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Why Isnt My Social Media Strategy Working?


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Presented at the CPRS Breakfast Series event, Oct 2009.

Published in: Technology, News & Politics
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Why Isnt My Social Media Strategy Working?

  1. 1. Why Isn’t My Social Media Strategy Working? <ul><li>Presented by: </li></ul><ul><li>Natasha </li></ul><ul><li>Netschay Davies </li></ul><ul><li>Director, Social Media </li></ul><ul><li>Peak Communicators </li></ul><ul><li>Twitter Conversation: #cprs </li></ul>
  2. 2. A Show of Hands… <ul><li>Follow a social media communications strategy </li></ul><ul><li>Have no social media strategy </li></ul><ul><li>Participate in social media without a strategy </li></ul><ul><li>Have no strategy , and have no social media involvement </li></ul>
  3. 3. A Show of Hands… <ul><li>Who feels their social media strategy is working? </li></ul><ul><li>Who thinks their strategy needs a makeover? </li></ul><ul><li>Who thinks “going with the flow” with no strategy works just fine? </li></ul>
  4. 4. Today’s Talk <ul><li>Why Social Media Continues to Matter </li></ul><ul><li>Signs Your Strategy Isn’t Working </li></ul><ul><li>Adjusting Your Strategy </li></ul><ul><li>Q & A </li></ul><ul><li>Become A Fan – SMS </li></ul><ul><li>Contact Us </li></ul>
  5. 5. Why Social Media Continues to Matter <ul><li>more than 4 out of 5 North Americans are active in creating, participating or reading some form of social content at least once a month </li></ul>
  6. 6. Where the Masses Are <ul><li>Social networks and blogs are now the 4th most popular online activity - ahead of personal email </li></ul><ul><li>This week: </li></ul><ul><li>#2 Facebook </li></ul><ul><li>#4 YouTube </li></ul><ul><li>#6 Wikipedia (13 million articles, 200 languages) </li></ul><ul><li>#7 Blogger </li></ul><ul><li>#13 Twitter </li></ul><ul><li>#6394 The Vancouver Sun </li></ul>
  7. 7. Stats …and What They Mean <ul><li>67% of the global online population visit member communities </li></ul><ul><li>More than 120 million users log on to Facebook at least once each day </li></ul><ul><li>45% of Facebook’s audience is now 26 or older </li></ul><ul><li>6 months ending July 4, 2009 Facebook saw 513% growth in 55+ year old users </li></ul><ul><li>There are 112 million blogs, with 120,000 new ones appearing each day </li></ul>
  8. 8. Spotlight on Twitter <ul><li>Twitter’s estimated worth: $1 billion – how much will resources will go to developing Twitter as the leading business communications connection tool? </li></ul><ul><li>Adults ages 35-49 have largest representation on Twitter </li></ul><ul><li>There are more women on Twitter (53%) than men (47%) </li></ul>
  9. 9. Remember #1 - Social Media are TOOLS <ul><li>Communications tools that : </li></ul><ul><li>Listen, hear, monitor </li></ul><ul><li>Share information (not announce) </li></ul><ul><li>Story tell in different ways, at different times, to different groups </li></ul><ul><li>Promote research, knowledge, product, service </li></ul><ul><li>Find and support community (business, media or consumer) </li></ul><ul><li>Participate with peer group </li></ul><ul><li>Organize events, conferences, speeches </li></ul>
  10. 10. Remember #2 - Social Media Comes in Many Forms
  11. 11. Add (publicize) information as it comes
  12. 12. CGC: Consumer-Generated Content
  13. 13. How do I Know my Strategy Isn’t Working? <ul><li>What do you compare it to? </li></ul><ul><li>Traditional PR Metrics don’t apply </li></ul><ul><li>(spending equivalencies: earned media vs. ad equivalency) </li></ul><ul><li>Industry reports few, forget niche verticals Success stories focus on U.S. big brand names </li></ul><ul><li>Success stories defined by sales </li></ul>
  14. 14. Reports and Tips Focus on Marketing Strategies
  15. 15. Focus on PR Goals <ul><li>Forget the textbook definitions </li></ul><ul><li>ROI – Return on Investment </li></ul><ul><li>How can you apply business terms and comparisons to a communications medium that continues to evolve? </li></ul><ul><li>How do you put a value on conversations you can’t control? </li></ul>
  16. 16. Focus on PR Goals <ul><li>What is the value of your Social Media Plan? </li></ul><ul><li>What is the Return on Influence? </li></ul><ul><li>Are they negative or positive? </li></ul><ul><li>Can you afford the Return on Ignoring ? </li></ul><ul><li>What happens – or will happen – if you’re not listening (at all), if you’re not responding, if you’re not participating, joining or creating? </li></ul>
  17. 17. The Signs <ul><li>No news is bad news </li></ul><ul><li>Lack of engagement on (your) social networks </li></ul><ul><li>Inconsistent dialogue across (your) social channels </li></ul>
  18. 18. No News is Bad News <ul><li>Problem </li></ul><ul><li> You’re not hearing anything about your brand </li></ul><ul><li> You can’t find any conversations to join </li></ul><ul><li> No one’s interested in your company </li></ul><ul><li>Solution </li></ul><ul><li> Adjust your monitoring tool(s) beyond ego-surfing </li></ul>
  19. 19. Sophisticated Dashboards…
  20. 20. Look and Listen Everywhere, to Everyone <ul><li>Make a List: </li></ul><ul><li>industry topics </li></ul><ul><li>key phrases </li></ul><ul><li>trends </li></ul><ul><li>issues </li></ul><ul><li>challenges: taxation policy, petitions, </li></ul><ul><li>competing brands, products, methods </li></ul>
  21. 21. Industry Topics
  22. 22. Key Phrases
  23. 23. Find the Loudest Talkers – are they influential in your market?
  24. 24. Read the Comments, Not Just Original Content
  25. 25. Sign: Lack of Engagement on Social Networks <ul><li>Problem </li></ul><ul><li>Fans </li></ul><ul><li>Members </li></ul><ul><li>Friends </li></ul><ul><li>Subscribers </li></ul><ul><li>Followers </li></ul><ul><li>… aren’t increasing </li></ul>
  26. 26. More Problems <ul><li>No Wall posts </li></ul><ul><li>No Comments (on blogs, articles, comments on your comments) </li></ul><ul><li>No links to your social content </li></ul><ul><li>No retweets </li></ul><ul><li>No questions </li></ul><ul><li>No answers </li></ul><ul><li>No views </li></ul>
  27. 27. Solution: Review Your Content <ul><li>Modify your content assets to SUIT the medium </li></ul><ul><li>“ Copy and Pastes” of news releases don’t belong on Facebook Walls .... </li></ul><ul><li>...discussion topics do </li></ul><ul><li>...previews, behind the scenes, insight on industry trends belong in social spaces </li></ul>
  28. 28. Content for Twitter <ul><li>Links to “interesting” articles put Twitter into overcapacity </li></ul><ul><li>Pulled quotes from articles spark conversation </li></ul>
  29. 29. Tweets from PR Agency Partner
  30. 30. Corporate Video...yawnnnnnnnnn
  31. 31. Demo and How to Video = Comments
  32. 32. Sign #3 Inconsistent Dialogue <ul><li>Problem </li></ul><ul><li>Posting information randomly </li></ul><ul><li>Solution </li></ul><ul><li>Develop and follow a social media editorial schedule </li></ul><ul><li>Direct traffic to other social spaces </li></ul><ul><li>Connect the dots, have a flow chart </li></ul>
  33. 33. Give Context to Story, Behind the Scenes
  34. 34. Joining a Conversation
  35. 35. Redirect to More Information
  36. 36. Adjusting Your Social Strategy <ul><li>Who lives in your community? </li></ul><ul><li>Media, Industry Peers, Public, Government, Families? </li></ul><ul><li>Focus on one goal per group: </li></ul><ul><li>Awareness </li></ul><ul><li>Sales </li></ul><ul><li>(Customer) (Self) Service </li></ul><ul><li>Reputation </li></ul>
  37. 37. Communications Flow Chart Non-Profit Organization Academia Government Industry Profs Students Prov. Fed. Intl. Biz Non-Profit
  38. 38. The Social Web Non-Profit Organization Academia Government Industry Profs Students Prov. Fed. Intl. Biz Non-Profit
  39. 39. Choose Tools and Content Per Community <ul><li>Community: Industry Peers & Group Associations Goal : Discuss Challenges during recession </li></ul><ul><li>Tools: Facebook Group (can branch from your company Fan Page) </li></ul><ul><li>Add a new discussion topic weekly, be active, ask questions </li></ul><ul><li>Briefer conversations on Twitter using insider hashtags </li></ul>
  40. 40. Choose Tools and Content Per Community <ul><li>Community: Media Goal: Arrange interviews with Company President during 3-day industry conference exhibition Tools: Twitter & Social Media Press Release </li></ul><ul><li>Using conference hashtag, invite Media to stop by Company Booth for demo </li></ul><ul><li>Using conference hashtag, ask Media to RSVP 15-min interview slot at Booth RSVP interview with #Konductor Prez at #AdobeMax between 9 am – 12 am, we’re at Booth 841 </li></ul><ul><li>Pitch media followers on company at conference, provide link to social media press release </li></ul><ul><li>Social Media Press Release: news bulleted, links to conference video footage uploaded to YouTube Company Channel, product demo, links to blogger coverage, links to conversations </li></ul>
  41. 41. Choose Tools and Content Per Community <ul><li>Community: General Public Goal: Conduct Quick Crowdsourcing Campaign (get feedback on new product/service from the social sphere) Tools: Tweet questions related to feedback </li></ul><ul><li>Tweet Air Canada your feedback on your #flightnumber </li></ul><ul><li>Tweet #Air_Canada your feedback on #flightnumber and get 100 #aeroplan_miles </li></ul>
  42. 42. 5 Steps to Re-Strategizing <ul><li>Listen broadly </li></ul><ul><li>Adapt content to the medium </li></ul><ul><li>Separate communities within your communities </li></ul><ul><li>Set your communication goals per community </li></ul><ul><li>Follow a social editorial schedule – be organized, and consistent </li></ul>
  43. 43. Find us on Facebook <ul><li>Text: </li></ul><ul><li>fan PeakCo </li></ul><ul><li>to: 32665 </li></ul><ul><li>from your </li></ul><ul><li>mobile phone and be added as a fan instantly </li></ul>
  44. 44. Contact Us <ul><li>www.twitter/NatashaNDavies </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>
  45. 45. Read the Wall, Not Just the Numbers
  46. 46. Are You a Social Media Leader, Manager or Follower? <ul><li>Be proactive – be ready to listen and talk back </li></ul><ul><li>Choose an ROI model: Return on Ignoring or Return on Influence </li></ul><ul><li>Build a channel for conversation </li></ul><ul><li>Corporate Web sites are, well, corporate </li></ul><ul><li>Social media allows for direct conversation to your community B2P (public), B2B (business), B2C (consumer) B2M (media) </li></ul><ul><li>Reduces need for the “middle man” (the media) </li></ul><ul><li>Build your foundation today … for tomorrow </li></ul>
  47. 47. Twitter Traffic