Social Media & Intranet

Platforms and audiences

• Different audiences for different platforms

• Relationships need maintaining on each

• Messages

Getting people to listen

Attention, Interest, Desire, Action

Who is the audience? Choose channel and message, consider response

People have connected with Advance to see aspects of their own lives reflected e.g. employees, customers, families

How does your message connect to your audience and to Advance?

Content, links and research

Photos and videos will draw people in quickly.

Short punchy text will engage people on social media – consider how content can be re-purposed for different channels and audiences.

Give information – don’t dictate! Links can provide additional info

Research stories through sector & local contacts. Sharing info from other organisations can grow audiences, provide context, increase engagement

Audience engagementEngagement is response to content:

Likes, shares & comments

Advance wants to:•Tell the company’s story•Highlight products & services•Engage with followers•Share employment opportunities

Each post needs to be current

Each post can be measured for response

Messages and comments

• Advance has an auto-response message set up on Facebook to explain the platform is not monitored 24 hours a day

• Respond to messages and comments in the same way content is written – be friendly, clear and helpful

• Ensure messages are passed on to the correct team and logged as ‘comments, compliments or complaints’ by the quality team

• Do not respond in kind to abusive messages – sometimes people who are isolated may have misunderstood the platform

Campaigns

Series of art workshops at Hackney Museum over 6-week period for LD Customers leading to ‘Our Stories’ exhibition on Disabled Access Day 16.

Methods: Photos, short videos, and invite used weekly on social media. Kiosk display, invite cards and flyers at museum.

Results: Day attended by over 80 people – community link established and long-term agreement for museum to run classes for local customers. Links with Euan’s Guide and DAD websites. Greater local awareness of Advance brand. Visual content developed for this campaign widely used elsewhere

Paid ads & scheduled posts

Paid ads can provide extensive engagement and be designed to target particular geographical areas, age ranges, genders and occupations, appearing in news feeds of people who haven’t ‘liked’ our page.

Posts on social media & intranet can be scheduled to appear different times of day – early evening best for FB, midday Twitter, mornings intranet

Monitoring, engagement & competitors

To build audiences and brand recognition Advance should develop processes for monitoring campaigns. Access to a dashboard could enable different departments to devise, run and report on their own campaigns .

We currently have the free version of ‘Hootsuite’ through which we can monitor activity on Facebook and Twitter. Accessing the paid version would give increased functionality and could provide basic ROI reporting and link to CRM in the future.

Some work has already been done to analyse competitor engagement. Advance could consider what metrics, platform, and through what methods this practice could be developed across the business.

‘Reach’, ‘Resonance’ and ‘Response’ metrics likely to be most effective.

Customer sentiment Share of conversationRatio of posts to

comments

Resonance

Content tone Engagement

Info flow

1 front line social media group – phone meeting every 2 weeks. Each person to come up with 2 stories representing their region area of business – suggested members – Richard, Jodie, Ann, Wiktoria Sliwinska, Gus Tomas, Theresa Webb. Howard Sinclair, Jane Couch/Justine Hornsby, Blaise Tohomo, Georgina Smyth

1 rep each from GMT and Area Managers meetings to report at least one ‘operational level’ story per month representing their region area of business

Audiences, content and responses

Different audiences for different platforms. Facebook: Families/Customers/Staff viewing in own time. Highest responses from people who don’t already ‘like’ our page are to paid, job ads. Highest responses from followers - articles with customer & staff photos. Measuring response to paid/unpaid job ads with recruitment targets from HR will enable measurement of effectiveness.Twitter: Audience of peers. Biggest responses to shares & retweets.Intranet: Posts are viewed by office staff within work time. Most successful posts are around business success stories.

What next?

Consider content appropriate for audiences and channels

Work with other departments e.g. HR to ensure that data and content are used in campaign planning and reporting. For example job posts filled through advertising on different channels

Consider digital priorities for the business. Embed processes and reporting