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Mastering Social Media Workshop 3 Exercises
The document outlines a workshop focused on creating an implementation plan for social media, specifically targeting Twitter, Facebook, and LinkedIn. It includes exercises for establishing a vision and strategy, setting up accounts, evaluating content approaches, and measuring performance using various tools. Participants are encouraged to reflect on organizational culture and resources to ensure successful social media management.
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Mastering Social Media Workshop 3 Exercises
- 1. Mastering Social Media ‘Stopand Reflect’ Exercises Workshop 3: Implementation and Performance Measurement Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com June, 2011
- 2. The following exerciseswill form the basis of your Social Media Implementation Plan. Please review and complete in your own time: TOPIC 1: TWITTER ..............................................................................................................................3 Exercise 1: Twitter Vision and Strategy .................................................................................................... 3 Exercise 2: Twitter Set Up and the Basics ................................................................................................. 4 Exercise 3: Customers and Building Your Community .............................................................................. 5 Exercise 4: Evaluate your Content / Conversation approach ................................................................... 6 Exercise 5: Twitter Applications ................................................................................................................ 8 Exercise 6: Performance Management ..................................................................................................... 9 Exercise 7: Organisation, People and Resource Issues ............................................................................. 9 TOPIC 2: FACEBOOK ......................................................................................................................... 10 Exercise 1: Facebook Vision and Strategy ............................................................................................... 10 Exercise 2: Facebook Set Up and the Basics ........................................................................................... 11 Exercise 3: Customers and Building Your Community ............................................................................ 12 Exercise 4: Evaluate your Content / Conversation approach ................................................................. 13 Exercise 5: Management of Facebook .................................................................................................... 15 Exercise 6: Performance Management ................................................................................................... 16 Exercise 7: Organisation, People and Resource Issues ........................................................................... 16 TOPIC 3: LINKEDIN ........................................................................................................................... 17 Exercise 1: Key insights ........................................................................................................................... 17 CHANNEL TEMPLATE ........................................................................................................................ 18 Vision and Strategy for _________________________ ......................................................................... 18 Channel Actions ...................................................................................................................................... 19 Performance Measurement.................................................................................................................... 21 Organisation, Resources and People ...................................................................................................... 22 Mastering Social Media Session 3 Page 2
- 3. TOPIC 1: TWITTER Exercise1: Twitter Vision and Strategy What do you want to use it for? What business benefits do you hope to derive? How will Twitter help you achieve your core business objectives? What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI? Mastering Social Media Session 3 Page 3
- 4. Exercise 2: TwitterSet Up and the Basics Yes / No a) Have you set up a twitter account for your business? b) Are you happy with the content of your profile c) Are you happy with the design of your page d) Do you understand the basic layout of a twitter page e.g. Home Page, Profile, Messages, Who to Follow, Account Settings, Search etc e) Do you understand the following terms: • Tweets • Retweets (RT) • @reply • Direct message • Hashtags # • Follow/unfollow; following/followers • Lists Add Comments here Mastering Social Media Session 3 Page 4
- 5. Exercise 3: Customersand Building Your Community Who are your customers – who do you wish to engage with on Twitter? Start by ‘following’! Aim to follow 100 ‘relevant’ people – use ‘search’and ‘directories’ and #topic to find relevant tweets. Search tools Social Media Monitoring Directories Twitter Search Topsy We Follow http://search.twitter.com/search www.topsy.com http://wefollow.com TweetDeck Social Mention www.socialmention.com Twellow http://www.tweetdeck.com/ http://www.twellow.com/ Google Alerts Bing www.google.com/alerts Twibs http://www.bing.com/twitter http://www.twibs.com Twitterati http://twittorati.com/ Yes / No a) Do you now follow relevant individuals for your business or organisation? Mastering Social Media Session 3 Page 5
- 6. Exercise 4: Evaluateyour Content / Conversation approach What do you do well? What could you do better? Mastering Social Media Session 3 Page 6
- 7. Use the followingtemplate to map out a Content Plan for Twitter (this can be as detailed or high level as you like). Twitter Content Plan Content Weekly Daily Summary S M T W T F S Frequency Tone/Theme Topics / #Hashtags Tweet Types (update, video, image) Own/Other Peoples Content (Retweets) Sources of Inspiration Replies / DMs Any comments Mastering Social Media Session 3 Page 7
- 8. Exercise 5: TwitterApplications Review and evaluate some of the Twitter Tools and Applications listed on our blog - www.energise2- 0.com/2011/02/04/a-list-of-useful-twitter-applications/ Add Comments here Also, and if you haven’t already done so, choose one of the following applications and become familiar with it, using it to carry out some of the common actions – Tweet, Retweet, Direct Message, @Reply and so on. Try the same application on your desktop and your mobile phone. Choose one of the following tools: Desktop (Y/N) Mobile (Y/N) a) Have you used TweetDeck http://www.tweetdeck.com/ on your… b) Have you used Seesmic http://www.seesmic.com/ on your… c) Have you used Hootsuite http://hootsuite.com/ on your… Mastering Social Media Session 3 Page 8
- 9. Exercise 6: PerformanceManagement Use one or more of the following tools to monitor the performance of a twitter account of your own choice adding important findings and implications in the box below. Klout http://klout.com/ Topsy http://analytics.topsy.com Export.ly http://export.ly TweetStats http://tweetstats.com What Conclusions have you drawn? Exercise 7: Organisation, People and Resource Issues Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines? Add Comments here Mastering Social Media Session 3 Page 9
- 10. TOPIC 2: FACEBOOK Exercise1: Facebook Vision and Strategy What do you want to use it for? What business benefits do you hope to derive? How will Facebook help you achieve your core business objectives? What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI? Mastering Social Media Session 3 Page 10
- 11. Exercise 2: FacebookSet Up and the Basics Please check the following: Yes / No a) Have you set-up a Facebook Page for your business? If not, please go to www.facebook.com/pages b) Are you happy with your page in the following areas: Category/ page name Image Photo Showcase Default Filter Admin View Settings Basic Information Permissions f) Do you understand the following? Customised Landing Page Navigation Tabs Facebook Insights Suggest to Friends Add Comments here Mastering Social Media Session 3 Page 11
- 12. Exercise 3: Customersand Building Your Community Who are your customers – who do you wish to engage with on Facebook? After the session, you may wish to check some of the following Community Yes / No Building techniques: Invite friends by email using ‘Invite Friends’ ‘Suggest to Friends’ Embed Facebook widget/link on your web site/blog Invite your email/ezine subscribers Add social media profiles to your email signature file The potential for running an incentivised Facebook Advert Add page link/badge to your profile page Actively participate in relevant groups/pages – tagging your post Offline marketing of your Facebook Page Think about the best way of creating a viral campaign Remember once you reach 25 ‘likers’, register your own unique address – www.facebook.com/username Add Comments here Mastering Social Media Session 3 Page 12
- 13. Exercise 4: Evaluateyour Content / Conversation approach What do you do well? What could you do better? Mastering Social Media Session 3 Page 13
- 14. Use the followingtemplate to map out a Content Plan for Facebook (this can be as detailed or high level as you like). Facebook Content Plan Content Weekly Daily Summary S M T W T F S Frequency Tone/Theme Topics Post Types (update, video, image) Own/Other Peoples Content (OPC) Sources of Inspiration Participation in other groups/ pages Any comments Mastering Social Media Session 3 Page 14
- 15. Exercise 5: Managementof Facebook You can manage your Facebook account from the native Facebook platform or from a small number of other applications. Choose one of the following applications and become familiar with it, using it to carry out some of the common actions – Post, Delete Post, Like, Comment, and so on. Try the application on your desktop. Choose one of the following tools: Desktop or Browser (Y/N) a) Have you used Hootsuite http://hootsuite.com/ on your… b) Have you used TweetDeck http://www.tweetdeck.com/ on your… c) Have you used MediaFeedia http://mediafeedia.com on your… d) Have you used HyperAlerts http://www.hyperalerts.no/ on your… Add Comments here Mastering Social Media Session 3 Page 15
- 16. Exercise 6: PerformanceManagement Use one or more of the following tools to monitor the performance of your Facebook Page adding important findings and implications in the box below. Facebook Insights http://www.facebook.com Social Baker http://www.socialbakers.com Hootsuite http://hootsuite.com/ Export.ly http://export.ly What conclusions have you drawn? Exercise 7: Organisation, People and Resource Issues Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines? Add Comments here Mastering Social Media Session 3 Page 16
- 17. TOPIC 3: LINKEDIN Exercise1: Key insights Please note the key areas of learning for Linkedin Mastering Social Media Session 3 Page 17
- 18. CHANNEL TEMPLATE Vision andStrategy for _________________________ What do you want to use it for? What business benefits do you hope to derive? How will _____________ help you achieve your core business objectives? What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI? Mastering Social Media Session 3 Page 18
- 19. Channel Actions List keySet-Up tasks Who are your customers – who whom do you wish to engage through _________________? Mastering Social Media Session 3 Page 19
- 20. Use the followingtemplate to map out a Content Plan (this can be as detailed or high level as you like). Content Plan Content Weekly Daily Summary S M T W T F S Frequency Tone/Theme Topics Post Types (update, video, image) Own/Other Peoples Content (OPC) Sources of Inspiration Participation in other native places Any comments Mastering Social Media Session 3 Page 20
- 21. Which Management Toolswill you use here? Performance Measurement What Performance Tools have you/ will you use and what conclusions have you drawn? Mastering Social Media Session 3 Page 21
- 22. Organisation, Resources andPeople Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines? Add Comments here Mastering Social Media Session 3 Page 22