Social media #i know thebasicswhat'snext_final_cheryl kathleen yanek_sla2012

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How an organization can take their social media strategy to a higher level.

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Social media #i know thebasicswhat'snext_final_cheryl kathleen yanek_sla2012

  1. 1. Social Media: #IKnowTheBasicsWhat’sNextCheryl Kathleen YanekSenior Associate Librarian SLA Chicago - July 18, 2012 © Catalyst 2012 1
  2. 2. #sla2012• Use #sla2012 when tweeting• @CatalystInc• @cherylkathleenFanie Gregoire, Creative Commons Flickr.http://www.flickr.com/photos/fanieart/4086054666/ © Catalyst 2012 2
  3. 3. Why should you care about pushingsocial media to the next level?• The basics aren’t enough• Expand reach beyond traditional audience• Norm for communication today• In-the-moment• Spread awareness• Direct traffic to website and events © Catalyst 2012 3
  4. 4. How Catalyst Connectswww.facebook.com/catalystincwww.linkedin.com/groups?gid=2710104www.twitter.com/CatalystIncwww.youtube.com/user/CatalystClipswww.catalyst.org/blogwww.catalyst.org/blog/cancon © Catalyst 2012
  5. 5. Evolution of Catalyst Social Media Self-experimentation Resistance Experimentation Success! Twitter TeamMichael Holden, “Sunrise at the Temple,” Creative Commons Flickr(2009). http://www.flickr.com/photos/michaelholden/4503255435 / © Catalyst 2012 5
  6. 6. Twitter © Catalyst 2012 6
  7. 7. Facebook © Catalyst 2012 7
  8. 8. LinkedIn• Very organic• Involvement by non-Catalyst staff © Catalyst 2012 8
  9. 9. Yammer © Catalyst 2012 9
  10. 10. Video © Catalyst 2012 10
  11. 11. Blogs © Catalyst 2012 11
  12. 12. MARC © Catalyst 2012 12
  13. 13. Google + © Catalyst 2012 13
  14. 14. How do we use social media? • Knowledge sharing • Answering Questions • SurveyingNationaal Archief, “Man en vrouw delen broodjes / Man andwoman sharing their sandwiches,” Flickr Creative Commons.http://www.flickr.com/photos/nationaalarchief/4900465601/ © Catalyst 2012 14
  15. 15. Twitter Team• Cross-departmental, cross-region• 1 librarian, plus 1 CKO as advisor• 1 VP consultant• 2 researchers• 2 members of our membership team• 1 writer turned social media manager• 1 website planner © Catalyst 2012 15
  16. 16. The Twitter Family Alix Brande Brandee Cheryl David Emily P. Jan Mike Nikki
  17. 17. Develop a Strategy• What is a successful tweet/post – FOR YOU• Who are your followers?• How much do you interact?• Get support from the top• Handle unrealistic goals © Catalyst 2012 17
  18. 18. Buy In• Constant education and awareness raising• Create a business case• What is the competition doing?• Working across the organization• Marketing – externally and internally• Get social media on the agenda• Share your successes!• Keep pushing! 18 © Catalyst 2012
  19. 19. The Voice• Clear message• Same tone• Evolution• Learned by responses“7 Steps for Creating EffectiveSocial Media Strategies,” FlickrCreative Commons.http://www.flickr.com/photos/krisolin/7390533438/ © Catalyst 2012 19
  20. 20. Twitter Voice DOs DON’Ts Provide Don’t criticize commentary our member on current companies events/news Represent Represent the Catalyst our individual POV POV Engage with Fight/argue followers on with followers D&I issues Try and use a Take witty, tongue- ourselves too in-cheek tone seriously! © Catalyst 2012 20
  21. 21. What Gets Measured Gets Done• Keep track of metrics, including: • # of Followers • Types of Followers • Lists • RTs • Top RTs • Mentions • Follow Fridays • Likes Chandra Marsono, “Measuring Distance,” Creative Commons. http://www.flickr.com/photos/chandramarsono/4324 373384/ © Catalyst 2012 21
  22. 22. Current Metrics• Followers: 9,000• Following: 1,609• Klout: 59.1• RTs: 5,600 (90 days)• Mentions: 1,300 (90 days)• Popular RTs © Catalyst 2012 22
  23. 23. Recent Popular Tweets“You can actually run the world in heels and pantsuits.” Hillary ClintonIs being too busy making you miserable?If only our stemware was this shatterproof…The glass ceiling still hovers above Wall Street.Pictures are worth a thousand…stereotypes. Stock photos of women are ridiculous.Fairy godmothers! The facts are in. Pass it on, & pay it forward. © Catalyst 2012 23
  24. 24. What does it mean?• Likes• Comments• RTs• MTs• @ mentions• Hashtags• Follow Friday• DM © Catalyst 2012 24
  25. 25. How to Grow• Engagement• Revision• Interaction• Don’t stop learning• Be honest about what’s working/what’s not• AskVictor Nuno, “Grow/Crece,” Creative Commons. © Catalyst 2012 25http://www.flickr.com/photos/victornuno/438067899/
  26. 26. Engagement • Who are your users? • Where are your users? • How do your users interact?Mowt, “Cat,” Creative Commons.http://www.flickr.com/photos/54844390@N05/5110833180/ © Catalyst 2012 26
  27. 27. Ensuring Team Success• Honest about daily tasks• Help each other• Share ideas• Proper orientation © Catalyst 2012 27
  28. 28. Don’t Be Afraid to Fail!• Take risks!• Learn fromyour mistakes• Be carefulLamentables, “Careful,” Flickr Creative Commons.http://www.flickr.com/photos/lamentables/3937629048/ © Catalyst 2012 28
  29. 29. What is success?• You define success! • The good • The bad • The ugly © Catalyst 2012 29
  30. 30. How to Stay On Top• Read, read, read! • Ragan • Nonprofits Tech 2.0• Constant interaction• Ask for inputChristchurch City Libraries,“Reading,” Flickr CreativeCommons.http://www.flickr.com/photos/christchurchcitylibraries/6882865663/ © Catalyst 2012 30
  31. 31. Do you practice what you preach?www.worldle.com © Catalyst 2012 31
  32. 32. The Technology © Catalyst 2012 32
  33. 33. “I’m fabulous!”• Remind others of your success• Update metrics• Presence on marketing materials• …Ask for help! © Catalyst 2012 33
  34. 34. Internal Code of Conduct • Be respectful • Be responsible • Follow all rules of your organization • Stay out of politicsKierra Anna-a, “Code of Conduct,” CreativeCommons.http://www.flickr.com/photos/keiramellis/2724359030/ © Catalyst 2012 34
  35. 35. Create New Plans• Evolve!• Support all aspects of your organization, even ones you didn’t think about before © Catalyst 2012 35
  36. 36. Resistance…is futile (but frustrating)• Generational divide• Didn’t understand use• Approve every tweet• Education, lots of patience, and success won them over!• To keep executive staff supportive, work with them – not against• WWDST? © Catalyst 2012 36
  37. 37. Social Media Manager • Formalize social media • Push approved messaging • Create a cohesive strategy for social media Mr. Nightshade, “Burning Man 2009,” Creative Commons. http://www.flickr.com/photos/carnivillain/3901155981/ © Catalyst 2012 37
  38. 38. Lessons Learned• What gets a RT/like/share/comment• Right # of tweets and posts per day• Don’t overwhelm your followers• Prioritize sources• How to tweet when there’s nothing to tweet• Ask others if you can share what they say• Re-follow• Metrics!• Training © Catalyst 2012 38
  39. 39. What’s Next?• Educate!• Trends!• Continue to toot your own horn!• Don’t give up! Lily Monster, “Day 59: NeXt Interpersonal Computing,” Creative Commons. © Catalyst 2012 http://www.flickr.com/photos/lilymonster/6116993147/ 39
  40. 40. Questions?• Answers! Cheryl Kathleen Yanek cyanek@catalyst.orgHoria Varlan, “Question Mark Made of Puzzle Pieces,”Creative Commons.http://www.flickr.com/photos/horiavarlan/4273168957/ © Catalyst 2012 40

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