Community Strategy  Are you ready to get started with social media? Do  you know what to be ready for? Do you want to  eng...
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Finally                we meet                   in                person!   We have     beenfollowing heron instagram for...
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Community Strategy with a 101 on Social Media
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Community Strategy with a 101 on Social Media

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Are you ready to get started with social media? Do you know what to be ready for? Do you want to engage with folks beyond hello? Why should you care?

Most photographs shot by the brilliant Jeff Finkelstein http://www.customerparadigm.com

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  • “Social media is people having conversations online.” These conversations are powered by the following tools (which we commonly call social media): BlogsMicro BlogsOnline ChatRSS (Really Simple Syndication is an XML-based format for sharing and distributing Web content, such as news headlines. With RSS it is possible to distribute up-to-date web content from one web site to thousands of other web sitesWidgetsSocial NetworksSocial BookmarksMessage BoardsPodcastsVideo Sharing SitesPhoto Sharing SitesVirtual WorldsWikis
  • SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO… it is simply the way people have conversations online.Any online technology or practice that people use to share (content, opinions, insights, experiences, perspectives and media) is social media. Can anyone name examples? Sites that connect people with shared interests, backgrounds, disturbing fetishes, etc are all social media functions…Whyshouldyoucareabout social media? #1 Social Media is NOT A FAD. Social Media is a FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE. The old communication model was a monologue. Today only 18% of TV ad campaigns generate positive ROI. 90% of people who can skip TV ads, do. Isocial Media is even more popularthanporn. According to a 2007 Time statement, social-networking sites areofficially more popularthanporn sites. “IN 2008, IF YOU’RE NOT ON A SOCIAL NETWORKING SITE, YOU’RE NOT ON THE INTERNET.” IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING - AN OVERVIEW, APRIL 2008 FACEBOOK: MORE POPULAR THAN PORN Time, October 13, 2007 http://www.time.com/time/business/article/0,8599,1678586,00.html?xid=newsletter-weekly #2 Trust is dialogue and user generated content. The average person is exposed to 3,000 advertising messages/day and yet only 14% OF PEOPLE TRUST ADVERTISEMENTS.78% OF PEOPLE TRUST THE RECOMMENDATIONS OF OTHER CONSUMERS. The new communication model is a dialogue. Therefore communication that is created online by the community needs to be TRANSPARENT, INCLUSIVE, AUTHENTIC, VIBRANT, CONSUMER-DRIVEN and it is not And it’s NOT… CONTROLLED, ORGANIZED, EXCLUSIVE, PRODUCT-DRIVEN or “ON MESSAGE” “Content is the new democracy and we the people, are ensuring that our voices are heard.” Brian Solis, “The Social Media Manifesto” “Any blog that spins the truth will be found out. In a world of social media honesty is the only policy.”#3 Messages are not conversations. Social = post engage! IT’S A DIALOGUE, NOT A MONOLOGUE.“It’s about conversations, and the best communicators start as the best listeners.” Brian Solis, Social Media Manifesto#4 Relinquish control. REPEAT AFTER ME: “THE GOAL IS NOT TO CONTROL THE CONVERSATION.” You won’t meet your goal because you can’t control the world either. THE GOAL IS TO: ENABLE, INSPIRE, INFLUENCE and ENGAGE. You have the ability to CREATE OPPORTUNITIES FOR PEOPLE TO FEEL OWNERSHIP of their voice and their experience in the community. This is what you want. This is authentic. If you want control GIVE the community of social media folks SOMETHING TO TALK ABOUT.
  • What are these brands of social media? These brands are in the form of Youtube, Facebook, Wordpress blogs, Twitter. These social media brands interact with other brands that consumers in every community rely on everyday to entertain them with random funny videos, inform them of the news, and invite people to parties and opportunities to be a member of a elite club.
  • We all have examples of powerful social media tools but how many are you using? How many are being used smartly and with a purpose to grow your community?People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally. But what is not happening is how generally people still feel weary of engaging with social media outlets that they don’t trust to be authentic voices. For example, are you going to pay attention to someone who posts each day “I have a free ticket to the movie of your choice. I only need to get your email address.” How about this one – would you pay attention to the invitations from an old friend from high school who on occasion invites you to cool events but usually invites you to fundraisers that take place at their son’s school? This is why we need to be mindful of how we engage in social media. Everything we post and state is out there for our communities to read or ignore.
  • “Social media is all about connections” Not just adding connections. But engaging your connections. Growing the strength of your connections. Creating connections that trust what you have to say and believe that what you have to say in interesting enough to pay attention to.
  • They can also be underwhelming. If you don’t connect with them no one will know you are around.
  • While engagement is the rule creativity is a bonus that usually attracts a few new followers
  • Forums and Online Communities: FindingworkspaceslikeMonster.comBlogs like techcrunchSocial Networks like Facebook and Linked InMultiMedia Sharing like Flicker and YoutubeMicroblogs like Twitter and InstagramUser Generated Reviews like Four Square and YelpRSS ReadersConsumers Talk more nowthanever: Go wherethey are ! People regroup on communities Word-of-mouthisstronger People read blogs and consume more user generated content People tend to take part in online conversations and are happy to communicatewith brands
  • Combine the tools. Use multiple tools and spreadyourpresence !Leverage the effect by using multiple tools One media or one profile is not enough to see the effects It is the combination of multiple toolsthatwillmakeyousuccessfullEngage users to buzzShare and presentyourproducts to bloggers in order to engage a viral wave. Trigger the conversationEngage the conversation on your blog and over chat rooms. Post on other blogs.Develop an honest and viral state of mindBe open, do not beafraid, behonest and share as much as youcan.Poorlyexecutedstrategy shows thatyou have lost control of your brand. Exemples:People talk about you in a badwayYou do not know how to answersoyoureplyanonymousAn influent bloggerrealizesthis and buzz about itThe buzzincreasesYou lose control and decide to respondhonestly…toolateYou set up a bad image and nowyou have to deal withcrisis management
  • People can transition from professional to personal in person. This transition can happen after following one another’s blog or web presence. ENGAGEMENT IS ABOUT MAKING EVERYTHING RELEVENT TO THE CONSUMER. THE VIEWER.
  • Social networks have become the hubs of people's online lives. They may visit lots of sites, but their networks are where they live.There is strength in numbers. When a group of avid supporters post and write about their community other people that trust them want to participate in what all the buzz is about. PlusBloggers and podcasters are legitimate PR targets – many exceed the reach of mainstream mediaBloggers and podcasters have cheap technology tools to create, mix and mash-up their own multimedia news storiesBloggers and podcasters and traditional journalists prefer deconstructed content rather than being forced to sift through lengthy releases and playing “What’s the news here?”Old media journalists are now fully adapted to using internet for research so you need to be online and search engine optimizedBottom line: The way we influence has changed
  • Other sources confirm the average Facebook visit is 20 minutes per user. The takeaway is clear: Facebook welcomes a large and engaged audience. We already know Facebook dominates the social networking space, but we often forget that the service is also still growing: not only in terms of users, but also in how much time the average user spends on the service. A 2011 report from comScore, titled It's a Social World.The report found Facebook reached more than half (55 percent) of the world's global audience in October 2011. Furthermore, Facebook accounted for 1 in every 7 minutes spent online around the world and 3 in every 4 social networking minutes.While Facebook is the leading social networking site in the vast majority of countries, it is not the leader everywhere. Leverage this time folks spend but leverage it by diversifying who and how many people post. A few tips for posting on facebook - 1. Post one to two times daily – The half-life of a Facebook post is 18 hours, so limit your posting to one to two times per day. More than that may actually decrease engagement.2. Include media – Adding a photo and video to posts increases the life of content by 16% and 9% respectively. Always support posts with a photo (or a video, if possible).3. Encourage sharing – Feature clear calls-to-action on your posts. If you want to expand your social reach, invite your followers to share the content with their friends.4.Learn from the best: Study the leader in your category of community engagement. How are they leveraging social media to drive growth, buzz or membership? Analyze and apply their best practices 5. Join the conversation: Find discussions that are relevant to you. Publish content that will tap into their passions. 6. Interact creatively with your fans and followers: Provide an incentive to sign up for an email newsletter or run a contest asking for photo submissions of folks celebrating a holiday in a unique way. Feature winners on your Facebook Cover Photo, website and/or Twitter background.7. Consider buying FaceookTargeted ads they are Very cheap and very easy.YouTube = 10 percent of all internet traffic(source: Ellacoya Networks)YouTube & Wikipedia among top brands(source: brandchannel.com)Five of the top 10 websites are social(source: Alexa)Over 100 million blogs exist(source: Technorati)120,000 new blogs launched every day(source: Technorati)1.5 million posts per day (17 per second)(source: Technorati)WHAT ARE FOLKS DOING ONLINE? 1. Watching videos (83%)2. Reading blogs (73%)3. Viewing shared photos (63%)4. Using a social network (57%)5. Commenting on blogs (55%
  • By providing official multimedia elements and basic news facts, without spin, the organization that issues a news release can ensure that what gets “out there” is at least the accurate content.We can add context to news releases by giving our audiences a sense of what’s-gone-before…whether a case study, a field research report, a set of previously published articles, etc. We also add context by making sure that our news is found among other related news items in the blogopshere, via tags.By providing official multimedia elements and basic news facts, without spin, the organization that issues a news release can ensure that what gets “out there” is at least the accurate content.We can start to build communities-of-interest around our news, too, through RSS feeds. You can offer an RSS feed to a constantly updated del.icio.us page, or to the client press room. You can also use user-based news sites like Digg to broaden your reach. You might not get into the WSJ, but if you can get your news onto the front page of Digg, that’s pretty darned good, too, these days. A Digg button makes it that much easier. Democratizing access to your multimedia assets. Don’t create any hoops for anyone to jump thru. Folks will return to your site without making them members if you have good consistent information.If you have an interesting way to tell a story do it! Don’t leave users to their own devices. By not providing official & compelling multimedia assets, you simply ask bloggers to create their own versions of thebrand. Perhaps this is what you want? If it is ask your users to create content for you! Make it a contest!Follow conversations…and reply ! Read all conversations that are done about your brandParticipate to these conversations by replying and commenting respond quickly for a stronger effectShare quality contentStart a list of relevent bloggers to your topic. Post on their blogs. Write to them and invite them personally to your event. Comp their tickets. Court them as members into your world. Create a youtube page. Create viral sports like lip dubs with the students. Post helpful content for users. My sisiter-in-law posts how to videos on what to do for Shabbat. Once you trigger a conversation, youshould not leaveitROI: Define your success metric. Define relevant success metrics that translate into a smart business context. Set campaign goals based on these metrics. Your return is successfully meeting or exceeding these Goals.Implement campaign, review metrics and goals. Filter out channels and strategies that don’t get good returns. Repeat.Here are a few ideas: Number of people who filled in the “get more info” formNumber of influential people who tweet something about usNumber of influential blogs that linked to usNumber of repeating, unique visitorsNumber of new customers / salesNumber of people who used a specific coupon that is associated with this campaignNumber of minutes a day we are nice to customersNumber of features suggested by users that we actually implementNumber of people in a specific location / demographic who follow us on twitterNumber of new things we discovered about customers that we never knew before
  • SF Community Calendar Listings  http://www.sfstation.comhttp://sfarts.orghttp://www.sfweekly.com/feedback/SubmitAnEvent/http://www.jewishfed.orghttp://www.kqed.org/radio/help/index.jsp#communityhttp://www.kqed.org/support/sponsorship/index.jsphttp://events.kqed.org/events/index.php?com=abouthttp://eventful.comhttp://bayarea.planitjewish.comhttp://www.jfed.orghttp://www.jewishsac.org/index.aspxhttp://www.jewishsiliconvalley.orghttp://www.jfed.org/news_cal.htmlhttp://www.jweekly.com/contact/calendar-item/http://www.yelp.com/eventshttp://www.bayjews.org/http://www.paloaltoonline.com/sopecal/http://www.nobhillgazette.com/calendar/http://www.eastbayexpress.comhttp://www.bizjournals.com/sanfrancisco/To submit event listings for the LGBT SF Newspaper, email jim@ebar.com Deadline is each Thursday, a week before publication and for advertising ebar.com/advertising
  • Don’t abuse them.
  • http://www.meetup.com/
  • What is Twitter? A good example of designed experiences. Twitter is designed, to make conversation easy. Is build on the simplicity and mobility concept. There’s no right or wrong way to use Twitter. People just use it and eventually innovate and improve it. A micro-blogging site Brief posts about your opinions or your life, shared with the world.Users post brief messages of 140 characters or less.You choose whom you follow, but anyone can respond to you.Sites like Twitter are revolutionizing how people and businesses communicate. Tips for tweeting? Be reliable and consistentConnect with others and have others connect with youDon’t simply be a stream from one social network to another i.e. auto feed your statements from another feed Have a planHave personality (and a real name)Use Twitter Search to pay attentionBe funny not insulting: everUse spell checkTalk to contacts even when they don’t need you for somethingPost helpful content like tips and tricks to getting things done. When Should You Blog? • You consistently have something to say• The writer has authority• You're willing to be candid• There's something in it for the readersWhere did blogs come from?1994 — First online diaries1997 — Term "WebLog" is coined1998 — Open Diary becomes the firstWebLog tool1999 — "Weblog" becomes "blog” (Blogs changed the way people saw the Web.You can create, react, communicate.For the first time ever, anyone could make content for a global audience)1999 — LiveJournal1999 — Blogger2001 — Movable Type2003 – WordPress2006 — Microblogs became popular with the mainstreaming of Twitter 2011 – The amount of tweets per day is estimated at 50 million per day. 2012 - Posterous.com turned “blog” into a dirty four-letter word that conjures up images of tedious embed codes, obnoxious WordPress customizations. Blog Posting—or “lifestreaming” on sites like Posterous.com becomes even easier… 
  • Judging from a few recent developments, the social media of the future might be open source or even community-run. Here are a few places to start beyond Facebook and LinkedIn. The great thing about all these social media sites is that they all connect to each other and make it easy for users to maintain the sites once they have been started.Twitter.Twitter users can ‘tweet’ messages up to 140 characters in length to their followers.  These tweets can then be replied to or ‘retweeted’ by other users making Twitter a very hands on and personal social media site. Many twitter users enjoy using the site because of the simplicity of it and that user-friendliness can also benefit small businesses by making it easier for the Twitter site to be maintained. https://business.twitter.com/index_en.htmlPinterest.Pinterest is a social networking site that allows users to post and ‘pin’ different images and ideas to their personal ‘pinboard’.  Once a user pins something, it can then be pinned again by another user and so on and so forth.  People and businesses can link their websites or blogs to their pinboard so that the original image that was pinned will always be traced back to them no matter how many people have ‘repined’ it.  Essentially, Pinterest’s “goal is to connect everyone in the world through the ‘things’ they find interesting” The key to Pinterest for small businesses is that you can link everything you pin on your pinboard to your business’ website or blog.http://pinterest.com/pinterestbiz/small-businesses-on-pinterest/Instagram.Instagram is a strictly mobile app for Apple or Android users.  The app allows people to post and edit photos to their Instagram accounts and also to their linked Facebook, Twitter, Foursquare, or Tumblr accounts.  It is essentially a photo editor and uploading service. Instagram is beneficial to small businesses because of the app’s millions of users and its connections to other social media sites.  Because the app is so closely used alongside major sites like Facebook and Twitter, it makes it very popular with consumers.  Instagram is a great way for businesses to show consumers what they have to offer as opposed to only tellingconsumers what they have to offer.http://help.instagram.com/customer/portal/topics/43530-instagram-for-businessesTumblr.Tumblr is a micro-blogging site that makes blogging even easier and more efficient to use than other platforms, like wordpress, especially because of the nifty dashboard that allows users to easily search through blogs. Tumblr can be beneficial to small businesses in many ways.  Small  businesses can use Tumblr to start up a blog or use it as a continuation of another blog or website.  Similar to Pinterest, it is a great way for businesses to showcase what they have to offer consumers.  Tumblr also allows users to re-blog posts much like Pinterest allows users to re-pin posts.http://www.tumblr.com/spotlight/businessFoursquare.Foursquare is what my friends in the social media world call a more hip way to yelp. Plus it provides a service that allows its more than 20 million users to ‘check-in’ and ‘share’ recent places they have visited.  Businesses who use Foursquare can easily add discount options or coupons to their page so they can be unlocked whenever someone checks in. When people check-in they share that on their Foursquare page and also can link it to their Facebook or Twitter account. This tool creates consumer testimonials to your business.https://foursquare.com/business/Similar platform: http://www.yelp.comMeetup. Meetup is the best for organizing real, face-to-face Meetups! At a cost of about $12 a month you can have your own weekly or monthly meet-up group. http://socialnetwork.meetup.com/cities/us/ca/san_franciscoStart your own Shabbat Service Hopping Meet-Up Group: http://www.meetup.com/create/Google+ Google created it. It is slow in catching on but it is worth a try. Google+ is coming on strong and will be influencing SEO (search results) more every day. Very much like a Facebook “like”, Google+ gives you the ability to +1 a URL via a +1 button and helps that site increase their ranking in search results as well as increase the speed the site gets indexed. It is a social media site that is very much like Facebook. However, it does have a few different features, some of those being “Circles” and “Hangouts.” Circles are simply ways to group your friends. This feature lets me share the information I want with the people I want. Facebook actually does have the ability to do this as well; they just don’t market it as much.The other feature we mentioned above is “Hangouts.” “Hangouts” is a feature that allows you to set up a group video chat with anyone via Google+. If you create a Google + page and a user +1s your Google+ page, it causes them to subscribe to your updates. This can help you grow your community and Google+ distribution. So the more people who +1 your page the better! Lastly if you add a Google+ badge and meta tag to your website’s HTML code, Google will display your Google+ page in search results.
  • Two key marketing challenges now exist:#1. We need to be where the users are and we need to be relevant to those users#2. We need to re-think the message and re-think the media distributionYou know HONEST opinions versus PAID OPINIONS. THE PEOPLE is INTERNET= And the internet can’t exist without people. The market is people. Our consumers today are multi-taskers.They are Intelligent. They are a person to be exact. They are the Consumer, The community, The participant, The audience, The Customer, The user.
  • Identification – most basic level of engagement eg fans of football team, voters for a partyBelonging – having sense of shared values and common experience, eg season ticket holders who gather each week, party membersCommitment – people who are passionate enough to devote lot of time and/ or money, eg organisers of football supporters’ club, party activistsCommitment level is for those closest to the brand, loyal core who act as brand advocates, devote high proportion of spend and will participate in eventsMiddle – happy to be part of something, may talk about it with friendsSocial Media~ it engages you! Because you are just being yourself. You choose and do what you feel like doing! How is this applied to the social media? Social media allows participation in a community. People interacts in the community, interactions is conversation, conversation are word of mouth. They bring their knowledge to the reality and spread it out. Research says 70% of Word of mouth are done offline.! The web gives them a TOPIC, an Insight, a News to talk about. Everyone like to have a good time, good experience. When you have good experience, you tend to talk more about it~ that’s word of mouth. Experiences are designed.
  • ROI: Define your success metric. Define relevant success metrics that translate into a smart business context. Set campaign goals based on these metrics. Your return is successfully meeting or exceeding these Goals.Implement campaign, review metrics and goals. Filter out channels and strategies that don’t get good returns. Repeat.Here are a few ideas: Number of people who filled in the “get more info” formNumber of influential people who tweet something about usNumber of influential blogs that linked to usNumber of repeating, unique visitorsNumber of new customers / salesNumber of people who used a specific coupon that is associated with this campaignNumber of minutes a day we are nice to customersNumber of features suggested by users that we actually implementNumber of people in a specific location / demographic who follow us on twitterNumber of new things we discovered about customers that we never knew before
  • Buzz !Build a non-marketing communityoutreach to deliver a voice for yourorganizationSee how the person in charge isdoing…Responsiveness of a communication thatshouldbelowerthan 24hNumber of quality blog postsNumber of meaningfulcommentsQuality of content shares
  • Remember that social media is: Social media is any tool that lets you share information and network with others.It’s easier than you thinkEducation erases fearWe’re the right people for the jobAn affordable way to get your community voice out into the world – a way to get your community to rely on your knowledge to help inform community decisions – such as, where to go for religious school etc. Your friends will trust and follow your statements if you are posting from an authentic voice not a staged voice. These are tools for social media: Chat Rooms,Podcasts,Virtual worlds,Wikis,Mobile,Blogging,Micro-blogging,Social networks,Video sharing,Photo sharingTrust the good intention of bloggers while understanding what to trust them to do or not to do. What is a blog? Blogs are regularly updated Web sites, usually featuring comments and links. More people read personal blogs than any other type of blog and yet at least 1 out of 3 bloggers have been approached to advocate for brands. US Internet users spend 3x more time on blogs and social networks than they do on email. Be Patient! The effectwillbethere ! You willonlyseesmall changes at the beginning The strategyispowerfulwhenuserswillseeyour engagement One page on facebookis not going to create miracles but the combination of multiple toolsmight Never release yourpresencebecausecommunitiesneed to beanimated
  • Community Strategy with a 101 on Social Media

    1. 1. Community Strategy Are you ready to get started with social media? Do you know what to be ready for? Do you want to engage with folks beyond hello? Why should you care? Lisa Finkelstein, Configured Consulting www.lisafinkelstein.com
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    12. 12. Finally we meet in person! We have beenfollowing heron instagram for months.
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