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Create Social Media Consistency

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Provides guidelines and specifics on how companies can create a social media program that ensures consistent messages are shared across multiple channels. Use the GOALS models to launch your company …

Provides guidelines and specifics on how companies can create a social media program that ensures consistent messages are shared across multiple channels. Use the GOALS models to launch your company to success!

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  • Pamela, I really like this presentation. Great job! One suggestion: on slide 12, make the link to the Twitter strategy document a live (clickable) link. If this was created in PowerPoint that is not at all difficult. Why are the charts on slides 14-16 fuzzy? Linked live (dynamic) content? Again, great job. I'm going to go find you on Twitter and FB. I am Twitter.com/coveyduck
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  • Stats from SysComm International, based on figures from 2008-2010Beauty is that your customers & followers will
  • Goals: Broad, abstract. Broad enough that they will probably not be modified frequently. Objectives: Specific, measurable, the end to the means. May need to be modified continually.
  • If needed, consider creating multiple accounts for specific aspects of your business, but don’t go crazy
  • Goals: Broad, abstract. Broad enough that they will probably not be modified frequently. Objectives: Specific, measurable, the end to the means. May need to be modified continually.
  • Add social media goals to individual employee goalsAdd social media activities to job descriptions
  • S.M.A.R.T principle: Specific, Measurable, Attainable, Realistic, Timely.
  • Specify guidelines for company account AND personal account
  • Specify guidelines for company account AND personal account
  • Add SM strategy and plan to existing corporate plans for marketing, HR, etc.SWOT: Strengths, Weaknesses, Opportunities, Threats
  • Focus:Theme:Keywords:Events:Pay attention to customer interaction & then ACT ON IT
  • 53% have master’s degree or higher; nation average is 33%

Transcript

  • 1. Social Media Consistency
    Multiple Messages Mean Multiple Mistakes
    Pamela Reilly, Naturopath
  • 2. Agenda
    1. Introduction
    2. Getting Started
    3. Maintaining the Course
    4. Avoiding Disaster
    5. Specific Tools
  • 3. Introduction
  • 4. What’s the Potential?
    Current social media statistics:
    Social Media has exceeded porn as the #1 activity on the web
    75% of homes with an internet connection use one or more social media networks on a daily basis
    Social media allows real-time contact with customers and potential customers
    Beauty is that they perpetuate your efforts
  • 5. Getting started
  • 6. Plan for Success!
    Don’t dive into the pool just because everyone else is
    Don’t hand social media activities to the first person who brings it up
    Have a social media plan!
    Goals
    Objectives
    Communication Plan
    Strategy
  • 7. Nitty Gritty Details
    Don’t extend yourself too thinly
    Carefully craft profiles and then modify frequently
    Experimentation is ok, but do it strategically
    Monitor and learn from your competitors
    Add a Social Media Policy page to your website
    Important to build trust
  • 8. Building Trust
  • 9. The GOALS Model
    The GOALS Model:
    Goals: Identify what you want to accomplish
    Objectives: Specify how you will accomplish it
    Audience: Identify whom you are addressing
    Lineup: Identify who will participate and why
    Strategy: Create a plan for managing ongoing efforts
  • 10. Establishing Goals
    Identify why your organization is engaging in social media
    Possible goals:
    Increasing brand awareness
    Improving customer service
    Building customer relationships
    Driving users to blog and website
    Increasing sales
  • 11. Creating Objectives
    Identify how you will accomplish your goals
    Create objectives that have measurable outcomes
    Re-evaluate objectives frequently
  • 12. Putting it into Practice
    Amazing Twitter strategy document: http://bit.ly/brS32r
  • 13. Identifying Audience
    Don’t make assumptions about your audience
    Use existing web and email analytics
    Consider secondary audiences
    Choose the appropriate social media network for your audience and communication style
  • 14. Usage by Age
    Data courtesy of QuantCast
  • 15. Usage by Education
    Data courtesy of QuantCast
  • 16. Usage by Income
    Data courtesy of QuantCast
  • 17. Creating a Lineup 1
    Don’t pawn it off on the intern
    Determine what your communication style will be:
    Purely professional and marketing-based
    Customer-service focused
    Personal and chatty
    Combination
    Decide how far to extend the social media team
  • 18. Creating a Lineup 2
    Choose content posters based on your communication style and content calendar
    Add social media activities to job descriptions
    Specify posting guidelines for company and personal accounts
    Be honest about who is posting
    Set timeline on daily postinglimits
  • 19. Develop a Strategy
    Create a strategy to meet your goals and objectives
    Document it and allow to evolve
    Include:
    Topics of communication
    Methods for increasing exposure
    Tactics for increasing interaction
    Social Media tools to use
    Social Media calendar
    Metrics and analytics
  • 20. Strategic Points
    Schedule content
    Create a definite plan for acquiring or creating new content
    Determine metrics and measures
    Watch for “soft” gains in knowledge
    Frequently re-evaluate goals and objectives
    Create an ongoing lessons learned log
    Keep your interactions social
  • 21. Maintaining the course
  • 22. Forward Ho!
    Make sure social media activities remain a priority
    Keep social media calendar updated
    Re-evaluate goals and objectives frequently
    Social media messages may need to change as your company grows
    It’s not all about the numbers
  • 23. Avoiding disaster
  • 24. Plan for the Best
    Don’t exaggerate potential for disaster
    Have a “disaster recovery plan” in place
    Identify a first responder
    Identify an escalation process
    Identify a withdrawal point
    When responding:
    Respond quickly
    Make it personal
    Take it offline
  • 25. Examples
  • 26. Maintaining Consistency
    Monitor social media activities of all contributors
    Set up searches to track comments made about your brand
    Quickly take action when needed
    Set schedule to modify social media plan
  • 27. Specific tools
  • 28. Facebook
    Known to have the largest user base of any social media application
    Create a Business Page pertinent to your organization
    Keep content unique / Limit cross posting
    Post at least once per day
  • 29. Twitter
    Create searches to watch for communication shared about your company or topics of interest
    Post 2-3 times per day
    Closely monitor retweets and responses and respond quickly
  • 30. Linked In
    New Company pages (in beta) allow companies to create profiles
    User base is highly educated
    User base wealthier than average
  • 31. Other
    Integrate, integrate, integrate!
    Use management tools. Most allow management of multiple sites, analytics, etc.
    A few to consider:
    HootSuite: http://hootsuite.com
    Ping.fm: http://ping.fm
    ObjectiveMarketer: http://www.objectivemarketer.com/
  • 32. Pamela’s Contact Information
    Feel free to contact Pamela via:
    Email: pamela@goodworkswellness.com
    Twitter: @RawHealer @PamelaReilly1
    @IndyAllergyFree
    Facebook: GoodWorksWellness
    Pamela Reilly
    http://www.goodworkswellness.com
    Seminar attendees receive $10off an initial consultation