11th SHRM Vermont State Annual Conference
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11th SHRM Vermont State Annual Conference

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In this second session, Balderaz focused on how to use the results of social media research and analysis, and how your company can develop a cohesive strategy.

In this second session, Balderaz focused on how to use the results of social media research and analysis, and how your company can develop a cohesive strategy.

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    11th SHRM Vermont State Annual Conference 11th SHRM Vermont State Annual Conference Presentation Transcript

    • Social Media Strategy for HR Business Decisions September 2011 Bill Balderaz Webbed Marketing
    • September 2011
    • September 2011
      • Agenda
      • Developing a Social Media Strategy
      • Executing the Strategy
      • Measuring the Effectiveness of the Strategy
    • Developing a Social Media Strategy
    • Questions to consider before developing a social media strategy
      • Will each part of your organization have its own social media presence?
      • Will you have one “unified” presence representing all the branches?
      • Which social media networks should you pursue?
      • Who will be in charge of coordinating updates?
      • What are the top conversation topics that get your audiences talking?
      • Who are your advocates right now?
    • Questions to consider before developing a social media strategy
      • Who are the key influencers in your industry?
      • How do you engage key influencers and make them advocates for your organization?
      • What policies do you need to consider?
      • Who should you benchmark your social program against?
      • Are there channels beyond YouTube, Twitter and Facebook you should participate in?
      • How do you handle a social media crisis situation?
    • Set Goals and Objectives
      • What do you hope to achieve with social media?
      • Are those goals realistic?
      • Can they be measured?
      • Who will be responsible for your social media and its success?
      • How will you hold that person(s) accountable?
      Before you start using social media you should define what you want to do, how you’ll quantify it, and in what timeframe.
    • Integration
      • Social media should be a part of your overall communications strategy, not an afterthought or separate initiative
      • HR vs. Marketing – make sure that both departments (and any others using social media) are following the same guidelines and processes to ensure a consistent image for the company online
    • Engage Target Audiences
      • Based on the research and listening you previously completed, you should have a good idea of your target audiences, where they are talking online and what topics resonate with them.
      • Identify specific outlets and tactics for your company and target audiences
          • Facebook
          • Twitter
          • LinkedIn
          • Foursquare
          • Blogs
          • Mobile
    • Engage Target Audiences
      • Develop a message map that states how you are going to effectively reach your target audiences
      Target Audience Key Message Channel Audience 1 xxxxxxxxxxxxxx Facebook and Twitter Audience 2 xxxxxxxxxxxxxx Blog and Twitter Audience 3 xxxxxxxxxxxxxx Blog
    • Engage Target Audiences
      • Create a content calendar to ensure that you have the content to maintain your networks after the initial launch
      • Key items to remember when developing a content calendar
          • Don’t talk at people. Have conversations with your fans and followers
          • Respond to questions and comments quickly
          • Engage fans
          • Offer social media fans and followers advance information
          • Thank people
    • Executing the Strategy
    • Key points to execute your strategy
      • Make sure you have the resources in place to successfully execute your social media strategy
      • Provide good content – no social media strategy can be successful without it
      • Find a social media management tool that works for you
          • Hootsuite
          • TweetDeck
          • CoTweet
          • SpredFast
    • Social Media Best Practices
      • Be interesting, conversational and relevant
      • Add value – be a resource to your readers, fans and followers
      • Don’t be overly promotional
      • Be honest and open in your communication
      • Best to post daily or at least 3 times a week
    • Social Media Best Practices
      • Consider local marketing
      • Include your social media sites on your email signature and on your website to build your network
      • Schedule time for social media monitoring
      • Have a crisis communication plan in place before you need it
    • Measurement and Reporting
    • Can social media really be measured?
      • Social media absolutely can and should be measured
      • What you measure will depend on the individual goals for your company
      • Pick three metrics that are directly related to your goals
      • Start with a baseline measurement so you know where you’re starting from and what you’ve achieved
      • Consider also measuring one or two of your competitors so that you can benchmark how you are doing in your industry
    • Metrics to measure success - Examples
      • Increase in brand mentions
      • Increase in traffic to the website
      • Shifts in sentiment surrounding brand/company
      • Share of voice
      • Number of media placements as a result of social media
      • Increase blog subscribers by xx% within x months
    • Reporting
      • Create a dashboard to share with key departments in your company to keep them updated on your social media efforts
      • Determine how often you need to report on social media in your company – weekly, monthly, quarterly?
      • This will show the ROI in the time and resources you have dedicated to social media
      • By visibly seeing results from social media, you can spike the interest of others in the organization to get involved
    • Revise your Strategy
      • Another reason to measure your progress is to be able to determine what is working and what is not
      • Look at time of day, post topic, channel, etc. to determine what is resonating with your audiences
      • Based on your metrics, revise your social media strategy to ensure success
    • Take - Aways
      • An effective social media strategy must have clear, measurable goals that align with the company’s overall strategy and goals
      • Ensure you have the resources in place to successfully execute your social media strategy
      • Experiment with social media management tools to find what works for you
      • Pick three metrics to measure your social media success
      • Based on your results, continue to revise your strategy as needed
      • Continue to Listen, Analyze, Strategize and Measure!
    • Questions?
      • Bill Balderaz
      • President
      • Webbed Marketing (a division of Fathom SEO)
      • Twitter: @bbalderaz
      • Email: bbalderaz@webbedmarketing.com