North Ayrshire Social Media Training Session 1 Introduction and Overview

ENERGISE2-0.COM

Social MediaTraining Session - Overview

North Ayrshire Council

Dr. Jim Hamill Alan StevensonVincent Hamill

www.energise2-0.com

March, 2011

ENERGISE2-0.COM

Session Content

• Social Media – An Overview

• ‘Social Media Planning Pays’

• Channel Development– Session 1 – Twitter– Session 2 – Requirements?

ENERGISE2-0.COM

What is Social Media?

ENERGISE2-0.COM

ENERGISE2-0.COM

ENERGISE2-0.COM

What is Social Media?

The three main components:

ApplicationsFeatures and characteristics

Business impact

Web 2.0/Social Media

Web 2.0 Applications

Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitterCharacteristics

Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal

Business Impact

MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –

Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.

engage and co-createIT/Software/ApplicationsOperations, Internal Processes and

HRM

ENERGISE2-0.COM

How Big Is It?

ENERGISE2-0.COM

Business Benefits

• Enhanced market knowledge, customer insight and understanding

• Improved customer experience, brand loyalty, retention and repeat business

• Cost effective brand and reputation management• Enhanced customer feedback and comment• Increased sales• More cost efficient and effective marketing• Higher ROI on marketing spend

ENERGISE2-0.COM

Business Benefits

• Building a ‘quality customer base’ – a strong online network of high value, high growth potential customers

• Engage with, energise and leverage key customers and influencers

• Engage and co-create new product development, improving speed to market acceptance and lower R&D costs

• Reduced operating costs and improved efficiency through the use of open source software and hosted applications

ENERGISE2-0.COM

Business Benefits

Group under five headings:• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI • Operations/ Internal Processes (open source and

hosted apps)

ENERGISE2-0.COM

Exercise 1

• Using the template provided, document your social media objectives

• After the workshop, document your KPIs and targets

ENERGISE2-0.COM

Key Things to Rememberabout Social Media

ENERGISE2-0.COM

Key Things to Remember

• It’s social– A key feature is online democracy – with content being provided

by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet

– Conversations are taking place relevant to your business• Power shift

– Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success

– Especially true in information intense industries• Declining effectiveness of traditional approaches

– Does anyone listen to sales/brand messages anymore?

ENERGISE2-0.COMSource: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)

ENERGISE2-0.COM

ENERGISE2-0.COM

Key Things to Remember

• Pull v push– Consumers/users decide what information they wish to access

• New ‘mindsets’ are required– Marketing as a conversation with your customers/network–

dialogue not broadcasting– But this is something that most of us are not very good at doing.

We prefer ‘telling’ people• SM ‘winners’ and ‘losers’

– ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships

ENERGISE2-0.COM

ENERGISE2-0.COM

ENERGISE2-0.COM

Key Things to Remember

• New performance measures– Requires new performance measures

• Quality of your network• Relationship strength• Ability to leverage

• Social media monitoring tools

• The need for new business/marketing models

ENERGISE2-0.COM

Performance Measurement

Involvement – 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

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Insight – customer insight Impact – business impact

Social Media Monitoring Tools –Audit, Assess, Impact

ENERGISE2-0.COM22

The ‘6Is’ Approach

Insight and Impact

Involvement

InteractionIntimacy

Influence

ENERGISE2-0.COM

Key Things to Remember

The need for new business/marketing models

– Traditional approach:• Product development – Differentiate – Market and Promote -

Sell

– New model based on: • Communities, networks, openness, peering, sharing,

collaboration, customer empowerment, ‘think and act’ globally

• Engage and energise• ‘Create the Buzz’

ENERGISE2-0.COM

‘Social Media Planning Pays’

Key Steps in Developing, Implementing and Managing Successful Channels

Apply Professional Project Management Procedures to Ensure Successful Social Media Strategy

Implementation

ENERGISE2-0.COM

Key Steps – (common to all channels)

The overall objectives for that channel

The KPIs to be used

Specific targets

Customers – who, where, how

Channel development – key tasks for ‘getting there’

Performance measurement

Organisation and people

ENERGISE2-0.COM

‘Be Customer Led’

Three key questions:

• Who are our customers, who do we wish to engage with?

• Where do we find them ‘hanging out’ on social media?

• How can we best engage and energise them?

ENERGISE2-0.COM

www.mashable.com

ENERGISE2-0.COM

Exercise 2

• Using the template provided, undertake a Customer Mapping and Segmentation Analysis

• List your main customer groups and their relative importance to your business e.g. ‘Most Valuable’, ‘Most Growable’ and ‘Below Zero’ customers

• Strategic objectives for each group and implications for your social media strategy

ENERGISE2-0.COM

Channel Development

• Channel Set-Up– Design, Layout, Configuration, Profile Content, Use of

Management Apps, Agree Domain • Integration Options

– Web/Blog/Facebook/Twitter/YouTube/Flickr/LinkedIn/TripAdvisor

• Content Plan– Tone and Style, Themes and Messages, Post

Frequency, Sources of Inspiration

ENERGISE2-0.COM

Some Key Decisions

• Customers (Building the Community) – Invitation and Existing Contacts – Marketing on Owned Channels – Marketing on External Channels – Referral and Influencers

• Conversations – Encourage, Response Policy, e-WOM, Cross-fertilise

• Conversions – Enquiries, Sales, Visits, Recommendations

ENERGISE2-0.COM

Some Key Decisions

• Performance Measurement– Tools, Alerts, Reports, Report Frequency

• Organisation and People – Responsibilities (Who), Commitment, Training, Project

Management

ENERGISE2-0.COM

Exercise 3

Social Media Monitoring Exercise• Use some of the Social Media Monitoring Tools listed

below to identify where the main conversations are taking place relevant to your business. List the ‘actionable insights’ delivered.– Search Facebook (www.facebook.com)– Search Twitter (www.search.twitter.com)– Social Mention (www.socialmention.com)– Google Alerts (www.google.com/alerts)– Topsy (www.topsy.com)

ENERGISE2-0.COM

How Sociable

ENERGISE2-0.COM

How Sociable

ENERGISE2-0.COM

Search Facebook

ENERGISE2-0.COM

Search Facebook

ENERGISE2-0.COM

#chocolate

ENERGISE2-0.COM

#chocolate

ENERGISE2-0.COM

Social Mention

ENERGISE2-0.COM

Social Mention

ENERGISE2-0.COM

Social Mention

ENERGISE2-0.COM

Social Mention

ENERGISE2-0.COM

Social Mention

ENERGISE2-0.COM

Social Mention

ENERGISE2-0.COM

Social Mention

ENERGISE2-0.COM

Training Session 1Twitter