Mastering Social Media Workshop 3 Presentation

Mastering Social Media Workshop 3 Implementation and Performance MeasurementDr. Jim Hamill Alan StevensonVincent Hamillwww.energise2-0.comJune, 2011

FocusKey issues in implementing your social media strategy Channel Action Plans Performance Measurement

Channel Action PlansOnce your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channelCascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etcBut not ‘Paralysis by Analysis’The Action Plan for each channel should include a clear statement of…..

Channel Action PlansVisionChannel ObjectivesKPIs and TargetsCustomersKey Channel Actions and Initiatives for ‘getting thereOrganisation, resource and people issuesTools and applicationsPerformance measurementDo’s and Don’t’s

Key Questions to AddressChannel Vision and ObjectivesWhat is your overall vision for this channel?What are the main objectives to be achieved? Are these closely aligned with and supportive of your core business objectives? (Link back to your SM Strategy Document)What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI?

Key Questions to AddressChannel ActionsThe Basics – for each channel, are you happy with - Page Set Up, Profile, Design, Basic Layout, Terminology, Features/Functions, IntegrationKey Success Factors – the ‘4Cs’ approachCustomersContentConversationsConversion

Key Questions to AddressTools and ApplicationsWhat tools and apps should I use for this channelOrganisation, People and Resource AspectsDo we have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines?Performance MeasurementHow should we measure channel performance and business impact?

AgendaAction Plans for Successful Channel DevelopmentTwitterFacebookLinkedin (Guest Speaker – Paul McComish)Blogging (briefly)‘Stop and Reflect’ Exercises/ Channel TemplatesSame principles apply across all channels – ‘Be social before doing social’

TwitterTwitter – An OverviewThe Basics - Channel Set-Up and TerminologyIntegration Options The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions Twitter Tools and ApplicationsPerformance MeasurementOrganisation and People

Twitter – what is it?Twitter www.twitter.com is a social networking service combining elements of blogging and texting (now multimedia as well)It allows users to send updates to their friends (or "followers") via the web or mobile phone Messages (or "tweets") are up to 140 characters eachUnlike Facebook/Linkedin, anyone on Twitter can follow your updates

Go towww.twitter.com/stephenfry

There are lies, damned lies, statistics and twitter statistics The most important stat is whetheryour ‘customers’ use it or can beencouraged/trained to use it and thevalue add to the relationship

Points to NoteThe ‘tweet river’ is becoming polluted – create music not noise – see blog post ‘Why People Unfollow’Listen, learn, develop ‘actionable insight’ (by ‘following’ the right people). ‘We have two ears and one mouse’Broadcast/PR – inform, increase awarenessCost effective communications tool, instant/timely updates But it is NOT just about one way broadcasting – its about conversation and engagement – this has time and resource implications

Points to NoteTwitter should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channelsShould deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationshipsAdopt a ‘customer led’ approach

Business BenefitsImproved marcoms effectiveness and efficiencyPerformance measurement tools are available

Stop & ReflectTwitter Exercise 1Vision 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?

Getting StartedGo to Twitter.com. Click on the "Join the Conversation" button in middle of the pageFill out basic information. This will include your full name, preferred user name, password and e-mail address. Remember that the user name is what people will see with an "@" symbol in front of it. For example, @yourname See if your contacts are on Twitter. After you fill out basic info, you'll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts so you can begin following them if they're already on the serviceLook at Twitter's suggestions. Twitter will suggest some people for you to follow as well. Check to see if any of them are relevant

Getting StartedSet up your profile. Click on "settings" in the upper right corner of your Twitter home page. You'll be brought to a tab-based menu that helps you build your profile and adjust settingsFill in the fields. Of particular importance is the "one line bio" under the "Account" tab. You have 160 characters to present yourself to the Twitter community. Many people choose to state their profession, and then maybe something outside of work that interests them as wellAlthough, direct access to the Twitter Website is still the most popular means of managing your Twitter activity, popular Twitter clients like TweetDeck make managing your Twitter world much easier

Stop & Reflect Twitter Exercise 2Make sure you understand the following terms: Layout: Home Page, Profile, Messages, Who to Follow, Account Settings, SearchDesign – can be personalised, to some extentTweetsRetweets (RT)@replyDirect messageHashtags #Follow/unfollow; following/followersLists

Features and FunctionsNative AppUsernameTweet

Custom designTweet with shortened URLAramexTweet @ replies

RetweetBoingoHashtagsSubscribe to Tweets

Features and FunctionsFavourited TweetSuggested Follows

Integration OptionsYou can embed/integrate your tweets into other channels e.g. Linkedin, your blog etcBe very careful

Key Success FactorsThe 4Cs of Building a Successful Twitter Channel

The 4Cs FrameworkCustomersengage with the right ‘customers’ and build your community Contentbe ‘customer led’ and add valueConversationstwitter is not a broadcast channel. It is marketing as a ‘conversation’Conversionsthe ‘call-to-action’; core business objectives

Stop & Reflect Twitter Exercise 3Twitter Exercise 3Who are your customers – who do you wish to engage with on Twitter?

Building Your CommunityUse your existing communications channelsUse the community building tools provided by twitterSome advice on "Finding Your Tribe"...Start by Following, Engage and Be Followed, the role of Influencers, Directories, Spam and Avoid Get Follower Fast Schemes

Building Your Community on Twitter1. Start By FollowingAim to follow 100 ‘quality’ profiles initially – to get started and get on the learning curveSome will ‘reciprocate’ but users are becoming more discerning – quality of your tweets and depth of engagement (replies, DM) are criticalAs your twitter presence develops, your level of conversion should increaseTools are available for showing who followed you back http://friendorfollow.com and http://www.tweepler.comNetwork (through Replies or Direct Messages) and otherwise striving to add value with every tweet

Building Your Community1a. Deciding Who to FollowYou should aim to follow accounts that add value to both you and your networkIdentify sources for “value” messages. Only follow those that provide valuable messages on a regular basisFollow those who are ‘influencers’ for your target customers This will help you to keep track of their tweets / conversations. You may be followed back. You will see opportunities for more direct engagementYou can easily identify those to follow in a number of ways

Building Your Community1b. Follow through Quality Content The best way to find ‘Who to Follow’ is through the quality of their Tweets and Retweets (and through search and lists). A good focused Tweet can indicate if someone is worthy of a follow. This works both ways. Consider the quality of your Tweets and the impact this is having on you being followed There are good twitter search tools availablehttp://search.twitter.com/searchhttp://www.tweetdeck.com/http://www.bing.com/twitter Social Media Monitoring Tools (www.topsy.com and others)

Building Your Community1c. Use of Twitter Directories A range of directories have emerged which have attempted to categorize people to follow, through their interests and professional background. We Follow http://wefollow.comTwellow http://www.twellow.com/Twibs http://www.twibs.comTwitterati http://twittorati.com/We would suggest subscribing to some of the more popular directories and getting a profile up there also, makes it easier again for others to find you and understand quickly what you're all about

Building Your Community1d. Use of Spam Avoidance Techniques There are many examples of Spam on Twitter and a mechanism is provided on both the Twitter website and some of the more popular clients to report thisTools are available for validating the 'follow' processes e.g. TrueTwit http://truetwit.com/truetwit/signUpBest way to avoid spam is through careful selection of profiles to follow. Be aware of ‘get rich quick schemes’ and avoid overtly attractive profile picturesRemember the old adage, if it seems too good to be true it usually is

Building Your Community1e. Do Not Automate the Follow Process Tools are available for automating the follow processWe do not recommend these tools. Examples include: http://twitterbatcher.comhttp://followformation.com1f. Avoid Get Followers Fast Schemes There are a number of 'get followers fast' schemesDon’t use themYour aim should be ‘quality’

ContentQuality tweets are the key to success140 characters but try for less to encourage RTs (140-7)Include shortlinks when appropriateAgree tone, theme, frequencyRemember to use @username if you want the individual to see the reply or to respondBalance of Retweets (RTs) and Direct Messages (DM)Organisation and people aspects Content policy and strategyWhat makes a great Tweeter?

ContentBe very careful with twitter gaffesMany examples of slip-ups

ConversationsSocial media is ‘marketing as a conversation’ with your networkIt is not about one way broadcastingThis has time and resource implicationsSome advice......

ConversationsTweet Your tweets should add valueNumber and frequency depends on your customers - frequency is driven by relevance and anticipation from your networkFormat issues – be concise – less than 140 characters to encourage RT and where relevant use a link and url link shortener e.g. bit.ly.

ConversationsReply and Direct Messages These features allow you to engage Twitter in a different way i.e. it becomes as much a 1-1 communication tool as a broadcast toolIt can allow a dialogue between Twitter profiles and on specific Tweets.

ConversationsRetweet Retweeting can add significant value to your network but don’t overdo it. Also – you should be aiming to get your own tweets retweeted….viral effect and you become an ‘influencer’Encourage an RT if its really important

ConversationsUsing Hashtags Words or phrases pre-fixed with # e.g. #topicConversations clustered around a theme. Helps you find where relevant conversations are taking place and join in Hashtags give your tweets (and you) more prominence on certain issuesDon’t spam or misrepresent the # e.g. Habitat

ConversationsTwitter Chat Chatting can be conducted through Twitter. Usually this involves a chat event at a certain time e.g. chat on the Climate Change Conference at Copenhagen at xpm EST.You tweet and add a hashtag to each tweet #climate

ConversationsCreate an Interdependent Presence Networks thrive on interconnectedness and cross fertilization Ensure multi channel coordination You can integrate Twitter with Facebook (#fb) and your Blog Consider Automating Your Tweets If you regularly post your own articles, use of an application like Twitterfeed http://twitterfeed.com or Posterous http://posterous.com/ can make senseBut consider carefully your use of these tools and don’t spamManual tweets are more personal - there is a balance to be struck here

ConversationsUsing Lists A good way to organize your information flow Group Twitter profiles under topics/qualityYou can subscribe to others’ listsThe number of lists which you become part of illustrates the power of your tweets...another measure of your influenceYou are more likely to be found and followed through lists

Stop & Reflect Twitter Exercise 4Evaluate your current Content/Conversation approach? Make recommendations for improvement

ConversionIt is critical to measure the performance of your Twitter activitiesThis can be done in two ways – ‘lag’ and ‘lead’ measures‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives This could include....

Performance MeasurementNumber of followers / that you followGrowth in followers over timeTotal number of TweetsAverage number of Tweets over timeNumber of RetweetsNumber of Lists you are inWho's Following You vs. Who You Are FollowingTo be continued…..

Twitter Tools and Applications

Make Use of Relevant ApplicationsDesktop, Browser and Mobile ClientsTweet FeedsTwitter SearchAnalyticsDirectories and Follow ServicesOthersSee http://energise2-0.com/2011/02/04/a-list-of-useful-twitter-applications/

Stop & Reflect Twitter Exercise 5Review and evaluate some of the Twitter Tools and Applications listed on our blog

Performance MeasurementIt is critical to measure the performance of your Twitter activitiesThis can be done in two ways – ‘lag’ and ‘lead’ measures‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives These could include....

Performance MeasurementNumber of followers / that you followGrowth in followers over timeTotal number of TweetsAverage number of Tweets over timeNumber of RetweetsNumber of Lists you are inWho's Following You vs. Who You Are FollowingThere are a number of tools available for monitoring your twitter performance, including:

AnalyticsKlout: http://klout.com/TweetStats: Trending stats for your twitter profile http://tweetstats.comTopsy: http://analytics.topsy.comExport.ly: http://export.lyTwitalyzer: http://twitalyzer.com/Twittercounter: http://twittercounter.com/Twitturly: http://twitturly.com/Retweetist: http://retweetist.comTwitterfall: http://twitterfall.com/

Stop & Reflect Twitter Exercise 6Use one or more of the following tools to monitorthe performance of a twitter account of your ownchoice Klouthttp://klout.com/Topsyhttp://analytics.topsy.comExport.lyhttp://export.lyTweetStatshttp://tweetstats.com

Stop & Reflect Twitter Exercise 7 Organisation, People and Resource AspectsDo you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines?

Do’s and Don’t’sDon’t Be a ShowoffYour tweets should add value to the ‘customer’ – it’s not about ‘me,me,me’Don’t Use Poor Grammar or SpellingDon’t try to be too coolDon’t Get Too Personal (business users)Keep the conversations warm but professional; it’s what business users expect and anything else comes off as creepy

Do’s and Don’t’sDon’t Auto-TweetIt’s OK to schedule tweets for specific times but don’t automate your entire feed. Users can smell a bot a mile away. Twitter is about personal/brand engagement not blatant promotion. Don’t automatically DM new followers; it’s seen as spam. Don’t Leave Air in the ConversationRespond as quickly as possible – within hours not days.Don’t OvertweetDon’t flood your followers’ timelines

Do’s and Don’t’sDo Shout Out to Users Who Mention YouThank those making favourable comments; be very careful how you respond to any negative commentsDo Monitor Keywords and Sector TrendsAnd respond when appropriateDo Make an Informative ProfileUse your brand logo as your avatar, and state the purpose of the account clearly in your description. Your profile’s main link should direct Twitter followers to the most informative, engaging and user-friendly part of your websiteDo Fish Where the Fish AreWhere your customers hang out

Channel DevelopmentFacebook – An OverviewChannel Set-Up and TerminologyIntegration Options The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions Facebook Tools and ApplicationsPerformance Measurement

Facebook – what is it?Facebook www.facebook.com is a social network service and website launched in February 2004Facebook allows users to do the following: create profiles with photos, lists of personal interests, contact information, and other personal information.communicate with friends and other users through private or public messages and a chat feature. Join, “like” or run common interest groups or pages (organized by business or brand)advertise across the platformSource: Wikipedia and The Authors

Facebook Pages - Business BenefitsCustomer loyalty, repeat business, referral, ‘advocacy’Increased sales (sales / month) – F-CommerceImproved marketing effectiveness/efficiencyReputation/brand managementImproved customer/market knowledge and insight Others?

Stop & ReflectFacebook Exercise 1Vision 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?

The most important stat is whetheryour most valuable current and potential ‘customers’ are hanging out on Facebook

A Typical Facebook Profile: Wall

Facebook Pages -Key FeaturesIndividuals can ‘Like’ pages, this action appears on the News Feed of their friends. Individuals can post, like (a post), comment, and share. FB Pages send status updates that appear in a likers’ homepage; FB Pages can post, like, comment and share*. FB Pages access in-house analytics, Facebook Insights and can have multiple administratorsFB Pages are free and are unlimited in terms of likers. They can control the landing page a user first sees.FB Pages have SEO benefits - featuring high in search results for your brand or product. Source: The Authors and Mokomarketing.com on Scrbd

Facebook PagesYour Facebook Page should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channelsIt should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationshipsAdopt a ‘customer led’ approach

Getting StartedGo to Facebook. Click on the “Create a Page"Choose a category. Choose between: “local business or place”, “company, organisation or institution”, “brand or product”, “artist, band or public figure”, “entertainment”, “cause or community”. Choose a sub-category. And complete business details. Link to a Facebook Account. Update your Page across: Category/ page name; Image; Photo Showcase; Default Filter; Admin View; Settings; Basic Information; and PermissionsSuggest your Page to othersSee if your contacts are on Facebook. After you fill out basic info, you'll be prompted to look for contacts in your Gmail, Yahoo, MSN, Hotmail or AOL accounts

Features and FunctionsPostsCommentsLikesFBML Pages and Landing PagesMain NavigationSuggest to a FriendAdverts

Features and FunctionsPhoto ShowcaseLogoPost or Status UpdateCommentMain Navigation and Likers

CategoryFacebook AdsCustom Pages

Features and FunctionsSort by Top PostsLogoLink addedWallLikesComments

You can embed/integrate Facebook with your Blog, Website, Twitter and YouTube

Facebook + Websites / BlogsLike buttons (update Facebook profile when clicked)Activity button (show what friends are doing on the site)Add Comments (add comments to any web page)Recommendations (suggestions for web pages)Like box (view Facebook Page stream from website)Website Login / Registration authentication through Facebook

Facebook and TwitterPublish Tweets on FacebookPublish Facebook Status Updates on Twitter

Stop & Reflect Facebook Exercise 2Make sure you understand the following terms: Layout: Profile, Page, Wall, News Feed, Account Settings, SearchDesign – profile images - can be customisedLike (Page)PostLike (Post)CommentShareFBML / IntegrationApplications

Key Success FactorsThe 4Cs of Building a Successful Facebook Channel

The 4Cs FrameworkCustomersengage with the right ‘customers’ and build your community Contentbe ‘customer led’ and add valueConversationsFacebook is not a broadcast channel. It is marketing as a ‘conversation’Conversionsthe ‘call-to-action’; core business objectives

Stop & Reflect Facebook Exercise 3Facebook Exercise 3Who are your customers – who do you wish to engage with on Facebook?

Building Your CommunityUse ‘Friend Finder’/ ‘People You May Know’ to send friend request to five people Use the search facility to join/‘like’ three relevant groups/pages Explore the potential Return on Investment from Facebook AdvertisingInvite friends by email using ‘Invite Friends’‘Suggest to Friends’

Building Your CommunityEmbed Facebook widget/link on your web site/blogInvite your email/ezine subscribersAdd social media profiles to your email signature fileThe potential for running an incentivised Facebook AdvertAdd page link/badge to your profile page

Building Your CommunityActively participate in relevant groups/pages – tagging your postOffline marketing of your Facebook PageThink about the best way of creating a viral campaignOnce you reach 25 ‘likers’, register your own unique address – www.facebook.com/username

ContentFrequency – how often to post or updateTopic – 5 key topics focusing on key customer groupsType (update, video, image) – mix it up, photos and videos can be more engagingOwn/Other Peoples Content (OPC) – look for other content to shareTone/theme – friendly, informal, warm, welcoming, advisory, facilitative, authoritativeSources of Inspiration – have some examples of your ideal pageParticipation in other groups/ pages – comment and interact more widely

ConversationsEngage in other relevant FB pages/groups Look for opportunities to stimulate a discussion and encourage user generated content on your own Page Encourage shares, likes and commentsCreate a Response Policy for FB (perhaps a wider initiative across all channels)

EngagementFor status updates, try ending with a question.Add your own comments as needed to get the ball rolling.Come back and reply often to your fans’ commentsAgree an appropriate Response Policy

Stop & Reflect Facebook Exercise 4Evaluate your current Content/Conversation approach? Make recommendations for improvement

ConversionLook for opportunities to make a sale, generate an enquiry, create a referralBe subtleFacebook is not a sales channel

Managing FacebookThird-Party Software can make managing one or more Facebook Pages easy. 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 same application on your desktop and your mobile phoneHootsuitehttp://hootsuite.comTweetDeckhttp://www.tweetdeck.comMediaFeediahttp://mediafeedia.comHyperAlertshttp://www.hyperalerts.no

HootsuiteHootsuite amongst the first to have a mobile client for Facebook Pages

Stop & Reflect Facebook Exercise 5Review and evaluate some of the Facebook Tools and Applications listed on our blog

Performance MeasurementIt is critical to measure the performance of your Facebook activitiesThis can be done in two ways – ‘lag’ and ‘lead’ measures‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives These could include....

Performance MeasurementInvolvement – the number and quality of people involved in FacebookInteraction – the number of comments and likesIntimacy – affection or aversion to the brand Influence – recommendation in terms of shares on FacebookInsight – actionable insight on the Facebook PageImpact – sales, enquiries There are a number of tools available for monitoring your Facebook performance, including:

Stop & Reflect Facebook Exercise 6Use one or more of the following tools to monitorthe performance of a Facebook Page of your ownchoice Facebook Insights http://www.facebook.comSocial Baker http://www.socialbakers.comHootsuitehttp://hootsuite.comExport.ly http://export.ly

Stop & Reflect Facebook Exercise 7 Organisation, People and Resource AspectsDo you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines?

Do’s and Don’t’sDon’t Get Too PersonalOn a Facebook Page you are representing a company or brand - keep the conversations warm but professionalDon’t OverpostAlways try to create valuable, engaging posts. Make music not noiseDon’t Under-PostYour customers are there for an engaging experience, don’t neglect your Page or the needs of your network!

Do’s and Don’t’sDo look for opportunities to engageAlways look for opportunities to widen out the conversation – be a good facilitator Do - be attentiveRespond as quickly as possible – within hours not days.Do let people know you existDon’t be afraid to promote your Page offline and onlineDo engage on other PagesWhere your customers hang out

A Brief Final Word on Social Media Monitoring and Performance Measurement

Monitor and MeasureTo ensure that your SM strategy delivers a return on investment, it is important to monitor and evaluate on-going performance benchmarked against agreed objectives, KPIs and targetsPerformance evaluation should be undertaken at three main levels…

Monitor and MeasureIndividual Channel Performancethe effectiveness/success of each channel benchmarked against agreed targets for the ‘4Is’ i.e. Involvement, Interaction, Intimacy and Influencemost channels provide easy to access statistics for measuring each ‘I’ to a very high degree of accuracy

Monitor and Measure Wider Social Media Performancemonthly or quarterly reporting of the overall ‘buzz’ created by your SM activities using appropriate Social Media Monitoring toolsthis will show the impact of your SM activities on others and other channelsit measures the volume of mentions, trends over time, which channels are driving your buzz, who is taking your message further, through which channels, and what affection or affinity they are showing, and so on

Monitor and MeasureUnderlying Business Performancethe performance of each social media channel and the overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measuresin a social media era, they are the main ‘drivers’ of future business performancethe final level of performance monitoring, therefore, is linking your social media activity to overall business goals and objectives e.g. enquiries, sales or customer loyalty. Is social media achieving your ultimate business objectives i.e. ‘lag’ measures?

Performance MeasurementInvolvement – network/community numbers/quality, time spent, frequency, geography

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

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