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SOCIAL MEDIA WORKSHOP

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by

Kapil Tak

on 8 February 2014

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Transcript of SOCIAL MEDIA WORKSHOP

Social Media Channels
Objectives
- Who are you?
-Difference between Traditional & Social Media
- Basics Facebook, Twitter, Youtube, LinkedIn
- How Social Media can affect and organization?
-Need to Listen?
-Which channels the Bank intends to Use & why?
- Goals And Objectives
-Brief overview of Policies & why we need them?
- Signature & response tone
-Structure of the entire team
-Procedures workflow
-Response times SLA
-Tools used
-Analytics?
- Success Measurement
-Workshop Exercise

SOCIAL

MEDIA
WORKSHOP

Traditional media

refers to the old and usually Old way of disseminating information involving only one way communication.
Social media

refers to interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. These can take many different forms, including internet forums, blogs, wikis, podcasts, and picture-, music- and video-sharing
Strategic Department Benefits
Listening insights can have implications for multiple stakeholders, and each department within a company has unique needs and therefore distinct listening objectives.
Marketing/PR
Uncover conversations about brand, industry, products and respond in real time.
Sales
Uncover conversations that indicate intent to purchase
(e.g., “Can anyone recommend”, “I need a new …”).

Keep an ear out for discontent with competitors
Customer Service
Promotion
Products/Service
Contests
Quiz/Crossword/Brain Twisters Etc
Inspiring Quotes/Tips
Career (Recruitment)
Events
Informational/Educational Content

Customer Service
Promotion
Products/Service
Contests
Quiz/Crossword/Brain Twisters Etc
Inspiring Quotes/Tips
Career (Recruitment)
Events
Informational/Educational Content

Product/Service Ads
Promotion
Contests
Career (Recruitment)
Events
Info/Educational Content

Product/Service

Sharing info
Recruiting
Networking

External Policy
POLICIES
Internal Policy


Internal Policy


External Policy
To guide the staff of the Bank on the usage of Social Media

It outlines the standards to observe by the Bank staff when using Social Media for both personal and/or official use on matters relating to the Bank.

Terms and conditions that the Bank has set

It is the rules of engagement that fans/followers, subscribers must abide by
Internal Policy


- Authorized staff
- General guideline
- Prohibited conduct
- Transparency
- Advice from Non- authorized staff
- Use of Social Media in the Bank
- Security
- Record keeping
- Review


External Policy
- Language
- Off Topic comments
- Spam
- Deleting Comments/Blocking users
- Third Party comments
- Personal information
- Accuracy
- Promotion Disclaimer
- Liability
CENTRAL
ACCOUNT
OPENING
RESOLVERS
STRUCTURE
SOCIAL MEDIA UNIT
CALL CENTER
CENTRAL MARKETING UNIT
ADMINISTRATOR
KAPIL TAK
ADMINISTRATOR
WANGU NJOGU
SM REP/AGENT DAY
RICHIE SOBAYENI

EVA NJOGU
SM REP/AGENT NIGHT
KENNEDY KIEYA

DELICAN OBARE

JULIUS MWANIKI

CLEMENT GATUMU

LAWRENCE KAUMBUTHU

EDWIN WACHIRA

MANTIS

COMPLAINT SYSTEM
CENTRAL
DEPOSITS
ICT
CUSTOMER DELIVERY
CARD CENTER
CREDIT
DIASPORA
TRADE
FINANCE
FUNDS
TRANSFER
INTERNET
BANKING
PROCEDURE WORKFLOW
Complaint
I visited your Ngong Branch to request for replacement of my debit card. it has since been 6 days. i was told it takes only 4 days. Whats going on?
STEP 1 - ASSIGN COMPLAINT TO DAY AGENT

STEP 2- ASK CLIENT TO PROVIDE CONTACTS
Response
Hi Client, We apologize for the inconvenience. kindly inbox your contact detail, so that one of our agent can get in touch with you. ^RS
Complaint
My Mobile number is 0722 999999
Card Center
Hi Richie, the card will be processed by today evening, kindly ask client to collect from Ngong tomorrow afternoon.
Response
Hi Client, Your card will be ready for Collection from Ngong branch by tomorrow. Kindly arrange for collection ^RS
MANTIS

COMPLAINT SYSTEM
GOALS

 To Improve brand awareness and increase recognition.
 To grow a positive online community
 To engage with the online
community and manage feedback and customer enquiries
 To ensure an active and accurate information flow between our Bank and the market in general.
 Driving sales and leads
 Build a community of brand advocates
 Protect & improve the Banks reputation.
 Improve customer service

OBJECTIVES

 To increase traffic to our Bank’s website (www.imbank.com)
 To get over 2000 likes on Facebook and 500 followers on twitter by the end of 2014
 To get 500 Subscribers for YouTube and 750
LinkedIn followers by the end of 2014
 To grow quality, organic likers/followers at a rate of at least 5% per month by the end of 2014
 To maintain an engagement level averaging 25% of our likers/followers
 To create viral videos through the animation tool (Goanimate).
 Create at least 20% engagement in the first 3 months through the contents posted by the Bank.
 To achieve a consistent 3 hours or less turnaround on responding to queries or feedback.
 To ensure at least 80% of the resolutions are done on social sites the issues was reported.

3 Hours
24 Hours
Tools & Softwares
Conversocial
GoAnimate
Photoshop

CONVERSOCIAL INTERFACE
Defaul Profanity
Normal Inbox
Assigned Message
Who Assigned
Who Deleted
Channels
Sentiment
Tags
Note
Approve
Email Notification
Dashboard
Analytics

Analytic-Summary
Analytic - Fan Count
Analytic- Incomming
Response by hour
Sentiment Analysis
Tag Analysis
Message Breakdown
Workshop Questions?
The Digital Newbie
Extremely new to Social Media and the digital world (Maembe)
The Digital Contrarian
Oppose the Digital age and feel that Social Media is just a passing fad or waste of time. (Ngombe)
The reluctant User
Familiar enough with big name Social Media networks, but have not adopted them into their daily lives. (Kondoo)
The Savvy Technologist
Might not have been raised with Social Media and web technology but have taught themselves to use them. (Nyama Choma)
The Digital Native
Grown up with high tech digital technology and Social Media is part of their daily lives. (Steak!)
What you will learn
- How to use the Social Media networks that the Bank deems important to its digital campaigns.

- Educate what the Banks goals are on Social Media.
What you will learn
- Explain how and why business benefit from skilled Social Media campaigns &

- Why such tactics are useful to the Bank.
- Advanced use of Social networks you are familiar with &

- How to get familiar with less familiar tools
What you will learn
- Focus on the Social Media platforms that the Bank wants to utilize &

- how the Bank wishes to engage audiences on them.
What you will learn
- Focus on Banks specific Social Media goals and how to measure return.
- Fan Page
- Newsfeed
- Updates
- Likes
- Shares
- Comments

- Tags
- Inbox
Measuring Social Media Success
>> Reach
>> Engagement

>> Conversion
Reach
- Connections on Linked in
- Followers twitter
- Likes on Facebook Page
- Views and Subscribers on YouTube

Engagement
- Clicks on links on social media posts
- Retweets, Mentions and DM's on Twitter
- Shares on Facebook and LinkedIn
- Comments on Facebook and LinkedIn posts
- Ratings on your YouTube videos

Conversion
- Registrations on Website
- Online lead generation form completions
- Phone-in leads
- Online sales
Example
- A prospect sees a Facebook update containing a link post The Bank wrote.

- She clicks and reads
- She likes the post,

- so she signs up for Bank email list to receive further updates.
- Four days later she receives an email and clicks a link to visit a youtube video.
This time, she watches the video and signs up for a the product.
She likes the demo and thinks it will solve her problem.
- She writes a proposal to her boss to purchase Banks product.
- Three weeks later she gets budget approval to buy the product.
- Not remembering your exact web address, she Googles the name of the Bank and clicks on the search result.
-She fills out a lead form (Landing page), talks to our sales representative, and purchases your product.
Conclusion
Social Media
Email
SEO
Assist (Through Ball)
Pass
Goal
Signature
Response Tone
- Language
- Personalized response
- Reactive Tone
- Calm & controlled actions

Language
• Email Responses- “Dear Sir/Madam…………..”
• Social responses- “Hi Mike…………………………”

Personalised response
• •
Crafted Bank response
- “Dear Sir, we sincerely apologize for the inconvenience. Please note that Safaricom were carrying out maintenance for the Mpesa service. We will duly update our customers once the services are up and running”


Social Response
“Hi Mike, I am sorry about the inconvenience this situation has caused you. We have had communication from Safaricom regarding the downtime, they are carrying out maintenance of their Mpesa services. We will post an update once the services are up and running. ^KT”

Reactive Tone

Customer
- “Wow – Amazing service-I got my travel card in 5 minutes, or does the Bank want to get rid of me lol?”
Response
- “ Hi Chris we got rid of you so that we can welcome you back again haha  ^KT”


Customer
- “Ridiculous Bank- Do I have to wait 2 days to have my card reloaded?”
Response
- “Hi Michael, I am sorry about your negative experience with our Bank. Please inbox us your contact details, our agent will get in touch with you immediately and look in to your issue ^KT”



Calm & controlled actions.
- Accept faults, apologize when appropriate instead of denying or deleting justified complaint.

- Getting the tone of social messages right takes time and practice. Any communication sent over Social Media is public display of the Bank’s brand experience so it is important that the Social Media team craft the perfect response.
Who are you?
What you will learn
Traditional
Vs

Social
- Groups
- Page
- Followers
- Recommendation


- Tweets
- Mention- @mike
- Retweet
- DM
- Hashtags
- Follow

- Comments
- Share
- Embed
- Subscribe
- Links

Basics
How it can affect an Org!
United Airlines
Need to Listen
Listening
Social media listening, also known as social media monitoring, is the process of identifying and assessing what is being said about a company, individual, product or brand on the Internet.


Are we missing out on opportunities to increase sales and ROI, or to increase media value, awareness, and virality? We just might be.


-During a crisis people start to talk, so it's up to the brand to respond.

-The brand is not longer the marketer, but the customer is.

-Social media listening helps us understand real conversations, real people, and what they want.

-Social media can increase or decrease a brand's impact on their campaign success.

-And if social media is done effectively, can increase revenue and sales.
Key Facts: Need for Listening
PRODUCT
MKT/PR
HR
CS
SALES
product problems.

Highlight success of a
product launch.

Gain input and ideas from customers on how to improve the product. it's also free to do so.
Product
>>fish for recruits.
>>Uncover the experts and influencers.
>>Discover perception of us as employer.
>>Listen for issues that impact employees
happiness.
HR
Create a knowledge base from questions
and answers they find on social media.

Identify and solve problems.
Customer Service
Goals
&
Objectives
Full transcript