erc workshop 2 social media channel management

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Social Media Channel Management(Twitter, Facebook et al)

Dr Jim HamillVincent HamillJanuary, 2015 1

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Social Footprints

@DrJimHamillwww.linkedin.com/in/drjimhamill

@VHSocialMediahttps://www.linkedin.com/in/vincenthamill

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Energise 2-0 Blog

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Future Digital Leaders

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Workshop Content

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Agenda

Morning – the Foundations•The social customer & the new ‘mindset’ required – the end of marketing, service & PR as we know it•Strategy objectives, KPIs and targets•Customer personas & the customer journey•Developing a customer led content strategyAfternoon – Practical/Management Aspects•‘Shut Up’ and Listen – how to set up a social media listening system•Social customer service ‘best practice’•Social media channel management (Twitter, Facebook et al)•Social media management tools & performance measurement 6

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Learning Outcomes

• Develop a social media channel strategy aligned with your service’s agreed goals and objectives

• Set up a social media listening system • Develop a customer led content plan relevant to your own

service/unit• Understand social customer service ‘best practice’• Proactively manage key social media channels – Twitter,

Facebook et al• Be familiar with the range of social media management tools

available • How to measure your social media channel performance• Useful hints, tips, social media do’s and don’t’s

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To-day is a two-way conversationnot a broadcast presentation

Stop and Reflect Questions x 6

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Morning Session

Effective Social Media Channel Management: The Foundations

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Understanding the Social Customer

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#Socialnomics 2014

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The Constantly Connected Generation

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Gen C (Persona)

• Hyper connected• Constantly researching and need information/content to make decisions• Information overload and short attention spans• Distrust of brand messages and traditional advertising• Influenced by peer reviews and key influencers• Part of a community/tribe• Like to share• High expectations - expect brands to engage not broadcast• They are in control and they know it• Intelligent and make informed decisions based on the value of online

content and the online customer experience• Narcissistic? Yes – to some extent but not all

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The Connected Customer is also the Connected Employee

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Power Shift

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Power Shift

Social media empowers customers, empowers the network

We no longer control the brand The brand becomes the customer

experience of the brand – experiences that are widely

shared online

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A New Approach to Marketing and a New ‘Mindset’ Required

Inbound/Content Marketing

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The End of Marketing as Usual

• How relevant is the traditional ‘outbound’ approach to sales, marketing, PR and service in an era where the customer/buyer is in control?

• We need to move to a new ‘inbound’ approach based on:– Authentic storytelling– Content that adds value to our customers/buyers– Data and analytics– Real time engagement– Creating excellent online customer experiences

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Rethinking Marketing & PR

• Unlearn marketing – it is no longer ‘about us’

• New ‘mindset’ required

• Stop telling people how good we are. Prove it. Spin is dead

• A shift from Outbound Marketing to Inbound/Content BasedMarketing

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Old Marketing (Outbound)

• Propaganda marketing – this is how great our product/service is, now buy it

• Interruption marketing –direct mail, advertising

• One way shouting AT customers

• Short term sales/campaign driven

• Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail Blasts; Online Advertising; Web Sites that talk AT you

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Reality Check

Customers are no longer passive sheep

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Inbound/Content Marketing

• Content is King! – But content is only ‘great’ if it adds value to the customer so….

• Customer is King! Adopt a customer led approach• Produce great content that is ‘Customer Led’; Authentic;

Compelling; Entertaining; Surprising; Valuable; Interesting• Establish your company as a ‘thought leader’ – a ‘trusted

resource’• Produce great content and your customer will come to you.

Produce really great content and they will share it

• Key channels are ……………..

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Inbound/Content Marketing

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Inbound/Content Marketing

• Overall objective is to ignite or elevate your business through great content

• Sell without selling

• Build a quality online network – a quality customer base through high value content and engagement

• Great content drives conversation. Conversation drives engagement. Engagement drives sales

Great, customer led content is a Competitive Advantage

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The Elevation Principle

Great Content + +Other People –MarketingMessages =Growth

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Great Content Ignites Your Business

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Create Music Not Noise

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The Importance of Key Influencers

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A Great Example

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Leading Edge Thinkers

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Arpal Group

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Stop and Reflect Exercise 1

Social Media Channel Objectives

a)Using the template provided, document your main social media channel objectives

b)When happy with these, add KPIs and targets

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Focus on Business Benefits

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Business Benefits

• Enhanced market knowledge, customer insight and understanding

• Improved customer experience, brand loyalty, retention and repeat business

• Cost effective brand and reputation management• Enhanced customer feedback and comment• Increased sales/use of your service• More cost efficient and effective marketing• Higher ROI on marketing spend

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Business Benefits

• Building a ‘quality customer base’ – a strong online network of high value, high growth potential customers

• Engage with, energise and leverage key customers and influencers

• Engage and co-create new product development, improving speed to market acceptance and lower R&D costs

• Reduced operating costs and improved efficiency of customer service

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Business Benefits

Group under five headings:• Market/Customer Knowledge & Insight• Customer Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI • Operations/ Internal Processes

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Customer Personas & the Customer Journey

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Stop and Reflect Exercise 2

• Using the template provided, undertake a Customer Mapping and Segmentation Analysis (adopt a broad definition of the term customer)

• List your main customer groups and their relative importance to your Unit/Dept e.g. ‘Most Valuable’, ‘Most Growable’ and ‘Below Zero’ customers

• List your strategic objectives for each group• Under ‘Additional Comments’, summarise the implications for

your social media channel management strategy• Develop personas for up to three of your ‘most valuable’

customers

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Customer/Buyer Personas

Key Questions•Who are your Most Valuable Customers?•Where are they on the Customer Journey?•Key factors influencing their decision to ‘use’ your services•What is the ‘Buying’ Process? •Influencers and their role in the Buying Process/Buying Stage (Initiator, Influencer, Decision-maker, Buyer, User, Gatekeeper)•Drivers/Pressures/Concerns/Needs/Frustrations?•Frequently Asked Questions•How do they access information? Where do we find them hanging out online?

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www.mashable.com

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Developing a Content Plan

The quality and value of the content you deliver on social media is a ‘key success factor’

Your Social Media Channel Strategy should be supported by an agreed customer led content plan covering the following……….

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Key Content Issues

• Frequency• Tone/Theme/Voice• Topics• Content Type e.g. text, infographic, video, podcast etc• Own/Others Content• Sources of Inspiration• Participation in External Hubs and Forums

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Stop and Reflect Exercise 3

• Based on your customer personas developed earlier, draft out an initial Content Plan for your social media channels using the following template

• Under ‘Additional Comments’ undertake a brief Content Audit – what content do you have internally; what can you source externally; content roles and responsibilities within your Unit/Dept etc etc

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Template for Content Planning

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Afternoon

Social Media Channel Management

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Social Media Channel Management

• ‘Shut Up’ and Listen• Social Customer Service Best Practice• Social Media Channel Management (Twitter, Facebook etc)• Social Media Management Tools• Performance Measurement

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‘Shut Up and Listen’

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It’s Social

A conversation not a broadcast platform

Conversations are taking place relevant to your brand – are you listening?

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Social Media Listening

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Social Media Listening Tools

• A wide range of Social Media Listening Tools are available from very expensive to no or low cost

• No or low cost tools………….– www.feedly.com – www.topsy.com – www.socialmention.com – www.mention.net – www.socialreport.com

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Feedly

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Topsy – East Renfrewshire Council

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Topsy - @EastRenCouncil

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Analytics

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Analytics

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Social Mention

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Mention.net

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Sentiment Analysis

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Export and Analyse

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Social Customer Service

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Constantly connected customers (especially Digital Natives) require constantly connected

Social Customer Service

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Social Customer Service

• In a ‘Social Customer’ era, refusing to engage on social channels will be as harmful to brand reputation as ignoring e-mails or telephone calls. Indeed, it will be even more harmful due to the power of the network

• Despite this, there is growing evidence of a major gap between rising customer expectations of service delivery through social channels and the actual customer experience

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SCS: The Demand

• Inbound customer requests on Twitter have increased by 208% in the last year (Simply Measured) and by 85% on Facebook (Social Bakers)

• 72% of consumers posting a customer service question/complaint on Twitter expect a response within 1 hour (Lithium)

• 32% of social customers expect a response within 30 minutes; 42% expect a response within 60 minutes (Social Habit)

• 57% of consumers think brands’ response times on social media should be the same during weekends/weeknights as they are during business hours (Social Habit)

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SCS: The Supply

• Only 32 of the top 100 global brands have a separate customer service handle on Twitter (Simply Measured)

• Only 29% of companies state that Social Customer Service is an important objective of their online activities; by contrast, 62% state that customer acquisitions via social media was ‘very important’ (Social Bakers)

• Only 36% of consumers report having their social customer service enquiries solved quickly and effectively (NM Incite)

• Canned responses are common – 23% of companies direct social customers to a company web site for help, 17% signpost to e-mail and call centre support (Simply Measured)

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SCS: The Impact

• 71% of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others, compared to just 19% of customers who do not receive a response (NM Incite)

• Customers experiencing positive social care are 4x more likely to endorse your brand than others (Conversocial)

• One negative comment on social media can wipe out the effect of up to five positive comments (Conversocial)

• The average number of people a social customer will tell about a bad customer experience is 53 (American Express® Global Customer Service Barometer)

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Implications

• There needs to be total acceptance, at the highest level within an organisation, that Social Customer Service is an investment for the future, not just a cost

• A commitment to investing in relationships and improving the overall customer experience

• Radically changing how we engage with customers (now and in the future) - from fire fighting to two-way dialogue and cooperation

• Invest in social, people and technology• Listen, resolve and learn

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Key Success Factors in SCS

• Monitor and Listen: Map the Social Customer Service Eco-System

• Filter and Prioritise• Understand Native Places – Twitter and Facebook• Response Guidelines - Do’s and Don’t’s• Developing Actionable Insights and Continuous Improvement• Integration• Monitor for New Developments• Crisis Management

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Key Success Factors

• Be Human• Proactively Promote the Channel• Pre-empt and Plan Ahead• Set the Tone• Prioritise• Set Boundaries• When to Take Off Channel• Close the Loop• Crisis Periods

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What Happens When Things Go Wrong

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The WOW Factor When Done Right

In Real Time (Sunday Morning)seabass • @boochapThe scotrail website keeps crashing help I need to know my train timesScotRail • @ScotRail@boochap Morning, where are you travelling from/to please and roughly what sort of time do you want to travel?seabass • @boochap@ScotRail scoutstounhill to Glasgow central, some time between 10 and 11am today. Thank you! :)ScotRail • @ScotRail@boochap Morning, from Scotstounhill at 10:11 or 10:41 this morning. :)seabass • @boochap@ScotRail oh my gosh, thank you so much! Have a lovely morning x

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Twitter and Facebook

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Channel Action Plans

• Vision• Channel Objectives• KPIs and Targets• Customers• Key Channel Actions and Initiatives for ‘getting there• Organisation, resource and people issues• Tools and applications• Performance measurement• Do’s and Don’t’s

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Key Success Factors

The ‘4Cs’ approach:

– Content– Customers– Conversations– Conversion

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Channel Development

• Channel Set-Up– Design, Layout, Configuration, Profile Content, Use of

Management Apps, Agree Domain • Integration Options – Web/Blog/Facebook/Twitter/YouTube/LinkedIn etc

• Content Plan– Tone and Style, Themes, Topics and Messages, Post

Frequency, Sources of Inspiration

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Some Key Decisions

• Customers (Building the Community) – Invitation and Existing Contacts – Marketing on Owned Channels – Marketing on External Channels – Referral and Influencers

• Conversations – Encourage, Response Policy, e-WOM, Cross-fertilise

• Conversions – Enquiries, Sales, Visits, Recommendations

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Some Key Decisions

• Performance Measurement– Tools, Alerts, Reports, Report Frequency

• Organisation and People – Responsibilities (Who), Commitment, Training, Project

Management

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Twitter

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Building Your Community

• Follow relevant profiles; approx. 15% will reciprocate• Proactively manage your followers/followings (e.g. tweepi)• Use Lists• Post valuable content• Comment on relevant tweets• RT relevant tweets• Live tweets from events etc (including Council Meetings?)• Use appropriate hashtags• Ask for RTs in the case of important tweets e.g. the weather, school

closures etc• Follow Friday #FF• Promote twitter address – sig file, on web site, blog etc

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Tweepi

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Tweepi

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Follow Followers

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Follow Followers

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Stop and Reflect Exercise 4

Twitter

a)Objectivesb)Set Up & the Basicsc)The 4Csd)Performance Measurement

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Facebook

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Building Your Community

• Import contacts• Invite Friends• Embed FB widget/link on your web site and or blog• Add FB to your email sig file• FB competition• Actively participate in relevant groups/pages (always be logged in

as the page)• Create a viral programme• Register your own vanity FB address e.g.

www.facebook.com/xxxxxxx • Post valuable content• Engage and interact

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Stop and Reflect Exercise 5

Facebook

a)Objectivesb)Set Up & the Basicsc)The 4Csd)Performance Measurement

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Useful Social Media Management Tools

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Social Media Management Tools

• Feedly - for Social Media Listening

• Buffer - for scheduling posts

• Hootsuite – for managing channels

• Wordpress – for blogging

• Mention - for brand sentiment analysis

• Social Report – for performance measurement

• Yammer - for internal social business

• Conversocial for Social Customer Service

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Buffer

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You can buffer from Feedly

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Scheduling Posts on Buffer

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Hootsuite

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Wordpress

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Wordpress

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Wordpress Stats

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Mention

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Mention

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Social Report

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Social Report

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Yammer

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Conversocial

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Social Media Performance Measurement

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Performance Measurement

Should be undertaken at four main levels:

1.Individual social media channels

2.Overall ‘buzz’

3.Business Impact

A wide range of performance management tools exist

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Recommendations

• Use the Six I’s approach to provide a robust Performance Measurement Framework

• Use ‘Social Report’ for performance analysis and reporting

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Recent Blog Posts

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The Six I’s Approach

The two main ‘Lag’ measures (ultimate business objectives) are:

Insight – actionable customer insights derived from Social Media Listening

Impact – business impact in three main areas: Increased salesReduced costs (marketing efficiency and effectiveness)Build quality customer base

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The Six I’s Approach

The four main ‘Lead’ measures (drivers) are:

Involvement – network numbers & quality, time spent, frequency, personas, demographics & geographyInteraction – actions they take – read, post, comment, reviews, recommendations, social sharesIntimacy – affection or aversion to the brand; community sentiments, opinions expressed, shares Influence – reach and advocacy; quality of your extended network

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The 6 I's Approach

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Lag and Lead Measures

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The Six I's Approach

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Twitter Analytics

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Twitter Analytics

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Facebook Insights

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Facebook Insights

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Facebook Insights

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Stop and Reflect Exercise 6

Key Take Aways

List up to 5 key take aways from today

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Thank You

Questions