Mastering Social Media

‘Stop and Reflect’ Exercises

Workshop 3: Implementation and Performance Measurement

Dr. Jim Hamill Alan Stevenson Vincent Hamill

www.energise2-0.com January, 2012

Mastering Social Media Session 3 Page 2

The following exercises will form the basis of your Social Media Implementation Plan. Please review and

complete in your own time:

TOPIC 1: TWITTER .................................................................................................................................................. 3

Exercise 1: Twitter Vision and Strategy ..................................................................................................................... 3

Exercise 2: Twitter Set Up and the Basics ................................................................................................................. 4

Exercise 3: Customers and Building Your Community .............................................................................................. 5

Exercise 4: Evaluate your Content / Conversation approach .................................................................................... 6

Exercise 5: Twitter Applications ................................................................................................................................ 8

Exercise 6: Performance Management ..................................................................................................................... 9

Exercise 7: Organisation, People and Resource Issues .............................................................................................. 9

TOPIC 2: FACEBOOK ............................................................................................................................................. 10

Exercise 1: Facebook Vision and Strategy ............................................................................................................... 10

Exercise 2: Facebook Set Up and the Basics ............................................................................................................ 11

Exercise 3: Customers and Building Your Community ............................................................................................ 12

Exercise 4: Evaluate your Content / Conversation approach .................................................................................. 13

Exercise 5: Management of Facebook .................................................................................................................... 15

Exercise 6: Performance Management ................................................................................................................... 16

Exercise 7: Organisation, People and Resource Issues ............................................................................................ 16

TOPIC 3: LINKEDIN ............................................................................................................................................... 17

Exercise 1: LinkedIn Vision and Strategy ................................................................................................................. 17

Exercise 2: Linkedin Set Up and the Basics .............................................................................................................. 18

Exercise 3: Customers and Building Your Community ............................................................................................ 18

Exercise 4: Evaluate your Content / Conversation approach .................................................................................. 20

Exercise 5: Performance Management ................................................................................................................... 22

Exercise 6: Organisation, People and Resource Issues ............................................................................................ 22

CHANNEL TEMPLATE ............................................................................................................................................ 23

Vision and Strategy for _________________________ .......................................................................................... 23

Channel Actions ....................................................................................................................................................... 24

Performance Measurement .................................................................................................................................... 26

Organisation, Resources and People ....................................................................................................................... 27

Mastering Social Media Session 3 Page 3

TOPIC 1: TWITTER

Exercise 1: Twitter Vision and Strategy

What do you want to use it for?

What business benefits do you hope to derive?

How will Twitter help you achieve your core business objectives?

What KPIs will you use for measuring on-going channel performance? What are your targets for each

KPI?

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Exercise 2: Twitter Set Up and the Basics

Yes / No

a) Have you set up a twitter account for your business?

b) Are you happy with the content of your profile

c) Are you happy with the design of your page

d) Do you understand the basic layout of a twitter page e.g. Home Page, Profile, Messages, Who to Follow, Account Settings, Search etc

e) Do you understand the following terms: • Tweets • Retweets (RT) • @reply • Direct message • Hashtags # • Follow/unfollow; following/followers • Lists

Add Comments here

Mastering Social Media Session 3 Page 5

Exercise 3: Customers and Building Your Community

Who are your customers – who do you wish to engage with on Twitter?

Start by ‘following’! Aim to follow 100 ‘relevant’ people – use ‘search’and ‘directories’ and #topic to find

relevant tweets.

Search tools

Twitter Search

http://search.twitter.com/search

TweetDeck

http://www.tweetdeck.com/

Bing

http://www.bing.com/twitter

Social Media Monitoring

Topsy www.topsy.com Social Mention www.socialmention.com Google Alerts www.google.com/alerts

Directories

We Follow

http://wefollow.com

Twellow

http://www.twellow.com/

Twibs

http://www.twibs.com

Twitterati

http://twittorati.com/

Yes / No

a) Do you now follow relevant individuals for your business or organisation?

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Exercise 4: Evaluate your Content / Conversation approach

What do you do well?

What could you do better?

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Use the following template to map out a Content Plan for Twitter (this can be as detailed or high level as you like).

Twitter Content Plan

Content Weekly Summary

Daily

S M T W T F S

Frequency

Tone/Theme

Topics / #Hashtags

Tweet Types (update, video, image)

Own/Other Peoples Content (Retweets)

Sources of Inspiration

Replies / DMs

Any comments

Mastering Social Media Session 3 Page 8

Exercise 5: Twitter Applications

Review and evaluate some of the Twitter Tools and Applications listed on our blog - www.energise2-

0.com/2011/02/04/a-list-of-useful-twitter-applications/

Add Comments here

Also, and if you haven’t already done so, choose one of the following applications and become familiar

with it, using it to carry out some of the common actions – Tweet, Retweet, Direct Message, @Reply and

so on. Try the same application on your desktop and your mobile phone.

Choose one of the following tools:

Desktop (Y/N) Mobile (Y/N)

a) Have you used TweetDeck http://www.tweetdeck.com/ on your…

b) Have you used Seesmic http://www.seesmic.com/ on your…

c) Have you used Hootsuite http://hootsuite.com/ on your…

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Exercise 6: Performance Management

Use one or more of the following tools to monitor the performance of a twitter account of your own

choice adding important findings and implications in the box below.

Klout http://klout.com/

Topsy http://analytics.topsy.com

Export.ly http://export.ly

TweetStats http://tweetstats.com

What Conclusions have you drawn?

Exercise 7: Organisation, People and Resource Issues

Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the

channel be managed and resourced? Policies and Guidelines?

Add Comments here

Mastering Social Media Session 3 Page 10

TOPIC 2: FACEBOOK

Exercise 1: Facebook Vision and Strategy

What do you want to use it for?

What business benefits do you hope to derive?

How will Facebook help you achieve your core business objectives?

What KPIs will you use for measuring on-going channel performance? What are your targets for each

KPI?

Mastering Social Media Session 3 Page 11

Exercise 2: Facebook Set Up and the Basics

Please check the following:

Yes / No

a) Have you set-up a Facebook Page for your business? If not, please go to www.facebook.com/pages

b) Are you happy with your page in the following areas: Category/ page name

Image

Photo Showcase

Default Filter

Admin View

Settings

Basic Information

Permissions

f) Do you understand the following?

Customised Landing Page

Navigation Tabs

Facebook Insights

Suggest to Friends

Add Comments here

Mastering Social Media Session 3 Page 12

Exercise 3: Customers and Building Your Community

Who are your customers – who do you wish to engage with on Facebook?

After the session, you may wish to check some of the following Community

Building techniques:

Yes / No

Invite friends by email using ‘Invite Friends’

‘Suggest to Friends’

Embed Facebook widget/link on your web site/blog

Invite your email/ezine subscribers

Add social media profiles to your email signature file

The potential for running an incentivised Facebook Advert

Add page link/badge to your profile page

Actively participate in relevant groups/pages – tagging your post

Offline marketing of your Facebook Page

Think about the best way of creating a viral campaign

Remember once you reach 25 ‘likers’, register your own unique address – www.facebook.com/username

Add Comments here

Mastering Social Media Session 3 Page 13

Exercise 4: Evaluate your Content / Conversation approach

What do you do well?

What could you do better?

Mastering Social Media Session 3 Page 14

Use the following template to map out a Content Plan for Facebook (this can be as detailed or high level as you like).

Facebook Content Plan

Content Weekly Summary

Daily

S M T W T F S

Frequency

Tone/Theme

Topics

Post Types (update, video, image)

Own/Other Peoples Content (OPC)

Sources of Inspiration

Participation in other groups/ pages

Any comments

Mastering Social Media Session 3 Page 15

Exercise 5: Management of Facebook

You can manage your Facebook account from the native Facebook platform or from a small number of

other applications. Choose one of the following applications and become familiar with it, using it to carry

out some of the common actions – Post, Delete Post, Like, Comment, and so on. Try the application on

your desktop.

Choose one of the following tools:

Desktop or

Browser (Y/N)

a) Have you used Hootsuite http://hootsuite.com/ on your…

b) Have you used TweetDeck http://www.tweetdeck.com/ on your…

c) Have you used MediaFeedia http://mediafeedia.com on your…

d) Have you used HyperAlerts http://www.hyperalerts.no/ on your…

Add Comments here

Mastering Social Media Session 3 Page 16

Exercise 6: Performance Management

Use one or more of the following tools to monitor the performance of your Facebook Page adding

important findings and implications in the box below.

Facebook Insights http://www.facebook.com

Social Baker http://www.socialbakers.com

Hootsuite http://hootsuite.com/

Export.ly http://export.ly

What conclusions have you drawn?

Exercise 7: Organisation, People and Resource Issues

Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the

channel be managed and resourced? Policies and Guidelines?

Add Comments here

Mastering Social Media Session 3 Page 17

TOPIC 3: LINKEDIN

Exercise 1: LinkedIn Vision and Strategy

What do you want to use it for?

What business benefits do you hope to derive?

How will LinkedIn help you achieve your core business objectives?

What KPIs will you use for measuring on-going channel performance? What are your targets for each

KPI?

Mastering Social Media Session 3 Page 18

Exercise 2: Linkedin Set Up and the Basics

Please check the following:

Yes / No

a) Have you set-up a LinkedIn Profile and Company Page?

b) Are you happy with your Profile?

c) Do you understand the basic layout and features of Linkedin?

Add Comments here

Exercise 3: Customers and Building Your Community

Who are your customers – who do you wish to engage with on Linkedin?

Mastering Social Media Session 3 Page 19

After the session, you may wish to check some of the following Community

Building techniques:

Yes / No

Use the community building tools provided by LinkedIn:

Add Connections

Colleagues

Classmates

People You May Know

Embed LinkedIn logo buttons

LinkedIn share buttons on your web site/blog

Invite your email/ezine subscribers

Add social media profiles to your email signature file

The potential for running a LinkedIn Advert

Offline marketing of your LinkedIn Profile

Add Comments here

Mastering Social Media Session 3 Page 20

Exercise 4: Evaluate your Content / Conversation approach

What do you do well?

What could you do better?

Mastering Social Media Session 3 Page 21

Use the following template to map out a Content Plan for Linkedin (this can be as detailed or high level as you like).

LinkedIn Content Plan

Content Weekly Summary

Daily

S M T W T F S

Frequency

Tone/Theme

Topics

Post Types (update, video, image)

Own/Other Peoples Content (OPC)

Sources of Inspiration

Participation in other groups/ pages

Any comments

Mastering Social Media Session 3 Page 22

Exercise 5: Performance Management

Using Network Statistics, add any important findings and implications in the box below.

Exercise 6: Organisation, People and Resource Issues

Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the

channel be managed and resourced? Policies and Guidelines?

Add Comments here

Mastering Social Media Session 3 Page 23

CHANNEL TEMPLATE

Vision and Strategy for _________________________

What do you want to use it for?

What business benefits do you hope to derive?

How will _____________ help you achieve your core business objectives?

What KPIs will you use for measuring on-going channel performance? What are your targets for each

KPI?

Mastering Social Media Session 3 Page 24

Channel Actions

List key Set-Up tasks

Who are your customers – with whom do you wish to engage through _________________?

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Use the following template to map out a Content Plan (this can be as detailed or high level as you like).

Content Plan

Content Weekly Summary

Daily

S M T W T F S

Frequency

Tone/Theme

Topics

Post Types (update, video, image)

Own/Other Peoples Content (OPC)

Sources of Inspiration

Participation in other native places

Any comments

Mastering Social Media Session 3 Page 26

Which Management Tools will you use here?

Performance Measurement

What Performance Tools have you/ will you use and what conclusions have you drawn?

Mastering Social Media Session 3 Page 27

Organisation, Resources and People

Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the

channel be managed and resourced? Policies and Guidelines?

Add Comments here

Mastering Social Media Session 3 Page 28

Vision and Strategy for _________________________

What do you want to use it for?

What business benefits do you hope to derive?

How will _____________ help you achieve your core business objectives?

What KPIs will you use for measuring on-going channel performance? What are your targets for each

KPI?

Mastering Social Media Session 3 Page 29

Channel Actions

List key Set-Up tasks

Who are your customers – with whom do you wish to engage through _________________?

Mastering Social Media Session 3 Page 30

Use the following template to map out a Content Plan (this can be as detailed or high level as you like).

Content Plan

Content Weekly Summary

Daily

S M T W T F S

Frequency

Tone/Theme

Topics

Post Types (update, video, image)

Own/Other Peoples Content (OPC)

Sources of Inspiration

Participation in other native places

Any comments

Mastering Social Media Session 3 Page 31

Which Management Tools will you use here?

Performance Measurement

What Performance Tools have you/ will you use and what conclusions have you drawn?

Mastering Social Media Session 3 Page 32

Organisation, Resources and People

Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the

channel be managed and resourced? Policies and Guidelines?

Add Comments here

Mastering Social Media Session 3 Page 33

Vision and Strategy for _________________________

What do you want to use it for?

What business benefits do you hope to derive?

How will _____________ help you achieve your core business objectives?

What KPIs will you use for measuring on-going channel performance? What are your targets for each

KPI?

Mastering Social Media Session 3 Page 34

Channel Actions

List key Set-Up tasks

Who are your customers – with whom do you wish to engage through _________________?

Mastering Social Media Session 3 Page 35

Use the following template to map out a Content Plan (this can be as detailed or high level as you like).

Content Plan

Content Weekly Summary

Daily

S M T W T F S

Frequency

Tone/Theme

Topics

Post Types (update, video, image)

Own/Other Peoples Content (OPC)

Sources of Inspiration

Participation in other native places

Any comments

Mastering Social Media Session 3 Page 36

Which Management Tools will you use here?

Performance Measurement

What Performance Tools have you/ will you use and what conclusions have you drawn?

Mastering Social Media Session 3 Page 37

Organisation, Resources and People

Do you have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the

channel be managed and resourced? Policies and Guidelines?

Add Comments here