September 2013 Toolkit OPCO Social Media Toolkit.

September 2013Toolkit

OPCO Social Media Toolkit

2Copyright© 2013 Mobile Telephone Networks. All rights reserved

Index

1. Purpose of Social

2. Social Media Platform Objectives

3. Social Media Objectives

4. Checklist

5. Purpose of this Toolkit

6. Facebook- Images- The Role of Facebook- Facebook Guidelines - Creating Copy for Facebook- Changing the Name and URL on Facebook


Index

7. Twitter- Images- The Role of Twitter- Twitter Guidelines- Writing Copy for Twitter- Changing the URL and Name on Twitter

8. YouTube- Images- The Role of YouTube- YouTube Guidelines- Posting on YouTube

9. LinkedIn- Images- The Role of LinkedIn- LinkedIn Guidelines


Index

10. Community Management- Community Management Guidelines- Facebook Moderation- Facebook Customer Service- Twitter Moderation and Customer Service- Twitter Moderation and Customer Service- YouTube and LinkedIn Moderation- General Do’s and Don’ts


Purpose of Social

AwarenessDriving traffic to the website / ecosystem

ConsiderationThought leadership and content downloads – positioning in the market

PurchaseLeads, database, sign-ups through channel

EngagementCustomer feedback and service


Social Media Platform Objectives

Facebook

Customer service

Engagement

Brand awareness

Product

Drive to the website

Conversations

Twitter

Customers service

Engagement

Brand awareness

Product

Drive to the website

Conversations

YouTube

Educate

Awareness

Drive to website

LinkedIn

Thought leadershipIndustry

relevance

Engagement

Conversations


Social Media Objectives

• Brand building and awareness – Online brand equity, Improving online

reputation

• Community building – A dedicated place for fans

• Social CRM – Two-way dialogue, Added value

• Develop Insights and Understanding – Market research, Customer insight

and intelligence

• Driving Revenue – Communicating at the Zero Moment of Truth

• Crisis Management – Addressing PR issues in the broader business


Checklist

1. Name – Correctly displayed / consistent, e.g. MTN “country”

2. URL – Aligned with name and country code, e.g. MTNza

3. Last Updated – Are the posts recent? FB & Twitter 1 week – YouTube 1 month

4. Product Information – Is the channel being used to promote products

5. Support – Is the channel used for support

6. Engaged Audience – Are there conversations happening

7. Promotions/Competitions – Is the channel being used affectively for promotions

8. Customer Education – Are we educating about products and services

9. Sponsorship – Are we talking about MTN’s sponsorships

10.Brand Aligned – Is the content brand aligned (Brand Affinity)

11. Audience Aligned – Is the content consumer aligned (Channel Affinity)

12.CI Aligned – Aligned to MTN CI with correct logo usage


The Purpose of this Toolkit

The purpose of this Social Media toolkit is to ensure:

• Consistency across MTN’s pages across all OpCos

• Brand and CI alignment

• Consistency of tone and brand voice

High quality of the final product, is a requirement of all content produced. If there is an image, that image needs to adhere to the strict guidelines of brand CI and relate to the campaign CCI.

It is imperative that only quality work is published onto social platforms to represent the brand.


Facebook Guidelines - Images

• Cover photo: 851x315 pixels wide - must be at least 399 pixels wide, otherwise it will get pixelated

• Facebook cover image must reflect the brand and CI

• Profile photo: 180x180 pixels wide

• The profile photo must be of the MTN logo (provided)

• Timeline image post: 404 x404 pixels wide

• Timeline highlighted image: 843x 403 wide - if you highlight a normal image that isn’t this size, the image will become pixelate


The Role of Facebook

• Community participates through engagement and sharing.

• Provides the ability for the brand to disseminate rich media content to fans of the brand and therefore provided a platform where multi-faceted engagement can take place.

• Ultimately, the goal is to keep people interested so that they engage with the posts and don’t unsubscribe or remove MTN from their newsfeed.


Facebook Guidelines

• MTN Facebook presence for each OpCo must be a Facebook page and not a group or personal profile.

• Ensure you post at least once a day to ensure consistency and visibility of your content.

• Each audience is different, so test what works for your community by posting different types of content, at different times – monitor this by checking your page’s insights to see the best results.

• Content must be engaging and have relevance to MTN.

• Posts that include images and video content get higher engagement.

• Ask your community questions and drive conversation.

• Posts must not be too long and should have a call to action.

• Pin a post on the page that needs to be displayed prominently on the page – this post will remain at the top of the page for 7 days and will give visibility to key content.


Creating Copy for Facebook

• Keep posts as short and concise as possible

• Shorten links using Google URL shortener http://goo.gl/

• Track link interactions to optimise content with Google URL shortener

• Provide clear call-to-actions in the copy (e.g. ‘read this’ ‘watch this’ ‘click below’)

• Ask a question as part of the copy to encourage engagement and response

• Ensure tone of voice is on-brand

• Attach approved photos or videos to the post if possible (it makes the post more likely to appear higher in the newsfeed due to a higher ‘weight’ assigned by Facebook’s EdgeRank algorithm)

• TRIPLE-CHECK spelling, grammar and details in all updates

http://goo.gl/

http://goo.gl/


Changing the Name and URL on Facebook

Steps:

• Go to ‘Edit Page’

• Click on ‘Edit Page Info’

• Click on ‘Name’ to edit the name of the Facebook account to ‘MTN “country”

• Click on ‘page address’ and edit the URL to the name and country code, so that the vanity URL will look as follows: www.facebook.com/MTNGH

http://www.facebook.com/MTNGH


Twitter Guidelines - Images

• Header image: 520 x 260 pixels wide

• Profile image: 80 x80 pixels wide (image included)

• Background image: up to 1600px 1200px if necessary (depending on the screen resolution). Design should be within the safe area of 130x to 200px on both sides of the twitter feed.


The Role of Twitter

• Information is consumed at speed, therefore content must be relevant and engaging.

• Distribute content with the goal of trying to gain the most reach possible through interactions in order to gain follower growth.

• Content should be used that includes open questions, conversation starters and content that encourages people to share their owner’s stories.

• Facebook content cannot be copied onto Twitter but rather reworked for Twitter updates.


Twitter Guidelines

• Updates are limited to 140 characters

• Shorten links (use http://goo.gl/ to shorten and track links) in order to limit the use of characters

• Updates must be engaging and to the point

• Tweet 1-2 times per day

• Don’t use more than two hashtags in a tweet

• Drive engagement by asking questions or ask the the community to ‘Retweet’ if they agree with your content

• Images and videos can be used in tweets to drive more engagement

• Respond to tweets by replying to the relevant Twitter handle

http://goo.gl/


Writing Copy for Twitter

• Do not @-tag recipients at the beginning of a tweet, otherwise that tweet won’t be publicly visibly, rather add a full-stop before the Twitter handle

• Keep posts short and punchy (140 character limit)

• Provide explicit call-to-actions

• Attach photographs or videos to tweets where relevant

• Make use of popular hashtags and other relevant MTN hashtags

• Ask questions to encourage interaction

• Ensure tone of voice is on-brand


Changing the URL and Name on Twitter

Steps:

• To change the URL, click on ‘settings’

• Click on ‘Account’

• Change the username to name and country code, so that the vanity URL will look as follows: https://twitter.com/mtnng (MTN Nigeria)

• To change the Name, click on ‘Profile’ and change to ‘MTN “country”

https://twitter.com/mtnng




YouTube Guidelines - Images

• Cover image: 2560 x 1440 pixels wide

• Thumbnail: 100 x 100 pixels wide (image provided)


The Role of YouTube

• A broadcast channel

• Best for TVCs, announcements, event coverage, product how-to’s

• YouTube allows for video hosting as well as video embedding on different portals

• When determining a video’s potential success, factors such as quality, length, and relevance must be taken into consideration

• Videos are a good opportunity for conversion by linking from content to referral engine or customer site

• Videos mustn’t be too long and must be engaging


YouTube Guidelines

• Update consistently, as and when you have engaging video content to use

• Create playlists and package relevant content together

• Videos that are not linked to MTN must not be uploaded to the relevant YouTube channel


Posting on YouTube

• Include a link to the relevant MTN website in the body copy

• Make sure the technical filename to YouTube video is complete when uploading (e.g. the nature of the video must be clear from the filename)

• Add appropriate tags to the video

• Write an optimised title (consult SEO for optimisation advice) – often the title will now include the brand name (more compelling for a consumer to click on a non-branded video)

• Write an optimised description of 166 words maximum. The more detail the better but bear in mind that only the first 120 characters are displayed on the search engine results page. Consult SEO on keywords.

• Ensure that there is a relevant link in the description that sits above the ‘fold’ line (the point where the description collapses/expands)

• Use annotations as an additional, effective way to include internal links

• Make sure that embedding, comments and ratings and downloads are enabled on all videos


LinkedIn Guidelines: Images

• Image - Minimum 646x220 pixels, PNG/JPEG/GIF format, Maximum 2 MB

• Standard Logo - 100x60 pixels (image will be resized to fit), PNG/JPEG/GIF format, Maximum 2 MB (image provided)

• Square Logo - 50x50 pixels (image will be resized to fit), PNG/JPEG/GIF format, Maximum 2 MB.Note: The square logo is used on the network updates. (image provided)


The Role of LinkedIn

• The Business page should be positioned as a business-focused information portal in the social media landscape.

• LinkedIn serves professionals who are interested in MTN and career opportunities.


LinkedIn Guidelines

• LinkedIn allows for post updates, just as Facebook does, as it allows people to like, comment and share the posts.

• Posts should be authentic, relevant and short.

• Updates can be targeted by location, interests, function and seniority.

• Followers of your page are interested in the company and industry updates.

• Content cannot be duplicated from Facebook as the platforms are talking to different needs and markets.

• Encourage participation and call to actions in your updates. Drive engagement through questions.

• People on LinkedIn are professionals who want to be more successful and are interested in the following:

• 60% of members are interested in industry insights

• 53% are interested in company news

• 43% are interested in new products and services


LinkedIn Guidelines

• Unlike Facebook where each community is different, dependant on when they are active and what they engage with, LinkedIn is for professionals who are active Monday - Friday; morning - midday.

• You need to update your LinkedIn page at least once every two days.

• Companies that post around 20 times per month, will reach round 60% of their followers, with one update reaching 20% of followers.

• Post updates that give your followers a sneak peak into your company’s upcoming product or service launches.

• Ask followers for their opinion with questions that elicit an emotional response and inspire passionate conversations.


General Community Management Guidelines

Best practice guidelines

• Moderate the pages and delete any spam or inappropriate posts or comments.

• Respond to fan UGC (e.g. photos, wall posts, comments).

• Encourage further interaction and engagement in all responses.

• Supply fans with useful information – tips, links to product information where relevant; drive back to your website.

• Respond to questions in a timely manner or leave a ‘holding message’ if a query is more complex, whilst finding out the required information.

• In the case of complaints, consult and make use of the escalation process or file the complaint – keep record of these for end of month reports.

• Acknowledge complaints publically and take them offline as quickly as possible.


Facebook Moderation

When moderating the Facebook page, it may be necessary to issue some warnings and delete spam. Community Managers moderating the page should bear in mind the following:

• Delete any posts or comments containing profanities or vulgar language (always have the profanity filter on ‘strong’ to block as many inappropriate posts from your page by default)

• Delete any posts that condone or promote illegal activity

• Delete any posts which are derogatory to members of a particular race, nationality, sex, sexual orientation or religion or incite hatred of particular groups

• Delete any posts that expose information of a private nature

• Delete spam and repetitive posts (and ban the user from page if necessary – once approved by Brand Manager)

• Delete any posts which link to an inappropriate website or fan page

• Delete any posts which include any personal or commercial solicitation or advertising


Facebook Customer Service

• Customer queries must be answered to within a reasonable timeframe (within an hour during the week)

• Customer queries must be answered to on the Facebook timeline, direct messages and also responded to on posts

• Don’t delete customer queries or complaints

• Resolve queries online to show transparency

• Ensure any escalation process is in place

• Always ensure professionalism and care when dealing with a customer query or complaint


Twitter Moderation and Customer Service

• Respond to mentions of your Twitter handle by replying to the tweet (within an hour)

• Don’t respond to customer queries by saying ‘Hi @...’ as the whole community will see these responses and get all the customer service responses in their feed. This results in spamming your followers. By having the Twitter handle at the beginning of the tweet, it responds publicly, but won’t show up in your community’s timeline

• Should you wish for the tweet to be public, you will need to add a full-stop at the beginning of the Twitter handle

• Check direct messages and respond within an hour

• Retweet occasional compliments or interesting content shared by the community (within reason and not all the time)


YouTube and LinkedIn Moderation

YouTube

• Moderate comments and video replies and formulate responses if necessary

• Check Inbox for direct messages and respond if necessary

LinkedIn

• Moderate comments on posts and respond accordingly


Do’s

• Do ban users from the page that have been trolling the page extensively and who are damaging other users’ experience of the page and perceptions of the brand – but ensure that the issue has been escalated to PR and Marketing.

• Do be prepared for any potential fall-out from this and have approved e-mail responses with reasoning behind ban prepared. Be prepared for the user creating another alias on another social media platform.

• Do respond and publically acknowledge the fact an issue has been resolved or is being dealt with where relevant so that fans of and visitors to the page can see that complaints are being dealt with accordingly.

• Do leave a holding response to a question if the answer is unknown and it might take a while to get the information for that fan (‘we’re looking into this for you and we’ll get back to you as soon as we have some more information’)


Don'ts

• Do NOT respond to those who are intentionally trolling, especially if CRC escalation procedure has been followed and there is nothing further that can be done. Consult the PR/Marketing team if unsure.

• Do NOT respond if a fan has asked a question which is more directed at the community rather than the brand (i.e. asking for advice, fixing work), or if a trolling user has been ‘set straight’ by other community members. Sometimes it’s best just to leave these users to discuss amongst themselves.

• Do NOT over-apologise to fans who have complained

• Do NOT respond if it’s an acknowledged PR issue, without getting PR approved response

• Do NOT repetitiously post an approved brand statement

• Do NOT delete posts or updates just because they portray a bad image of the brand (unless they are abusive, inflammatory or contain profanities). Censorship of this nature is frowned upon by fans and can discourage fans from posting – a balanced view of the brand is important.

September 2013 Toolkit OPCO Social Media Toolkit.

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Transcript of September 2013 Toolkit OPCO Social Media Toolkit.