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taking your  social media  to the  next level Demetrio P. Maguigad Community Media Workshop 312-369-6400 [email_address] F...
introduction <ul><li>Gaining a perspective on Social Media </li></ul><ul><li>Who’s online and how are they engaging? </li>...
4 basic  online communications  goals <ul><li>to inform audiences </li></ul><ul><li>to educate audiences </li></ul><ul><li...
social   media It’s kind of like…
 
It’s all about developing  meaningful relationships  by  engaging audiences  through  conversations
 
online   users:  tools categorized by people’s actions <ul><li>people creating: blogs, podcasts, videos </li></ul><ul><li>...
online   users:  technographics & categories <ul><li>creators </li></ul><ul><li>conversationalists </li></ul><ul><li>criti...
online   users:  U.S. technographics averages *Forrester Research, Forrester Consumer Data
developing  a   social media   policy   &   plan
social media   policy
Social Media Policy <ul><li>identifies organization culture & voice </li></ul><ul><li>anticipates audience engagement </li...
Control Some Control No Control Website Blog Mission Brochures Policies … things we create in house Employees/Staff Commen...
social media   plan
how do you  fix a broken sink ?
 
Social Media Planning <ul><li>people:  what are they ready for? where are they? what level of engagement are they at? </li...
Social Media Planning:  People <ul><li>Develop an analysis of targeted audiences. </li></ul><ul><li>Identify audience use ...
Social Media Planning:  Objectives <ul><li>Establish your objectives & goals. </li></ul><ul><li>Identify what it is you wa...
Social Media Planning:  Strategies <ul><li>Identify the process ( listening for research, conversing to create market buzz...
Social Media Planning:  Technology &Tactics <ul><li>Identify the tools needed to communicate, engage and measure your succ...
Listening & Monitoring strategy:  Collecting info and insights through conversations Conversing & Buzz strategy:  Building...
Social Media Planning:  Outcomes & Analysis <ul><li>Lastly, collect data, information & insights. </li></ul><ul><li>Analyz...
Social Media Planning:  Outcomes & Analysis www.touchgraph.com/seo
Social Media Planning:  Outcomes & Analysis Audience Data collected from Twitter & Facebook www.sproutsocial.com
Audience Profile Female, 25-34 Twitter Users Female, 35-44 Facebook Users http://www.forrester.com/empowered/tool_consumer...
Social Media Planning:  Outcomes & Analysis Activity Data collected from Twitter & Facebook www.sproutsocial.com
Social Media Planning:  Outcomes & Analysis www.sproutsocial.com
 
Wrapping Up <ul><li>4 Basic Goals of Online Communicating </li></ul><ul><li>Social Web and the High School Dance </li></ul...
Q + A discussion
taking your  social media  to the  next level Demetrio P. Maguigad Community Media Workshop 312-369-6400 [email_address] F...
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Chicago Community Trust Grantees Training on Social Media Planning

Here are some of the tools we talked about in our session:

Social Bookmarking and organizing the web
http://delicious.com/
http://pinterest.com/

Social dashboards and analytics
http://touchgraph.com/seo
http://sproutsocial.com/
http://hootsuite.com/
http://www.radian6.com/
http://www.peoplebrowsr.com/
http://www.google.com/analytics/

Exploring
http://mashable.com/
http://www.bethkanter.org/
http://www.radian6.com/
http://technorati.com/

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Chicago Community Trust Grantees Training on Social Media Planning

  1. 1. taking your social media to the next level Demetrio P. Maguigad Community Media Workshop 312-369-6400 [email_address] Follow on Twitter @dmaguigad & @npcommunicator http://www.communitymediaworkshop.org
  2. 2. introduction <ul><li>Gaining a perspective on Social Media </li></ul><ul><li>Who’s online and how are they engaging? </li></ul><ul><li>Developing a Social Media Plan </li></ul><ul><li>Discussion </li></ul>
  3. 3. 4 basic online communications goals <ul><li>to inform audiences </li></ul><ul><li>to educate audiences </li></ul><ul><li>to persuade audiences </li></ul><ul><li>to entertain audiences </li></ul>
  4. 4. social media It’s kind of like…
  5. 6. It’s all about developing meaningful relationships by engaging audiences through conversations
  6. 8. online users: tools categorized by people’s actions <ul><li>people creating: blogs, podcasts, videos </li></ul><ul><li>people connecting: social networks </li></ul><ul><li>people collaborating: wiki’s, crowd sourcing </li></ul><ul><li>people reacting: reviews, liking, digging </li></ul><ul><li>people accelerating consumption: sharing, aggregating, RSS feeds </li></ul>
  7. 9. online users: technographics & categories <ul><li>creators </li></ul><ul><li>conversationalists </li></ul><ul><li>critics </li></ul><ul><li>collectors </li></ul><ul><li>joiners </li></ul><ul><li>spectators </li></ul><ul><li>In-actives </li></ul>} influencers organizers { } majority
  8. 10. online users: U.S. technographics averages *Forrester Research, Forrester Consumer Data
  9. 11. developing a social media policy & plan
  10. 12. social media policy
  11. 13. Social Media Policy <ul><li>identifies organization culture & voice </li></ul><ul><li>anticipates audience engagement </li></ul><ul><li>sets guidelines for online engagement </li></ul><ul><li>preventing and responding to crisis </li></ul><ul><li>define what you can and can not control </li></ul>
  12. 14. Control Some Control No Control Website Blog Mission Brochures Policies … things we create in house Employees/Staff Comments on our blog Facebook Page Twitter Accounts Search … things we can participate and have some influence Competitors Comments on other blogs Reviews on other sites Reactions or responses to services, products or brand … things we need to respond to
  13. 15. social media plan
  14. 16. how do you fix a broken sink ?
  15. 18. Social Media Planning <ul><li>people: what are they ready for? where are they? what level of engagement are they at? </li></ul><ul><li>objectives: what do you want to do to achieve your goals? what will be accomplished? </li></ul><ul><li>strategies: what will change and how? what is the process? </li></ul><ul><li>technology, tools & tactics: what are the best tools to help you get there? </li></ul><ul><li>outcomes & analysis: what will be measured? what are the indicators of change or success? </li></ul>
  16. 19. Social Media Planning: People <ul><li>Develop an analysis of targeted audiences. </li></ul><ul><li>Identify audience use of technology. </li></ul><ul><li>Develop engagement decisions based on analysis and impact level to define your objectives. </li></ul>
  17. 20. Social Media Planning: Objectives <ul><li>Establish your objectives & goals. </li></ul><ul><li>Identify what it is you want to do ( to conduct research , to create market buzz , inform and sell products , provide support to customers , develop and improve products and services ) </li></ul>
  18. 21. Social Media Planning: Strategies <ul><li>Identify the process ( listening for research, conversing to create market buzz, rally key fans, nurture a community, include customers to improve products ) </li></ul><ul><li>Identify what it is you want to change if you are successful with your objectives--impact. </li></ul><ul><li>Identify how you will measure these changes. </li></ul><ul><li>Learn to adapt to changes in the process. </li></ul>
  19. 22. Social Media Planning: Technology &Tactics <ul><li>Identify the tools needed to communicate, engage and measure your success. </li></ul><ul><li>Identify how the tools will be used. </li></ul>
  20. 23. Listening & Monitoring strategy: Collecting info and insights through conversations Conversing & Buzz strategy: Building relationships by creating and participating in conversations--direct engagement Energizing Supporters strategy: Rallying key supporters towards an action or cause Sustainability strategy: Allowing supporters to help each other Nurturing A Community: Building authority Key Strategies: Investing Tools & Time tools time
  21. 24. Social Media Planning: Outcomes & Analysis <ul><li>Lastly, collect data, information & insights. </li></ul><ul><li>Analyze and measure them against your objectives, goals & impact. </li></ul><ul><li>Adapt or accept changes. </li></ul>
  22. 25. Social Media Planning: Outcomes & Analysis www.touchgraph.com/seo
  23. 26. Social Media Planning: Outcomes & Analysis Audience Data collected from Twitter & Facebook www.sproutsocial.com
  24. 27. Audience Profile Female, 25-34 Twitter Users Female, 35-44 Facebook Users http://www.forrester.com/empowered/tool_consumer.htm
  25. 28. Social Media Planning: Outcomes & Analysis Activity Data collected from Twitter & Facebook www.sproutsocial.com
  26. 29. Social Media Planning: Outcomes & Analysis www.sproutsocial.com
  27. 31. Wrapping Up <ul><li>4 Basic Goals of Online Communicating </li></ul><ul><li>Social Web and the High School Dance </li></ul><ul><li>Audiences Using Technology & the Web </li></ul><ul><li>Social Media Policy: Taking Control of Online Communications </li></ul><ul><li>Planning and Developing Your Strategy </li></ul><ul><li>Outcomes and Analysis </li></ul>
  28. 32. Q + A discussion
  29. 33. taking your social media to the next level Demetrio P. Maguigad Community Media Workshop 312-369-6400 [email_address] Follow on Twitter @dmaguigad & @npcommunicator http://www.communitymediaworkshop.org

Here are some of the tools we talked about in our session: Social Bookmarking and organizing the web http://delicious.com/ http://pinterest.com/ Social dashboards and analytics http://touchgraph.com/seo http://sproutsocial.com/ http://hootsuite.com/ http://www.radian6.com/ http://www.peoplebrowsr.com/ http://www.google.com/analytics/ Exploring http://mashable.com/ http://www.bethkanter.org/ http://www.radian6.com/ http://technorati.com/

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