mastering social media workshop 3 presentation
Post on 09-May-2015
1.964 Views
Preview:
DESCRIPTION
TRANSCRIPT
ENERGISE2-0.COM
Mastering Social Media Workshop 3
Implementation and Performance Measurement
Dr. Jim Hamill Alan StevensonVincent Hamill
www.energise2-0.com
June, 2011
ENERGISE2-0.COM
Focus
Key issues in implementing your social media strategy
– Channel Action Plans– Performance Measurement
ENERGISE2-0.COM
Channel Action Plans
• Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel
• Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etc
• But not ‘Paralysis by Analysis’
• The Action Plan for each channel should include a clear statement of…..
ENERGISE2-0.COM
Channel Action Plans
• Vision• Channel Objectives• KPIs and Targets• Customers• Key Channel Actions and Initiatives for ‘getting there• Organisation, resource and people issues• Tools and applications• Performance measurement• Do’s and Don’t’s
ENERGISE2-0.COM
Key Questions to Address
Channel Vision and Objectives
• What 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?
ENERGISE2-0.COM
Key Questions to Address
Channel Actions• The Basics – for each channel, are you happy with - Page
Set Up, Profile, Design, Basic Layout, Terminology, Features/Functions, Integration
• Key Success Factors – the ‘4Cs’ approach– Customers– Content– Conversations– Conversion
ENERGISE2-0.COM
Key Questions to Address
Tools and Applications• What tools and apps should I use for this channel
Organisation, People and Resource Aspects• Do 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 Measurement• How should we measure channel performance and
business impact?
ENERGISE2-0.COM
Agenda
• Action Plans for Successful Channel Development– Twitter– Facebook– Linkedin (Guest Speaker – Paul McComish)– Blogging (briefly)
• ‘Stop and Reflect’ Exercises/ Channel Templates
• Same principles apply across all channels – ‘Be social before doing social’
ENERGISE2-0.COM
ENERGISE2-0.COM
• Twitter – An Overview• The Basics - Channel Set-Up and Terminology• Integration Options • The ‘4Cs’ - Content Plan, Customers (Building the
Community), Conversations, Conversions • Twitter Tools and Applications• Performance Measurement• Organisation and People
ENERGISE2-0.COM
Twitter Overview
ENERGISE2-0.COM
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 each
• Unlike Facebook/Linkedin, anyone on Twitter can follow your updates
ENERGISE2-0.COM
Youtube
ENERGISE2-0.COM
A Typical Twitter Page
ENERGISE2-0.COM
How big is it?
ENERGISE2-0.COM
There are lies, damned lies, statistics and twitter statistics
The most important stat is whetheryour ‘customers’ use it or can be
encouraged/trained to use it and thevalue add to the relationship
ENERGISE2-0.COM
Points to Note
• The ‘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 awareness• Cost 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
ENERGISE2-0.COM
Points to Note
• Twitter should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels
• Should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships
• Adopt a ‘customer led’ approach
ENERGISE2-0.COM
Business Benefits
Improved marcoms effectiveness and efficiency
Performance measurement tools are available
ENERGISE2-0.COM
Stop & Reflect
Twitter Exercise 1
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?
ENERGISE2-0.COM
Getting Started
ENERGISE2-0.COM
Getting Started
• Go to Twitter.com. Click on the "Join the Conversation" button in middle of the page
• Fill 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 service
• Look at Twitter's suggestions. Twitter will suggest some people for you to follow as well. Check to see if any of them are relevant
ENERGISE2-0.COM
Getting Started
• Set 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 settings
• Fill 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 well
• Although, 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
ENERGISE2-0.COM
Stop & Reflect Twitter Exercise 2
Make sure you understand the following terms: – Layout: Home Page, Profile, Messages, Who to Follow,
Account Settings, Search– Design – can be personalised, to some extent– Tweets– Retweets (RT)– @reply– Direct message– Hashtags #– Follow/unfollow; following/followers– Lists
ENERGISE2-0.COM
Features and Functions
Native App
Username
Tweet
ENERGISE2-0.COM
AramexCustom design
Tweet with shortened
URL
Tweet @ replies
ENERGISE2-0.COM
BoingoRetweet
Subscribe to Tweets
Hashtags
ENERGISE2-0.COM
Features and Functions
Suggested Follows
Favourited Tweet
ENERGISE2-0.COM
Integration Options
ENERGISE2-0.COM
Integration Options
• You can embed/integrate your tweets into other channels e.g. Linkedin, your blog etc
• Be very careful
ENERGISE2-0.COM
Embed
ENERGISE2-0.COM
Key Success Factors
The 4Cs of Building a Successful Twitter Channel
ENERGISE2-0.COM
The 4Cs Framework
• Customers– engage with the right ‘customers’ and build your
community• Content
– be ‘customer led’ and add value• Conversations
– twitter is not a broadcast channel. It is marketing as a ‘conversation’
• Conversions– the ‘call-to-action’; core business objectives
ENERGISE2-0.COM
Stop & Reflect Twitter Exercise 3
Twitter Exercise 3Who are your customers – who do you
wish to engage with on Twitter?
ENERGISE2-0.COM
Building Your Community
ENERGISE2-0.COM
Building Your Community
• Use your existing communications channels
• Use the community building tools provided by twitter
• Some advice on "Finding Your Tribe"...Start by Following, Engage and Be Followed, the role of Influencers, Directories, Spam and Avoid Get Follower Fast Schemes
ENERGISE2-0.COM
Building Your Community on Twitter
1. Start By Following• Aim to follow 100 ‘quality’ profiles initially – to get started and
get on the learning curve• Some will ‘reciprocate’ but users are becoming more
discerning – quality of your tweets and depth of engagement (replies, DM) are critical
• As your twitter presence develops, your level of conversion should increase
• Tools are available for showing who followed you back http://friendorfollow.com and http://www.tweepler.com
• Network (through Replies or Direct Messages) and otherwise striving to add value with every tweet
ENERGISE2-0.COM
Building Your Community
1a. Deciding Who to Follow• You should aim to follow accounts that add value to both you
and your network• Identify sources for “value” messages. Only follow those that
provide valuable messages on a regular basis• Follow 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 engagement
• You can easily identify those to follow in a number of ways
ENERGISE2-0.COM
Building Your Community
1b. 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 available
– http://search.twitter.com/search http://www.tweetdeck.com/ http://www.bing.com/twitter
• Social Media Monitoring Tools (www.topsy.com and others)
ENERGISE2-0.COM
Building Your Community
1c. 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.com – Twellow http://www.twellow.com/ – Twibs http://www.twibs.com – Twitterati 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
ENERGISE2-0.COM
Building Your Community
1d. 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 this
• Tools are available for validating the 'follow' processes e.g. TrueTwit http://truetwit.com/truetwit/signUp
• Best way to avoid spam is through careful selection of profiles to follow.
• Be aware of ‘get rich quick schemes’ and avoid overtly attractive profile pictures
• Remember the old adage, if it seems too good to be true it usually is
ENERGISE2-0.COM
Building Your Community
1e. Do Not Automate the Follow Process • Tools are available for automating the follow process• We do not recommend these tools. • Examples include:
http://twitterbatcher.com http://followformation.com
1f. Avoid Get Followers Fast Schemes • There are a number of 'get followers fast' schemes• Don’t use them• Your aim should be ‘quality’
ENERGISE2-0.COM
Content and Conversations
ENERGISE2-0.COM
Content
• Quality tweets are the key to success• 140 characters but try for less to encourage RTs (140-7)• Include shortlinks when appropriate• Agree tone, theme, frequency• Remember to use @username if you want the individual
to see the reply or to respond• Balance of Retweets (RTs) and Direct Messages (DM)• Organisation and people aspects • Content policy and strategy• What makes a great Tweeter?
ENERGISE2-0.COM
Content
• Be very careful with twitter gaffes
• Many examples of slip-ups
ENERGISE2-0.COM
Conversations
• Social media is ‘marketing as a conversation’ with your network
• It is not about one way broadcasting
• This has time and resource implications
• Some advice......
ENERGISE2-0.COM
Conversations
• Tweet – Your tweets should add value
– Number and frequency depends on your customers - frequency is driven by relevance and anticipation from your network
– Format issues – be concise – less than 140 characters to encourage RT and where relevant use a link and url link shortener e.g. bit.ly.
ENERGISE2-0.COM
Conversations
Reply 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 tool
• It can allow a dialogue between Twitter profiles and on specific Tweets.
ENERGISE2-0.COM
Conversations
• Retweet – 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
ENERGISE2-0.COM
Conversations
• Using Hashtags
– Words or phrases pre-fixed with # e.g. #topic
– Conversations 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 issues
– Don’t spam or misrepresent the # e.g. Habitat
ENERGISE2-0.COM
Conversations
Twitter 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
ENERGISE2-0.COM
Conversations
Create 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 sense
• But consider carefully your use of these tools and don’t spam• Manual tweets are more personal - there is a balance to be
struck here
ENERGISE2-0.COM
Conversations
Using Lists • A good way to organize your information flow
• Group Twitter profiles under topics/quality
• You can subscribe to others’ lists
• The number of lists which you become part of illustrates the power of your tweets...another measure of your influence
• You are more likely to be found and followed through lists
ENERGISE2-0.COM
Why People Unfollow
ENERGISE2-0.COM
Why People Unfollow
ENERGISE2-0.COM
Stop & Reflect Twitter Exercise 4
Evaluate your current Content/Conversation approach?
Make recommendations for improvement
ENERGISE2-0.COM
Conversion
• It is critical to measure the performance of your Twitter activities
• This 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....
ENERGISE2-0.COM
Performance Measurement
• Number of followers / that you follow• Growth in followers over time• Total number of Tweets• Average number of Tweets over time• Number of Retweets• Number of Lists you are in• Who's Following You vs. Who You Are Following
To be continued…..
ENERGISE2-0.COM
Twitter Tools and Applications
ENERGISE2-0.COM
Make Use of Relevant Applications
• Desktop, Browser and Mobile Clients• Tweet Feeds• Twitter Search• Analytics• Directories and Follow Services• Others
See http://energise2-0.com/2011/02/04/a-list-of-useful-twitter-applications/
ENERGISE2-0.COM
Twitter Tools/Applications
ENERGISE2-0.COM
Tweetdeck
ENERGISE2-0.COM
Hootsuite
ENERGISE2-0.COM
Stop & Reflect Twitter Exercise 5
Review and evaluate some of the Twitter Tools and Applications listed on our blog
ENERGISE2-0.COM
Performance Measurement
ENERGISE2-0.COM
Performance Measurement
• It is critical to measure the performance of your Twitter activities
• This 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....
ENERGISE2-0.COM
Performance Measurement
• Number of followers / that you follow• Growth in followers over time• Total number of Tweets• Average number of Tweets over time• Number of Retweets• Number of Lists you are in• Who's Following You vs. Who You Are Following
There are a number of tools available for monitoring your twitter performance, including:
ENERGISE2-0.COM
Analytics
• Klout: http://klout.com/ • TweetStats: Trending stats for your twitter profile
http://tweetstats.com• Topsy: http://analytics.topsy.com • Export.ly: http://export.ly • Twitalyzer: http://twitalyzer.com/ • Twittercounter: http://twittercounter.com/ • Twitturly: http://twitturly.com/ • Retweetist: http://retweetist.com • Twitterfall: http://twitterfall.com/
ENERGISE2-0.COM
Stop & Reflect Twitter Exercise 6
Use one or more of the following tools to monitorthe performance of a twitter account of your ownchoice
• Klout http://klout.com/• Topsy http://analytics.topsy.com• Export.ly http://export.ly • TweetStats http://tweetstats.com
ENERGISE2-0.COM
Klout
ENERGISE2-0.COM
Klout
ENERGISE2-0.COM
Klout
ENERGISE2-0.COM
Stop & Reflect Twitter Exercise 7
Organisation, People and Resource Aspects
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?
ENERGISE2-0.COM
Twitter Do’s and Dont’s
ENERGISE2-0.COM
Do’s and Don’t’s
• Don’t Be a Showoff– Your tweets should add value to the ‘customer’ – it’s not
about ‘me,me,me’
• Don’t Use Poor Grammar or Spelling– Don’t try to be too cool
• Don’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
ENERGISE2-0.COM
Do’s and Don’t’s
• Don’t Auto-Tweet– It’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 Conversation– Respond as quickly as possible – within hours not days.
• Don’t Overtweet– Don’t flood your followers’ timelines
ENERGISE2-0.COM
Do’s and Don’t’s
• Do Shout Out to Users Who Mention You– Thank those making favourable comments; be very careful
how you respond to any negative comments• Do Monitor Keywords and Sector Trends
– And respond when appropriate• Do Make an Informative Profile
– Use 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 website
• Do Fish Where the Fish Are– Where your customers hang out
ENERGISE2-0.COM
Thank You
Questions
ENERGISE2-0.COM
ENERGISE2-0.COM
Channel Development
• Facebook – An Overview• Channel Set-Up and Terminology• Integration Options • The ‘4Cs’ - Content Plan, Customers (Building the
Community), Conversations, Conversions • Facebook Tools and Applications• Performance Measurement
ENERGISE2-0.COM
Facebook Overview
ENERGISE2-0.COM
Facebook – what is it?
• Facebook www.facebook.com is a social network service and website launched in February 2004
• Facebook 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 platform
Source: Wikipedia and The Authors
ENERGISE2-0.COM
Facebook Pages - Business Benefits
1. Customer loyalty, repeat business, referral, ‘advocacy’
2. Increased sales (sales / month) – F-Commerce
3. Improved marketing effectiveness/efficiency
4. Reputation/brand management
5. Improved customer/market knowledge and insight
6. Others?
ENERGISE2-0.COM
Stop & Reflect
Facebook Exercise 1
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?
ENERGISE2-0.COM
ENERGISE2-0.COM
How big is it?
ENERGISE2-0.COM
The most important stat is whetheryour most valuable current and potential ‘customers’ are hanging out on Facebook
ENERGISE2-0.COM
A Typical Facebook Profile: Wall
ENERGISE2-0.COM
Profile: News Feed
ENERGISE2-0.COM
A Typical Facebook Page
ENERGISE2-0.COM
Facebook Pages -Key Features
• Individuals 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 administrators
• FB 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
ENERGISE2-0.COM
Facebook Pages
• Your Facebook Page should be fully aligned with and supportive of your core marcoms objectives and with other marcoms channels
• It should deliver real business benefits and ROI – information, awareness, engagement, accountability, feedback, listen, actionable insights, key customer/partner/stakeholder relationships
• Adopt a ‘customer led’ approach
ENERGISE2-0.COM
Getting Started
• Go 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 Permissions
• Suggest your Page to others• See 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
ENERGISE2-0.COM
Features and Functions
• Posts• Comments• Likes• FBML Pages and Landing Pages• Main Navigation• Suggest to a Friend• Adverts
ENERGISE2-0.COM
Features and Functions
Logo
Post or Status
Update
Main Navigation and Likers
Comment
Photo Showcase
ENERGISE2-0.COM
Category
Custom Pages
Facebook Ads
ENERGISE2-0.COM
Features and Functions
Logo
Link added
Wall
Comments
Sort by Top Posts
Likes
ENERGISE2-0.COM
Applications
ENERGISE2-0.COM
Integration Options
ENERGISE2-0.COM
• You can embed/integrate Facebook with your Blog, Website, Twitter and YouTube
ENERGISE2-0.COM
Facebook Likes
ENERGISE2-0.COM
Facebook + Websites / Blogs
• Like 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
ENERGISE2-0.COM
Facebook and Twitter
• Publish Tweets on Facebook
• Publish Facebook Status Updates on Twitter
ENERGISE2-0.COM
Stop & Reflect Facebook Exercise 2
Make sure you understand the following terms: – Layout: Profile, Page, Wall, News Feed, Account
Settings, Search– Design – profile images - can be customised– Like (Page)– Post– Like (Post)– Comment– Share– FBML / Integration– Applications
ENERGISE2-0.COM
Key Success Factors
The 4Cs of Building a Successful Facebook Channel
ENERGISE2-0.COM
The 4Cs Framework
• Customers– engage with the right ‘customers’ and build your
community• Content
– be ‘customer led’ and add value• Conversations
– Facebook is not a broadcast channel. It is marketing as a ‘conversation’
• Conversions– the ‘call-to-action’; core business objectives
ENERGISE2-0.COM
Stop & Reflect Facebook Exercise 3
Facebook Exercise 3Who are your customers – who do you
wish to engage with on Facebook?
ENERGISE2-0.COM
Building Your Community
• Use ‘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 Advertising
• Invite friends by email using ‘Invite Friends’
• ‘Suggest to Friends’
ENERGISE2-0.COM
Building Your Community
• 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
ENERGISE2-0.COM
Building Your Community
• 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
• Once you reach 25 ‘likers’, register your own unique
address – www.facebook.com/username
ENERGISE2-0.COM
Content
• Frequency – how often to post or update• Topic – 5 key topics focusing on key customer groups• Type (update, video, image) – mix it up, photos and
videos can be more engaging• Own/Other Peoples Content (OPC) – look for other
content to share• Tone/theme – friendly, informal, warm, welcoming,
advisory, facilitative, authoritative• Sources of Inspiration – have some examples of your
ideal page• Participation in other groups/ pages – comment and
interact more widely
ENERGISE2-0.COM
Conversations
• Engage 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 comments
• Create a Response Policy for FB (perhaps a wider
initiative across all channels)
ENERGISE2-0.COM
Engagement
• For 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’ comments
• Agree an appropriate Response Policy
ENERGISE2-0.COM
Stop & Reflect Facebook Exercise 4
Evaluate your current Content/Conversation approach?
Make recommendations for improvement
ENERGISE2-0.COM
Conversion
• Look for opportunities to make a sale, generate an enquiry, create a referral
• Be subtle• Facebook is not a sales channel
ENERGISE2-0.COM
Managing Facebook
ENERGISE2-0.COM
Managing Facebook
• Third-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 phone– Hootsuite http://hootsuite.com – TweetDeck http://www.tweetdeck.com – MediaFeedia http://mediafeedia.com – HyperAlerts http://www.hyperalerts.no
ENERGISE2-0.COM
Hootsuite
ENERGISE2-0.COM
Hootsuite
Hootsuite amongst the first to have a mobile client for Facebook Pages
ENERGISE2-0.COM
Stop & Reflect Facebook Exercise 5
Review and evaluate some of the Facebook Tools and Applications listed on our blog
ENERGISE2-0.COM
Performance Measurement
ENERGISE2-0.COM
Performance Measurement
• It is critical to measure the performance of your Facebook activities
• This 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....
ENERGISE2-0.COM
Performance Measurement
• Involvement – the number and quality of people involved in Facebook
• Interaction – the number of comments and likes• Intimacy – affection or aversion to the brand • Influence – recommendation in terms of shares on
Facebook• Insight – actionable insight on the Facebook Page• Impact – sales, enquiries
There are a number of tools available for monitoring your Facebook performance, including:
ENERGISE2-0.COM
Facebook Insights
ENERGISE2-0.COM
Facebook Insights
ENERGISE2-0.COM
SocialBakers
ENERGISE2-0.COM
Export.ly
This Report provides a basic set of charts for Export.ly. For help or to inquire about custom data and reporting options, please contact us@rowfeeder.com
dates showing:
Choose Date Range from Drop-Down (Charts Adjust) --> Full Report 18/02/2010 through 28/01/2011
Fan Page Activity Overview…
0
0.5
1
1.5
2
2.5
30/1
2/20
10
01/0
1/20
11
03/0
1/20
11
05/0
1/20
11
07/0
1/20
11
09/0
1/20
11
11/0
1/20
11
13/0
1/20
11
15/0
1/20
11
17/0
1/20
11
Wal
l Pos
ts
Fan Page Activity Over TimePosts by Fans Posts by Admin Fan Comments
40
429
38
495
160
- 100 200 300 400 500 600
Total Posts by Admin
Total User Comments
Total Likes on Comments
Total Likes on Posts
Total Unique Commenters
Total Fan Page Activity
ENERGISE2-0.COM
Stop & Reflect Facebook Exercise 6
Use one or more of the following tools to monitorthe performance of a Facebook Page of your ownchoice
• Facebook Insights http://www.facebook.com
• Social Baker http://www.socialbakers.com
• Hootsuite http://hootsuite.com
• Export.ly http://export.ly
ENERGISE2-0.COM
Stop & Reflect Facebook Exercise 7
Organisation, People and Resource Aspects
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?
ENERGISE2-0.COM
Facebook Do’s and Dont’s
ENERGISE2-0.COM
Do’s and Don’t’s
• Don’t Get Too Personal– On a Facebook Page you are representing a company or
brand - keep the conversations warm but professional
• Don’t Overpost– Always try to create valuable, engaging posts. Make music
not noise
• Don’t Under-Post– Your customers are there for an engaging experience,
don’t neglect your Page or the needs of your network!
ENERGISE2-0.COM
Do’s and Don’t’s
• Do look for opportunities to engage– Always look for opportunities to widen out the
conversation – be a good facilitator
• Do - be attentive– Respond as quickly as possible – within hours not days.
• Do let people know you exist– Don’t be afraid to promote your Page offline and online
• Do engage on other Pages– Where your customers hang out
ENERGISE2-0.COM
Thank You
Questions
ENERGISE2-0.COM
A Brief Final Word on Social Media Monitoring
and Performance Measurement
ENERGISE2-0.COM
Monitor and Measure
• To 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 targets
• Performance evaluation should be undertaken at three main levels…
ENERGISE2-0.COM
Monitor and Measure
• Individual Channel Performance– the effectiveness/success of each channel benchmarked
against agreed targets for the ‘4Is’ i.e. Involvement, Interaction, Intimacy and Influence
– most channels provide easy to access statistics for measuring each ‘I’ to a very high degree of accuracy
ENERGISE2-0.COM
Facebook Insights
ENERGISE2-0.COM
Facebook Insights
ENERGISE2-0.COM
Monitor and Measure
• Wider Social Media Performance
– monthly or quarterly reporting of the overall ‘buzz’ created by your SM activities using appropriate Social Media Monitoring tools
– this will show the impact of your SM activities on others and other channels
– it 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
ENERGISE2-0.COM
Merchant City, Glasgow
ENERGISE2-0.COM
Monitor and Measure
• Underlying Business Performance– the performance of each social media channel and the
overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measures– in a social media era, they are the main ‘drivers’ of future
business performance– the 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?
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.COM
The ‘6Is’
ENERGISE2-0.COM
Programme Feedback
Follow Up, Informal Session?
top related