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Social Media 101 It’s easier than you think

Social Media 101 It’s easier than you think. Chris Dyck Brand Director, Digital. AGENDA. A Quick Bio A useful frame for Social Media Where do I start? Some familiar strategies Summary and QA. Chris Dyck (@ cddyck ) Quick Bio. EDUCATION. BSc.H . Life Sciences. Management of

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Social Media 101 It’s easier than you think

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  1. Social Media 101It’s easier than you think Chris Dyck Brand Director, Digital

  2. AGENDA • A Quick Bio • A useful frame for Social Media • Where do I start? • Some familiar strategies • Summary and QA

  3. Chris Dyck (@cddyck)Quick Bio EDUCATION BSc.H. Life Sciences Management of Technology and Innovation Marketing Management Web Marketing WORK EXPERIENCE

  4. Outcome for today • Demystify social media by providing a useful frame to get started. • Provide context and tools so you can create your own social media communication plans.

  5. Social Media:One big dinner party

  6. Marketing activities can be reframed in the context of behaviours at a dinner party • Think like a publisher • It’s not always about you • Be the one who people want to talk to

  7. So which party should I go to?

  8. Today, we are going to focus our attention on getting started with the major ones.

  9. The good news… You already know what to do.

  10. The rules may have changed, but Business basics haven’t. 1. Know and listen to your Customer 2. Set objectives and plan ways to achieve them 3. Prepare a communication plan 4. Plan and anticipate for risk 5. Test, measure, and learn

  11. 1. Know and listen to your CustomerPut together Personas of your Customer’s onlinebehaviour and listen to their needs and desires. • Will give you insight into the type of platform that is best to reach them • Provide an indication of the type of content to create and publish • Gives you a sense of how you are being talked about already… it may surprise and inspire.

  12. 2. Set objectives and plan ways to achieve themFocus your efforts so it’s in line with your larger business objectives, and improve upon them over time. Examples: • Build an audience • Acquire Customers • Influence sentiment • Develop loyalty You are your own benchmark

  13. 3. Prepare a communication planConsider a publishing schedule that keeps you relevant and friendly. Sweet Spot

  14. 4. Plan and anticipate for riskSocial Media is not without risk, but prepare for the worst so you are ready. Have actions ready for these scenarios: • Negative comments on social feeds • Bad Press in mass media • Moderation and monitoring accountabilities • Protocols for internal escalations

  15. 5. Test, measure, and learnFacebook has A Page analytics tool to monitor reach, demographics, and engagement. Free with your Facebook Page, it gives you analytics that will measure: • The demographics of your ‘likes’ • The effectiveness of your posts • Changes over time (3 months back)

  16. If you take away one thing from today…Social media requires an iterative approach rather than a linear one. • Learn from the engagements with your Customers • Approach it like a Dinner Party • Don’t be the wallflower, be the person that people want to talk to • Test, measure, learn, revise, and repeat

  17. Thank you. Questions?

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