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Strategic Social Media


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Strategic Social Media

  1. 1. Strategic Social Media Rebecca Krause-Hardie Partner, AudienceWorks
  2. 2. We are going to talk about… <ul><li>Relationships </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Delivering Results </li></ul><ul><li>Our Favorites </li></ul><ul><li>Your Ideas & Experiences </li></ul>
  3. 3. The Opportunity
  4. 4. Social Networking Defined <ul><li>A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software. </li></ul>
  5. 5. It’s all about Relationships
  6. 6. Why personal relationships? <ul><li>Close rate on personal referrals 75% </li></ul><ul><li>Close rate on direct mail 2% </li></ul><ul><li>Value of those relationships </li></ul><ul><li>Power both positive and negative </li></ul>
  7. 7. Personal Relationships are, well, personal Flickr attribution Amit Gupta
  8. 8. Trusting Flickr attribution opxphile
  9. 9. Sharing Flickr attribution Andy Woo
  10. 10. Responsive Flickr attribution ClickFlashPhotos
  11. 11. Valuing Flickr attribution avriette
  12. 12. Giving away control Flickr attribution kitchenkam
  13. 13. Being Real
  14. 14. Sharing Flickr attribution goldberg
  15. 15. Creating a Social Media Strategy
  16. 16. Use Social Media to…  Build deeper connections with your patrons  Increase patron satisfaction  Attract new audiences  Tell your story  ???
  17. 17. Social Media Strategy <ul><ul><li>Internal Readiness </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Planning </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Leaping In </li></ul></ul><ul><ul><li>Measuring and Evaluation </li></ul></ul>
  18. 18. Delivering Results <ul><li> Integrate with organizational strategy </li></ul><ul><li> Define success metrics at the on-set </li></ul><ul><li> Invest in web analytics </li></ul>
  19. 19. What is “Web Analytics”?
  20. 20. Web Analytics Is… <ul><li>An attempt to quantify what happens on </li></ul><ul><li>your website… </li></ul>
  21. 21. Web Analytics Is… <ul><li>A way to improve marketing management </li></ul><ul><ul><li>You can’t manage what you can’t measure </li></ul></ul><ul><ul><li>Determine what works and what doesn’t </li></ul></ul>
  22. 22. What’s the point?
  23. 23. Bad Reasons for Analytics <ul><ul><li>“We need web stats!” </li></ul></ul><ul><ul><li>“How many hits did we get last month?” </li></ul></ul><ul><ul><li>“There are lots of reports and pretty graphs… it even has an Excel integration wizard…” </li></ul></ul>
  24. 24. Good Reasons for Analytics <ul><ul><li>“We need to improve marketing effectiveness!” </li></ul></ul><ul><ul><li>“Online sales seem to be lagging – we need to determine why” </li></ul></ul><ul><ul><li>“I don’t know which marketing channel is most valuable” </li></ul></ul><ul><ul><li>“What kind of content helps drive more sales?” </li></ul></ul>
  25. 25. What’s the Point? <ul><li>You can’t manage what you can’t measure </li></ul><ul><li>Web Analytics is about behavior not numbers </li></ul><ul><li>Track what impacts your business </li></ul><ul><ul><li>“Hits” are not the same as people </li></ul></ul><ul><ul><li>“Hit reports” are often over inflated by 2x – 3x </li></ul></ul><ul><ul><li>Conversion rate, content value, traffic source matter </li></ul></ul>
  26. 26. Implementing Web Analytics <ul><li>1. Develop your strategy </li></ul><ul><li>2. Cultivate an analytical culture </li></ul>
  27. 27. Social Media Strategy <ul><ul><li>Internal Readiness </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Planning </li></ul></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Leaping In </li></ul></ul><ul><ul><li>Measuring and Evaluation </li></ul></ul>
  28. 28. Planning <ul><ul><li>Goals and Results </li></ul></ul><ul><ul><li>Target Audience </li></ul></ul><ul><ul><li>Context </li></ul></ul><ul><ul><li>Input and buy-in from key team members </li></ul></ul><ul><ul><li>Integration with overall plans </li></ul></ul><ul><ul><li>Training </li></ul></ul>
  29. 29. Quality of Engagement <ul><ul><li>Listening </li></ul></ul><ul><ul><li>Joining the Conversation </li></ul></ul><ul><ul><li>Go where your audience (s) is (are) </li></ul></ul><ul><ul><li>Tie in to your mission </li></ul></ul><ul><ul><li>Collaborate </li></ul></ul>
  30. 30. Quality of Engagement <ul><ul><li>Trust </li></ul></ul><ul><ul><li>Give Up Control </li></ul></ul><ul><ul><li>Open </li></ul></ul><ul><ul><li>Be Personal </li></ul></ul><ul><ul><li>Just Do It </li></ul></ul>
  31. 31. Listening <ul><li>Setting up feeds with Google reader </li></ul><ul><li>Google alerts </li></ul><ul><li>Technorati searches </li></ul>
  32. 32. Join The Conversation <ul><li>Who is talking about you already </li></ul><ul><li>Who is talking about related topics </li></ul><ul><li>IMA - blog roll </li></ul>Flickr attribution b d solis
  33. 34. Go Where Your Audience Is:
  34. 35. Go Where Your Audience Is:
  35. 36. Go Where Your Audience Is:
  36. 37. Tie in to your Mission
  37. 38. Tie in to your Mission
  38. 39. Collaborate
  39. 40. Trust and Giving Up Control
  40. 41. Trust and Giving Up Control
  41. 42. Trust and Giving Up Control
  42. 43. Trust and Giving Up Control
  43. 44. Trust and Giving Up Control
  44. 45. Trust and Giving Up Control
  45. 46. Trust and Giving Up Control
  46. 47. Match project with the right place
  47. 48. Match project with the right place
  48. 49. Match project with the right place
  49. 50. Match project with the right place
  50. 51. Be Personal
  51. 52. Just Do It (Take Risks) Flickr attribution b d solis
  52. 53. Just Do It
  53. 54. Just Do It (Take Risks)
  54. 55. Lessons Learned  Must tie to organizational strategy  Invite conversation  Invite collaboration  Don’t underestimate the cost.  Dive in. Start small.  Don’t neglect your core audience.  There is no such thing as done.  Ask forgiveness, not permission.
  55. 56. share the love
  56. 57. Sharing ideas & experiences
  57. 58. Thank You! <ul><li>Rebecca Krause-Hardie </li></ul><ul><li>Partner </li></ul><ul><li>AudienceWorks </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>