Sm session 3 slides 12-10-12
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The document outlines a 3-part social media strategy workshop series for a sports and recreation organization. Session 1 focuses on understanding existing communication strategies. Session 2 covers setting objectives, defining audiences and key messages, and choosing social media platforms. Session 3 is about implementing the strategy through content publishing and next steps. The document provides templates and guidelines for developing a social media framework and implementation process.
Sm session 3 slides 12-10-12
- 1. ACT Sport and Recreation Social Media Workshop Series 2012 Social Media Strategy #SportRecSM FB: ACTSRS #SportRecSM
- 2. Agenda • Session 1 – Organisational Context – Understanding your existing strategies • Session 2 – Moving through the Strategy – Communication Objectives – Audiences and Key Messages – Social Media Usage • Session 3 – Implementing the Strategy – Publishing Process – Your next steps FB: ACTSRS #SportRecSM
- 3. Building a Social Media Framework • Strategic Plan • Communication Objectives • Audiences • Platforms • Connection to other comms FB: ACTSRS #SportRecSM
- 4. Social Media in context Social Media Tactics and Business Objectives In order to decide the appropriate style of social media use, the tactic must be balanced with outcomes Social Media Business Outcome Decision/Position to choose the Tactic tactic Broadcast Get messages out and get them out to “I want as many people as possible more people than ever before, but don’t knowing about a specific service deliberately engage with people. offered by our organisation.” Connect Reach stakeholders, athletes and “I want to engage in a dialogue with, volunteers and engage with them or network with, define stakeholders.” (virtually) face to face in order to gain feedback and build relationships. Promote Stake a place in crowded markets by “I want people to know about our overtly marketing services. organisation – as a brand, as a service.” Monitor Understand what people are saying about “I want to understand what’s being you and why. said about, and by our organisation.” FB: ACTSRS #SportRecSM
- 5. Organisational Context •Looking at what you’ve brought in • Business Plan • Communication Strategy • Constitution • Marketing material • Etc. FB: ACTSRS #SportRecSM
- 6. Social Media Framework • Link it to your strategic objectives right in the document • Draw the org chart IF it has some bearing on your comms • Think about the image you DON’T want to present FB: ACTSRS #SportRecSM
- 7. Agenda • Session 1 – Organisational Context – Understanding your existing strategies • Session 2 – Moving through the Strategy – Communication Objectives – Audiences and Key Messages – Social Media Usage • Session 3 – Implementing the Strategy – Publishing Process – Your next steps FB: ACTSRS #SportRecSM
- 8. Social Media Framework • Give it a date • Get it approved • Version control it FB: ACTSRS #SportRecSM
- 9. Social Media Framework • Define audiences even if you don’t end up using social to speak to them • Define their motivation to gauge the investment you should make trying to engage with them • Define a series of evens you can tailor messages around FB: ACTSRS #SportRecSM
- 10. Social Media Framework • Commit to which platforms you will use • Set indicative timing so that you know when you are ‘publishing’ FB: ACTSRS #SportRecSM
- 11. Social Media Framework • Link it to your other comms work • Allocate a resource! FB: ACTSRS #SportRecSM
- 12. Agenda • Session 1 – Organisational Context – Understanding your existing strategies • Session 2 – Moving through the Strategy – Communication Objectives – Audiences and Key Messages – Social Media Usage • Session 3 – Implementing the Strategy – Publishing Process – Your next steps FB: ACTSRS #SportRecSM
- 13. Social Media in Use 1. IDENTIFY & PLAN 2. INFORM & APPROVE 3. AUTHOR & PUBLISH 4. REVIEW & Business Owners of the program After Social Media Coordinator adds Due to the range of platforms and MEASURE or message must identify and the content request to the Publishing their different requirements the All published content will be define what they are seeking to Plan and alerts any internal business owner need only develop required to have a review date achieve. As part of this process stakeholders who might be affected content in line with the following (nominally 2 weeks) unless they must: by the messaging (due to similar guidelines: requested otherwise at which point messaging, audience target or timing). •Summary of the activity / program the Social Media Coordinator will 1.Link the activity to their business undertake an review. outcomes Pre-approved content eg. interaction etc 2.Nominate the SM Objective with athletes and promotion of •Key messages(no more than a The Business Owner will be (broadcast, connect, promote, results, does not require individual sentence per message) •Link to detailed existing responsible for any changes monitor) approval. required at that point. 3.Identify the audience for the background message *Pre-approved content means having 4.Identify preferred platform for a set of drafted content available for The content should be developed message delivery the Social Media Coordinator to view in line with existing protocols and 5.Identify resources who will before a specific event. policies develop the message and content 6.Name specific measures they will judge success on (linked to the strategic framework) FB: ACTSRS #SportRecSM
- 14. Social Media in Use Social Media Coordinator •Experience in executing content in SM platforms and is the owner of the implementation of a SM strategy. •Establises SM capacity and scheduling social media activities so that the use of social media doesn’t become resource intensive for other teams within an organisation. Business Owner •Anyone who identifies an idea for the use of SM– the business risk of using SM rests with them, upon approval by a Senior Executive /Sign-off Point in an organisation. Social Media Strategist • Actively works with Business Owners to seek out social media opportunities and make recommendations on the implementation. It is a similar but more proactive role than Social Media Coordinator and purely strategic. Community Manager • Responsible for the design, delivery and ongoing management of a designated community with a specific focus on ‘network’ communications. • Works within an organisation to deliver key messages and execute communication objectives whilst engaging with users and providing feedback to the business. Social Media Writer • Has skills in weaving structured themes and messages into ongoing conversations; reacting and recognising all interactions with a risk management approach and having an ability to understand technical language and to translate that for audiences. Social Media Producer • Ensures that any visual opportunities are ‘curated’ effectively and within brand and policy guidelines. The producer would be responsible for turning events into packages. FB: ACTSRS #SportRecSM
- 15. Your next steps • Any questions or clarification? • Preview of other SRS governance and education & training sessions • Continue the conversation – Twitter #SportRecSM – Facebook https://www.facebook.com/ACTSRS FB: ACTSRS #SportRecSM
- 16. Thanks Justin Barrie Principal Consultant 0423302814 @DMA_Canberra designmanagers.com.au FB: ACTSRS #SportRecSM
- 17. Wikinews - paralympics Pinterest – mental health FB: ACTSRS #SportRecSM