1. Session 5
Producing a social media plan

2. The aim of this session
• A look at your
dashboards
• To look at
constructing a social
media plan
• More on the
assessment task

3. Dashboards / Listening

4. Pulling it all together
Objectives
Infrastructure
People Plan
Plan
Operation
Plan
Content
Response

5. Defining objectives
Comms objectives Social media objectives
Linked to specific
business issues
Address overall brand Solved via the design
image and reputation and implementation
of business processes
Solved via production
Have clearly
of communications
identifiable metrics
outputs (channel and
(usually linked to
message strategies)
measurable shifts in
behaviours)

6. Example: Vodafone
• Vodafone identified a long-term
need to hire 40 specialist
technicians (in an area not
conventionally associated with
mobile telecoms). A £1.5 million
budget was allocated
(advertising and agency fees)
• Objective: To hire at least 50%
via direct recruitment (via social
channels), thus saving agency
costs

7. Example: Vodafone
• Process – train existing
employees on social networking
and publication techniques – to
raise the profile of Vodafone’s
expertise and participation in
this space. Note: they did not
publish the availability of jobs
• Result: 80% of the hires made
via direct recruitment, saving
approx. £1.3 million

8. Example: @twelpforce

9. Norfolk County Council

10. Norfolk County Council
• Business issue
– Libraries are under threat from funding cuts
– We need local communities to become more
‘engaged’ with their local libraries / librarians

11. Norfolk County Council
• Objective
– To liberate the expertise
of librarians so that you
don’t have to come to the
library to benefit from
this

12. Supporting traditional communications
Traditional (mass) Making that process
communications more efficient
process

13. Social media is your campaign
dashboard
It can help you steer a
campaign, rather than power a
campaign

14. Example: Pampers
• What do you think a social media objective for
Pampers could be?

15. A look at infrastructure
Conversation space
Social News Monitoring
Content &
Hub Response
Process
Hosted or
supported
communities

16. A look at infrastructure
Conversation space
Monitoring

17. It all begins with listening

18. A brief look at infrastructure
Conversation space
Monitoring
Content &
Response
Process

19. What is our content strategy?
Content is not necessarily something
you can plan in advance
Content is better understood as a
process

20. What is our information strategy?
Responding
Publishing ‘traditional’ content
Targeting Google space

21. What are the
questions your
audiences are going
to be asking?
What spaces should
we responding to (e.g.
HDTV problem)?

22. Tagging and categorisation
• How will your
content be
categorised
• What will be the
conversations /
tags

23. A brief look at infrastructure
Conversation space
Social News Monitoring
Content &
Hub Response
Process

24. Creating a social news hub
What we are doing What we do

25. Creating a social news hub
• Will use Wordpress
• Is a ‘socially optimised’
publishing platform
• Incredibly easy to update
• Very easy to link and
share content in other
outposts
• Very cheap and easy to
make

26. Architecture space Content space
Coordination space

28. A brief look at infrastructure
Conversation space
Social News Monitoring
Content &
Hub Response
Process
Hosted or
supported
communities

29. How to use Facebook
What the organisation
wants to say
What the consumer /
citizens wants to say

30. How to use Twitter
X
#whatever
#FFBook12

31. People are the key asset
Corporate DJ
(key role)
Listening
Specialist
Conversing
High volume
Creating content

32. People plan
Who are the people What will their roles
that will need to be and functions be?
involved? • Monitoring
• Relevant experts • Conversation
• The corporate DJ response
• Supervisors / • Content creation
moderators
What activation and
support processes are
required?
• Training / motivation
• Technical support
• Creative guidance
32

33. Operation plan
Timing Actions
Phase 1 (within 2 weeks) Objective: To have started monitoring and mapping the
space and to have engaged and trained a core group.
Activities
• Appoint and brief Corporate DJ and core team
• Train Corporate DJ on using a monitoring dashboard
• Hold introductory training session
Phase 2 (within 2 months) Objective: To have set-up a content publishing system
and be testing its usage.
Activities:
• Create a technical content hub and set of outposts
• Hold content / hub training session with core team

34. Operation plan
Timing Actions
Phase 3 (within 4 months) Objective: To have the core group actively participating
in conversation and the creation of content
Activities:
• On-going support from Corporate DJ
• Formal review to assess impact and determine any
changes required
KPIs • Increased visibility within specified specialist Google
search terms
• Increase in ‘inbound engagement’ (requests for
information / opinion or commentary on content
from purchase influencers)

35. Norfolk County Council: People
Who Roles and Activation and
functions support
Selected librarians Monitor a ‘question space’ ‘Sounding out’
Answer questions Recruitment
Training
Feedback / sharing
Senior management Informed Briefing / normal
Approval management channels
Comms team Promote the initiative Briefing
Corporate DJ / Training
Project supervisor

36. Norfolk County Council: Infrastructure
Conversation space
Social Monitoring
Content &
Hub Response
Process
Hosted or
supported
communities

37. Norfolk County Council: Infrastructure
• Phase 1: Facebook (monitoring and response)
• Phase 2: Twitter (Twitter monitoring and
response tool – Hoot Suite)
• Phase 3: More extensive monitoring and
individual news hubs

38. Hootsuite

39. Norfolk County Council: Operations
• Refine the infrastructure plan with reference to content
and response (tags, identities etc)
• Initial conversations with librarians
• Formalise plan and create control policy
• Brief management and comms
• Launch recruitment process
• Create infrastructure and comms plan
• Conduct training
• Public launch
• Monitor activity / implementation of control policy
• Review

40. Assessment task
• Produce a ppt presentation
• Structure
– Review of the current situation
• Whos is talking, what conversations, content of relevant
Google spaces
• Assessment of current strategy (what’s working, what is not)
– Recommendations
• Objectives (idea expressed as an objective)
• People plan
• Infrastructure plan
• Operational plan (schedule)