Presented by Jay Palter, Principal October 22, 2011 Social Media Strategies  for Building Community
Overview <ul><li>Social media changes everything </li></ul><ul><li>Strategies for building community </li></ul><ul><li>Too...
Social media changes everything <ul><li>Everything happens in real time </li></ul><ul><li>Marketing, public relations, bra...
+ + Once upon a time... our media choices were limited.
Today, our media options  are virtually unlimited.  And growing.
 
It’s not so much  about  TECHNOLOGY
Social media is about  PEOPLE
You Already Have the Skills <ul><li>You Just Do It Offline </li></ul><ul><li>Meeting people </li></ul><ul><li>Building rel...
VS Broadcast Media versus Social Media
Old vs. New Media Old media New media Mass, one-to-many Micro, many-to-many Monologue Dialogue Closed Open
What to Talk About <ul><li>70-20-10 Rule   </li></ul><ul><li>70% Share useful resources & interesting content </li></ul><u...
<ul><li>GOLDEN RULE :  </li></ul><ul><li>Don’t post anything you wouldn’t want your grandmother to read in the newspaper <...
Strategies   for building trust & community
5  social branding strategies <ul><li>➊   Be  your values </li></ul><ul><li>➋  Build trust and credibility </li></ul><ul><...
➊   Be your values <ul><li>Be consistent </li></ul><ul><li>Be responsive </li></ul><ul><li>Share excellence and quality </...
➋  Build trust <ul><li>C redibility X  R eliability X  I ntimacy </li></ul><ul><li>___________________________________ </l...
Trust must be earned. <ul><li>Build your  credibility  by... </li></ul><ul><ul><li>Creating quality content </li></ul></ul...
Trust cannot be bought.  <ul><li>Be  intimate  by... </li></ul><ul><ul><li>Sharing your personality </li></ul></ul><ul><ul...
➌   Build personal brands Personal  is  professional.  Organizations are as strong as the relationships between its people...
➍   Do business in real time <ul><li>Social and mobile technologies have shortened the news cycle to minutes </li></ul><ul...
➎   Social will transform <ul><li>Listening is the mantra of social media </li></ul><ul><li>Hearing  means allowing it to ...
Tools Tools    & Tactics
Focus on these...
Facebook:  people you know
800,000,000 of them
Pages
 
Best Practices <ul><li>Set community expectations </li></ul><ul><li>Be up to date </li></ul><ul><li>Live authenticity </li...
Twitter: people you want to know
<ul><li>70-20-10 Rule  </li></ul><ul><li>70% Share resources/info – articles, links, videos, tools </li></ul><ul><li>20% E...
A good number of followers but not following back Good description of the organization Included in 48 lists. Great opp to ...
 
Twitter:  Best Practices <ul><li>Create a user-friendly Twitter ID (@parkname) </li></ul><ul><li>Seek out people talking a...
YouTube:  2nd largest search
 
Best Practices <ul><li>Link to YouTube from your website </li></ul><ul><li>Add a YouTube tab to your organization's Facebo...
Twitter:  Best Practices
Location, Location, Location
Claim your location
Claim your location
Claim your location
<ul><li>Add your organization as a &quot;Venue&quot; or claim your location if it’s already listed </li></ul><ul><li>Monit...
 
 
Best Practices <ul><li>Provide information about your organization </li></ul><ul><li>Explains what users can expect from y...
8 tips for success <ul><li>Listen as much as you talk. </li></ul><ul><li>Quality trumps quantity. </li></ul><ul><li>Be pat...
<ul><li>Presented by  </li></ul><ul><li>Jay Palter, Principal </li></ul><ul><li>Palter Social Media </li></ul><ul><li>web:...
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Social Media Strategies for Building Community (SPRA Conference - Oct. 22, 2011)

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  • Social Media Strategies for Building Community (SPRA Conference - Oct. 22, 2011)

    1. 1. Presented by Jay Palter, Principal October 22, 2011 Social Media Strategies for Building Community
    2. 2. Overview <ul><li>Social media changes everything </li></ul><ul><li>Strategies for building community </li></ul><ul><li>Tools and tactics </li></ul><ul><li>Questions </li></ul>
    3. 3. Social media changes everything <ul><li>Everything happens in real time </li></ul><ul><li>Marketing, public relations, branding, client support, sales can no longer be managed in silos </li></ul><ul><li>Dialogue, not monologue </li></ul><ul><li>Can’t control the message </li></ul><ul><li>Can’t outsource your authentic voice </li></ul><ul><li>Time becomes most precious commodity, not money </li></ul><ul><li>Attention and influence become most precious currencies </li></ul><ul><li>Corporate brands are less important than personal brands </li></ul><ul><li>Customers can make or break you </li></ul>
    4. 4. + + Once upon a time... our media choices were limited.
    5. 5. Today, our media options are virtually unlimited. And growing.
    6. 7. It’s not so much about TECHNOLOGY
    7. 8. Social media is about PEOPLE
    8. 9. You Already Have the Skills <ul><li>You Just Do It Offline </li></ul><ul><li>Meeting people </li></ul><ul><li>Building relationships </li></ul><ul><li>Asking questions </li></ul><ul><li>Answering questions </li></ul><ul><li>Building trust </li></ul><ul><li>Building a reputation </li></ul>
    9. 10. VS Broadcast Media versus Social Media
    10. 11. Old vs. New Media Old media New media Mass, one-to-many Micro, many-to-many Monologue Dialogue Closed Open
    11. 12. What to Talk About <ul><li>70-20-10 Rule </li></ul><ul><li>70% Share useful resources & interesting content </li></ul><ul><li>20% Engagement </li></ul><ul><li>10% Me </li></ul>10 % 70 % 20 %
    12. 13. <ul><li>GOLDEN RULE : </li></ul><ul><li>Don’t post anything you wouldn’t want your grandmother to read in the newspaper </li></ul>
    13. 14. Strategies for building trust & community
    14. 15. 5 social branding strategies <ul><li>➊ Be your values </li></ul><ul><li>➋ Build trust and credibility </li></ul><ul><li>➌ Build personal brands </li></ul><ul><li>➍ Do business in real time </li></ul><ul><li>➎ Allow social to transform </li></ul>
    15. 16. ➊ Be your values <ul><li>Be consistent </li></ul><ul><li>Be responsive </li></ul><ul><li>Share excellence and quality </li></ul><ul><li>Listen and adapt </li></ul><ul><li>Be transparent </li></ul>
    16. 17. ➋ Build trust <ul><li>C redibility X R eliability X I ntimacy </li></ul><ul><li>___________________________________ </li></ul><ul><li>S elf-orientation </li></ul>T= (C x R x I) / S Source: Brogan and Smith - Trust Agents Maister, Galford and Green - The Trusted Advisor T rust =
    17. 18. Trust must be earned. <ul><li>Build your credibility by... </li></ul><ul><ul><li>Creating quality content </li></ul></ul><ul><ul><li>Curating others’ quality content </li></ul></ul><ul><li>Be consistent and reliable by... </li></ul><ul><ul><li>Responding and being present in discussions </li></ul></ul><ul><ul><li>Sticking to it, no quitting </li></ul></ul>
    18. 19. Trust cannot be bought. <ul><li>Be intimate by... </li></ul><ul><ul><li>Sharing your personality </li></ul></ul><ul><ul><li>Showing what you care about, what makes you tick </li></ul></ul><ul><li>Be unselfish by </li></ul><ul><ul><li>Being helpful online </li></ul></ul><ul><ul><li>Giving of yourself without asking for anything back </li></ul></ul>
    19. 20. ➌ Build personal brands Personal is professional. Organizations are as strong as the relationships between its people and “customers”. Relationships are grounded in personality.
    20. 21. ➍ Do business in real time <ul><li>Social and mobile technologies have shortened the news cycle to minutes </li></ul><ul><li>Business leaders need to be able to respond and empower employees to do so </li></ul><ul><li>Pay attention in order to leverage opportunities </li></ul>
    21. 22. ➎ Social will transform <ul><li>Listening is the mantra of social media </li></ul><ul><li>Hearing means allowing it to change us </li></ul><ul><li>Our customers will tell us what they want </li></ul><ul><li>Then we just have to do it </li></ul>
    22. 23. Tools Tools & Tactics
    23. 24. Focus on these...
    24. 25. Facebook: people you know
    25. 26. 800,000,000 of them
    26. 27. Pages
    27. 29. Best Practices <ul><li>Set community expectations </li></ul><ul><li>Be up to date </li></ul><ul><li>Live authenticity </li></ul><ul><li>Participate in dialog </li></ul><ul><li>Enable peer-peer interactions </li></ul><ul><li>Foster advocacy </li></ul><ul><li>Solicit a call to action </li></ul>
    28. 30. Twitter: people you want to know
    29. 31. <ul><li>70-20-10 Rule </li></ul><ul><li>70% Share resources/info – articles, links, videos, tools </li></ul><ul><li>20% Engage – opinions, conversation, recognition </li></ul><ul><li>10% Me – successes, events, promotions </li></ul>10 % 70 % 20 %
    30. 32. A good number of followers but not following back Good description of the organization Included in 48 lists. Great opp to thank those that list you Engage in conversation, not just one way communication
    31. 34. Twitter: Best Practices <ul><li>Create a user-friendly Twitter ID (@parkname) </li></ul><ul><li>Seek out people talking about your parks </li></ul><ul><li>Engage them in conversation </li></ul><ul><li>Promote others and share your best information </li></ul><ul><li>Know who “@” replies to you </li></ul><ul><li>Find key influencers in your area </li></ul><ul><li>Share your videos & pics thru links </li></ul>
    32. 35. YouTube: 2nd largest search
    33. 37. Best Practices <ul><li>Link to YouTube from your website </li></ul><ul><li>Add a YouTube tab to your organization's Facebook page </li></ul><ul><li>Invite people to subscribe to your channel </li></ul><ul><li>Aggregate video content featuring your facilities </li></ul><ul><li>Tag your videos with keywords </li></ul>
    34. 38. Twitter: Best Practices
    35. 39. Location, Location, Location
    36. 40. Claim your location
    37. 41. Claim your location
    38. 42. Claim your location
    39. 43. <ul><li>Add your organization as a &quot;Venue&quot; or claim your location if it’s already listed </li></ul><ul><li>Monitor for insights and issues </li></ul><ul><li>Respond to visitors complements and complaints </li></ul>Best Practices
    40. 46. Best Practices <ul><li>Provide information about your organization </li></ul><ul><li>Explains what users can expect from you on Flickr </li></ul><ul><li>Demonstrate that your profile is authentic and official – use official brand mark </li></ul><ul><li>Link to your account from your website </li></ul><ul><li>Tag your photos </li></ul>
    41. 47. 8 tips for success <ul><li>Listen as much as you talk. </li></ul><ul><li>Quality trumps quantity. </li></ul><ul><li>Be patient. ROI for trust takes time. </li></ul><ul><li>Find and build relationships with influencers. </li></ul><ul><li>Always add value to discussions. </li></ul><ul><li>Acknowledge people who reach out. </li></ul><ul><li>Be accessible. </li></ul><ul><li>Reciprocate sharing. </li></ul>Source: Susan Gunelius, 10 Laws of Social Media Marketing , http://www.entrepreneur.com/article/218160
    42. 48. <ul><li>Presented by </li></ul><ul><li>Jay Palter, Principal </li></ul><ul><li>Palter Social Media </li></ul><ul><li>web: palter.ca/web </li></ul><ul><li>blog: jaypalter.ca </li></ul><ul><li>blog: homemadedad.ca </li></ul><ul><li>email: [email_address] </li></ul><ul><li>Twitter: @jaypalter </li></ul><ul><li>mobile: 780-868-8433 </li></ul>This presentation included content that was generously shared by Jason Sem ( [email_address] or Twitter: @jbsem).

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