Game Changer: 5 Steps to Maximize Your Social Media Impact


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Some of the most frequently asked questions about social media are, “sure we’re talking to a lot of people, but how do we know we’re being effective? How do we take our work to the next level? And how do we measure what we’re doing?” Learn how you can increase the effectiveness of your social media performance on all counts.

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Game Changer: 5 Steps to Maximize Your Social Media Impact

  1. 1. Game Changer: 5 Steps to MaximizeSian Wu Your Social Media Impact Nicole Lampe August 2010
  2. 2. About Resource Media•  Communications Strategy•  Execution and Outreach•  Digital and Social Media•  Environmental and Health Policy Focus
  3. 3. San Francisco Seattle Boulder Kalispell Sacramento30 Staff9 Offices Bozeman Portland Salt Lake City Anchorage
  4. 4. Have a Question? Need Help?
  5. 5. Game Changer Plan: 1. Fine tune your strategy 2. Establish social media guidelines 3. Engage with your fans 4. Energize your campaigns 5. Evaluate your social media work
  6. 6. 1 FocusFine Tune Your Social Media Strategy
  7. 7. What’s your overarching goal?What are youtrying toaccomplish?
  8. 8. What are yourobjectives?What do you need yourcommunity to do? Who do you need to influence? What do they care about? 
  9. 9. Get Specific•  Define your overarching goal Facebook objectives: •  Use Facebook to find and engage with•  Set specific supporting objectives women, age 25 to 54 in Portland, OR.•  Be realistic, quantifiable •  Over the next 6 months, build  relationships with fans peaking with 250 comments sent to lobby officials.
  10. 10. Figure Outthe Numbers•  Look for similar organizations•  Make observations •  Note the number of followers over 2 years•  Study their numbers •  Example objective:•  Get ideas for your objectives Gain 200 new followers in 3 months 
  11. 11. Determine theAudience•  Current or new supporters?•  Influencers or decision makers?•  Journalists?•  Political officials?
  12. 12. Takeaways: “Social media is just a buzzword until you come up with a plan.” – unknown •  Being on Twitter is not a strategy •  Wanting more fans on Facebook is not a strategy •  Determine what you are trying to achieve (your goal) •  Create measureable objectives •  Define your strategy •  Prioritize and focus  
  13. 13. 2 Play Nice  Establishing Social Media Guidelines
  14. 14. DevelopGuidelines•  Convey consistent voice•  Keep everyone on the same page•  Handle the unexpected
  15. 15. Guide YourWork•  Personality, tone•  Type of content•  Keywords•  Schedule
  16. 16. Find YourPersonality•  Experienced or a start-up?•  Leader or grassroots?•  Authority or watchdog?•  Lively and fun or serious?
  17. 17. Make ContentDecisions•  Opinion or factual?•  Political?•  Keywords? Hashtags?•  Off limits?
  18. 18. DetermineKeywords•  Use Google Analytics and AdWords tools•  Create short list of keywords•  Spread consistently throughout your content
  19. 19. Create aSchedule•  Posting days, times, frequency?•  Travel, vacation schedule?•  Monitoring, measuring, reporting? Format?
  20. 20. Play by theRules•  How transparent should you be?•  Does this fit your code of values?•  How will you handle controversy?•  Who should respond?
  21. 21. Takeaways:“Don’t say anything online that you wouldn’t want plastered on a billboard with your face on it.” Erin Bury, Sprouter community manager• Define who you are• Document your decisions• Play by the rules  
  22. 22. 3 Be Social Engage with Your Fans 
  23. 23. Know Your“Personas”•  Who are they?•  What kind of info would they value and find helpful?•  What info would they share?
  24. 24. Play to TheirStrengths•  Engage with each segment•  Recognize their participation•  Build asks over time
  25. 25. Get Off theBench•  Solicit feedback and ideas Tweetup Chapter meeting•  Host polls and surveys•  Meet offline•  Thank fans & share their work
  26. 26. Engage “Do you have a story to tell? Let us know in the comments!”through Blogs “Do you have experience with this? We’d love to hear about it in the comments section.” “Interested in being our guest•  Ask for feedback, ideas, input blogger for the day? Leave a•  Invite influencers to guest blog comment telling us why!”•  Hold a contest “What are you doing in your•  Reach out to other bloggers neighborhood? Please share your ideas in the comments.”
  27. 27. Find NewFriends•  Start broad, hone in•  Use keywords in searches•  Get creative
  28. 28. Look Beyondthe Bleachers•  Know your traffic referral sites•  Use google alerts•  Get creative
  29. 29. Takeaway: “Social Media is about sociology and psychology more than technology.” Brian Solis Principal of FutureWorks
  30. 30. 4 Lean Forward  Energize Your Campaigns
  31. 31. Make a Plan•  Integrate & cross pollinate•  Create or warmup relationships•  Measure before & after
  32. 32. Be PresentEverywhere•  Make variations of great content•  Turn content into social objects•  Slice, dice & spread
  33. 33. Example: NRDC’s Integration & Cross Pollination Techniques
  34. 34. www.bitly.comGo Wide •  Use shortened, trackable links  •  Create list of keywords, tags  •  Use in titles, descriptions•  Get great data & better SEO
  35. 35. Try a SocialMedia Release   •   Make it easy & brief  •  Use pictures, video, keywords, tags  •  Include sample posts & tweets•  Use trackable links
  36. 36. Example: Social Media Release Web Page
  37. 37. Connect withBloggers     •  Create a targeted list  •  Build relationships over time  •  Provide value & ease
  38. 38. Rally YourTeam Internally •  Provide big   picture    •  Ask for ideas & input•  Get everyone involved
  39. 39. Takeaways: • Integrate & cross pollinate“Think like a • Turn all content into social publisher, objects not a • Try a social media release • Form relationships before marketer.” you need anything   David Meerman Scott, author “The New Rules of Marketing and PR”
  40. 40. 5  Score!Measure Your Social Media Work
  41. 41. MeasureProgress•  Track the basics, note observations•  Be consistent•  Don’t just count, analyze
  42. 42. Tracking onFacebook•  Number of fans•  Increases/decreases over time•  Demographics of your audience
  43. 43. Click on the “See All” link viewable only to Administrators
  44. 44. Facebook Insights viewable only to Administrators
  45. 45. Trackingon Twitter•  Document your numbers•  Look for increase & decrease causes•  Note observations
  46. 46. See WhoRetweets•  Find your retweet rank•  Check what gets RT’ed•  Note your biggest RT’ers•  Learn more about them
  47. 47. MeasureSentiment•  Use Twitrratr for a simple dashboard•  Try SocialMention for wealth of insights
  48. 48. Get Alertsfor Tweets•  Select keywords to track•  Track during campaigns and ongoing
  49. 49. Find MoreTwitter Tools•  App store for Twitter tools•  Listings by category•  Analytics, scheduling Tweets, integration, etc
  50. 50. Monitor YourReputation•  IceRocket for conversations•  Compete for comparisons•  Klout for influence
  51. 51. Example: A tracking and measurement spreadsheet
  52. 52. “Activate your fans, don’t justcollect them like baseball cards.” Jay Baer
  53. 53. OverallTakeaways:• Determine what’s important• Don’t get caught up in shiny new objects• Focus on what will create change• Link and connect everything• What gets measured gets done• Keep it real!
  54. 54. Feedback? 1. Would you recommend this webinar to a friend? 2. On a scale of 1 to 10 with 1 as poor and 10 as best – how would you rate this webinar? 3.  Comments?
  55. 55. We Welcome Your Questions! Sian Wu Nicole Lampe Program Director Program Director Resource Media Resource Media 206.374.7795 x102 503.719.5626 @ThatsSoEco
  56. 56. Explore More RM Trainings •  Framing & Messaging – September •  Media Relations – October •  Story Pitching – November •  Blogger Relations – December
  57. 57. In theBeginning