Social Media Training Session 1

Participant Exercises

Topic 1: Social Media Overview and Introduction

Topic 2: Twitter

Dr. Jim Hamill Alan Stevenson Vincent Hamill

www.energise2-0.com March, 2011

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The following exercises will help you to plan and implement your Social Media Activities and more

specifically your Twitter activities. Please review and complete each of the following:

Topic 1 Social Media Overview and Introduction.................................................................................3

Exercise 1: Social Media Objectives, KPIs and Targets ............................................................................. 3

Exercise 2: Customer Mapping and Segmentation Analysis ..................................................................... 4

Exercise 3: Social Media Landscape Analysis ............................................................................................ 4

Topic 2 Twitter Exercises ....................................................................................................................5

Exercise 1: Twitter Objectives ................................................................................................................... 5

Exercise 2: Twitter Set Up and the Basics ................................................................................................. 5

Exercise 3: Building Your Community ....................................................................................................... 6

Exercise 4: Content and Conversations .................................................................................................... 6

Exercise 5: Twitter Applications ................................................................................................................ 7

Exercise 6: Performance Management ..................................................................................................... 8

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Topic 1 Social Media Overview and Introduction

Exercise 1: Social Media Objectives, KPIs and Targets

Use the following template to document your social media objectives, KPIs and Targets

Social Media Objectives

Priority (1 to 3)

KPIs Targets

A. Market/Customer Knowledge & Insight

Market research/knowledge

Enhanced customer insight/ understanding

B. Engagement & Reputation Management

Customer dialogue; engage with and energise key customers and influencers

Customer feedback and comment

Reputation management

C. Enhanced Customer Experience and Loyalty

Improved customer experience

Building brand loyalty, retention and repeat business

Customer advocacy

D. Sales/Marketing Effectiveness, Efficiency and ROI

Increased sales

Improved marketing effectiveness, efficiency and ROI

Building a ‘Quality Customer’ base – a strong online network of high value, high growth potential customers

Internationalisation

E. Operations/ Internal Processes

Engage and co-create new product development

Use of open source and hosted applications to reduce costs and improve internal operational efficiency

F. Others

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Exercise 2: Customer Mapping and Segmentation Analysis

Use the following template to undertake a Customer Mapping and Segmentation Analysis

Customer Group

Importance

Strategic Objectives

Social Media Strategy

Exercise 3: Social Media Landscape Analysis

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)

Note any Actionable Insights

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Topic 2 Twitter Exercises

Exercise 1: Twitter Objectives

List below the main reasons you wish to use Twitter. What business benefits do you hope to derive?

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

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Exercise 3: Building Your Community

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?

Exercise 4: Content and Conversations

The best way to understand Twitter is to get involved and start Tweeting. Remember you don’t need to

do all of the following at the same time.

Yes / No

a) Have you posted 3 or more ‘non-selling’ Tweets?

b) Have you sent 3 or more ‘RTs’ or retweets?

c) Have you sent 3 or more ‘DMs’ or Direct Messages?

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Exercise 5: Twitter Applications

Twitter Applications can make managing your Twitter Account easy. 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…

Add Comments here

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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?