social media 101 - obiaaconference.com - social media 101.pdfsocial media 101 it’s easier than ......
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SOCIAL MEDIA 101IT’S EASIER THAN YOU THINK
CHRIS DYCKBRAND DIRECTOR, DIGITAL
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AGENDA
• A Quick Bio
• A useful frame for Social Media
• Where do I start?
• Some familiar strategies
• Summary and QA
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CHRIS DYCK (@CDDYCK)
QUICK BIO
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BSc.H.
Life Sciences Marketing Management Web Marketing
Management of
Technology and Innovation
EDUCATION
WORK EXPERIENCE
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OUTCOME FOR TODAY
• Demystify social media by providing a useful frame to get started.
• Provide context and tools so you can create your own social media
communication plans.
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SOCIAL MEDIA:ONE BIG DINNER PARTY
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MARKETING ACTIVITIES CAN BE REFRAMED IN THE CONTEXT OF BEHAVIOURS AT A DINNER PARTY
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• Think like a publisher
• It’s not always about you
• Be the one who people want
to talk to
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SO WHICH PARTY SHOULD I GO TO?
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TODAY, WE ARE GOING TO FOCUS OUR ATTENTION ON GETTING STARTED WITH THE MAJOR ONES.
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THE GOOD NEWS…YOU ALREADY KNOW WHAT TO DO.
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THE RULES MAY HAVE CHANGED, BUT BUSINESS BASICS HAVEN’T.
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1. Know and listen to your Customer
2. Set objectives and plan ways to achieve them
3. Prepare a communication plan
4. Plan and anticipate for risk
5. Test, measure, and learn
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1. KNOW AND LISTEN TO YOUR CUSTOMERPUT TOGETHER PERSONAS OF YOUR CUSTOMER’S ONLINEBEHAVIOUR AND LISTEN TO THEIR NEEDS AND DESIRES.
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• Will give you insight into the type of
platform that is best to reach them
• Provide an indication of the type of
content to create and publish
• Gives you a sense of how you are being
talked about already… it may surprise
and inspire.
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2. SET OBJECTIVES AND PLAN WAYS TO ACHIEVE THEMFOCUS YOUR EFFORTS SO IT’S IN LINE WITH YOUR LARGER BUSINESS OBJECTIVES, AND IMPROVE UPON THEM OVER TIME.
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Examples:
• Build an audience
• Acquire Customers
• Influence sentiment
• Develop loyalty
You are your own benchmark
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3. PREPARE A COMMUNICATION PLANCONSIDER A PUBLISHING SCHEDULE THAT KEEPS YOURELEVANT AND FRIENDLY.
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Sweet
Spot
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4. PLAN AND ANTICIPATE FOR RISKSOCIAL MEDIA IS NOT WITHOUT RISK, BUT PREPARE FOR THE WORST SO YOU ARE READY.
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Have actions ready for these scenarios:
- Negative comments on social feeds
- Bad Press in mass media
- Moderation and monitoring
accountabilities
- Protocols for internal escalations
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5. TEST, MEASURE, AND LEARNFACEBOOK HAS A PAGE ANALYTICS TOOL TO MONITOR REACH, DEMOGRAPHICS, AND ENGAGEMENT.
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Free with your Facebook Page, it gives
you analytics that will measure:
- The demographics of your ‘likes’
- The effectiveness of your posts
- Changes over time (3 months back)
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IF YOU TAKE AWAY ONE THING FROM TODAY…SOCIAL MEDIA REQUIRES AN ITERATIVE APPROACH RATHER THAN A LINEAR ONE.
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• Learn from the engagements with your Customers
• Approach it like a Dinner Party
– Don’t be the wallflower, be the person that people want to talk to
• Test, measure, learn, revise, and repeat
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THANK YOU.QUESTIONS?
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