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Stop broadcasting and_have_a_conversation


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Stop broadcasting and_have_a_conversation

  1. 1. Stop Broadcasting... have a Conversation John Dorner
  2. 2. Objectives of Social Media (SM) Listen Learn Share
  3. 3. Relationships
  4. 4. Basic tenets of marketing communications <ul><ul><li>Build relationships </li></ul></ul><ul><ul><li>Influence </li></ul></ul><ul><ul><li>Persuade </li></ul></ul><ul><ul><li>Move to action </li></ul></ul>
  5. 5. Goals <ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Teaching </li></ul></ul><ul><ul><li>Program Planning </li></ul></ul><ul><ul><li>Evaluation </li></ul></ul>
  6. 6. Conversations
  7. 7. Conversations - How? <ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Make them comfortable </li></ul></ul><ul><ul><li>Respond </li></ul></ul><ul><ul><li>Be interesting </li></ul></ul><ul><ul><li>Be present </li></ul></ul>
  8. 8. Ask questions <ul><ul><li>Open ended </li></ul></ul><ul><ul><li>You don't know the answer </li></ul></ul><ul><ul><li>Let others answer </li></ul></ul><ul><ul><li>Let others make corrections </li></ul></ul>
  9. 9. Make them comfortable <ul><ul><li>Create a welcoming environment </li></ul></ul><ul><ul><li>Answer with a smile </li></ul></ul><ul><ul><li>&quot;Good question&quot;... </li></ul></ul><ul><ul><li>Take action with offenders </li></ul></ul><ul><ul><li>They see how you respond to others </li></ul></ul>
  10. 10. Respond <ul><ul><li>Acknowledge posts </li></ul></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Say &quot;Thank you&quot; </li></ul></ul>
  11. 11. Be interesting <ul><ul><li>Use some humor </li></ul></ul><ul><ul><li>Give away stuff </li></ul></ul><ul><ul><li>Share 'inside information' </li></ul></ul><ul><ul><li>Be nice </li></ul></ul><ul><ul><li>Be yourself </li></ul></ul><ul><ul><li>Non-work/selling posts </li></ul></ul>
  12. 12. Be present <ul><ul><li>Post regularly </li></ul></ul><ul><ul><li>Post at least a couple times a week. </li></ul></ul><ul><ul><li>Don't post too frequently </li></ul></ul>
  13. 13. 2 Facebook Examples
  14. 14. US Cellular - Happiest Customers <ul><ul><li>Used for profile pic each week </li></ul></ul>&quot;happy customer.. on nights like tonight when its stormy my daughter can still have her nightly chat with her nana when no one else has signal&quot; ~ Jennifer
  15. 15. US Cellular - Community Guidelines <ul><ul><li>No profanity or defamatory, etc. comments </li></ul></ul><ul><ul><li>No links to profane, etc. videos or Web sites </li></ul></ul><ul><ul><li>No obscene or offensive pictures/logos </li></ul></ul><ul><ul><li>No disparaging or threatening comments </li></ul></ul><ul><ul><li>No posts containing  nonpublic information about, or related to, U.S. Cellular </li></ul></ul><ul><ul><li>No posts related to current or future litigation </li></ul></ul><ul><ul><li>No spam! </li></ul></ul><ul><ul><li>No posts that are repetitive and/or disruptive  </li></ul></ul>
  16. 16. Pampers - Wall Your toddler used to love to sleep in his room. Now he's afraid of the monster under the bed. What sends your little ones flying into your arms in fright, and what do you do to help ease their fears?  Anita at Pampers shared, &quot;When my daughter was a toddler, she was afraid of monsters. So, I came up with a vanilla scented “Monster spray” that we sprayed in her room each night to keep the monsters away.&quot; In just 4 hours - 112 comments and 280 likes
  17. 17. Pampers - Miracle Missions
  18. 18. Pampers - Miracle Stories I found out I was expecting in June of 2010. In August we found out we would be adding twins to our family of five. WOW. Yep for about a month that is what we said when we passed one another in the hallway or sat beside each other on the couch. We were so completely happy and already in love with our little set of awesomeness. In September our world turned upside down in yet another way. I was diagnosed with Twin to Twin Transfusion Syndrome and told that every day was a gift...
  19. 19. Ask Pampers
  20. 20. Pampers - Videos <ul><ul><li>10 Pampers videos  </li></ul></ul><ul><ul><ul><li>commercials </li></ul></ul></ul><ul><ul><ul><li>insight to a packaging change </li></ul></ul></ul><ul><ul><ul><li>Dr. talking about diaper rash </li></ul></ul></ul><ul><ul><ul><li>1,000s of comments </li></ul></ul></ul><ul><ul><li>More than 100 customer produced videos </li></ul></ul><ul><ul><ul><li>customer created commercials  </li></ul></ul></ul><ul><ul><ul><li>baby home movies </li></ul></ul></ul>
  21. 21. Applied to Extension? <ul><ul><li>Invite fans to upload pictures of: </li></ul></ul><ul><ul><ul><li>food they've cooked/canned </li></ul></ul></ul><ul><ul><ul><li>their flowers and gardens </li></ul></ul></ul><ul><ul><ul><li>their compost pile/bin </li></ul></ul></ul><ul><ul><ul><li>their 4-H animals & projects </li></ul></ul></ul><ul><ul><ul><li>crops - both healthy and problems to get solved </li></ul></ul></ul><ul><ul><ul><li>animals </li></ul></ul></ul><ul><ul><ul><li>their community projects </li></ul></ul></ul>
  22. 22. Applied to Extension? <ul><ul><li>Ask fans how they: </li></ul></ul><ul><ul><ul><li>save energy </li></ul></ul></ul><ul><ul><ul><li>exercise </li></ul></ul></ul><ul><ul><ul><li>get motivated to exercise </li></ul></ul></ul><ul><ul><ul><li>keep weeds out of their gardens </li></ul></ul></ul><ul><ul><ul><li>clean house </li></ul></ul></ul><ul><ul><ul><li>keep siblings from fighting </li></ul></ul></ul><ul><ul><ul><li>volunteer </li></ul></ul></ul>
  23. 23. Applied to Extension? <ul><ul><li>Ask clients how Extension: </li></ul></ul><ul><ul><ul><li>helped save them money </li></ul></ul></ul><ul><ul><ul><li>changed their life </li></ul></ul></ul><ul><ul><ul><li>helped their children </li></ul></ul></ul><ul><ul><ul><li>saved their plants/crops </li></ul></ul></ul><ul><ul><ul><li>prepared for life </li></ul></ul></ul><ul><ul><ul><li>get a job </li></ul></ul></ul><ul><ul><ul><li>&quot;how have you used what you learned from Extension&quot; </li></ul></ul></ul>
  24. 24. Applied to Extension? <ul><ul><li>Continue face-to-face discussions </li></ul></ul><ul><ul><ul><li>By creating a Facebook Group </li></ul></ul></ul><ul><ul><ul><li>Use the discussion app </li></ul></ul></ul><ul><ul><ul><li>Use polls for evaluation </li></ul></ul></ul>
  25. 25. Stop Broadcasting... Have a Conversation John Dorner
  26. 26. Image Credits Title Slide:   Conversations: Thank you: