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Social Media & Internet Strategy

by: Megat Zainurul Anuar bin Megat Johari www.facebook.com/megatzainurulanuar

Programme: New Entrepreneurs Foudation (NEF) Module:Social Media and Internet Strategy Date: 08 & 09 JAN 2014
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Programme: Majlis Kepimpinan dan Latihan Universiti-Universiti Malaysia Module:Social Media and Internet Strategy Date: 29 JAN 2014, @ Universiti Malaya
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Introduction
Recent Survey

FINDINGS:

Facebook = 1. ICT and 2. Internet


Year 2013: Survey done by PAKARPC (www.facebook.com/thepakarpc)

Introduction
Survey for Entrepreneur
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More Category

www.facebook.com/megatzainurulanuar

1,761,051

1,700,811

1,390, 976

1,305,416

1,152,616

Number of Facebook Fans in Malaysia

17,543, 528

15,319,998

11,974,742

7,580,325

6,164,806

Number of YouTube Viewers in Malaysia

901,434

284,379

171,805

119,354

67,452

Number of Twitter Follower in Malaysia

Social Media not Only change the rules of communications

Social Media changes the Art of War

Contents

The Nine Game Plan


Step 1: Analyse Your Company Step 2: Analyse Your Audience Step 3: Assess Your Resources Step 4: Define Your Objectives Step 5: Evaluate Your Options Step 6: Make A Plan Step 7: Implementation Step 8: Watch And Learn Step 9: Refine And Improve

Step 1: Analyse Your Company


HELPFUL STRENGTH HARMFUL WEAKNESSES

INTERNAL

OPPORTUNITY

THREAT

EXTERNAL

The basis of any good strategy is to clearly identify and understand the environment in which you are operating. Start off with a simple SWOT analysis to review your internal strengths and weaknesses and external environment opportunities and threats

Step 2: Analyse Your Audience

Audience

Characteristics Interests
Highly engaged in sector Specialised knowledge Best practice examples Latest trends and research

Influencers
Sector heads Academic research Sector research MyNEF coaches Academic research

Partners

Coaches

Passionate about their programme Specialised knowledge

Best practice examples Training and development

It is important to define and understand the audience groups you want to connect with, and who may be interested in connecting with you. Youll need to know what they are looking for.

Step 3: Assess Your Resources

Question to Think of: 1. managed by one staff member or a group? 2. how will you encourage other staff members to contribute? 3. how much time will you be able to dedicate to responding and interacting? 4. what is your acceptable response time for responding to questions? 5. do any staff already have a good understanding of the platforms?
Remember dont assign social media to the youngest person just because they are familiar with the tools. Social media requires someone connected across the business and can tap into all the different facets of your organisation.

Step 4: Define Your Objectives

Sample Objectives: increase traffic to your website by 20 per cent in the first 6 months increase the number of Facebook likes to 500 by July 2014 create one video per month and publish to YouTube Facebook to be one of the top ten referrers to your website/blog by July
Remember, the key to social media is that it should be a two-way conversation. Therefore in setting your objectives, it is important to assess the value for the user, not just your organisation.

Step 4: Define Your Objectives..++

Question to Think of: 1. What messages are your audience interested in receiving? 2. What questions/challenges does your audience face and can you assist? 3. Which of your products or services would add value for your audience? 4. How visible is your brand in the eyes of your audience? 5. How can you deepen the relationship with your audience?
Remember, the key to social media is that it should be a two-way conversation. Therefore in setting your objectives, it is important to assess the value for the user, not just your organisation.

Step 5: Evaluate Your Options

Question to Think of: When deciding which content to feature on your social media platform, consider: Which topics are most popular on your website? Which search terms are fans looking for to get to your site? What content do you currently have that could be of interest? What content could we easily access and share?

Even if you never post a single comment, social media tools can still be useful in monitoring and listening to conversations and comments about your organisation orother relevant subjects.

Step 6: Make A Plan

To identify the best platforms for your organisation, think about these questions: What social media platforms are our target audiences already using? What platforms best suit the types of content we have available? How much time commitment is required to manage this platform? Is our organisation happy with the terms of service of the platform? How do the platforms fit together?

Step 7: Implementation

Question to Think of: 1. Who will check information before it is published and reviewing/monitor the page? 2. What behaviour will your organisation not tolerate and why? 3. Which of your stakeholders can help promote you on social media? 4. Which existing tools can you use to let people know about your sites? i.e: your promotional materials. 5. How can you incorporate social messages into offline communications activities such as conferences, events,etc?
Even if you never post a single comment, social media tools can still be useful in monitoring and listening to conversations and comments about your organisation orother relevant subjects.

Step 8: Watch And Learn

Below is a summary of some of the key tools you may want to consider for managing your social media platforms and gaining valuable analytics to track your progress

Google Analytics (www.google.com/analytics) Facebook Insights (www.facebook.com) Twitter Metrics (www.twitter.com) Hootsuite (www.hootsuite.com)
It is important to note that not all benefits of social media can be quantitatively measured Therefore the best insights come from a combination of measurement tools and an intrinsic understanding of your audience and content.

Step 9: Refine And Improve

Question to Think of:


1. What is the best time to get the most engagement? 2. What types of content get the best engagement with fans? 3. Are you providing a good mixture of media types (photo, video, links)? 4. What content tends to bring negative responses? 5. Are you following up quickly enough?

New social media tools come into the market all the time. While its important to keep up to date, dont be tempted to jump on board the bandwagon of the latest tool without going through a thorough assessment (steps 1-6) to ensure the new tool will adequately meet a need in your organisation.

Hands-On Exercise
Register on Social Media

You Have to Register:

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Hands-On Exercise
The Project

Project Presentation
Market Your Product 1. Record your Prototype / Roleplay 2. Create Blog for Hosting Your Presentation and archieve your notes 3. Shoot a video, Upload to YouTube and link to your blog 4. Link to Facebook, Broadcast to your Friends and Get Feedback
i.e: Advantage of Social Media for Retail Entrepreneur
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Reflect and Recall


Check Your Understanding

Reflect & Recall 1. Who is the citizen of Social Media Community? 2. What is the true power of Social Media ? 3. What are the types of Social Media Learning among students? 4. What are the three (3) types of Documents License?

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Case Study: Samsung

SAMSUNGS
JOURNEY TO 25 MILLION FACEBOOK FANS IN EUROPE
Becomes No.1 Brand in Europe 44 Facebook Pages for 28 countries in 25 languages Awarded 'Socially Devoted'

SEPTEMBER 2013 SEPTEMBER 2013 APRIL 2013 FEBRUARY 2013 Galaxy Note 3 and Gear Reach 25M fans of Facebook across Europe

85-inch Ultra High Definition TV (UHDTV)

We becom the #1 brand of Facebook in Europe

NOVEMBER 2012 We started our journey to the #1 position with 8M fans

25,000,000 Fans

17,000,000 Fans
APRIL 2013 Galaxy S4

JUNE 2013 Galaxy NX camera and ATIV products

8,000,000 Fans

NOV

DEC

JAN

FEB

MAR

APR

MEI

JUN

JUL

AUG

SEP

Case Study: Samsung

SAMSUNGS
JOURNEY TO 25 MILLION FACEBOOK FANS IN EUROPE
Becomes No.1 Brand in Europe 44 Facebook Pages for 28 countries in 25 languages Awarded 'Socially Devoted'