effective & compliant social media planning
TRANSCRIPT
1.Social Media is not a stand alone concept
Social Media is not a stand alone concept
“Social media is now accepted as a normal part of every day life”
- that includes your customers and clients.
How can we use social media to best serve our purposes?
• Remain Compliant
• Managing our reputation
• Doing no damage to the organisation
Inside Out Thinking
The best way to effective use of social media is to ask
• What is it the customer/followers would benefit from? • How do I deliver that compliantly?
Outside In Thinking
The first question to ask isn’t –“Is it compliant?”
rather
“Is it of benefit to our customer/following?”
Businesses that do best on social media are:
• Open
• Authentic
• Build trust with their customers and following
“..social media isn’t a new tactic that is a stand alone practice
It’s a new channel for communicating what you already do.”
Social Media Monitoring & Recording Tools
Top 6 Archiving Platforms
• Hootsuite
• Arkovi
• Erado
• Socialware
• Actiance
• Hearsay
Hootsuite
HootSuite’s brand new new Enterprise solution provides the most comprehensive social media pre-approval and archiving solution in the industry.
Desktop Mobile
Partners with the Best
HootSuite is one of only four Charter Members of LinkedIn’s Certified Developer Program
“[HootSuite was] selected based on their extensive experience helping brands and businesses manage and analyze their presence on social networks.” - Google
Launch Partner for Google+ Pages
Preferred Development ConsultantHootSuite works closely with Facebook to integrate the latest functionality
Charter Member - Certified Developer Program
Exclusive Launch PartnerHootSuite was Twitters exclusive launch partner for their Promoted Tweets product
HootSuite Users
The worlds largest brands use HootSuite…
HootSuite Users
567
27
AverageHootSuite
User
AverageTwitter
User
# of Twitter Followers
…and so do the top influencers.
The Basics
1. Listening 2. Engaging 3. Analyzing
Listen to what customers are saying in the social sphere.
Engage the users that matter across the platforms they use.
Basic Social Media Management Activities:
Analyze the results and impact of your efforts.
Industry Leading Functionality
Engagement
Message Scheduling ✔
Geo Targeting ✔
Bulk Messaging ✔
Real-Time Search ✔
Collaboration
Message Assignments ✔
Shared Search Streams ✔
Advanced Team Permissions ✔
Enterprise-wide Scalability ✔
Analytics
Quick & Custom Reporting ✔
30+ Drag and Drop Modules ✔
Google, Twitter, FB & Owly ✔
Automated Sharing ✔
Security
Limited Permissions setting ✔
Secure Profiles ✔
HTTPS ✔
Financial Compliance ✔
Organise Your Social Business
Map to your Existing Structure
Arrange Teams
Custom Team Permissions
Provide the right level of Access
Assign messages for Follow Up
Team Collaboration with Global Governance
Arkovi
Built in the cloud, Arkovi monitors and archives incoming and outgoing social media communications, including blogs, Facebook, LinkedIn, Twitter, websites and more.
NatWest “Glitch” CaseStudy
NatWest “Glitch” CaseStudy
WHETHER NatWest’s recent computer problems are over remains to be seen, but what is already obvious is the damage that is being done to perception of the brand.
YouGov SoMA (Social Media Analysis tool) looks at the impact that campaigns or crises have on social media.
While an average day generates tweets about NatWest that are seen by just 0-2 per cent of the Twitter population, since the crisis began that has risen significantly to reach a high of 23 per cent last Friday.
Over five days, 37 per cent of the UK’s Twitter population was exposed to tweets about NatWest, and the story’s durability is shown by a 21 per cent reach score on Monday, five days after the initial problem was reported.
RBS escapes the twitter impact
http://www.cityam.com/latest-news/stephan-shakespeare/twitter-effect-hits-brands-the-impact-consumer-perception-becomes-cl
Background
How issue was initially dealt with
Where the story took off
The story hit’s the main stream news
Trends on twitter
How did NatWest respond initially
How has that response changed over the course of the crisis
Where online did the story happen?
NatWest Home Page/Ideas Bank
Ulster Bank – RBS Group
Twitter Handle
Getting noticed for the right reasons
Money Savings Expert – Martin S Lewis
Outside in Thinking? – Mobile devices?
Migrating customers to go where?
1. Best Practice
2.Compliance Guidelines
Best Practice
• Listen first
• Engage Second
• Monitor Constantly
Define your Social Media Strategy/Marketing PlanThink Outside In Define your desired outcomes Consider the device that will be used to engage with –
desktop/tablet/mobile/sound available? Set KPI’s so you can measure your success. Make sure you know
your metrics before you start too so you can measure the influence your social media strategy is having
Define your strategy, it’s best to incorporate your existing marketing efforts with your social media strategies
Ensure you have a blog set up on your website and post regularly. Your company blog is the main hub of all Social Media strategy and not having a blog is one of the biggest reasons that business fail to see results with their social media and get ROI.
Use Call to Actions Use an Editorial Calendar Know your customer, Identify the right social networking sites
Define & Set out your Social Media Policy
• Identify key personnel who can play a part. Manage expectations and properly train them as required
• Include what to do in a Crisis & Escalation Process
• http://socialmediagovernance.com/policies.php#axzz1jiUj8XKZ
Set up your Social Networking Sites Properly Set up your profiles so they are fully optimized and
can be found by the right people (Peter Aceto) Ensure your branding is consistent across all online
and offline activities, be visual Show the face behind the brand with personal profile
photo’s as much as possible Connect with your target audience across the
platforms, join groups and discussions where appropriate
Set clear expectations for each community, and let them know what you will and will not accept, when you are online etc
Make clear disclaimers and remind followers not to share private information (see CitiBank & Barclays as examples).
Manage, moderate and monitor you Communities Managing your communications on social media
takes time and effort, just like staffing, manning the phones and email correspondence does.
Monitor what results you’re getting, learn what works – do more of that. Learn what doesn’t work – don’t do any more of that.
Make sure that your community is not being plagued by spammers and that appropriate language is used, as set out in clear expectations for each community.
Compliance Guidelines
Compiled by Actiance
The FSA’s guidelines on Social Media are much less clear than those in the States.