Social media presentation 2012 v2

The challenges & opportunities of Social Media Theresa Lintvelt Greg Cook Head of Brand & Online Marketing Eureka Financial Group Colonial First State

What we’re going to cover

Companies jump into social…

What we’re going to cover

Companies jump into social…

But most don’t have a proper plan

Welcome

What we’re going to cover

•  Overview of social media platforms •  Developing a social media strategy •  Managing your social media platforms

•  Case study (Greg Cook) •  Discussion •  Tools & tips

Which platform?

Overview of the key platforms

Data  from  h*p://www.socialmedianews.com.au/social-­‐media-­‐sta9s9cs-­‐australia-­‐june-­‐2012/  h*p://thesocialskinny.com/100-­‐more-­‐social-­‐media-­‐sta9s9cs-­‐for-­‐2012/  h*p://blog.marginmedia.com.au/Our-­‐Blog/bid/80873/Australian-­‐Internet-­‐and-­‐Social-­‐Media-­‐Sta9s9cs-­‐March-­‐2012          

11 Million Unique Visitors 1 Hour of video uploaded every second 4 Billion video views per day

11 Million 46% 54% 25% 25 – 34 years 21 minutes 40 seconds

1.6 Million

64% 36% 33% 45 – 54 years 9 minutes 30 seconds

2.1 Million 55% 45% 33% 45 – 54 years 8 minutes 50 seconds

Other useful platforms…

Where to start? With some tough questions

Is this the right way to communicate with your customers?

1.  Where are your customers online?

2.  What are your customers’ social behaviors online?

3.  What social information or people do your customers rely on?

4.  What is your customers’ social influence? Who trusts them?

5.  How do your customers use social technologies in the context of your products.  

What do you want to achieve?

Curating

Producing

Commenting

Sharing

Watching

Map out how your customers social

behaviours online in order to determine what technologies to deploy.

What is your social media mission?

   ACQUISITION?   BROADCAST?   SERVICE?  

What does success look like?

Who’s responsible?

•  Daily  tracking,  including  weekends  and  public  holidays  •  Ongoing  security  &  governance  standards    •  AWer  hours  issues  management    •  Ac9ve  content  management    

•  Content  plans  are  developed  at  least  8  weeks  in  advance    •  Content  is  uploaded  2  –  4  9mes  per  week  on  mul9ple  plaZorms    

•  Ongoing  stakeholder  engagement    

What’s in it for your customers?

The hub & spoke approach

Digital  Assets  Hub  

Blog   Email  Marke9ng  

Social  Media  

PlaZorms    Website    

Preparing for deployment Strategy  &  goals  development  

Leadership  engagement  

Social  media  standards    

Governance   Triage  process  development    

Community  management  principles    

Content  strategy  and  content  development      

Security  principles  

Resource  planning    

Website  development  and  

integra9on  

Deployment  launch  plan  

Design,  set-­‐up  &  tes9ng    

Managing social media risks •  Disclaimers  and  community  guidelines    •  Regulatory  requirements  –  ASIC  &  Privacy    •  Your  staff  &  social  media    •  Managing  your  security    •  When  things  go  pear-­‐shaped  

Can  you  add  value?  

Evaluate  the  purpose  

Respond  in  kind  &  share  

Thank  the  person  

Unhappy  Customer?  

Dedicated  Complainer?  

Comedian  Want-­‐to-­‐Be?  

Nega9ve  Posi9ve  

Yes   No  

Do  you  want  to  respond?  

No  Response  

No  

Yes  

Take  reasonable  ac9on  to  fix  issue  and  let  

customer  know  ac9on  taken  

Are  the  facts  correct?   Gently  correct  the  facts  

No  

No  

No  

Yes  

Are  the  facts  correct?  

Does  customer  need/deserve  more  info?  

Yes  

Explain  what  is  being  done  to  correct  the  

issue.  

Yes  Is  the  

problem  being  fixed?  

Yes  

Let  post  stand  and  monitor.  

No  

Yes  

No  Yes  

Yes  

Assess  the  message  

Social media triage model

Tools

http://www.tweetdeck.com/ •  Arrange your feeds

with customizable columns

•  Focus on what matters with powerful filters

•  Schedule Tweets to suit your audience

•  Monitor and manage unlimited accounts

•  Stay up to date with notification alerts for new Tweets

http://klout.com/home •  Measures your social

media influence •  Identifies who you

influence & who influences you

•  Categorises your tweets by topic

http://www.google.com/alerts •  Sends email alerts for

web content based on keywords

 http://addictomatic.com/ •  Keywords searches

covering blogs, social media and news channels

 https://bitly.com/ •  Shortens links and

tracks click rates

http://www.slideshare.com •  Search “social media”

or related keywords for presentations on the topic

http://www.jeffbullas.com/ •  Blog about all things

social and digital with practical tips and guidelines

8 Key take-outs  

•  Play where your customers are •  Treat social networks as an extension of your websites •  Engage with your audience in real time •  Publish multimedia content regularly •  Create content for your audience •  that educates, informs, entertains & inspires •  Put share & subscribe buttons everywhere •  Be patient, be vigilant

Because  things  are  the  way  they  are,  things  will  not  stay  the  way  they  are.      Berthold  Brecht