Manager British Council Morocco March 2013 1. Overview 2. Social Media Overview 3. Content creation 4. Blogging project 5. Social channels Facebook Twitter Pinterest Linkedin Youtube / Vimeo Foursquare 6. Resources 7. Agenda 8. Digital team 9. Monitoring and Evaluation In this presentation
The social web, Web 2.0, has given rise to a new way of marketing: people are engaged in conversations online and markets have become conversations. The most trusted form of advertising today is a recommendation from another person ‘just like me’, real people. Tapping into these conversations shows where our audience is spending time online and what subjects and issues are of interest to them. Based on today’s ever-changing marketplace, The British Council can no longer just issue information to the media in hopes that they share our stories with the public. To reach our public successfully we need to start telling our stories directly, and do it in a way that sparks conversations. Overview DIGITAL PLAN Blogging and Social Media
- 1. Increase The British Council brand awareness by 15% in the next six months, this will be measured by the % of SOV for online mentions, - 2. Boost our Teaching centre sales by 3% – 5% in the next six months, leads this is relate to conversion driven from social media, - 3. Keep our community updated on happenings, events… In order to increase number of new Fans, Followers, views…, and therefore increase consideration that can be measured by the # of our social interactions, - 4. Increase Media mentions for our Projects/Events, - 5. Boost BC Morocco Klout Score, from 792 to 550 at least. - 6. Increase Retention, measured by repeat blog visitors, - 7. Reduce Marcomm print spendings by 5% in the next six months, - 8. An efficient costumer service on social media, costumer related questions should be answered within 24 hours, this will be measured by the # of our social support inquiries resolved These objectives should be achieved by October 15, 2013. Objectives DIGITAL PLAN Blogging and Social Media
Markets are conversations, and a conversation should be about a story we create. There are a variety of social media tools that can be utilized as part of our integrated communications program. For better communication, and a maximum engagement, a branded blog, and an effective presence on the major social Medias are essential. These tools were chosen because they require a moderate amount of time and staff, and they are a low cost communication tool. The different posts, pictures, articles, videos, literature and other dynamic content will be shared on our Blog and promoted through our Social Media profiles. Then each of our profiles on social media will have a specific content feed. The blog will be the main interface of the online presence of The British Council Morocco, while the social media profiles, in addition to the conversation made on other topics, will be promoting those stories, and redirecting the user to our blog. In this document we will plan a summary of the media feed that will be shared on our social media profiles Social Media Overview DIGITAL PLAN Blogging and Social Media
schedule, the different contents produced for each channel, and the frequency of production and posting. Mo Tu We Th Fr Sa Su Ali & Lara live from Rabat News live from Rabat 2/M Erin Out and About in Casablanca Cultural happenings and other 2/M Barbara Flicks Police A sneak peek into the latest flicks 2/M Rim’s Fodding Moroccan gastronomy and more 2/M Game on a sports review 2/M Exams Girls : Eli & Imane xoxo 2/M #Employability by Nick 4/M Martin on Education Education in Morocco 1/M Farah Art Review Moroccan Art scene seen by Farah 2/M Moroccan Street Fashion by guest Joseph Ouechen 3/M Moroccan Modern Music Scene with Lcasseta.com 3/M Teachers Tips Linda, Robert, Kat, Max, Gemma 4/M Success stories that started at BC : Exam - TC 1/M A Moroccan talent Featured on our blog 1/M New words entries New hip words to learn 4/M Moroccan / UK News 3/M 3/M Inside the British Council Picture taken inside the office 2/M Q BOX Confession room style with a celeb 1/M interaction videos Q&A 1/M Learn English Feature apps, articles, videos 4/M 4/M Voices 1/M Content DIGITAL PLAN Blogging and Social Media
Arts, Heritage... 4/M 4/M 4/M Nabil Sebti Monthly News review 1/M VOX Street voice 1/M Video Contest Random video of the week 1/M Opening doors Viral campaign 1/M Picture your English side 1/M BC Work environnement values With Assma HR Manager 1/M Application for Best workplaces in Morocco x Content DIGITAL PLAN Blogging and Social Media Blog Twitter Vimeo Youtube Linkedin Facebook Pinterest X/M Frenquencey of posting : X times a month
simple plain blog. The design will be in a Pinterest style: an indefinite feed of photos, structured by theme (Teaching Centre, Projects, Articles…). This blog will be the online interface of The British Council in Morocco, in order to be able to tell stories that couldn’t be highlighted enough on Social Media. The blog tells the whole story, the social media profiles promotes it. The platform used for our blog is Wordpress for branding guidelines reasons; we will integrate a nicely designed theme though. Here are some features of the blog : - Social media Bar at top, Slider, Side Bar - Learn English - Young Learners - Adults - Corporate - English for the Future - #Employability - Arts - Society - Education - Chronicles - Quick Access The body of the blog will be responsive, indefinite feed of photos and visuals that features a chronicle, an article, a thought, and that redirect the Internet user to a web page where he can read more and still have access to other entries of the same section, but also a list of other articles will be pushed. The slider will contain six photos featured in a large format in the blog, and that will be changing on the rhythm of the happening at The British Council: Registration period, big events… We may feature as well big events that make the news nationally on internationally; this will attract people who are basically not interested in the first place in reading about the Council. Every entry will be subject to comments and likes, those features will be highlighted in the visual. Blog DIGITAL PLAN Blogging and Social Media
plug in for Facebook and Twitter integrated, - Interactive : Possibility to like and comment on every blog post and page, - Highlights the quality of the teaching centre products : Interview with teachers, - Include a database to collect our visitors emails for emailing campaign, - An cultural events agenda, including external events, - Invite guest writers : get famous and influential bloggers to write occasionally on our blog about a topic that will be agreed, - Easy to access, responsive, and mobile ready, - Reference the blog in as many related marketing efforts as possible: other bloggers, other websites, publications, videos, etc. The more places our blog is linked, the better luck we’ll have staying at the top of search results, increasing the odds that more people will find our blog, - Develop a blog content archive accessible to all members of the digital team, A paid campaign will be vital for the blog to emerge, an event calendar should also be considered. - Launching party with The Social Media Club in Morocco - Stickers all around our partners - Build a database of Medias, and digital medias for an effective PR and e-PR, - Facebook medaillon that links directly to the blog, - Viral videos to promote the blog, - Opening doors campaign to promote the blog, - Target audience - Young Moroccan active - Young professional - University-High schools students - A nice of highly, education interested audience that will follow martin’s entries. Blog DIGITAL PLAN Blogging and Social Media 1. We will aim for 500 visitors in the first three months 2. We will expect to reach 2000 visitors the fourth month with our efforts in SEO and in Advertising for the blog, 3. We will target an engagement rate of 40% of the blog entries in the three first months, and 60% in the fourth, fifth and sixth months,
Facebook as a marketing tool for our business, however, while it seems simple enough to set up a fan page and start promotion, there are so many tools, so many people to approach and the results are so different from a standard marketing campaign that it can be hard to understand exactly what works and what does not. That is why we need a detailed Facebook plan to help us tackle our Fan Page and get the most out of the time spent developing this. Here are fe things that we will include in our planning : - content submission plan - valuable content to our fans, - Schedule questions to ask - local topics that interest the moroccan internet user, - Improve the layout of our page, For our Facebook actions we will consider this : - Mix articles with Call to action to increase the Teaching Centre sales, - Photos to promote our Blog entries - Sponsored the most important articles, and articles that are most likely to be shared, - Facebook will a base to promote our stories, that will be highlighted also on our blog: - Make discussion, create debates, relate morocco oriented news, that is to engage more our fans - The look of the Fan page will have to look as sexy as possible, nice looking pictures only, videos captures, and colours harmony should be respected, insist on the quality of the content, - Improve our Fan page to better fit into the New Facebook Graph Search, - Improve engagement rate by at least 5% in the next six months, - Not using Bit.ly for Facebook, a recent study showed that fans are most likely to click on our link if they can see what they’re getting, we can use a brand-specific link shortener instead, - Use targeted posts for more personalization - Post at least once a week, text only, questions in four languages: French, Darija, French and Tamazight. - Posts on Facebook will be scheduled to go online between 1.p.m. and 4.p.m and after 8.p.m, and on week-ends. - Use targeted posts at least three times a week Facebook DIGITAL PLAN Blogging and Social Media 1. We will aim to acquire 100 new students through Facebook 2. Increase audience connections through Facebook 3. Boost blog trafic via Facebook by 50% 4. Raise engagement rate to 7% 5. Keep regular posting, at least three, a maximum of six a day.
allowing BC to communicate with our followers. Chats include free flowing discussions and question and answer sessions. - Twitter View : an interview in which the interviewer and the interviewee are limited to short-from responses of 140 characters per message. - Twitter Town Hall : a scheduled forum that allows our followers to submit questions on a specific topic. Responses can be delivered through live tweets, video or live stream. - Live Tweeting : live from an event to highlight key points of a presentation, audience engagement and comments, and play by play moments. No clear call to action, the objective behind our presence on twitter is to converse, to exchange and interact with our followers. Promoting our Teaching centre, Exams, and Projects will be done in subtitle way. Take part in the most discussed issues through the most popular hash tags in Morocco. Dress a list of the most followed people in Morocco and talk directly to them. Ask for their opinions… therefore a regular posting schedule should set up to engage followers. Retweet content from other BC offices, we should develop a strategy for retweeting our partners and most influential followers. The interaction should be done at least four times a day. Twitter DIGITAL PLAN Blogging and Social Media 1. Increase number of followers 2. Boost our engagement rate 3. Keep the discussion going with the most powerful twitter users in Morocco
audience, but keeping one as well. The content we will share on Facebook, Twitter, LinkedIn and Pinterest includes all types of media: Photos, videos, articles…etc, and will be tailor made for each SBU, it also has to be eye-catching content that will allow us to attract internet users to the blog. Therefore we plan on building two types of content : - SBU Marketing content : Different types of digital entries made especially to promote each of the SBUs - Bait content : Attractive content that will attract the internet user in the first place, - Generic content : Events calendar, general information...etc. Below is a general idea of how our the digital content we produce is going to be planned and organized : Type of content SBU Special ESBU - Teachers weekly tips - Students testimanials - Online corporate courses : Ft on linkedin - A page dedicated for corporate - Exam girl xoxo - I HEART IELTS - Success stories started with IELTS - APTIS - Learn English Material - #Employability Project - Artist showcase - Moroccan street fashion by Joseph Ouechen - Moroccan music - Yaani Project Dailies - Martin’s review on education ... SBU Special Arts - Teachers weekly tips - Students testimanials - Online corporate courses : Ft on linkedin - A page dedicated for corporate - Exam girl xoxo - I HEART IELTS - Success stories started with IELTS - APTIS - Learn English Material - #Employability Project - Artist showcase - Moroccan street fashion by Joseph Ouechen - Moroccan music - Yaani Project Dailies - Martin’s review on education ... SBU Special Education - Teachers weekly tips - Students testimanials - Online corporate courses : Ft on linkedin - A page dedicated for corporate - Exam girl xoxo - I HEART IELTS - Success stories started with IELTS - APTIS - Learn English Material - #Employability Project - Artist showcase - Moroccan street fashion by Joseph Ouechen - Moroccan music - Yaani Project Dailies - Martin’s review on education ... SBU Special Society - Teachers weekly tips - Students testimanials - Online corporate courses : Ft on linkedin - A page dedicated for corporate - Exam girl xoxo - I HEART IELTS - Success stories started with IELTS - APTIS - Learn English Material - #Employability Project - Artist showcase - Moroccan street fashion by Joseph Ouechen - Moroccan music - Yaani Project Dailies - Martin’s review on education ... Bait Content - Ali and Lara Live from Rabat - Erin Out and About in Casablanca - Barbara Flicks Police - Rim’s fooding - Game on - Q Box - Nabil Sebti - Lcassetta.com .... - Ali and Lara Live from Rabat - Erin Out and About in Casablanca - Barbara Flicks Police - Rim’s fooding - Game on - Q Box - Nabil Sebti - Lcassetta.com .... Generic content - British Council Morocco general information - Director’s word - British council Values - Child protection... - British Council Morocco general information - Director’s word - British council Values - Child protection... Content DIGITAL PLAN Blogging and Social Media
people like to look at and share images they find compelling, informative, beautiful or instructional. Visual content can be incredibly powerful for The British Council brand and should be an important marketing asset and element to communicate different facets of our organization. Over 80% of pins are repins, which means our exposure will go on autopilot. Pinterest is less Business oriented, the idea is to use this social media purely from a user’s perspective and experience. Pinterest is a social network based on the idea that people like to look at and share images they find compelling, informative, beautiful or instructional. Visual content can be incredibly powerful for The British Council brand and should be an important marketing asset and element to communicate different facets of our organization. Over 80% of pins are repins, which means our exposure will go on autopilot. The objectives here are to: Drive traffic to the blog (and vies versa), Increase brand awareness, and engage powerful brand loyalists. Pinterest is less Business oriented, the idea is to use this social media purely from a user’s perspective and experience. On Pinterest, we will: - Focus on pinning existing visual content first. - Pin images from our Projects pictures database, and our Blog, we should pin and reping. 100% promotion and only pins are usually a turn-off and may come off as being narcissistic, - Spend some time following accounts that are aligned with our core business: Education, English, British Culture, Culture…etc, - Promote our Pinterest account on other social media and of course on the blog. - Create tall pins to maximize our presence and exposure, - Create visual content for useful English learning tips, using the Learn English visual material, - Create a quote board (Pinaquote.com, #DailyDose), - Pin lifestyle images related to The British Council values and mission, - Run some creative contests to promote our existence on Pinterest : - Pin to win it, - Photo contest, - Show us your door in coherence with our Opening Doors brand, We won’t be using Flickr in Morocco, the number of user in our country is very insignificant and doesn’t deserve to invest too much time in promoting an unknown media. Pinterest DIGITAL PLAN Blogging and Social Media 1. Drive traffic to the blog (and vies versa), 2. Increase brand awareness, 3. engage powerful brand loyalists.
part of managing our Linkedin profile and thus reduce the recruitment costs thought a better online visibility. Most of the tools on classic Social Media focus on consumer centric business, and improving communication. We want through our Digital Plan to reach our B2B target as well. LinkedIn seems to be the best alternative. Linkedin DIGITAL PLAN Blogging and Social Media 1. Build a network of 50 companies at least 2. Increase recognition and engagement,
day. 2012, is proving that viral videos can be much more than clips of cats, cute babies, and people hurting themselves in a funny way. In fact, video is a real darling of the marketing world now days. Video offers greater retention and recall - up to five times greater than written words. Another compelling reason for us to pay attention to video: YouTube is the second most popular searchengine by volume. That means our audience is using YouTube for research in addition to Google, This change in behaviour provides us new communication opportunities. Video provides the ultimate storytelling medium: If a picture is worth 1,000 words, then how many words is a 30-second video worth at 30 frames a second? Here are some actions that we will start with to develop our Youtube/ video sharing marketing strategy : - Benchmark : not necessarily the competition, but also some inspiring private companies, - Limit our future video shootings to a duration between 30 and 120 seconds, - Include in all our videos a clear CTA, whether it is an invitation to visit our blog, or to subscribe in our channel, comments, or share, - create still images from our HD videos to use in our Pinterest profile, We should also take into consideration all technical best practices to increase our chances to be found online. We want ideally to generate a bigg buzz over our videos, and go viral. In fact, many companies have tried to promote their business by manufacturing online videos, but they all fall short of their million-view expectations. it is not only luck, there is a real science behind social video marketing. Take a look at one of my favourite viral videos campaign : http://www.youtube.com/watch? v=316AzLYfAzw&feature=player_embedded#! . The lessons we can learn from this campaign are : - Striking curiosity early - Use real people - be cross-cultural - Stay short - Making people smile (laugh), - Taking risks, - Getting noticed. The videos/campaigns we are planning to produce for the next months to come : - One big viral campaign, around Parkour, sports, music and English. For this campaign we will come up with a big, and well-done professional video, but also amateur videos drift around this campaign for promotion and buzz purposes, - Small viral videos : Street Art videos, Interview, VOX micro trottoire... - Intercations videos : conducted by Julian and Lamia to answer our customer’s questions - #Employability videos with Nick - Original youth-oriented debate : we will call MasterClass animated by our director and invite stars in Morocco, - Use the learn English video database to feed in our channel, - The Q BOX : La boite a questions inspired campaign, take a look at : http://www.youtube.com/watch? v=xvYvOrqGLts - Video contest to feature the most viral videos online. Youtube/Vimeo DIGITAL PLAN Blogging and Social Media 1. We will aim for 200 subscribers in the first three months 2. We will expect to reach 2000 views for the first three months 3. We will target an engagement rate of 9%
Imane, Martin, Daniel, Lynda and Robert. Guest writers : Joseph Ouechen, LCasseta, Nabil Sebti, Federate people around the team Communicate on the fact that this is not only a blogging project, but we want to create through this initiative a English speaking online media platform in Morocco, that is branded, known, and that speaks for the British Council in Morocco. That is the reason why, we want people who share this vision, and who, in the long term can take these digital responsibilities seriously into their job description. Federate Branded team: Team picture, A badge to wear around the office, sticker in their office badge Organize hang outs: Monthly dinners…etc Schedule weekly meetings, in a cosy place, café, garden, roof etc… Motivate There are many ways to build a team around a common project, make its member feel concerned and fit in to one body. The digital team of writers and bloggers needs to be regularly motivated to achieve the common goal, which is a shiny but yet lasting presence online. Getting journalists benefits: gold pass to festivals, invitation to happenings, Media recognition…etc. Being considered in the office for the job they’re doing, Promotion of the blog done by the team itself, Try to negotiate deals for the digital team, Organize events and happenings for the team, Negotiate access and gold tickets to cultural events for the team to cover these events, Build visuals around the team: a team photo, friendly emails… Feature one member of the team each month in the blog Provide the members with professional looking framed photos. Risk management: - Dress a waiting list to participate in the blog, to give the team an exclusive aspect, and do have back-up plan for new feeds, - Working harder in creating Impact stories for the Monitoring and Evaluation, and to eventually feed the blog in case of a lack of entries, - To always be informed about happenings (Cultural, sports..etc.) to share with the D Team and to feed the blog, Digital Team DIGITAL PLAN Blogging and Social Media
Marketing Intern assistance will be needed in case the blog score more than 3000 visitors a month. This budget is approximate, and may possibly be subject to changes. Element Estimated cost - Agency fees to design and launch the blog, also include SEO and training 19000 MAD - Hootsuite subscription : 8€ 90 MAD - Print Material to promote the blog: Stickers, Backdrop. 6000 MAD - Launch Event with most poweful people on social Media and Journalists 20000 MAD - Professional Camera (Photos and Videos) 6000 MAD - Professional Photoshoot for the digital team. - 2500 MAD - Monthly events for the digital team. - 1000 MAD - Promote Facebook posts - 1000 MAD - Facebook campaign (Ads) to promote the blog, - 6000 MAD - BIG Twitter Check-in, - 1500 MAD - Competition, Prizes - - - Q BOX material - 5000 MAD Resources DIGITAL PLAN Blogging and Social Media
and Digital Team. These actions are subject to prior agreement in order to proceed with an effective planning. April April April April May May May May June June June June July July July July August August August August Sept Sept Sept Sept blog Launch Event blog Launch Event Blog going online Blog going online Parkour Viral Campaign Parkour Viral Campaign Parkour Viral Campaign Parkour Viral Campaign Parkour Viral Campaign Parkour Viral Campaign Facebook agenda set up Facebook agenda set up Twitter get- together Twitter get- together Twitter get- together Foursquare stickers printed Foursquare stickers printed Print material Print material Promote Tweets Promote Tweets Promote Tweets Promote Tweets Promote Tweets Promote Tweets Facebook Promotion Facebook Promotion Facebook Promotion Facebook Promotion Facebook Promotion Facebook Promotion Facebook Promotion Facebook Promotion Youtube Interactions videos Youtube Interactions videos Youtube Interactions videos Youtube Interactions videos Youtube Interactions videos Youtube Interactions videos Youtube Interactions videos Youtube Interactions videos Youtube Interactions videos Youtube Interactions videos Digital Team meeti ng Digital Team meeti ng Digital Team meeti ng Digital Team meeti ng Digital Team meeti ng Digital Team meeti ng Digital Team meeti ng Digital Team meeti ng Digital Team meeti ng Pinterest Contests Pinterest Contests Pinterest Contests Linkedin Meeting with the HR Team Linkedin Meeting with the HR Team Linkedin Meeting with the HR Team Digital Team Photoshoot Digital Team Photoshoot Timescale Agenda DIGITAL PLAN Blogging and Social Media
our online performance. This Dashboard will include insights from Facebook, Twitter, Pinterest, Youtube, Linkedin and the Blog, and will be sent to the region digital team on a monthly basis. For figures and metrics we will use: Blog: Wordpress reports and figures Facebook Insights With Insights we can see how our posts are performing LinkedIn Page Insights to see critical data including page views, page visitor demographics and unique visitors. Twitter Counter This tool allows us to see the performance of our Twitter account, as well as how our tweets are performing. PinReach This tool provides analysis of our Pinterest account including repins, likes and followers. For qualitative evaluation: We will use online focus groups, Brand marketing study, and/or outsource a study to a third party. We will also use Measuring techniques in Conjunction with our Marketing Goals Evaluation Monitoring DIGITAL PLAN Blogging and Social Media
supership
400f
tcmktdev
komassy
k_takashiro
amazia200910
kakehashi
helloinc
so_kotani
.png){kind=icon}
newmo
utrad
pineapplecandy
geoffreycrofte
lemiorhan
destraynor
jonyablonski
malarkey
csswizardry
orderedlist
jmmastey
soudai
kneath
tammyeverts
keavy
