Grundtvig Multilateral projectCAMP2.0: Challenging Attractiveness of lifelong learning: web 2.0 tools for strengthening Marketing and Public relations competencies of adult education providersNO. 540531-LLP-1-2013-1-TR-GRUNDTVIG-GMP

TRAINING COURSE

Module no. 2Title: Creating a Social Media Strategy

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THE LEARNING GOALS OF THIS MODULE

In working through this module you will: Understand the importance of having a social media strategy

Clarify the social media objectives of your organization

Define the target groups for to be reached through digital media

Create a draft social media strategy for your organization

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WHAT IS A SOCIAL MEDIA STRATEGY?

A social media strategy is one that:

• Sits within the existing PR and marketing strategy, integrating the old and the new………

• Is based on research and knowledge of your Adult Education market

• Fosters and develops a relationship with your potential learners, using the social media that is right for them

• Is systematic and planned to avoid repetition and time wasting

• Is an on-going open and interactive process

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WHY DOES MY ORGANISATION NEED ONE?

From the Introductory Module, you have seen that:

• Increasing numbers of people are using social media, so your learners will expect you to use it too.

• A website is no longer sufficient – an integrated media presence is needed to reinforce messages about the organisation and drive people to the website.

• Social media is a very different medium – it enables you to have a conversation with your learners rather than just putting information on the web.

• In comparison with traditional forms of marketing, using social media to get your messages across is relatively cheap.

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IF YOU’RE NOT CONVINCED……..

Listen to Ian Ewart, Managing Director and Head of Products and Services at Coutts talking about the central role of marketing as an agent of change in an organisation.

Link to the slideshare source here :

http://www.slideshare.net/McK_CMSOForum/cmo-inteview-marketings-role-today

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WHAT WILL MAKE IT REALLY SUCCESSFUL?

Your social media strategy needs to be:

• Clear - it should outline exactly what needs to be done and by whom.

• Targeted – the use of social media needs to be tailored to each group of learners and clients.

• Quantifiable -the predicted outcome of each activity should, as far as possible, be quantified so that performance can be monitored.

• Realistic – the whole strategy needs to be achievable. If in doubt, start small and build it up

• Agreed – by everyone who will be involved. There needs to be a high level of commitment to make it work!

(From Route 2.0)

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HOW NOT TO DO IT!

With thanks to Andy Trainer @ Silicon Beach Training

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WHERE DO WE START? STEP 1

• Firstly consider the marketing and PR that is done by your organisation already.

• Is social media used already?

• Do you know if it’s effective?

• Is it the right medium for your organisation?

• Is it targeted to specific audiences?

• How could it be expanded and improved?

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WHAT MARKETING ALREADY TAKES PLACE?

To answer that question you need to audit the marketing and PR which is already in place in your organisation:

• In order to establish what is already being done, and by whom

• To avoid overlap and unnecessary work!

• To reaffirm the key messages of your organisation

• And to see if everyone is on message

Click here to connect to an audit tool which will help you do this

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WHERE DO WE START? STEP 2

Secondly, “have we got the right people on the bus?” :

• Does the use of social media have support from the highest level?

• Are all those involved committed and on message?

• Do they understand how social media works?

• Is there a need for staff training in the use of social media?

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WHERE DO WE START? STEP 3

Thirdly, “fish where the fish are” :

• It’s crucial to know which social media channels are best to engage with your learners and clients

• You need to “intimately” understand your audience and know what will interest them

• Social media is all about having a conversation with them

• So you need to listen carefully to what they’re telling you

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PROFILE YOUR AUDIENCE

Build a profile of your audience, using a pro-forma like this. Connect to a blank one here

No 1 No 2 No 3

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GETTING THE MESSAGES RIGHT

“Content is king” …..

• Make your social media content quick and easy to consume

• Use a range of different social media, as appropriate for your target audience. The CAMP 2.1 Reference Document, Social Media Platforms will give you lots of ideas!

• And Module 3, Creating Social Media Content will show you how to create top class content to engage your audience.

• Make sure you include key words on your website for Search Engine Optimisation. See Module 7 for further information.

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REMEMBER....IT‘S NOT SELLING

Social Media is not about selling.......

It‘s about building relationships with your customers, both existing and new

It‘s about promotion of your goods and services through your relationships with your customers

It‘s not the old „one way“ model of pushing information out; it‘s all about engagement.

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DRAFTING YOUR STRATEGY

Now you’ve done the prep work, it’s time to draft your social media and PR policy:

• You can see an exemplar Social Media policy here

• You can look at case studies from a range of businesses which have found success using social media as part of their PR strategy here

• You can connect to a pro-forma to write your own here

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MAKING IT WORK

• Don’t be too ambitious – start small!

• Integrate your social media platforms and co-ordinate your messages across them

• Use them to push people to your website, and make sure they can find detailed and accurate information there.

• Optimise your website to include all the links to your social media

• Always finish a post with an suggestion for activity : look at our Facebook page, watch our students on YouTube, follow us on Twitter…….

• Make sure your content is legal and appropriate. Modules 4, Social Media Behavior and 5, Keeping the Content Legal will show you how.

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OPERATIONAL PLANNING

Now you have created your social media policy you need to think about how it will work in practice:

• Plan the social media activities for your organisation carefully

• Use the media which are appropriate for your different audiences

• Outline your strategy – who’s going to do what and when - with a GANTT chart – click here to view a sample one

• Click here to link to a blank which you can complete

• Carefully evaluate the success of the different strategies

• Review and change your plans regularly

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MEASURES OF SUCCESS

How will you know all this work has been worthwhile?

• You will need to quality assure your content and processes. Find out how to do this in Module 6 Quality Assurance.

• Most social media networks enable you to track and analyse activity

• Packages such as Google Analytics or Hootsuite will monitor traffic and interactions on your website, blog or social media platforms

• Make time to review social media activity at least once a week. Include this in your strategy.

• Be prepared to change strategy if need be.

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What do you need to do next in order to implement an effective social media strategy within your organisation?

NEXT STEPS

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REFERENCES

For information about staffing your social media team:http://www.findandconvert.com/2009/04/staffing-strategies-social-media-marketing/

For further information about using social media for promotion:http://www.socialmediaexaminer.com/social-media-guide-small-businesses/

http://www.mckinsey.com/client_service/marketing_and_sales/case_studies/clm_online_retailer

For background Marketing and PR theory :

Brassington and Pettit, (2006) Principles of Marketing, 4th Edition, Pearson Education

Wilson R M S & Gilligan C (2009) Strategic Marketing Management, Butterworth Heinman

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Grundtvig Multilateral Project 2013-2015

www.camp20.eu

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