Nielsen Full day training course offered at Usability Week Las Vegas
Social Media UX Planning
A Strategic Plan for Social UX
Effective social media efforts require a social media strategy that includes clear goals, cross-organizational support, employee involvement and well-defined success metrics. Without that strategy, you’ll likely create a disconnected user experience and could risk everything from inability to justify future investment in social to damaging brand reputation and getting caught up in legal battles.
Benefits
- Learn how to strategically build a social business foundation
- Learn how to support and enhance existing customer experience and marketing/communications goals
- Learn how to get buy-in and deal with legal and risk issues
Course Topics
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Defining Social Media Goals and Metrics
- Tying your goals to business metrics (brand health, customer experience, operational efficiency, etc.)
- Aligning organizational goals with user goals
- Identifying the conversations you are part of, those you want to be part of, and how/when to join them
- Using social listening tools (free and paid)
- Identifying KPIs (Key Performance Indicators) for social that go well beyond number of likes and followers
- Balancing qualitative and quantitative metrics
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Embedding Social Media in Your Organization to Support User Experience
- The differences (and overlaps) between social business and social marketing
- Balancing the people, process and platforms needed to support social across your organization
- Identifying and empowering employees
- Integrating your social media and customer support efforts
- Moving from reactive customer service to proactive co-creation and innovation
- Social media to support or drive marketing/communications
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Content Strategy for Effective Social Media User Experience
- Tailoring content to each specific platform and experience
- Developing and leveraging your content to join existing social conversations
- Including social as part of your content approval process
- Connecting content across social platforms and with owned properties
- When and how to activate paid social media (Facebook ads, promoted trends/tweets, etc)
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Social Media Policies and Guidelines
- Working with legal, risk, and brand
- Developing user-centered social media policies
- Employee social media guidelines
- Social media moderation
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Social Media's Role in Crisis Communication
- Using social media to manage crises
- Dealing with (and preventing) crises that begin in social media
- Owning the story and providing value to the news media
- Learning to support the “imperfect and incomplete”and teaching others to do the same
Format
The basis of the course is a lecture format with a couple of group exercises to reinforce the learned principles and guidelines.
Instructor
Brad Blake
Brad Blake is a vice president and senior social media strategist at Hill Holliday, a Boston-based advertising agency, where he works a variety of clients on their social business design and social media strategy/execution to support both campaign-based and ongoing social efforts. Prior to joining Hill Holliday, Brad built and oversaw Massachusetts Governor Deval Patrick's web and social media presence and led social media strategy across Massachusetts state government.
Brad Blake is a vice president and senior social media strategist at Hill Holliday, a Boston-based advertising agency, where he works a variety of clients on their social business design and social media strategy/execution to support both campaign-based and ongoing social efforts. Prior to joining Hill Holliday, Brad built and oversaw Massachusetts Governor Deval Patrick's web and social media presence and led social media strategy across Massachusetts state government.