Social media speaker series Part 2

NAHO Speaker Series Social Media Part 2 Strategy and Case Study Mark Buell & Trevor Eggleton December 15, 2011

Let’s get started

Great. Now what?

1. Look within
Goals, objectives
Resources
Should you be using social media?
Then…

2. Listen: Find out where your stakeholders are, what are they doing, what are they talking about?
Stakeholders &
competitors
Influencers
Popular subjects
Trends
What’s this strange thing you’re handing me? It’s called ‘paper’.

What are people looking for?
What are people talking about?
Who are people listening to?
You?

Who are people listening to? Or…. Who should you be talking to?

Who has time for this stuff?

Tweetdeck

Google Reader (RSS feeds) Google Alerts

Use (and create) certain hashtags. Match content and audience with platform. Find Facebook groups. Connect with influencers: Twitter and blogs. Leverage partners. 3. Get involved: Start building your community

Have something to say.
Be professional, credible and responsible.
Always add value.
Be a leader.
Simply put: Participate in social media the same way as you would participate with other media or public forum.

A.L.I. Social Media for Government June 2010

Overview of CIRA
Identification of problem – setting objectives
Solution and rationalization
Planning and execution
Metrics
Lessons learned
Overview

Who is CIRA?
CIRA is the organization that manages the .CA domain space
on behalf of all Canadians, the policies that support Canada’s
Internet community and Canada’s involvement in
international Internet governance.

The Challenge
The registration of a domain name is most often seen as a means to an end (i.e., I want a website)
.CA domain names are not sold directly to the end user by CIRA

ShowUsYour.CA Contest

Objectives
Update online advertising content, refresh CIRA’s (and .CA) image.
Establish CIRA in social media.
Raise awareness of CIRA and .CA.

Target Audiences
Primary: All .CA domain holders; specifically individuals and small business.
Secondary: Influencers; young (mid 20s to mid 30s), middle class, well educated men and women (single) who work in the creative field (i.e., graphic design, web design, public relations, marketing) and are entrepreneurs. These individuals are most likely to live in an urban centre.

Strategy
Heavy emphasis on Social Media
Utilize Social Media to crowd source marketing content
Internal buy-in – staff contest
Phased approach
Entry
Voting

Execution
Phase 1: Contest entry
Three weeks
Entrants developed and submitted short, web-based videos on what their .CA domain name means to them
Entries were shortlisted to eight by a team composed of CIRA staff and the Managing Editor for Marketing Magazine
Phase 2: Voting
Public had the opportunity to vote for their favourite among the shortlisted videos
To extend CIRA’s reach, the onus was placed on the shortlisted entrants to promote their video
At the contest close, the winning video and two runners-up were selected

Execution
Traditional Media
Direct mail postcard
Online
Social Media
YouTube, Facebook, Twitter, blogs
Email
Advertising
Facebook, blogs, Google, cbc.ca

Execution

Execution: Social Media
Utilized CIRA’s three Twitter accounts.
Facebook fan page.
LinkedIn group.
In phase two, put the responsibility on the entrants to promote their entry.

Phase 1 - Entry Target audiences

Phase 1 - Website

Phase 2 - Voting Small Business Owners and Key Influencers

Phase 2 - Creative

Microsite – Phase 2 Voting

Social Media Activity: Phase 1
Pitch Engine, first media release (social media release views): 200
Pitch Engine, second media release (social media release views): 32
YouTube Channel (total entry video views): 6,640
YouTube Channel Subscribers: 41 new since start of contest
YouTube Channel/Video Comments: 75
Tweets about ShowUsYour.CA: 81, not including those from @mebuell, @ciranews or @cira001
Blog posts about ShowUsYour.CA : 18, not including Public Domain

Social Media Activity: Phase 2
Pitch Engine, first media release (media release views): 213
Pitch Engine, second media release (media release views): 55
Pitch Engine, third media release (media release views): 117
YouTube Channel (total entry video views): 26,884
YouTube Channel Subscribers: 47 new since start of contest
YouTube Channel/Video Comments: 132 since start of contest
Tweets about ShowUsYour.CA: 111, not including those from @mebuell, @ciranews or @cira001
Blog posts about ShowUsYour.CA : 30, not including Public Domain

Results
Unique visitors: phase 1 entry 19,264, phase 2 voting 16,293
Visits: phase 1 entry 20,815 visits, phase 2 voting 20,027
Online advertising:
Google Content Network CTR of 0.05% and 74,261,895 impressions
CBC CTR of 0.04% and 1,899,577 impressions
Facebook CTR of 0.02% and 23,323,340 impressions
95 entries, 3,548 votes

Summary
Can generate interest
Can convert interest into action
Can create and engage our community

5. Be yourself – be human (but not too human…).

6. Evaluate: Make sure you’re saying it right, and in the right place.

The Five Secrets
of Social Media
Success
(how to get people to follow/like you)

1. Have something to talk about…

2. Use multiple channels…

3. Use what fits.

4. Some Connections Matter More than Others…

5. Set Goals.

And have fun with it!
Thank you.
Mark E. Buell Trevor Eggleton
E-mail: mark.buell@cira.ca E-mail: teggleton@naho.ca
Twitter: @mebuell Twitter: @trevoreggleton

Social media speaker series Part 2

by National Aboriginal Health Organization on Dec 16, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 99

Statistics

Social media speaker series Part 2 — Presentation Transcript

http://www.naho.ca	97
http://paper.li	2