Building a Solid SocialMedia Strategy      ͻ Caroline Devereaux,                     AIABaltimore                    ͻ Kat...
Why create asocial media strategy?
Without clear direction, social media   can pull you in many different             directions.
Clear goals and objectives can help your             chapter avoid             • Wasted time            • Wasted effort   ...
How do we decide what channels to use, orwhat people to engage, andwhat conversations to join?
social media strategy
Like all conversations, the key toeffective socialmedia use beginsand ends withlistening.
From . . .             To . . .                        Back to . . .
Listen to yourself
What channels do you currently use?
What tone do these channels convey?Who is your intended target audience?Do these channels reach your targeted             ...
More important, Where do these channels fall short?   Are there people you should be        targeting but aren’t?
Who are you trying   to reach?                     Social Technographics Ladder,TM                     Forrester Research ...
Asking questions• Reminds you who you are andwho you want to be• Shows how social media cancomplement your overall mission
Listen to others
Start listening to•Mentions of your chapter name•Popular architectural sites•Blog comments•Other AIA chapters•Affiliate gr...
Free Listening Tools   Paid Listening ToolsGoogle Alerts          Radian6Pipes                  ScoutLabs (Lithium)Social ...
You’ll discover•Better understanding of yourchapter’s online presence•Online communities to join•Targeted members to engag...
Question 1:   What do you want to achieve?
Do you want to•Build better relationships?•Raise awareness?•Increase website traffic?•Increase membership?
Not•“Because every AIA chapter is”•“We need a Facebook page”•“It’s cheap”
Can you distill your social media           down to      one sentence?
“Putting people before products.”
“Humanize the Ford brand andput consumers in touch with Fordemployees.”
“Instill trust in the brand and highlightthat the people behind the brand areparents too.”
“To make people happy.”
“Enhancing its service to members and heightening its visibility and      impact in the region.”
“Connecting member and industry  voices to inform, engage, and            influence.”
“Engage with our members and  create real relationships in       a virtual world.”
That’s your message.Have all your social media reflect it.
Question 2:    What will success look like?
What can be measured?Blog posts          LinksReader comments     Inbound trafficTwitter mentions    ClickthroughsTwitter ...
Who’s Talking About It?
User Demographics
Question 3:    Who will be responsible for        reaching your goals?
Social media will never be a real partof your organization until it’sincluded in job descriptions andexpectations.
But . . .
Ooops happen . . .
Question 4:  What’s in it for your members?
Provide your members with•Insight•Sneak peeks•Discounts•Support•A good laugh
Question 5:   Where do you go from here?
Key Principles•Be transparent•Be conversational•Build trust•Don’t ignore negativity
Questions for the presenters?Caroline Devereauxcdevereaux@aiabalt.com | 410.625.2585Katie Hitt, Assoc. AIAkhitt@aiadallas....
Building a Solid Social Media Strategy
Building a Solid Social Media Strategy
Building a Solid Social Media Strategy
Building a Solid Social Media Strategy
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Building a Solid Social Media Strategy

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Every social media marketing tool, whether it’s a blog, Facebook, Twitter, Google+, Foursquare, or other social networking site, is simply a communication tool. These tools, when wielded skillfully, can create communications “magic.” Yet without direction, focus, and an underlying strategy, they are at best distractions from the business at hand and, at worst, an addictive time suck. Here are five strategic questions to enhance your social media strategy.

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  • Will add info about tools changing, not your social media message. Stay ahead of the curve.
  • Building a Solid Social Media Strategy

    1. 1. Building a Solid SocialMedia Strategy ͻ Caroline Devereaux, AIABaltimore ͻ Katie Hitt, Assoc. AIA, AIA Dallas ͻ Sybil Walker Barnes, AIA National
    2. 2. Why create asocial media strategy?
    3. 3. Without clear direction, social media can pull you in many different directions.
    4. 4. Clear goals and objectives can help your chapter avoid • Wasted time • Wasted effort • Social media fatigue • Missed opportunities
    5. 5. How do we decide what channels to use, orwhat people to engage, andwhat conversations to join?
    6. 6. social media strategy
    7. 7. Like all conversations, the key toeffective socialmedia use beginsand ends withlistening.
    8. 8. From . . . To . . . Back to . . .
    9. 9. Listen to yourself
    10. 10. What channels do you currently use?
    11. 11. What tone do these channels convey?Who is your intended target audience?Do these channels reach your targeted audience?
    12. 12. More important, Where do these channels fall short? Are there people you should be targeting but aren’t?
    13. 13. Who are you trying to reach? Social Technographics Ladder,TM Forrester Research Group, 2009
    14. 14. Asking questions• Reminds you who you are andwho you want to be• Shows how social media cancomplement your overall mission
    15. 15. Listen to others
    16. 16. Start listening to•Mentions of your chapter name•Popular architectural sites•Blog comments•Other AIA chapters•Affiliate groups
    17. 17. Free Listening Tools Paid Listening ToolsGoogle Alerts Radian6Pipes ScoutLabs (Lithium)Social Mention Sprout SocialTwilert uberVUHootsuite Hootsuite
    18. 18. You’ll discover•Better understanding of yourchapter’s online presence•Online communities to join•Targeted members to engage•Values you should promote•Attitudes you should change
    19. 19. Question 1: What do you want to achieve?
    20. 20. Do you want to•Build better relationships?•Raise awareness?•Increase website traffic?•Increase membership?
    21. 21. Not•“Because every AIA chapter is”•“We need a Facebook page”•“It’s cheap”
    22. 22. Can you distill your social media down to one sentence?
    23. 23. “Putting people before products.”
    24. 24. “Humanize the Ford brand andput consumers in touch with Fordemployees.”
    25. 25. “Instill trust in the brand and highlightthat the people behind the brand areparents too.”
    26. 26. “To make people happy.”
    27. 27. “Enhancing its service to members and heightening its visibility and impact in the region.”
    28. 28. “Connecting member and industry voices to inform, engage, and influence.”
    29. 29. “Engage with our members and create real relationships in a virtual world.”
    30. 30. That’s your message.Have all your social media reflect it.
    31. 31. Question 2: What will success look like?
    32. 32. What can be measured?Blog posts LinksReader comments Inbound trafficTwitter mentions ClickthroughsTwitter followers Video viewsRetweets App downloadsFacebook friends Search resultsFacebook likes RSS subscriptions
    33. 33. Who’s Talking About It?
    34. 34. User Demographics
    35. 35. Question 3: Who will be responsible for reaching your goals?
    36. 36. Social media will never be a real partof your organization until it’sincluded in job descriptions andexpectations.
    37. 37. But . . .
    38. 38. Ooops happen . . .
    39. 39. Question 4: What’s in it for your members?
    40. 40. Provide your members with•Insight•Sneak peeks•Discounts•Support•A good laugh
    41. 41. Question 5: Where do you go from here?
    42. 42. Key Principles•Be transparent•Be conversational•Build trust•Don’t ignore negativity
    43. 43. Questions for the presenters?Caroline Devereauxcdevereaux@aiabalt.com | 410.625.2585Katie Hitt, Assoc. AIAkhitt@aiadallas.org | 214.880.1506Sybil Walker Barnessbarnes@aia.org | 202.626.7331

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