8020 social media for business
-
Upload
auxin-sales-enablers -
Category
Marketing
-
view
130 -
download
0
Transcript of 8020 social media for business
![Page 1: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/1.jpg)
8020 Social Media Coaching for Senior Managers
and introduction to Social Media Management Tools
Peter Kerr Director
![Page 2: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/2.jpg)
What We’ll Cover
• Where Social Media (SM) fits in? • Creating a flexible & robust workflow? • What types of tools are available? • How to create an effective social
workflow? • Questions and warnings?
![Page 3: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/3.jpg)
Say ‘Hello’ to Benny!
![Page 4: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/4.jpg)
![Page 5: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/5.jpg)
The process of using something is quite different to the process of creating or managing it!
![Page 6: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/6.jpg)
Where Does Social Media Fit In?
• It’s a marketing resource/opportunity • It’s a customer service resource/opportunity
(i.e. it’s a marketing thing)
• It’s a business challenge (resource, managing, outcomes)
• It’s everything…. and nothing! • What constitutes success for you?
![Page 7: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/7.jpg)
The Golden Rule of Social Media
We must have something interesting/useful/engaging to say
to our chosen audience
![Page 8: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/8.jpg)
Another rule…
A consistent and clear positioning and tone are crucial,
even if the message changes
![Page 9: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/9.jpg)
Last Rule…
Your objectives and target audiences define where, what and
how much you ‘share’
![Page 10: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/10.jpg)
The Painful Truth ……..
Even if it’s appropriate for your goals, it takes time and effort…
and won’t always work!
![Page 11: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/11.jpg)
The fragmented and changing nature of SM makes it even more important to have a
clear strategy, objectives and plans
![Page 12: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/12.jpg)
A Robust & Flexible Workflow
Set Objectives
Identify & Target
Audiences
Agree Messages
Create Content
Distribute Content
![Page 13: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/13.jpg)
A Robust & Flexible Workflow
Set Objectives
Identify & Target
Audiences
Agree Messages
Create Content
Distribute Content
![Page 14: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/14.jpg)
A Robust & Flexible Workflow
Set Objectives
Identify & Target
Audiences
Agree Messages
Find & Create Content
Distribute Content
Email Lists Internal
![Page 15: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/15.jpg)
A Robust & Flexible Workflow
Set Objectives
Identify & Target
Audiences
Agree Messages
Find & Create Content
Distribute Content
Email Lists Internal
Feedback & Measurement
New Audience
![Page 16: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/16.jpg)
Example of SM ToolsFinding
AudiencesFinding Content
Publishing &
Signposting
Monitoring &
MeasuringHootsuite Pro !Commun.it !FollowerWonk !LinkedIn !Existing Contacts !Google Advanced Search
Hootsuite Pro !Feedly !Internal Resources !Email Newsletters !Slideshare
Hootsuite Pro !Buffer !Websites & Blogs !Google+ !LinkedIn !Press Releases !MailChimp
Hootsuite Pro !Buffer !Commun.it !Google Analytics !MailChimp
![Page 17: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/17.jpg)
Professionals use Professional Tools
![Page 18: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/18.jpg)
Types of Tool
• Aggregators for Monitoring • Aggregators for Management • Aggregators for Marketing • Aggregators for Measurement • Content Repurposing • Community Builders
![Page 19: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/19.jpg)
Why Use Management Tools?
• It’s how we’d robustly manage any other aspect of marketing and comms. (PR agencies, snipping services, advertising management, events management)
• They save time • They enable good management and
measurement of all SM activity in an organisation
![Page 20: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/20.jpg)
Building an Audience
• What are we offering? • What are we not offering? • Who do we want to talk to? • Who aren’t we interested in? • What are we trying to say? • What do we want from them (action)? • How do we measure it effectively?
![Page 21: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/21.jpg)
Some questions to ask yourself
• Have I aligned the platforms, message, content and audience with my objectives?
• Has it made a difference (positively)? • Has that difference justified the
investment?
![Page 22: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/22.jpg)
A Word of Warning…
Or….. how do some organisations get it so spectacularly wrong?
![Page 23: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/23.jpg)
• It’s easier to get it wrong than right • The users know more than the managers • The users outnumber the managers • The organisation was ‘trying out’ social media • Social media was left to someone in the marketing or IT
dept. • The organisation thinks it’s in control • The organisation saw social media as separate,
experimental, not as important as traditional media (or thought it could always use traditional media to solve issues)
![Page 24: 8020 social media for business](https://reader035.fdocuments.net/reader035/viewer/2022081404/55838aa1d8b42af07a8b4578/html5/thumbnails/24.jpg)
Ongoing
• Be prepared for changes to platforms & tools as the mix that works best today will be different tomorrow
• Think about your objectives first, and the audiences, messages and platforms in that order
• Streamline, aggregate and automate the processes, but not the users or the message – let good marketing prevail
• Measure and adjust • If it’s not working or no-one’s listening, drop it • Don’t treat social media as a standalone channel