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Getting comfortable with social media

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5 steps for your organization to get comfortable with social media.

5 steps for your organization to get comfortable with social media.

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  • A little bit about me
  • Getting comfortable with social media .. Where should we start
  • Let’s define our terms – what is social media? A type of online communication. Or simply a type of communication. Sure – there is a little more tech-savvy required, but it’s not ABOUT technology. It’s about an evolution in the communication model.
  • So .. We understand that social media is an evolution of communication models. How do we get started? 5 things to consider. People often don’t like this first one.
  • Social Media is about just in time information, conversations, customer support, interaction. It isn’t static and it’s a particularly good archive (blogs are the exception). Your website is still your home on the Internet, your info repository.
  • Second step – know your goals. What does it look like when you get to the finish line?
  • - Keep it simple - Set a benchmark - Know your costs - Make sure it's trackable
  • When you are setting goals and talking about the end game in social media, here are some questions to be asking.
  • Third question –who in your association is going to engage in social media?
  • People who have a unique voice with something to offer a community of passion – your customers are interested in the inside scoop or a privileged “behind the scenes” look. They want something beyond the marketing message of the day. People who are excited about listening to and talking with (not at) your customers – some of the conversations will be great and some will be not-so-great. You want someone who views your customers as humans, not targets, to be participating in social media. People who you trust – social media is a “just in time” activity. If every tweet, every response has to be vetted, you will fail. Good guidelines and coaching, prior to engagement, are essential for everyone’s success.
  • Brands aren’t messy. Brands aren’t like me. They are clean and shiny and are an ideal.
  • But with the brandividual, instead of seeing an ideal, we start to see an actualization.
  • Brandividuals didn’t really start w/ social media. They have always existed – particularly in customer service. Remember when you called a call centre and got that one AWESOME employee and wished you could have them everytime you called? That’s a brandividual. Brandividuals engage in social media. YOU will become a brandividual.
  • All of these trust points are reasons we trust Jane – we relate to her. Her very humanity accrues to your brand. This is the secret. It’s the mix of personal and professional information that we receive which helps to build our trust. Not like a press release which simply has a faceless name attached to it. We feel that we know a person better than a company. That a person gives us authentic information. That they are more likely to be on our side.
  • Fourth .. Now that you know who from your association is going to engage, HOW are they going to engage? For success in social media you need Right Process and Right Principles
  • Choose where you want to get involved – you don’t have to do everything. And in fact, you probably shouldn’t. Start small. Do it well. Monitoring tools are essential – if you don’t know what people are saying, you don’t know where to start to engage. Listen before you speak. Coordinate social media efforts – even if one group doesn’t run all the social media, share your initiatives with a social media workgroup. You can leverage lessons learned as well as each other’s earned social capital. Review content for socialization potential – while you can create new content for social media, you often don’t have to. Some of your current content will have socialization potential. Make time for social media – the downfall of most organizations is that they underestimate the time it take. Both from a content creation point of view but also a monitoring and response perspective. Staff priorities may have to shift to accommodate new social media activities.
  • Human – social media is person-to-person engagement, not corporation to human. Actual people should be identified. Humble – social media is a party to which you’ve been invited. Don’t be that guy at a party (the one who doesn’t get invited back). Often, you’re just there to listen. Honest – social media is all about transparency and honesty. It is better to say “I don’t know” or “I can’t do that” than make it up or lie. You will ALWAYS be found out. Holistic – social media shouldn’t stand alone. It is essential that your online and offline channels integrate and, at the very least, be aware of each other. Your customers operate this way, and expect you to as well.
  • Finally .. You know your goals, you know your participants, you have an organizational plan. Now is the time to select which channels and tools will you use.
  • This is where technology comes in.
  • Once you answer these questions, you can start to plan an editorial calendar or a curation plan or a collaboration plan. You can start to evaluate tools. But you need to answer these questions. This is an example of a channel strategy – knowing what channels you’re going to use for what kinds of messages and audiences.

Getting comfortable with social media Getting comfortable with social media Presentation Transcript

  • Getting Comfortable with Social Media November 15, 2011
  • Important Info
    • [email_address]
    • www.lintbucket.com/comfort.html
  • LintBucket Media (LintBucket.com) is a boutique marketing agency headquartered in Vancouver that focuses on social media marketing, digital content creation and community building.
    • Our Services:
    • Social Media Marketing & Communications
    • Blogger Outreach Programs
    • Community Development
    • Internal Social Media Implementation
    • SEO-driven Copywriting
    MyNameIsKate.ca – blogging about the intersection of marketing, technology and design, plus other juicy bits.
  • Let’s Get Started … http://www.flickr.com/photos/gregw/4013381755/
  • What is Social Media?
    • Simply, online communication .
    • But …
      • Messages achieve velocity more quickly than we’re used to
      • It can’t be bought (social media is earned)
      • Everyone (individuals and corporations) has an equal opportunity for amplification
      • Platforms are varied and constantly evolving
  • What is Social Media?
    • It’s a process rather than an event.
      • Dialogue rather than a monologue
      • Listening is an essential component
      • As is action – actually doing something in a public forum
  • 1. Is Your House in Order? http://www.flickr.com/photos/usnationalarchives/5553722800/
  • 1. Is Your House in Order?
    • Do you have a website?
    • Can you update your website when YOU want?
    • Are you running website analytics?
    • Do you review your analytics on a semi-regular basis?
    • Don’t get involved in social media
    • until these are taken care of!
  • 2. What Do You Want to Accomplish? http://www.flickr.com/photos/statelibraryofnsw/3080957193/
  • Possible Goals for Social Media
    • Increase Revenue (conversions)
    • Decrease Costs
    • Improve Brand/Reputation
    • Increase Market Share (loyalty)
    • Make sure they are S.M.A.R.T.
    • Specific | Measurable | Achievable | Relevant | Time-bound
  • Social Media Performance Indicators
    • Alerts (register and response rates / by channel / CTR / post click activity)
    • Bookmarks (onsite, offsite)
    • Comments
    • Downloads
    • Email subscriptions
    • Fans (become a fan of something / someone)
    • Favourites (add an item to favourites)
    • Feedback (via the site)
    • Followers (follow something / someone)
    • Forward to a friend
    • Groups (create / join / total number of groups / group activity)
    • Install widget (on a blog page, Facebook, etc)
    • Invite / Refer (a friend)
    • Membership – join something
    • Love / Like this (a simpler form of rating something)
    • Personalisation (pages, display, theme)
    • Posts about a topic
    • Profile Completion (e.g. update avatar, bio, links, email, customisation, etc)
    • Print a page
    • Ratings
    • Registered users (new / total / active / dormant / churn)
    • Report spam / abuse
    • Reviews
    • Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)
    • Tagging (user-generated metadata)
    • Testimonials
    • Time spent on key pages
    • Time spent on site (by source / by entry page)
    • Total contributors (and % active contributors)
    • Uploads (add an item, e.g. articles, links, images, videos)
    • Views (videos, ads, rich images)
    • Widgets (number of new widgets users / embedded widgets)
    • Wishlists (save an item to wishlist)
    Adapted from http://econsultancy.com/us/blog/4887-35-social-media-kpis-to-help-measure-engagement
  • Questions You Should Be Asking Who Who are our audiences? Where Where are they online? (i.e. What communities have they created?) Why Why are we engaging? (e.g. marketing, collaborating, recruiting) What What is our message (big picture) that we want to share with our audiences? How What tools will we use to support our objectives? What are our success metrics?
  • 3. Who is Going to Engage? http://veer.com
  • 3. Who is Going to Engage?
    • People who have a unique voice with something to offer a community of passion
    • People who are excited about listening to and talking with (not at) your audience
    • People whom you trust
    Tip: Social Media is best done as a team sport!
  • The Age of the Brand is Waning
  • The Age of the Brandividual* People Figures: David Armano - Logic + Emotion Blog
  • What is a brandividual?
    • Not just any employee.
    • A passionate employee.
    • Passionate about:
        • Your Organization
        • Your Services and Causes
        • Your Clients and Constituents!
  • Istockphoto.com YourOrg
  • 4. How are You Going to Engage? http://www.flickr.com/photos/uw_digital_images/4670205398/
  • Right Process
    • Choose where you want to get involved
    • Monitoring tools are essential
    • Coordinate social media efforts
    • Review content for socialization potential
    • Make time for social media
    Tip: Ensure everyone understands your process & priorities
  • Right Principles
    • Human
    • Humble
    • Honest
    • Holistic
    Tip: Focus on Creating Value For Your Customers
  • 5. Which Channels & Tools Will You Use? http://www.flickr.com/photos/usnationalarchives/3874706978/
  • http://fasticon.com/freeware/
  • Corporate Communications Communication Focus Social Media Channel Current Future Crisis Communication Community Investment Reputation Management Talent Acquisition Issue Management
  • Resource Recommendations … http://www.forrester.com/Groundswell http://www.friendswithbenefitsbook.com/ Disclosure: I am the technical reviewer of the printed edition. http://www.amazon.ca/gp/product/0470547979 http://www.amazon.ca/Six-Pixels-Separation-Connected-Everyone/dp/0446548235 http://www.amazon.ca/MicroMarketing-Results-Thinking-Acting-Small/dp/0071664866
  • Resource Recommendations …
      • Beth Kanter – Expert on networked non-profits - http://www.bethkanter.org
      • Chris Brogan - social media and community strategy - http://www.chrisbrogan.com
      • Mashable - Web 2.0 and Social Media News & Analysis (tool oriented) - http://mashable.com
      • ReadWriteWeb - Web Apps, Technology Trends, Social Networking - http://readwriteweb.com
      • Jeremiah Owyang - Social Media & Web Strategist for Forrester Research - http://www.web-strategist.com/blog
      • Universal McCann's Report - When Did We Start Trusting Strangers - http://www.universalmccann.com/
      • Pew Internet & American Life - http://www.pewinternet.org
  • Questions? http://www.flickr.com/photos/calavera/65098350/
  • http://www.flickr.com/photos/vernhart/1574355646/
  • Facebook EdgeRank
    • U – affinity score between viewing user and edge creator
    • W – weight score for an edge type
        • comments
        • questions
        • photos
        • videos
        • links
        • status
    • D – time decay from when edge was created
    Each piece of content on Facebook is an “object” An “edge” is the number of interactions with the object.
  • Bonus Slides
  • Social Media Action Plan
    • What will be my organization’s first step into social media and why?
    • What success metrics will you track?
    • How will my team get involved in social media? What will be the impact on them?
    • Where will the content come from?
    • How will this initiative integrate with my other marketing and communication activities?
    • Chart from CMO – showing best social media channels for:
    • Customer Communication
    • Brand Exposure
    • Traffic to Site
    • SEO
    • http://goo.gl/n0muO
  • Canadians are Active Online Vision Critical – Nov 2010
    • Canadians spend more time online than users in any other country:
    • 68 per cent of the Canadian population is online
    • 62 per cent in France and the United Kingdom,
    • 60 per cent in Germany,
    • 59 per cent in the United States,
    • 57 per cent in Japan, and
    • 36 per cent in Italy.
    • Canada was the only country in which users logged an average of more than 2,500 minutes online a month (almost 42 hours)
    • Israel was second with an average of around 2,300 minutes
    • A few other countries were around the 2,000-minute mark
    ComScore – April 2010 - http://www.theglobeandmail.com/news/technology/canadians-spend-more-time-online-than-any-other-country/article1850700/
  • Canadians are Active Participants in Social Media Vision Critical – Nov 2010 - Base: Social Media Users (846) - There are many reasons why people use social networking sites: please choose three from following list that most apply to you. By understanding the different engagement models of online Canadians, we can design communications programs that interest them and encourage participation & sharing . http://www.forrester.com/empowered/tool_consumer.html Why Do You Use Social Media? To feel more connected with other people 84% To feel in the know about what’s going on 70% To share good times 62% To have something to do 43% To make life exciting or fun 16% To make life more memorable 15% To feel like a social butterfly/be popular 10%
  • Canadians are Active Participants in Social Media
    • Wikipedia
    • Canadian users check Wikipedia more than any others.
    • The average Canadian web surfer reads 16 Wikipedia pages a month, which is the most in the world.
    • 15 for German users
    • 14 for Polish users
    • 12 for Americans
    • Canadian users generate about 217,000 edits a month, which ranks 8th among the most productive countries.
    Facebook ComScore – April 2010 - http://www.theglobeandmail.com/news/technology/canadians-spend-more-time-online-than-any-other-country/article1850700/