Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
— HILL STAFF —

TRAINING
PRESENTED BY:
VOTE OUT LOUD!
2
PRODUCT CUSTOMIZATION
Examples

3
650+ BASE GOODS
Examples

4
The Numbers

ANALYTICS

5
Calling it

ANALYTICS

6
Analyzing

ANALYTICS

7
Running Mates

PREDICTIONS

8
The
Conversation

HOT TOPICS

9
Immediacy

TRENDING

10
Oops!

MISSTEPS

11
Solutions

SWAG

12
13
Solutions

14
15
— HILL STAFF —

TRAINING
PRESENTED BY:
16
Hello!

Jason Falls

Rachael Powell

VP, Digital Strategy
CafePress.com
@jasonfalls

Director of Social Media
Elasticity
@...
BASIC RULES
#HILLSM14

18
Honesty & Transparency
#HILLSM14

19
Humanize Congress
#HILLSM14

20
Real-Time Reactivity
#HILLSM14

21
Proactive Engagement
#HILLSM14

22
TRENDS
#HILLSM14

23
Promotional Support
#HILLSM14

24
Rise of Visual Web
#HILLSM14

25
Short & One-Use Videos
#HILLSM14

26
Consistency
#HILLSM14

27
Trends

Basic Rules
•
•
•
•

Honesty & Transparency
Humanize Congress
Real-Time Reactivity
Proactive Engagement

•
•
•
•

...
PUTTING IT INTO PRACTICE
#HILLSM14

29
Listen & Learn,
Then Listen Some More
#HILLSM14

30
Social Listening Tools
KEY METRICS
Mentions by topic
Sentiment of mentions

»

Share of voice

»

Media type analysis

»

...
Establish Social Media Governance
#HILLSM14

32
Five Components of Governance
POLICIES

PROCESS

PLAYBOOK

TECHNOLOGIES

TRAINING

Delineate what
to do and what
not to do...
Five Components of Governance
POLICIES

PROCESS

PLAYBOOK

TECHNOLOGIES

TRAINING

Delineate what
to do and what
not to do...
Engage More, Broadcast Less
#HILLSM14

35
Directing Communities
Orchestra conductor of a „symphony of content‟
Relationship manager

Brand voice expert
Crisis radar...
Measure, Rinse, Repeat
#HILLSM14

37
“In 2009, more data was
generated by individuals
than in the entire history of
mankind through 2008…”
Andreas Weigend
Form...
Before You Measure ROI – Define the „R‟

#HILLSM14

39
Requires Planning

Data

Evaluate

Analysis

Measure

Insights

Program

Planning

Strategy

#HILLSM14

40
Let Go
#HILLSM14

41
Putting It Into Practice
•
•
•
•
•

Listen, Learn, Then Listen Some More
Establish Social Media Governance
Engage More, Br...
DISCUSSION
#HILLSM14

43
Panel Discussion

Aaron Perlut

Chris Good

Partner, Elasticity
Contributor, Forbes
@AaronPerlut

Political Reporter
ABC N...
WHO WANTS PIZZA?
#HILLSM14

45
Upcoming SlideShare
Loading in …5
×

Elasticity | Cafe Press Washington D.C. Hill Staff Social Media Training

544 views

Published on

Elasticity and Cafe Press partnered to present a social media training session to Hill staff in Washington D.C.

Published in: Social Media
  • Be the first to comment

  • Be the first to like this

Elasticity | Cafe Press Washington D.C. Hill Staff Social Media Training

  1. 1. — HILL STAFF — TRAINING PRESENTED BY:
  2. 2. VOTE OUT LOUD! 2
  3. 3. PRODUCT CUSTOMIZATION Examples 3
  4. 4. 650+ BASE GOODS Examples 4
  5. 5. The Numbers ANALYTICS 5
  6. 6. Calling it ANALYTICS 6
  7. 7. Analyzing ANALYTICS 7
  8. 8. Running Mates PREDICTIONS 8
  9. 9. The Conversation HOT TOPICS 9
  10. 10. Immediacy TRENDING 10
  11. 11. Oops! MISSTEPS 11
  12. 12. Solutions SWAG 12
  13. 13. 13
  14. 14. Solutions 14
  15. 15. 15
  16. 16. — HILL STAFF — TRAINING PRESENTED BY: 16
  17. 17. Hello! Jason Falls Rachael Powell VP, Digital Strategy CafePress.com @jasonfalls Director of Social Media Elasticity @rachaelcpowell » Keynote speaker and CEO » Founder of Social Media Explorer » Nationally recognized blogger » Author of No Bullshit Social Media » Industry speaker #HILLSM14 17
  18. 18. BASIC RULES #HILLSM14 18
  19. 19. Honesty & Transparency #HILLSM14 19
  20. 20. Humanize Congress #HILLSM14 20
  21. 21. Real-Time Reactivity #HILLSM14 21
  22. 22. Proactive Engagement #HILLSM14 22
  23. 23. TRENDS #HILLSM14 23
  24. 24. Promotional Support #HILLSM14 24
  25. 25. Rise of Visual Web #HILLSM14 25
  26. 26. Short & One-Use Videos #HILLSM14 26
  27. 27. Consistency #HILLSM14 27
  28. 28. Trends Basic Rules • • • • Honesty & Transparency Humanize Congress Real-Time Reactivity Proactive Engagement • • • • #HILLSM14 Promotional Support Rise of Visual Web Short & One-Use Videos Consistency 28
  29. 29. PUTTING IT INTO PRACTICE #HILLSM14 29
  30. 30. Listen & Learn, Then Listen Some More #HILLSM14 30
  31. 31. Social Listening Tools KEY METRICS Mentions by topic Sentiment of mentions » Share of voice » Media type analysis » » Spot emerging trends Volume of mentions » » React to reputational threats » » » Discover and respond to mentions Influencer discovery » Benchmark your reputation » Benchmark against “competitors” #HILLSM14 31
  32. 32. Establish Social Media Governance #HILLSM14 32
  33. 33. Five Components of Governance POLICIES PROCESS PLAYBOOK TECHNOLOGIES TRAINING Delineate what to do and what not to do with social media in both professional and personal contexts. Define the paths to follow, roles & responsibilities of each person including workflows and crisis preparedness. Create overviews of the “how” to implement and execute social initiatives, usually detailed by business objective and social channel. Rationalize social technology platforms, such as listening and monitoring, measurement, content publishing and assign access and ownership. Address the gaps between understanding, actual capabilities and required skills to achieve business goals. #HILLSM14 33
  34. 34. Five Components of Governance POLICIES PROCESS PLAYBOOK TECHNOLOGIES TRAINING Delineate what to do and what not to do with social media in both professional and personal contexts. Define the paths to follow, roles & responsibilities of each person including workflows and crisis preparedness. Create overviews of the “how” to implement and execute social initiatives, usually detailed by business objective and social channel. Rationalize social technology platforms, such as listening and monitoring, measurement, content publishing and assign access and ownership. Address the gaps between understanding, actual capabilities and required skills to achieve business goals. ONE MORE: Common Sense #HILLSM14 34
  35. 35. Engage More, Broadcast Less #HILLSM14 35
  36. 36. Directing Communities Orchestra conductor of a „symphony of content‟ Relationship manager Brand voice expert Crisis radar technician Content & advertising targeting expert Fan segmentation specialist Performance analyst #HILLSM14 36
  37. 37. Measure, Rinse, Repeat #HILLSM14 37
  38. 38. “In 2009, more data was generated by individuals than in the entire history of mankind through 2008…” Andreas Weigend Former Chief Scientist, Amazon.com #HILLSM14 38
  39. 39. Before You Measure ROI – Define the „R‟ #HILLSM14 39
  40. 40. Requires Planning Data Evaluate Analysis Measure Insights Program Planning Strategy #HILLSM14 40
  41. 41. Let Go #HILLSM14 41
  42. 42. Putting It Into Practice • • • • • Listen, Learn, Then Listen Some More Establish Social Media Governance Engage More, Broadcast Less Measure, Rinse, Repeat Let Go #HILLSM14 42
  43. 43. DISCUSSION #HILLSM14 43
  44. 44. Panel Discussion Aaron Perlut Chris Good Partner, Elasticity Contributor, Forbes @AaronPerlut Political Reporter ABC News @c_good Chris Moody Warren Rojas Political Reporter Yahoo! News @Chris_Moody Columnist Heard on the Hill, Roll Call @WARojas #HILLSM14 44
  45. 45. WHO WANTS PIZZA? #HILLSM14 45

×