act42 outlining so-me-strategy_lius_web
DESCRIPTION
Capacity building session for PVTD EgyptTRANSCRIPT
Strengthening the Institutional Capacity of the Productivity
and Vocational TrainingDepartment PVTD within
the Vocational Training System in Egypt
Creating principles and practices for PVTD in social media
to improve PVTD’s visibility and image
Capacity building session supporting the capacity building workshop
12th-16th October 2014
Esko Lius
CC-BY-NC
Outlining Social Media Strategy Framework for PVTD
Based on Mark Smiciklas’ presentation, delivered on CC-BY-NC license.
Social Media is ChangingMarketing, Communications
– and Business
From “selling” or “one-way communications”
to connecting with you audience
Social Media is ChangingMarketing, Communications
– and Business
From “large campaigns” to “small acts”
Social Media is ChangingMarketing, Communications
– and Business
From “controlling the message”to transparency
Social Media is ChangingMarketing, Communications
– and Business
From “hard to reach”to “present everywhere”
Social Media Overlap
Social media policy
TARGET AUDIENCEWhat does the target audience really want and what can be communicated through social media?
OBJECTIVESWhat are your social media goals?
SOCIAL CAPACITYWhat is your ability and resources to create content and maintain presence in social media?
GOVERNANCEWhat social media policies do you want in place?
Social MediaStrategy Framework
Discovery
LISTENINGWhat are people saying about your brand?
SOCIAL TOOLSWhat channels fit your strategy?
CONTENT STRATEGYIn social media content must have relevance and meaning to the audienceYou can’t just “deliver” – content is raw material for interaction with audiences.
BLOG STRATEGYSuccessful blogs gather comments and are more “conversations” than “press releases”
Social MediaStrategy Framework
Strategy
PRACTICAL ADVICE FOR BLOGGING
• Develop a human, personal voice• Help build two-way conversations with your
audience• Host discussions, arrange polls etc.• Facilitate sharing of information• Share your blog posts in other channels• Link other blogs and resources• Be active in other blogs too
Social MediaStrategy Framework
Strategy
DATA COLLECTIONUse analytics to measure visibility and engagement
RESULTS & GOALSDo the measured result support your goals? How?
REFINE AND TESTTry different approaches and assess analytics to see what works. Adjust your social media strategy according to changes in your audience
Social MediaStrategy Framework
Management
Basics ofSuccessful Blogging
1. Know the goals you want to achieve with your blog
2. Define the core target audience and keep it in mind when you communicate
3. Add content and interact regularly
4. Rethink (and rewrite): does the reader find the added value that there has to be for himself?
5. Find ways to make your blog a community
6. Use rich media (pictures, videos, infograms etc.)
7. Share and syndicate to/from social media
8. Analyze what works and adjust accordingly
8 Steps toLauncing a Successful Blog
"Roadmap to the modern PVTD future” will answer:• what is the desired future/destination• what steps are necessary to get to that
destination• how one step leads to another• alternate routes / risks
”Learning cafe" -style, three-phase group work
Roadmap to the Modern PVTD Future
Phase 1• How PVTD communicates in the future, year 2018?• What is the interaction like?• How the staff will take part?• What mediums/channels we use?• (empty table)
Phase 2• What steps there are to take to reach our destination?• What is included in each step?• What risks there are that it may go wrong?
Phase 3We will make a picture of the roadmap.
Roadmap to the Modern PVTD Future
Think big here!
Roadmap to the Modern PVTD Future
Example
Roadmap to the Modern PVTD Future
Example