Benefiting from the use of social media doesn't start with learning how to use the tools, but understanding why you're using the tools. A single, well-defined objective should be at the heart of your initial strategy.
This document provides an overview of using social media for organizations. It discusses setting social media goals to increase awareness, build attendance, and increase engagement. It also covers choosing the right social media tools and platforms, developing an effective social media strategy and page tips for Facebook. The document emphasizes focusing on customers first and building a community rather than focusing too much on specific tools or platforms. It provides best practices for social media use including posting engaging content regularly and using catchy headlines.
This document discusses best practices for social media engagement and success. It defines success as having engagement and reach, and provides metrics for measuring these, such as comments, likes, shares, and page views. It also discusses how to understand audiences by profiling them, recognizing barriers and incentives to engagement. Tips are given for maximizing engagement, like knowing your audience, providing ways for all user types to engage, putting out great content, modeling engagement, listening to feedback, and continually adapting strategies.
A look at why people share information is perhaps the best place to begin when trying to understand the effects of social networking on people and societies. The New York Times user insight group conducted a survey among 2500 online sharers and among the motivations that participants cited for sharing included: participation, for interaction, passing information, making an impact and professed individual values.
This document discusses marketing an event through effective planning and communication. It emphasizes having a clear strategy and understanding the target audience. Marketing involves telling the story of the event in a way that engages people and builds trust. Different tools like social media, websites and videos should be used depending on how well the audience can access and use them. The goal is to promote visibility, educate people on the values of the event, and ensure it can scale to larger audiences. Effective marketing is needed because simply building an event is not enough - people must be motivated to attend.
FLICS '13 Annual Meeting - Social Media Strategy for Film CommissionsExcelPR Group
This document provides an overview of developing a social media strategy. It begins with introducing the presenter, Erik Deutsch, and establishes that regardless of liking or disliking social media, organizations can leverage it for PR and marketing. It outlines key questions to consider regarding the audience and objectives. The document then covers key social media platforms like Facebook and types of content. It provides two sample plans - one for organizations that dislike social media focused on protection and monitoring, and one for those that like social media focused on active engagement and content creation.
This document provides strategies for establishing an online personal brand using social media. It recommends determining your prominent personality traits, creating a central hub like a blog, maintaining profiles on major social networks like LinkedIn and Twitter, tailoring messages to specific employers, using social media to find jobs, engaging with others in your industry, and monitoring what is said about you online. The overall goal is to build brand awareness and interest in yourself through an active social media presence.
This document provides an overview of using social media for organizations. It discusses setting social media goals to increase awareness, build attendance, and increase engagement. It also covers choosing the right social media tools and platforms, developing an effective social media strategy and page tips for Facebook. The document emphasizes focusing on customers first and building a community rather than focusing too much on specific tools or platforms. It provides best practices for social media use including posting engaging content regularly and using catchy headlines.
This document discusses best practices for social media engagement and success. It defines success as having engagement and reach, and provides metrics for measuring these, such as comments, likes, shares, and page views. It also discusses how to understand audiences by profiling them, recognizing barriers and incentives to engagement. Tips are given for maximizing engagement, like knowing your audience, providing ways for all user types to engage, putting out great content, modeling engagement, listening to feedback, and continually adapting strategies.
A look at why people share information is perhaps the best place to begin when trying to understand the effects of social networking on people and societies. The New York Times user insight group conducted a survey among 2500 online sharers and among the motivations that participants cited for sharing included: participation, for interaction, passing information, making an impact and professed individual values.
This document discusses marketing an event through effective planning and communication. It emphasizes having a clear strategy and understanding the target audience. Marketing involves telling the story of the event in a way that engages people and builds trust. Different tools like social media, websites and videos should be used depending on how well the audience can access and use them. The goal is to promote visibility, educate people on the values of the event, and ensure it can scale to larger audiences. Effective marketing is needed because simply building an event is not enough - people must be motivated to attend.
FLICS '13 Annual Meeting - Social Media Strategy for Film CommissionsExcelPR Group
This document provides an overview of developing a social media strategy. It begins with introducing the presenter, Erik Deutsch, and establishes that regardless of liking or disliking social media, organizations can leverage it for PR and marketing. It outlines key questions to consider regarding the audience and objectives. The document then covers key social media platforms like Facebook and types of content. It provides two sample plans - one for organizations that dislike social media focused on protection and monitoring, and one for those that like social media focused on active engagement and content creation.
This document provides strategies for establishing an online personal brand using social media. It recommends determining your prominent personality traits, creating a central hub like a blog, maintaining profiles on major social networks like LinkedIn and Twitter, tailoring messages to specific employers, using social media to find jobs, engaging with others in your industry, and monitoring what is said about you online. The overall goal is to build brand awareness and interest in yourself through an active social media presence.
Social Media . . . you\'re hearing about it constantly. You\'re even using it to some degree. But, you\'re not really getting a lot of business value out of it. Here\'s a simple model to get you started. I mean, REALLY started.
Meadows Office Furniture Co. is recommending Cort Furniture Rental to help clients with temporary furniture needs such as office renovations, hiring increases, or damaged product replacements. Cort can provide a solution when temporary furniture is needed, fill in when lead times are longer than expected, and create a one-stop shop experience for customers. Choosing Cort over competitors provides name recognition, national coverage, consistent products and services, and options for trade show, residential, and global partnership rentals.
The document provides information about IDS CRONOS, a complete and reliable system for managing aeronautical information from IDS Corporation. It discusses IDS's involvement in aeronautical information management, describing the IDS AIM solution and the logical architecture and software of IDS CRONOS. The system aims to provide benefits such as integrated communication between systems and flexibility to meet future requirements.
Social Media and Social Networking:
What is the business benefit for me?
How do I get started? What tools should I use?
What could go wrong if I just “get it out there” without a strategy?
How much effort is this going to take? _How do I manage it?
How do I know if I’m successful?
Social marketing in the digital age 2.0 - CPRSHeather Davis
This document provides tips and strategies for developing an effective social media and digital marketing plan. It discusses exploring different marketing approaches, discovering what works for other businesses, and creating an action plan. Specific social media platforms like Pinterest, Instagram, and HootSuite are described. The document emphasizes learning about your audience and voice. Sample infographics, hashtags, and events are shown as ways to engage audiences online.
This document discusses social media marketing and connecting marketing efforts across online and offline platforms. It recommends uploading advertisements and public relations content to social media sites like Facebook, Twitter, and LinkedIn to bridge affordable advertising and public relations. It also suggests building an online and offline networking strategy to combine networking efforts. Finally, it notes the benefits of hiring a social media expert versus doing marketing yourself, such as having a strategic plan and avoiding costly mistakes.
Presentation looking at the intersection of Social Media, New Media and PR that come together to create "New PR" and what it means for the Nonprofit sector.
This document provides guidance on developing an effective social media and engagement marketing strategy. It outlines key questions to consider around objectives, audience, and metrics. It also recommends developing a strategic plan involving listening, participating, sharing content and calls to action across platforms like blogs, Facebook, Twitter and LinkedIn. The document concludes with tips on keeping objectives in mind, getting involved, having a clear message and being human in social media engagements.
The document discusses strategy and tactics for social media engagement. Strategy involves identifying target audiences and goals, and developing clear messages. Tactics involve understanding how audiences learn and where they are online, and identifying optimal times for engagement. Both strategy and tactics should be reality-checked for accuracy and achievability. The best practices recommend developing strategy before choosing tools, integrating across platforms, and creating a documented strategy with goals and timelines.
The document provides strategies for developing a successful social media presence, including establishing a clear brand and defining one's vision, mission, values, and target audience. It recommends choosing 1-2 primary social media platforms to focus on, developing a content strategy to regularly share relevant and engaging posts, and maintaining consistency to build an engaged following through ongoing commitment. The key is to have a well-defined strategy and plan of action to guide social media activities.
Social Marketing in the Digital Age: 2.0Heather Davis
The document provides an overview of marketing strategies for exploring, discovering, and creating an effective social media presence. It discusses exploring conventional and digital marketing approaches, discovering audience needs, and creating an action plan. Specific tactics covered include using social media platforms like Pinterest, Instagram, and HootSuite, as well as creating infographics, events, and other content. The goal is to help businesses join the 74% of online adults using social media and make their marketing more interactive, relevant and effective.
This presentation is given on the 6th of July 2010 at de Haagse Hogeschool to students of International Communication Management.
The topics which are being discussed are Interactive PR & Corporate Reputation Management from the Social Media perspective and my view.
How content strategy supports communications strategy, by Diana RailtonDRCC
The document discusses how content strategy supports communications strategy. It argues that communications professionals are redefining their roles to incorporate more integrated and collaborative approaches. Content strategy must be fully integrated into communications strategy to help organizations effectively share messages and achieve measurable business goals. The document also outlines key elements that should be included in communications strategies, such as objectives, targeted channels, tactics, and metrics for evaluation.
An Introductory Guide to Social Media MarketingSlideBee
Every opportunity you get to say what you must say is valuable. Increasing your visibility is the first step towards capturing that oh-so-important attention of your target market. And your social media networks are just new channels for your brand’s voice and content. It simultaneously makes yourself more accessible to the new customers, and makes you more familiar and recognizable for existing customers.
Social media is not the “next big thing” you have been hearing from marketers. Not anymore.
It is THE BIG THING.
So, we at SlideBee are giving you an opportunity to take a ride alongside us and experience what social media marketing is all about!
1. The document provides an overview of a social media strategy class for real estate professionals. It discusses the importance of social media for real estate transactions and brands.
2. It outlines the key components of an individual's social media profile, content, and network as the foundation for their personal brand.
3. A social media survival guide is presented, including choosing appropriate tools and platforms to build an online presence and engage audiences.
Social Media . . . you\'re hearing about it constantly. You\'re even using it to some degree. But, you\'re not really getting a lot of business value out of it. Here\'s a simple model to get you started. I mean, REALLY started.
Meadows Office Furniture Co. is recommending Cort Furniture Rental to help clients with temporary furniture needs such as office renovations, hiring increases, or damaged product replacements. Cort can provide a solution when temporary furniture is needed, fill in when lead times are longer than expected, and create a one-stop shop experience for customers. Choosing Cort over competitors provides name recognition, national coverage, consistent products and services, and options for trade show, residential, and global partnership rentals.
The document provides information about IDS CRONOS, a complete and reliable system for managing aeronautical information from IDS Corporation. It discusses IDS's involvement in aeronautical information management, describing the IDS AIM solution and the logical architecture and software of IDS CRONOS. The system aims to provide benefits such as integrated communication between systems and flexibility to meet future requirements.
Social Media and Social Networking:
What is the business benefit for me?
How do I get started? What tools should I use?
What could go wrong if I just “get it out there” without a strategy?
How much effort is this going to take? _How do I manage it?
How do I know if I’m successful?
Social marketing in the digital age 2.0 - CPRSHeather Davis
This document provides tips and strategies for developing an effective social media and digital marketing plan. It discusses exploring different marketing approaches, discovering what works for other businesses, and creating an action plan. Specific social media platforms like Pinterest, Instagram, and HootSuite are described. The document emphasizes learning about your audience and voice. Sample infographics, hashtags, and events are shown as ways to engage audiences online.
This document discusses social media marketing and connecting marketing efforts across online and offline platforms. It recommends uploading advertisements and public relations content to social media sites like Facebook, Twitter, and LinkedIn to bridge affordable advertising and public relations. It also suggests building an online and offline networking strategy to combine networking efforts. Finally, it notes the benefits of hiring a social media expert versus doing marketing yourself, such as having a strategic plan and avoiding costly mistakes.
Presentation looking at the intersection of Social Media, New Media and PR that come together to create "New PR" and what it means for the Nonprofit sector.
This document provides guidance on developing an effective social media and engagement marketing strategy. It outlines key questions to consider around objectives, audience, and metrics. It also recommends developing a strategic plan involving listening, participating, sharing content and calls to action across platforms like blogs, Facebook, Twitter and LinkedIn. The document concludes with tips on keeping objectives in mind, getting involved, having a clear message and being human in social media engagements.
The document discusses strategy and tactics for social media engagement. Strategy involves identifying target audiences and goals, and developing clear messages. Tactics involve understanding how audiences learn and where they are online, and identifying optimal times for engagement. Both strategy and tactics should be reality-checked for accuracy and achievability. The best practices recommend developing strategy before choosing tools, integrating across platforms, and creating a documented strategy with goals and timelines.
The document provides strategies for developing a successful social media presence, including establishing a clear brand and defining one's vision, mission, values, and target audience. It recommends choosing 1-2 primary social media platforms to focus on, developing a content strategy to regularly share relevant and engaging posts, and maintaining consistency to build an engaged following through ongoing commitment. The key is to have a well-defined strategy and plan of action to guide social media activities.
Social Marketing in the Digital Age: 2.0Heather Davis
The document provides an overview of marketing strategies for exploring, discovering, and creating an effective social media presence. It discusses exploring conventional and digital marketing approaches, discovering audience needs, and creating an action plan. Specific tactics covered include using social media platforms like Pinterest, Instagram, and HootSuite, as well as creating infographics, events, and other content. The goal is to help businesses join the 74% of online adults using social media and make their marketing more interactive, relevant and effective.
This presentation is given on the 6th of July 2010 at de Haagse Hogeschool to students of International Communication Management.
The topics which are being discussed are Interactive PR & Corporate Reputation Management from the Social Media perspective and my view.
How content strategy supports communications strategy, by Diana RailtonDRCC
The document discusses how content strategy supports communications strategy. It argues that communications professionals are redefining their roles to incorporate more integrated and collaborative approaches. Content strategy must be fully integrated into communications strategy to help organizations effectively share messages and achieve measurable business goals. The document also outlines key elements that should be included in communications strategies, such as objectives, targeted channels, tactics, and metrics for evaluation.
An Introductory Guide to Social Media MarketingSlideBee
Every opportunity you get to say what you must say is valuable. Increasing your visibility is the first step towards capturing that oh-so-important attention of your target market. And your social media networks are just new channels for your brand’s voice and content. It simultaneously makes yourself more accessible to the new customers, and makes you more familiar and recognizable for existing customers.
Social media is not the “next big thing” you have been hearing from marketers. Not anymore.
It is THE BIG THING.
So, we at SlideBee are giving you an opportunity to take a ride alongside us and experience what social media marketing is all about!
1. The document provides an overview of a social media strategy class for real estate professionals. It discusses the importance of social media for real estate transactions and brands.
2. It outlines the key components of an individual's social media profile, content, and network as the foundation for their personal brand.
3. A social media survival guide is presented, including choosing appropriate tools and platforms to build an online presence and engage audiences.
The document discusses using a holistic "Paid, Owned, Earned" (POE) model for guiding brands through social media. It states that a one-dimensional communications strategy is not effective and that disseminating messages relies on converging paid, owned, and earned media tactics. It asserts that the whole of the POE communications model is greater than the sum of its individual parts, and taking a holistic POE approach can help consolidate return on investment.
How you can make Mossimo look as trendy as True ReligionShanna Smith
This session will provide insight into why social media should be part of your CVB communication strategy, suggested tools for specific audiences, ways to measure success and overall best practices of new technology. Our case study approach will cover QR codes, social check-in apps, mobile websites and more. Whether you're a large bureau or a small bureau, one (wo)man show or entire department, you'll soon see that social media has leveled the playing field for everyone - especially in the budget department. It's not out of reach and we'll show you why! Veronica Maldonaldo, Denton CVB & Shanna Smith Snyder, Abilene CVB. #TACVB
The document outlines a social media strategy plan including an analysis of internal and external factors, objectives, and strategies. It discusses identifying target audiences, setting objectives for listening, talking, energizing, supporting and embracing audiences. Specific strategies are proposed for each objective including blogging, community building, forums, and crowdsourcing. The plan also includes timelines and budgets for short and long term objectives.
Social media strategies and tactics for the job searchPhilippe Gadeyne
Recruiters and hiring managers are increasingly using social media to reach out to candidates.
In 2012, 92% of recruiters surveyed by Jobvite stated that they used social media to support their recruitment effort, 73% stated that they hired a candidate identified through social media
This workshop is designed tol help job seekers understand and leverage social media platforms to harness this growing trend
Key topics:
What is social media?
Understanding social recruiting/social job search
Understanding the main platforms in the context of the job search
Social job search strategies and tactics
What happens in Vegas… ends up on social media, find out what may hurt your search
Integrating social media in your overall job search strategy
Identifying the platforms that fit your job search strategy
Developing and managing your online brand
Segmenting your databases to target your audiences
Optimizing your profile for searches
Establishing your expertise
Strategically growing your network
Out of sight out of mind: Staying front and center
Tools to help you maximize your social media time
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
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Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Building Your Employer Brand with Social MediaLuanWise
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5. Monitor and Listen Engage Prepare to Listen “ WHY” = Strategy ROI Establish your online presence Keywords State your objective What? Who/Where? When? Measure
6.
7.
8. Prepare to Listen HOW to build your STRATEGY Establish your online presence Keywords
9. Monitor and Listen Prepare to Listen HOW to build your STRATEGY Establish your online presence Keywords
10. Monitor and Listen Prepare to Listen HOW to build your STRATEGY Establish your online presence Keywords State your objective What? Who/Where? When?
11. Monitor and Listen Engage Prepare to Listen HOW to build your STRATEGY Establish your online presence Keywords State your objective What? Who/Where? When?
12. Monitor and Listen Engage Measure Prepare to Listen ROI HOW to build your STRATEGY Establish your online presence Keywords State your objective What? Who/Where? When?
13. Monitor and Listen Engage Measure Prepare to Listen ROI HOW to build your STRATEGY Establish your online presence Keywords State your objective What? Who/Where? When?
14. Closing the Gap Between “How” and “Why?” Choose & use the tools Identify what you want Know who you want to talk to Be where you need to be s o c i a l m e d i a
15. OnLine BLOGS NETWORKS video twitter podcasts YouTube SOCIAL WIKIS forums communities facebook microblogging podcasts NETWORKS WIKIS video twitter CONNECTED apps mobile comment CHAT Prepared and Narrated by Debi Davis 3D Communications www.DebiDavisDriven.com Recorded and Presented by www.PCConferencing.com
Editor's Notes
I am a communication coach and consultant who specializes in communication theory and strategy Social media is having a revolutionary impact on the communication industry. I say “revolutionary” because our traditional communication methods and processes are changing as a result of social media. It’s not just a matter of learning how to use new tools, but how to communicate differently. I believe we can do that by asking ourselves some questions to help articulate “why” we are using social media. Discovered the why was more important, and maybe a bit more difficult than the how We’ll start out with a quick review of the “how” and we’ll talk about how each of you are using it. We’ll talk about “why” you’re using social media, and why having a well-defined objective and strategy will increase your effectiveness . . . and just as importantly, your efficiency . . . when it comes to using social media. We’ll talk more about your strategy – getting back to the how, but his time focusing not on how to use the tools, but how to create a strategy that will guide your use of the tools: which tools to use, who you reach through those tools, the kinds of communities and conversations you engage with, etc.
When it comes to social media, the path of discovery is probably a little different for each of us. Let’s start out with a quick show of hands of who is currently using some form of social media – either for personal use or for business use (or at least has created an account). How did you decide on which social media tools to use? How did you learn how to use those tools? What have you learned about how others are using them, and how did you learn about what others are doing?
I’ve listed only a few of the social media tools that are available – there are literally hundreds, and the options increase almost daily. This picture, however, represents several of the major social media categories: Social networks, blogs, content communities, and microblogs Learning how to use these tools can certainly be done on your own, or you can take classes. You learn how To search To connect To share What else have you learned about Social Media? You can reach A LOT of people You can find A LOT of information EVERYBODY is doing it It’s FUN It takes TIME Most of those might be considered good reasons to use social media, at least on a personal basis.
So let’s talk about why YOU are using social media. Can you articulate your reason in one sentence? Do you have more that one reason for using social media? Why do you think others are using it? You know people who are using it to Stay connected with friends and family Coordinate causes and interest groups Promote their small business or public interest There are businesses that are using social media for Sales Reputation Management / Public Relations Customer Service Research and Development Corporate Communications Marketing . . . and other areas But the questions remains: why? Because you can reach A LOT of people Because ou can find A LOT of information Because EVERYBODY is doing it Because it’s FUN? Because it takes TIME? If you’re thinking about using SM for business, this is when it’s important to close the gap between the How and the Why. There are two elements that need to be addressed directly: Fun Time
Let’s look at time, first. Your plan will include allocation of budget – if not financial, then time. Your reason for WHY you’re using social media is at the heart of your Strategy. It is essentially your OBJECTIVE for using social media. Your objective: Should be well-defined, and if possible, singular. Be able to answer questions about what, who and where, and when. We’ll dig into those a little deeper in a couple minutes. Should reflect and be closely aligned with your other business strategies. For example, if you currently market B2B, then your target audience will be other businesses (rather than consumers) Aim to lead your industry in innovation, the audiences and conversations you seek will be among people who are familiar with your offering. You will know early into the process what success indicators you’re aiming for – so you can measure ROI and make periodic adjustments to your strategy if necessary. While there are several steps to this process, (and it is an “iterative” process?), it’s helpful to review it as a whole so you understand the context and can keep the end in mind.
You already know how . . . Or at least you have know how to learn how. Now, let’s close the gap between the HOW and the WHY so that you can get real value out of using social media.
We begin with establishing an online presence for a number of reasons: Almost everyone already has an online presence, or they’re dying to have one. (Remember having to learn music theory before getting to pick up the guitar or sit at the piano? Ugh!) Because SM is a relatively new business tool, it would be hard to formulate objectives for using it if you didn’t have at least a basic understanding of what it is. (Knowing the “how” really does help to understand the “why.”) Having an online presence can be harmless – particularly if you resist the urge to engage too early. You’re here to LISTEN You can find the best place to listen by doing some searching Keywords Search tools and apps (maybe provide a handout with some information about this)
Monitoring, listening . . . Lurking. Call it what you want. Actively use your search techniques. Start following and joining if you like, but resist the urge to engage in conversation Watch for what you don’t like, who is doing this well, what you find VALUABLE . . . Make some notes Preview the next step while you’re still in the listening mode . . . this will help you listen with more purpose.
This is the crux of your STRATEGY. Refer back to Slide #6. Knowing WHY you’re using SM can be best defined by answering questions such as: What do you want to do or know? want others to do or know? What do you want your social media relationships to look like? (How do you want your relationships with your customers to change?) What are you looking for – reactions? Involvement? Answers? Notoriety? I.e., what do you hope to get out of SM? What are your customers ready for? Who do you want to reach, and where are those conversations taking place? Who is already using social media that you know: customers, target market, your employees? (Use Forrester’s Technographics Profile Tool to find out where your customers and target market have social media communities.) Who i n your organization will be responsible for SM efforts? When will you know you’re involved in the right communities? When will you know you’re feeling the impact of your SM efforts? When will you know you’re successful? By when do you need to see positive results? State your objective(s). The Groundswell’s five primary objectives: listening, talking, supporting, energizing and embracing. Based on the answers to the above questions, identify the metrics that will help you to target and monitor your ROI.
NOW it’s time to get involved. But HOW? Conversation Index Fine-tune your selection of SM platforms and forums
Keep an eye on your metrics for measuring Your involvement Amount of money Amount of time Your results As defined in the statement of your objective; e.g., Hits on your website Number of RFQs Number of customer inquiries Sales Number of fans/followers/friends Reductions of customer complaints Value of market research
That brings us to the conclusion of Closing the Gap between “how” to use social media and “why” to use social media. We filled the gap by recognizing that while many of us started the process of using social media by choosing and using some of the tools, we still question exactly why we’re using them and how to get the most out of them. Being able to say “why” we’re using social media means having a well-defined objective and strategy. Some of the factors involved are: Identify what you want – at least to get started, limit yourself to one objective. And if you have existing business strategies, your objective for using social media should be well aligned . Know who you want to talk to – your target market? Your existing customers? Other experts in your industry? – again, keep this narrow and well-defined Find out where you need to be – not just which SM platforms to use, but which communities to access using those platforms. You may come up with other ways to identify and articulate the reason why you’re using social media. The point, though, is that by knowing why, you’ll know how to go about it.