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SOCIAL MEDIA 101IT’S EASIER THAN YOU THINK

CHRIS DYCKBRAND DIRECTOR, DIGITAL

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AGENDA

• A Quick Bio

• A useful frame for Social Media

• Where do I start?

• Some familiar strategies

• Summary and QA

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CHRIS DYCK (@CDDYCK)

QUICK BIO

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BSc.H.

Life Sciences Marketing Management Web Marketing

Management of

Technology and Innovation

EDUCATION

WORK EXPERIENCE

OUTCOME FOR TODAY

• Demystify social media by providing a useful frame to get started.

• Provide context and tools so you can create your own social media

communication plans.

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SOCIAL MEDIA:ONE BIG DINNER PARTY

MARKETING ACTIVITIES CAN BE REFRAMED IN THE CONTEXT OF BEHAVIOURS AT A DINNER PARTY

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• Think like a publisher

• It’s not always about you

• Be the one who people want

to talk to

SO WHICH PARTY SHOULD I GO TO?

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TODAY, WE ARE GOING TO FOCUS OUR ATTENTION ON GETTING STARTED WITH THE MAJOR ONES.

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THE GOOD NEWS…YOU ALREADY KNOW WHAT TO DO.

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THE RULES MAY HAVE CHANGED, BUT BUSINESS BASICS HAVEN’T.

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1. Know and listen to your Customer

2. Set objectives and plan ways to achieve them

3. Prepare a communication plan

4. Plan and anticipate for risk

5. Test, measure, and learn

1. KNOW AND LISTEN TO YOUR CUSTOMERPUT TOGETHER PERSONAS OF YOUR CUSTOMER’S ONLINEBEHAVIOUR AND LISTEN TO THEIR NEEDS AND DESIRES.

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• Will give you insight into the type of

platform that is best to reach them

• Provide an indication of the type of

content to create and publish

• Gives you a sense of how you are being

talked about already… it may surprise

and inspire.

2. SET OBJECTIVES AND PLAN WAYS TO ACHIEVE THEMFOCUS YOUR EFFORTS SO IT’S IN LINE WITH YOUR LARGER BUSINESS OBJECTIVES, AND IMPROVE UPON THEM OVER TIME.

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Examples:

• Build an audience

• Acquire Customers

• Influence sentiment

• Develop loyalty

You are your own benchmark

3. PREPARE A COMMUNICATION PLANCONSIDER A PUBLISHING SCHEDULE THAT KEEPS YOURELEVANT AND FRIENDLY.

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Sweet

Spot

4. PLAN AND ANTICIPATE FOR RISKSOCIAL MEDIA IS NOT WITHOUT RISK, BUT PREPARE FOR THE WORST SO YOU ARE READY.

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Have actions ready for these scenarios:

- Negative comments on social feeds

- Bad Press in mass media

- Moderation and monitoring

accountabilities

- Protocols for internal escalations

5. TEST, MEASURE, AND LEARNFACEBOOK HAS A PAGE ANALYTICS TOOL TO MONITOR REACH, DEMOGRAPHICS, AND ENGAGEMENT.

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Free with your Facebook Page, it gives

you analytics that will measure:

- The demographics of your ‘likes’

- The effectiveness of your posts

- Changes over time (3 months back)

IF YOU TAKE AWAY ONE THING FROM TODAY…SOCIAL MEDIA REQUIRES AN ITERATIVE APPROACH RATHER THAN A LINEAR ONE.

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• Learn from the engagements with your Customers

• Approach it like a Dinner Party

– Don’t be the wallflower, be the person that people want to talk to

• Test, measure, learn, revise, and repeat

THANK YOU.QUESTIONS?

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