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Engaging an Audience with Social Media
This document discusses strategies for engaging audiences through social media and digital media. It begins by defining key terms like memes and different social networking platforms. It then discusses lifestyle media, media curation tools, and ways to measure influence, sentiment and content volume online. The document outlines a 5 step process for developing an effective social media strategy, including setting goals, identifying target audiences, selecting appropriate tools, implementing a strategic plan, and evaluating impact. It emphasizes the importance of setting SMART goals, identifying internal champions, defining activities and responsibilities, and engaging in conversations across different mediums.
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Engaging an Audience with Social Media
- 1.
- 3. MEME 1.) The spreadof culture from person to person. (Dawkins)
- 4. MEME 2.) A picture,probably of a cat, with a caption on it. (Internet)
- 5.
- 6. Innovative communication strategies for greater social impact.
- 10. SOCIAL NETWORKING Tools forconnecting people.
- 11. SOCIAL NETWORKING FACEBOOK LINKEDIN 845 million 135 million TWITTER GOOGLE+ 462 million 90 million
- 12. DIGITAL MEDIA Tools forcreating content.
- 13. DIGITAL MEDIA YOUTUBE FLICKR 4 billion 50 million (views per day) (active users) TUMBLR INSTAGRAM 120 million 1.5 million (active users) (photos submitted daily)
- 14. LIFESTYLE MEDIA Tools foraugmenting life.
- 15. LIFESTYLE MEDIA PANDORA FOURSQUARE 125 million 15 million YELP PINTEREST 22 million 10 million
- 16. MEDIA CURATION Tools fororganizing information.
- 17. MEDIA CURATION GOOGLE STUMBLEUPON` 300 million 20 million REDDIT DIGG 28 million 17 million
- 20.
- 21. RESEARCH Alert Search Track
- 22. MEASURE Influence Sentiment Volume
- 23. EVALUATE What isthe standard? What is being said? Who is connected? How? Who are they connected to?
- 31. HOW DO WE KEEP UP?
- 32. It Takes Time 5hours/week to start listening 10 hours/week to participate 15 hours/week to create buzz 20 hours/week to build community 3-6 months until you see results
- 33. It Takes Resources Creation Graphic Design Upkeep Website Design Blog Posts Press Releases Good Copy Buzz Monitoring Engagement Crisis Response Photography Critical Response Reposts Staff Management Research Community Management
- 34.
- 35. Goals should beS.M.A.R.T. Specific Measurable Achievable Realistic Timely
- 36. Goals should relate backto your purpose. Mission Vision Strategic Plan Tech Plan
- 37. Goals should relateto time. Short-term Mid-term Long-term Vision
- 38. Outcome examples… Increasetraffic from Facebook to our website by 5% in 3 months.
- 39. Outcome examples… Increasesales 20% over last year by November 20th.
- 40. Outcome examples… HaveMother’s Day 5K reposted/retweeted by 6 key social connectors before event.
- 41. STEP 2 IDENTIFY AN AUDIENCE
- 42.
- 43. Identify an Audience Clients
- 44. Identify an Audience Clients Donors
- 45. Identify an Audience Clients Donors Volunteers
- 46. Identify an Audience Clients Donors Volunteers Influencers
- 47. Identify an Audience Customers Investors Employees Influencers
- 48. STEP 3 SELECT A TOOL
- 49.
- 50. Select a Tool Does it meet the goal? What do you want? How much time? How much money?
- 51.
- 52. Develop Capabilities Identify internalchampions Train and support implementers Stay knowledgeable
- 53. Define Activities Identify resourcesrequired Define phases and timeline Establish responsibilities
- 54. Engage in Conversation Selectthe mediums for interaction Provide relevant content Engage the influencers New Media Worksheet at Aids.gov http://blog.aids.gov/downloads/new-media-strategy-map.pdf
- 56. Implementer Innovator Decision-makers And Policies How do we get people there? How many posts per day? What info do they want? Do we use events, causes, …? Outcomes Who in our network is influential? Objectives
- 57. STEP 5 EVALUATE THEIMPACT
- 58.
- 59. Quality Frequency Likes Reposts Retweets Followers References
- 60.
- 62.