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Social Media Strategy Kickstart

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The format is this: I’m going to go over some fairly simple Social Media 101 basics at first. This may be rehashing what many of you already know, but I want to make sure we are all using the same …

The format is this: I’m going to go over some fairly simple Social Media 101 basics at first. This may be rehashing what many of you already know, but I want to make sure we are all using the same vocabulary as we move forward.

After that, I’m going to share with you the 3 social media must haves every association needs today.

We’ll talk about goal setting and monitoring

And along the way, I’ll be sharing examples with you of associations and different businesses - the really good and the just getting there organizations – and what they are or are not doing right.

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  • A lot can happen in 90 minutes. That’s why today is going to provide you with what you need to know to get that kick in the pants you need to knowledgably set forth and explore, find your goals, and then attain them. And I intend, she says valiantly as she can muster, to be the one to take you there. All joking aside, we do have a fairly packed 90 minutes ahead of us and I want to make some time for some questions from all of you along the way. The format is this: I’m going to go over some fairly simple Social Media 101 basics for the first 15 minutes. This may be rehashing what many of you already know, but I want to make sure we are all using the same vocabulary as we move forward.After that, I’m going to share with you the 3 social media must haves every association needs today.We’ll talk about goal setting and monitoringAnd along the way, I’ll be sharing examples with you of associations and different businesses - the really good and the just getting there organizations – and what they are or are not doing right.
  • So right out of the gate when I speak to groups in person, there are inevitably those people in the group with arms folded and usually they are the ones who later share that they believe social media is a fad. They believe that everyone will be going back to not using social media and that we shouldn’t put much stock into it. You wouldn’t be here if you believed that were true and even if youi are holding on to those thoughts right now. I’m not going to try to prove its worth to you. When your members face this kind of picture when they go out any where in public, they can’t deny the hold that our communication tools have on us. So what I want to say to you here is to try to move past the stubborn and stodgy in your membership who don’t see the worth in your efforts in social media. The arguments aren’t rational against the statistics, so let’s move on to a review of the two big social media tools we’ll talk about today, the vocabulary associated, and later I’ll share a few ways you can help lead the less tech savvy in your midsts to understand this focus.
  • Twitter and Tweeting. Let’s talk about Twitter. Twitter for me was an evolution of discovery. It was not an organic learning process…even for someone who is a gadget and technology lover like I am. What I’ve found since then, is that it is pretty much that way for everyone. You hear about the value of Twitter…you don’t hear about the ease of its adoption…or that it is super easy to pick up. I was an early adopter, sort of, in that I tried it out first in early 2007, shortly after it really made its appearance (it was created in late 2006). I tried it, didn’t get the point, abandoned it, and really didn’t get it. But then, I noticed more and more talk about it online in some smart circles and decided to give it another shot. Instead of just playing around, I looked up blog posts online about how to get the most out of Twitter and how to find good people to follow so that the conversations I followed meant something to me…was valuable. We’re going to go over how people use Twitter using this example of the NFIB Association, which has received high praise for its involvement in social media efforts. You’ll see me use NFIB and other examples from different industries and associations along the way and I encourage you to make use of those examples and feel free to look up more about them on their websites at a later time. Twitter is a social networking and microblogging service that allows you answer the question, "What are you doing?" by sending short text messages 140 characters in length, called "tweets", to your friends, or "followers.”Twitter has many uses for both personal and business use. It's a great way to keep in touch with people and quickly broadcast information about where you are and what you're up to. For example, "I'm downtown and aching for some sushi. Anyone like to join me?"For business, Twitter can be used to broadcast your company's latest news and blog posts, interact with your customers, or to enable easy internal collaboration and group communication. Source: http://tweeternet.com/
  • Twitter is the name of the social media tool allowing people to post updates in 140 characters or less. A tweet is one of those updates.A Tweep/Twitterer/or even a Tweeter refers to someone who tweets. People used to be a lot more snobby about using the wrong terminology, but most people who have been on Twitter for several years now have heard it all and just don’t care anymore. I think they’re just happy more people are starting to understand it.A Follower sounds like serious business, but it just refers to someone who has decided you might have something interesting to say that they might be interested in hearing. It doesn’t mean they know you, want to know you, or expect anything in return. You don’t have to follow someone back if they follow you. To follow someone means that you are interested in or might be interested in what they are saying. Period. Your Twitter alias is preceded by an “AT” sign and a hashtag helps people to group topics or chats together.#FF or #FollowFriday:A tag used on Twitter as a way to tell your followers about other Twitterers that are worth following.  This is done most often on Fridays. Put the #FollowFriday hash in your message to let others know you're sharing knowledgeable people that they should follow.Tweetups is a Twittermeetup in person. Tweetdeck/Hootsuite are a couple of tools that are used to manage multiple chats or Twitter accounts, so when you see something with tons of columns that looks like someone is launching a shuttle using Twitter, that’s probably You’re probably looking at Tweetdeck or Hootsuite.And a Twebinar isn’t listed here, but it is a Mashup between a Webinar and Twitter…
  • If you have time after this webinar, you might check out FirstBank’sFacebook Page, which illustrates the conversational, friendly tone that seems to work best for social media. You won’t see the typical marketing speak here…instead you see wall posts from the bank that remind you that you are talking to a human being. You can visualize the smile that your bank representative has…you start to like them and by relation, you develop feelings for the organization. An authentic voice is key in forging new relationships online. Every connection, member, customer is a pearl. ##
  • #1 How many of your organizations have the following?Twitter alias onlyFacebook Page onlyTwitter and FacebookNone of the AboveAll of the above PLUS some
  • Passive: In observation mode. Getting the lay of the land. Listening. Goal us to learn what convos are happening, where they are happening and how often, and you start laying out your approach with what you learn.Responsive: Taking the first step in engagement online. Still listening, but also responding to active dialogue. Usually that would look like basic responses to mentions on Twitter and blogs or FB pages…Engaged: At this point, your org is ready to not just participate in existing convos, but maybe start some of your own…startinga blog or initiating convos in your social networks like Ning, Twitter, or on a FB Page. Your leading the convo, not just following.Creating: A Step beyond engagement. More than just a convo…generation of meaty, useful, content for community and potential community. this would include a full content marketing strategy that incl development of independent content to ext thought leadershipIdentifying where you stand now is important. The next step is figuring out what to do next. Every organization in the year 2011 has THREE SM MUST-Haves…##How much time will it take? Based on your availability of time, with a minimum of 5 hrs per workweek for the least amount of activity, and moving up from there, here’s how it should work out percentage wise…1. Passive: 80% Monitoring and Research/20% Measuring2. Responsive: 60% M&R/20% Responding/20% Measuring3. Engaged*: 50% M&R/<20% Initiating/20% Responding/20% Measuring4. Creating*: Content creation: 50% M&R/40% Creating/10% MeasuringEngagement and outreach: 40% M&R/20% Initiating/20% Responding/20% MeasuringWhat about people? Although this is often 1 person in small organizations, if there are more, it could something look like this:1 team member = 10-15 hrs/wk LISTENING 1-3 team mems = 5-15 hrs/wk Engaging, Initiating & Creating1 team member = 5-10 hrs/wk Measuring
  • Social media is no longer a trend aimed at capturing only the interest of Gen-Y consumers – it has gone mainstream. In fact, the largest growing segment in this area is people over 50 years of age…. The 50-74 years olds are changing their habits on communicating and the Gen Y customers don’t know of a time without online news and information. Communication trends have changed. The fad question is irrelevant. We want everything available to us at any time. Who wouldn’t?Given the growing size and age of the social media’s audience we can’t afford not to understand how to leverage it to grow and strengthen our business.Some larger banks are taking this seriously. At the beginning of this year, CitiBank launched its specially trained social media staff online to handle customer queries after hiring a well-known social media presence Frank Eliason, who was best known for turning around Comcast’s abysmal customer service reputation online by starting the Twitter handle @comcastcares. CitiBank is now asking Mr. Eliason to do that for them and now has over 100 Franks to make sure that it happens and everyone is watching. I’ll share a glimpse of what that looks like with you in a little bit.Getting customers to engage in a corporate-sponsored online community is a major feat, but Sweden's SEB (SkandinaviskaEnskildaBanken) mastered the task by taking a no-sell approach on its online community for treasury and finance professionals. This is another interesting way banks are reaching out to build relationships. People do business with people (or organizations) they like, trust, know. The Benche is providing a place for conversation and allowing the SEB to host that party and be the thought leader for the industry.FirstDirect is getting onto the Fourth screen, that little buzzing mobile device we’re calling a phone, but that’s really becoming more and more of a computer everyday. They are trying to be the hip, technologically savvy presence in banking that is providing customers with convenience and building community by offering things like discounted concert tickets to bank members on their Facebook Page. Think that’s better than a Dum-Dum? ##Facts:1. The average student between 16 and 24 has 140 Facebook friends, 80 Twitter contacts, and 30 acquaintances from other online and offline networks. (from 1/14/11 Wiki Geeks Project – Phase 1, Cambridge, Mass.CitiBank and Frank Eliason from Comcast Cares Getting customers to engage in a corporate-sponsored online community is a major feat, but Sweden's SEB (SkandinaviskaEnskildaBanken) mastered the task by taking a no-sell approach on its online community for treasury and finance professionals. www.thebenche.comFirst Direct banking app (2011)
  • Social media is no longer a trend aimed at capturing only the interest of Gen-Y consumers – it has gone mainstream. In fact, the largest growing segment in this area is people over 50 years of age…. The 50-74 years olds are changing their habits on communicating and the Gen Y customers don’t know of a time without online news and information. Communication trends have changed. The fad question is irrelevant. We want everything available to us at any time. Who wouldn’t?Given the growing size and age of the social media’s audience we can’t afford not to understand how to leverage it to grow and strengthen our business.Some larger banks are taking this seriously. At the beginning of this year, CitiBank launched its specially trained social media staff online to handle customer queries after hiring a well-known social media presence Frank Eliason, who was best known for turning around Comcast’s abysmal customer service reputation online by starting the Twitter handle @comcastcares. CitiBank is now asking Mr. Eliason to do that for them and now has over 100 Franks to make sure that it happens and everyone is watching. I’ll share a glimpse of what that looks like with you in a little bit.Getting customers to engage in a corporate-sponsored online community is a major feat, but Sweden's SEB (SkandinaviskaEnskildaBanken) mastered the task by taking a no-sell approach on its online community for treasury and finance professionals. This is another interesting way banks are reaching out to build relationships. People do business with people (or organizations) they like, trust, know. The Benche is providing a place for conversation and allowing the SEB to host that party and be the thought leader for the industry.FirstDirect is getting onto the Fourth screen, that little buzzing mobile device we’re calling a phone, but that’s really becoming more and more of a computer everyday. They are trying to be the hip, technologically savvy presence in banking that is providing customers with convenience and building community by offering things like discounted concert tickets to bank members on their Facebook Page. Think that’s better than a Dum-Dum? ##Facts:1. The average student between 16 and 24 has 140 Facebook friends, 80 Twitter contacts, and 30 acquaintances from other online and offline networks. (from 1/14/11 Wiki Geeks Project – Phase 1, Cambridge, Mass.CitiBank and Frank Eliason from Comcast Cares Getting customers to engage in a corporate-sponsored online community is a major feat, but Sweden's SEB (SkandinaviskaEnskildaBanken) mastered the task by taking a no-sell approach on its online community for treasury and finance professionals. www.thebenche.comFirst Direct banking app (2011)
  • Every business, every association, every mom and pop store needs these three elements in social media to survive. A Policy, A Plan, and regular Monitoring. The Policy is of course the policy you create and share with internal staff and volunteers. It covers what is allowed and not allowed when communicating online with members or the public at large. There are a number of different variables that go into this and while it can seem like a daunting task, there is help available and I’ll get back to that in a minute.Planning and having a social media plan is critical. Even if your idea is to remain passive, you still need to address how you will handle any sort of social media crisis or customer service issues that will arise. No one can escape the need for a social media plan, if anything, to give the staff an understanding of the direction the organization is headed using social media tools. Without a plan, you’d be surprised at the trouble that can come into play. Fake Fan Pages. Fake Twitter handles representing the name of your org. Which brings us to…Monitoring. Monitoring can be done very easily, but it is probably the easiest social media task that everyone ignores while needing the most. If you do nothing else, monitoring your brand online is critical to providing your organization with due diligence. It is like having a telephone ringing in your organization that no one answers. Someone has to listen to what is being said…in this case on the other side of that computer screen. It may be good. It may be bad. Worse yet, it may be absolutely nothing.
  • I just want to say a quick word about having a social media policy. Without this, your employees have no idea whether they are breaking rules or not if they respond to a customer on their personal Facebook site, if they blog about your organization, or if they decide to promote your services on their LinkedIn page. Having a policy helps everyone know what they can and can’t do to make the organization better when using social media. They don’t need to be overly restrictive, but the fact remains that every organization needs one right along with every other HR policy that is shared with new hires.I know that ICBA has a Social Media Policy and it is my understanding that it can be made available to you following the webinar, which is perfect because if you don’t already have one, a great way to start is to take what’s already out there, adapt to your needs, of course review it for legal advice and approval, share with employees and then regularly review as your social media maturity or plans change.
  • People are:Playing more gamesWatching TV without commercialsReading newspapers online, if at allEngaging with high school friends and family onlineGrowing accustomed to doing almost anything from their smart phonesWhere are banks reaching existing and potential customers? E-newsletters? Newspaper ads? Television ads?My hope would be that with some strategic thinking, bank leaders (and any organization leader) would recognize the reach of social media.But I know, I feel in my bones, the doubt…the raised eyebrows…the concern felt about social media….especially when looking at the banking industry. ##
  • Many times online you will see Online Privacy Statements like this one that link to pages focused on various policies and this is a good idea for large organizations with many members and volunteers. That way you can refer them to a webpage that answers their questions about your rules concerning social media.Of course, if you fail to plan, you plan to fail (let’s give a special nod to Benjamin Franklin who allegedly passed that along to us long ago), so we need to decipher what it is we are trying to do with social media at all so we can create our plan. ##
  • Who will be using it? Who is your audience?Who will be championing it?Who will execute the plan? Who will do the work?Who will not be participating? Who will not be part of the team?What exactly are you trying to accomplish?Are you seeking to educate or inform?Are you seeking to energize or evaluate?What are the metrics of success? How will we know if we are accomplishing our goals?Think of the “S” as “Steps”What is the timeline and schedule for roll-out?What is the budget?What resources are available? Manpower & headcount?What is the decision-making tree? Who’s ultimately responsible?Your strategy is not a tool or technologyLook to answer core needs/goals/mission as an organization with tools. Simpler implementation and tools is often the best.Due diligence and patient decision-making is underratedIt’s about relationships - not just what you buy, but sometimes who you buy...
  • We’ll discuss what CitiBank is doing later, but here’s a glimpse at the online community effort Sweden’s SEB is investing in…in this case an open, free community that has the Bank well-known for leading the way in social media. There's definitely value in getting specific answers or networking with executives who have similar jobs in the industry you serve, which is what members of this site are able to do. The Benche can be found on Facebook, YouTube and on Twitter. Social media can be a hard concept for banks to get. Remember, we’re going from center of town, people coming to them for service and Dum-Dums to ATMs and less interaction in person. Now with social media, the bank's behind the scenes and building trust with customers in a new way. ##
  • And here we have thefirstdirect Party in your pocket idea where there is a bank stepping forward to embrace technology by having the most advanced banking app on smartphones first and using Facebook to reach out and reward members for following them. Customers can now use smart phones to access their accounts exactly as they use Internet Banking - only on the move. All Internet Banking with first direct, including on a smart phone, is stated to be “fully secure and covered by their online security guarantee.” They even have a podcast to use to explain the app. [“See how you can keep track on your finances whilst on the move with our banking on the move podcast.”]But are we ready for that? It’s something to think about…##
  • #2 What is your organization’s biggest concerns about social media?a. Knowing where to startb. Legal liabilityc. Time managementd. All of the above!e. other
  • So let me address some of these fears right now.A popular concern is where one should even start when there are so many tools out there? Who will do it? How will we handle training? Should we start on one platform versus another? (Worrying about “Where to Begin” is usually replaced by, “Now what?” when you get started. Its like raising kids…you get through one phase and have that mastered and then it’s time to move on to the next…we’ll talk about that growth in maturity in a little bit.)Obviously legal liability is a concern. What are the risks? Will people post their bank account information online? How can I meet the security guidelines and interact online? This is a question on everyone’s minds since the law is always playing catch up with technology.Finally, time management seems to be the 3rd biggest concern usually mentioned. It sounds like this: We are already maxed out on employees and I have no idea who will have the time to manage all of this. How much time will it take? How will I know if it is worth it? Will this add on to my own workday?No one wants to be burdened with these types of concerns. So, I think it is best of we break these fears down and discuss them one by one and talk about organizing your social media efforts and those of your members. Your community banks are looking to you for guidance and how better to teach than to lead by example? So let’s take a quick poll to see who is still with us. ##
  • Identify where you are in Social Media MaturityThree Musts: Monitoring, Planning, PolicyFocus on one area at a time, starting with monitoringIdentify POST Goals for Social MediaIdentify time allotted to social media developmentReview findings by end of the quarter, assess, and benchmark success
  • There’s a lot of hype in the social media realm over the dozens of new tools and dashboards that help you keep an eye on what people are saying about your company. Indeed, online reputation monitoring and management is quickly becoming a must-have for your marketing strategy. It is every business owner’s dream to be able to keep tabs on their brand name. Now, they can swoop in and clean up after a dirty situation. Likewise, they can reward or thank people for good mentions.
  • The good news:No big box bank can compete with community banks in building relationships on a local level…as long as the community banks are recognizing that this is their strength. People want to support their local businesses. Documentaries are educating people about large organizations and they want to support the home team. Unless the hometeam isn’t easy to find online…and then they might just go with the easier choice…the bank with the most ATMs in their area. Because if they don’t feel a connection to their community bank, why would they choose it unless it won out on convenience?People always seem to want to know the ROI for social media and I can tell you this: Social Media activity will not automatically translate into cash for any organization. Just like belonging to the local Chamber of Commerce won’t necessarily get a business man a certain amount of dollars in a year. It isn’t a get rich scheme. Social Media isn’t a magic trick. Social Media is only as good as the relationships you build as a result of it. The Focus needs to be on Building Relationships in the Community and today that includes the online community, as well. Instead of only showing up at the country club or charity events, banks need to show up online. Otherwise they’re missing the party. ##
  • #3 So what’s the first thing you’re going to do now that you’ve heard all of this about social media?Start monitoringCreate the “3 Musts” Start a profile on Twitter or FacebookNone of theseOther
  • Poll #4 – What do you wish we could talk about a little more before the end of this webinar?
  • Transcript

    • 1. 90 Minute Kickstart
      Facebook and Twitter for the Busy Community Bank Professional
    • 2. Get Over It
      http://www.flickr.com/photos/jfgornet/
    • 3. Twitter and Tweeting
    • 4. Twitter Vocabulary
      Twitter
      Tweet
      Twitterer/Tweep
      Followers/Following
      @
      Hashtag (#)
      #FF
      Tweetups
      Tweetdeck/Hootsuite
    • 5. Missed opportunity to share legal disclosure regarding information security on site
    • 6. Twitter Review
    • 7. Facebook and Liking
    • 8. Facebook Vocabulary
      Facebook
      Like/Liking
      Fan
      Post to the Wall
      Facebook Friend
      Facebook Group
      Facebook Page
    • 9.
    • 10. Facebook Review
    • 11. Poll #1
    • 12. Where to Start:Social Media Maturity
      Responsive
      Passive
      Engaged
      Creative
    • 13. Where We Are
    • What We Know
      • 2010/2011 – CitiBank trains 100 staff to handle online social media customer queries
      • 23. 2010 - Sweden’s SEB establishes online community for treasury and finance professionals – The Benche
      • 24. 2011 - FirstDirect launched first transactional banking app for smartphones
      Older generations are now the fastest growing segment using social media sites
    • 25. Where to Start: Three Social Media Musts
      http://www.flickr.com/photos/pshanks/
    • 28. Social Media Policy
      • What’s out there
      • 29. Adapt to your needs
      • 30. Share with employees
      • 31. Update annually
    • Are You Ready?
      Social Media Policy would help an employee decide how to respond or not respond to this message
    • 32. New Touchpoints
    • 33.
    • 34.
    • 35. Social Media Plan/Goal Setting
      POST Methodology
    • Online Communities
      http://www.flickr.com/photos/jfgornet/
    • 39.
    • 40.
    • 41.
    • 42. Legal information about personal and banking information security
      Engaging with industry professionals as well as customers…building relationships
    • 43. Links “above the fold” on homepage
    • 44. The Fourth Screen
    • 45. QR Codes or 2D
    • 46. Poll #2
    • 47. Concerns
      • Where to begin
      • 48. Legal liability
      • 49. Time management
    • Now What?
      Test the waters
      Work at the three musts
      Monitor
      Identify POST goals
      Make time for social
      Review, assess and benchmark success
    • 50. Time Management
    • Google Alerts to search:
      • “Name of Bank”
      • 53. “Name of Bank” location
      • 54. Industry terms related to bank
      • 55. Prominent names affiliated with bank
      • 56. Competition names
      Simple to use:
      http://bit.ly/gQNEe2
      Assign email account to Google Alerts page
      About Monitoring
      Time Management features:
      More Alerts Tips: http://bit.ly/googleicba
    • 59.
    • 60.
    • 61.
    • 62.
    • 63.
    • 64.
    • 65.
    • 66. Why Social Media Matters
      Businesses that ignore social media do so at the risk of becoming irrelevant
      Social media activity ≠ More money
      Social media activity  Greater engagement, impact
      Social Media is not a fad
    • 67.
    • 68. Poll #3
    • 69. Feedback
    • 70. Thank You
      • @kikilitalien on Twitter
      • 71. kiki_litalien on Skype
      • 72. klitalien@delcor.com
      Ms. L'Italien is senior consultant, technology management for DelCor, an IT consultancy firm.
      Her focus is helping organizations connect with member communities through effective communications and social media strategies.