Social Media Strategies - A Workshop

1. Marketing Excellence Series Social Media Strategies @ShaunHolloway JoAnna Williamson

2. Session Outcome Commit to engaging your audiences and building loyalty through social media to more effectively achieve your marketing goals

3. What would you like to accomplish? Session Outcome

4. U.S.E. Social Media with your target communities and sustain selected accounts the underlying strategyU S E

5. Where are you in your knowledge and use of social media No Working Knowledge Enough Knowledge to be Dangerous Expert Knowledge Social Media Continuum

6. London Olympics Video by Associated Press https://www.youtube.com/watch?v=kGtcNXu-VQU

7. Definition of Social Media “Social media is an ever-growing and evolving collection of online tools and toys, platforms and applications that enable all of us to interact with and share information.” Ann Handley

8. IBM Study of Chief Marketing Officers The Center for Global Brand Leadership, Columbia Business School https://brandleadership.wordpress.com/2014/04/28/cmo-insights-from-ibms-global-c-suite-study/

9. U.S.E. Social Media Understand the underlying strategyU

10. Your Plan

11. Digital Transformation Previous Era New Era Targets end-users Community of end-users Monologue Communication Dialogue-based Communication Awareness Priority Engagement Upgrade Push Strategy Pull Strategy Protected Communication Transparent Communication Created by Organizations Co-created with end-users Brand Management Focus Brand Stewardship Focus

12. Traditional Marketing Mix Product Advertising Direct Marketing Web Marketing Social Media Marketing Personal Selling Public Relations Email Marketing Promotion Price Place

13. SWOT Analysis Strengths Weaknesses Opportunities Threats

14. SMART Objectives NOT SMART • I’ll get the order • I’ll sell the max • I’ll let production worry • Low-balling never hurts • Whenever is great!

15. SMART Objectives NOT SMART • I’ll get the order • I’ll sell the max • I’ll let production worry • Low-balling never hurts • Whenever is great! SMART • S: Increase last year’s order by 5% • M: 100 additional units • A: It falls within capacity • R: A difficult sell, but possible • T: At this call

16. Define Your Objective(s) Open Discussion

17. 5-Second Memory Test it’s all the time we have Remember as many letters as you can

18. JFKN AS ANAT OUP SFBI

19. Now Try Again… Next slide please

20. JFK NASA NATO UPS FBI

21. This is Our Reality.

22. Define the Target Audience Open Discussion

23. Choose Communication Channels Newsletters Email Campaigns Facebook pages Blog posts/ Twitter LinkedIn Groups Media Websites Print Collateral News/media release Website/ Feeds Information Technology Strategy creates and supports channels Content Customize or repurpose message for delivery in specific channel(s) Identify audiences appropriate for content Monitor audience reaction and participation Evaluation Communications and Marketing Strategy determines approach Purpose/Goal Audience Timing/Frequency Appropriateness Response Voice Personality Consistency Brand Development framework Tool integration Guides usage Innovation

24. Organization Strategy Marketing Strategy Social Media Photo and Video Email Content IT Strategy System Web Portal Channel Relationship of Strategies

25. Your Approach

26. The Power of Words by Andrea Gardner https://www.youtube.com/watch?v=Hzgzim5m7oU

27. Central Website and Community Video Photos Blogs Audio Social Networks YouTube Vimeo Veoh Flickr Instagram Photobucket Pinterest Interest DailyMotion Facebook LinkedIn Forums Microblogs Interest General Utterly Blubrry Interest General Sites Company Individual Institution Organic Social Media Marketing Basic Model Feeds / Widgets BookmarkingEmail / Print Interest General

28. Find the Spot Channel AudienceContent “Sweet” Spot

29. Social Media Tiers Website, Facebook, LinkedIn, Blogs Twitter, YouTube, Instagram RSS Feeds Apps Flickr, Tumblr Widgets Tier 1 Tier 2 Tier 3

30. Lost Generation by Jonathan Reed https://www.youtube.com/watch?v=42E2fAWM6rA

31. Know the game Paid TV Print Radio Events Display SEM/Online Owned Storefront Website Direct Mail/Email Social / Mobile Media Earned Word-of-Mouth Press Referrals On-site Comments Shares, Likes, RT’s Check-ins Ratings/reviews Mentions Shifted Components of the Marketing Strategy

32. Content Aggregation

33. U.S.E. Social Media and sustain selected accountsS

34. Interactive LUNCH Open Discussion

35. HOW DO YOU… Know which tool(s) to use?

36. CONSIDER TEN SOCIAL MEDIA TOOLS WORTH IT (green) HELPFUL (yellow) WASTE (red) Social Media Landscape

37. Target Audience Communication Brand Awareness Referral Traffic Personal vs. Professional Twitter There are a number of tools to help track mentions and sentiment. Reach is broad once established Allows opportunity to engage and spread news virally. Excellent for branding and public relations management The potential is large, but over- promotion and too frequent posts can turn off followers. Find a solid balance Strong in both areas where messaging, sharing, and follower/following is a measure of influence. Facebook Great for engaging people, sharing options, and participation. Use the platform to organically grow followers and/or utilize ads to grow the follower base. Do not forget to keep content interesting Excellent way to share content from the website and drive traffic. The use of share buttons continues to increase cross- shares While primarily viewed as a personal social tool, the network is utilized to promote professional accomplishments via brand pages. Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com Social Media Landscape

38. Target Audience Communication Brand Awareness Referral Traffic Personal vs. Professional LinkedIn Engagement is possible through groups, but moderation is needed to keep them clean. Group performance and frequency vary Effective for personal branding as well as an organization with brand pages Majority of users tend not to click- through; however, what traffic comes tends to be from relevant readers from the target audience Very strong and focused on the professional network and interests, while allowing integration with other content tools YouTube Powerful channel for quickly engaging the audience and feeding content to many vehicles Excellent tool once a catalog of video is created that collectively represents the brand and relates to the target audience Traffic primarily goes to the video, and links can be added to the description; however, embedded videos into a website help both ways Can be used for both areas; however, focus and big picture purpose is needed, not to mention some skill. Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com Social Media Landscape

39. Target Audience Communication Brand Awareness Referral Traffic Personal vs. Professional Flickr Properly tagged photosets and photos help communicate activity and showcase the message Participation is possible but not likely, but embedded photo slideshows help significantly Even with many views, the click- through rates to the website remain low Photo sharing is fragmented among tools and networks, but it can work well for both areas for branding and sharing. Reddit When evaluating “sub-reddits,” the feedback is valuable, but reach can vary based on relevance There is little branding opportunity, as most stories are from major news sites. Images attribution is limited If Reddit likes the brand, then traffic is good. There is balance on trying too much and not enough Difficult to establish a connected reputation in both areas and primarily caters to niche audiences. Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com Social Media Landscape

40. Target Audience Communication Brand Awareness Referral Traffic Personal vs. Professional Pinterest Not a great platform for engaging customers due to the nature of the collections and functions Following and sharing pins can help spread the brand’s impact and encourages others to do the same Traffic generation is big, but only the website needs pinnable images Primarily a personal photo and Internet sharing service, professionals in certain industries can succeed. Slideshare Great for organizations that utilize slide decks. Embedded presentations into website helps promotion Many ways to leverage and increase exposure. Strategically utilize the Slideshare URL to encourage traffic Very similar to YouTube in that traffic tends to stay within the network. Embedding slideshows and feeds helps As a LinkedIn company, sharing content is mainly professional with good personal site integration methods. Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com Social Media Landscape

41. Target Audience Communication Brand Awareness Referral Traffic Personal vs. Professional Google+ Communication and engagement possibilities are rare, and user participation is relatively low Majority of brand searches appear in Google search results and +1’s rank highly Content can be heavily shared and influence how the content ranks. Using the +1 button helps The search ranking alone makes this a must-have network; however, it’s a mix for both areas trying to carve out its fit. Instagram Communication exists within the site for engagement but relatively self- contained Excellent way to show images of offerings and promote campaigns. API can push photos to sites Very difficult. Only the creative and the super curious can accomplish Sharing photos and short videos is currently a personal endeavor but professionals in the right niche may find a way. Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com Social Media Landscape

42. Blind Communication

43. Pyramidal Approach Based on level of risk required and the ability to sustain a more complex tool Enter photo-sharing communities Enter video-sharing communities Establish blogs and micro-blogs Sustain social networks Utilize audio Active Participation

44. Monitoring Content Pipeline Preparation Social Success Formula = Sustainability + +

45. U.S.E. Social Media with your target communitiesE

46. Radical Trust is Necessary How can you trust other people?

47. Moral code is in the majority Safety is in the community Environment is well-constructed Assumes equal and abundant resources Don’t be Afraid of the < 1%

48. Are You Ready? 1. What is the purpose / mission? 2. Who is going to be the champion? 3. Who is the target audience? 4. How is it going to be sustained? 5. How does it fit strategically?

49. Optimization Social Media Optimization Search Engine Marketing Search Engine Optimization

50. Your Follow-through

51. 8-ball Developer Problem ONE ball is heavier than the rest. How many weighings will it take to find it.

52. 8-ball Developer Problem Most common answer = THREE weighings Divide and conquer approach.

53. 8-ball Developer Problem Best answer = TWO weighings Inference approach.

54. Engaging Employees Open Discussion

55. Response Protocol •Need to have a plan should the “less than 1% percent” happen •Part of your social media strategy and communications toolkit • @webpronews featured my social media response design in their "A Collection of Social Media Flowcharts" article on July 22, 2011, http://slidesha.re/n0rzEA

56. Social Media Comment and Response Protocol YES NOYES NO NO “Web Rage” Is the posting a rant, rage, joke, or ridicule in nature? NO “Misguided” Are there erroneous facts or statements in the posting? NO NO YES Monitor Only Avoid responding to specific post and people; monitor the site for relevant information and comments. YES YES Fix the Facts Respond with factual information directly in the comment space. (See the five possible responses below.) Share Success Proactively share the story and/or additional information. Restoration Rectify the situation, respond and act upon a reasonable solution. (See the five possible responses below.) Let Post Stand No response given. NO Transparency Disclose information and any affiliation to Organization Sourcing Provide citations, links, etc to credible sources for accuracy Timeliness Take time to create good responses from a good point of view Tone Respond in a tone that reflects on the high standards/quality Influence Focus on the most influential sites related to the industry YESYES Response Options & Combinations YES NO Evaluate Concurrence A factual and well cited response or opinion, which may or may not agree, yet the post is not negative. Organization can concur with the post, let it stand, or provide a positive review. Does Organization respond? Comment or Posting On organization own website/network or a post on another site. Is it a positive posting? Final Evaluation Base response on present circumstances, site influence, and stakeholder prominence. Will Organization respond? “Unhappy Stakeholder” Is the posting a result of a negative experience? “Trolls” Is this a site dedicated to degrading or ridiculing others?

57. Social Media Policy Open Discussion

58. Lessons from a Dancing Guy by Derek Sivers https://www.youtube.com/watch?v=fW8amMCVAJQ

59. Value of a Follower What is one worth? How do you know? $$$?

60. What do you know?

61. #Octothorpe by Vlog Brothers https://www.youtube.com/watch?v=HEVOM0VycMI

62. Social Media Dashboard Courtesy of Josh Fitzwater, Former Director of Social Media, Kenyon College

63. Data Monitoring Tools •Server logs and Webalyzer •Google Analytics and Webmaster Tools •YouTube, Twitter, and Facebook Insights •URL shortener stats • Bitly.com, ow.ly, goo.gl, is.gd

64. Choose Wisely. What social tools are good for what type of need, event, or activity? Open Discussion

65. Marketing Excellence Series Social Media Strategies @ShaunHolloway JoAnna Williamson

Social Media Strategies - A Workshop

Shaun Holloway, MBA

Social Media Strategies - A Workshop