Was asked to conduct a workshop for Social Media at Sunway University. Here's to knowledge sharing on the basics of strategising for social media.

1. COMMUNICATING
VIA SOCIAL MEDIA
{ Hello! 

2. Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

3.  Musical chairs!
 Join this Group on Facebook!
Facebook Group Link
Type the URL above into Internet
Explorer address bar
BEFORE WE START…
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

4.  Ice Breaker: Post these up on
the FB group wall
 Department
 How long have you been working in
your company?
 Summarise social media into one
word
GOOD MORNING! 
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

5.  This is not a “How to use
Facebook” workshop…
but rather a “Why
should we use
Facebook to reach our
objectives” workshop
CLEARING EXPECTATIONS
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

6. INTERNET 101
{ Starting from the root cause
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

7. IP
HOW IT ALL WORKS
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

8. WHICH LEADS US TO….
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

9. Web 2.0 (Interactive/Collaborative)
A ROUGH LOOK AT HISTORY
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

10. The Noticeboard The Post Office
The Library (Search) (Forums) (Emails/Messaging)
THE 3 PILLARS/FACETS OF THE INTERNET (PRE-WEB
2.0)
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

11. The Library The Noticeboard The Post Office
(Search) (Forums) (Emails/Messaging
• Information • Community )
(Useful) oriented • Archive of
• Cataloged and • Questions directed communication
Indexed Archive to between
• Photos and experts/experienc friends/family
Videos ed community • Fast and easy
• Easy to Navigate • Interesting response
• Helpdesk discussions • Share information
privately
THE 3 PILLARS/FACETS OF THE INTERNET (PRE-WEB
2.0)
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

12. The Library The Noticeboard The Post Office
(Search) (Forums) (Emails/Messaging
• Pros • Pros )
• Easy to search • Helps facilitate • Pros
for information discussions on • One-to-one
• Answers topics/issues communication
questions that are not • Cons
• Cons normally brought • Not personal
up
• Privacy
• Cons
• Bullying
THE 3 PILLARS/FACETS OF THE INTERNET (PRE-WEB
2.0)
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

13. THE 3 FACETS AT
WORK
{
World’s #1 Online Retailer
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

14. FACET #1: LIBRARY
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

15. FACET #2: NOTICEBOARD
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

16. FACET #3: THE POST OFFICE
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

17. QUESTION BREAK (3 QUESTIONS)
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

18.  In just 15 mins, think about…
 Are you utilizing/Do you have the 3 facets in your
department fully to benefit staff or students of Sun-U?
 How are you utilizing them?
 How can you utilise them more?
 Post answers to these questions in our Facebook
group
 Get feedback from other groups
MINI-DISCUSSION
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

19. TEA BREAK TIME
{ Tea in Atrium
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

20. SOCIAL MEDIA
{ Combining all facets
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

21. Web 2.0
Information Interaction
CHANGE HAPPENS
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

22. Pre Web 2.0 Information
Library Noticeboard Post Office
Web 2.0 Interaction
Library Noticeboard Post Office
SHIFT OF BEHAVIOR & FOCUS
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

23. Library Library
Noticeboard Noticeboard
Post Office Post Office
Apps/G
Updates Videos
ames
Images News
Items of conversation
WHAT SOCIAL MEDIA IS ALL ABOUT
FROM STRANGERS TO KNOWN
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

24. Facebook as an example
Library Noticeboard Post Office
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

25. SO, HOW DO I USE SOCIAL MEDIA AND WHICH
NETWORK SHOULD I USE?
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

26.  The question is not HOW but WHY?
 Strategy triumphs Skills
 Ask the WHY before the HOW
JENG JENG JENG
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

27.  Don’t see the point
 Updating/Frequency
 Responding/Speed
 Privacy
 Type of Content (BAD)
STRATEGY HELPS OVERCOME
PROBLEMS
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

28. Identify Identify Group of Identify Channels Identify
Objective/Problem people • Know where they are Conversations
• Ask a question • Know your audience posting • Know what they are Build Relationship
posting
SOCIAL MEDIA STRATEGY 101
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

29. QUESTION BREAK (3 QUESTIONS)
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

30. PROJECT TIME!
{ Let’s be productive ;)
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

31. LET’S KILL THAT THING WHICH HAS
BEEN BUGGING YOU
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

32.  Gather around with each other and form a group of chairs 
 Say hi to your teammates!
 Give your group a name.
 Decide on one specific communication problem you’d like to fix
today
 Post your Group Name and Problem on FB Group and tag your
group members/name on the post
GET TOGETHER IN YOUR GROUPS
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

33. LUNCH BREAK
TIME
{ Lunch in Cafetaria
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

34. MAKE THINGS HAPPEN
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

35.  Group Name
 Group Problem
 Objective
 People we’re speaking to
 Channels we’d like to use
 Conversations we’d like to have
 Relationship we are going to build
 Solution
 Campaign?
 Change of system?
 What will we do in x months time?
PROJECT SHEET TEMPLATE
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

36. Objective People Channels Conversations Relationship
 Be specific about the problem. Identify key areas.
 Why should we solve this problem?
 What are the current challenges that are preventing you from
doing this?
 How can the Intranet/social media overcome this?
 When must you overcome this? (optional)
 How will you measure the success of the project using social
media?
 Is your goal realistic and achievable?
 Write down your goal by commenting on the FB post
BY…. WE WANT TO ….
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

37. Objective People Channels Conversations Relationships
 Who are you trying to reach?
 What are their Internet/social media behaviours?
 When do they go online?
 How do they go online?
 Which websites do they like to go to?
 What kind of content do they like to read or share?
 Who do they trust online e.g. bloggers, celebrities, etc?
 Why should they help you achieve your goals?
 What is preventing them from being a part of what you’re trying to
achieve?
 Discuss and Comment on your group’s Facebook post
MY TARGET AUDIENCE:
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

38. Objective People Channels Conversations Relationship
 Which channels are the most effective in achieving my objective?
 What are my audience behaviour on these channels and how
should I engage with them personally?
 Twitter – Search for mentions and Tweet
 Email marketing – Set up database, regular newsletters
 What are my audience talking about me?
 What are my competitors doing on these channels?
 Why are they successful?
 How can we be different?
 Discuss and Comment on your group’s Facebook post
LIST KEY LEARNINGS
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

39. Objective People Channels Conversations Relationship
 What kind of content can I post up on these channels to engage
with my audience?
 Content calendar – Themes for each month
 Set limits – 1 week 1 post / 1 month 1 newsletter
 Look for examples of what others have done
 Are you doing anything new?
 How fast should I respond?
 Is it feasible?
 Who will respond?
 How should he/she respond? (Tone and Manner)
 How can I integrate these channels? Should I integrate?
 Discuss and Comment on your group’s Facebook post
HOW TO STRIKE A CONVERSATION
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

40. Objective People Channels Conversations Relationship
 How are you currently building a relationship?
 What kind of relationship do you want to see?
 How can you improve?
 List pain points and comfort points.
 How can we analyse the conversations/make milestones out of
the relationship (CRM)?
 Do you have Plan B if relationship goes sour? (FAQ or Crisis
Management)
 Discuss and Comment on your group’s Facebook post
GO LONG-TERM NOT SHORT TERM
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

41. PRESENTATION
TIME!
{
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

42. QUESTION BREAK (3 QUESTIONS EACH
GROUP)
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

43.  What have I learnt?
 Did I meet my goal?
 How can I share this with my colleagues?
 Set up social media brainstorming sessions internally
 What else would I like to learn?
DISCUSSION
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

44.  Start implementing your Projects
 Twitter – Talk with a random stranger
 Facebook – Play a game or Start a Facebook page/group
 Foursquare – Download app and check in to any location
 Instagram – Download app and Post 5 photos
 YouTube – Build a playlist
 LinkedIn – Connect with 10 colleagues
 Explore possibilities!!
CHANGE HAPPENS … STEP BY
STEP
Introduction to Social Media © 2012 :: Rachel Foong 7/19/2012

45. THANK YOU
{ Tea break in the Atrium