ALB - Social Media Masterclass
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Transcript of ALB - Social Media Masterclass
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
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
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 ?