PSOCIAL MEDIA - HOW TO DO ITMay 2011Jez Jowett, Global Social & Digital Director, Havas Sports & Entertainment#Jezmond.

1. Social Media Manifesto2. Social Media Strategy & Campaign3. Social Media Roadmap (inc real brief)

Crawl - Establishing your presenceWalk - Enriching with contentRun- Recruiting fans / SM MarketingFly - Managing and growing the community

• Reporting & Measurement• Q+A

ROLL UP YOUR SLEEVES TIME

RULE #1 BE ATTENTIVE LISTEN TO WHAT CONSUMERS ARE SAYING ABOUT, AND TO YOU. RESPONSE ACCORDINGLY, ACCURATELY AND TIMELY. SHOUTS & WHISPERS

RULE #2 BE INTERESTING IF YOU’RE NOT INTERESTED, WHY SHOULD THEY?IDENTIFY THE DNA THAT MAKES YOUR STORY COMPELLING &

NEWSWORTHY.

RULE #3 BE SOCIABLE APPLY THE SAME SOCIAL TECHNIQUES THAT YOU WOULD F2F.BE SOCIABLE. BE POLITE. ACT LIKE A PERSON ON A FIRST DATE.

RULE #4 BE HONEST DON’T TRY AND CONTROL CONSUMERS. DON’T PUT UP WALLS.BE HONEST, TRANSPARENT, AND TAKE CRITICISM CONSTRUCTIVELY.

RULE #5 BE USEFULCREATE A UTLITY THAT BENEFITS CONSUMERS LIVES AND ENRICHES THEIR RELATIONSHIP WITH YOU. FAILING THAT, MAKE THEM LAUGH AND SMILE.

HSE SOCIAL MEDIA MANIFESTO1

THE CONVERSION WHEEL

Data base to fan base

LISTENWhat are people

interested in ?

CREATEHow do we say

and show it ?

COMMUNICATEWhere do we say and

show it?

EVALUATEHow do we prove

it worked?

LEARNHow can we be

relevant?

STRATEGY & CAMPAIGN2

See appendix for further breakdown on deliverables at each stage

Now let’s plan it….

SOCIAL MEDIA ROADMAP3

TIME & RESOURCE

SPEND & INTEGRATION

SOCIAL MEDIA INTEGRATION3

TIME & RESOURCE

SPEND & INTEGRATION

PR

LIVE

DIGITAL

PAID

EARNED

OWNED

CRAWL3.1

Important to get it right from the beginning- Facebook, Twitter, YouTube won’t like changing it

Build a strong foundation, and the house won’t fall over- A temporary house / site is always least attractive and secure

Build private group first to test resources, issues and dry run- Twitter yes, Flickr yes, YouTube yes, Facebook no (practise on own page)

Use crawl stage to make team familiar, comfortable, and involved- See how they react to the language of SoMe

We’re now going to focus on Facebook, Twitter and ‘own’ site

SETTING UP TWITTER3.1

1

1Clearly state purpose of the page and brand it well.

2Give clear biography with a link.

2

3

3Follow those that follow you, and welcome / thank new followers, DM’s and RT’s.

4Tweet at relevant times of day. Use hashtags and links (60%)

4

TWITTER TOP 10 TIPS3.1

SETTING UP YOUTUBE3.1

SETTING UP FLICKR3.1

11 Clearly labelled.

HD / high res. Keywords, tags.

SETTING UP FACEBOOK3.1

You can start creating your page by going to:http://www.facebook.com/pages/create.php

All you need to do is name your page now you have your very own page. (25 likes)

NB One you’ve set it up, very difficult to change.More here : http://www.socialmediaexaminer.com/top-10-facebook-pages/

FACEBOOK - WELCOME3.1

Welcome message clearly sets out purpose of the page.

Large, HD creative image

1

1

2 2

‘LIKE’ ON ARRIVAL3.1

Frosted glass approach to content if you like the page.

Clear call to action

1

12

2

HOME PAGE3.1

1

1 Active, engaging and compelling landing page with clear integration of other SN sites / tools

LATEST3.1

2

1

Landing page gives all the latest information and promotions. Refreshed weekly.

Tabs are all customisable. Only wall and info are permanent.

1

2

FACEBOOK INFO TAB3.1

Info page detailed and clear. Scores well on search.

1

1

WALL PAGE3.1

1

1 The most active part of the page. Default landing page.

Post with content (image, link, video) gets best interaction (likes, comments)

GAMES AND APP’S3.1

1

2

1Compelling games. Link to microsite.Sometimes FB apps.

Apps link to iTunes.Sometimes to microsite

1

2

POLLS3.1

Strong way to get feedback and generate discussion, PR opportunity, and product features

1

1

WEB TV ON FACEBOOK3.1

2

1

Big trend in FB- streamed content, live or highlights. Driving to microsite for HD.

Integration of share and discuss on page.

Tv schedule should be featured on this page (especially if supporting broadcaster)

1

2

FACEBOOK VIDEO’S3.1

1

Video’s integrated from You Tube player.

Many brands will create own player for comps and discuss features.

1

FACEBOOK EVENTS3.1

1

Event section often under used. Mange attendees through FB.

Every attendee confirmation appears on friends wall.

1

TWITTER IN FACEBOOK3.1

1

Twitter integration.Full search and filters.1

INTERNATIONAL PAGES3.1

1

1International tab allows navigation to local pages.

LOYALTY INTEGRATION3.1

1

1Good integration of loyalty card (driving back to loyalty site)

SOCIAL PLUG INS3.1

FB social plugins are features to embed on a microsite, to make it more socialSocial plugins let you see what your friends have liked, commented on or shared on sites across the web.

Visit Levis Store . Com to see it in action (or Best Buy USA)

Integration of Tweets and hashtag tweets equally easy. As per YouTube and Flickr.

WALK3.2

Foundations are built, now to insert the fixtures and fittings- Start populating the pages with all the content that is / will be available

Involve the client in the content audit session, let them be creative- Draw up a wish list, content wall with rationale, of content to be created, digitized and made social

Better to have a busy page, than a minamilist page- People will spend 3 seconds deciding on whether to click or not, so first impressions count

Conduct a content audit of everything the client potentially has- Look at what content their competitors have, which gets the most views and clicks

Images, video, games, applications, competitions, e-flyers

GAMES & APPS3.2

VIDEO3.2

TVC / Tv adBehind The ScenesMaking OfOut takes / bloopersInterviews & vox popsHighlightsVJ Remix and Audio RemixUGCViralsMash UpsThermal ImagingHelmet Cam…………..…………..

COMPETITIONS +3.2

To setup a Facebook competition use wildfire application

1. Go to their website. Watch their video.2. Sign up. Pay €250 approx per week.3. Enter details.•Embed / go live. Simple.•See appendix for Facebook promotional guidelines.

www.wildfireapp.com

VOUCHERS3.2

To setup a Facebook voucher offer you will need to follow these steps.

1. Go to the photos section of the page.2. Click on ‘Exclusive Facebook Offer!3. Click upload photos and add your voucher.4. Detail customers on how they can redeem the voucher in the photo description.

RUN3.3

Owned Media : Email database Internal comms & OOH signage Links

Earned Media : Cyber PR Blogger outreach & influencer marketing Content seeding & micropublishing

Paid Media : Promotions & partnerships Display & engagement ads Search

You are now ready to announce and attract people to your site- Tell the most important people first, give them an ‘exclusive’

OWNED MEDIA3.3

E-mail database- include campaign image in newsletter. Featured members get better open rates

Internal comms & OOH- Utilise intranet, newsletter, magazine, and in the canteen- Signage in shop windows, at till, on receipts, packaging “LIKE us on Facebook, FOLLOW on Twitter”

Links- Links from other SN profiles, sites and microsites- Brand name in link increases open rate

EARNED MEDIA3.3

Cyber PR-Use Sysomos or other to identify key online news sites-Research what they write about and custom the message and pitch for them

Blogger Outreach & Influencer Marketing- Use tools and blog links / blog roll to find influencers- If new contact, ask his permission to send something first, and how you got his details-Then send custom message, no more than 2 paragraphs:- Why we’re contacting them (relevance)- What the story is (hook)-What the opportunity and assets are available to them-Be nice, and keep at it. If they don’t wnat ot feature this one, they might the next.

Content seeding & micropublishing-Create accounts for HSE and upload content to key content networks-Send links and information from HSE social media accounts-Tweet from client and HSE accounts asking for people to re-tweet and ‘like’ it.

PAID MEDIA3.3

Promotions & Partnerships-Negotiate with sites MC are booking media with (left and right hand of page)-Offer a unique prize / package, and invite editorial team to event

Display and engagement ads (MC speciality)- Target based on demographics. Prifle, location, etc- Bidding in process, max bid 30-50 cents.

Driving to content Driving to acquisition (likes)

Clickthrough rate (CTR): 0.052%Cost per click (CPC): 22p

CTR: 0.09%CPC: 17p

FLY3.4

Community Management- listen first, speak second, with a human voice, and with structure

Community Rewards- Give them challenges, rewards, opportunities to be the ultimate fan / ambassador / advocate

Community Participation / call to actions- Ask them to share, retweet, comment, like

Community Involvement- involve them in your campaigns, ask for their suggestions & ideas

Managing a social media community requires ongoing evolution to find the types of content that will engage your fans. Something that worked three months ago may seem tired today. Don’t be afraid to experiment with ideas to see what will work. As your community grows, its interests and way of communicating with the brand will change.

EDITING A PAGE3.4

To make changes to your page simply go to your page and click the “Edit page” button.

UPDATING YOUR COMMUNITY3.4

CONTENT & CONVERSATION CALENDAR3.4

Plan content and messages a week ahead60% planned, 40% reactive.

Track responses, likes, views to see historically what worked

STIMULATING CONVERSATIONS3.4

Post content, for people to watch and like.Post questions for people to answer and prompt debate.Don’t just post statements (do that on twitter)

COMMUNITY MGM’T BEST PRACTISES3.4

REPUTATION MANAGEMENT PROCESS3.4

REPORTING & MEASUREMENT4

Facebook insights offer a number of reporting tools which aid in identifying successful posts and spikes in activity

Agree with client and MC what reporting is required-Combination of reach and engagement-Ensure you include traffic sent to website (Google Analytics)

Weekly reporting helps track progress, identify trends and learnings.

The current template is an effective reporting model and should be completed on a weekly basis

SAMPLE WEEKLY REPORT- SUMMARY4

REMOVED DUE TO PRIVACY (SORRY)

THANK YOU.Q+A ?

APPENDIX

WHO, WHERE, WHEN

Audience, influence & competitor analysisSentiment, volume, velocity, tonality analysisMulti media and multi channel auditInsights, issues, trends identification

LISTEN

WHY, HOW

Strategy & PlanningAudience profiling & touch pointsIntegration / dependenciesCreative & Communications briefingMethodology & measurement KPI’s

LEARN

THE STORY

Key messagesKeywordsEvidence

Editorial planLitmus Test

THE CONTENT

Ideation & ConceptsExecutions & formats

Profiles / pagesTemplatesPlaybooks

WHAT

CREATE

WHERE

COMMUNICATE

OWN MEDIAIntranet

Database / ECRMRSS & alerts

Partners

EARNED MEDIAOnline PR

Blogger OutreachContent Syndication

Viral MarketingCommunity Mgm’t

Social PublishingPartner / Promotions

PAID MEDIADisplay

AffiliatesNetwork buys

SEO / SEMPromotions

X

DATA BASE FAN BASE CUSTOMERS

Measurement & evaluationDialogue into relationship

Ideas and co-creationResearch & development

Digital transactions & m-paymentsInnovation & leadership

Presence to purchase

EVALUATE

FACEBOOK PROMOTION GUIDELINES4

You cannot:  Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page, uploading a photo, or posting a status update.

You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest.

You cannot:  Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration.

You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information.

You cannot: Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.

You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail.

You cannot:  Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.

You can: Instruct users to visit the third-party application to enter the promotion (as described in Section 2.3.2.1). Since users must have a Facebook account in order to access an application on the Facebook Platform, if you give this instruction, they will be prompted to sign up for a Facebook account if they do not already have one.

http://www.facebook.com/promotions_guidelines.php