Orion Resource Group - Communications Center Training

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  • 1. Leveraging  The  Orion  Resource  Group  Communications  Center  to  Achieve  Your  Business  Objectives  Best  Practices  May  8,  2013  
  • 2. Topics  §  Members  Share  Business  Objectives  §  Social  Media  /  Internet  Content  Sharing  is  King  §  Best  Practices  for  the  Orion  Communications  Center  §  Achieving  Your  Business  Objectives  Ê  Give  your  business  a  voice  Ê  Increase  visibility  for  your  business  Ê  Create  a  repository  of  curated  content  that  is  important  and  relevant  to  your  industry  Ê  Broaden  your  network  of  referral  sources  Ê  Establish  yourselves  as  a  thought  leader  in  your  industry  Ê  Other  ideas  §  Orion  Communications  Center  Challenge  2
  • 3. Social  Media  /  Internet  Content  Sharing  -­‐  The  Numbers  Rock!  §  Facebook:  1,000,000,000  active  users    §  Twitter:  175,000,000  active  users  §  LinkedIn:    150,000,000  registered  users  §  Pinterest:    8,000,000  active  users  §  Blogs:  346,000,000  people  read  blogs  every  day  §  YouTube:  800,000,000  unique  visitors  last  month  §  Forums:  300,000,000  monthly  users  3
  • 4. Demographics  -­‐  Facebook  §  86%  of  Facebook  users  are  age  25  and  older  §  81%  have  some  college  education  or  bachelors/graduate  degree  §  58%  earn  $50,000  or  more  4
  • 5. Demographics  -­‐  Twitter  §  81%  of  people  on  Twitter  are  age  25  and  older  §  83%  have  some  college  education  or  bachelors/graduate    degree  §  47%  earn  $50,000  or  more  5
  • 6. Communications  Center  Best  Practices    §  Rick  Baue  –  How  to  use  the  Orion  Communications  Center  6
  • 7. Communications  Center  Best  Practices  §  Write  interesting  and  relevant  posts,  this  will  encourage  readers  to  engage  with  your  posts  §  Start  With  An  Engaging  Opener  –  something  that’ll  ignite  the  reader’s  curiosity,  motivate  their  thought  process  and  get  them  engaged.  Make  your  opener  funny,  insightful,  witty  and  outrageous  if  need  be.  §  Write  in  your  speaking  voice,  as  though  you’re  chatting  with  friends.    §  Make  the  content  graphically  vivid  -­‐  Paint  a  picture  with  your  words,  and  draw  people  into  the  scene  you’re  painting.  §  Provide  a  Conclusion  –  sum  up  the  essence  of  your  article  in  a  short  conclusion.  Your  conclusion  should  ideally  tie  up  your  points  together  and  provide  a  short  glimpse  of  what  the  article  is  all  about.  7
  • 8. Communications  Center  Best  Practices  §  Typically  blog  posts  that  are  original  content  range  from  300  to  500  words.      §  Always  include  a  catchy,  relevant  image  with  your  post  §  Images  should  be  obtained  from  “royalty-­‐free”  or  “creative  commons”    image  sites  8
  • 9. Communications  Center  Best  Practices  §  Pose  Engaging  Questions  -­‐  At  the  end  of  a  post,  pose  a  brain-­‐stimulating  question.    §  Get  other  members  to  offer  tips  -­‐  It  could  be  a  problem  that  you’re  facing,  or  something  your  customer  is  facing.    §  Provide  useful  information  that  people  won’t  get  elsewhere  (or  at  least  not  as  quickly)  §  Post  best  practices  articles,  tips,  resources,  etc.  §  Respond  to  comments  §  Use  Communications  Center  as  a  platform  for  announcing  news  in  the  industry,  related  businesses,  promotions,  events,  etc.  9
  • 10. Content  for  the  OCC  Home  Pages  §  There  are  2  home  pages  –  one  that  the  public  sees  and  one  that  only  members  see  §  Content  for  each  of  these  home  pages  will  be  selected  on  a  rotating  basis  from  posts  submitted  by  members.    At  first,  we  will  select  from  whatever  member  posts  have  been  submitted  and  promote  them  to  the  home  pages  §  Once  we  have  a  higher  volume  of  content,  posts    for  the  home  page  will  be  selected  from  member  posts,  but  we’ll  also  look  to  have  varied  points  of  view/angles  on  the  posts  such  as:  Ê  Member  Spotlight  -­‐  highlight  one  member,  brief  bio  and  accomplishments  Ê  Member  Education  post  -­‐  e.g.,  resource  website,  book,  online  training  opportunities,  etc.  Ê  Industry  News  Ê  Member  Event  -­‐  promote  upcoming  event  or  images  from  prior  event  Ê  Video  Post  -­‐  curated  from  videos  posted  by  members  Ê  Editorial  Post    -­‐  e.g.,  member  commenting  on  relevant  industry  topic  Ê  Tips  and  Advice  -­‐  e.g.,  10  ways  to  evaluate  a  home  care  provider  Ê  Innovation  -­‐  e.g.,  interesting  iPad  app,  etc.  10
  • 11. Achieving  Your  Business  Objectives  by  Using  the  Communications  Center  §  Give  your  business  a  voice  §  Increase  visibility  for  your  business  §  Create  a  repository  of  curated  content  that  is  important  and  relevant  to  your  industry  §  Broaden  your  network  of  referral  sources  §  Establish  yourself  as  a  thought  leader  in  your  industry  §  Other  ideas  11
  • 12. Business  Objectives  for  Using  the  Communications  Center  Shared  by  Attendees  at  5/8/13  Session  §  Grow  business  §  Do  own  sourcing  of  member  connections  and  information  without  having  to  call  Henry  §  Pilot  social  media  in  a  safe,  secure  and  friendly  environment  with  Orion  constituents  §  Build  a  linkage  between  Orion’s  brand  and  member’s  brand.    Look  to  leverage  that  bond  once  the  OCC  opens  up  feeds  to  other  social  media  channels  12
  • 13. Give  Your  Business  a  Voice  §  Write  a  blog  post  –  humanize  your  business  and  show  its  personality  §  Guest  post  on  other  relevant  blogs  -­‐  a  great  way  to  get  your  business  out  there  §  Repost  your  blog  posts  in  the  Communications  Center  -­‐  a  perfect  way  to  distribute  your  content  more  widely  §  Use  the  Communications  Center  as  your  blog  if  you  don’t  have  one  13
  • 14. 14You  can  add  your  own  article  
  • 15. 15
  • 16. 16
  • 17. Increase  Visibility  for  your  Business  §  Post  on  your  Facebook  business  page  to  spread  your  message  and  your  logo  across  people’s  newsfeed  §  Post  on  other  blogs  and  forums-­‐    provides  you  an  opportunity  to  extend  the  reach/visibility  of  your  brand  §  Post  important  updates  about  your  business  to  the  Communications  Center  that  you  think  may  be  of  interest  to  other  members  §  Post  images  after  events  that  your  business  participated  in  17
  • 18. 18
  • 19. Create  a  Repository  of  Good  Content  §  Post  great  quality  articles  that:  Ê  Answer  industry  questions  Ê  Contain  industry  news  Ê  Provide  how-­‐to  based  content  Ê  Encourage  readers  to  comment  19
  • 20. Create  a  Repository  of  Good  Content  §  Provide  information  that  helps  your  target  audience  in  a  quick,  easy-­‐to-­‐use  format  §  Twitter  and  LinkedIn  are  great  channels  for  distributing  articles  written  by  others  §  The  Communications  Center  is  a  perfect  place  for  sharing  relevant,  informative  articles  that  you  have  found  with  other  members  20
  • 21. 21
  • 22. Broaden  Your  Referral  Network  §  Connecting  with  others  through  LinkedIn  Groups,  participating  in  Forums,  etc.,  is  a  great  way  to  grow  your  connections  and  increase  the  likelihood  of  referrals  §  Being  actively  involved  in  the  Communications  Center  by  sharing  content  and  information  is  a  great  way  to  build  trusted  relationships  with  other  members  §  Post  a  business  event  to  the  Center’s  calendar  and  reach  out  to  invite  other  members,  if  appropriate  §  Use  the  directory  to  find  members  to  collaborate  with  22
  • 23. 23 ‹#›
  • 24. Establish  Yourself  as  a  Thought  Leader    §  Carve  out  a  niche  for  yourself    §  Write  content  that  takes  a  stand  –  be  clear,  direct  and  definitive  –  be  the  expert  on  your  topic  §  Be  controversial  (but  not  too  controversial)  –  these  posts  spark  discussion  and  debate    24
  • 25. 25
  • 26. Establish  Yourself  as  a  Thought  Leader    §  Create  a  YouTube  video  -­‐  a  great  way  to  start  building  up  content  that’s  authoritative    §  Compose  White  Papers  and  mini  eBooks  focused  on  your  area  of  expertise  §  Post  these  articles  and  videos  to  the  Communications  Center  and  let  everyone  know  they’re  available  as  a  resource  26
  • 27. 27
  • 28. White  Papers  and  eBooks  §  Need  to  be  set-­‐up  on    your  website  or  blog  §  Add  a  link  to  the  OCC  as  you  would  to  a  blog  post  or  any  other  article  28
  • 29. 29
  • 30. Questions?  30
  • 31. Communications  Center  Challenge  §  We  encourage  all  members  to  enter  their  profile  information  on  the  OCC  by  May  10th.  §  We  will  be  conducting  an  “incentive  challenge”  for  members  to  explore  and  become  familiar  with  all  the  features/functions  that  the  OCC  offers  §  Will  likely  consist  of  scavenger  hunt,  which  requires  members  to  access  all  the  different  sections  of  the  OCC  and  take  some  sort  of  action  to  complete  the  hunt  §  We  will  reward  those  who  participate  and  there  will  be  one  “winner”    §  Further  details  will  be  forthcoming  soon!  31
  • 32. Next  Steps  -­‐  Presentation  will  be  made  available  to  all  Orion  members  after  today’s  meeting  -­‐  Look  for  CC  Challenge  coming  soon  -­‐  Direct  questions  after  today  to  the  team  -­‐  Henry  is  point  of  contact  for  questions/comments  on  functionality  -­‐  Iris  is  point  of  contact  for  content  questions,  guidance,  etc.  32
  • 33. Thank  You!  Presentation  is  currently  available  here:  Slideshare.net/gibbonsdigital  33