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How to Win Budget and Influence the C-Suite on Social Media

How to Win Budget and Influence the C-Suite on Social Media



Want to start a social media department for your organization, but don't know where to start? This presentation is loaded with steps you can take, advice from AARP's social media team and lots of ...

Want to start a social media department for your organization, but don't know where to start? This presentation is loaded with steps you can take, advice from AARP's social media team and lots of freebies (hey, you don't have budget YET). Connect with me @tammy if you want more info.



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    How to Win Budget and Influence the C-Suite on Social Media How to Win Budget and Influence the C-Suite on Social Media Presentation Transcript

    • Social Media Starter Set How to Win Budget & Influence the C-Suite Empower Action Group // November 19, 2013 Tammy Gordon (On Twitter: @tammy) VP, Social Communications & Strategy, @AARP Follow us via #AARPsocial or AARPsocial.tumblr.com
    • Make A Road Map 30 Days • Establish guidelines • Identify & train allies, stakeholders • Set business priorities and secure branded platforms • Set goals, strategies 60 Days • Define targets you want to engage • Start sharing, testing • Promote your wins 90 Days • Present your progress to leadership • Identify next steps re: budget, organization, tracking • Integrate with other communications platforms: print, web, speeches, events
    • Establish Social Guidelines • Be a Legal Whisperer • Keep it simple • Be inclusive. Include stakeholders (legal, HR, communications, brand) in review. • Don’t feel like you have to start from scratch.
    • Freebie: AARP Social Guidelines 1. 2. 3. 4. 5. Be Transparent: Always identify your account as AARP-affiliated or clearly identify your communications as coming from an AARP representative. Be Responsible: Do nothing to damage AARP’s standing as a nonpartisan, nonprofit organization or otherwise jeopardize AARP’s reputation. Be Non-Partisan: You may not advocate on behalf of a political candidate or political party on any AARP-affiliated accounts. Be Trained: All AARP employees or consultants communicating on behalf of AARP must complete at least one training through AARP Communications College. Be Responsive: Social media is a two-way communications platform. Ensure that you are engaged in a dialogue, not a monologue.
    • Find Your Wolfpack Allies • Co-workers who use social personally • Co-workers who are interested in learning more • Game Changers: “Social Media Lunch Bunch”, Yammer Social Group Stakeholders • Business units that need to be learning social to reach your organization audience and eventually help achieve goals. • Informal discussions, teaching
    • Freebie: Yammer.com
    • It’s Not About You. It’s About Your Audience Do Your Research • Where is your audience online? • How are they interacting on social? • Do they want to interact with you on social?
    • It’s Not About a Tweet, It’s About Full Circle Communications Goal • Your organization’s or team’s overarching goal. Strategies • Broadcast – Tell your story through words, links, photos & video • Engage – Talk to your community • Share – It’s not just about you or your organization (consider the 80-20 rule) • Call to Action – Ask them to help on issues of urgency
    • Identify, Follow & Engage with Audience, Influencers Follow/Friend Your Audience. Share. Talk. • Allies, Staff • Thought Leaders – Academics, Electeds, Candidates, Other Non Profit Professionals, Media • Members & Future Members • Customers • Constituents
    • Cross-Platform Integration Web • Links to social platforms from your org website Print Materials, Media, Ads • Link to branded org platforms from newsletters, magazines, press releases, advertisements Events, Speeches, Chats • Spokesperson Twitter handles, hashtags at events/chats
    • Take the Plunge Start Posting • Message of the Day: News, Editorial, Web Articles, Research Engage • Always ask opinion, questions. Share • Share or RT your influencer targets - even if it’s a “competitor”.
    • Free/Cheap: Content & Images Posts with images do better. Make your own: • Free stock or low cost image sites. • Google • News Alerts • Create your own memes with the Meme Generator app. • Edit photos for free on PicMonkey – even Facebook cover image sizes. • Daily content strategy email from Contently – also an e-Book. • Create short vids with Magisto app.
    • Be Your Own Evangelist Internal Communications • Newsletters, Emails, Tweets Networking • Social Media Clubs, Events • FREEBIE: Follow @SMCDC , Join DC Social Media Facebook Group
    • Present Progress, Milestones to Leadership • You are not just social media. You are an innovator. A leader. The front lines. On the record. • Get a seat at the table. • Get budget/team.
    • Freebie: Percentage Calculator • Percentages are your friend in presentations to make your case. When you start, your numbers may be low, but your percentage will skyrocket as you feed the beast.
    • Next Questions for Your Org • Have I assigned a staff lead to explore social applications and how • • • • • • • they can help achieve my goals? How can we be engaging our communities in a dialogue? How can we be delivering our content, deals, calls to action to member/potential member so that it is sharable with their networks? How can I say that in 140 characters or less? Are there technologies that would make this easier? How can we do this faster and cheaper? Can we test messages in our community before spending on paid media campaign? Have you presented your boss with an updated job description? AARP 17
    • Freebies! Metrics • Facebook Insights, ads.twitter.com, Tweetreach, SocialBro, Just Unfollow app Managing Multiple Accounts • Hootsuite, Tweetbot for iPhone, Images • PicMonkey, Meme Generator, Flickr, Snapseed, Diptic, Training/Best Practices • Slideshare.net, YouTube, Free Webinars from vendors like Spredfast, Traackr • AARP.org/AARPTEK for training materials, downloads
    • Freebies! Must Follow News Sources • @Mashable web/social • @TechCrunch web/social • @TechPresident web/social/newsletter • Facebook DC Office • @TwitterDC and @gov My Twitter Lists • Digital Innovators • Reporters • Political Tips from My Team • AARPsocial.tumblr.com • #AARPsocial to connect w our team, collaborate, ask Qs, share best practices
    • Q&A Got Qs in real time? Tweet @tammy and tag it #AARPsocial