Social media speaker series Part 2


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Social media is not a replacement of previous forms of communication. Keep doing those things you used to do, social media is just another tool. The strength of social media is that it can empower your audiences to participate in your communication and brand development….hopefully in a good way.

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  • For the next section open the workbook and answer the questions as they pertain to your organization.
  • First, know your organization. What are your goals and objectives using social media? What resources do you have (who will do it?)
  • Step 2: use your monitoring tools to listen to conversations, target groups, know who is saying what, etc. Who is doing what you want to do with social media? How are your partners using it? Stay on top (and ahead) of trends in your field.
  • Go from this…
  • To targeting your audience.
  • Find out who the influencers are in your field. Target them. Make sure you have a good relationship with them and they know what you’re doing. By connecting with these people, you are tapping into an audience way beyond your own. You can also do social media press releases and launches.
  • There are ways of minimizing the effort it takes to do this. Set up feeds to bring everything to you. Synchronize your facebook account with your twitter account, so you’re not having to post a bunch of stuff over and over.
  • TweetDeck, Hootsuite, etc help you get some perspective on your social media. You can amalgamate your social media and create columns based on areas of interest. You can also schedule when tweets are to go out.
  • RSS – Really Simple Syndication. On many web sites, you’ll see that logo. If you click on it you can sign up to have the updates to that web site sent directly to you. Instead of spending the time to go to each site, you’re not a subscriber and it’s dropped off to you. Google Reader is a great place to have all this content come. It’s like an in-box of things you’re interested in. By setting up a Google Alert, any content added to Google on a subject of your choosing will be sent to your email address.
  • When you know where to look, you can start using techniques to start targeting your message to the right people, the right way at the right time.
  • To get people to follow or like you, there’s nothing more important the content. There are some tricks, but if you want a loyal, engaged audience, create content that is interested, memorable and adds value.
  • Compare this to a recent crowdsourced video contest held for the British movie The Infidel which received 72 videos and 1,535 votes. Drove traffic to the awareness advertising campaign website through direct click-throughs
  • Be yourself, but don’t “over-expose” yourself (like Anthony Weiner). Whatever you put on-line is potentially available to the whole planet forever.
  • Have something to say. Keep it fresh.
  • Target your information. Know your audience, tailor your message. Make it easy for people to get the information they want in the way they want.
  • It’s the key. Tipping point. Nurture those connections.
  • Yes it’s the same, but it’s also the key. Tipping point.
  • Social media speaker series Part 2

    1. 1. NAHO Speaker Series Social Media Part 2 Strategy and Case Study Mark Buell & Trevor Eggleton December 15, 2011
    2. 2. Let’s get started
    3. 3. Great. Now what?
    4. 4. 1. Look within <ul><li>Goals, objectives </li></ul><ul><li>Resources </li></ul><ul><li>Should you be using social media? </li></ul><ul><li>Then… </li></ul>
    5. 5. 2. Listen: Find out where your stakeholders are, what are they doing, what are they talking about? <ul><li>Stakeholders & </li></ul><ul><li>competitors </li></ul><ul><li>Influencers </li></ul><ul><li>Popular subjects </li></ul><ul><li>Trends </li></ul>What’s this strange thing you’re handing me? It’s called ‘paper’.
    6. 6. <ul><li>What are people looking for? </li></ul><ul><li>What are people talking about? </li></ul><ul><li>Who are people listening to? </li></ul><ul><li>You? </li></ul>
    7. 10. Who are people listening to? Or…. Who should you be talking to?
    8. 11. Who has time for this stuff?
    9. 12. Tweetdeck
    10. 13. Google Reader (RSS feeds) Google Alerts
    11. 14. Use (and create) certain hashtags. Match content and audience with platform. Find Facebook groups. Connect with influencers: Twitter and blogs. Leverage partners. 3. Get involved: Start building your community
    12. 15. <ul><li>Have something to say. </li></ul><ul><ul><li>Be professional, credible and responsible. </li></ul></ul><ul><ul><li>Always add value. </li></ul></ul><ul><ul><li>Be a leader. </li></ul></ul><ul><ul><li>Simply put: Participate in social media the same way as you would participate with other media or public forum. </li></ul></ul>
    13. 16. A.L.I. Social Media for Government June 2010
    14. 17. <ul><li>Overview of CIRA </li></ul><ul><li>Identification of problem – setting objectives </li></ul><ul><li>Solution and rationalization </li></ul><ul><li>Planning and execution </li></ul><ul><li>Metrics </li></ul><ul><li>Lessons learned </li></ul>Overview
    15. 18. Who is CIRA? <ul><li>CIRA is the organization that manages the .CA domain space </li></ul><ul><li>on behalf of all Canadians, the policies that support Canada’s </li></ul><ul><li>Internet community and Canada’s involvement in </li></ul><ul><li>international Internet governance. </li></ul>
    16. 19. The Challenge <ul><li>The registration of a domain name is most often seen as a means to an end (i.e., I want a website) </li></ul><ul><li>.CA domain names are not sold directly to the end user by CIRA </li></ul>
    17. 20. ShowUsYour.CA Contest
    18. 21. Objectives <ul><ul><li>Update online advertising content, refresh CIRA’s (and .CA) image. </li></ul></ul><ul><ul><li>Establish CIRA in social media. </li></ul></ul><ul><ul><li>Raise awareness of CIRA and .CA. </li></ul></ul>
    19. 22. Target Audiences <ul><li>Primary: All .CA domain holders; specifically individuals and small business. </li></ul><ul><li>Secondary: Influencers; young (mid 20s to mid 30s), middle class, well educated men and women (single) who work in the creative field (i.e., graphic design, web design, public relations, marketing) and are entrepreneurs. These individuals are most likely to live in an urban centre. </li></ul>
    20. 23. Strategy <ul><li>Heavy emphasis on Social Media </li></ul><ul><ul><li>Utilize Social Media to crowd source marketing content </li></ul></ul><ul><li>Internal buy-in – staff contest </li></ul><ul><li>Phased approach </li></ul><ul><ul><li>Entry </li></ul></ul><ul><ul><li>Voting </li></ul></ul>
    21. 24. Execution <ul><li>Phase 1: Contest entry </li></ul><ul><ul><li>Three weeks </li></ul></ul><ul><ul><li>Entrants developed and submitted short, web-based videos on what their .CA domain name means to them </li></ul></ul><ul><ul><li>Entries were shortlisted to eight by a team composed of CIRA staff and the Managing Editor for Marketing Magazine </li></ul></ul><ul><li>Phase 2: Voting </li></ul><ul><ul><li>Public had the opportunity to vote for their favourite among the shortlisted videos </li></ul></ul><ul><ul><li>To extend CIRA’s reach, the onus was placed on the shortlisted entrants to promote their video </li></ul></ul><ul><li>At the contest close, the winning video and two runners-up were selected </li></ul>
    22. 25. Execution <ul><li>Traditional Media </li></ul><ul><ul><li>Direct mail postcard </li></ul></ul><ul><li>Online </li></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><ul><li>YouTube, Facebook, Twitter, blogs </li></ul></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><ul><li>Facebook, blogs, Google, </li></ul></ul></ul>
    23. 26. Execution
    24. 27. Execution: Social Media <ul><li>Utilized CIRA’s three Twitter accounts. </li></ul><ul><li>Facebook fan page. </li></ul><ul><li>LinkedIn group. </li></ul><ul><li>In phase two, put the responsibility on the entrants to promote their entry. </li></ul>
    25. 28. Phase 1 - Entry Target audiences
    26. 29. Phase 1 - Website
    27. 30. Phase 2 - Voting Small Business Owners and Key Influencers
    28. 31. Phase 2 - Creative
    29. 32. Microsite – Phase 2 Voting
    30. 33. Social Media Activity: Phase 1 <ul><li>Pitch Engine, first media release (social media release views): 200 </li></ul><ul><li>Pitch Engine, second media release (social media release views): 32 </li></ul><ul><li>YouTube Channel (total entry video views): 6,640 </li></ul><ul><li>YouTube Channel Subscribers: 41 new since start of contest </li></ul><ul><li>YouTube Channel/Video Comments: 75 </li></ul><ul><li>Tweets about ShowUsYour.CA: 81, not including those from @mebuell, @ciranews or @cira001 </li></ul><ul><li>Blog posts about ShowUsYour.CA : 18, not including Public Domain </li></ul>
    31. 34. Social Media Activity: Phase 2 <ul><li>Pitch Engine, first media release (media release views): 213 </li></ul><ul><li>Pitch Engine, second media release (media release views): 55 </li></ul><ul><li>Pitch Engine, third media release (media release views): 117 </li></ul><ul><li>YouTube Channel (total entry video views): 26,884 </li></ul><ul><li>YouTube Channel Subscribers: 47 new since start of contest </li></ul><ul><li>YouTube Channel/Video Comments: 132 since start of contest </li></ul><ul><li>Tweets about ShowUsYour.CA: 111, not including those from @mebuell, @ciranews or @cira001 </li></ul><ul><li>Blog posts about ShowUsYour.CA : 30, not including Public Domain </li></ul>
    32. 35. Results <ul><li>Unique visitors: phase 1 entry 19,264, phase 2 voting 16,293 </li></ul><ul><li>Visits: phase 1 entry 20,815 visits, phase 2 voting 20,027 </li></ul><ul><li>Online advertising: </li></ul><ul><ul><li>Google Content Network CTR of 0.05% and 74,261,895 impressions </li></ul></ul><ul><ul><li>CBC CTR of 0.04% and 1,899,577 impressions </li></ul></ul><ul><ul><li>Facebook CTR of 0.02% and 23,323,340 impressions </li></ul></ul><ul><li>95 entries, 3,548 votes </li></ul>
    33. 36. Summary <ul><li>Can generate interest </li></ul><ul><li>Can convert interest into action </li></ul><ul><li>Can create and engage our community </li></ul>
    34. 37. <ul><li>5. Be yourself – be human (but not too human…). </li></ul>
    35. 38. 6. Evaluate: Make sure you’re saying it right, and in the right place.
    36. 39. <ul><li>The Five Secrets </li></ul><ul><li>of Social Media </li></ul><ul><li>Success </li></ul><ul><li>(how to get people to follow/like you) </li></ul>
    37. 40. 1. Have something to talk about…
    38. 41. 2. Use multiple channels…
    39. 42. 3. Use what fits.
    40. 43. 4. Some Connections Matter More than Others…
    41. 44. 5. Set Goals.
    42. 45. And have fun with it! <ul><li> Thank you. </li></ul><ul><li> Mark E. Buell Trevor Eggleton </li></ul><ul><li> E-mail: E-mail: </li></ul><ul><li> Twitter: @mebuell Twitter: @trevoreggleton </li></ul>