SOCIALMEDIASTRATEGY+TACTICS+TOLSPresented by Marissa Wasseluk
GOALSWhat   we will be covering:  Strategies and overview of the Social Web  Tools: Which ones? How do we best use them? ...
Traditional publicSocial media       V S.   relations Converse & and          Inform   an audience engage with an       ...
HAVE A PLAN―Think   Strategically, Act Tactically…‖
FORMULATING YOUR SOCIAL MEDIAPLAN What platforms will be most effective for your  use? Who will speak for you?       Or...
KNOW YOUR TOOLS
HOW DO YOU FIX A BROKEN SINK?
CHOOSING YOUR TOOLSIdentifythe problem or issue first  Establish a plan and define your goals  Identify the tools to he...
FACEBOOKcommunity platform  push & pull
FACEBOOKIndividual Profile         Vs.   Organization Page Interact with other         Restrictions on  profiles on a pe...
ANATOMY OF AFACEBOOK FANPAGE
Cover      Admin  Photo      Panel          Avata          r          Photo Basic               Tabs Info BoxStatusUpdate ...
ANATOMY OF A FAN PAGE   The admin panel is your best friend!
ANATOMY OF A FAN PAGE   Use the admin panel to:     Edit the page information & look     Manage Permissions           ...
MEASURING YOUR ENGAGEMENT
MEASURING YOUR ENGAGEMENT
WHAT YOUSHOULD BE DOINGON   FACEBOOK
WHAT YOU SHOULD BE DOING ONFACEBOOK   Optimize your page       Make sure your brand is represented through visuals      ...
OPTIMIZING TIMELINEBranding  Custom  cover and tabs  (ie. Livestrong)FavoritingBookmarking
1. Allow more than one           administrator  2. Open the space to your            fans 3. Create unique experiences for...
TWITTER Listen & monitorTweet speaks to all  Follow & shareImmediate & wide
WHAT IS TWITTER?   Micro-blogging platform     Links to items on the internet     Collects comments in real time     A...
WHY TWITTER?•   Reach out to influencers & build relationships•   Creates online interactions around real world events•   ...
TWITTER IS LIKE…
Retweet/              ScreenModified tweet          names Hashtags                 Shortened                   URL
WHAT’S A HASHTAG?How does it work?
#LRI2013
WHAT YOUSHOULD BE DOINGON TWITTER
WHAT YOU SHOULD      BE DOING ONTWITTER Listeningand monitoring Use the SEARCH function Find conversations Engage in c...
MEASURING YOUR EFFORTS ONTWITTER Followers Retweets Mentions Conversion  Report Social Sources Social Sharing
ADDINGVIDEOEvery one of the “top 5” social media platformscan somehow host a video.
WHY VIDEO         Video is a good way to          connect to your          audience – to appeal          to their emotion...
MEASURING VIDEO         Views         Favorites         Interactions         Dashboard   graph         Social media  ...
SEO
SEO: THE NITTY GRITTY STUFFMATTERSKeyword-rich  headlinesInternal/external linksTags
ANATOMY OF AN OPTIMIZED POST                         Title / Header          Lead Share Button   s
KEYWORDS   Always use appropriate and relevant tags and    keywords to a post or page.       Find your keywords!
KEYWORDS   Add alternative    titles, tags and    descriptions to photos    and other multimedia    content embedded on a...
SEO BEST PRACTICES Create content consistently and often Use keywords, tags and metadata Keep your site and content org...
GOOGLE ANALYTICS http://analytics.google.com Sign up & follow directions Get tracking code Paste tracking code in CSS ...
READING GOOGLE ANALYTICS
BRINGING IT ALL TOGETHERThink   Strategically—Have a planUnderstand tactics to manage your time and make themost from you...
Q+A
Social Media Overview - Local Reporting Initiative
Social Media Overview - Local Reporting Initiative
Social Media Overview - Local Reporting Initiative
Social Media Overview - Local Reporting Initiative
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Social Media Overview - Local Reporting Initiative

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  • Further resources:

    Measuring Facebook Engagement video - http://www.facebook.com/help/336893449723054

    Google Analytics Overview video - http://www.youtube.com/watch?v=_qfG2d9etvk

    Please do e-mail me or call with any questions -
    marissa@newstips.org - 312.369.6400
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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  • Who I am, who the workshop isVoice to the voicelessWhat I love about social mediaLet’s talk about the impact it’s had on communication
  • Today we’re going to talk about social media planning; in front of you you have a worksheet that also covers social media policy
  • Web 1.0, static web pages where people just read information.
  • Dynamic websites allowed content creators to broadcast and share across multiple platforms. Users can also participate, add comments to content, generate discussions and host other people’s content on their own websites or preferred platforms.
  • How many of you have a facebook profile? How many of you have a brand page? How many are thinking of creating a page?Still #1 because it’s the best at engaging audienceLet’s look at the facebook Interface Timeline navigation (buttons up top when you scroll & along the side)
  • Facebook groups are for a small group of individuals to interact, like a list serv
  • Profile IdentifierCover PhotoAvatar PhotoBasic Info BoxTabs – shortcuts to other pages within your facebook pageAbout Page ShortcutStatus Update box – where you tell everyone what’s up with pictures, videos, & text!Timeline Shortcut – find any post you made during the time you were on facebook just by remembering the datePosted StatusRecommendations – “recommending” is an option for end users when they visit your facebook page. They will see an open box when they visit your page where they can fill in a positive or negative review. TIP - Monitor this section & reach out to bad reviews!Wall Comments – what people are saying on your facebook wallAdmin Panel
  • Your admin panel is the control center of your page, and as Facebook page admin, your best friend.Here you can see what your audience is saying, what they’re saying to you specifically, who the new members of your audience are, and how effective your posts are
  • Manage permissions – watch out for trolls! You can block them here!Assign Roles – Facebook explains how you, as admin, can control how other people post on your page (content providers you specify, not end users).More on insights later…Live view of CMW’s Admin features – explore these optionswww.communitymediaworkshop.org
  • This is an estimate. You can accurately measure by how many people clicked through your post. Check the Insights section of the admin or visit the ‘insights’ page for a more elaborate view.
  • The difference between reach & engagement – measuring click throughsTake a look at the workshop’s insightsVisit & view video at http://www.facebook.com/help/336893449723054/
  • A GOOD EXAMPLE OF AN OPTIMIZED PAGE - In spite of recent events, LIVESTRONG foundation still has an awesome facebookfanpage, and even uses it to state their opinion of recent events in the news & help offset the controversy by informing the public of their stance on what happened with Lance and his ‘roid abuse.http://www.facebook.com/livestrongLive view of Community Media Workshop PageHOW TO: Pin PostHOW TO: Highlight postsHOW TO: Create custom Tabs
  • Example –www.facebook.com/livestrongSize of buttons – 111x74
  • WHY? Actually an important part of advocacyFind people who wouldn’t otherwise know your organization get to know those peopleFind new conversations based on topicTwitter updates happen in REAL-Time – pros & cons of that
  • A tool that connects users through short, real-time updatesThrough twitter site, but also text messaging, smart phone apps, browser add-ons and other softwareUpdates in 140 characters or lessReferrer to your site
  • Tweets are the new press release A well-maintained Twitter presence can help frame your organization and its leaders as major players Watch video from New News
  • Listening to conversations on public transitLet’s take a look at the Twitter interface on npcommunicatorDECONSTRUCT A lot of conversation happening – twitter is built for that. Don’t get confused by knowing what to listen for & how to listen
  • Hashtags are keywords that become hotlinksActually helps track the ROI of your tweets
  • Green things you find in Google AnalyticsStandard Reporting> Traffic Sources > Social > Conversions2. Social Sources – which can be found in Standard Reporting (Traffic Sources > Social > ources), tracks which social networks are referring you the most traffic.   3. Social Sharing – which can be found in Standard Reporting (Traffic Sources > Social > ources and clicking the Activity Stream tab), tracks your content as it is shared off of your site and on other networks. 
  • Every one of these platforms can some how host a video.
  • http://communitymediaworkshop.org/npcommunicator/why-nonprofits-need-video/Because we are all visual creatures, creating a video is a good way to connect to your audience – to appeal to their emotionsBig players - Youtube vs. Vimeo Tag your videos – even post transcripts in the description.All big 5 can host video
  • http://communitymediaworkshop.org/npcommunicator/why-nonprofits-need-video/Because we are all visual creatures, creating a video is a good way to connect to your audience – to appeal to their emotionsBig players - Youtube vs. Vimeo Tag your videos – even post transcripts in the description.All big 5 can host video
  • Now that we have our content, let’s talk about FORM
  • Phase 2
  • What’s a key word?BoilerplatePhase 2 Keyword exercise
  • Phase 2
  • Phase 2 Metadata is essentially Data about data
  • Once you’ve made the correct selections, you can then copy your script into your site. The script should go at the top of the page right before the </head> tag – some content management systems give you a special place to enter tracking scripts. Be familiar with what you have to make sure you’re installing the script correctly.You can also choose to email the instructions to your webmaster just below the box that contains the code.Voila! Basic tracking is set up and installed on your site. There is usually a delay in reporting under the “Standard Reporting” section of Google Analytics, sometimes a few hours, sometimes a few minutes. To see traffic to your site immediately, check out the “Real Time” tracking available within analytics.http://www.youtube.com/watch?v=_qfG2d9etvk
  • http://www.youtube.com/watch?v=_qfG2d9etvk
  • Social Media Overview - Local Reporting Initiative

    1. 1. SOCIALMEDIASTRATEGY+TACTICS+TOLSPresented by Marissa Wasseluk
    2. 2. GOALSWhat we will be covering: Strategies and overview of the Social Web Tools: Which ones? How do we best use them? Tactics: Things for the day-to-day How to measure your efforts
    3. 3. Traditional publicSocial media V S. relations Converse & and Inform an audience engage with an to grab its attention audience TIME SENSITIVE REAL TIME, IMMEDIATE
    4. 4. HAVE A PLAN―Think Strategically, Act Tactically…‖
    5. 5. FORMULATING YOUR SOCIAL MEDIAPLAN What platforms will be most effective for your use? Who will speak for you?  Organizational voice or Individuals? How will you deal with audience responses or negative feedback?  How can you rally your online support system?
    6. 6. KNOW YOUR TOOLS
    7. 7. HOW DO YOU FIX A BROKEN SINK?
    8. 8. CHOOSING YOUR TOOLSIdentifythe problem or issue first Establish a plan and define your goals Identify the tools to help you reach your goals
    9. 9. FACEBOOKcommunity platform push & pull
    10. 10. FACEBOOKIndividual Profile Vs. Organization Page Interact with other  Restrictions on profiles on a personal interactions with level individual profiles Cannot measure (one-sided friendship) audience response  Can measure Limit to the number audience of friends  No limit to the number of fans  Indexed for SEO
    11. 11. ANATOMY OF AFACEBOOK FANPAGE
    12. 12. Cover Admin Photo Panel Avata r Photo Basic Tabs Info BoxStatusUpdate TimelineBox shortcut WallPosted commentStatus s Recommendatio ns
    13. 13. ANATOMY OF A FAN PAGE The admin panel is your best friend!
    14. 14. ANATOMY OF A FAN PAGE Use the admin panel to:  Edit the page information & look  Manage Permissions  Control who sees your page, who sees what on your page, unpublish or delete your page  Assign ―roles‖ to content providers  View your ―insights‖
    15. 15. MEASURING YOUR ENGAGEMENT
    16. 16. MEASURING YOUR ENGAGEMENT
    17. 17. WHAT YOUSHOULD BE DOINGON FACEBOOK
    18. 18. WHAT YOU SHOULD BE DOING ONFACEBOOK Optimize your page  Make sure your brand is represented through visuals  Cover photo, avatar, button images  Create custom tabs  Make it scannable  Pin posts  Highlight posts in your timeline
    19. 19. OPTIMIZING TIMELINEBranding  Custom cover and tabs (ie. Livestrong)FavoritingBookmarking
    20. 20. 1. Allow more than one administrator 2. Open the space to your fans 3. Create unique experiences for your fans 4. Use Facebook Ads & other tools5. Introduce and provide context to content you share 6. Communicate visually
    21. 21. TWITTER Listen & monitorTweet speaks to all Follow & shareImmediate & wide
    22. 22. WHAT IS TWITTER? Micro-blogging platform  Links to items on the internet  Collects comments in real time  Answers the question, ??? ―What are you doing right now?‖
    23. 23. WHY TWITTER?• Reach out to influencers & build relationships• Creates online interactions around real world events• A well-maintained Twitter presence can frame your organization and its leaders as major players
    24. 24. TWITTER IS LIKE…
    25. 25. Retweet/ ScreenModified tweet names Hashtags Shortened URL
    26. 26. WHAT’S A HASHTAG?How does it work?
    27. 27. #LRI2013
    28. 28. WHAT YOUSHOULD BE DOINGON TWITTER
    29. 29. WHAT YOU SHOULD BE DOING ONTWITTER Listeningand monitoring Use the SEARCH function Find conversations Engage in conversations already happening Hashtag& Mention
    30. 30. MEASURING YOUR EFFORTS ONTWITTER Followers Retweets Mentions Conversion Report Social Sources Social Sharing
    31. 31. ADDINGVIDEOEvery one of the “top 5” social media platformscan somehow host a video.
    32. 32. WHY VIDEO  Video is a good way to connect to your audience – to appeal to their emotions  Big players - Youtube vs. Vimeo
    33. 33. MEASURING VIDEO  Views  Favorites  Interactions  Dashboard graph  Social media metrics of where the video was posted/ embedded
    34. 34. SEO
    35. 35. SEO: THE NITTY GRITTY STUFFMATTERSKeyword-rich headlinesInternal/external linksTags
    36. 36. ANATOMY OF AN OPTIMIZED POST Title / Header Lead Share Button s
    37. 37. KEYWORDS Always use appropriate and relevant tags and keywords to a post or page.  Find your keywords!
    38. 38. KEYWORDS Add alternative titles, tags and descriptions to photos and other multimedia content embedded on a page.  Cat, kitten, lolcat, icanha zcheesburger cat, funny cat picture, cat cheeseburger meme
    39. 39. SEO BEST PRACTICES Create content consistently and often Use keywords, tags and metadata Keep your site and content organized Be social and share your content
    40. 40. GOOGLE ANALYTICS http://analytics.google.com Sign up & follow directions Get tracking code Paste tracking code in CSS before </head> or in post before </body>
    41. 41. READING GOOGLE ANALYTICS
    42. 42. BRINGING IT ALL TOGETHERThink Strategically—Have a planUnderstand tactics to manage your time and make themost from your online communicatingDefine what needs to be done first, then choose yourtoolsIdentify how you’ve made an impact by using metrics
    43. 43. Q+A

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