Social Media Communication Strategy and Case Study

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This was a presentation that I delivered to the IABC Edmonton chapter on building a social media communication strategy, it is presented as a real case study using Tekara Organizational Effectiveness

Technology Business

Social media communications strategy
Case Study: Tekara Organizational Effectiveness

@TekaraInc
facebook.com/TekaraInc

IABC Edmonton Chapter
by: Tyrell Mara

Goals and Objectives
• External
– Thought Leadership

Goals and Objectives
• External
– Engaging conversations

Goals and Objectives
• External
– Online Communities

Goals and Objectives
• Internal
– Create a safe learning environment
– Blog = Foundation of Internal Strategy

Measurement
• Internal
– 5 month Blogging and Social Media Contest
• Purpose and Objectives (learning environment)
• Clear Deliverables (Outcomes)
• Incentive Based (Measurement Criteria)

Measurement
• External
– Social Footprint

July 1st Jan 1st

Facebook Fans 8 July 1st Jan st
185 1

Unique Monthly 230 525
Twitter Followers Visitors 132 1055
Monthly 1458 2120
Pageviews

Measurement
• External
– Sentiment and Engagement

July 1st Jan 1st

Facebook Engagement Ratio 0 10-15

Twitter RT’s 45 310
Twitter Mentions 85 1610

Blog Comments 0 70

Measurement
• External
– Website Analytics
• Qualified Traffic
– Blog is the most view page on the site
– Top 5 referrers of traffic are social networking sites

July 1st Jan 1st

Unique Monthly Visitors 230 525

Monthly Pageviews 1458 2120

Top five research tips to impact your
communications
1. Aim to see the world through the eyes of your
audience
2. The research process changes those who participate
3. The research process will focus your thinking
4. Use multiple sources of information to increase the
strength of your evidence
5. Research involves people in your communications
and predisposes them to change in attitude and
behaviour

Thank you

Come join the conversation!
Twitter: @TyrellMara
LinkedIn: www.linkedin.com/TyrellMara
Or visit: www.tyrellmara.com

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Social Media Communication Strategy and Case Study

1. Social media communications strategy Case Study: Tekara Organizational Effectiveness @TekaraInc facebook.com/TekaraInc IABC Edmonton Chapter by: Tyrell Mara

2. Goals and Objectives • External – Thought Leadership

3. Goals and Objectives • External – Engaging conversations

4. Goals and Objectives • External – Online Communities

5. Goals and Objectives • Internal – Create a safe learning environment – Blog = Foundation of Internal Strategy

6. Goals and Objectives • Internal – Empower Associates • Social Media Communications Training • Building Online Personal Brand

7. Measurement • Internal – 5 month Blogging and Social Media Contest • Purpose and Objectives (learning environment) • Clear Deliverables (Outcomes) • Incentive Based (Measurement Criteria)

8. Measurement • External – Social Footprint July 1st Jan 1st Facebook Fans 8 July 1st Jan st 185 1 Unique Monthly 230 525 Twitter Followers Visitors 132 1055 Monthly 1458 2120 Pageviews

9. Measurement • External – Sentiment and Engagement July 1st Jan 1st Facebook Engagement Ratio 0 10-15 Twitter RT’s 45 310 Twitter Mentions 85 1610 Blog Comments 0 70

10. Measurement • External – Website Analytics • Qualified Traffic – Blog is the most view page on the site – Top 5 referrers of traffic are social networking sites July 1st Jan 1st Unique Monthly Visitors 230 525 Monthly Pageviews 1458 2120

11. Listen Deeply

12. Top five research tips to impact your communications 1. Aim to see the world through the eyes of your audience 2. The research process changes those who participate 3. The research process will focus your thinking 4. Use multiple sources of information to increase the strength of your evidence 5. Research involves people in your communications and predisposes them to change in attitude and behaviour

13. Thank you Come join the conversation! Twitter: @TyrellMara LinkedIn: www.linkedin.com/TyrellMara Or visit: www.tyrellmara.com

Social Media Communication Strategy and Case Study

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Social Media Communication Strategy and Case Study