Building Blocks of a     Successful Social Strategy     Angela Connor; Senior Vice President, Group Director     November ...
WHAT TO EXPECT  •   I pledge to be:       •   Candid       •   Insightful       •   Passionate       •   Helpful          ...
Agenda  AGENDA TOPIC                                                 TIME  What we know                                   ...
Social Media is not a fad. It’s a fundamental shift in the way we communicate.Angela Connor   Twitter: @communitygirl   #c...
What We Know  •   Social is augmenting every communications touch point in      every company.  •   You must prove ROI. It...
What We Know  •   You have limited resources for ongoing content creation.  •   There‟s possibly a struggle to strike a ba...
A few words about    StrategyAngela Connor   Twitter: @communitygirl   #capstratsocial
• “Strategy is actually very    straightforward. You pick a general    direction and implement like hell!”                ...
There is only                                 ONE DirectionAngela Connor   Twitter: @communitygirl   #capstratsocial
Align goals with your businessIntegrate internallyFind your target audienceProvide value and engageMeasure what matters
What are your goals?  •   Thought leadership                  •   Increase media coverage  •   Generate leads             ...
Angela Connor   Twitter: @communitygirl   #capstratsocial
Align goals with your BusinessIntegrate internallyFind your target audienceProvide value and engageMeasure what matters
From Centralized to Decentralized:                 Corporate               Communications                Marketing and    ...
Don’t fight over who “owns” social  •Angela Connor      Twitter: @communitygirl   #capstratsocial
Align goals with your BusinessIntegrate internallyFind your target audienceProvide value and engageMeasure what matters
Twitter Example  •   If Radiologists are your target audience…                                                Find them, a...
TwitterAngela Connor   Twitter: @communitygirl   #capstratsocial
Twitter ExampleAngela Connor       Twitter: @communitygirl   #capstratsocial
Identify Hashtags and Relevant Tweetchats (Human Resources)  •   #HR                                      •   #leadfromwit...
Facebook ExampleAngela Connor        Twitter: @communitygirl   #capstratsocial
Align goals with your businessIntegrate internallyFind your target audienceProvide value and engageMeasure what matters
Guiding Principles•    Focus on the members. It is a must that you have content that draws     people in and keeps them co...
Guiding Principles•    Focus on the members. It is a must that you have content that draws     people in and keeps them co...
Guiding Principles•    Focus on the members. It is a must that you have content that draws     people in and keeps them co...
Guiding Principles•    Focus on the members. It is a must that you have content that draws     people in and keeps them co...
Guiding Principles•    Focus on the members. It is a must that you have content that draws     people in and keeps them co...
• Existing content can be used and reused.            • Recycle, Repurpose, Remix•Angela Connor     Twitter: @communitygir...
Purposefully Repurpose Content•    Shorten blog posts for newsletters•    Create tweets based on press releases•    Turn i...
Live-tweeting - From Mars!!!Angela Connor                Twitter: @communitygirl   #capstratsocial
Align goals with your businessIntegrate internallyFind your target audienceProvide value and engagementMeasure what matters
There are at least 100 ways to measure                social media    Source: http://www.wordle.net/show/wrdl/1627716/100_...
97% may not apply to you!                                                  Read the full list                             ...
Capstrat’s Analytics FrameworkAngela Connor               Twitter: @communitygirl   #capstratsocial
Capstrat’s Analytics FrameworkAngela Connor               Twitter: @communitygirl   #capstratsocial
Capstrat’s Analytics Framework - SampleAngela Connor               Twitter: @communitygirl   #capstratsocial
Social Marketing Can Have Branding Equivalents                 Brand Metric                          Social Equivalent    ...
Parting Thoughts  •   You can build it. They probably won‟t come.  •   Engagement is hard ongoing work.  •   There‟s a nev...
Resources  •   Followerwonk – Twitter Analytics             Slide 17  •   Advertise on Facebook                        Sli...
Resources Questions?Angela Connor   Twitter: @communitygirl   #capstratsocial
Thank You!Building Blocks of a SuccessfulSocial StrategySend feedback to:aconnor@capstrat.comAngela Connor      Twitter: @...
Upcoming SlideShare
Loading in...5
×

Building Blocks for a Successful Social Strategy

569

Published on

You’re in the midst of 2013 planning, and you know you need a thoughtful social strategy that lines up with your business goals. Cue Capstrat SVP/Group Director Angela Connor, a nationally recognized author and blogger, with a live webinar sharing best practices for developing smart strategies and integrating social across your organization.

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
569
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Introduce myself I know that you are all giving up an hour of your day so my goal is to make it worth your while. I know that experience levels vary but I do hope to provide something for everyone. First, I’d like to tell you what you can expect from me. All I ask in return is an open mind, a few tweets here and there if something resonates and discussion and debate at the end. If you are unfamiliar with the pink woman at the bottom, that is Little Miss Wonderful. She is part of a series of books that my 7-year-old daughter loves, and I will aspire to be like her today.
  • Here is the agenda. I will do my best to stick to it and move things along so that we have time for questions. There’s roughly 40 minutes baked in for the presentation and 15 for Q and A.
  • These issues may or may not apply to you…ROI is the topic of the quarter, if not the year and it will continue to be an issue. When you’re asked about it, you need to have an answer. And the only way to do that is to measure what matters. And what matters are the goals. Internal integrationAn audit of a big brand found that they had more than 300 social media accounts across numerous departments. They were all owned and created by employees who just decided it was the right thing to do. Not sure about this Don’t fight over who “owns” it. Work together. Goal and purpose for EACH platform If you don’t know WHY you’re on _______, figure it out and act accordingly.Take content marketing seriously. Create an editorial calendar. Social is augmenting every single communications touchpoint in every company.
  • These issues may or may not apply to you…ROI is the topic of the quarter, if not the year and it will continue to be an issue. When you’re asked about it, you need to have an answer. And the only way to do that is to measure what matters. And what matters are the goals. Internal integrationAn audit of a big brand found that they had more than 300 social media accounts across numerous departments. They were all owned and created by employees who just decided it was the right thing to do. Not sure about this Don’t fight over who “owns” it. Work together. Goal and purpose for EACH platform If you don’t know WHY you’re on _______, figure it out and act accordingly.Take content marketing seriously. Create an editorial calendar. Social is augmenting every single communications touchpoint in every company.
  • There’s no secret sauce.
  • I am telling you today, that if that direction isn’t one that aligns with your company goals, you are going the wrong way. On the path to nowhwere. Will soon be up a creek without a paddle.
  • There is only one direction- and that has to do with your goals. If it is not aligned, it doesn’t make sense. There will be no story to tell.
  • Goal of a health department in the State of Utah: What we do: Ensure Salt Lake County is healthy through:- promotion of healthy lifestyles and the prevention of chronic diseases such as obesity,Once your goal is established, you essentially have a litmus test. This helps you make decisions. Does Pitnerest allow us to do that? Can we think if a way to do it with Pinterest? If not, fine.
  • If you already know what your goals are, jot them down. If not, take a first stab and revisit later.
  • There are multiple touchpoints for a coat to be in the closer. Also, multiple entry notes for socia into an integrate feelin l Now, all multi-laveralpHve you trei
  • Stop fighting over who owns social. The truth of the matter is – Social touches every communications touchpoint of the organization. Work together to identify thought leaders and common objectives. Create best practices for the rest of the organizationIf monitoirng, share your findings. Don’t hold it all in one area of the companyDoing social – you ned to understand web traffic.
  • Walk through an example of finding your audience on twitter.
  • Reviewing one twitter account led me to a few interesting lists. Here is one on diagnotic Imaging, so I forage through and follow as I see fit, or subscribe to the list.
  • Let’s say you want to find people interested in Human Resources. This is a list of popular hashtags used by HR pros. #CES for a technology and electronics show held every year in January while #USGuys is a marketing community on Twitter.  Many of us mix between the two worlds as HR and recruiting have many similarities to marketing and PR.
  • Let’s say I want to find out where they are on Facebook. Well, I can walk through the ad creation process.
  • When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Case studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
  • When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Case studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
  • When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Case studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
  • When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Case studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
  • When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Move on with an intro to contentCase studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
  • Now I want to move on to content and what I call the three R’s. Repurpose, Recycle and Remix. .
  • Existing content can be used and reused. It will always be new to someone. Showcase user-generated content. The well is never dry when you find ways to breathe new life into archives and take a different approach. Talk about socializing content
  • If this guy can live tweet the journey to Mars. Surely you can live tweet from an event or XXXXXX…We often say “You never know where Twitter will take you,” but here’s one that (almost) defies imagination. Last night, we saw that NASA’s Jet Propulsion Laboratory (@NASAJPL) was live-tweeting the journey to Mars. As Curiosity, the car-sized rover, made its descent onto the Red Planet, the #JPL team shared Twitter updates directly from the command center. And that stream reveals a truly remarkable and historic sequence of events:Just turned off the uplink signal - the spacecraft will operate autonomously through landing. Take care Curiosity. Godspeed. #msl#jpl#nasa— Bobak F. (@tweetsoutloud) August 6, 2012Right now #CUriosity has transitioned to #EDLmode.This means her fault protection has been battle shorted, and she is going in.— Adam Steltzner (@steltzner) August 6, 2012Curiosity is about to vent the cruise stage part of its cooling system in prep for separation #MSL— Ray Baker (@RaySBaker) August 6, 2012No comment needed. Entry minus 3 minutes. #MSL#EDLtwitter.com/LeeCuriosity/s…— Steven Lee (@LeeCuriosity) August 6, 2012And then, after the "seven minutes of terror", in the words (and through the eyes) of the Curiosity rover itself:It once was one small step... now it's six big wheels. Here's a look at one of them on the soil of Mars #MSLtwitter.com/MarsCuriosity/…— Curiosity Rover (@MarsCuriosity) August 6, 2012This monumental scientific achievement quickly inspired an Twitter outpouring of awe, pride, and even a dash of levity:At the historic landing of @marscuriosity at @nasajpl last night. What an accomplishment! #MSLtwitter.com/RepKarenBass/s…
  • Lindsay – Can we tailor this so that it is AICPA specific just to give them an idea?
  • You have to read the Pew reports. Know what a digital nomad is.
  • Building Blocks for a Successful Social Strategy

    1. 1. Building Blocks of a Successful Social Strategy Angela Connor; Senior Vice President, Group Director November 1, 2012Angela Connor Twitter: @communitygirl Hashtag: #capstratsocial
    2. 2. WHAT TO EXPECT • I pledge to be: • Candid • Insightful • Passionate • Helpful Angela Connor: aconnor@capstrat.com • Funny • EnlighteningAngela Connor Twitter: @communitygirl #capstratsocial
    3. 3. Agenda AGENDA TOPIC TIME What we know 5 minutes Aligning social goals with overall business goals 10 minutes Internal integration 10 minutes Finding your target audience 10 minutes Guiding principles for engaging communities 5 minutes Questions 15 minutesAngela Connor Twitter: @communitygirl #capstratsocial
    4. 4. Social Media is not a fad. It’s a fundamental shift in the way we communicate.Angela Connor Twitter: @communitygirl #capstratsocial
    5. 5. What We Know • Social is augmenting every communications touch point in every company. • You must prove ROI. It is a big deal and the pressure is growing. • Internal integration doesn‟t come easy. There are many moving parts. Efforts can be disjointed. • Your company or brand may have accounts across every social platform known to man, with no idea why.Angela Connor Twitter: @communitygirl #capstratsocial
    6. 6. What We Know • You have limited resources for ongoing content creation. • There‟s possibly a struggle to strike a balance between “pushing messages” and providing value. • You may have gone down the wrong path, and need to regroup. • Interns do use social media for personal use, but that does not translate to business.Angela Connor Twitter: @communitygirl #capstratsocial
    7. 7. A few words about StrategyAngela Connor Twitter: @communitygirl #capstratsocial
    8. 8. • “Strategy is actually very straightforward. You pick a general direction and implement like hell!” • -Jack Welch • •Angela Connor Twitter: @communitygirl #capstratsocial
    9. 9. There is only ONE DirectionAngela Connor Twitter: @communitygirl #capstratsocial
    10. 10. Align goals with your businessIntegrate internallyFind your target audienceProvide value and engageMeasure what matters
    11. 11. What are your goals? • Thought leadership • Increase media coverage • Generate leads • Fan engagement and • growth • Raise awareness • Educate on an unknown • Drive traffic to website/blog topic • Promote events • Change behaviors or move people to action • Increase sales • Connect with a particular population • Engage with customersAngela Connor Twitter: @communitygirl #capstratsocial
    12. 12. Angela Connor Twitter: @communitygirl #capstratsocial
    13. 13. Align goals with your BusinessIntegrate internallyFind your target audienceProvide value and engageMeasure what matters
    14. 14. From Centralized to Decentralized: Corporate Communications Marketing and “Expect that social media will be Sales integrated into every part of business – a cross-pollination of individuals, strategies, engagement topics and conversations that address the diverse Customer Service needs of a diverse stakeholder base.” -Forbes HR and RecruitingAngela Connor Twitter: @communitygirl #capstratsocial 14
    15. 15. Don’t fight over who “owns” social •Angela Connor Twitter: @communitygirl #capstratsocial
    16. 16. Align goals with your BusinessIntegrate internallyFind your target audienceProvide value and engageMeasure what matters
    17. 17. Twitter Example • If Radiologists are your target audience… Find them, and follow them.Angela Connor Twitter: @communitygirl #capstratsocial
    18. 18. TwitterAngela Connor Twitter: @communitygirl #capstratsocial
    19. 19. Twitter ExampleAngela Connor Twitter: @communitygirl #capstratsocial
    20. 20. Identify Hashtags and Relevant Tweetchats (Human Resources) • #HR • #leadfromwithin • #Tchat • #TNLive • #leadership • #in • #FF • #healthcare • #HFchat • #HRTechChat • #dthr • #HRtech • #Diversity • #management • #SHRM • #recruiting • #jobs • #USGuys • #CES • #career • #job • #NextChat • #businessAngela Connor Twitter: @communitygirl #capstratsocial
    21. 21. Facebook ExampleAngela Connor Twitter: @communitygirl #capstratsocial
    22. 22. Align goals with your businessIntegrate internallyFind your target audienceProvide value and engageMeasure what matters
    23. 23. Guiding Principles• Focus on the members. It is a must that you have content that draws people in and keeps them coming back. User-experience is a key component.•Angela Connor Twitter: @communitygirl #capstratsocial
    24. 24. Guiding Principles• Focus on the members. It is a must that you have content that draws people in and keeps them coming back. User-experience is a key component.• Provide value. Give participants information they can‟t find elsewhere. Educate them. Help solve their problems. Provide insight on topics they care about.•Angela Connor Twitter: @communitygirl #capstratsocial
    25. 25. Guiding Principles• Focus on the members. It is a must that you have content that draws people in and keeps them coming back. User-experience is a key component.• Provide value. Give participants information they can‟t find elsewhere. Educate them. Help solve their problems. Provide insight on topics they care about.• Listen and respond. Be present. Find out what they like and don‟t like and do something about it. Be open. Ask for opinions and feedback. Respect your members.•Angela Connor Twitter: @communitygirl #capstratsocial
    26. 26. Guiding Principles• Focus on the members. It is a must that you have content that draws people in and keeps them coming back. User-experience is a key component.• Provide value. Give participants information they can‟t find elsewhere. Educate them. Help solve their problems. Provide insight on topics they care about.• Listen and respond. Be present. Find out what they like and don‟t like and do something about it. Be open. Ask for opinions and feedback. Respect your members.• Repurpose and remix. Existing content can be used and reused. It will always be new to someone. Showcase user-generated content. The well is never dry when you find ways to breathe new life into archives and take a different approach.•Angela Connor Twitter: @communitygirl #capstratsocial
    27. 27. Guiding Principles• Focus on the members. It is a must that you have content that draws people in and keeps them coming back. User-experience is a key component.• Provide value. Give participants information they can‟t find elsewhere. Educate them. Help solve their problems. Provide insight on topics they care about.• Listen and respond. Be present. Find out what they like and don‟t like and do something about it. Be open. Ask for opinions and feedback. Respect your members.• Repurpose and remix. Existing content can be used and reused. It will always be new to someone. Showcase user-generated content. The well is never dry when you find ways to breathe new life into archives and take a different approach.• Make it easy for everyone. Membership is the goal but lurkers matter. It could take months for a participant to actually join a community. Provide some content that doesn‟t require membership and encourages conversion. •Angela Connor Twitter: @communitygirl #capstratsocial
    28. 28. • Existing content can be used and reused. • Recycle, Repurpose, Remix•Angela Connor Twitter: @communitygirl #capstratsocial
    29. 29. Purposefully Repurpose Content• Shorten blog posts for newsletters• Create tweets based on press releases• Turn internal training documents into blog posts for the intranet• Reuse infographic content• Rewrite or refresh older content or write a “Best-of list”• Turn an interview into a pithy „Q and A‟• Extract content from blog posts for Facebook and Twitter.• Use sales collateral and web copy• Transcribe podcasts and videos – Use content elsewhere• •Angela Connor Twitter: @communitygirl #capstratsocial
    30. 30. Live-tweeting - From Mars!!!Angela Connor Twitter: @communitygirl #capstratsocial
    31. 31. Align goals with your businessIntegrate internallyFind your target audienceProvide value and engagementMeasure what matters
    32. 32. There are at least 100 ways to measure social media Source: http://www.wordle.net/show/wrdl/1627716/100_ways_to_measure_social_media Read the full list bit.ly/100waysAngela Connor Twitter: @communitygirl #capstratsocial
    33. 33. 97% may not apply to you! Read the full list bit.ly/100waysAngela Connor Twitter: @communitygirl #capstratsocial
    34. 34. Capstrat’s Analytics FrameworkAngela Connor Twitter: @communitygirl #capstratsocial
    35. 35. Capstrat’s Analytics FrameworkAngela Connor Twitter: @communitygirl #capstratsocial
    36. 36. Capstrat’s Analytics Framework - SampleAngela Connor Twitter: @communitygirl #capstratsocial
    37. 37. Social Marketing Can Have Branding Equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views Consideration Engagement Polls Community members Competition entries Time Spent Favorability Shares/ Forwards “Like”/ “Favorite” Positive blog coverage, comments Content creation Conversion New membership Membership renewal Competition entry Loyalty ReferralAngela Connor Twitter: @communitygirl #capstratsocial
    38. 38. Parting Thoughts • You can build it. They probably won‟t come. • Engagement is hard ongoing work. • There‟s a never-ending need for good quality content. • An editorial calendar is the ultimate planning tool. • Likes, fans and followers are no longer true success metrics. • We must understand consumer behavior. • Communities don‟t grow overnight. • Social efforts must be unified internally.Angela Connor Twitter: @communitygirl #capstratsocial
    39. 39. Resources • Followerwonk – Twitter Analytics Slide 17 • Advertise on Facebook Slide 21 • Bobak F. -Tweeting NASA Flight Director Slide 30 • 100 Ways to Measure Social Media Slide 32Angela Connor Twitter: @communitygirl #capstratsocial
    40. 40. Resources Questions?Angela Connor Twitter: @communitygirl #capstratsocial
    41. 41. Thank You!Building Blocks of a SuccessfulSocial StrategySend feedback to:aconnor@capstrat.comAngela Connor Twitter: @communitygirl #capstratsocial

    ×