Now In many (perhaps most) big companies, we are past the point of debating why we should do social media and more often wondering how we can do social media well. That’s the good news. The bad news is that many organizations are making it much more about the media than it is about the social, using traditional incentives and rote communications crumbs cast off from dusty email newsletters. Jay Baer – Marketing Sherpa
What you needed for marketing Objectives and Goals Competition Research Target Audience Profile Key Insight Brand Statement and Story Strategy Tactics Measurement Adjustment
I treated Social Media like it was just another tactic when really I knew better.
real time communications Face-to-Face, instant message, and cell phone are real time communications but they are also fleeting. Social Media is real time communications that can be permanent and spread virally. That’s the scary part.
Your audience has an audience How many people know that he really dislikes being here?
Different reality I'm not saying this is inherently bad or inherently good – it is just a different reality, and it does come with some conditions. As leaders we need to help our workforce understand and navigate the challenges that come with the blurring of this line between the professional and personal. This is more than just making sure your people are aware of bank scams and how to set proper security settings on Facebook. This is helping them to understand how to recognize for themselves the implications of sharing personal information indiscriminately and of the shifting boundaries of privacy in their professional lives. The second challenge for leaders in this environment is finding the balance between accountability and empowerment. If you're going to empower your people to communicate, you need to stick with it as you lead by example. Adm. Gary Roughead Chief of Naval Operations
How to enhance your digital presence You can control this - the more you add, the more the search engines find. Industry Standards Domain Name / Blogging Linkedin Facebook Twitter YouTube Blogging Photo Sites Member Sites
Marketing Secret: If you are suffering from negative comments, then comment yourself. It will push the negative comments up and into the feed. Same thing goes for a bad website. Add more content to the web and the bad content loses traction.
What are you known for?Write a brand statement for yourself.
Brand Statement To (target audience), (your name) is the (blank) provider/service of (blank) delivered through (blank). To Notre Dame Campus Communicators and employees, Don Schindler is the thought leader for creative marketing and communications solutions in both digital and print.
Brand Statement To (target audience), (your name) is the (blank) provider/service of (blank) delivered through (blank). To Hispanic Business Leaders in my region, Don Schindler is the connector, the advocate and the educator of Hispanic business community through networking events and classes.
blogging Search Engines love blogs Easy to do Comments/Feedback Inbound Links Personality Did I mention search engines love blogs?
How do you measure the return? You can: TRUST Track Your Time Measure Your Connections Ask People If You Are Who You Say You Are Measure Your Digital Footprint
Brand: Digital You and Real You Merge You are trusted. You will be example for your Chamber. Does this mean everything will be fine and dandy? Nope. You’ll have other issues to contend with but you will be on the right track and you’ll gain experience on how to deal with digital issues – which will help your network. Your employees will follow your example as well.
Your workforce has an audience How many people know that he really dislikes being here?
So what do you need to do? Goals Listen / Monitor Governance Education Back to Marketing Basics
Communication Goals Promote and Protect Your Reputation. Connect with audiences in real time and form trusted relationships. Increase engagement with members. Increase membership enrollment.
Listen / Monitor Use the free tools available (takes more time and people). Buy good monitoring tools. Play attention to what is being said and by whom. Set benchmarks.
Set Policy Establish a policy / guidelines for employees. Educate your employees about social media and how to conduct themselves online. Give them a place to go if things go wrong.
Enact Education Take classes or get someone to teach you how to use your digital presence. Teach your staff these things as well. Encourage staff to learn about social media and how it works. Encourage staff to use social media to promote themselves and the chamber.
Back to traditional marketing Objectives and Goals Competition Research Target Audience Profile Key Insight Brand Statement and Story Strategy Tactics Measurement Adjustment
Marketing Objectives or Goals What is success for you? Can it be measured in dollars? How will you track it?
Competition Research What is the competition doing? How are they doing it? What is the message?
Target Audience Profile Who is your best customer? How do you see him or her? How would you talk to them? How do they see you? Where are they?
Key Insights What is the simple unique thing that really speaks to your audience?
Your Brand’s Story / Voice Take your target audience and the key insights you’ve learned and write out what you think they would like to hear from you.
My chamber is the connection point for Hispanic businessmen and businesswomen.
My chamber is the advocate to the government for Hispanic businessmen and businesswomen.
My chamber educates Hispanic businessmen and businesswomen on best business practices.
Communication Strategy Brief Help you think through what you are trying to accomplish. Keep you on track and on message.
Creative Brief Helps you think out each and every tactic.
Communication Editorial Calendar Keeps you on the deadlines so you know when things are supposed to happen.
Strategy – Be The Connector for the Hispanic Business Community
Tactics: Traditional Events Paper Directory Direct Mail Lists
Linkedin Power More connections, more touches Connected to Twitter and Facebook Open up your profile A group can offer sharing Being a community manager takes time, patience and planning Encourage others to talk Automatically emails others with updates they control
Facebook brings More conversations More personality More chances to get into their “life” stream than other pieces
Facebook secrets Bias against newcomers “Most Recent” is not really your friends Links are favored over updates. Photo and Videos trump links. Stalking won’t get you noticed. Get people to comment. Popular kids won’t see you. http://www.thedailybeast.com/articles/2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html
What to delete People should be able to vent but not attack or curse Be careful what you delete Put up a facebook policy
Facebook CALL TO ACTION Join the email list Visit our website Encourage followers to go to website via links, photos, & video Be careful of contests
Twitter Hispanic – 18% Black – 13% White – 5%
PROS Power of instant conversations Spreading the word quickly Helping out member businesses Companies are not the answer – your personality is. Company Twitter as an aggregator You can collect users with bots
Google understands threads and keeping conversations together. I do think that Google+ is more suited for rapid communication over Twitter as it threads the whole discussion in one place, and also allows for longer responses. jeremiahowyang
Brand is both you and your employees and the services your provide Your chamber’s brand is you, your employees and the services you provide. Real Time Communications are expected not a luxury you can’t afford. Consumers demand it. Real Time Communications are everyone’s responsibly. But it all starts with you.