2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

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  • The results of the SocialMention sentiment analysis showed a 3:1 positive to negative sentiment around the keyword “TASSCC”. The numbers a somewhat skewed since many of the messages are not specific to the 2010 TASSCC Annual ConferenceIs there Internet in here? Can you get a cell phone signal?This is a bit of a slam on the conference organizers but social media engagement has not been encouraged. Encouraging tweeting with a hashtag like “TASSCC2010” would be a good start. Encouraging location-based check-ins is more cutting edge.(Ask the audience if they use Twitter or Facebook?) I don’t believe this last conclusion since it is a technology.
  • Social Media ObjectiveDefine objectivesSet goals, benchmarks and Key Performance Indicators (KPIs)Establish social media guidelinesDevelop Content & PlanKeyword searches & RSS feedsVoices & personasContent templatesIdentify key influencers
  • Social Media ObjectiveDefine objectivesSet goals, benchmarks and Key Performance Indicators (KPIs)Establish social media guidelinesDevelop Content & PlanKeyword searches & RSS feedsVoices & personasContent templatesIdentify key influencers
  • Social Media ObjectiveDefine objectivesSet goals, benchmarks and Key Performance Indicators (KPIs)Establish social media guidelinesDevelop Content & PlanKeyword searches & RSS feedsVoices & personasContent templatesIdentify key influencers
  • Social Media ObjectiveDefine objectivesSet goals, benchmarks and Key Performance Indicators (KPIs)Establish social media guidelinesDevelop Content & PlanKeyword searches & RSS feedsVoices & personasContent templatesIdentify key influencers
  • Social Media ObjectiveDefine objectivesSet goals, benchmarks and Key Performance Indicators (KPIs)Establish social media guidelinesDevelop Content & PlanKeyword searches & RSS feedsVoices & personasContent templatesIdentify key influencers
  • Social Media ObjectiveDefine objectivesSet goals, benchmarks and Key Performance Indicators (KPIs)Establish social media guidelinesDevelop Content & PlanKeyword searches & RSS feedsVoices & personasContent templatesIdentify key influencers
  • 2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media

    1. 1. 2010 TASSCC Annual Conference<br />Good, Bad and Ugly: Truths About Social Media<br />#TASSCC2010<br />CONTACT:<br />Kenneth Cho<br />@chonuff<br />e: ken@socialagency.com<br />p: 512.745.1565<br />
    2. 2. Search is Still Relevant<br /><ul><li>It is a great overview on a keyword but not the results are not real-time and little to no personalization.</li></li></ul><li>Twitter Search Complements Traditional Search<br /><ul><li>As of 10:30pm last night (08/02/2010), eight tweets have mentioned the 2010 TASSCC conference. This is a missed opportunity. Use the #TASSCC hashtag and tell us your thoughts about the conference.</li></li></ul><li>Sentiment Analysis on TASSCC<br /><ul><li>Sentiment analysis allows organizations to understand what social media users think of their product, brand, company, etc..</li></li></ul><li>Conclusion<br /><ul><li>Good: Overall, the sentiment of the TASSCC conference is positive
    3. 3. Bad: Social media activity/volume is surprisingly low
    4. 4. Demographics/psychographics of the TASSCC audience may not use social media
    5. 5. Ugly: TASSCC has not encouraged, enabled or promoted a social media feedback loop</li></li></ul><li>Agenda<br />Why Social Media?<br />Social media is cool but not that cool<br />Social Media Strategy & Tactics<br />
    6. 6. Social Media is Not a Fad<br /><ul><li>According to an August, 2010 Nielsen survey, once dominant email now the third most popular internet activity, trailing social networks and online gaming among American Internet users
    7. 7. Social media sucks up 23% of our online time, email is third at 8.3%
    8. 8. In May, Twitter users posted 2 billion posts in the month
    9. 9. In June, Facebook added its 500 millionth user</li></li></ul><li>Integration<br />“If you're attacking your market from multiple positions and your competition isn't, you have all the advantage and it will show up in your increased success and income.” –  Jay Abraham<br />Social media engagement shouldn’t be an island<br />
    10. 10. Ok, people use it. So what?<br />We blog. We have a Twitter account and a Facebook page but we have no focus. We also don’t have the resources to manage it all. We don’t know if it’s effective. But we know we have to do it.<br />Isaac Barchas, former McKinsey & Co. consultant & Director of the Austin Technology Incubator<br />
    11. 11. Steps to Running a Social Media Initiative<br /><ul><li>Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish and strengthen new and existing relationships in a feedback loop.</li></li></ul><li>I. Determine the Social Media Initiative’s Objective<br /><ul><li>The most effective social media initiatives are tied together by a common business objective. The key performance indicators (KPIs) are determined by business objective.
    12. 12. Define objectives
    13. 13. Set goals, benchmarks & KPIs
    14. 14. Establish social media guidelines</li></ul>Examples of Social Media Policies<br />http://socialmediagovernance.com/policies.php<br />
    15. 15. Steps to Running a Social Media Initiative<br /><ul><li>Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish and strengthen new and existing relationships in a feedback loop.</li></li></ul><li>II. Develop Content & Plan<br /><ul><li>Great content is social media gold. Content effectiveness can be measured by the number of user engagements such as click-thrus, retweets, replies or comments.
    16. 16. Keyword searches & RSS feeds
    17. 17. Use of multiple voices & personas depending on demographic/psychographic targets
    18. 18. Content templates
    19. 19. Channel selection
    20. 20. Identify key influencers</li></li></ul><li>Channel Strategy Selection<br />
    21. 21. Steps to Running a Social Media Initiative<br /><ul><li>Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish and strengthen new and existing relationships in a feedback loop.</li></li></ul><li>III. Publish Content<br /><ul><li>The publishing of content should viewed holistically and establishing cadence that does not border on “spew” or social media spam. User roles and access controls are establish to help with governance.
    22. 22. Schedule content
    23. 23. Team & user roles</li></li></ul><li>Steps to Running a Social Media Initiative<br /><ul><li>Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish and strengthen new and existing relationships in a feedback loop.</li></li></ul><li>IV. Build Customer Base<br /><ul><li>Your social media team should monitor and engage in the conversations what is being said about your product, brand, company, competitors and or industry.
    24. 24. Engage in the conversation
    25. 25. Capture user info (Social CRM)</li></li></ul><li>It’s all about<br />Trust<br />Sharing<br />Listening<br />Flickr photos by niclindh, samshad473, notsogoodphotography<br />
    26. 26. Social Media offers<br />Monologue Dialogue<br /><ul><li>A fundamental shift in communication
    27. 27. A true feedback loop
    28. 28. A real conversation
    29. 29. Free focus groups for all!
    30. 30. The chance to reach and find new supporters
    31. 31. Ability to illustrate a core understanding of the issues, trends and needs of supporters
    32. 32. A chance for influencers and advocates to evangelize for your initiatives </li></li></ul><li>Steps to Running a Social Media Initiative<br /><ul><li>Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish and strengthen new and existing relationships in a feedback loop.</li></li></ul><li>V. Gather Analytics<br /><ul><li>Your social media team should monitor and engage in the conversations what is being said about your product, brand, company, competitors and or industry.
    33. 33. Measure the effectiveness of each message
    34. 34. Gather metrics by channel, voice, account and initiative
    35. 35. Measure the sentiment of your product, brand or company
    36. 36. Calculate both “hard” & “soft” ROI on the initiative</li></li></ul><li>Steps to Running a Social Media Initiative<br /><ul><li>Executing a coherent strategy, building a base of customers, measuring effectiveness, and adjusting the campaign accordingly yields results that ultimately establish and strengthen new and existing relationships in a feedback loop.</li></li></ul><li>VI. Refine Campaign & Content<br /><ul><li>Sharpen the initiative: Leveraging the gathered analytics, assess the effectiveness of the content and refine the messaging if necessary.
    37. 37. Revise content strategy: Add, edit, delete scheduled messages according to historical performance</li></li></ul><li>How do You Manage All of these Social Media Channels?<br />Brian Solis’s Conversation Prism<br />
    38. 38. Taxonomy of Social Media Marketing Systems<br /><ul><li>Consolidation within social media point solutions in addition to the “big consolidation” amongst multi-channel partners.</li></ul>Last updated July 2010<br />Acquired by Seesmic<br />Jive Software acquires Filtrbox<br />Acquired by ExactTarget<br />Acquired by MarketWire<br />
    39. 39. Conclusions<br /><ul><li>Social media initiatives are based off of organization’s objectives
    40. 40. Objectives drive the interpretation of metrics
    41. 41. Understand how you can use various “voices” to reach different demographics/psychographics
    42. 42. Content is social media gold and must be thought holistically with other channels
    43. 43. Engaging, measuring and iteration will help you sharpen your initiative and increase your reach</li></li></ul><li>Texas State Agencies’ Social Media Presence<br />
    44. 44. TX State Agencies: Social Media Reach<br />
    45. 45. Jekyll & Hyde Content: Texas Parks & Wildlife<br /><ul><li>Texas Parks & Wildlife has very different content strategies from Twitter to Facebook. The Facebook page content is engaging and as a result is 31,844+ likes – the most of any agency.</li></li></ul><li>Good Engagement: Texas Dept. of Public Safety<br /><ul><li>The Texas Department of Public Safety does a good job in engaging its constituents evident by the numerous @replies.
    46. 46. No use of hashtags
    47. 47. Inconsistent use of urlshorteners
    48. 48. Minimal sharing of content external content</li></li></ul><li>Bad Engagement: Texas Education Agency<br /><ul><li>Despite not engaging with a single user, the Texas Education Agency has the largest number of followers (6,003) than any other agency.
    49. 49. Objective seems to be a play-by-play of meetings
    50. 50. No use of hashtags
    51. 51. No use of urlshorteners
    52. 52. Minimal call-to-actions
    53. 53. Minimal sharing of content external content</li></li></ul><li>TX State Agencies: Social Media Conclusions<br /><ul><li>In general, social media reach is disappointing
    54. 54. No correlation between unique visitors & social media reach
    55. 55. Social media best practices must be incorporated
    56. 56. More content sharing amongst the agencies should occur
    57. 57. Multi-channel strategies and social media promotion must be incorporated
    58. 58. Agencies are limited by time, resources & policies</li></li></ul><li>Thank You.<br />CONTACT:<br />Kenneth Cho<br />@chonuff<br />e: ken@socialagency.com<br />p: 512.745.1565<br />

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