www.TobyElwin.com
Social Media and
Strategy
Project Management Institute
New York City Leadership
Spring Offsite
2
q  Social media formula – 5 minutes
q  University Community Persona case – 15 minutes
q  Break out session - Project ...
3
Answer: We did.
q  86% skip TV ads
q  91% unsubscribe from email
q  44% of direct mail is never opened
q  200 millio...
4
Let me sell you something
4
source: http://1.bp.blogspot.com/_hyVoJUEnNAc/S9dmihaYl9I/AAAAAAAABeg/T_wJRTqdvQw/s1600/0.jp...
5
Sell Tell that to me again
picture sources: http://www.thinkgeek.com/product/d314/
http://images2.wikia.nocookie.net/__c...
6
A university appeals to whom?
This is very academic www.---.edu
picture source: http://www.waterbury.uconn.edu/images/ca...
7
Inflection – Breakout
8
Persona and keyword breakout 1 of 3
Persona matrix worksheet modified from Lene Nielsen PhD http://www.hceye.org/HCInsig...
9
Persona and keyword breakout 2 of 3
Persona matrix worksheet modified from Lene Nielsen PhD http://www.hceye.org/HCInsig...
10
Persona and keyword breakout 3 of 3
q  Create an archetype of your buyer
persona with all the details you
can provide:
ü  What the user does
ü  Is motivate...
12
It really is about them
Persona matrix
The Person Who are they? Why are they interested?
The Hypothesis
+ Work conditio...
The power of your blog or your hyperlink is about dialogue
q  Social Media is pervasive and regenerates thoughts and
idea...
What’s In It For Me? (WIIFM?) the #1 communication filter
q  Search engines answer questions
ü  3 and 7
q  Identify the...
Anatomy of a Peep
16
If a twit tweets in the woods?
q  50 billion
q  3 billion
q  7 seconds
q  3 seconds
17
If the flock flocks?
18
How many flocks can a good flock flock?
www.pminyc.org
19
Migration pattern
q  70% of your effort – offsite
q  Your effort is integrated
20
③  ArtifactsSocial media fieldtrip
Blog
Comments
Search
...
Programs
– Name
Events –
Name
•  Programs
•  Logistics –
rotational
•  Registration
•  Announce-
ments
Membership
– Name
•...
Monthly Meeting Communication Process - sample
Content:
•  Website (blogs,
copy,
optimization,
sitemap)
Events:
•  Program...
23
Measure ROI (Return on Involvement)
Current State
q  Gmail
q  Google Drive
q  Google reader Feedly reader
q  RSS
q  j.mp
q  Twitter feeder
q  Migrate to gmail MX ser...
q  Commenters
q  Cultivators
q  Creators
q  Identify sites to monitor and
comment from PMINYC account
q  Look at conv...
q  Monthly meetings
q  Twice weekly Agile,
stand-up meetings
q  Share learning and tools in a round-table format – save...
Integration of message, medium, and frequency
Observation:
1.  News and copy is not promoted
2.  Events are not synched to...
Current social media team
Willing and able:
•  Name 1
•  Name 2
•  Name 3
•  Name 4
•  Name 5
•  Name 1
•  Name 2
•  Name ...
Field Trip
31
A relationship building forum
q  A way to increase your brand awareness
q  To create a lead funnel of prospects to yo...
32
Twitter – Manage the 140, manage thousands
q  @
q  RT
q  link shortening
services
q  #
q  FF
33
Twitter – Lists
•  Subscribe
•  Recommendation
•  Friends
•  Discover
Appendix
35
The best social media strategy starts with ~3 to 6 months of listening:
q  Start on other sites and seeing what they a...
36
Create content worth linking to:
q  Content is remarkable when someone defines it as remarkable, not when
your marketi...
@TobyElwin
email@TobyElwin.com
http://TobyElwin.com
37
q  Community Persona design
q  Scope: or how to manage projects f...
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Social Media Planning | Project Management Institute NYC

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Communication planning strategy in a social media world. This deck outlines some steps to coordinate effort and is helpful for non-profit and volunteer groups to partner in social media effort.

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Social Media Planning | Project Management Institute NYC

  1. 1. www.TobyElwin.com Social Media and Strategy Project Management Institute New York City Leadership Spring Offsite
  2. 2. 2 q  Social media formula – 5 minutes q  University Community Persona case – 15 minutes q  Break out session - Project Management Community Persona – 30 minutes q  Review q  An engagement strategy – 25 minutes q  Multiple persona engagements q  Working back from an event and working forward after an event q  Communication integration q  Communications calendar q  Actions items - 10 q  To follow q  To do q  To engage Agenda *sourced further in document
  3. 3. 3 Answer: We did. q  86% skip TV ads q  91% unsubscribe from email q  44% of direct mail is never opened q  200 million on the Do Not Call list q  SPAM is 68% of all mail Question: Who broke marketing and sales? 3 source: hubspot.com
  4. 4. 4 Let me sell you something 4 source: http://1.bp.blogspot.com/_hyVoJUEnNAc/S9dmihaYl9I/AAAAAAAABeg/T_wJRTqdvQw/s1600/0.jpg You need to be in the relationship before the sale.
  5. 5. 5 Sell Tell that to me again picture sources: http://www.thinkgeek.com/product/d314/ http://images2.wikia.nocookie.net/__cb20080220004325/starwars/images/thumb/2/2e/Imperial_Emblem.svg/250px-Imperial_Emblem.svg.png http://fc00.deviantart.net/fs71/f/2012/258/4/2/rebel_alliance_emblem_by_the_pyri-d5es44d.png Says who?
  6. 6. 6 A university appeals to whom? This is very academic www.---.edu picture source: http://www.waterbury.uconn.edu/images/campus_3.jpg
  7. 7. 7 Inflection – Breakout
  8. 8. 8 Persona and keyword breakout 1 of 3 Persona matrix worksheet modified from Lene Nielsen PhD http://www.hceye.org/HCInsight-Nielsen.htm
  9. 9. 9 Persona and keyword breakout 2 of 3 Persona matrix worksheet modified from Lene Nielsen PhD http://www.hceye.org/HCInsight-Nielsen.htm
  10. 10. 10 Persona and keyword breakout 3 of 3
  11. 11. q  Create an archetype of your buyer persona with all the details you can provide: ü  What the user does ü  Is motivated professionally by ü  Reads, works, is interested in 11 q  The objective is to understand the persona’s motivation and need. ü  What’s in it for them now provides answers to What’s In It For Me? (WIIFM?) WIIFM? leads to WIIFT? To get found, find out about persona Persona matrix worksheet modified from Lene Nielsen PhD http://www.hceye.org/HCInsight-Nielsen.htm
  12. 12. 12 It really is about them Persona matrix The Person Who are they? Why are they interested? The Hypothesis + Work conditions + Work strategies and goals? Information strategies and needs Verification + Likes/Dislikes + Inner Needs + Values + Area of Work + Work Conditions Defining What is the need of this person Validation + Goals + What engages this persona + Feeling about industry + Feeling about networking + Feeling about learning + What are the differences between personas Turn strangers into friends, turn friends into customers, turn customers into salespeople. Seth Godin
  13. 13. The power of your blog or your hyperlink is about dialogue q  Social Media is pervasive and regenerates thoughts and ideas through a cyclical process of listening, discovering, sharing, and contributing personal or professional perspective q  Not a message, but a conversation. If you do not have anything to say, then listen 13 q  In the realm of social media, companies will earn the community of customers they deserve q  Customers have choices, and if you’re not consistently vying for their attention, it’s pretty easy to fall off their radar screen when they evaluate options q  Conversations are markets q  It is not about selling, it is about dialogue The splinternet Web 2.0 is about being social
  14. 14. What’s In It For Me? (WIIFM?) the #1 communication filter q  Search engines answer questions ü  3 and 7 q  Identify the persona(s) in need of your solution ü  What are their problems? ü  What keeps them awake at night? ü  What do they want to know? 14 q  Write their story ü  Valued content describes issues and problems they have face and provides detail on how to solve these problems q  A source for their solution ü  Hang out where they hang out ü  Investigate words and phrases they use to describe problems? ü  Measure ROI (Return on Involvement) What’s in it for Me? What’s In It For Them? (WIIFT?) Communication rule #1: know your audience
  15. 15. Anatomy of a Peep
  16. 16. 16 If a twit tweets in the woods? q  50 billion q  3 billion q  7 seconds q  3 seconds
  17. 17. 17 If the flock flocks?
  18. 18. 18 How many flocks can a good flock flock?
  19. 19. www.pminyc.org 19 Migration pattern
  20. 20. q  70% of your effort – offsite q  Your effort is integrated 20 ③  ArtifactsSocial media fieldtrip Blog Comments Search Engine Optimization Hyperlinks to Your Content Keywords RSS Feeds Tags LinkedIn Twitter Email Newsletter
  21. 21. Programs – Name Events – Name •  Programs •  Logistics – rotational •  Registration •  Announce- ments Membership – Name •  Newsletter •  Renewals Communicat ion – Name Site (blogs, copy, optimization, sitemap) 21 Coordinating Swim Lanes
  22. 22. Monthly Meeting Communication Process - sample Content: •  Website (blogs, copy, optimization, sitemap) Events: •  Programs •  Logistics – rotational •  Registration •  Announce- ments Membership: •  Newsletter program request form Event announc ment Site logistics Sign up – Constant Contact blog 2 persona 2 (keywor ds) sign up attenda nce Blog 2 Newsletter Landing page Blog 3 (another persona) 22 Event Announceme nt – Constant Contact Blog 1 Newsletter – Constant Contact Post Slides blog 1 persona 1 (keywor ds)Newslet ter
  23. 23. 23 Measure ROI (Return on Involvement)
  24. 24. Current State
  25. 25. q  Gmail q  Google Drive q  Google reader Feedly reader q  RSS q  j.mp q  Twitter feeder q  Migrate to gmail MX servers to leverage robust Google tools q  Store and manage documents within a single sign on q  Set up Feedly reader accounts to push new content to filter and manage information by role q  Category-specific subscription and social media ping services for auto- launch q  Link shortener q  Auto post to multiple social media sources Execution Options ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ 25
  26. 26. q  Commenters q  Cultivators q  Creators q  Identify sites to monitor and comment from PMINYC account q  Look at conversations happening in community channels: •  Google+ discussions •  LinkedIn discussions •  Twitter discussions •  Bloggers q  Create new content and modify for channel Execution Options 26
  27. 27. q  Monthly meetings q  Twice weekly Agile, stand-up meetings q  Share learning and tools in a round-table format – save new technologies, tools, and options for this forum q  Maximize people’s time and review challenges and opportunities Execution Options 27
  28. 28. Integration of message, medium, and frequency Observation: 1.  News and copy is not promoted 2.  Events are not synched to release 3.  Content creation is not leveraged 4.  Engagement channels are cumbersome Recommendation: 1.  Use more RSS feeds broken down into sub-categories 2.  Monitor a short-list of sites 3.  Create content off site on select blogs and sites 4.  Manage and monitor conversations 5.  Promote conversations, replies, and comments – content over announcement Identify sources of information to share, such as: PMIvoices blog Comment on influential blogger posts, such as: PMHut.com, quantumleap.com Iterate and modify for channel and for engagement 28
  29. 29. Current social media team Willing and able: •  Name 1 •  Name 2 •  Name 3 •  Name 4 •  Name 5 •  Name 1 •  Name 2 •  Name 3 Move to other community support •  Name 1 •  Name 2 •  Name 1 •  Name 2 •  Name 3 Observation: 1.  Spread too thin 2.  Lack of coordinated message 3.  Inconsistent engagement Recommendation: 1.  Close Facebook 2.  Rebuild teams to 1) find content 2) develop content and 3) cultivate conversation 3.  Coordinate message, medium, and timeliness 4.  Identify key sites to comment on 5.  Assign communication liaison to filter news, events, calendar, article generation 6.  Create communications triggers 7.  Create communications calendar •  Name 1 •  Name 2 •  Name 3 •  Name 4 29
  30. 30. Field Trip
  31. 31. 31 A relationship building forum q  A way to increase your brand awareness q  To create a lead funnel of prospects to your business q  An un-ending resource for you and your company q  A way to meet others across the world in similar industries, likes and interests Tactics – Twitter 140 character microblog
  32. 32. 32 Twitter – Manage the 140, manage thousands q  @ q  RT q  link shortening services q  # q  FF
  33. 33. 33 Twitter – Lists •  Subscribe •  Recommendation •  Friends •  Discover
  34. 34. Appendix
  35. 35. 35 The best social media strategy starts with ~3 to 6 months of listening: q  Start on other sites and seeing what they are talking about – then comment q  COMMENT on influential blogs in your community, industry, complementary industries, and prospective client’s markets q  When you COMMENT, post informative, quality info to position yourself as an expert – this is not a sales pitch q  Develop a community – allow COMMENT and respond to them q  Incorporate subscription and user tracking tools Q: Where to start? A: By listening
  36. 36. 36 Create content worth linking to: q  Content is remarkable when someone defines it as remarkable, not when your marketing or product manager define it as remarkable. This is the greatest challenge in today’s world of marketing q  You really have no control over your product’s value, however, you do have control about hosting and socializing with people who will advocate, refer, and recommend your service or product q  Your strategy relies on enabling others Share what solves problems, what answers questions
  37. 37. @TobyElwin email@TobyElwin.com http://TobyElwin.com 37 q  Community Persona design q  Scope: or how to manage projects for organization success q  How to launch and manage your social media identity Blog Resources @TobyElwin.com Thank You The secret of getting ahead is getting started. The secret of getting started is breaking your complex overwhelming tasks into small manageable tasks, and then starting on the first one. Mark Twain

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