Engaging an Audience with Social Media

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Engaging an Audience with Social Media

  1. 1. ENGAGINGAN AUDIENCE
  2. 2. MEME1.) The spread of culture fromperson to person. (Dawkins)
  3. 3. MEME2.) A picture, probably of a cat,with a caption on it. (Internet)
  4. 4. WAIT…WHO ARE YOU?
  5. 5. Innovative communication strategies for greater social impact.
  6. 6. SOCIAL NETWORKINGTools for connecting people.
  7. 7. SOCIAL NETWORKING FACEBOOK LINKEDIN 845 million 135 million TWITTER GOOGLE+ 462 million 90 million
  8. 8. DIGITAL MEDIATools for creating content.
  9. 9. DIGITAL MEDIAYOUTUBE FLICKR4 billion 50 million(views per day) (active users)TUMBLR INSTAGRAM120 million 1.5 million(active users) (photos submitted daily)
  10. 10. LIFESTYLE MEDIATools for augmenting life.
  11. 11. LIFESTYLE MEDIAPANDORA FOURSQUARE125 million 15 millionYELP PINTEREST22 million 10 million
  12. 12. MEDIA CURATIONTools for organizing information.
  13. 13. MEDIA CURATIONGOOGLE STUMBLEUPON`300 million 20 millionREDDIT DIGG28 million 17 million
  14. 14. IS ANYBODYOUT THERE?
  15. 15. RESEARCHAlert Search Track
  16. 16. MEASUREInfluence Sentiment Volume
  17. 17. EVALUATE What is the standard? What is being said? Who is connected? How? Who are they connected to?
  18. 18. HOW DO WE KEEP UP?
  19. 19. It Takes Time5 hours/week to start listening10 hours/week to participate15 hours/week to create buzz20 hours/week to build community3-6 months until you see results
  20. 20. It Takes ResourcesCreation Graphic DesignUpkeep Website DesignBlog Posts Press ReleasesGood Copy Buzz MonitoringEngagement Crisis ResponsePhotography Critical ResponseReposts Staff ManagementResearch Community Management
  21. 21. STEP 1SET GOALS
  22. 22. Goals should be S.M.A.R.T.SpecificMeasurableAchievableRealisticTimely
  23. 23. Goals should relateback to your purpose. Mission Vision Strategic Plan Tech Plan
  24. 24. Goals should relate to time.Short-termMid-termLong-termVision
  25. 25. Outcome examples… Increase traffic from Facebook to our website by 5% in 3 months.
  26. 26. Outcome examples… Increase sales 20% over last year by November 20th.
  27. 27. Outcome examples… Have Mother’s Day 5K reposted/retweeted by 6 key social connectors before event.
  28. 28. STEP 2IDENTIFY AN AUDIENCE
  29. 29. Identify an Audience
  30. 30. Identify an Audience Clients
  31. 31. Identify an Audience ClientsDonors
  32. 32. Identify an Audience ClientsDonors Volunteers
  33. 33. Identify an Audience ClientsDonors Volunteers Influencers
  34. 34. Identify an Audience CustomersInvestors Employees Influencers
  35. 35. STEP 3SELECT A TOOL
  36. 36. Select a Tool
  37. 37. Select a Tool Does it meet the goal? What do you want? How much time? How much money?
  38. 38. STEP 4IMPLEMENTA STRATEGY
  39. 39. Develop CapabilitiesIdentify internal champions Train and support implementers Stay knowledgeable
  40. 40. Define ActivitiesIdentify resources required Define phases and timeline Establish responsibilities
  41. 41. Engage in ConversationSelect the mediums for interaction Provide relevant content Engage the influencers New Media Worksheet at Aids.gov http://blog.aids.gov/downloads/new-media-strategy-map.pdf
  42. 42. Implementer InnovatorDecision-makers And Policies How do we get people there? How many posts per day? What info do they want? Do we use events, causes, …? Outcomes Who in our network is influential? Objectives
  43. 43. STEP 5 EVALUATETHE IMPACT
  44. 44. $
  45. 45. QualityFrequencyLikesReposts Retweets Followers References
  46. 46. SubscribersLinkbacksSharesFrequency and Quality
  47. 47. Cameron Krugercckruger@horizonnps.com(218) 461-9799www.horizonnps.com

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