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The connectedness of living in a networked, mobile world has become more a part our daily lives. Remember: Disruption is can be our friend ….. “ When the technology becomes boring, it becomes socially interesting …” Clay Shirky
Share Pair: How is connectedness changing the way your organization engages with target audiences, influencers, or works? What is the value? What is the challenge?
Sharing control of branding and messaging Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Make mistakes Make senior staff too accessible Perception of wasted of time and resources Suffering from information overload already, this will cause more
Is every staff person, volunteer, or stakeholder empowered to be your ambassador on Facebook? What do you need to have in place to encourage this? Photo by Franie
Principle 2: Use SMART objectives for Facebook that align with communications strategy
Step 1: Identify the intent of your Facebook Page Raise brand awareness Identify and recruit new stakeholders to your events, programs, or advocacy actions Answer customer questions or provide customer service Inspire conversation online/offline to support advocacy Get new ideas and feedback on programs and services Research what people are saying about your organization or program area Drive traffic to web site or blog Identify and build relationships with influencers, allies & supporters Research channel
Make it Smart! 1. How many? 2. By when? S Specific M Measurable A Attainable R Relevant T Time Bound
IQ TEST: What objective is SMART? Increase the number of Facebook Fans by 300 by September, 2012 Get more Facebook Fans
Examples: SMART Social Media Objectives Results Acquire 100 new donors through social media channels by June 30, 2012 Tactical Increase likes and comments with fans on Facebook to 3 comments per post by June 30, 2012 Capacity Create one video per month to tell stories about the impact of our organization by January, 2012. Integrate social media across all organization staff and board to use it reach goals by September 30, 2012
One-Minute of Silence: What is your SMART objective?
"The greatest danger for most of us is not that our aim is too high and we miss it but that it is too low and we reach it." Michelangelo
Social media engagement (e.g. Facaebook Page, blog posts, blogger events, blogger briefings, Twitter posts, community site posts & events)
Impressions/Target audience impressions
Earned media site visitors/day
% share of conversation
Key message alignment [traditional & social media]
Accuracy of facts
% share of conversationx
Expressed opinions of interest
Social network Followers
% share of conversation
Endorsement by journalists or influencers
Rankings on industry lists
Expressed opinions of support
Likes and comments per post
Target Audience Effect
Owned media site visitors per day
Facebook Fans and post impressions
Knowledge of company/pro duct attributes and features
Brand association and differentiation
Relevance of brand (to consumer/ customer)
Visitors to website
Click-thru to site
Time spent on site
Downloads from site
Stated intention to buy
Brand preference/ Loyalty/Trust
Requests for quote
Links to site
Intent: Awareness Objective: By September, 2012, we will increase the number of Fans who "Like" us on Facebook by X% or by x number What’s your current baseline: How many Fans does you have now? Compare To Peer Organizations
Intent: Support Objective: By September 2012, we will post content daily that increases the number of comments per post by X By September, 2012, we will post engaging content daily scores x% feedback percentage. Compare to your current baseline: What is your average comment per post ratio? What is your current feedback percentage per post on average? Compare to Peer Organizations
Always Be Commenting fast (within 24 hours) many (respond to everyone) often (make commenting core to your Facebook activity). “ Facebook is our third biggest referrer of online income. Many people buy tickets on the phone or in person at the venue and say they heard about on Facebook!”
"Facebook is just a small piece of my job. I fit in the sort of engagement you see on our page by having set a strategy of treating social media as we would other channel - We would not ignore phone calls, emails or someone talking to us face to face."
Share Pair: A question or visual that will spark conversation about your organization’s programs?
Secret: Ask Different Types of Questions To Get More Engagement Specific Yes or No Timely Edgy Photo True or False Direct Preference Fun Events Experience Humanistic Tips Mad Lib
Beethoven Festival Fan Page Specific What is your favorite Beethoven Symphony? Yes or No Is Beethoven’s Fifth Smphony, your favorite? Timely Today is Beethoven’s Birthday! How are you celebrating? Edgy Do think music in the schools should be cut from public school budgets? Photo What do you think of Beethoven’s family portrait? True or False True or False: Beethoven was completely deaf when we wrote the 9 th Symphony Direct Why do you think people love or hate classical music? Preference Do you like early or late Beethoven? Fun If you were stuck on a deserted island with one Beethoven CD to listen to …. Events Who is attending our All-Beethoven Piano Music concert? Experience What was your favorite moment from our All-Beethoven Piano Music concert last night? Humanistic Have you seen someone fall asleep at a classical music concert? Tips What is your favorite restaurant for before concert dining? Mad Lib If Beethoven’s (fill in the name of piece) was on the concert program, I would not miss it for the world.
Affinity = the relationship between you and each individual fan. That is, how often a fan views and interacts with your Facebook page and individual posts. Plus, how much you engage with your fans: Facebook rewards you for building relationships! Weight = typically, photos receive the highest weight, followed by videos, links, status updates and apps. Manual posts receive more weight than posts by apps. Time = the more recent your post, the higher your EdgeRank score. A popular piece of content will stay for a longer period of time in the News Feed of your fans.
Principle 7: Recycle, reuse, or repurpose chunks of content from other channels