#SocialSuperHero Be a Social Media Super Hero Presentation for Portland Female Executives

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Learn how to excel at social media and perfect your Social SUPER Powers!

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#SocialSuperHero Be a Social Media Super Hero Presentation for Portland Female Executives

  1. 1. Be a Social Media Super Hero #SocialSuperHero Presented by Lisa Peyton
  2. 2. 10 years experience in digital •Teacher •Writer and Blogger •Social Media Strategist •Executive Social Media Coach •Student PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  3. 3. What I know about you… • • • • • • • • • Want to learn more about social media BUSY professional women Do I even have time for social media? What’s the value? What will I ‘say’ on social media? I don’t know enough to get started. Overwhelmed by all the options! I don’t have a strategy or plan for social media. Other challenges? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  4. 4. Go from this… PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  5. 5. To this… PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  6. 6. What I hope to leave you with: • PROVE the value of social media • New approach to online identity • Social media opportunities and benefits • Outline for social media strategy and plan • Tools of the trade • Ongoing support and additional resources PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  7. 7. Leave feeling: • • • • • Confident Inspired Hopeful Heroic Supported! PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  8. 8. Why online? • People ARE looking for you online • 97% of consumers use online media* BEFORE buying products and services • ‘Word of Mouth’ businesses STILL need to build online presence • Employers, prospects, clients, colleagues, friends, blind dates, *http://www.biakelsey.com/company/press-releases/100310-nearly-all-consumers-now-use-online-media-to-shopneighbors ARE ‘Googling’ YOU locally.asp PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  9. 9. Find this? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  10. 10. Might as well do this… PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  11. 11. Your ONLINE identity IS REAL • Can’t ignore ‘virtual’ any longer • Everyone is connected and looking online • Many first impressions are digital • Multiple roles, multiple identities – our REAL lives are just one window among many • Digital worlds and ‘real’ worlds colliding PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  12. 12. Only years away from this: PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  13. 13. 5 Benefits Unique to Social Media PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  14. 14. 1) You can control your digital self – Who do you want to be? What do you want your brand to be? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  15. 15. 2) The power of weak ties and increased social capital. Research shows people are more likely to get jobs from friends of friends, rather than immediate friends. social capital is the expected collective or economic benefits derived from the preferential treatment and cooperation between individuals and groups. Research shows that the more time people spend online the more in-person contact they have, thus positively enhancing social capital. *http://www.psychologytoday.com/blog/positively-media/200903/why-linkedin-works PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  16. 16. 3) No more gatekeepers – you are your own publisher. Low Cost High Reach PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  17. 17. 3) Crowdfunding - No money, no problem! PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  18. 18. 4) Access to influencers, thought-leaders and firestarters. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  19. 19. 5) Level Playing Field – People more powerful than corporations on social networks. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  20. 20. Social Strategy – THE PLAN 1) RESEARCH 2) PLANNING 3) LISTENING & ENGAGEMENT 4) COMMITMENT & ACCOUNTABILITY PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  21. 21. Part 1: Research PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  22. 22. Why do you need a strategy anyway? • • • • What are you trying to accomplish? Who are you trying to reach? Which social media platforms will be most effective? How will you define success? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  23. 23. S. N. A. P. – Social Need Action Plan PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  24. 24. YOU – Self Discovery •WHO are you? •What are your PIT’s? (Passions, Interests and talents?) •What are your professional goals? •What do you have to offer? •What is your current digital footprint? •What is your signature story? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  25. 25. Workshop: Google Yourself 1) Go to the Google AdWords Preview Tool: https://adwords.google.com/d/AdPr eview/ 2) Google Variations of your name and/or your company name. 3) Are you on the first page? 4) Are all results positive? 5) Record your results on the Planning Guide Spreadsheet ‘Research’ tab. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  26. 26. SMART Goals and Objectives • • • • • What do you want to accomplish? Is it measurable? Is it time-sensitive? Does it help you meet your overall career and business objectives? Can have more than one social media objective PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  27. 27. My 2014 Objectives Social Media Objective 1: Grow, engage and learn from my professional network by posting provocative and valuable information online. Social Media Objective 2: Build stronger relationships with my personal network by reading their updates and sharing my own. Measureable Outcome: 25% increase in overall followers, fans and connections and 25% increase in engagement by Dec 31, 2014. Measureable Outcome: 100% increase in my engagement rate with my friends updates by Dec 31, 2014. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  28. 28. Part 2: Planning - Building Your Roadmap PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  29. 29. Defining Your Audience Segments • • • • • Review your research, goals and objectives. WHO are you speaking to? Determine specific categories of similar audience members They can include: colleagues, potential clients, potential employers, friends, family, book club members or any group that you are directly associated with. Within each of the segments listed above there may be additional sub-segments PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  30. 30. My target segments Professional Peers •Strategists •Bloggers •Community Managers My Students • Current students •Alumni •Program administration Local Friends • Friends •Family •Portland-based Out-of-towners •Friends •Family • NOT in Portland PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  31. 31. Social Media Channels • • • • • Definition via Wikipedia: Platforms on which people create, share, and/or exchange information and ideas. Hundreds of popular social media platforms Which ones interest you? (P.I.T.’s) Which ones house your target audience? Which ones will help you meet your objectives? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  32. 32. Channel Selection • WHO – Is your target audience using the platform? • WHAT – Align the type of media on each platform with your own interests. • WHY – Does engaging on this channel MEET your overall objective? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  33. 33. Part 3: Listening and Engagement Strategy PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  34. 34. You’ve GOT to Listen • Social media is all about conversation. • Dinner party metaphor – NOBODY wants to sit next to the guy who can’t stop talking about himself. • Listening, commenting and sharing other peoples content needs to be part of your strategy. • Develop a listening strategy for each channel you engage on. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  35. 35. Listening Strategy • Schedule time to ‘listen’ on each channel you’ve selected. • Be sure you’re updated EVERY time someone engages with you or your content on social media. • Respond to those that comment, like or share your content. • Consistently scan social media channels for updates from your network that interest you. Comment, like and share. BE AUTHENTIC! PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  36. 36. HOW to Listen • Google Alerts – Google will email you whenever someone uses your name, your company name or mentions a topic of interest to you. • Email Updates – Review social platform settings to ensure you get an email when someone engages with your content or mentions you on Twitter. • Phone Apps – Use social platform mobile apps to ‘listen’ to your channels when you’re on the go. • Social Dashboard – Create a social media listening dashboard using a 3rd party tool like Hootsuite. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  37. 37. Engagement Strategy • Once you’re comfortable ‘listening’ it’s time to ENGAGE. • Plan posts based upon your audience’s NEEDS – S.N.A.P. • Discussion questions and rich media make the most engaging posts. • Determine the frequency of your updates on each of your selected social media channels. • Be realistic in terms of your time commitment. • Customize - Test different frequency schedules to determine which resonates with your audience. There is NO standard formula that works for everyone. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  38. 38. S. N. A. P. – Social Need Action Plan PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  39. 39. Part 4: Commitment and Accountability PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  40. 40. But is it working? • • • • • After research, planning and posting – it’s time to determine if you’re connecting. Social media provides real-time feedback from your target audience. Tracking key performance indicators or KPI’s over time is the BEST way to determine effectiveness KPI’s should be based upon your objectives and limited to only actionable metrics. Track at LEAST monthly PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  41. 41. Choosing Your Metrics • • • • Should be fairly painless if you have clearly defined objectives. Engagement Metrics: Comments, ‘likes, +1’s, reshares, RT’s, video views, downloads Growth or Reach Metrics: # of fans, followers, likers, etc. Unless you want to spend HOURS tracking, make this a short list PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  42. 42. My 2014 Objectives and KPI’s Social Media Objective 1: Grow, engage and learn from my professional network by posting provocative and valuable information online. Social Media Objective 2: Build stronger relationships with my personal network by reading their updates and sharing my own. Metrics: •Overall # of followers, fans, ‘likers’, etc. •Engagement rate on each platform (# of rt’s, comments, likes, shares) •Klout Score Metrics: • # of times I comment, like, share, etc.) • # of times they comment, like, share, etc.) PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  43. 43. My Metrics – Tracked Monthly • • • • • • • # of LinkedIn Connections # of Instagram Followers #of Twitter Followers #of Google+ Circlers Klout Score # of RT’s, replies, mentions on Twitter over the last month (Tweetreach or Hootsuite) # of comments, shares, likes from my personal connections on Facebook over the last month (Facebook insights) PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  44. 44. TOOLS of the Trade: ‘A workman is only as good as her tools’ PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  45. 45. Tools Covered: • • • • • • • • • • Hashtags Twitter.com Hootsuite.com Vizify.com Flipboard.com Followerwonk.com Tweetreach.com Newsle.com RebelMouse.com Klout.com PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  46. 46. What these tools can do for you • • • • • • Save you time Help to measure your success Save you money Streamline your social media updates Provide valuable insight Provide compelling content to share with your network PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  47. 47. #Hashtags • Not just on Twitter anymore – Google+, Facebook, Instagram and other platforms employ them. • Hashtag – A word or phrase preceded by the # symbol that helps people find and join conversations about a particular topic. • Research and follow hashtags relevant to your objectives – #socialmedia #coaching #PDXDMS #pdxBCB #digitalstrategy #marketing PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  48. 48. Twitter • GREAT content source • Regularly follow relevant and active hashtags • Create lists of influencers and thought-leaders in your industry • Add lists and hashtags to your listening dashboard • RT with relevant hashtag can provide value PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  49. 49. My Twitter Lists: Media Psychology Scholars, psychologists, bloggers and journalists talking about media psychology. Newsies: Social media and tech editors and journalists. Potential writers who may be interested in publishing my articles. PEYTON MEDIA MANAGEMENT DC Family: Family and friends from my hometown. Transmedia Storytellers: Professionals working to create transmedia experiences. Social Media Planning Guide
  50. 50. Hootsuite • My FAVORITE low-cost social media dashboard tool • Manage and connect with over 35 networks including Facebook, Instagram, Twitter, Google+, YouTube and LinkedIn • Pro plans starting at $8.00 per month • FREE option • GREAT mobile phone app – manage social media away from your desktop • Hootsuite University – AMAZING tutorials about how to configure and use the tool PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  51. 51. My Hooty Dashboard: PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  52. 52. My Hooty Mobile Dashboard: PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  53. 53. • Standard Vizify accounts create a DYNAMIC online social media bio • Can be added to website, email signature, anywhere • Vizify Premium comes with a custom domain, yourname.com, and hosts your Vizify bio. • Plans start at $7.00 per month PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  54. 54. Flipboard iPhone share feature • AMAZING mobile app that allows you to FIND and share compelling content – iOS, Android, Windows, Blackberry, Kindle Fire and NOOK • Can update multiple accounts – Twitter, Facebook, Google+, LinkedIn, tumblr, Flickr, Instagram PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  55. 55. • Followerwonk owned by moz.com • Free and paid version • Analyze feature allows you to slice your Twitter followers into actionable segments • Search for Twitter influencers in your industry • Find the most active hours of your current followers PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  56. 56. • Free report offers up Twitter data for the past week • Pro reports start at $84 per month • Shows estimated reach, impressions, replies, retweets, top contributors and most retweeted tweets • GREAT tool to help determine WHICH content is valuable to your audience PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  57. 57. Newsle email updating me about LinkedIn contacts’ content • Tool that sends content from your Facebook friends or LinkedIn connections to your inbox • Tweet/Share link with author’s Twitter ID from your inbox with one click PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  58. 58. Easily customizable webpage content sourced from social media profiles • Social hub content aggregator • Can create standalone website, $10.00 per month – integrates with MailChimp to provide seamless email/newsletter functionality • Pulls all social media updates into website or blog ready format PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  59. 59. • Klout provides a ‘score’ to help determine influence • You can connect all your social channels with Klout to help increase your score • Klout now helps you ENGAGE by curating content your followers may find valuable PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  60. 60. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  61. 61. Additional Resources and Ongoing Support – www.lisapeyton.com/store USE discount code: PDXFX for 50% off my online course! • Four video presentations on Planning Your Strategy • Listen on your smartphone, iPad or at your desktop • Hands-on workshops • PDF Library filled with dozens of hands-on resources and guides • Ongoing LinkedIn Group – Be a Social Media Super Hero – created JUST for my online students PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  62. 62. Contact: lisa.peyton@gmail.com Website: www.lisapeyton.com Twitter: @LisaPeyton Slides: http://www.slideshare.net/lisapeyton PEYTON MEDIA MANAGEMENT

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