Social Media Workshop for Hampshire County Council

Ed Hartigan

http://www.spearfishlabs.com

Tel : 07956394170

Email : ed@spearfishlabs.com

Twitter : @EdHartigan

Agenda9:30 – 10:00 Introduction into Social Media

10:00 – 11:00 Social Media Strategy (Interactive session) 11:00 – 11:30 Break

11.30 – 12:00 Internal policies (Interactive Session) 12.00 – 12:30 How to Build a Content Plan 12:30 – 13:15 Lunch 13:15 – 14:15 ‘Rules of Engagement’ – How to Use the tools (Interactive session) 14.15 – 14.30 Break 14:30 – 15:30 Best Practices / Case Studies (Interactive session) 15:30 – 16:00 Q+A

1. Intro Into Social Media

Why Social Media? The Shift in Media Habits

Fish where the fish are!

1. Listening & Learning- Understand your residents social behaviour- Real time market research

2. Talking- You work for the residents...you need to talk to them!- Information, Events, Emergencies, News- Add social to your communications mix

3. Supporting- Customer service is the new marketing- Engage with residents in real time, all the time - Allow residents to connect with & help each other

(This is how social scales)

4. Innovating - ‘Consult’ with residents on improvements- Government cuts mean councils must find new, cost effective ways to innovate...- Open Data (cost reductions, less enquiries, official requirement?)

Opportunities

Hype = No strategy or Planning

Culture

‘Social Media’ is Mislabelled (horribly so!)

No Business / Operations Integration

No Measurement

2. Social Media Strategy

Don’t think Social Media Strategy

Think...

‘Business’ Strategy

Communications Strategy

...that uses social media

Creati ng a Strategy

P

O

S

T

PeopleAsses customers’ social activities

ObjectivesDecide what you want to accomplish

StrategiesPlan for how relationships with customers will change

TechnologiesDecide which technologies to use

Research and ‘socialgraphics’ of your customers has been done

The business objectives have been agreed so the correct measurement metrics can be applied

The strategies to deliver the program(s) including – Integration, Training, Content Planning – are clearly defined

The correct technologies are chosen last to make sure the program will deliver the most impact

People

People = Research

Social Media Monitoring (Listening)

Buzz Tracking

Activity Planning Customer profiling

Community discovery

Influencer Identification

Proactive Customer Service

Insights• Which channels do our customers use?• How much do they use them?• What type of content do they like?• What do they share?• Who are the influential voices?• What content of ours have they responded well to in the past?• What is working (or not) for the competition• (Is social worth the time?)

Tools- Free software- Enterprise softwarehttp://wiki.kenburbary.com/social-meda-monitoring-wiki

Objectives

ObjectivesThe Big Question - What are we trying to achieve as an organisation?

Some examples:-Foster Dialogue Learn more about our constituentsDrive footfall to....by x%Increase awareness of...by x %, Improve Customer serviceReduce costs (paper, offline, calls,) by x%Increase traffic to the website

These are the outcomes – start with these and work back

These help form a measurement framework (which we will look at later)

Strategies

Social Media architecture – hub and spoke model

Organizational Questions• Are we clear on the business objectives that social activity will help?• How much resource (people, time, money) can we dedicate to it?• Who are the stakeholders (who is involved?)• Have we integrated ‘social’

– website (login, channels, http://developers.facebook.com/plugins), - other marketing channels (email, offline, PR, paid ads) – Are the ‘user journeys’ clear?

• How many departments / people will be contributing content?- Now- Future

• Who approves the content before it’s published?• How will you communicate the activity internally?• How much training is going to be needed?• Can we deliver, operationally, on our promises in social media? What do we have to do to make sure we can

deliver?Plus:- What is our content planWhat is our Crisis Management Plan? (more on those in the next sessions)

Crisis Management Plan

How do we communicate quickly?

Who Talks?

What is the process? - Acknowledge - Respond - Move conversation to ?

Example:-Dominos http://admaven.blogspot.com/2009/04/dominos-social-media-disaster.html

Technologies

Last, we pick the tools

Measurement

You will need to set up a measurement framework based on your objectives.

Make sure you have ‘landing pages’ on your website to track conversions

Get Help if necessary!

Financial- Sales- Donations- Cost Reductions

Actions- Downloads- Subscriptions- Shared content

Engagement- Comments- Time / Depth of visit- Share of Voice

(Web Metrics)- Views- Fans & Followers- Eyeballs

Use the right tools

Property Analytics Tools Metrics

Website Google Analytics, Chartbeat, Post Rank, subscriptions, ecommerce platform stats, FB social plugins

Visits, uniques, impressions, downloads, registrations, referral traffic from SocialMedia

Facebook Facebook Insights, Google Analytics integration

Likes, comments, UGC

YouTube Insights, channel stats Views, subscriptions, comments

Twitter Social media monitoring, twitalyzer, (new analytics on the way!)

Followers, RT’s, Klout

Social Media Monitoring Radian6, Brandwatch, Socialmention, Addictomatic

Mentions, sentiment, share of voice, insights

Your Turn!

This normally takes a few weeks! So...

1. Assume we’ve done the research (use what you already know)

2. Write down your objectives – Come up with 33. Strategies – Answer the organisational questions- Resources - Internal ‘Workflow’- What other channels that we already use can we integrate?- What new channels do we need to build?- Training needed?

4. We’ll review and discuss which tools will be effective

4. Internal Policies

http://socialmediagovernance.com/policies.php

What is expected from staff members?What can we say?When can we be online?What is off limits?Personal vs Professional networking

3. How to build a content plan

Social Media architecture – hub and spoke model

Content PlanningE=MC

Begin with an Audit of all your communications – Online, offline – What worked? What didn’t?

Think - Are we providing value for the constituents (not us!)? What do they want to know? How can we be more useful?

From the research, we know which social channels will work – do we have accounts? http://namechk.com/

Seek Content Inspiration• Take your top keywords (including your name, products, services etc.) and search for them on Google,

Bing, YouTube, Twitter, Facebook, and SocialMention. • What shows up in these search results? How much photo and video content appears? Content from your

competitors? From ‘fans’?

Understand Taxonomy • How people search for information• Make sure the content is ‘optimised’

Content PlanningQuestions to ask:• What do we want them to do? (calls to action on landing page(s), videos, website)• Who are we trying to reach with each piece of content?• How & when you will be engaging – Set expectations• What is our capacity to produce content? Our audience’s threshold to consume it?• What content assets do we already have (there will be loads!)• What we can share?• What can we give away? • What can we explain?• What type of content from others can we share with our audience?• Who can we interview that would interest our audience?• What can we have fun with that isn’t a disconnect from our brand?• What topics are off-limits?• Who in our organisation connects with customers most naturally?

Remember – Most people are sitting at their desks, waiting for the day to end!

Build one of these...

5. ‘Rules of Engagement’

How to use the tools (best practices and examples later on!)

We are going to look at:-TwitterFacebookBlogging

+ Any others you want to go over....

As discussed (research & content planning), may throw up other communities you need to be part of, so ‘don’t marry a tool’ !

Twitter

Who’s on Twitter? (- #hcc For this session....)

JARGON:-@ usernameRT usernameFollow# (http://wthashtag.com )DM usernameShortened URLs

Not B2C or B2B – Twitter is P2P networkPersonal vs Corporate Logos- People respond much better to people than logos or products.

Search.twitterWord Search:Hampshire Council – Will find tweets containing both “Hampshire” &

“Council” “Hampshire Council” – Will find tweets containing the exact phrase

“Hampshire Council”Hampshire OR Council – Will find tweets containing “Hampshire” or

“Council” (or both)Hampshire Council ? – Will find questions with the words Hampshire Council

Places Search:“Council” near:Southampton“Council” near:Southampton within:10mi

Or Use ‘Advanced Search’Check out Listorious (Twitter Directory)

TwitterDo’s

• Share - news, links, advice, events, pics, video

• Interact - @, talk, ask questions• Follow people back!• Personal touches – pictures,

conversations, humour• Check what are competitors doing?• Get as many people tweeting as

possible (as themselves! )• If using personal accounts, have a

‘company disclaimer’ in the bio• Stick around long enough to see

results!• Research a social media management

system

Don'ts• Broadcast• Blast out 100s of tweets a day• Tweet anything you don’t want

repeated • Tweet after more than 2 units of

alcohol!• ‘Air dirty laundry’• Expect huge numbers to follow you.(twitter users are the creators...they will

amplify it for you...)

Facebook

Who isn’t on Facebook?44.6% penetration rate in UK 27,806,860 people on there!

(even they are!)

Types of Pages:Personal – how most people use itGroups – limited to 5000 membersFan Pages – This is what you needCommunity Pages – Aggregate content

Facebookhttp://www.facebook.com/coventrycc#!/coventrycc?v=wall – example

• Wall, Info, Photos, Events...• Landing page(s) for non-fans• Add custom tabs for: Welcome page (with call to action) Discussions, Events,

Twitter, YouTube, Live Stream• Embed ‘point of sale’ (once community is active)• Introduce exclusive content for ‘Fans’ only• Engage with other groups or Pages• Reply to comments / Discussions• Your page is visible to the search engines so think about the content

Remember how ‘most’ people use Facebook – Don’t expect mass interaction...yet:-- 40% to receive discounts and promotions- 36% to get a “freebie”- 13% to interact(Source: ExactTarget study of 1,500 FB users)

Blogging

What is a blog?

Why Blog

1. Search engine benefits - Search engines give preference to websites that have fresh, relevant content. Hubspot research shows that sites with blogs get 55% more traffic than sites without blogs — even if there are no readers!

2. Infinite search life – Once posted, the content will always be there

3. Cost Effective communications channel – how much do you spend on paper comms?

4. PR – Blog posts have the opportunity for massive reach. They get picked up by aggregators and mainstream media, more so than other social channels

5. Crisis management — A blog is an essential channel to explain the facts amid chaos.

6. Build a community resource – As more people find your content and engage with you, you can establish a dynamic information resource for your constituents

How to blog

Doesn’t need to be an essay - http://sethgodin.typepad.com

Not a good writer? Try video

Your Turn

Who are we trying to reach

What is the content (Format? Keywords?)

Which channel(s) is it going on

Visitors/Tourists Info on Museums BlogFacebook wall with link to websiteTwitter (140 char)

Families Family Days out FacebookTwitter

Go back to the content plan

In groups, come up with examples of how you can use the social channels

For example....

6. Best Practices & Case Studies

Soc ia l Media - Best Practi ces

1. Engage in the existing online communities2. Regular updates – Feed the community3. Don’t speak at the audience through canned messages.

Introduce value, insight and direction with each engagement. Be social!

4. Empower your customers. Get them to share the content, spread your messages – this is how social scales!

5. Ensure that any activities are supported by an infrastructure to address situations and demands.

6. Consistently create, contribute, and reinforce service and value.

7. Set Audience expectations and stick to it!8. “Un-campaign” and create ongoing programs that keep you

connected to day-to-day engagement.9. Don’t hard sell to the community...support it 10. Ensure activity is integrated with other marketing

(11. Be in the ‘Give a Shit’ business! – This is the most important! – no amount of clever technology can replace good customer service)

Social media case studies- Local Government- Some favourites from around the web

Discussion and evaluationCould we do this?How could we improve this?

Local Government Case StudiesLook at our own website & social channels - http://www.beapartofourfuture.co.uk/html/ccra.htm- What could be done? Integration, social objects on the site, activity in the social channels

http://www.facebook.com/winchesterdc

http://twitter.com/gmpolice http://ratemyplace.org.uk/http://manchesterlitlist.blogspot.com/ http://www.lovecamden.org/ http://www.coventry.gov.uk/ccm/content/web-admin/online-communities.enhttp://www.birmingham.gov.uk/cs/Satellite/social-media?packedargs=website%3D4&rendermode=live

http://www.salford.gov.uk/socialmedia.htm

National gov - http://www.number10.gov.uk - What do we think?

Case Studies Nestle -

http://www.techguerilla.com/nestle-facebook-greenpeace-timeline-in-proces

Habitat - http://www.socialmediatoday.com/SMC/103334

Eurostar - http://www.accountingweb.co.uk/topic/business/eurostar-incident-social-media-bites-back/394472

Dominos - http://admaven.blogspot.com/2009/04/dominos-social-media-disaster.html

United Airlines

Case Studies Integration:Levi’s - http://store.levi.com/

Talking:Old Spice - http://www.youtube.com/user/OldSpice#p/c/484F058C3EAF7FA6 Blendtec - http://www.willitblend.com/ Mattress Dominos - http://www.youtube.com/watch?v=ndYxBQXhNjI KOGI BBQ - http://twitter.com/#!/KOGIBBQ

Supporting:Zappos - http://twitter.zappos.com/employees Apple - http://discussions.apple.com/index.jspa

Innovating:Dell ideastorm - http://www.ideastorm.com/ MyStarbucks idea - http://mystarbucksidea.force.com/

‘Energising’:Ikea & photo- http://creativity-online.com/work/ikea-facebook-showroom/17962Jimmy Choo 4sq treasure hunt - http://mashable.com/2010/04/27/foursquare-jimmy-choo/