I deliver bespoke, one-day seminars, that help organisations understand social media as a business process that will create measurable improvements in business performance. The output of these seminars is:
- A totally new way of understanding social media
- An action plan that can be implemented immediately.
I call this advanced, or stage two, social media training. Click here and you can download the full story as an Infographic, otherwise, read on.
Why advanced? Why stage two (and what was stage one)?
My experience of working with organisations over the last seven years is that the social media journey goes something like this:
Stage one: tools
This is where the focus is on the tools (mostly Facebook, Twitter and blogs) and how to use them as new channels to reach customers or consumers. As with traditional media, we assume that the objective is to maximise the usage or reach of these channels and that the best way to do this is by producing lots of stuff and the content or activity which creates the most engagement, or scores the highest reach, gets awarded the ROI prize.
Stage two: destination
Then someone points out an awkward fact: simply measuring (and increasing) engagement is not the basis for defining a return on investment – unless you can show how all this engagement actually benefits the business. The inability to establish this link forces an organisation to shift from seeing usage of the tools as the objective to focusing on achieving measurable improvements in business performance. Key to doing this is understanding social media as a business process, rather that a set of communications outputs. It is not about trying to engage audiences, it is about identifying and responding to individuals – mostly actual or potential customers.
Stage three: scale
This is where the organisation takes what it has learned from stage two and rolls these processes out across the whole business. A social business process becomes integrated into all business systems and the challenge becomes framed by how you change the business, not by how you change communications.
My focus is on managing the transition from stage one to stage two. Knowing if you are ready to take this step is not dependent on the size of your organisation or the length of time you have been ‘doing’ social media. It is only dependent on a realisation that you can’t justify, in terms that the CEO of finance director would appreciate, why you actually have a Facebook page or Twitter account (or maybe even why you should set up these in the first place).
Each seminar costs £1,500 (€1,800) and I am sure you will see it as money well spent. However, don’t take my word for it, take these people’s words:
Richard’s ability to communicate his knowledge so effectively meant our team came away from the session finally understanding the full benefits of using social media and a very clear plan of how to move forward.
Senior Communications Officer,
Preston City Council
Richard’s work is great, it helps our clients understand how to use social media, but also how to make it complement traditional broadcast media.
Alison PageDirector of Client & Category Development,Global Radio
Our session with Richard helped us understand how to focus our digital activity on the areas where we could actually achieve measurable and positive outcomes.
Digital Media Manager
Biersdoff CEE (Nivea)
I have always had suspicions that many brands haven’t yet worked out how to use social media effectively. Richard’s work has shown me why I was right to have those suspicions.
Director, European Association
of Communications Agencies
If you are want to talk to me about creating a seminar for your own organisation, drop me a line at firstname.lastname@example.org