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From Social to Networked: How to Optimize Social Media for Greater Impact

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Cameron Kruger
Cameron Kruger
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From Social to Networked
Pre-Reflection
MEME 1.) The spread of culture from person to person. (Dawkins)
MEME 2.) A picture, probably of a cat, with a caption on it. (Internet)
WAIT… WHO ARE YOU?
Innovative communication strategies for greater social impact.
WHAT IS SOCIAL MEDIA?
THE REVOLUTION http://www.youtube.com/watch?v=0eUeL3n7fDs
IT’S WATCHING A VIDEO ON YOUTUBE, LEAVING FACEBOOK MESSAGES, HAVING A GOOGLE+ HANGOUT, TWEETING YOUR THOUGHTS, REVIEWING A RESTAURANT ON YELP, DOING BUSINESS ON LINKEDIN, SNAPPING PHOTOS WITH INSTAGRAM, CURATING NEWS ON REDDIT, FINDING NEW MUSIC ON PANDORA, BECOMING THE MAYOR OF STARBUCKS ON FOURSQUARE, READING TUMBLR POSTS
SOCIAL NETWORKING Tools for connecting people.
SOCIAL NETWORKING FACEBOOK LINKEDIN 845 million 135 million TWITTER GOOGLE+ 462 million 90 million
DIGITAL MEDIA Tools for creating content.
DIGITAL MEDIA YOUTUBE FLICKR 4 billion 50 million (views per day) (active users) TUMBLR INSTAGRAM 120 million 1.5 million (active users) (photos submitted daily)
LIFESTYLE MEDIA Tools for augmenting life.
LIFESTYLE MEDIA PANDORA FOURSQUARE 125 million 15 million YELP PINTEREST 22 million 10 million
MEDIA CURATION Tools for organizing information.
MEDIA CURATION GOOGLE STUMBLEUPON` 300 million 20 million REDDIT DIGG 28 million 17 million
WHAT IS SOCIAL MEDIA USED FOR?
What is Social Media Used For?
78% of internet users conduct product research online. SOURCE: Pew Internet & American Life Project, 2010
WHO USES SOCIAL MEDIA?
IS ANYBODY OUT THERE?
RESEARCH Alert Search Track
MEASURE Influence Sentiment Volume
EVALUATE What is the standard? What is being said? Who is connected? How? Who are they connected to?
HOW DO WE KEEP UP?
It Takes Time 5 hours/week to start listening 10 hours/week to participate 15 hours/week to create buzz 20 hours/week to build community 3-6 months until you see results
It Takes Resources Creation Graphic Design Upkeep Website Design Blog Posts Press Releases Good Copy Buzz Monitoring Engagement Crisis Response Photography Critical Response Reposts Staff Management Research Community Management
STEP 1 SET GOALS
Goals should be S.M.A.R.T. Specific Measurable Achievable Realistic Timely
Goals should relate back to your purpose. Mission Vision Strategic Plan Tech Plan
Goals should relate to time. Short-term Mid-term Long-term Vision
Outcome examples… Increase traffic from Facebook to our website by 5% in 3 months.
Outcome examples… Increase sales 20% over last year by November 20th.
Outcome examples… Have Mother’s Day 5K reposted/retweeted by 6 key social connectors before event.
STEP 2 IDENTIFY AN AUDIENCE
Identify an Audience
Identify an Audience Clients
Identify an Audience Clients Donors
Identify an Audience Clients Donors Volunteers
Identify an Audience Clients Donors Volunteers Influencers
Identify an Audience Customers Investors Employees Influencers
STEP 3 SELECT A TOOL
Select a Tool
Select a Tool Does it meet the goal? What do you want? How much time? How much money?
STEP 4 IMPLEMENT A STRATEGY
Develop Capabilities Identify internal champions Train and support implementers Stay knowledgeable
Define Activities Identify resources required Define phases and timeline Establish responsibilities
Engage in Conversation Select the mediums for interaction Provide relevant content Engage the influencers New Media Worksheet at Aids.gov http://blog.aids.gov/downloads/new-media-strategy-map.pdf
Implementer Innovator Decision-makers And Policies How do we get people there? How many posts per day? What info do they want? Do we use events, causes, …? Outcomes Who in our network is influential? Objectives
Start Conversations Publish content Engage Influencers Scratch Backs Call to Action
Make it Easy to Share
STEP 5 EVALUATE THE IMPACT
$
Quality Frequency Likes Reposts Retweets Followers References
Subscribers Linkbacks Shares Frequency and Quality
73
What’s Next There’s an App for That.
What’s Next Play.
What’s Next Earn Your Badges.
Cameron Kruger cckruger@horizonnps.com (218) 461-9799 www.horizonnps.com

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