Mastering Social Media ‘Stop and Reflect’ Exercises Workshop 3: Implementation and Performance Measurement Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com June, 2011
Nov 12, 2014
Mastering Social Media
‘Stop and Reflect’ Exercises
Workshop 3: Implementation and Performance Measurement
Dr. Jim Hamill Alan Stevenson Vincent Hamill
www.energise2-0.com June, 2011
Mastering Social Media Session 3 Page 2
The following exercises will 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 3
TOPIC 1: TWITTER
Exercise 1: 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 4
Exercise 2: Twitter Set 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 5
Exercise 3: Customers and 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
Twitter Search
http://search.twitter.com/search
TweetDeck
http://www.tweetdeck.com/
Bing
http://www.bing.com/twitter
Social Media Monitoring
Topsy www.topsy.com Social Mention www.socialmention.com Google Alerts www.google.com/alerts
Directories
We Follow
http://wefollow.com
Twellow
http://www.twellow.com/
Twibs
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 6
Exercise 4: Evaluate your Content / Conversation approach
What do you do well?
What could you do better?
Mastering Social Media Session 3 Page 7
Use the following template to map out a Content Plan for Twitter (this can be as detailed or high level as you like).
Twitter Content Plan
Content Weekly Summary
Daily
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 8
Exercise 5: Twitter Applications
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 9
Exercise 6: Performance Management
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 10
TOPIC 2: FACEBOOK
Exercise 1: 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 11
Exercise 2: Facebook Set 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
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Mastering Social Media Session 3 Page 12
Exercise 3: Customers and 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
Building techniques:
Yes / No
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
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Mastering Social Media Session 3 Page 13
Exercise 4: Evaluate your Content / Conversation approach
What do you do well?
What could you do better?
Mastering Social Media Session 3 Page 14
Use the following template to map out a Content Plan for Facebook (this can be as detailed or high level as you like).
Facebook Content Plan
Content Weekly Summary
Daily
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 15
Exercise 5: Management of 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 16
Exercise 6: Performance Management
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 17
TOPIC 3: LINKEDIN
Exercise 1: Key insights
Please note the key areas of learning for Linkedin
Mastering Social Media Session 3 Page 18
CHANNEL TEMPLATE
Vision and Strategy 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 19
Channel Actions
List key Set-Up tasks
Who are your customers – who whom do you wish to engage through _________________?
Mastering Social Media Session 3 Page 20
Use the following template to map out a Content Plan (this can be as detailed or high level as you like).
Content Plan
Content Weekly Summary
Daily
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 21
Which Management Tools will 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 22
Organisation, Resources and People
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