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Social MediaSocial Media
Facilitated by: Caroline EganCarmichael Centre for Voluntary Groups
What is Social Media?What is Social Media?
Formal Explanation•The integration of all digital, computerised and online technologies into communication platforms. Referred to as Web 2.0
OR
•Basic communication. Tools such as Facebook are channels and a bridge to communicate with stakeholders. Channels are like languages and can be easily mastered. Content and value of the conversation is what really matters.
A Universe of Social Media PlatformsA Universe of Social Media Platforms
Social Media – Points of InterestSocial Media – Points of Interest
Over 1 billion people use social networks36% of social network users have posted about
brandsOnly works with a large audienceIs hollow if it doesn’t create some form of valuable
content for the readerSimple strategy: create, connect, converse through
social networking, blogging, online videos
Things to watch out for…Things to watch out for…
Integrating social media into organisational websitesMore support through social mediaResponsive mobile websitesSocial gaming will grow Most social media usage will be of mobilesInteracting with live TVGrowth in “social” newsEach person’s social footprint will grow
Things to watch our for…Things to watch our for…
F-commerce (Facebook commerce)Crowd sourced funding platformsCharities – mobile apps (help care givers keep track
of elderly friends/family)Flipped classrooms – look at a lecture online and use
class time for discussionTouch screen kiosks the normDigital property that has physical items to
accompany (called motivational objects)
Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing
1. C = Communities
Users gathering to learn, talk, chat. Success arises from creating bonds between users rather than simply between the organisation/brand and users
Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing
2. C = Conversations
Communication is about conversation, not “pushing a message” on users
Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing
3. C = Content
Content needs to be fresh and timely. Users want “architecture of participation” (Tim O’Reilly)
Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing
4. C = Continuity
React to news and conversations. Micro strategy. Micro campaigns rather than big ideas
Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing
5. C = Context
If you don’t have original content, piggyback on existing conversations i.e. borrow relevance. But needs to reinforce what you do and stand for
Introduction: 6 C’s of Social MarketingIntroduction: 6 C’s of Social Marketing
6. C = Control
Organisations don’t control the conversation, users do!
Goal of Social MarketingGoal of Social Marketing
To get users to incorporate your social media offerings/brand into their online lives
Communicating an idea: Fundraising ExampleCommunicating an idea: Fundraising Example
You need to communicate a simple persuasive fundraising idea:
Example: RNIB Every day 100 people start to lose their sight. We need your
support to help rebuild lives devastated by sight loss. (less than 140 characters!)
= (NEED) (SOLUTION) (NOW)
Plan, Communicate, Listen: Social Media Plan, Communicate, Listen: Social Media Strategy Strategy
Social Media Strategy – Reasons for FailureSocial Media Strategy – Reasons for Failure
Lack of: strategy, understanding of users, posting relevant messages, consistency, monitoring
Lack of internal resources to manage social media platforms
Failing to engage audiences and thus having a limited reach
Lack of content guidelines
Establish a Social Media Protocol Establish a Social Media Protocol
Identify what information should be kept privateWhat information would be beneficial to be made
public?What personal social media use is appropriate?How can the message be sent out consistently?What are the rules for proactive/reactive media
use?How to respond to negative engagement?