Game Changer: 5 Steps to Maximize
Sian Wu       Your Social Media Impact     Nicole Lampe
                          August...
About Resource Media
•  Communications Strategy
•  Execution and Outreach
•  Digital and Social Media
•  Environmental and...
San Francisco Seattle Boulder Kalispell Sacramento




30             Staff


9              Offices

   Bozeman Portland S...
Have a Question? Need Help?
Game Changer Plan:
    1. Fine tune your strategy
    2. Establish social media guidelines
    3. Engage with your fans
  ...
1
           Focus
Fine Tune Your Social Media Strategy
What’s your overarching goal?
What are you
trying to
accomplish?
What are your
objectives?



What do you need your
community to do?



Who do you need to influence?



What do they care a...
Get Specific

•  Define your overarching goal         Facebook objectives:
                                       •  Use Fac...
Figure Out
the Numbers
•  Look for similar organizations
•  Make observations                •  Note the number of followe...
Determine the
Audience
•  Current or new supporters?
•  Influencers or decision makers?
•  Journalists?
•  Political officia...
Takeaways:
    “Social media is just a buzzword until
    you come up with a plan.” – unknown

    •  Being on Twitter is ...
2
       Play Nice
                                   

Establishing Social Media Guidelines
Develop
Guidelines
•  Convey consistent voice

•  Keep everyone on the same page

•  Handle the unexpected
Guide Your
Work
•  Personality, tone
•  Type of content
•  Keywords
•  Schedule
Find Your
Personality
•  Experienced or a start-up?
•  Leader or grassroots?
•  Authority or watchdog?
•  Lively and fun o...
Make Content
Decisions

•  Opinion or factual?

•  Political?

•  Keywords? Hashtags?

•  Off limits?
Determine
Keywords
•  Use Google Analytics and
   AdWords tools

•  Create short list of keywords
•  Spread consistently t...
Create a
Schedule
•  Posting days, times, frequency?

•  Travel, vacation schedule?

•  Monitoring, measuring,
   reportin...
Play by the
Rules
•  How transparent should you be?
•  Does this fit your code of values?
•  How will you handle controvers...
Takeaways:
“Don’t say anything online
 that you wouldn’t want
 plastered on a billboard
 with your face on it.”
 Erin Bury...
3
    Be Social
    Engage with Your Fans

Know Your
“Personas”
•  Who are they?

•  What kind of info would they
   value and find helpful?

•  What info would they ...
Play to Their
Strengths
•  Engage with each segment

•  Recognize their participation

•  Build asks over time
Get Off the
Bench
•  Solicit feedback and ideas
                                   Tweetup   Chapter meeting
•  Host polls...
Engage                               “Do you have a story to tell? Let us
                                     know in the...
Find New
Friends
•  Start broad, hone in

•  Use keywords in searches

•  Get creative
Look Beyond
the Bleachers
•  Know your traffic referral sites

•  Use google alerts

•  Get creative
Takeaway:
            “Social Media
            is about
            sociology and
            psychology
            more...
4
    Lean Forward

     Energize Your Campaigns
Make a Plan

•  Integrate & cross pollinate

•  Create or warmup relationships

•  Measure before & after
Be Present
Everywhere
•  Make variations of great content

•  Turn content into social objects

•  Slice, dice & spread
Example: NRDC’s Integration & Cross Pollination Techniques
www.bitly.com


Go Wide

•  Use shortened, trackable links   www.adwords.google.com
•  Create list of keywords, tags
•  Us...
Try a Social
Media Release
•  
Make it easy & brief
•  Use pictures, video, keywords, tags
•  Include sample posts & tweet...
Example: Social Media Release Web Page




http://www.marketwire.com/press-release/
Arkansas-Tourism-Launches-Green-Travel...
Connect with
Bloggers
•  Create a targeted list

•  Build relationships over time

•  Provide value & ease
Rally Your
Team Internally
•  Provide big picture

•  Ask for ideas & input

•  Get everyone involved
Takeaways:
                               • Integrate & cross pollinate
“Think like a
                               • Tur...
5

        Score!
Measure Your Social Media Work
Measure
Progress
•  Track the basics, note observations

•  Be consistent

•  Don’t just count, analyze
Tracking on
Facebook
•  Number of fans

•  Increases/decreases over time

•  Demographics of your audience
Click on the “See All” link viewable only to Administrators
Facebook Insights viewable only to Administrators
Tracking
on Twitter
•  Document your numbers

•  Look for increase & decrease causes

•  Note observations
See Who
Retweets
•  Find your retweet rank
•  Check what gets RT’ed
•  Note your biggest RT’ers
•  Learn more about them
Measure
Sentiment
•  Use Twitrratr for a simple
   dashboard

•  Try SocialMention for wealth of
   insights
Get Alerts
for Tweets
•  Select keywords to track

•  Track during campaigns and
   ongoing
Find More
Twitter Tools
•  App store for Twitter tools

•  Listings by category

•  Analytics, scheduling Tweets,
   integ...
Monitor Your
Reputation
•  IceRocket for conversations

•  Compete for comparisons

•  Klout for influence
Example: A tracking and measurement spreadsheet
“Activate your fans, don’t just
collect them like baseball cards.”
               Jay Baer
Overall
Takeaways:
• Determine what’s important
• Don’t get caught up in
  shiny new objects
• Focus on what will create
 ...
Feedback?


 1. Would you recommend this webinar to a friend?

 2. On a scale of 1 to 10 with 1 as poor and 10 as best –
 ...
We Welcome Your Questions!


     Sian Wu                   Nicole Lampe
     Program Director          Program Director
 ...
Explore More RM Trainings
  •  Framing & Messaging – September
  •  Media Relations – October
  •  Story Pitching – Novemb...
In the
Beginning
5 Steps To Maximize Social Media Impact
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5 Steps To Maximize Social Media Impact

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Some of the most frequently asked questions about social media are, “sure we’re talking to a lot of people, but how do we know we’re being effective? How do we take our work to the next level? And how do we measure what we’re doing?” Learn how you can increase the effectiveness of your social media performance on all counts.

This presentation covers:

• Strategies to fine tune your social media game plan

• Team plays for social media guidelines

• Ideas to engage with your fans

• Ways to energize your campaigns

• Systems and tools to measure your social media effectiveness

Published in: Self Improvement
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5 Steps To Maximize Social Media Impact

  1. Game Changer: 5 Steps to Maximize Sian Wu Your Social Media Impact Nicole Lampe August 2010
  2. About Resource Media •  Communications Strategy •  Execution and Outreach •  Digital and Social Media •  Environmental and Health Policy Focus
  3. San Francisco Seattle Boulder Kalispell Sacramento 30 Staff 9 Offices Bozeman Portland Salt Lake City Anchorage
  4. Have a Question? Need Help?
  5. Game Changer Plan: 1. Fine tune your strategy 2. Establish social media guidelines 3. Engage with your fans 4. Energize your campaigns 5. Evaluate your social media work
  6. 1 Focus Fine Tune Your Social Media Strategy
  7. What’s your overarching goal? What are you trying to accomplish?
  8. What are your objectives? What do you need your community to do?
 Who do you need to influence?
 What do they care about?

  9. Get Specific •  Define your overarching goal Facebook objectives: •  Use Facebook to find and engage with •  Set specific supporting objectives women, age 25 to 54 in Portland, OR. •  Be realistic, quantifiable •  Over the next 6 months, build relationships with fans peaking with 250 comments sent to lobby officials.
  10. Figure Out the Numbers •  Look for similar organizations •  Make observations •  Note the number of followers over 2 years •  Study their numbers •  Example objective: •  Get ideas for your objectives Gain 200 new followers in 3 months
  11. Determine the Audience •  Current or new supporters? •  Influencers or decision makers? •  Journalists? •  Political officials?
  12. Takeaways: “Social media is just a buzzword until you come up with a plan.” – unknown •  Being on Twitter is not a strategy •  Wanting more fans on Facebook is not a strategy •  Determine what you are trying to achieve (your goal) •  Create measureable objectives •  Define your strategy •  Prioritize and focus
  13. 2 Play Nice 
 Establishing Social Media Guidelines
  14. Develop Guidelines •  Convey consistent voice •  Keep everyone on the same page •  Handle the unexpected
  15. Guide Your Work •  Personality, tone •  Type of content •  Keywords •  Schedule
  16. Find Your Personality •  Experienced or a start-up? •  Leader or grassroots? •  Authority or watchdog? •  Lively and fun or serious?
  17. Make Content Decisions •  Opinion or factual? •  Political? •  Keywords? Hashtags? •  Off limits?
  18. Determine Keywords •  Use Google Analytics and AdWords tools •  Create short list of keywords •  Spread consistently throughout your content
  19. Create a Schedule •  Posting days, times, frequency? •  Travel, vacation schedule? •  Monitoring, measuring, reporting? Format?
  20. Play by the Rules •  How transparent should you be? •  Does this fit your code of values? •  How will you handle controversy? •  Who should respond?
  21. Takeaways: “Don’t say anything online that you wouldn’t want plastered on a billboard with your face on it.” Erin Bury, Sprouter community manager • Define who you are • Document your decisions • Play by the rules
  22. 3 Be Social Engage with Your Fans

  23. Know Your “Personas” •  Who are they? •  What kind of info would they value and find helpful? •  What info would they share?
  24. Play to Their Strengths •  Engage with each segment •  Recognize their participation •  Build asks over time
  25. Get Off the Bench •  Solicit feedback and ideas Tweetup Chapter meeting •  Host polls and surveys •  Meet offline •  Thank fans & share their work
  26. Engage “Do you have a story to tell? Let us know in the comments!” through Blogs “Do you have experience with this? We’d love to hear about it in the comments section.” “Interested in being our guest •  Ask for feedback, ideas, input blogger for the day? Leave a •  Invite influencers to guest blog comment telling us why!” •  Hold a contest “What are you doing in your neighborhood? Please share your •  Reach out to other bloggers ideas in the comments.”
  27. Find New Friends •  Start broad, hone in •  Use keywords in searches •  Get creative
  28. Look Beyond the Bleachers •  Know your traffic referral sites •  Use google alerts •  Get creative
  29. Takeaway: “Social Media is about sociology and psychology more than technology.” Brian Solis Principal of FutureWorks
  30. 4 Lean Forward
 Energize Your Campaigns
  31. Make a Plan •  Integrate & cross pollinate •  Create or warmup relationships •  Measure before & after
  32. Be Present Everywhere •  Make variations of great content •  Turn content into social objects •  Slice, dice & spread
  33. Example: NRDC’s Integration & Cross Pollination Techniques
  34. www.bitly.com Go Wide •  Use shortened, trackable links www.adwords.google.com •  Create list of keywords, tags •  Use in titles, descriptions •  Get great data & better SEO
  35. Try a Social Media Release •  
Make it easy & brief •  Use pictures, video, keywords, tags •  Include sample posts & tweets •  Use trackable links
  36. Example: Social Media Release Web Page http://www.marketwire.com/press-release/ Arkansas-Tourism-Launches-Green-Travel- Site-1293670.htm
  37. Connect with Bloggers •  Create a targeted list •  Build relationships over time •  Provide value & ease
  38. Rally Your Team Internally •  Provide big picture •  Ask for ideas & input •  Get everyone involved
  39. Takeaways: • Integrate & cross pollinate “Think like a • Turn all content into social publisher, objects not a • Try a social media release • Form relationships before marketer.” you need anything David Meerman Scott, author “The New Rules of Marketing and PR”
  40. 5
 Score! Measure Your Social Media Work
  41. Measure Progress •  Track the basics, note observations •  Be consistent •  Don’t just count, analyze
  42. Tracking on Facebook •  Number of fans •  Increases/decreases over time •  Demographics of your audience
  43. Click on the “See All” link viewable only to Administrators
  44. Facebook Insights viewable only to Administrators
  45. Tracking on Twitter •  Document your numbers •  Look for increase & decrease causes •  Note observations
  46. See Who Retweets •  Find your retweet rank •  Check what gets RT’ed •  Note your biggest RT’ers •  Learn more about them
  47. Measure Sentiment •  Use Twitrratr for a simple dashboard •  Try SocialMention for wealth of insights
  48. Get Alerts for Tweets •  Select keywords to track •  Track during campaigns and ongoing
  49. Find More Twitter Tools •  App store for Twitter tools •  Listings by category •  Analytics, scheduling Tweets, integration, etc
  50. Monitor Your Reputation •  IceRocket for conversations •  Compete for comparisons •  Klout for influence
  51. Example: A tracking and measurement spreadsheet
  52. “Activate your fans, don’t just collect them like baseball cards.” Jay Baer
  53. Overall Takeaways: • Determine what’s important • Don’t get caught up in shiny new objects • Focus on what will create change • Link and connect everything • What gets measured gets done • Keep it real!
  54. Feedback? 1. Would you recommend this webinar to a friend? 2. On a scale of 1 to 10 with 1 as poor and 10 as best – how would you rate this webinar? 3.  Comments?
  55. We Welcome Your Questions! Sian Wu Nicole Lampe Program Director Program Director Resource Media Resource Media sian@resource-media.org nicole@resource-media.org 206.374.7795 x102 503.719.5626 @ThatsSoEco
  56. Explore More RM Trainings •  Framing & Messaging – September •  Media Relations – October •  Story Pitching – November •  Blogger Relations – December
  57. In the Beginning

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