Ohio Rural Electric Cooperatives - Social Media
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Ohio Rural Electric Cooperatives - Social Media






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    Ohio Rural Electric Cooperatives - Social Media Ohio Rural Electric Cooperatives - Social Media Presentation Transcript

    • Using Social Media Effectively for Ohio Rural Electric Cooperatives October 2011 Bill Balderaz Webbed Marketing
      • Agenda
      • Developing a Social Media Strategy
      • Executing the Strategy
      • Measuring the Effectiveness of the Strategy
      • Social Media Cheat Sheet
    • Why you should use social media
      • Social media is here to stay
      • 695 million Facebook users
      • 120+ million LinkedIn users
      • 140 million tweets each day
      • 2.5 billion Facebook, Twitter and LinkedIn visits received in one month
      • 164 million active blogs
    • Why you should use social media
      • Build your network
      • Develop corporate culture
          • Social media is all about building connections. Why not use it to strengthen your company internally?
          • Keep employees in the know through a private, internal social network like Yammer
    • Listen First – Monitoring Tools
    • Listen
      • Research and listen to what your audience is saying before you start talking. You can learn a lot about your audience, competitors and influencers just by listening.
      • Monitor and Track:
      • Conversation volume
      • Conversation topics
      • Where people are talking
      • Tone of conversations
      • Industry influencers
    • Listen – Free Monitoring Tools
      • Google Alerts
        • Email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic.
      • Social Mention
        • track and measure what people are saying about you, your brand, your services, or any topic across the web's social media landscape in real-time.
      Many free tools that allow you to monitor what is being said about your company, brand and industry
    • Listen – Free Monitoring Tools
      • TweetBeep
        • Hourly Twitter updates. Great for online reputation management, catching all your @replies and @mentions, finding networking opportunities, keeping up on the latest news, and more!
      • Twellow
        • An online Twitter directory that grabs publicly available messages from Twitter and then analyzes and categorizes each of the users responsible for those messages into the various categories.
      • Twitter Search
        • Real time search tool for all public tweets on Twitter.com.
    • Monitoring Tools - Paid
      • Paid tools allow for larger number searches, in-depth searches and work faster than free versions. Many also help with the analysis of the data.
      • Investment ranges from $500 to as much as $10,000/month
      • Hootsuite Pro
      • Alterian SM2
      • Radian 6
      • Sysomos
      • BuzzLogic
      • Viral Heat
    • Monitoring Tools – What to Look For
      • Covered networks – Most hit Twitter, Facebook, YouTube, but if need niche discussion groups may need to go paid
      • Metrics/reporting – Some show graphs, others just aggregate numbers
      • Workflow capabilities
      • Customer support services
      • Ease of interface
    • Social Media Policies
    • Social Policies - Legal Compliance and Ethical Concerns
      • Social Media policy should extend to all employees
      • Train employees on social media
      • This allows employers to show employees the right way to use it
      • Implement a policy NOW
    • Guidelines for Creating Policies
      • Create the policy to fit your culture and previous policies/handbooks
      • Make it easy to understand
      • Create a rollout plan for your new policy
      • Educate your employees on the policy
      • Involve ALL relevant parties and department when creating and reviewing the policy
      • Do your research! Look at a lot of other company’s policies to be sure to include all pertinent information
    • 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
      • Make sure that all 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!
    • Social Media Cheat Sheet
    • Social Media Cheat Sheet: What to Post
      • Use what you have
      • From business blog, newsroom, YouTube, etc.
      • Make sure is recent, relevant
      • Watch other users and re-post interesting updates
      • Be sure to give credit to user by referencing them in your re-post using @Name
      • Events
      • News posts
      • Awards
      • Customer quotes/testimonials
      • Contests
      • Promotions, coupons
      • Advice / tips
      • Reference other resources
      • Pictures / videos
      • Destination updates
      • Location stories
      • Seasonal info
    • Social Media Cheat Sheet
      • Best to post daily or at least 3 times a week
      • Set aside 15-20 min for posts
      • Sync social networks together to make content efficient (Hootsuite, Tweet Deck)
      • Ideal to post during day
    • Social Media Cheat Sheet
      • Connect back with those offering connection (be sure they are a legitimate contact if you do not know them)
      • Reply to questions from connections
      • Re-tweet, share, link to posts from connections
      • Anytime see something of interest, share it, comment and give credit to original author
      • Thank others for sharing info you posted
    • Take - Aways
      • Social Media is here to stay
      • Conversations about your company and industry are happening online whether you are there or not
      • Social media can be beneficial to HR pros both personally and professionally
      • Listen First
      • Stay up-to-date on what is being said in your industry
      • Identify where people are talking about what topics
      • Stay legal
      • Be clear on regulations/policies for your industry. Know what you can and cannot take into consideration when making a hiring decision
    • Questions?
      • Bill Balderaz
      • President
      • Webbed Marketing (a division of Fathom SEO)
      • Twitter: @bbalderaz
      • Email: bbalderaz@webbedmarketing.com