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Game Changer: 5 Steps to Maximize Your Social Media Impact

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Some of the most frequently asked questions about social media are, “sure we’re talking to a lot of people, but how do we know we’re being effective? How do we take our work to the next level? And how …

Some of the most frequently asked questions about social media are, “sure we’re talking to a lot of people, but how do we know we’re being effective? How do we take our work to the next level? And how do we measure what we’re doing?” Learn how you can increase the effectiveness of your social media performance on all counts.


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  • 1. Game Changer: 5 Steps to MaximizeSian Wu Your Social Media Impact Nicole Lampe August 2010
  • 2. About Resource Media•  Communications Strategy•  Execution and Outreach•  Digital and Social Media•  Environmental and Health Policy Focus
  • 3. San Francisco Seattle Boulder Kalispell Sacramento30 Staff9 Offices Bozeman Portland Salt Lake City Anchorage
  • 4. Have a Question? Need Help?
  • 5. Game Changer Plan: 1. Fine tune your strategy 2. Establish social media guidelines 3. Engage with your fans 4. Energize your campaigns 5. Evaluate your social media work
  • 6. 1 FocusFine Tune Your Social Media Strategy
  • 7. What’s your overarching goal?What are youtrying toaccomplish?
  • 8. What are yourobjectives?What do you need yourcommunity to do? Who do you need to influence? What do they care about? 
  • 9. Get Specific•  Define your overarching goal Facebook objectives: •  Use Facebook to find and engage with•  Set specific supporting objectives women, age 25 to 54 in Portland, OR.•  Be realistic, quantifiable •  Over the next 6 months, build  relationships with fans peaking with 250 comments sent to lobby officials.
  • 10. Figure Outthe Numbers•  Look for similar organizations•  Make observations •  Note the number of followers over 2 years•  Study their numbers •  Example objective:•  Get ideas for your objectives Gain 200 new followers in 3 months 
  • 11. Determine theAudience•  Current or new supporters?•  Influencers or decision makers?•  Journalists?•  Political officials?
  • 12. Takeaways: “Social media is just a buzzword until you come up with a plan.” – unknown •  Being on Twitter is not a strategy •  Wanting more fans on Facebook is not a strategy •  Determine what you are trying to achieve (your goal) •  Create measureable objectives •  Define your strategy •  Prioritize and focus  
  • 13. 2 Play Nice  Establishing Social Media Guidelines
  • 14. DevelopGuidelines•  Convey consistent voice•  Keep everyone on the same page•  Handle the unexpected
  • 15. Guide YourWork•  Personality, tone•  Type of content•  Keywords•  Schedule
  • 16. Find YourPersonality•  Experienced or a start-up?•  Leader or grassroots?•  Authority or watchdog?•  Lively and fun or serious?
  • 17. Make ContentDecisions•  Opinion or factual?•  Political?•  Keywords? Hashtags?•  Off limits?
  • 18. DetermineKeywords•  Use Google Analytics and AdWords tools•  Create short list of keywords•  Spread consistently throughout your content
  • 19. Create aSchedule•  Posting days, times, frequency?•  Travel, vacation schedule?•  Monitoring, measuring, reporting? Format?
  • 20. Play by theRules•  How transparent should you be?•  Does this fit your code of values?•  How will you handle controversy?•  Who should respond?
  • 21. Takeaways:“Don’t say anything online that you wouldn’t want plastered on a billboard with your face on it.” Erin Bury, Sprouter community manager• Define who you are• Document your decisions• Play by the rules  
  • 22. 3 Be Social Engage with Your Fans 
  • 23. Know Your“Personas”•  Who are they?•  What kind of info would they value and find helpful?•  What info would they share?
  • 24. Play to TheirStrengths•  Engage with each segment•  Recognize their participation•  Build asks over time
  • 25. Get Off theBench•  Solicit feedback and ideas Tweetup Chapter meeting•  Host polls and surveys•  Meet offline•  Thank fans & share their work
  • 26. Engage “Do you have a story to tell? Let us know in the comments!”through Blogs “Do you have experience with this? We’d love to hear about it in the comments section.” “Interested in being our guest•  Ask for feedback, ideas, input blogger for the day? Leave a•  Invite influencers to guest blog comment telling us why!”•  Hold a contest “What are you doing in your•  Reach out to other bloggers neighborhood? Please share your ideas in the comments.”
  • 27. Find NewFriends•  Start broad, hone in•  Use keywords in searches•  Get creative
  • 28. Look Beyondthe Bleachers•  Know your traffic referral sites•  Use google alerts•  Get creative
  • 29. Takeaway: “Social Media is about sociology and psychology more than technology.” Brian Solis Principal of FutureWorks
  • 30. 4 Lean Forward  Energize Your Campaigns
  • 31. Make a Plan•  Integrate & cross pollinate•  Create or warmup relationships•  Measure before & after
  • 32. Be PresentEverywhere•  Make variations of great content•  Turn content into social objects•  Slice, dice & spread
  • 33. Example: NRDC’s Integration & Cross Pollination Techniques
  • 34. www.bitly.comGo Wide •  Use shortened, trackable links   www.adwords.google.com  •  Create list of keywords, tags  •  Use in titles, descriptions•  Get great data & better SEO
  • 35. Try a SocialMedia Release   •   Make it easy & brief  •  Use pictures, video, keywords, tags  •  Include sample posts & tweets•  Use trackable links
  • 36. Example: Social Media Release Web Pagehttp://www.marketwire.com/press-release/Arkansas-Tourism-Launches-Green-Travel-Site-1293670.htm
  • 37. Connect withBloggers     •  Create a targeted list  •  Build relationships over time  •  Provide value & ease
  • 38. Rally YourTeam Internally •  Provide big   picture    •  Ask for ideas & input•  Get everyone involved
  • 39. Takeaways: • Integrate & cross pollinate“Think like a • Turn all content into social publisher, objects not a • Try a social media release • Form relationships before marketer.” you need anything   David Meerman Scott, author “The New Rules of Marketing and PR”
  • 40. 5  Score!Measure Your Social Media Work
  • 41. MeasureProgress•  Track the basics, note observations•  Be consistent•  Don’t just count, analyze
  • 42. Tracking onFacebook•  Number of fans•  Increases/decreases over time•  Demographics of your audience
  • 43. Click on the “See All” link viewable only to Administrators
  • 44. Facebook Insights viewable only to Administrators
  • 45. Trackingon Twitter•  Document your numbers•  Look for increase & decrease causes•  Note observations
  • 46. See WhoRetweets•  Find your retweet rank•  Check what gets RT’ed•  Note your biggest RT’ers•  Learn more about them
  • 47. MeasureSentiment•  Use Twitrratr for a simple dashboard•  Try SocialMention for wealth of insights
  • 48. Get Alertsfor Tweets•  Select keywords to track•  Track during campaigns and ongoing
  • 49. Find MoreTwitter Tools•  App store for Twitter tools•  Listings by category•  Analytics, scheduling Tweets, integration, etc
  • 50. Monitor YourReputation•  IceRocket for conversations•  Compete for comparisons•  Klout for influence
  • 51. Example: A tracking and measurement spreadsheet
  • 52. “Activate your fans, don’t justcollect them like baseball cards.” Jay Baer
  • 53. OverallTakeaways:• Determine what’s important• Don’t get caught up in shiny new objects• Focus on what will create change• Link and connect everything• What gets measured gets done• Keep it real!
  • 54. Feedback? 1. Would you recommend this webinar to a friend? 2. On a scale of 1 to 10 with 1 as poor and 10 as best – how would you rate this webinar? 3.  Comments?
  • 55. We Welcome Your Questions! Sian Wu Nicole Lampe Program Director Program Director Resource Media Resource Media sian@resource-media.org nicole@resource-media.org 206.374.7795 x102 503.719.5626 @ThatsSoEco
  • 56. Explore More RM Trainings •  Framing & Messaging – September •  Media Relations – October •  Story Pitching – November •  Blogger Relations – December
  • 57. In theBeginning