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Building an Effective OnlineCommunity StrategyAndré Natta, Principal, Urban Conversations
Checking in
Checking in
Checking in
Objectives●    Know how to determine which social media    tools are right for the organization●    Identify four tips for...
Determine your purpose        Why?
Why NOT to be using it• Its free and easy• Everybody else is doing it• Its the best way to reach the “young” people
Why SHOULD you be using it• Complimenting work plan objectives   –   if its not considered part of it, it should be• Tools...
Determine your purpose
Determining outlets                 ?
Determining outlets      Photo courtesy @douglaswray
Building audience• Ask for the information  – Twitter name  – Personal and business profiles  – Worst case, they wont prov...
Building audience• Listen... a lot.   – Create lists in Twitter   – Subscribe to people on Facebook (if possible)   – Plac...
Four tips• Be a resource• Engage• Moderate• Measure/Track
Be a resource• Provide information about upcoming events   –   Your own events, merchant sales, events from       relevant...
Engage your community• Ask questions   –   Surveys   –   Open ended posts/Photo captions• Check in on them every once in a...
Engage your community
Moderation• Establish terms of use  – What will and will not be allowed  – Its their conversation, but its your organizati...
Measuring/Tracking
Measuring/Tracking
Measuring/tracking• Account management tools  – Tweetdeck  – Hootsuite  – Seesmic• Additional tracking options   –   Googl...
The new stuff• Pinterest  – Flash ≠ Pinterest-friendly  – Make sure youre allowed the share the images that    you choose ...
Other things• Twitter backgrounds  – Helpful branding tool  – Background measurements - http://bit.ly/HcW4S4• Facebook Fan...
Other things
?
Thanks! Twitter - @acnatta *Warning – I am a baseball fan & Im active on Wednesday nights
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Building an Effective Online Communications Strategy

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Suggestions on how to approach establishing a more robust online connections strategy - as presented at the 2012 National Trust Main Streets Conference in Baltimore, MD.

Published in: Technology, Business
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Building an Effective Online Communications Strategy

  1. 1. Building an Effective OnlineCommunity StrategyAndré Natta, Principal, Urban Conversations
  2. 2. Checking in
  3. 3. Checking in
  4. 4. Checking in
  5. 5. Objectives● Know how to determine which social media tools are right for the organization● Identify four tips for effective online community engagement● Identify examples of sustainable online community engagement● Have a better understanding of what tools are useful for accomplishing goals
  6. 6. Determine your purpose Why?
  7. 7. Why NOT to be using it• Its free and easy• Everybody else is doing it• Its the best way to reach the “young” people
  8. 8. Why SHOULD you be using it• Complimenting work plan objectives – if its not considered part of it, it should be• Tools (& people) are in place to manage a strategy effectively• You are willing to be where they are online
  9. 9. Determine your purpose
  10. 10. Determining outlets ?
  11. 11. Determining outlets Photo courtesy @douglaswray
  12. 12. Building audience• Ask for the information – Twitter name – Personal and business profiles – Worst case, they wont provide it to you• Promote social media channels in print• Think about how you post (cross-posting)
  13. 13. Building audience• Listen... a lot. – Create lists in Twitter – Subscribe to people on Facebook (if possible) – Place people in circles in Google+ – Set up a Google Alert• Search for them – Built in function on sites – Tools like Contax.io
  14. 14. Four tips• Be a resource• Engage• Moderate• Measure/Track
  15. 15. Be a resource• Provide information about upcoming events – Your own events, merchant sales, events from relevant organizations• Answer questions – Encourage adoption of district “hashtag”• Determine where you want them to go – Preferably your website or newsletter sign-up page
  16. 16. Engage your community• Ask questions – Surveys – Open ended posts/Photo captions• Check in on them every once in a while• Find a few conversations – district merchants and fans/followers
  17. 17. Engage your community
  18. 18. Moderation• Establish terms of use – What will and will not be allowed – Its their conversation, but its your organizations space – Helps them feel more comfortable sharing how they feel constructively• Social media policy – Allows everyone managing the accounts to be on the same page RE: approach
  19. 19. Measuring/Tracking
  20. 20. Measuring/Tracking
  21. 21. Measuring/tracking• Account management tools – Tweetdeck – Hootsuite – Seesmic• Additional tracking options – Google Alerts / Bing searches – Bit.ly
  22. 22. The new stuff• Pinterest – Flash ≠ Pinterest-friendly – Make sure youre allowed the share the images that you choose to on the site• Google+ – Its getting used a lot more than people realize – Nice tool for digital “town halls” and educational opportunities
  23. 23. Other things• Twitter backgrounds – Helpful branding tool – Background measurements - http://bit.ly/HcW4S4• Facebook Fan Page changes – Initial reports suggest more engagement thanks to introduction of Timeline (still too soon though) – Use images to help promote events
  24. 24. Other things
  25. 25. ?
  26. 26. Thanks! Twitter - @acnatta *Warning – I am a baseball fan & Im active on Wednesday nights

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