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Chicago Community Trust Grantees Training on Social Media Planning
 

Chicago Community Trust Grantees Training on Social Media Planning

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Here are some of the tools we talked about in our session: ...

Here are some of the tools we talked about in our session:

Social Bookmarking and organizing the web
http://delicious.com/
http://pinterest.com/

Social dashboards and analytics
http://touchgraph.com/seo
http://sproutsocial.com/
http://hootsuite.com/
http://www.radian6.com/
http://www.peoplebrowsr.com/
http://www.google.com/analytics/

Exploring
http://mashable.com/
http://www.bethkanter.org/
http://www.radian6.com/
http://technorati.com/

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  • Introduction Demetrio Maguigad
  • Preparing for the dance Understanding the dynamics of the dance Niche groups Listening and engagement
  • Creating an online communications strategy by developing a social media policy and plan of action Example of problem and developing strategy: Strategy Center LA
  • Creating an online communications strategy by developing a social media policy and plan of action Example of problem and developing strategy: Strategy Center LA
  • Identify the problem first, develop a plan and then acquire the appropriate tools
  • Don’t go to the hardware store first – ending up spending unnecessary time acquiring the wrong or inefficient tools
  • Strategies & tactics encompass the learning and use of tools and providing the time to reach the goals.
  • Preparing for the dance Understanding the dynamics of the dance Niche groups Listening and engagement
  • Introduction Demetrio Maguigad

Chicago Community Trust Grantees Training on Social Media Planning Chicago Community Trust Grantees Training on Social Media Planning Presentation Transcript

  • taking your social media to the next level Demetrio P. Maguigad Community Media Workshop 312-369-6400 [email_address] Follow on Twitter @dmaguigad & @npcommunicator http://www.communitymediaworkshop.org
  • introduction
    • Gaining a perspective on Social Media
    • Who’s online and how are they engaging?
    • Developing a Social Media Plan
    • Discussion
  • 4 basic online communications goals
    • to inform audiences
    • to educate audiences
    • to persuade audiences
    • to entertain audiences
  • social media It’s kind of like…
  •  
  • It’s all about developing meaningful relationships by engaging audiences through conversations
  •  
  • online users: tools categorized by people’s actions
    • people creating: blogs, podcasts, videos
    • people connecting: social networks
    • people collaborating: wiki’s, crowd sourcing
    • people reacting: reviews, liking, digging
    • people accelerating consumption: sharing, aggregating, RSS feeds
  • online users: technographics & categories
    • creators
    • conversationalists
    • critics
    • collectors
    • joiners
    • spectators
    • In-actives
    } influencers organizers { } majority
  • online users: U.S. technographics averages *Forrester Research, Forrester Consumer Data
  • developing a social media policy & plan
  • social media policy
  • Social Media Policy
    • identifies organization culture & voice
    • anticipates audience engagement
    • sets guidelines for online engagement
    • preventing and responding to crisis
    • define what you can and can not control
  • Control Some Control No Control Website Blog Mission Brochures Policies … things we create in house Employees/Staff Comments on our blog Facebook Page Twitter Accounts Search … things we can participate and have some influence Competitors Comments on other blogs Reviews on other sites Reactions or responses to services, products or brand … things we need to respond to
  • social media plan
  • how do you fix a broken sink ?
  •  
  • Social Media Planning
    • people: what are they ready for? where are they? what level of engagement are they at?
    • objectives: what do you want to do to achieve your goals? what will be accomplished?
    • strategies: what will change and how? what is the process?
    • technology, tools & tactics: what are the best tools to help you get there?
    • outcomes & analysis: what will be measured? what are the indicators of change or success?
  • Social Media Planning: People
    • Develop an analysis of targeted audiences.
    • Identify audience use of technology.
    • Develop engagement decisions based on analysis and impact level to define your objectives.
  • Social Media Planning: Objectives
    • Establish your objectives & goals.
    • Identify what it is you want to do ( to conduct research , to create market buzz , inform and sell products , provide support to customers , develop and improve products and services )
  • Social Media Planning: Strategies
    • Identify the process ( listening for research, conversing to create market buzz, rally key fans, nurture a community, include customers to improve products )
    • Identify what it is you want to change if you are successful with your objectives--impact.
    • Identify how you will measure these changes.
    • Learn to adapt to changes in the process.
  • Social Media Planning: Technology &Tactics
    • Identify the tools needed to communicate, engage and measure your success.
    • Identify how the tools will be used.
  • Listening & Monitoring strategy: Collecting info and insights through conversations Conversing & Buzz strategy: Building relationships by creating and participating in conversations--direct engagement Energizing Supporters strategy: Rallying key supporters towards an action or cause Sustainability strategy: Allowing supporters to help each other Nurturing A Community: Building authority Key Strategies: Investing Tools & Time tools time
  • Social Media Planning: Outcomes & Analysis
    • Lastly, collect data, information & insights.
    • Analyze and measure them against your objectives, goals & impact.
    • Adapt or accept changes.
  • Social Media Planning: Outcomes & Analysis www.touchgraph.com/seo
  • Social Media Planning: Outcomes & Analysis Audience Data collected from Twitter & Facebook www.sproutsocial.com
  • Audience Profile Female, 25-34 Twitter Users Female, 35-44 Facebook Users http://www.forrester.com/empowered/tool_consumer.htm
  • Social Media Planning: Outcomes & Analysis Activity Data collected from Twitter & Facebook www.sproutsocial.com
  • Social Media Planning: Outcomes & Analysis www.sproutsocial.com
  •  
  • Wrapping Up
    • 4 Basic Goals of Online Communicating
    • Social Web and the High School Dance
    • Audiences Using Technology & the Web
    • Social Media Policy: Taking Control of Online Communications
    • Planning and Developing Your Strategy
    • Outcomes and Analysis
  • Q + A discussion
  • taking your social media to the next level Demetrio P. Maguigad Community Media Workshop 312-369-6400 [email_address] Follow on Twitter @dmaguigad & @npcommunicator http://www.communitymediaworkshop.org