Social Media: Am I doing it right? Association of Zoos & Aquariums Annual Conference | Portland, Oregon | September 2009

Let’s talk about… 1. What it means to be successful with social media 2. How we can track and measure social media 3. How our audiences engage with social media 4. What we can do today to maximize audience engagement with our social media

Redefining success from web 1.0

What is success? How do I define success in social media? Mission Communications Plan Social Media Goals Make it measurable

Example: WPZ social media goals Measure what matters to you

Core elements of success ENGAGEMENT “ Our audience is engaged” Metrics (Quantitative): # of comments Video ratings # of retweets / shares / likes Metrics (Qualitative): Tone of comments Perception of brand REACH “ We have an audience” Metrics: Page views # of subscribers # of fans

ENGAGEMENT

“ Our audience is engaged”

Metrics (Quantitative):

# of comments

Video ratings

# of retweets / shares / likes

Metrics (Qualitative):

Tone of comments

Perception of brand

REACH

“ We have an audience”

Metrics:

Page views

# of subscribers

# of fans

Do I have reach and engagement? Listen Measure Learn Adapt

Listening and tracking http://www.google.com/alerts http://search.twitter.com

Listening and tracking http://www.socialmention.com/

Measuring reach and engagement http://www.sensidea.com/socialseek/ Paid services Radian6: http://www.radian6.com PR Newswire: Social Media Metrics http://www.prnewswire.com/ Free services

Facebook Page Insights ENGAGEMENT REACH

www.klout.net

Sentiment tracking www.twendz.com

Link clicks and shares REACH ENGAGEMENT

So how do I get more reach and engagement? Photo by Dennis Conner

Understand your audience Photo by Ryan Hawk

Types of social media users Social media Spectator Joiner Creator Collector Critic Inactive

Creator I see what you’re doing & I want to do it too

Critic I see what you’re doing & I want you to know what I think of it

Collector I see what you’re doing & I want to influence its output

Joiner I see what you’re doing & I want to be associated with it

Spectator I see what you’re doing

Inactive Did you say something?

Profile your audience United States internet users http://www.forrester.com/Groundswell/profile_tool.html

Barriers to audience engagement Mostly spectators Time Tech limitations Photo by Ryan Hawk

Mostly spectators

Time

Tech limitations

Incentives for engagement Relationship building Benefits and exclusive value Influence

Relationship building

Benefits and exclusive value

Influence

Can’t FAIL tips for engagement Know your audience: use profile tool Recognize barriers and incentives Provide ways to engage at all active levels Example: Facebook fan page Creators – add photos to your fan album Critics – “like” a post Collectors – tag photos Joiners – become a fan Spectators – page viewable without an account Put out irresistible content Model engagement you want to see Keep it real Listen, measure, learn, adapt. Repeat.

Know your audience: use profile tool

Recognize barriers and incentives

Provide ways to engage at all active levels

Example: Facebook fan page

Creators – add photos to your fan album

Critics – “like” a post

Collectors – tag photos

Joiners – become a fan

Spectators – page viewable without an account

Put out irresistible content

Model engagement you want to see

Keep it real

Listen, measure, learn, adapt. Repeat.

rebecca.whitham@zoo.org | @WPZRebecca | @woodlandparkzoo