social media channel management
DESCRIPTION
Presentation delivered at the Annual Business Conference of the TGI Golf Partnership - Http://www.tgigolf.comTRANSCRIPT
BUSINESS CONFERENCE & GALA DINNER4TH - 5TH FEBRUARY 2014
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Social Media Channel Management
Dr. Jim [email protected]
www.energise2-0.com www.twitter.com/drjimhamill
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Agenda
The Social Media Revolution – recap on opportunities and threats; business benefits
‘Not as time consuming as you think’ - Social Media Management Tools
A brief note on Inbound/Content Marketing Social Media Channel Management ‘Best Practice’ Progress made by TGI and support available Questions Available for 1-to-1 chat after the session
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A conversationnot a broadcast presentation
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Let’s start with a few questions?
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Social Media: The State of Play
Where are you with social media?
What progress have you made since last year’s conference?
Where are you going?
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What Road Are You On?
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Any specific questions you would like addressed?
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The Social Media Revolution
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Video from Last Year's Conference
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More Recent Stats (UK)
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Opportunities and Threats
Opportunities•Increased sales•More cost effective marketing and promotion•Build a quality online network of high value, high growth potential customers - the foundation of sustained growth
Threats•Gen C – constantly connected, empowered customers•Digital Darwinism……………….
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Digital Darwinism
When technology and society evolve faster than our ability to adapt
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Digital Darwinism
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What do the following products/organisations have in common?
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In Common?
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Who Will Be Next?
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MOOCs
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The Future of Education
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Spot the Dinosaur
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The Future of Higher Education?
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For the times they are a-changin’
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Digital Darwinism
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Digital Natives (2005)
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Social Media Management Tools
‘Not as time consuming as you think’
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Social Media Management Tools
Useful tools for effective Social Media Management•Feedly and Pocket - for Social Media Listening•Buffer - for scheduling posts•Hootsuite – for managing channels•Wordpress – for blogging•Mention - for brand sentiment analysis•Social Report - for social media performance measurement•Yammer - for internal social business
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Feedly
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Buffer
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Hootsuite
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Wordpress
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Wordpress
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Wordpress Stats
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Mention
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Mention
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Social Report
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Social Report
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Yammer
A Brief Overview ofInbound/Content Marketing
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Rethinking Marketing & PR
• Unlearn marketing
• New ‘mindset’ required
• Stop telling people how good we are. Prove it.
• A shift from Outbound Marketing to Inbound/Content Based Marketing
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Inbound v. Outbound
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Old Marketing (Outbound)
• Propaganda marketing – this is how great our product/service is, now buy it
• Interruption marketing –direct mail, advertising
• One way shouting AT customers
• Short term sales/campaign driven
• Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail Blasts; Online Advertising; Web Sites that talk AT you
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Reality Check
Customers are no longer passive sheep
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Inbound/Content Marketing
• Content is King! – But content is only ‘great’ if it adds value to the customer so….
• Customer is King! Adopt a customer led approach• Produce great content that is ‘Customer Led’; Authentic;
Compelling; Entertaining; Surprising; Valuable; Interesting• Establish your company as a ‘thought leader’ – a ‘trusted
resource’• Produce great content and your customer will come to you.
Produce really great content and they will share it• Key channels are ……………..
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Inbound/Content Marketing
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Inbound/Content Marketing
• Overall objective is to ignite or elevate your business through great content
• Sell without selling
• Build a quality online network – a quality customer base through high value content and engagement
• Great content drives conversation. Conversation drives engagement. Engagement drives sales
• Great, customer led content is a Competitive Advantage
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The Elevation Principle
Great Content +Other People –MarketingMessages =Growth
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Great Content Ignites Your Business
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Create Music Not Noise
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The Importance of Key Influencers
Social Media Channel Management: Best Practice Advice
For each Social Media Channel, follow accepted ‘best practice’ in effective
Channel Management
Channel Success Factors
• Always align with core business objectives
• Agree priority channels
• An integrated and coordinated approach should be adopted to ensure consistency of brand message, content tone, theme etc across all channels.
• Once priority channels have been agreed, ‘Action Plans’ should be developed for each priority channel covering the following……….
Channel Action Plans
• Channel objectives and business benefits• Channel KPIs and targets• Key success factors – the 4Cs – Customers; Content;
Conversations; Conversion• Channel Actions - Set-up tasks and Content Plan
– Channel Set Up Issues - Page Set Up; Profile; Design; Basic Layout; Terminology; Features/Functions; Integration options
– Content Plan - Frequency of updates; Tone/Theme; Topics; Post Types (update, video, image); Own/Other Peoples Content (OPC); Sources of Inspiration; Participation in other native places; Response Policy; Organisation, Resources and People
• Channel management tools to be used
A Note on Performance Measurement and Business Impact
Performance Measurement
To ensure that the Social Media Strategy delivers high ROI, performance measurement should be undertaken at three main levels:•Individual social media channels•Overall ‘buzz’•Business Impact
A wide range of tools exist for measuring Social Media Performance and Business Impact
OK – so what’s stopping you from moving forward?
Questions/Discussion
TGI GolfSocial Media Progress
Advice and support available
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TGI Golf Social Media Progress
Thank You