Ohio Rural Electric Cooperatives - Social Media

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  • 1. Using Social Media Effectively for Ohio Rural Electric Cooperatives October 2011 Bill Balderaz Webbed Marketing
  • 2.
    • Agenda
    • Developing a Social Media Strategy
    • Executing the Strategy
    • Measuring the Effectiveness of the Strategy
    • Social Media Cheat Sheet
  • 3.  
  • 4.  
  • 5. 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
  • 6. 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
  • 7.  
  • 8. Listen First – Monitoring Tools
  • 9. 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
  • 10. 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
  • 11. 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.
  • 12. 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
  • 13. 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
  • 14. Social Media Policies
  • 15. 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
  • 16. 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
  • 17. Developing a Social Media Strategy
  • 18.  
  • 19. 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?
  • 20. 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?
  • 21. 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.
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. Executing the Strategy
  • 27.  
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. Measurement and Reporting
  • 32.  
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. 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!
  • 38. Social Media Cheat Sheet
  • 39. 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
  • 40. 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
  • 41. 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
  • 42. 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
  • 43. Questions?
    • Bill Balderaz
    • President
    • Webbed Marketing (a division of Fathom SEO)
    • Twitter: @bbalderaz
    • Email: bbalderaz@webbedmarketing.com