Sharing Your Social Part 2: Getting Started With The Right Communication Strategy and the Right Plan

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Public radio stations across the country are innovating and leading the way in the social media realm. This presentation talks about creating a social media communication strategy to incorporate into …

Public radio stations across the country are innovating and leading the way in the social media realm. This presentation talks about creating a social media communication strategy to incorporate into your overall social media plan. It also highlights examples of some of the good work being done by public radio stations. We believe that all organizations and businesses can learn from their innovation.

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  • 1. SHARING YOUR SOCIAL PART 2 DEI WEBINAR GETTING STARTED WITH THE RIGHT COMMUNICATION STRATEGY & SOCIAL MEDIA TOOLS TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 2. Tara Mahady tara@aleurosolutions.com Follow me on Twitter @TMahady Join My LinkedIn Network http://www.linkedin.com/in/tmahady Kelley-sue LeBlanc LinkedIn http://www.linkedin.com/ksleblanc Follow Me on Twitter @KSL My Google Profile http://www.google.com/profiles/KelleySueLeBlanc AleuroSolutions Aleuromedia info@aleuromedia.com http://www.aleuronpo.com PO Box 10251 www.aleurosolutions.com Follow AleuroSolutions on Facebook Bedford NH 03110 www.aleuromedia.com Follow AleuroSolutions on Twitter (603) 233-5078 TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 3. The 4 P’s of Social Media Planning Policy Privacy Participation TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 4. Social Media Communication Strategy BENEFITS OF HAVING A STRATEGY Identifies goals and measurements Establishes expectations for behavior Provides a content map Ensures seamless on-air and online communication integration Lays out who will communicate what, when, where, and how Provides a framework for engaging your audience Enhances and strengthens your brand VIA FLICKR STEPHEN BISSON PHOTOGRAPHY TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 5. What content should you offer? TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 6. What content should you offer? Ask yourself and your listeners: What content do your listeners want online? Is it easy for them to share it? What discussions do they want to have with you and each other that you can facilitate? Are you just posting your stories - or are you inviting conversation? TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 7. What content should you offer? Ask yourself and your listeners: What content do your listeners How can your listeners help want online? Is it easy for them inform your news and to share it? programming? What discussions do they want Do you want to ‘curate’ content to have with you and each in addition to your original other that you can facilitate? content? Only in some forums? Are you just posting your What content can your listeners stories - or are you inviting help you create online? conversation? TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 8. How do you use your air to drive online conversation? TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 9. How do you use your air to drive online conversation? Ask yourself: How can you use your air to encourage conversation online? Are you inviting people to conversations online? Are you providing opportunities for those conversations? Are you listening? TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 10. How do you use your air to drive online conversation? Ask yourself: How can you use your air to Are you using Facebook and encourage conversation online? Twitter like email and phone calls in your call-in shows? Are you inviting people to conversations online? Are you Do your pledge scripts include providing opportunities for calls to action using social those conversations? media? Are you listening? Do your hosts encourage participation in the conversation? TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 11. Who, what, where, when, how? TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 12. Who, what, where, when, how? Ask yourself: Who will have a social media presence for your station? (Officially. Any of your employees represent your station.) What role will your on-air talent play in the social media realm? What content will each of these people offer? TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 13. Who, what, where, when, how? Ask yourself: Who will have a social media In which arenas will each of presence for your station? these people participate? One (Officially. Any of your may be drawn to Twitter, while employees represent your another is into Facebook. station.) How often will these people What role will your on-air talent engage? play in the social media realm? When should ‘shows’ engage What content will each of these and how often? people offer? TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 14. How to use the tools It’s about community. It’s about conversation. It’s about listening. It’s about inviting people in. It’s about letting people get to know you - for real. TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 15. Station Blogs - The Voices of Your Community HTTP://VPRBLOG.BLOGSPOT.COM/ TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 16. The Show Blog Value-add content for particular stories. Additional content not heard on air. Conversations for non-call-in shows. Feed to all social media presences. WWW.WORDOFMOUTHRADIO.ORG TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 17. Blogging and pledge. HTTP://APPS.WBEZ.ORG/BLOG/ TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 18. Facebook - Many Ways to Engage TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 19. Facebook... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 20. Facebook... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 21. Facebook... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 22. Facebook... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 23. Facebook... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 24. Facebook... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 25. Facebook... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 26. Facebook... FROM SPEAKING OF FAITH’S FAN PAGE - NOTES SECTION TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 27. Facebook... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 28. Facebook... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 29. Facebook... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 30. Facebook... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 31. Facebook... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 32. Twitter - It’s Like A Hammer One Tool - Two very different uses Marketing and Branding Search, Crowd sourcing and Conversation Listening TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 33. Twitter... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 34. Twitter... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 35. Twitter... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 36. Twitter... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 37. Twitter... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 38. Flickr and YouTube - A Picture is Worth a Thousand Show your listeners what they can’t see on air Behind-the-scenes shots Ask your listeners to share photos via Flickr from events etc. Use YouTube to capture events and create added value TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 39. Flickr... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 40. YouTube Channels... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 41. YouTube Channels... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 42. YouTube Channels... TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 43. Quick Ideas for Programming Station-wide - have a topic of the Have your program director solicit day or week. Ask listeners what feedback about certain shows or they think of a top news item. overall programming. Show-specific - ask for ideas for guests for upcoming shows. Shoot video of guests prepping or in the ‘green room’ ahead of a Show-specific - start a show and post it. conversation through social media then carry it into your on-air show. Post photos of staff and listeners with guests and on-air talent and Ask your hosts who are comfortable to make observations ask your listeners to do the same. about their experiences with certain guests or topics. What did they learn? Were they surprised by anything? TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 44. Quick Ideas for Pledge Tweet and post premiums and Take lots of pictures and video of drawings. pledge central and your talent pitching and post it. Ask your listeners to post pictures of them with their premiums from previous drives - worn out baseball Come up with social-media only hats, mug collections, beat up incentives and contests. messenger bags. Ask your staff who use social Ask your volunteers to share that they are volunteering for you and media to talk about the drive and ask them to ask their friends to get how it’s going from their involved. perspective. Put a share button at the bottom of Be creative and have fun! your pledge page and ask people to tell their friends that they just made a donation. TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC
  • 45. Questions?
  • 46. Tara Mahady tara@aleurosolutions.com Follow me on Twitter @TMahady Join My LinkedIn Network http://www.linkedin.com/in/tmahady Kelley-sue LeBlanc LinkedIn Follow Me on Twitter My Google Profile AleuroSolutions Aleuromedia info@aleuromedia.com http://www.aleuronpo.com PO Box 10251 www.aleurosolutions.com Follow AleuroSolutions on Facebook Bedford NH 03110 www.aleuromedia.com Follow AleuroSolutions on Twitter (603) 233-5078 TARA MAHADY & KELLEY-SUE LEBLANC ALEUROMEDIA, LLC