Tweeting is easy. So is setting up a LinkedIn group, Facebook page, Pinterest account, and a blog. It's easy to get caught up in social media platforms and other technologies but lose sight of the big picture. Explore how to break down silos and align social media and blogging tactics to a larger strategy designed to meet organizational goals. Walk away with an understanding of how strategic social media can help you enhance member value and prove ROI.

1. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Busting the
#SocialMedia Silo
Elizabeth Bookhultz | @SocialMedia_ite!
Carrie Hane Dennison | @carriehd!
#MMCCon LB1

2. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!

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Anyone can DO social media.
!
But how can we make sure
we do social media WELL?

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Blendtec case study source: Christian Biggs, SociaLens Researcher
Imagec/oBlendtec’sConsumerPressKit

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Will it Blend?

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7. Goals !
Audience!
Message!
Resources

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Strategy vs. Tactics

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Somemath”c/owww.flickr.com/behdadunderCCBY2.0(https://creativecommons.org/licenses/by/2.0/)

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We need to be on Instagram.
Instead of saying….

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Ask…
What business goals can we
meet by sharing photos?

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Instead of saying….
We should run a Facebook
contest to boost engagement

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Ask…
What can we accomplish by
running a contest?

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A strategy describes
how the ends (goals)
will be achieved by the
means (resources).

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Tactics are the
specific actions taken
to meet a strategy.

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Pam Moore, CEO & Founder, Marketing Nutz
Random Acts of Marketing
An attempt at meeting a business
goal that is “NOT integrated, can
not be easily measured or justified
and does not integrate with other
marketing and biz tactics.”!

18. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!
c/owww.flickr.com/matthewfaneunderCCBY2.0(www.creativecommons.org/licenses/by/2.0/)

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Aim for Long-Term
Results

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Sustainability
Award
Case Study

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23. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!c/o www.flickr.com/hedvigs under CC BY 2.0 (www.creativecommons.org/licenses/by/2.0/)

24. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!

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26. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!c/o www.flickr.com/hedvigs under CC BY 2.0 (www.creativecommons.org/licenses/by/2.0/)

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Getting Stuck in
Silos

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Channel Expertise
Silos by Peter Miller https://www.flickr.com/photos/pmillera4/12162109155/

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vPeter Miller https://
www.flickr.com/photos/
pmillera4/12162109155/
Namdaemun Market, Seoul Korea by Michael McDonough https://www.flickr.com/photos/mikemcd/3281330927

31. Busy Market in the West Bank https://www.flickr.com/photos/kudumomo/3933236065

33. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!Silos by Peter Miller https://www.flickr.com/photos/pmillera4/12162109155/

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The Big Picture

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Does your organization
have a defined business
strategy?

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Business Strategy
Content Strategy
Communications
Strategy
Web
Social
Media

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Communication !
Strategy
Content !
Strategy
Social!
Strategy

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Content strategy is a:
A. Technique of creating and
distributing content
B. Road map for what you want to
achieve across all communication
channels
C. Way of creating content
D. Made up term by a bunch of
copywriters who were bored one day

39. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Content Strategy
“365-211” c/o www.flickr.com/cmuffins/ under CC BY 2.0 ( https://creativecommons.org/licenses/by/2.0/)

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Who
Identify your audience, where they are, what they want,
where they want it

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What
Define your message - create a message architecture
so you can develop content that supports that message

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Why
Set measurable goals - you can’t gauge success
without them

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Where
When
How
Identify your resources: what you have, what you can
support, where you can engage with most effectiveness

44. Social Media Strategy

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Content Marketing
Content Strategy

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Kristina Halvorson, CEO/Founder of Brain Traffic
Content Marketing
Creating and distributing relevant
and valuable content to attract,
acquire, and engage a clearly
d e fi n e d a n d u n d e r s t o o d
audience with the objective of
driving profitable customer
action.

47. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!

48. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!
!
Get (general) agreement on what you are doing!
Prioritize work!
Spend less time deciding what you will do, more time doing it!
Set stage for governance!

49. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!Silos by Peter Miller https://www.flickr.com/photos/pmillera4/12162109155/

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Membership
Campaign
Case Study

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Exercise
Setting Goals & Metrics

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Non-profits have
business strategies

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What if you don’t get answers
to your strategic questions?

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c/o https://www.flickr.com/photos/infomatique/ under CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0/)

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Social Media
Strategy

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What is a social
media strategy?

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–- Jay Baer, social media content strategist and speaker
“The goal isn’t to be
good at social media;
the goal is to be good
at business because of
social media.”

59. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!
“Evolution of the Aardvark” c/o www.flickr.com/keesey under CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0/)

60. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!

61. Audience!
Message!
Goals!
Resources

62. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!“the audience is shaking (CC)” c/o www.flickr.com/marfis75/ under CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0/)
Audience

63. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!“Stop Look Listen,” c/o www.flickr.com/kevandotorg/ under CC BY 2.0 (https://creativecommons.org/licenses/by/2.0/)

64. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!
“YangMingShansunset”c/owww.flickr.com/alexyo1968CCBY-SA2.0(https://creativecommons.org/licenses/by-sa/2.0)!
ASCE Sunsets Pinterest

65. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!

66. “Onleavingthepark”c/owww.flickr.com/mahalieunderCCBY-SA2.0(https://creativecommons.org/licenses/by-sa/2.0/)

67. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Message
“Message in a bottle” c/o www.flickr.com/aturkus under CC BY 2.0 (https://creativecommons.org/licenses/by/2.0)

68. ASCE’s Membership
Campaign
• Greater good
• Technical Expertise
• Professional Advancement

69. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Goals
“It’s a goal” c/o www.flickr.com/opopododo under CC BY 2.0 (https://creativecommons.org/licenses/by/2.0/)

70. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Metrics
PollingStation”c/owww.flickr.com/chodhound/underCCBY-SA2.0(https://creativecommons.org/licenses/by-sa/2.0/)

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Consumption
Sharing
Lead Gen
Sales
Source: Jay Baer’s A field guide to the 4 types of content marketing metrics

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Resources
/ohttps://www.flickr.com/nadyaunderCCBY2.0(https://creativecommons.org/licenses/by/2.0/)

73. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!“Lottery Winner Mandy Williams” c/o www.flickr.com/montagecomms under CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0/)

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Resources
/ohttps://www.flickr.com/nadyaunderCCBY2.0(https://creativecommons.org/licenses/by/2.0/)

75. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Exercise
Social Strategy

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Busting Silos

77. #MMCConLB1 | @SocialMedia_ite | @Carriehd!
— Sarah Lawler, manager of marketing for the American
Association of Community Colleges
“Silos are formed when we get
caught up in the minutiae. But
if we take a look at 10,000 feet
and 30,000 feet, it is a whole
new perspective.”

78. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!
BeCourteousSharetheRoad”c/owww.flickr.com/bikeunderCCBY-SA2.0(https://creativecommons.org/licenses/by-sa/2.0/)

79. #MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Leverage

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Developing ASCE’s
Social Strategy
Case Study

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Exercise
Busting Silos

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Get Started

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Listen to your
audience

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Meet your audience
where they are, not where
you want them to be

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Rise above the
noise

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Reach for your
goal

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Imagec/oBlendtec’sConsumerPressKit

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Questions?

89. Socialize with Us!
ELIZABETH BOOKHULTZ!
Social Media Specialist, ASCE!
@SocialMedia_ite
CARRIE HANE DENNISON!
Director, Web Operations &
Strategy, ASCE!
@carriehd