Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Successful Foundations of a Social Media Approach


Published on

This presentation explains the foundational approaches to approaching social media, while providing an understanding of social media tool hierarchies and what it takes to sustain and measure results.

Published in: Technology, Business
  • Be the first to comment

Successful Foundations of a Social Media Approach

  1. 1. Successful Foundations of a Social Media Approach<br />NASLEF Conference 2011<br />National Association of State and Local Equity Funds<br />@shaunholloway<br />Director of Web Marketing and Development<br />September 22, 2011Columbus, Ohio<br />
  2. 2. Overview<br />Why? How does this fit?<br />Social Media and the Tool Hierarchy<br />Approach to Social Media <br />Cost and Forward Momentum<br />Know the landscape.<br />
  3. 3. Definition of Social Media<br />There are a lot of definitions… really.<br />“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. Increasingly, it’s both the connective tissue and neural net of the Web.” ~ Ann Handley<br />One that agrees with my mantras…<br />Why?... Why bother? <br />Grassroots efforts are often needed.<br />
  4. 4. How Does It Fit? Find out.<br />Interface<br />Usability<br />Navigation<br />Sitemap<br />Web Strategy Model<br />Holloway, 2008<br />Design<br />Audience<br />Content<br />Attract<br />Retain<br />Resource<br />Full Presentation:<br /><br />System<br />Social<br />Serve<br />Integration<br />Server architecture<br />Database design<br />Admin tools<br />New media<br />Visibility<br />Connection<br />Application<br />EngageSales Orientation<br />InformAdvertising Orientation<br />Be the lawnmower. <br />Channel<br />
  5. 5. What Does Social Media Do?<br />Connect, inform, engage, advocate,<br />exchange, consume, produce<br />Increase “findability” and revenue, indirectly<br />Enhance the user experience and content delivery – these are only tools<br />Save time, money, and system stress<br />The seeds need planted. <br />
  6. 6. What Does Social Media NOT Do?<br />Perform miracles, i.e. save a company<br />Function as a stand-alone marketing effort<br />Live the same forever<br />CAUTION: “Social Media Implosion” Ahead!<br />(to avoid = have a strategy and approach to sustain)<br />Is it time to reseed? <br />
  7. 7. Social Media Tool Hierarchy<br />Tier<br />3<br />Tier<br />2<br />Tier<br />1<br />May need to call in the pros. <br />
  8. 8. Find the “Sweet Spot”<br />Take your time<br />Sweet<br />Spot<br />Be selective<br />Shade or sunlight? <br />
  9. 9. Approach to Social Media<br />Progress Milestones<br />Active Participation<br />Utilize audio<br />Time<br />Sustain social network presence<br />Establish blogs and micro-blogs<br />Enter video-sharing communities<br />Enter photo-sharing communities<br />Presented based on level of risk required, continued involvement, <br />and the need to develop a tool so it can help sustain a more complex tool.<br />Keep mowing.<br />Holloway, 2008<br />
  10. 10. Are You Ready? = 5 Questions<br />1) What is the purpose / mission? <br />2) Who is going to be the champion? <br />3) Who is the target audience? <br />4) How is it going to be sustained? <br />5) How does it fit with marketing strategy? <br />Know your fertilizers.<br />
  11. 11. Comment & Response Protocol<br />Need to have a plan - should the “less than 1% percent” happen<br />Part of your social media strategy and <br />communications toolkit<br />@webpronews featured my social media response design in their "A Collection of Social Media Flowcharts" article on July 22, 2011,<br />Weeds happen. Deal with it. <br />
  12. 12. Cost and Forward Momentum<br />A person’s time, expertise, knowledge<br />Find someone who “gets it” – 24/7/365 <br />Variable Costs<br />Production software, professional services, SaaS/pro accounts<br />Creatures may come and mess it up. <br />
  13. 13. Make It Work.<br />Sustainability = preparation + content pipeline + monitoring<br />Awareness and TrainingEmployee Code of Conduct,<br />Personal Accounts,<br />It may grow on its own, but it should be groomed. <br />
  14. 14. Metrics and KPIs<br />What is important?# of followers, impressions, comments…?<br />The Value of a FollowerIs it worth it and how do you know?<br />Will vary relative to social media tool, but… What metric(s) do they ALL strive to influence?<br />Watch out for the rough. <br />
  15. 15. Social Media is like a lawn…<br />Keep mowing.<br />Weeds happen. Deal with it.<br />Some withstand the heat better than others.<br />It is time to reseed?<br />Grassroots efforts are often needed.<br />Watch out for the rough.<br />Is the grass really greener on the other side? <br />The seeds need planted.<br />Be the lawnmower.<br />Know your fertilizers.<br />Shade or sunlight?<br />It may grow all on its own, but it should be groomed.<br />Creatures come in a mess it up.<br />May need to call in the pros.<br />Know the landscape.<br />How do you know you’re growing it right?<br />
  16. 16. Contact…<br />Shaun Holloway<br /><br />Download this presentation:<br /><br />