Creating an inclusive digital communications strategy 5 July 2016
What we ll be looking at today How to write a social media strategy Understanding of key trends Understanding of opportunities and risks Practical tips on crisis comms
Social media strategy: you have one job Social media must be linked to your organisation s goals. Where are you going and how are you going to get there? Many of your goals can be achieved through social media. "Don't underestimate the value of water cooler chat on social media. It shows that your organisation is human.
How to link your organisational and social media strategies Organisational strategy Marketing strategy Social media strategy
How to link your organisational and social media strategies Organisational strategy Sample: represent your students interests Marketing strategy Campaign on issues important to students Social media strategy Target students and decision makers on social media
Social media strategy headings Environmental analysis- i.e. macro factors for similar organisations (use SWOT/PEST etc.) and micro factors specific to your organisation e.g. competitors and main challenges for management/ finances Set SMART objectives- clear and specific goals e.g. to gain 10k twitter followers/ connect to 10 influential student bloggers on social media Key messages- the key statements you want people to remember about your organisation Priority segments- who will you prioritise in your audience? This is a good opportunity to review your stakeholders Positioning- how do you want to be regarded? How will social media develop your brand? Evaluation- how will you know if your social media strategy has been a success? What metrics will you use?
Let s put together your strategy
What does success look like? How to set goals for social media measurement: Align goals with organisational and marketing strategies Ask yourself why for each goal you set Measure online AND offline Interrogate the data- what does it really tell you? Avoid chasing numbers for their own sake
If you do nothing else. Use the free tools e.g. Facebook insights and Twitter analytics On Twitter track follower growth, retweets, mentions, replies and mention reach On Facebook measure likers, shares, comments, page and user posts Try some simple split A/B testing to see what works best
Key social media trends #1: real time engagement 42% of consumers expect a response on social media within one hour, and 32% think it should be within 30 minutes.
Key social media trends #2: SEO is key 33% of Google traffic goes to the first item listed The more people who share your content the higher your site will rank Optimise your social media posts for search e.g. by including relevant keywords and hashtags Today 88% of consumers are influenced by reviews and online comments
Key social media trends #3: reaching influencers Identify your goals. Who do you want to reach: people who will buy your products/ services, other leaders, journalists, bloggers Map which channels they use Start connecting with them and keep nurturing the relationship e.g. by tweeting them great content, listening to their conversations, meeting them offline
Key social media trends #4: messaging apps are growing faster than social In Asia, chat apps are already de facto home screens where many people shop, game, make plans, & order transportation Customer service is an obvious growth area for messaging apps Millennials prefer to use chat apps rather than call someone Source https://contently.com/strategist/2016/06/03/6-takeaways-marketers-mary-meekers-internet-trends-report/
Know your audience How does your audience use social media? Which platforms are they on? How are they using them? How could you best engage with them on there?
Know your competitors How are other organisations using social media? Keep an eye on your competitors, other nonprofits, corporates and public sector bodies What have you learned that could work for your organisation?
The social media rule of thirds ⅓ of your social content promotes your business, converts prospects, and generates profit. Selling ⅓ of your social content should surface and share ideas and stories from thought leaders in your industry or like-minded businesses. Sharing ⅓ of your social content should be based on personal interactions and build your personal brand. Listening
What other channels are you using?
How to handle trolls
Crisis comms tips Take a deep breath before responding! Understand their intentions Who are you dealing with? Tailor your response- don t cut and paste! Keep it factual and positive Know when to take the conversation offline Comply with your social media guidelines and policy
Thanks for listening Zoe Amar MCIM Director, Zoe Amar Communications zoe@zoeamar.com 077 644 98168 @zoeamar www.zoeamar.com