Create Social Media Consistency

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Provides guidelines and specifics on how companies can create a social media program that ensures consistent messages are shared across multiple channels. Use the GOALS models to launch your company to success!

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  • Pamela, I really like this presentation. Great job! One suggestion: on slide 12, make the link to the Twitter strategy document a live (clickable) link. If this was created in PowerPoint that is not at all difficult. Why are the charts on slides 14-16 fuzzy? Linked live (dynamic) content? Again, great job. I'm going to go find you on Twitter and FB. I am Twitter.com/coveyduck
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  • Stats from SysComm International, based on figures from 2008-2010Beauty is that your customers & followers will
  • Goals: Broad, abstract. Broad enough that they will probably not be modified frequently. Objectives: Specific, measurable, the end to the means. May need to be modified continually.
  • If needed, consider creating multiple accounts for specific aspects of your business, but don’t go crazy
  • Goals: Broad, abstract. Broad enough that they will probably not be modified frequently. Objectives: Specific, measurable, the end to the means. May need to be modified continually.
  • Add social media goals to individual employee goalsAdd social media activities to job descriptions
  • S.M.A.R.T principle: Specific, Measurable, Attainable, Realistic, Timely.
  • Specify guidelines for company account AND personal account
  • Specify guidelines for company account AND personal account
  • Add SM strategy and plan to existing corporate plans for marketing, HR, etc.SWOT: Strengths, Weaknesses, Opportunities, Threats
  • Focus:Theme:Keywords:Events:Pay attention to customer interaction & then ACT ON IT
  • 53% have master’s degree or higher; nation average is 33%
  • Create Social Media Consistency

    1. 1. Social Media Consistency<br />Multiple Messages Mean Multiple Mistakes<br />Pamela Reilly, Naturopath<br />
    2. 2. Agenda<br />1. Introduction<br />2. Getting Started<br />3. Maintaining the Course<br />4. Avoiding Disaster<br />5. Specific Tools<br />
    3. 3. Introduction<br />
    4. 4. What’s the Potential?<br />Current social media statistics:<br />Social Media has exceeded porn as the #1 activity on the web<br />75% of homes with an internet connection use one or more social media networks on a daily basis<br />Social media allows real-time contact with customers and potential customers<br />Beauty is that they perpetuate your efforts<br />
    5. 5. Getting started<br />
    6. 6. Plan for Success!<br />Don’t dive into the pool just because everyone else is<br />Don’t hand social media activities to the first person who brings it up<br />Have a social media plan!<br />Goals<br />Objectives<br />Communication Plan<br />Strategy<br />
    7. 7. Nitty Gritty Details<br />Don’t extend yourself too thinly<br />Carefully craft profiles and then modify frequently<br />Experimentation is ok, but do it strategically<br />Monitor and learn from your competitors<br />Add a Social Media Policy page to your website<br />Important to build trust<br />
    8. 8. Building Trust<br />
    9. 9. The GOALS Model<br />The GOALS Model:<br />Goals: Identify what you want to accomplish<br />Objectives: Specify how you will accomplish it<br />Audience: Identify whom you are addressing<br />Lineup: Identify who will participate and why<br />Strategy: Create a plan for managing ongoing efforts<br />
    10. 10. Establishing Goals<br />Identify why your organization is engaging in social media<br />Possible goals:<br />Increasing brand awareness<br />Improving customer service<br />Building customer relationships<br />Driving users to blog and website<br />Increasing sales<br />
    11. 11. Creating Objectives<br />Identify how you will accomplish your goals<br />Create objectives that have measurable outcomes<br />Re-evaluate objectives frequently<br />
    12. 12. Putting it into Practice<br />Amazing Twitter strategy document: http://bit.ly/brS32r<br />
    13. 13. Identifying Audience<br />Don’t make assumptions about your audience<br />Use existing web and email analytics<br />Consider secondary audiences<br />Choose the appropriate social media network for your audience and communication style<br />
    14. 14. Usage by Age<br />Data courtesy of QuantCast<br />
    15. 15. Usage by Education<br />Data courtesy of QuantCast<br />
    16. 16. Usage by Income<br />Data courtesy of QuantCast<br />
    17. 17. Creating a Lineup 1<br />Don’t pawn it off on the intern<br />Determine what your communication style will be:<br />Purely professional and marketing-based<br />Customer-service focused<br />Personal and chatty<br />Combination<br />Decide how far to extend the social media team<br />
    18. 18. Creating a Lineup 2<br />Choose content posters based on your communication style and content calendar<br />Add social media activities to job descriptions<br />Specify posting guidelines for company and personal accounts<br />Be honest about who is posting<br />Set timeline on daily postinglimits<br />
    19. 19. Develop a Strategy<br />Create a strategy to meet your goals and objectives<br />Document it and allow to evolve<br />Include:<br />Topics of communication<br />Methods for increasing exposure<br />Tactics for increasing interaction<br />Social Media tools to use<br />Social Media calendar<br />Metrics and analytics<br />
    20. 20. Strategic Points<br />Schedule content<br />Create a definite plan for acquiring or creating new content<br />Determine metrics and measures<br />Watch for “soft” gains in knowledge<br />Frequently re-evaluate goals and objectives<br />Create an ongoing lessons learned log <br />Keep your interactions social<br />
    21. 21. Maintaining the course<br />
    22. 22. Forward Ho!<br />Make sure social media activities remain a priority<br />Keep social media calendar updated<br />Re-evaluate goals and objectives frequently<br />Social media messages may need to change as your company grows<br />It’s not all about the numbers<br />
    23. 23. Avoiding disaster<br />
    24. 24. Plan for the Best<br />Don’t exaggerate potential for disaster<br />Have a “disaster recovery plan” in place<br />Identify a first responder<br />Identify an escalation process<br />Identify a withdrawal point<br />When responding:<br />Respond quickly<br />Make it personal<br />Take it offline<br />
    25. 25. Examples<br />
    26. 26. Maintaining Consistency<br />Monitor social media activities of all contributors<br />Set up searches to track comments made about your brand <br />Quickly take action when needed<br />Set schedule to modify social media plan<br />
    27. 27. Specific tools<br />
    28. 28. Facebook<br />Known to have the largest user base of any social media application<br />Create a Business Page pertinent to your organization<br />Keep content unique / Limit cross posting<br />Post at least once per day<br />
    29. 29. Twitter<br />Create searches to watch for communication shared about your company or topics of interest<br />Post 2-3 times per day<br />Closely monitor retweets and responses and respond quickly<br />
    30. 30. Linked In<br />New Company pages (in beta) allow companies to create profiles<br />User base is highly educated<br />User base wealthier than average<br />
    31. 31. Other<br />Integrate, integrate, integrate!<br />Use management tools. Most allow management of multiple sites, analytics, etc.<br />A few to consider:<br />HootSuite: http://hootsuite.com<br />Ping.fm: http://ping.fm<br />ObjectiveMarketer: http://www.objectivemarketer.com/ <br />
    32. 32. Pamela’s Contact Information<br />Feel free to contact Pamela via:<br />Email: pamela@goodworkswellness.com<br />Twitter: @RawHealer @PamelaReilly1<br />@IndyAllergyFree<br />Facebook: GoodWorksWellness<br />Pamela Reilly<br />http://www.goodworkswellness.com<br />Seminar attendees receive $10off an initial consultation<br />

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