A social media strategy example for a bookshop

www.stuart-hall.comCopyright © 2010 Stuart G. Hall

A social network for a national bookshop: http: book_worms

Presented by:Stuart Hall

Webjam presentation


The network takes shape

Images

Video

Text


The bookshop challenge My aim is to show from start to finish how to respond

to a request for a social network solution for a national chain of bookshops

The client has been sold on the vision of the potential of the Webjam platform to deliver a ‘socially engaged workforce’ - which will deliver measurable ROI

Role of the consultant is to carefully consider the overall needs and turn this into a living breathing social network – one which will deliver for both the organisation and employees


The concept overview The concept is for a social network where each

bookshop can have its own site Where the main social network ‘Book Worms’ can

include a CEO blog, company newsletter, blogs from each of the company departments

Would also allow for each shop to have a site within the network so they have sense of ownership


Selling it to the shops One obstacle which shouldn’t be under-estimated is

possible resistance of shops who see themselves as independent from central office

Need to sell the benefits of connecting with other shops – so there’s a ‘win/win’

One solution is for each shop to have a lead person would set up the site & network with their respective leads in other shops

They could be provided training so they could help fellow employees get on board too


Persuading staff One easy way to persuade staff is to say there will be

less email traffic as a result Plus that for first time they will have a chance to

exchange ideas about how to best market to their customers

Use the platform to bring all events into one place for both national and local promotions – with the calendar supporting it

Plus ensure shops encouraged to post on forum before & after event to discuss success, both as text posts, pics & video – whatever works best!


Engagement tactics Stage a competition to encourage the population of

personal profiles on the network so that it rapidly becomes the norm

Encourage everyone from CEO down, to include a pic of themselves, so people can put a face to a name

Use an internal comms tool like Yammer to get people ‘warmed up’ to the idea of connecting together in one place

Another possible tactic to have a ‘Q and A’ section where head office can deal with queries in a FAQ-like fashion


The nuts & bolts Plus some simple video guides done by staff

themselves on how to use the network For example use of the modules, how they work,

focus on a few like the ‘Engage your community’ module

Run a series of ‘how-to’ videos on main network that people can watch or grab for own profile

Would also need to make sure that there were clear guidelines as to what content was acceptable.

And make it clear that (using Saved Search function) that all content is moderated


Support from Webjam This is also an opportunity to sell Webjam’s editorial

support & engagement Using a workshop approach to discover best seeding

and moderation strategy to fit the company Implementation of a strategy of listen-generate-

engage-measure, based on suitable tools Based on identification of top contributors, hot topics,

aggregate patterns of use to maximise take up Not forgetting the value of readers – not just views

but measure how they use value offline!


Value: online & offline The Webjam platform comes in with its own simple

stats package so you can see how much use the new platform is getting

But above and beyond online stats the aim is to show the link between sharing ideas online, and the offline outputs

For example for book signings and book clubs to have a follow up survey through a poll online to say if used ideas that read on the social network


Idea > implementation > results Aim is to gather ideas & requirements for the social

network To present to client in the form of mock-up of basic

elements on a Webjam prototype where they can have a play with it and ask questions

Once signed off the process of design allows for compliance with corporate branding


The network takes shape

Brand compliant

header

YouTube videos to sponsor uptake

CEO blog


Idea > implementation > results Also in terms of set up maybe right to produce

introductory videos to make it easy to adopt Plus pilot it to a regional group of shops before

national launch, using shop lead structure Ensure there is a process for getting feedback from

users at central and local shop level Report back to SMT at the next stage of growth –

it’s a chance to upsell a quarterly health-check Work with head office network manager on launch

strategy and metrics


Webjam presentation: thanks

Business

A social media strategy example for a bookshop