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Why Isnt My Social Media Strategy Working?
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Why Isnt My Social Media Strategy Working?

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Presented at the CPRS Breakfast Series event, Oct 2009.

Presented at the CPRS Breakfast Series event, Oct 2009.

Published in: Technology, News & Politics

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  • On behalf of your communications department, do you…
  • On behalf of your communications department, do you…
  • For those of you here that have no strategy, and have no involvement in social media you be sure that what I’m about to talk about is as relevant to those who are already invovled with social media – it will make you aware of what to avoid when you do get active on social networks.
  • For those of you here that have no strategy, and have no involvement in social media you be sure that what I’m about to talk about is as relevant to those who are already invovled with social media – it will make you aware of what to avoid when you do get active on social networks.
  • Number one: Google, Facebook, Yahoo, Windows Live, 12 Google India It’s not that people don’t read articles from the Vancouver Sun, they’ll read them on Facebook, on a friend with common interest, has posted in their news feed
  • Easier than ever
  • The first step to any solid SM plan is to listen and monitor the space. What you hear will help you decide where you’ll fit into the social sphere, if you’re going to create a new community or join one, if you’re going to create a new blog or join a collective one
  • Be consistent in your messaging across your social spaces
  • Number one: Google, Facebook, Yahoo, Windows Live, 12 Google India It’s not that people don’t read articles from the Vancouver Sun, they’ll read them on Facebook, on a friend with common interest, has posted in their news feed
  • Using your mobile phone, send a text message containing only the letter "f" (without quotes) to 32665 (FBOOK).* *Facebook does not charge for this service. Standard messaging rates apply.
  • Using your mobile phone, send a text message containing only the letter "f" (without quotes) to 32665 (FBOOK).* *Facebook does not charge for this service. Standard messaging rates apply.
  • Transcript

    • 1. Why Isn’t My Social Media Strategy Working?
      • Presented by:
      • Natasha
      • Netschay Davies
      • Director, Social Media
      • Peak Communicators
      • Twitter Conversation: #cprs
    • 2. A Show of Hands…
      • Follow a social media communications strategy
      • Have no social media strategy
      • Participate in social media without a strategy
      • Have no strategy , and have no social media involvement
    • 3. A Show of Hands…
      • Who feels their social media strategy is working?
      • Who thinks their strategy needs a makeover?
      • Who thinks “going with the flow” with no strategy works just fine?
    • 4. Today’s Talk
      • Why Social Media Continues to Matter
      • Signs Your Strategy Isn’t Working
      • Adjusting Your Strategy
      • Q & A
      • Become A Fan – SMS
      • Contact Us
    • 5. Why Social Media Continues to Matter
      • more than 4 out of 5 North Americans are active in creating, participating or reading some form of social content at least once a month
    • 6. Where the Masses Are
      • Social networks and blogs are now the 4th most popular online activity - ahead of personal email
      • This week:
      • #2 Facebook
      • #4 YouTube
      • #6 Wikipedia (13 million articles, 200 languages)
      • #7 Blogger
      • #13 Twitter
      • #6394 The Vancouver Sun
    • 7. Stats …and What They Mean
      • 67% of the global online population visit member communities
      • More than 120 million users log on to Facebook at least once each day
      • 45% of Facebook’s audience is now 26 or older
      • 6 months ending July 4, 2009 Facebook saw 513% growth in 55+ year old users
      • There are 112 million blogs, with 120,000 new ones appearing each day
    • 8. Spotlight on Twitter
      • Twitter’s estimated worth: $1 billion – how much will resources will go to developing Twitter as the leading business communications connection tool?
      • Adults ages 35-49 have largest representation on Twitter
      • There are more women on Twitter (53%) than men (47%)
    • 9. Remember #1 - Social Media are TOOLS
      • Communications tools that :
      • Listen, hear, monitor
      • Share information (not announce)
      • Story tell in different ways, at different times, to different groups
      • Promote research, knowledge, product, service
      • Find and support community (business, media or consumer)
      • Participate with peer group
      • Organize events, conferences, speeches
    • 10. Remember #2 - Social Media Comes in Many Forms
    • 11. Add (publicize) information as it comes
    • 12. CGC: Consumer-Generated Content
    • 13. How do I Know my Strategy Isn’t Working?
      • What do you compare it to?
      • Traditional PR Metrics don’t apply
      • (spending equivalencies: earned media vs. ad equivalency)
      • Industry reports few, forget niche verticals Success stories focus on U.S. big brand names
      • Success stories defined by sales
    • 14. Reports and Tips Focus on Marketing Strategies
    • 15. Focus on PR Goals
      • Forget the textbook definitions
      • ROI – Return on Investment
      • How can you apply business terms and comparisons to a communications medium that continues to evolve?
      • How do you put a value on conversations you can’t control?
    • 16. Focus on PR Goals
      • What is the value of your Social Media Plan?
      • What is the Return on Influence?
      • Are they negative or positive?
      • Can you afford the Return on Ignoring ?
      • What happens – or will happen – if you’re not listening (at all), if you’re not responding, if you’re not participating, joining or creating?
    • 17. The Signs
      • No news is bad news
      • Lack of engagement on (your) social networks
      • Inconsistent dialogue across (your) social channels
    • 18. No News is Bad News
      • Problem
      •  You’re not hearing anything about your brand
      •  You can’t find any conversations to join
      •  No one’s interested in your company
      • Solution
      •  Adjust your monitoring tool(s) beyond ego-surfing
    • 19. Sophisticated Dashboards…
    • 20. Look and Listen Everywhere, to Everyone
      • Make a List:
      • industry topics
      • key phrases
      • trends
      • issues
      • challenges: taxation policy, petitions,
      • competing brands, products, methods
    • 21. Industry Topics
    • 22. Key Phrases
    • 23. Find the Loudest Talkers – are they influential in your market?
    • 24. Read the Comments, Not Just Original Content
    • 25. Sign: Lack of Engagement on Social Networks
      • Problem
      • Fans
      • Members
      • Friends
      • Subscribers
      • Followers
      • … aren’t increasing
    • 26. More Problems
      • No Wall posts
      • No Comments (on blogs, articles, comments on your comments)
      • No links to your social content
      • No retweets
      • No questions
      • No answers
      • No views
    • 27. Solution: Review Your Content
      • Modify your content assets to SUIT the medium
      • “ Copy and Pastes” of news releases don’t belong on Facebook Walls ....
      • ...discussion topics do
      • ...previews, behind the scenes, insight on industry trends belong in social spaces
    • 28. Content for Twitter
      • Links to “interesting” articles put Twitter into overcapacity
      • Pulled quotes from articles spark conversation
    • 29. Tweets from PR Agency Partner
    • 30. Corporate Video...yawnnnnnnnnn
    • 31. Demo and How to Video = Comments
    • 32. Sign #3 Inconsistent Dialogue
      • Problem
      • Posting information randomly
      • Solution
      • Develop and follow a social media editorial schedule
      • Direct traffic to other social spaces
      • Connect the dots, have a flow chart
    • 33. Give Context to Story, Behind the Scenes
    • 34. Joining a Conversation
    • 35. Redirect to More Information
    • 36. Adjusting Your Social Strategy
      • Who lives in your community?
      • Media, Industry Peers, Public, Government, Families?
      • Focus on one goal per group:
      • Awareness
      • Sales
      • (Customer) (Self) Service
      • Reputation
    • 37. Communications Flow Chart Non-Profit Organization Academia Government Industry Profs Students Prov. Fed. Intl. Biz Non-Profit
    • 38. The Social Web Non-Profit Organization Academia Government Industry Profs Students Prov. Fed. Intl. Biz Non-Profit
    • 39. Choose Tools and Content Per Community
      • Community: Industry Peers & Group Associations Goal : Discuss Challenges during recession
      • Tools: Facebook Group (can branch from your company Fan Page)
      • Add a new discussion topic weekly, be active, ask questions
      • Briefer conversations on Twitter using insider hashtags
    • 40. Choose Tools and Content Per Community
      • Community: Media Goal: Arrange interviews with Company President during 3-day industry conference exhibition Tools: Twitter & Social Media Press Release
      • Using conference hashtag, invite Media to stop by Company Booth for demo
      • Using conference hashtag, ask Media to RSVP 15-min interview slot at Booth RSVP interview with #Konductor Prez at #AdobeMax between 9 am – 12 am, we’re at Booth 841
      • Pitch media followers on company at conference, provide link to social media press release
      • Social Media Press Release: news bulleted, links to conference video footage uploaded to YouTube Company Channel, product demo, links to blogger coverage, links to conversations
    • 41. Choose Tools and Content Per Community
      • Community: General Public Goal: Conduct Quick Crowdsourcing Campaign (get feedback on new product/service from the social sphere) Tools: Tweet questions related to feedback
      • Tweet Air Canada your feedback on your #flightnumber
      • Tweet #Air_Canada your feedback on #flightnumber and get 100 #aeroplan_miles
    • 42. 5 Steps to Re-Strategizing
      • Listen broadly
      • Adapt content to the medium
      • Separate communities within your communities
      • Set your communication goals per community
      • Follow a social editorial schedule – be organized, and consistent
    • 43. Find us on Facebook
      • Text:
      • fan PeakCo
      • to: 32665
      • from your
      • mobile phone and be added as a fan instantly
    • 44. Contact Us
      • www.twitter/NatashaNDavies
      • www.twitter.com/peakco
      • [email_address]
    • 45. Read the Wall, Not Just the Numbers
    • 46. Are You a Social Media Leader, Manager or Follower?
      • Be proactive – be ready to listen and talk back
      • Choose an ROI model: Return on Ignoring or Return on Influence
      • Build a channel for conversation
      • Corporate Web sites are, well, corporate
      • Social media allows for direct conversation to your community B2P (public), B2B (business), B2C (consumer) B2M (media)
      • Reduces need for the “middle man” (the media)
      • Build your foundation today … for tomorrow
    • 47. Twitter Traffic

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