webforward 2011 workshop b - getting strategic: making your social media strategy work, abc

1st June 2011Sydney Convention & Exhibition Centre

WebForward Workshop 2011

Getting strategic: making your social media strategy work

Ping Lo, Social Media Coordinator, ABCBernie Sheehan, Manager Digital Skills Development, ABC

Rod McGuinness, Social Media Producer, Radio, ABC

Ping Lo, Rod McGuinness, Bernie SheehanAustralian Broadcasting Corporation

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Outline1. Overview2. Devising your plan 3. Twitter and Facebook4. Other platforms and tools

- Company examples 5. Case study 6. Practical exercise7. Summary

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1. Social media overview

• Industry snapshot• ABC activity• Future directions• Challenges

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2. Plans and goals

Why have a plan and set

goals?

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Why have a plan?

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So you know:• What you want to achieve and whySo you can:• Set goals that can be measured• Think through any potential problemsSo you don’t:• Rush in, over commit, under deliver, lose your

audience and damage your reputation

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Devising your plan

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Steps: 1. Assess current situation2. Develop goals3. Gather resources4. Training5. Implementation6. Analytics and review

Ping Lo, Rod McGuinness, Bernie SheehanAustralian Broadcasting Corporation

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Assess current situation

• Competitive analysis• Who is your audience• Internal stakeholders • What else is in place• Evaluate tools and platforms

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Ping Lo, Rod McGuinness, Bernie SheehanAustralian Broadcasting Corporation

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Develop your goals

• What you want to achieve and why• How realistic are your goals• Timeframe• Measurement• Level of engagement

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Ping Lo, Rod McGuinness, Bernie SheehanAustralian Broadcasting Corporation

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Gather resources

• Resourcing needs• Time allocation• Management support• Escalation procedures• Anticipate and plan for audience growth

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Ping Lo, Rod McGuinness, Bernie SheehanAustralian Broadcasting Corporation

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Training

• Skills audit• Moderation, editorial policies, escalation

procedures, • Editorial voice and style • Future training needs• Checks and balances

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Implementation

• Plan with your social media • Branding and editorial guidelines• Team communication plan• Cross-promotion plan• Check–in with your audience

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Analytics and review

Measure, analyse and learn from

your results

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Ping Lo, Rod McGuinness, Bernie SheehanAustralian Broadcasting Corporation

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3. The two biggies

• Facebook and Twitter• Your vision• Interaction• Scheduling updates• Postings to multiple platforms• Integrating with existing activities

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Facebook pros

• “Talkback”• Crowd source• Ideas generation• Cross-promotion• Reach a large audience• Build community • Encourage UGC• Traffic referral to website

and links

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Facebook cons

• Problem posters• Attacks/off-topic conversations• Work vs personal• Ethical issues with personal accounts • Verifying facts• Linking to controversial pages• Use of images and content

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Twitter pros• Build personal or company brand• Crowd source• Network• Targeted feedback• Track topics in real-time• Monitor breaking news• Quick response• Traffic referral• Ideas/trends/research/sources

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Ping Lo, Rod McGuinness, Bernie SheehanAustralian Broadcasting Corporation

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Twitter cons• Privacy• Easy to jump the gun• Personal vs professional• Verifying facts• Resourcing• Retweets may be seen

as endorsements• Consistency – one

account – multiple tweeters

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4. Other platforms + tools

• YouTube• FourSquare• LinkedIn • Digg• Wikis• Blogs

• Storify• Delicious• Audioboo• Flickr• Diaspora• Tackable

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New platforms + good engagement

• How to keep up• Process for evaluating new platforms

- fast turnaround• Questions to ask• Examples of good engagement

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5. Social media case study

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6. Social media activityDiscuss:• Pick a social media scenario• Two goals you want to achieve and why• Tools/platforms • Collaborators• Measuring success• Report back

Ping Lo, Rod McGuinness, Bernie SheehanAustralian Broadcasting Corporation

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7. Summary

• Workshop summary• Questions

THANK YOUWorkshop finish

Bernie SheehanABC People & Learningsheehan.bernie@abc.net.autwitter @bernie_sheehan

Ping LoABC Innovationlo.ping@abc.net.autwitter @pinglo

Rod McGuinnessABC Radio mcguinness.rod@abc.net.au twitter @rod3000