Workshop session 13

Identifying the value benefit

in social media

Facilitators:• De Hallam | Online Planner• Claire Burnham | Online Planner

Welcome to our South Street campus

In a recent bloggers competition we asked our

students to share

10 things Murdoch meant to them........

Let’s get started

What’s your expectation for the session?

We want you to be able to take-away

one usable idea

Framing the session

This workshop is about the strategy that is

needed to achieve your goals, it’s about

the roadmap, not the final destination.

Social media models -defining your purpose

Model one: social media marketing

• You’re most often reacting to the need to be using social

media but nonetheless are integrating into a wider

communications strategy

• There’s a focus still on “campaigns” and how social media

marketing can be integrated as a part of that, the listening

and conversation is there with the consumers though the

purpose remains promotional or at least very marketing

orientated

Model two: integrated social CRM

• The focus is way beyond marketing and is about the

consumer and wider market interactions pre, during and post

purchase

• The business is so customer oriented and leveraging social

media to engage and interact with the consumer, marketing

is but one component in meeting the consumer needs.

Both have the same guiding principles

• An authentic, well planned content purpose

• A focus on who they are reaching and why

But the roadmap contains many more important

landmarks along the way

Our super-fast best practice guide to;

1. Adapting your brand within a social media context

2. Creating your social media guidelines

3. Establishing your success model

4. Budget models and resource challenges

5. Managing internal stakeholders and senior management

Positioning your brand –

how human will you be?

• It’s about fostering trust through authenticity, dialogue and

innovation

• It’s about adding value where your target audience is

searching and researching

• It’s about being open and prepared to let your target

audience play a part in developing your brand and giving

them a place to do it

Brand positioning in social media

Josh Hallidayguardian.co.uk, Tuesday 12 October 2010 11.43 BST

Social media guidelines –

don’t leave home without them

A dictionary description

“Guideline”

Noun: A general rule, principle, or piece of advice.

• Having a set of social media guidelines is evidence that a

company understands how communications with your

customers has evolved

• It shows that the company cares about its employees like a

parent who sets boundaries for her child

Setting boundaries

Useful resource:

Social media governance –

socialmediagovernance.com/policies.php

Establishing your success model –

what does your “R” stand for?

Establishing your measurement purpose

• How will your stakeholders know how well you are doing?

• Does everyone understand what your purpose is?

• Some things to think about before you start;

– what will your “R” in ROI stand for?

– what will be the real cost of your strategy?

– how long will it really take to start to achieve your ROI?

– can you have a combination of soft and hard measures to keep

everyone happy?

Allocating budget and resources –

how much is enough?

Latest budget statistics

• On averages companies increased their digital spend by 35% in the

last year

• 75% of those companies were increasing digital spend specifically to

support the growth into social channels

• If you are allocating less than 10-20% of your overall marketing

spend digitally you might be out of step with your competitors

Thanks

Focused resources

“Whether you choose to do something in-house or

outsource is rarely a point of differentiation in the short

run. But really building an expertise in-house can define

a marketing organization over the long haul.”

Director, Lead Generation B2B technology, Achieving Digital Balance report

An idea of internally facing roles

11!!

Managing the mental shift –

guiding your internal stakeholders

Patience is a virtue

• If you really want your organisation to embrace the change

then take it slowly

• Have a solid plan and a vision to take your organisation

forward

• Have senior management support to help you spread the

word and report your successes

• Find like-minded people from within, you don’t have to do

everything yourself

Section two:

A guide to creating & distributing relevant content

“Content marketing is a technique of creating and

distributing relevant and valuable content to

attract, acquire, and engage a clearly defined and

understood target audience - with the objective of

driving profitable customer action.”

“Get content, get customers” – Joe Pulizzi

Build your content warehouse.

Creating content in a social context

• What’s the “social object”?

• Human beings do not socialise in a random way - there is a

tangible reason for bringing us together.

• Social networks form around social objects, not the other

way around

Source: Social object - gapingvoid.com/2007/12/31/social-objects-for-beginners/

Strategic goal Improving student attraction by developing more integrated marketing programs for target audiences.

Target audience Year 12 High School Students sitting WACE (Western Australian Certificate of Education) exams.

Social object Exams.

What would they value? Support in the lead up to exams (how to study as well as what to study).

How can you meet their need? Create a blog where students can access and interact with tips and advice direct from our lecturers.

How could you package the content?

Illustrated takeaways (info graphics)Top tips from attendees of exam preparation coursesGuest lecturer blog articlesLinks to useful online resources (WACE Exams, Online study guides)

What are your success measures?

Engagement (dwell time, click depth)Sign up to online newsletterSign up to Exam Preparation Seminars.

An example: murdoch.edu.au

1-7-30-4-2-1

1= daily twitter update, curated content, UGC

7= weekly blog post, tip sheet, photo-gallery, discussion

30= monthly extended blog post, eNewsletter, podcast, slideshare

4= quarterly whitepaper, eBook, infographic, competition

2= bi-annual event, webcast, print brochure, PDF extracts

1= annually iPhone app, Facebook app, host an event

Source: Russell Sparkman | Fusionspark Media | 2009

Content marketing models

1.Help you become smarter at something, become a preferred source of research in the hope that you will buy something.

2.Loyalty driven / pay what you think it’s worthHelp you become smarter at something in the hope that you will support our work ($).

the99percent.comStrategic goal Increase conference and consultancy sales by positioning the99percent.com as a

trusted resource for targeted audiences.

Target audience Creative professionals.

Social object Making ideas happen.

What would they value? Advice, tips and cheat sheets from renowned industry leaders.

How can you meet their need? Create a blog where proven idea makers can share knowledge in the form of articles, action orientated tips and best practice sessions.

How could you package the content?

Blog articlesIllustrative conference take-awaysVideosCheat-sheets

What are your success measures?

Engagement (dwell time, click depth)“Appreciates”TweetsComments

brainpickings.orgStrategic goal Increase donations by fostering and nurturing relationships with subscribers.

Target audience Non-industry specific audiences seeking inspiration.

Social object Creativity.

What would they value? Inspiration for creating and building new ideas.

How can you meet their need? By bringing together different disciplines to inspire new ideas (A discovery engine for interestingness). Bring together things you didn’t know you were interested in until you are (educate). Separating the ‘signal from the noise’ (curate)

How could you package the content?

Blog articlesTop 10 listsYouTube videosCurated maps/imagery

What are your success measures?

Engagement (dwell time, click depth)Social share (Facebook, Twitter)Newsletter sign ups

Section three:

How well do you know your audience?

Our strategy: social media marketing

• There’s a focus still on “campaigns” and how social media

marketing can be integrated as a part of that, the listening

and conversation is there with the consumers though the

purpose remains promotional or at least very marketing

orientated.

We wanted to better understand the digital behaviours and

preferences of our students to be able to engage them more

effectively in order to;

1. build deeper, more engaging relationships with prospective students

2. improve retention and create a better sense of belonging for

existing students

The challenge

How can you increase your likelihood of getting

your customers to engage with you?

We wanted to see if our students digital

behaviour could challenge and improve our

marketing planning process.

So we conducted a social technographics study

A person’s habits and behaviours in the groundswell

Focuses on the person’s technology behaviours

The study was about helping Murdoch to

understand how to reflect the right behaviours in

the groundswell.

“as social trend in which people use technologies

to get the things they need from each other,

rather than from traditional institutions like

corporations”

Who we surveyed

• 3535 students across 3 campuses took part;

• that’s a participation rate of 18%

• the survey was hosted online and took 10-15 mins to complete

• we incentivised participants with the chance to win an iPad2

• email was the most effective traffic source closely followed by our student

portal homepage

• Our sample demographic was consistent with the Murdoch profile;

• 67% female and 33% male for the study v 62% (f) and 38% (m)

• 45% 18-24 year olds for the study v 41%

• 79% UG and 21% PG for the study v 84% and 16%

The most important point?

Our findings were statistically relevant.

What we learnt about our students content

behaviours (some highlights anyway)

Highlight:

Regardless of age, gender or culture, Murdoch

students are far more likely to actively

participate in online activities than the Australian

population.

Social behaviours comparison

What does this mean for content packaging

for our intended audience?

Highlight:

One in two students say social networking is the

content they would access ‘most often’ online.

Finding:

67% of females added comments to a social networking site daily-

weekly

Highlight:

Watching video created by other users

is the second most popular online

activity.

Finding:

65% of male students consume video content daily-weekly

Highlight:

Our students actively seek out reviews

and opinions from others.

Finding:

52% of students use online forums or discussion groups daily-weekly

Highlight:

Students actively share and recommend

content with their friends.

Finding:

Students on average have 200-300 social networking contacts

Highlight:

More than a quarter of our students

are creating and publishing their own

content – they are drivers of social

change.

Finding:

61% of international students surveyed are actively creating content online

Helping us to make smarter, less assumption decisions

so we can;

• be useful

• be relevant

• be effective

Ultimately this study was about

Do you have one useable idea to take-away?