1. We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
2. Social Media:
Strategy Matters
for Business
Alicia Allen
Social Media Manager
3fold Communications
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
3. Overview
• The Basics
• Strategy (the who, what and why)
• The Networks
• Plan (the how)
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
4. The Basics
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
5. Overwhelmed?
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
6. Social Media
―Forms of electronic communication through which users
create online communities…‖ – Merriam-Webster
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
7. Participation
Wrong reasons to participate:
• Everybody else is doing it
• Cheap and easy
• You want to spy on your children
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
8. Participation
Right reasons to participate:
• Networking and reconnecting
• General exposure; boost a
campaign
• Finding information
• Engage and cultivate audiences
• Learn, get feedback
• Cheap(er)
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
9. Strategy
―We don’t have a choice on whether we DO
social media, the question is how well we DO it.‖
– Eric Qualman, author of Socialnomics
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
10. Tools vs. Strategy
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
11. Need for Strategy
Strategy drives success.
Without it:
• No focus
• Inconsistent message and voice
• Infrequent, lack of attention
• Inefficient
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
12. Marketing Plan
Fit into overall marketing plan.
• Cannot be solo
• Organization’s goals
• Vision of the organization
• Use assets
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
13. Good Strategy
• Goals
• Target audience
• Overall messaging
• Time and resources
• Plan
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
14. Focus on People
• Communication evolution
• Social not technology
• Conversation is happening
• Listen, listen, listen
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
15. Social Media Policy
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
16. Why a Policy?
• Employees are participating
• Clients are participating
• Blurry lines
• Privacy
• Negative feedback
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
17. Social Networks
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
18. What to pick?
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
19. Blogs
• Content hubs
• Resources
• Relevant information
• Search engine optimization
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
20. Facebook
• Largest social network
• 900+ million users
• Advocates
• Anytime, anyplace
• Contests and applications
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
21. Twitter
• 500+ million users
• Over 340 million tweets a day
• 140 characters
• New audience
• Breaking news
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
22. LinkedIn
• 160+ million members
• Individual profiles
• Groups vs. Company Pages
• Favorite LinkedIn feature
• Plug-ins
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
23. Google+
• 100+ million user accounts
• Internal uses:
o Personal resource library
o Group shared library
o Hangout
• Google products seamless
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
24. Geolocation
• Privacy concerns
• Connection
• Add value
• Cross-promotion
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
25. Power of Video
• Funny, compelling, unique
• Series or ―Vlog‖
• Short
• ―Power users‖
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
26. Photo Captivation
• Easy and fun
• Access anywhere
• Sharable
• More exposure
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
27. Do you have to do it all?
• Absolutely not!
• Time and resources
• Importance of strategy
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
28. Strategy + Networks…
Now What?
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
29. Your plan…
• Tools
• Objectives
• Benchmarks
• Editorial calendar
• Measuring tools
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
30. Discovery and Execution
Discover:
• Where is my audience?
• What are they talking about?
Execute:
• Pick the right tools
• Identify objectives and benchmarks
• Create profiles
• Begin to connect
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
31. Creating Content
• What is content?
• Editorial calendar
• Develop ―voice‖
• Be engaging and dynamic
• Audience, frequency
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
32. Building a Community
• Promote online and offline
• Interaction leads to action
• Participate
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
33. Social Media Karma
• Be yourself
• Be responsive
• Be engaged
• Be respectful
• Be interesting
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
34. Monitoring and Analytics
• Monitor
• Keep track of what works
• Facebook Insights
• Hootsuite
• Viral Heat
• Cision
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
35. Wrapping Up!
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
36. Your social media success…
• Understand your goals
• Build a social media strategy
• Develop a plan of action
• Dive in!
#Roseville2012 @3foldcomm
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
37. Thank You!
3foldcomm.com
facebook.com/3foldcomm
twitter: @3foldcomm
@AliciaToday
We love to share—however, please ask first. Reproduction, modification, distribution or republication without the prior consent of 3fold Communications, LLC is strictly prohibited.
