Download as PDF, PPTX
Uploaded byibrand mk
Advancedsocialmedia
The document provides guidance on developing an effective social media plan in 9 steps: 1) Listen to yourself and your current channels; 2) Listen to others by researching online conversations; 3) Create personas of your target audiences; 4) Map your available assets like staff time; 5) Define goals and metrics; 6) Clarify your core message; 7) Select appropriate social media channels; 8) Join conversations while following best practices; and 9) Continuously listen and re-evaluate your strategy based on what works best. The key is to authentically engage your targets through transparent, conversational interactions.
![MyCharityConnects Peel - Social Media Planning [2010-11-18]](https://cdn.slidesharecdn.com/ss_thumbnails/mycharityconnectspeel-socialmediaplanning2010-11-18-101122103157-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
Advancedsocialmedia
- 1. Developing a SocialMedia Plan Tirza Hollenhorst Barrett Michael tirzalyn@ifpeople.net bmichael@ifpeople.net 678 608 3408 281 844 1184 www.ifpeople.net www.ifpeople.net
- 2. What’s this whole socialmedia thing?
- 3. It’s not… traditional marketing
- 4. It definitely isn’t… advertising
- 5. Social media definesthe activities that integrate technology, social interaction and the sharing of words, images, video and audio.
- 6. In other words… Social media is a conversation that takes place online.
- 7. It’s a conversation more people are joining every day.
- 8. People like thisguy. • By 2010, millenials will outnumber baby boomers • $350 billion in spending power • Spend over 16 hours a week online • 96% have joined a social network • They care about what their friends think and what they like, not traditional marketing and ads UniversalMcCan Comparative Study on Social Media Trends http://tinyurl.com/dlzqnx “Consumer 2.0” by Mr.Youth and RepNation Media http://tinyurl.com/cpja9q
- 9. And people likeher. • 41% of babyboomers have visited a social networking site • +55 Women fastest growing demographic on Facebook • More stable, dependable income “The Fasted Growing Demographic on Facebook” http://tinyurl.com/bl99qo
- 10. Social media is... Consumer-driven Transparent Engaging Inclusive Sincere
- 11. It isn’t… Controlled Impersonal Exclusive Formal One-sided
- 12. Conversations are easy. Whyis social media hard?
- 13.
- 14. So many channels. So many people So many conversations. So little time.
- 15. How do Idecide what channels to use, what people to engage, what conversations to join?
- 16. Strategy ( a really,really good one)
- 17. Like all conversations, thekey to social media begins and ends with listening.
- 18. Step 1 Listen toyourself
- 19. You may nothave a social media plan. But you certainly use media.
- 20. What channels doyou currently use? Email? Websites? Direct Marketing? Newsletters? Outreach programs? Phone?
- 21. Ask yourself questions... What tone do these channels convey? Who are my intended targets? Am I reaching my intended targets? Do these channels reflect our mission? What overall message does my brand communicate?
- 22. Most importantly… What’s missing? Where do these channels fall short? Are there people we should target but aren’t? Online, are we passive participants or active engagers?
- 23. Goodwill of DCasked questions… • Discovered their current messaging wasn’t targeting people like her (young women interested in vintage fashion) • Shame, considering Goodwill has great deals on vintage wear • Created a social media plan that targeted these women and gave Goodwill a hipper image • More on Goodwill later
- 24. Asking questions remindsyou who you are and who you want to be. It also indicates how social media can be used to complement your overall mission.
- 25. Step 2 Listen toothers
- 26. The conversation hasalready started. Research before joining in.
- 27. Start listening to… Key public figures Mentions of your organization Popular industry/ advocacy sites Newsgroups Blog comments Organizations like yours
- 28. Free listening tools… Paidlistening tools…
- 29. Let’s get acloser look… http://www.google.com/alerts http://pipes.yahoo.com/pipes/ http://www.technorati.com/
- 30. Ask yourself… What attitudesdefine me and my issues? What sites have the most activity related to my organization? What kind of people do the most posting? What other organizations and issues are these people connected to? What kind of negative comments or misconceptions exist?
- 31. What will youdiscover? Better understanding of your brand presence Online communities you should join Targets and influencers you should engage Values you should promote Attitudes you should change
- 32.
- 33. Personas are… Descriptions of individuals that represent your target. They’re not real people. Just archetypes that represent real people.
- 34. Personas… Help you identifypotential character traits, personalities, habits and attitudes of your target. This helps you create a social media plan of ideal scope and size.
- 35. Create personas throughlistening. But this time, not just online.
- 36. Interview stakeholders inperson... Where do you go online? How much time do you spend there? Do you comment? Do you initiate online conversations? What social networks do you use? Would you feel comfortable if our organization joined you online?
- 37. Step 4 Map yourassets
- 38. Social media toolsaren’t really fee. They cost time. Sometimes, lots of time.
- 39. How many hoursand how many people can I devote to implementing a social media plan?
- 40. Take note of… Size and technical experience of staff Volunteer base (long-term vs short term) Time staff members can devote to social media Content already produced that can be used on social media sites
- 41. This makes yoursocial media plan… Realistic Managable Achievable Efficient And not the source of tears and anguish
- 42. Step 5 Define yourgoals
- 43. You know yourtarget. You know your resources. Now, what do you want to achieve?
- 44. Do you wantto… Build better relationships? Raise awareness about your cause? Increase website traffic? Build up your base? Inspire people to action? Increase donations?
- 45. Keep track ofgoals with qualitative data… Influential Friends New names added to email file Comments Voting participants Increased donations Influential blogs linked to you Increased webpage hits Content of keywords
- 46. Set benchmarks basedon these metrics… We want (n) positive comments per week on Twitter. We want $(n) from our charity mall. We want (n) pagerank by a certain date. We want (n) people to sign our petition.
- 47. Step 6 Clarify yourmessage
- 48. How would Idefine my organization in a single, simple phrase?
- 49. We’re the smartfashion choice for hip young women.
- 50. That’s your message. Haveall your social media content reflect it.
- 51. This will makeyour message… Focused and on point Have a cohesive, unifying theme Easily grasped by short attention spans
- 52.
- 53. Ask yourself… What channel best suits: My goals? My brand story? My resources? My target?
- 54. Our staff knowsfashion. http://dcgoodwillfashions.blogspot.com/ We sell things you can’t find anywhere else. We want to target young women. http://www.fashionofgoodwill.org/
- 55. We want toconnect with animal lovers Animal lovers love animal pics and stories Share content with Twitter and get target to help find animals new homes
- 56. Step 8 Join theConversation
- 57. The rules ofsocial media are not defined. But there are a few tips to keep in mind.
- 58. 1. Stay Transparent • Don’tbe evasive • Always offer your full name, your title and your organization • Be the first to admit vested interests
- 59. 2. Keep ItConversational • A blog post isn’t an annual report • Write like you would write to a friend • Ask questions • Solicit opinions
- 60. 3. Write WhatYou Know • Stick to issues relating to your organization • Position yourself as an expert in your field • Add real knowledge to conversations, not just another opinion
- 61. 4. Admit Mistakes • “Oops”happens • Be the first to admit your wrongs and make them right • Thank those who bring mistakes to your attention
- 62. 5. Don’t IgnoreNegativity • Negative comments are chances to turn critics into supporters • Respond kindly and respectfully • Understand concerns • Answer questions
- 63. 6. Trust YourInstincts I knew this was a bad idea… • If something doesn’t feel right, it probably isn’t • Don’t just shrug and hit “post” • Get other opinions on posting controversial material
- 64. Step 9 Listen &re-invent
- 65.
- 66. Never stop usingthem to… Find conversations to join Track responses to your social media activity Discover what messaging works, what doesn’t
- 67. After you listen,re-evaluate your strategy and focus on what’s working. Consider dropping what isn’t.
- 68. Re-Invention Zen… • Susan Reynolds started a blog chronicling her battle with breast cancer • Once, she used frozen peas to lessen swelling after a biopsy and posted a pic on her blog and Twitter • Community saw it as a light, human touch to tragedy • Attracted to the powerful, unique symbol
- 69. Re-Invention Zen… • Enter theFrozen Pea Fund • Sought to promote humor and optimism while fighting cancer • Integrated Twitter, Flickr, Second Life network • Raised > $7k in first month • Wouldn’t have happened without listening/ re-inventing
- 70. Social media maybe here to stay. But the tools are temporary.
- 71. Remember Friendster? • First bigonline social network • Founded in 2002 • Gained 3 million members in first few months • Quickly lost out to MySpace, then Facebook • Now only popular in Asia
- 72. Who’s Next? Who’snext? R.I.P. Our Beloved Facebook Twitter 2004 - ? 2006 - ?
- 73. Stay ahead ofthe curve… LISTEN for new places where your targets are congregating to murmurs of new technology and continue to play
- 74. Tirza Hollenhorst Barrett Michael tirzalyn@ifpeople.net bmichael@ifpeople.net 678 608 3408 281 844 1184 www.ifpeople.net www.ifpeople.net