Mastering Social Media: Workshop 1 Exercises
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This document outlines exercises for establishing a solid foundation for social media strategy. It includes analyzing the social media landscape, conducting an internal audit of current social media use, and assessing readiness to engage further with social media. The exercises cover topics such as identifying relevant social media applications, their potential impact on the industry, where customers are active online, monitoring conversations, and benchmarking internal progress against best practices. Completing these exercises would help determine strengths, weaknesses and barriers to better social media engagement.
Mastering Social Media: Workshop 1 Exercises
- 1. Mastering Social Media ‘Stop and Reflect’ Exercises Workshop 1: Social Media Landscape, Audit and Readiness to Engage Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com May, 2011
- 2. The following exercises will help establish a solid foundation for social media strategy development, implementation and performance measurement. Please review and complete in your own time: Exercise 1: Analyze your Social Media Landscape ................................................................................3 Topic 1: Applications ................................................................................................................................. 3 Topic 2: Impact.......................................................................................................................................... 4 Topic 3: Customers ................................................................................................................................... 4 Topic 4: Conversations .............................................................................................................................. 5 Topic 5: Features and Characteristics ....................................................................................................... 6 Exercise 2: Internal Social Media Audit ...............................................................................................7 Topic 1: Progress Made............................................................................................................................. 7 Topic 2: Benchmarked Progress................................................................................................................ 8 Exercise 3: Readiness to Engage..........................................................................................................9 Mastering Social Media Session 1 Page 2
- 3. Exercise 1: Analyze your Social Media Landscape Topic 1: Applications Use the following template to indicate potentially relevant Applications and Platforms for your business. Review your answers on completion of the Programme. Social Media Priority How can these be applied in our Applications and Platforms (1 to 3) organisation Feeds and Alerts: Users subscribe to receive regular updates from favoured web sites, blogs, online news channels. For example RSS feeds Review Sites: Review sites exist relevant to almost any business or industry. For TripAdvisor. Publishing: Include Blogs (Wordpress, Blogger) and Wikis (Wikispaces, Wikimedia). Microblogging: Sites such as Twitter and Yammer which allow users to send short ‘tweets’ of 140 characters or less. Social and Professional Networking: Sites which allow users to connect with friends/business associates and engage in social/professional networking e.g. LinkedIn or Facebook. Multimedia Sharing: Sites which allow users to upload, share and comment on multimedia content – video and images. For example, YouTube. Rich Internet Applications: Mash Ups are applications created through applying and combining two or more applications (or APIs). Flickr images mashed into your site. Podcasts are multimedia files, distributed over the Internet using RSS. Social Bookmarking: Social bookmarking sites like Delicious, Stumbleupon, Diigo and Reddit allow users to collectively categorise interesting web content (urls) through notes and tags (keywords) Mastering Social Media Session 1 Page 3
- 4. Social Media Priority How can these be applied in our Applications and Platforms (1 to 3) organisation Mobile and Internet Telephony: mobile applications, mobile websites and Voip. For example IPhone apps or Skype Open Source and Hosted Applications: There are over 240,000 Open Source (OS) projects. This includes Linux and OpenOffice.org (both compete effectively with Microsoft). Topic 2: Impact What Impact is Social Media having on your Industry? What are the main opportunities and threats for your business? Topic 3: Customers Where are your customers hanging out on Social Media? Mastering Social Media Session 1 Page 4
- 5. Topic 4: Conversations Keyword Analysis Note down relevant keywords for your business or organisation. Think about keywords in terms of: customers the business business partners the organisation employees you and your contacts stakeholders products and services competitors your industries brand advocates geographically, where you operate Note your Relevant Keywords Social Media Monitoring Use some of the Social Media Monitoring Tools listed below to identify where the main conversations are taking place relevant to your business. List the ‘actionable insights’ delivered. • Search Facebook (www.facebook.com) • Search Twitter (www.search.twitter.com) • Social Mention (www.socialmention.com) • Google Alerts (www.google.com/alerts) • Topsy (www.topsy.com) Note any Actionable Insights Mastering Social Media Session 1 Page 5
- 6. Topic 5: Features and Characteristics Yes / No Do you now understand the main Features and Characteristics of Social Media? Comments The main features and characteristics relevant to your business: Mastering Social Media Session 1 Page 6
- 7. Exercise 2: Internal Social Media Audit Topic 1: Progress Made Please complete a) What progress has been made? b) What social media channels do you already use? c) What is the level of engagement with each channel? Fans, Followers, Network etc. d) What positive business benefits have been derived? e) Where are the main areas for future improvement? Yes / No Do you have a Generic Strategy in place (e.g. agreement on the number of channels to use and the depth of engagement with each channel)? Do you have agreed Key Performance Measures already in place? Add Comments here Mastering Social Media Session 1 Page 7
- 8. Topic 2: Benchmarked Progress Please complete Social Media Landscape – what progress has been made benchmarked against the opportunities presented by your social media landscape? Generic Strategy – the level of progress made benchmarked against your generic social media strategy? KPIs – what progress has been made benchmarked against agreed KPIs? Industry ‘Best Practice’ – the level of progress made benchmarked against industry ‘best practice’? How does your current level of SM engagement compare with the industry average? What lessons can be learned from industry ‘best practice’? Strategic Gap Analysis – based on the above, what is the ‘Strategic Gap’ that exists between the ‘current’ and ‘ideal’ scenarios; between where you are and where you need to be? Mastering Social Media Session 1 Page 8
- 9. Exercise 3: Readiness to Engage Topic 1: Strengths, Weaknesses, Obstacles and Overcoming them Please complete List here the main SM strengths of your organisation e.g. strong brand, quality customer base, customers already active in Social Media etc. List here the main SM weaknesses of your organisation e.g. limited staff knowledge and understanding, resource issues, organizational mindset, influence/attitude of the IT Dept etc. Detail the main obstacles and barriers for your organisation. Indicate how barriers will be overcome, including in-sourcing / out-sourcing options Comments Mastering Social Media Session 1 Page 9