Building an Effective Online Communications Strategy
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Suggestions on how to approach establishing a more robust online connections strategy - as presented at the 2012 National Trust Main Streets Conference in Baltimore, MD.
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Building an Effective Online Communications Strategy
- 1. Building an Effective Online Community Strategy André Natta, Principal, Urban Conversations
- 2. Checking in
- 3. Checking in
- 4. Checking in
- 5. Objectives ● Know how to determine which social media tools are right for the organization ● Identify four tips for effective online community engagement ● Identify examples of sustainable online community engagement ● Have a better understanding of what tools are useful for accomplishing goals
- 6. Determine your purpose Why?
- 7. Why NOT to be using it • It's free and easy • Everybody else is doing it • It's the best way to reach the “young” people
- 8. Why SHOULD you be using it • Complimenting work plan objectives – if it's not considered part of it, it should be • Tools (& people) are in place to manage a strategy effectively • You are willing to be where they are online
- 10. Determining outlets ?
- 11. Determining outlets Photo courtesy @douglaswray
- 12. Building audience • Ask for the information – Twitter name – Personal and business profiles – Worst case, they won't provide it to you • Promote social media channels in print • Think about how you post (cross-posting)
- 13. Building audience • Listen... a lot. – Create lists in Twitter – Subscribe to people on Facebook (if possible) – Place people in circles in Google+ – Set up a Google Alert • Search for them – Built in function on sites – Tools like Contax.io
- 14. Four tips • Be a resource • Engage • Moderate • Measure/Track
- 15. Be a resource • Provide information about upcoming events – Your own events, merchant sales, events from relevant organizations • Answer questions – Encourage adoption of district “hashtag” • Determine where you want them to go – Preferably your website or newsletter sign-up page
- 16. Engage your community • Ask questions – Surveys – Open ended posts/Photo captions • Check in on them every once in a while • Find a few conversations – district merchants and fans/followers
- 18. Moderation • Establish terms of use – What will and will not be allowed – It's their conversation, but it's your organization's space – Helps them feel more comfortable sharing how they feel constructively • Social media policy – Allows everyone managing the accounts to be on the same page RE: approach
- 21. Measuring/tracking • Account management tools – Tweetdeck – Hootsuite – Seesmic • Additional tracking options – Google Alerts / Bing searches – Bit.ly
- 22. The new stuff • Pinterest – Flash ≠ Pinterest-friendly – Make sure you're allowed the share the images that you choose to on the site • Google+ – It's getting used a lot more than people realize – Nice tool for digital “town halls” and educational opportunities
- 23. Other things • Twitter backgrounds – Helpful branding tool – Background measurements - http://bit.ly/HcW4S4 • Facebook Fan Page changes – Initial reports suggest more engagement thanks to introduction of Timeline (still too soon though) – Use images to help promote events
- 24. Other things
- 25. ?
- 26. Thanks! Twitter - @acnatta *Warning – I am a baseball fan & I'm active on Wednesday nights