OSL

• Being strategic about Social Media

• Social Media Best Practice

• Crisis Management

• Making everything Social

• Amplifying Activities

Being strategicEvery channel needs a clear purpose.

Channels should work in conjunction with one another.

All properties should be seen as part of a brand’s ecosystem.

Channels must not be a tick boxing exercise.

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Twitter

E-Mail

YouTube

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Mobile

Facebook

The merchant ships of VeniceIt’s not safe to pick just one social database and it’s not right either. People don’t do that, they use them for different things. Brands should too.

Being strategicIf there’s no clear vision for a channel, don’t launch it.

No channel should be in isolation.

Use platforms for what they’re good at.

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Divide by level of engagementBrands have to use social networks in the way people do.

Value of engagement

Frequency of engagement

Twitter Facebook Youtube Mobile email OSL

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Tweets can be short, sharp and shareable driversto wider campaign websites.

@tweets provides an easy way to associatecontent with another Twitter account.

Using hash tags helps to package related tweetstogether and align tweets with particular topics.

Facebook provides more space to encourage conversation and generate debate.

Facebook offers more post type options

Best PracticeEach online property needs a carefully developed tone of voice developed.

You can’t simply copy and paste creative from off to online.

Different platforms require different types of creative.

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Best PracticeThere should be a call to action to everything, be it to discuss/share/donate etc.

Channels must be regularly maintained and not left dormant.

Channels must be useful, informative and varied.

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Content has to cut through the noise.

Content can’t simply be posted up and left alone.

Regular moderation and conversation is required.

Analytics needs to be reviewed to ensure content is posted in the best way.

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Comprehensive Facebook monitoring tool

Buzz monitoring package

Twitter growth and reach tool

Twitter growth tool

Facebook pages scorer

Buzz monitoring tool

Facebook Insights

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Crisis ManagementIf you’re not going to listen to what people are saying, don’t ‘do’ social media.

If you’re not going to respond to what people are saying, don’t ‘do’ social media.

Being on social media platforms invites people you interact with you, and you must.

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Waitrose recently made a general Facebook post without first responding to a community question about a sensitive in store situation.

A large number of the page’s users went on to have heated debates, posting really negative comments about the supermarket chain, because it was seen to have ignored the situation.

The supermarket eventually began referencing user posts before continuining on with general posts.

Facebook pages need to -

• Be timely in responding to issues

• Not avoid tricky conversations

• Have a quick turn around on official statements

• Use website properties to control disruption

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Making everything socialThe general internet user now expects any and every brand to be online.

Not having a presence where people expect you means you lose out.

All web activity requires a social element.

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It needs to be easy for users to share content

The more call to actions there are for people to share, the further content goes

Articles that are heavily shared contribute to a website’s natural search results

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Users should be one click away from joining your channels

People should be able to respond there and then

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There should be a range of voices and department represented throughout channels.

A range of voices emphasises the scope of an organisation and its areas of work.

Personality is often likely to convince somebody to commit a pledge or donation.

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Direct marketing creative doesn’t transfer easily to online.

Online platforms need to be considered so the proposition’s compelling.

http://www.fairtweets.comhttp://charityswearbox.com/

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Texts and graphs don’t work as well on screen as they do on paper.

Online campaign literature needs to bring the issue to life.

http://action.usaid.gov/index.php http://www.insidedisaster.com/experience/main.html

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There’s always a lot to say, but less is often more.

http://www.charitywater.org

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Amplifying ActivityAll brands and organisations need to attain as well as retain audiences.

It’s important that the same messages aren’t regurgitated to the same people.

Successful social media channels look beyond their existing crowd, attracting newcomers.

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Online PR and

blogger

outreach

outreachoach

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Tony Wright tony.wright@outsideline.com