkedIn !Press Releases !MailChimp

Hootsuite Pro !Buffer !Commun.it !Google Analytics !MailChimp

Professionals use Professional Tools

Types of Tool

• Aggregators for Monitoring • Aggregators for Management • Aggregators for Marketing • Aggregators for Measurement • Content Repurposing • Community Builders

Why Use Management Tools?

• It’s how we’d robustly manage any other aspect of marketing and comms. (PR agencies, snipping services, advertising management, events management)

• They save time • They enable good management and

measurement of all SM activity in an organisation

Building an Audience

• What are we offering? • What are we not offering? • Who do we want to talk to? • Who aren’t we interested in? • What are we trying to say? • What do we want from them (action)? • How do we measure it effectively?

Some questions to ask yourself

• Have I aligned the platforms, message, content and audience with my objectives?

• Has it made a difference (positively)? • Has that difference justified the

investment?

A  Word  of  Warning…

Or….. how do some organisations get it so spectacularly wrong?

• It’s easier to get it wrong than right • The users know more than the managers • The users outnumber the managers • The organisation was ‘trying out’ social media • Social media was left to someone in the marketing or IT

dept. • The organisation thinks it’s in control • The organisation saw social media as separate,

experimental, not as important as traditional media (or thought it could always use traditional media to solve issues)

Ongoing

• Be prepared for changes to platforms & tools as the mix that works best today will be different tomorrow

• Think about your objectives first, and the audiences, messages and platforms in that order

• Streamline, aggregate and automate the processes, but not the users or the message – let good marketing prevail

• Measure and adjust • If it’s not working or no-one’s listening, drop it • Don’t treat social media as a standalone channel