Pragmatic social media planning wkshp
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Social Media Pragmatic Planning to Meet Your Goals
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Social MediaPragmatic Planning to Meet Your Goals
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DIGITAL
DATA
VISUAL
what Culture Sparks do
Question time• Who is on...
YouTube
Flickr
Foursquare
Google +
Tumbler
any blogging platform
Why?To connect with audiences/customers?
� Any specific segments or audience groups?
To market events?
To market content?
To drive traffic to your main web channels?
To keep an eye on competitors?
Strategy: Issues• Having a plan!
• Time
• Staff and resources
• Content generation
• Online ‘voice’
• Is it working? Is it worthwhile?
• Measurement!
GoalsWhat are your marketing goals?
What are your key audience groups?
How do you measure engagement?
Are there any barriers to engagement?
Is it working?Set goals
Use the right platforms (FB, Twitter etc.) to post a variety of content
Measure impact / response
Refine and improve. But...
What do you measure? And how?
What can we measure?• Facebook
Page LikesCheck-insCommentsPost Likes, SharesFacebook Insights (impressions, clicks and more...)
TwitterFollowersFollowingNo. of tweetsRetweets received@MentionsFavourites
YouTubeViewsCommentsSubscribersNo. of uploadsYouTube analytics
More...Website analytics Blog trafficLink clicks, bit.lyOther platformsKlout?
Creating a BenchmarkWe have data tracked back to October 2010
160 venues/companies
Using APIs to get open data from Facebook, Twitter and YouTube
Global view --> Personal view
You just need to know what question you want to answer!
The Arches Facebook Advertising“Uh Huh Her” are an electro pop duo with a cult lesbian following
Two highly targeted adverts, total spend £110
Sales target of 500 tickets. Actual sales: 900 (sold out)
Box Office Report says a quarter of ticket buyers cited social media as their reason for purchase
Great for reaching niches!
Scottish Poetry Library on Twitter
Twitter or Facebook?
1,900 Likes, 74 posts per month vs...
11,000 Followers, 500 tweets per month
Personality and... Poetry!
Engagement:
Retweets
@mentions - conversations
Favourites
300+ new followers per month
You Tube Example: Sadler’s WellsFeeds into other Sadler’s Wells channels: site, enews, Facebook, QR codes in posters
Dance can be difficult to describe in words
Persuasion
source Sadler's Wells Digital Seminar 2011 with Kingsley Jayasekera, Director of Communications and Digital Strategy http://youtu.be/auJKToP44oY
Flickr example: Edinburgh Libraries
Heritage images collection
Local quest picked up by local media
3000 visits in one day (compared to 200 on a normal day)
http://www.theedinburghreporter.co.uk/2011/03/edinburgh-libraries-get-help-with-their-old-photographs/
Final example: the book sculptures
one of the 2012 commissions, a scene
from Peter Pan
first five book sculptures in 2011
Learn more at: http://en.wikipedia.org/wiki/Scottish_book_sculptures
Final thoughtsYou have to start somewhere
Small teams need to maximise time and make sure they’re doing the most expedient and effective activities
Look at yourselfTake a critical view of your activities
Set personal and specific goals
Measure twice, cut once
Use metrics and benchmarks Make changes in what you do - don’t be afraid to prune where there’s no return on time investment
Right place, right time, right channel
Make strategic decisions on channels based on your core mission and what will work best for what you doMay require an out of working hours time shift (at least some times)
Questions? AmbITion Scotland learning journeys
http://getambition.com/learning-journey/
AmbITion:TV - video on demandhttp://getambition.com/category/video/
AmbITion How To... Guideshttp://getambition.com/category/content/resource/
Culture Sparks Social Media Snapshothttp://www.culturesparks.co.uk/snapshot
Culture Sparks Social Media Data Decodedhttp://www.culturesparks.co.uk/digital/social-media-data-decoded
ContactAshley Smith Hammond
Project Manager AmbITion Scotland
www.getambition.com
Albert Kawmi
Culture Sparks Associate
www.culturesparks.co.uk
Background reading
Digital Engagement Framework WorkbookCreated by Sumo Design and Inspired by Coffeehttp://www.digitalengagementframework.com/framework.html
Let’s Get RealCulture/24 final report on their action research project ‘How to Evaluate Success Online’ http://weareculture24.org.uk/projects/action-research/
Worksheet
worksheet from Digital Engagement Framework Workbook
created by: Sumo Design & Inspired by Coffee
