SOCIAL MEDIA MASTERCLASSALB SOCIAL MEDIA FOR LAWYERS

DAMIAN DAMJANOVSKI

BASICSUNDERSTANDING SOCIAL MEDA

THE TECHPLATFORMS & TECHNOLOGY BASICS

INNOVATORS EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LAGGARDS EXTREME LAGGARDS

DIFFUSION OF INNOVATIONTECHNOLOGY ADOPTION BELL-CURVE

PRODUCT

PROCESS

SERVICE

MODEL

VALUE

MARKET

DIFFERENT FORMS OFTECHNOLOGY INNOVATION

interaction formulaUnderstanding the dynamics

ACTORVERBOBJECTTARGET

ACTORVERBOBJECTTARGET

who is involved

what action is being taken

what is the action affecting

is there a secondary actor

jim POSTS photo

damian updates status

brian checks-in @ home

jane friends jim

Add Friend Check-inFavouriteFollowLikeJoinPlayPostSaveShareTagUpdate

ArticleAudioBookmarkCommentFileFolderGroupListLocationNotePersonPhotoPhoto AlbumPlacePlaylistProductReviewServiceStatusVideo

VERB

S

OBJECT

S

EXAMPLES

DeconstructingHow stuff works

presence

identity

groups

relationships

reputation

sharing

conversations

presence

identity

groups

relationships

reputation

sharing

conversations

presence

identity

groups

relationships

reputation

sharing

conversations

presence

identity

groups

relationships

reputation

sharing

conversations

Identity - a way of uniquely identifying people in the system

Presence - a way of knowing who is online, available or otherwise nearby

Relationships - a way of describing how two users in the system are related (e.g. in Flickr, people can be contacts, friends of family)

Conversations - a way of talking to other people through the system

Groups - a way of forming communities of interest

Reputation - a way of knowing the status of other people in the system (who's a good citizen? who can be trusted?)

Sharing - a way of sharing things that are meaningful to participants (like photos or videos)

Flickr Twitter Digg

THE USERUNDERSTANDING CONSUMERS IN THE SPACE

PEOPLE ARE COMPLEX

9 million Australians now interact via social networks

content sharing is the most popular activity

4 in 5 Australian Internet users have shared a photo online

Twitter usage grew by 400% in 2009

Nearly 3/4 of Australians read a wiki

2 in 5 Australians interact with companies via social networks

There are 7.4 million Australians on Facebook, with each logging in for an average of 20 minutes per day

YAY! STATISTICS!

THE METRICSMEASUREMENT BASICS

METRICS & KPIS

TEASER REVEAL ACTIVATION (STAFF AND CURRENT CUSTOMERS) ACTIVATION (GENERAL PUBLIC) HOW IT COMES TOGETHER

AWARENESS APPRECIATION ADVOCACY ACTIONMEDIA

CAMPAIGN SITE

CAMPAIGN OVERVIEW

FACEBOOK

TWITTER

YOUTUBE/ FLICKR

ONLINE MEDIA

BRAND EQUITY SCORES BRAND TRACKING SCORES

REFERRALS FROM CAMPAIGN SITE # LIKES

# COMMENTS

#UPLOADS

SEARCH RANKINGSBOUNCE RATES # BOOKMARKS/SHARE THIS

REFERRALS FROM CAMPAIGN SITE# @REPLIES

# TWEETS & RETWEETS

#UPLOADS

VOLUME OF ARTICLES/POSTSEMOTION OF CONVERSATION POSITIVE/NEGATIVE SENTIMENT

DWELL TIME IN BOUND LINKS

DMS

FOLLOWERS EMOTION OF CONVERSATIONS POSITIVE/NEGATIVE SENTIMENT

# OUTBOUND LINKS #COMMENTS

METR

ICSVOLUME OF CONVERSATION

EMOTION OF CONVERSATIONS POSITIVE/NEGATIVE SENTIMENT

FANS EMOTION OF CONVERSATIONS POSITIVE/NEGATIVE SENTIMENT

REFERRAL TRAFFIC TO CAMPAIGN PROPERTIES

REFERRAL TRAFFIC TO CAMPAIGN PROPERTIES

REFERRAL TRAFFIC TO CAMPAIGN PROPERTIES

REFERRAL TRAFFIC TO CAMPAIGN PROPERTIES

TOTAL VIEWS EMOTION OF CONVERSATIONS

POSITIVE/NEGATIVE SENTIMENT

UNIQUE VISITORS PAGE VIEWS REFERRAL TRAFFIC FROM SOCIAL

REFERRAL TRAFFIC TO BRAND SITE

# STATUS UPDATES

#COMMENTS

BUILDING A METRICS MATRIX

BUSINESSSOCIAL MEDIA USES IN BUSINESS

BRANDSOCIAL MEDIA AND YOUR BRAND

IT COULD COME IN ANY FORM

OBJECTIVES AUDIENCE+

WHAT ARE YOU TRYING TO DO

WHO ARE YOU TRYING TO REACH

+

OBJECTIVES AUDIENCE+

WHAT YOU WANT TO HAPPEN

OBJECTIVES AUDIENCE+

ONE CLEAR PRIMARY OBJECTIVE

GOALS SUPPORTING OBJECTIVE

CLEAR METRICS

OBJECTIVES AUDIENCE+

WHO ARE THEY (DEMOGRAPHICS)

INFLUENCE & INFLUENCERS

BARRIERS & MOTIVATORS

TECHNOGRAPHICS

SERVICECUSTOMER SERVICE WITH SOCIAL MEDIA

FUNCTIONSINTEGRATING SOCIAL MEDIA ACROSS BUSINESS FUNCTIONS

SUPPORT

CRISIS

PRODUCT

SALES

COMMUNITY

PR

MARKETING

RESEARCH

NO SINGLE DEPARTMENTOR BUSINESS UNIT SHOULD

HAVE EXCLUSIVITY

CAUTIONSWHERE OTHERS HAVE GONE WRONG

RISKSCRISIS MANAGEMENT

AN INTERESTING EXAMPLE OF WHAT NOT TO DO, AND THEN WHAT TO DO - BUT TOO LATE FOR IT TO REALLY MATTER

THE FAKE ACCOUNT

THE REAL ACCOUNT

1. DEAL WITH IT DON’T AVOID THE MATTER

2. IDENTIFY YOUR STAKEHOLDERS WHO NEEDS WHAT

3. BE UPFRONT GIVE THE INFORMATION YOU HAVE

4. BE AVAILABLE PEOPLE NEED INFO... FAST

5. MOVE ON FIND A SOLUTION, AND MOVE ON

WORK WITH COMMS TO DEVELOP YOUR

ACTION PLAN

EXPECTATIONSCONSUMER EXPECTATIONS

TRANSPARENCY

ALWAYS KEEP IT SIMPLE

OTHERWISE PEOPLE CAN GET LOST IN THE DETAILS

OR WORSE... MISS THE POINT

PEOPLE EXPECT YOU TO BE LISTENING

BRAND/USERUNDERSTANDING THE BRAND/USER BALANCE

JOURNEYSEVALUATING NEEDS USING CUSTOMER JOURNEYS

Inspiration, reassuranceInspiration, something to share or talk about

Hope, excitement, “I want to feel it’s real” Reassurance

Fun, relaxation, togetherness

Keep the buzz alivePick me up, inspiration,

feeling of longevity

Availability, pricePaperwork, itinerary, plans, excursions, add-ons,

insurance, etcSimple clear

directionEntertainment

Get home, find the house keys, get the

dog, Holiday!

Brand, Retail ads, email deals, DM

Travel agent,Website,

Welcome packCommunity website

T-14 Count down DM/EMAIL

Ship, staff, events,Warm down pack -community website Remember me pack…

Emot

iona

l ne

eds

Ratio

nal

need

sCo

nnec

tion

poin

ts

research book wait travel onboard leave home

DIGITAL CONSUMER JOURNEYS

PERSONAS

OBJECTIVESPRIORITISING YOUR BUSINESS OBJECTIVES

RISKSIDENTIFYING RISK POINTS FOR YOUR BRAND

LOGISTICSPRACTICAL ANALYSIS OF BEST PRACTICE SOCIAL MEDIA IN A LARGE ORGANISATION

STRATEGYDEVELOPING A GAME PLAN

TEAMGETTING THE RIGHT PEOPLE ON-BOARDAT THE RIGHT TIME

GAME-ONMAKING A PLAYBOOK

GP

Social Media

Internal Assets

Non Bank Owned Assets

Facebook

Twitter

YouTube

Website

Mobile Web

Mobile Apps

Blogs

Forums

Media

Influencers

Radian6

Customer Management Team

Roles•Managing customer queries (basic)•Complaints•Sales request•Service request•Refer to specialist:

Toxic issuesMedia

Social Media Specialists

Roles•Reach and engage

•Influencers, blogs and media•Integrated comms & marketing plan

If not able to resolvewith customer, interfacewith support areas

If not able to resolvewith customer, interfacewith support areas

ProductCCC specialistCustomer RelationsOperationseChannels

MarketingComms & mediaeChannelsGroups

RESPONSIVE

LEADING

TRACKING AND SERVICINGGovernance Model

UNDERSTAND YOUR COMPANY

CUSTOMER EMPLOYEE FRANCHISEE

BOTH EXISTING (REGULAR) CUSTOMERS

AND INFREQUENT CUSTOMERS

CORE NEEDS ARE GENERALLY THE SAME

REGARDLESS OF FREQUENCY

( MEDIA IS INCLUDED IN THIS CATEGORY)

CURRENT EMPLOYEES WILL

PRIMARILY INTERACT VIA THEIR

STORE MANAGER OR FRANCHISEE

(FEW NEEDS FROM ONLINE)

FUTURE EMPLOYEES HAVE SPECIFIC

NEEDS FROM THE ONLINE PRESENCE

FUTURE FRANCHISEES HAVE

VERY DIFFERING NEEDS TO

CURRENT FRANCHISEE’S AND

LOCAL STORE MANAGERS

CUSTOMER / MEDIA FUTURE EMPLOYEE FUTURE FRANCHISEE CURRENT FRANCHISEE / LSM

KEY PERSONAS

UNDERSTAND USERS (INC. STAFF)

FIND STORE LOCATION

MENU ITEMS& DETAIL

CUSTOMER / MEDIA

FUTURE EMPLOYEE

FUTURE FRANCHISEE

CURRENT FRANCHISEE

POSITIONS &

HOW TO APPLYWHAT’S IT LIKE

TO WORK FOR YOU

OPPORTUNITYDETAIL

HOW MUCH WILL

IT COST ME

UP-COMINGCHANGES

MARKETING &

PROCESS RESOURCES

GIVE FEEDBACKADVOCATE THE

BRAND

RESPOND TO

LOCAL FEEDBACK

OFFERSDEALS

SPECIALS

MANAGE CUSTOM

LOCAL OFFERSREWARD LOCAL

STORE ADVOCATES

WHAT’S IT LIKETO BE A

FRANCHISEE

WEBSITE

SOCIAL

JOBS SITE

BACK-END

POTENTIAL FUTURE CAPABILITY

COMPANY INFO

& NEWS

DIVIDE THE LABOUR

CAUTIONTHE PITFALLS TO KEEP A LOOK OUT FOR

Reac

h /

Freq

uenc

y

Individual contributors

Comment on a news site

Comment by a celebrity

Comment by an employee Comment by your grandma’s cat

∞

AT WHICH POINT DOES IT BECOME A CONCERN ?

THANK YOU

@DAMJANOV @COSTUS

DAMIAN.D@ME.COM