Whether you're using social media for fund raising, building awareness, or taking action, you'll struggle to succeed unless you have a plan. In this session, we'll be seeing how to develop a strategy that will grow your audience, enhance your reputation and ultimately convert your followers into donors and supporters.

1. Social Media for Communal Leaders (3)
Wednesday December 26th 2012
@brainstormdsgn uk.linkedin.com/in/brainstormdigital

2. Key learnings
How to develop a successful social media strategy….
• Having the manpower
• Choosing which platforms to use
• Time management
• Having a content plan
• Integrating social media with your other marketing activity
• Measuring your results
• Having a social media policy for your staff

3. Social media can be a full
time job!
• What are your target audience saying about you?
• Several major social media platforms to monitor
• Researching and generating ideas for content
• Engaging with your audience
• Finding followers / new connections
• Online networking
• Integrating social media with other marketing activity
• If you don’t have the manpower, consider hiring an intern

4. Which social media
platforms to focus on?
• Facebook - public
• Twitter - public / professionals
• LinkedIn - professionals

5. Time management
• If you have other responsibilities, is there time blocked out in
your schedule for social media?
• Do you have a “power hour” where you can brainstorm your
strategy with colleagues and discuss content?
• Do you schedule content in advance?

6. Tools to help you manage
social media
• Hootsuite to schedule updates and monitor activity
• Google Alerts to notify you about relevant content on the web
• Google Reader to stay abreast of what is being said in your
favourite publications

7. Hootsuite will allow you to
schedule updates on all the
main platforms

8. Google Reader enables you
to read your favourite
newspapers on one page

9. Google Alerts will notify you
about relevant breaking stories

10. You need a strategic plan
• In order to build up a loyal audience that will engage with you,
your marketing team needs to have a social media strategy. By
having a weekly/monthly/quarterly plan, you can
a) Ensure that you send out a deliberate, consistent message across all
your social media platforms and that new content builds on what was
previously posted (e.g. a series of blog articles).
b) Plan ahead for local events e.g. If your busiest time is Easter, you may
need to start planning and executing the build-up from before January.
c) Regularly check that all efforts are leading towards its desired
objectives.
d) Have content prepared in advance without struggling at the last minute
to think of something to say.

11. Sample content plan

12. Setting Objectives and KPIs
• Myth #1: You can’t measure the success of a social media
campaign
• If you want to measure brand awareness, you need to look at page
impressions, frequency of visits and reach. Who’s reading your
messages and how far are the messages spreading? Don’t get
obsessed with superficial elements such as ‘likes’ and number of
followers alone.
• When building brand engagement, look at retweets, comments, replies,
shares, and likes. How often are people participating in discussions or
talking about the brand?
• When measuring website traffic, which URLs are shared and clicked on
and which website visits lead to conversions?

13. Measuring the success of
your campaign…
• Facebook gives detailed stats that show how many people have seen
a post and how many have gone on to share it with others.
• LinkedIn offers detailed stats for company pages, groups and your
personal profile. Results include seniority, industry, function, region and
company size. In particular, your profile page stats show exactly who
has viewed your profile during the last 90 days (although you will need
to have the premium package to view this).
• LinkedIn Signal can be used to measure the number of people
talking about a company or its products. You can see who is talking and
what industries they are coming from.
• Google Analytics measures how many visitors have come from your
social channels and what the conversion rate is

14. External metrics
• www.Hootsuite.com Monitor the volume of discussions on
Twitter, Facebook and LinkedIn that contain specific keywords
or phrases. Also produces customised reports detailing a
company’s social influence, reach and engagement. These can
include charts and graphs
• www.radian6.com is a monitoring tool that enables companies
to track their influence on all digital media, giving detailed stats.
A company can track clients or anyone else talking about their
products on websites, blogs, forums, video sharing sites etc
• www.klout.com enables you to measure you social influence.
The score goes up as you reach larger audiences and as their
interaction increases. A receptive audience is more likely to
make a purchase.

15. Facebook insights tell you
whether your posts are going
viral

16. This will help you choose
which posts to promote

17. Hootsuite enables you to
measure which tweets generate
the most engagement

18. Klout enables you to
measure social influence

19. Do you have a social media
policy for your staff?
• Tone to be used (serious/playful/non-aggressive etc)
• Frequency of posts
• Percentages of posts that are (a) informative (b) educational (c) interactive
(d) sales related
• Where to source content from and keywords to track.e.g. Google Rader and
Google Alerts
• How, and how quickly, complaints are to be responded to
• When, if ever, it is acceptable to refer to business matters on a personal
account and vice versa. Is it enough for an employee to use a disclaimer
stating that their views are their own?
• Infringement of copyright – what material can employees post from
elsewhere?
• Avoiding conflicts of interest
• Rectifying mistakes
• Disclosing confidential information
• Not damaging the reputation of the employer or their clients, partners, and
suppliers

20. For a template to follow,
google “IBM social computing”

21. Before executing a
campaign….
• Who will you be targeting?
• What will be the key objectives for your campaign?
• Do you have adequate resources to implement them
• Which social media platforms will you use? Which will you
avoid? Why?
• What will be the main purpose of each platform?
• How will you convert social activity into concrete results?
• How will you measure the success of your campaign?
• What will be your staff policy?

22. Want to find out more?
• Next Course: Social Media for Independent Schools
• Takes place, Wednesday 30th Janaury 2013, central London
• Any questions?
- www.brainstormdesignltd.com/blog
- www.brainstormdesignltd.com/training
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