COMM 464 -c5 - blogs.ubc.ca

COMM 464 -c5 - blogs.ubc.ca

Comm 464- class 5 agenda News #sauder464 #comm464 Finish c4 on intro to Search Intro to Social Media Setting objectives Intro to metrics & ROI & dashboards Check-in: HSU, clients, web audit, blogs Next steps: c6 Prep Qs

-what are the different types of business objectives one could have for social media? -how would you plan to evaluate and report on these? Shiny Object Syndrome

Building on Groundswells POST People Objectives Strategies Tactics & Tools & technologies Segment & profile. technographics, customer decision journey

Setting social media objectives & metrics What objectives will you set? How will you measure? will this link to your overall online How marketing plan? your combined online/offline And marketing plan? More detail on metrics & ROI later classes

Social Media Objectives Monitoring listening (with a purpose) Talking - conversing Energizing, (Supporting, Embracing) WHY MONITOR ONLINE CONVERSATION?

Crisis and reputation management Find opportunities for niche campaign ideas Market research for long-term campaigns How was it handled? Social media triage

Positive No No Response Do you want to respond? Take reasonable

action to fix issue and let customer know action taken Negative Assess the message Yes Yes

Yes Evaluate the purpose Unhappy Customer? Does customer

need/deserve more info? Yes Are the facts correct? No

Yes Are the facts correct? No Gently correct the facts

No Yes Can you add value? Dedicated Complainer No

? No Respond in kind & share Thank the person This framework was built using the USAF Blog

Triage. (Added this attribution post webinar) From Slideshare public view, Altimeter Group. Comedian Want-toBe? Yes Is the problem being fixed?

Yes Explain what is being done to correct the issue. No Yes Let post stand and monitor.

Next steps Client lockdown and plan discovery meeting Website audit Blog HSU modules News for class and twitter back channel

C6 prep see next slide Class 6 prep monitoring online, technographics, brief Topics: social media audit review relevant parts of Engage ch 2 Readings: and Ch 18 on the Conversation Prism. Explore reports on monitoring communities or

conversations in Forrester Questions to prepare: and who will you try to monitor? How? What Why? in a specific context such as your Consider client.

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