social media - where do i start? strategy, planning & measurement

IntroductionJO PORRITT

HOW IS JO USEFUL?

> Vice-President Chamber of Commerce

> Co-Founder of European Social Marketing Forum

> Chartered Institute of Marketing Member

> Wealth of agency & client side experience

> Regular conference/seminar speaker

Contact jo@crowdmedia.co.uk

NETWORK SOCIETYWE ALL LIVE IN THE

Eh? What’s that?

In 2009 humans produced more data than in the last 5000 yearsSounds noisy...

We are moving from an industrial age to a networked economy and business needs to rebootWe’re ‘always on’ and always connected...

DON'T FORGET WE'VE CHANGED BEFORE.WHY ARE WE SURPRISED THIS TIME?Fundamental change is always driven by technology...

“the new knowledge culture has arisen as our ties to older forms of social community are breaking down, our rooting and physical geography is diminished, our bonds to the extended and even the nuclear family are disintegrating, and our allegiances to nation states are being redefined.” Jenkins

NETWORK SOCIETY CONVERGENCE CULTURE

obama changed the way politicians organise supporters, advertise to voters, defend against attacks & communicate with constituents

Politics is changing...

During the arab springsocial media played a role in bothinfluencing the protests &Reporting on them.

CITIZEN JOURNALISM UNDERMINED AUTOCRACY

...and with it our social structures.

#newsnight

Increasingly media is about conversation...

“the roles of content provider and consumer have become increasingly muddled; and the traditional view of the audience has been turned on its head” Powell, 33 Million People in the Room

ROLES HAVE SHIFTEDCONSUMER POWER

WHERE DO I START?I’M WITH YOU...BUT...

What should my business think about?

it's a processnot an event

THE TOOLS MIGHT HAVE CHANGED, BUT WHAT IS IT YOU WANT TO SAY?

Research, planning, listening doing

Social media strategy

WHAT DOYOU HAVETO SAY?CONVERSATION IS KING, CONTENT IS JUST SOMETHING TO TALK ABOUT.

DON'T MISTAKE TOOLS FOR STRATEGY. WHAT WAS IT YOU WANTED TO SAY IN THE FIRST PLACE?

SOCIAL MEDIA CENTRALISES COMMUNICATION. TAKE YOUR BRAND TO THE AUDIENCE .

strategybefore

tools

LISTEN...AND LEARNMARKET RESEARCHSocial media offers an opportunity to learn about your audience.

SOCIAL MEDIA LISTENING

> What content is your industry/sector producing online, and on which channels?

> Identify the influencers: listen and learn.

> Who are you attracted to online and why? What is it that they do/say that resonates with you?

> Where are there gaps or opportunities for you to add to the conversation?

> Find your niche: This is not about what Stephen Fry had for breakfast!

> Monitor your competitors/stakeholders/employees: What share of the conversation do they have?

> Use technology to help you listen: Google Alerts, Twitter Search & Hashtags, Hootsuite/Tweetdeck/Radian6

PLANNINGHAVE A PURPOSE

Social media should be an integrated part of your overall communications strategy

SOCIAL MEDIA Planning & strategy

> Remember PAID/EARNED/OWNED media model.

> Set your objectives. These could be:

+ Drive traffic to your website: ideally your news/blog section which is your No 1 digital real estate (mobile/tablet friendly?)

+ Increase brand awareness by creating multiple brand touch points.

+ Increase search visibility (SEO).

+ Storytelling: Who are you people? How are they part of the business? What do you care about? How are you involved in the community?

+ Create informed content: industry commentary, reactions to regulatory updates, market research.

+ Conduct customer research/surveys on your products/services: Co-creation of your brand.

+ HR & Recruitment: Attract new employees & retain existing

& RESOURCINGMANAGEMENT

Social Media is about relationships: Invest time and effort for the long term

SOCIAL MEDIA MANAGEMENT & RESOURCING

> Steady, consistent exchange of information wins over sporadic broadcast messaging.

> Carve out small chunks of time to dedicate to managing effectively and stick to these.

> Include your employees: Who is naturally savvy or demonstrates an understanding of this landscape?

> Use technology to help you:

+ Schedule content

+ Set up alerts for brand/industry mentions

+ Access channels from smartphones

> Get help from the experts.

> Create an internal culture that accepts social technology is here to stay.

> The next generation: Digital natives entering the workplace. How to encourage them?

AND LEARNMEASURE, ANALYSE

Understand your success and understand your failures.Learn, tweak and repeat.

SOCIAL MEDIA Measurement

> What’s the ROI?

+ Of the telephone in the workplace?

+ Of email?

+ Your business lunches & networking events?

> Collect and analyse data to build a profile of your marketplace and your customers:

+ Qualitative: traffic/referrals to your website, demographic breakdown, geographic location, reach of message, impressions.

+ Quantitative: brand mentions - positive or negative sentiment? what do your customers love? what do they hate? what are they saying about you?

+ Aggregate data into your CRM systems, your planning and strategy processes.

> Build a lasting digital footprint: Claim your place and establish your value.

EXAMPLESLEARN FROM

Examples of local social media use.

Guernsey arts commission

ORACLE FINANCE

JERSEY FINANCE

ITV (ORGANISATION)

ITV (INDIVIDUAL)

LOCAL POLITICS

GUERNSEY POLICE

SOURCE RECRUITMENT

GUERNSEY MARKET BUILDINGS

HERM ISLAND

?

don't forgetto beSOCIAL01481 721632 / hello@crowdmedia.co.uk

www.crowdmedia.co.uk / www.crowdtraining.me

facebook.com/wearecrowd

twitter.com/wearecrowd