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Be a Social Media Super Hero
#SocialSuperHero
Presented by Lisa Peyton
10 years experience in digital

•Teacher
•Writer and Blogger
•Social Media Strategist
•Executive Social Media Coach
•Student

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
What I know about you…
•
•
•
•
•
•
•
•
•

Want to learn more about social media
BUSY professional women
Do I even have time for social media?
What’s the value?
What will I ‘say’ on social media?
I don’t know enough to get started.
Overwhelmed by all the options!
I don’t have a strategy or plan for social
media.
Other challenges?

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Go from this…

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
To this…

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
What I hope to leave you with:
• PROVE the value of social media
• New approach to online identity
• Social media opportunities and
benefits
• Outline for social media strategy and
plan
• Tools of the trade
• Ongoing support and additional
resources
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide
Leave feeling:
•
•
•
•
•

Confident
Inspired
Hopeful
Heroic
Supported!

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Why online?
• People ARE looking for you online
• 97% of consumers use online media*
BEFORE buying products and
services
• ‘Word of Mouth’ businesses STILL
need to build online presence
• Employers, prospects, clients,
colleagues, friends, blind dates,
*http://www.biakelsey.com/company/press-releases/100310-nearly-all-consumers-now-use-online-media-to-shopneighbors ARE ‘Googling’ YOU
locally.asp
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Find this?

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Might as well do this…

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Your ONLINE identity IS REAL
• Can’t ignore ‘virtual’ any longer
• Everyone is connected and looking
online
• Many first impressions are digital
• Multiple roles, multiple identities – our
REAL lives are just one window among
many
• Digital worlds and ‘real’ worlds colliding
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Only years away from this:

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
5 Benefits Unique to Social
Media

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
1) You can control your digital self – Who do you
want to be? What do you want your brand to be?

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
2) The power of weak ties and increased social
capital.
Research shows people are more likely to
get jobs from friends of friends, rather
than immediate friends.

social capital is the expected
collective or economic benefits
derived from the preferential
treatment and cooperation
between individuals and
groups.

Research shows that the more time people spend online the more in-person
contact they have, thus positively enhancing social capital.

*http://www.psychologytoday.com/blog/positively-media/200903/why-linkedin-works
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
3) No more gatekeepers – you are your own
publisher.

Low Cost
High Reach

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
3) Crowdfunding - No money, no problem!

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
4) Access to influencers, thought-leaders and
firestarters.

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
5) Level Playing Field – People more powerful
than corporations on social networks.

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Social Strategy – THE PLAN
1) RESEARCH
2) PLANNING
3) LISTENING & ENGAGEMENT
4) COMMITMENT & ACCOUNTABILITY

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Part 1: Research

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Why do you need a strategy
anyway?
•
•
•
•

What are you trying to accomplish?
Who are you trying to reach?
Which social media platforms will be most
effective?
How will you define success?

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
S. N. A. P. – Social Need Action Plan

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
YOU – Self Discovery
•WHO are you?
•What are your PIT’s? (Passions,
Interests and talents?)
•What are your professional goals?
•What do you have to offer?
•What is your current digital
footprint?
•What is your signature story?
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Workshop: Google Yourself
1) Go to the Google AdWords Preview
Tool:
https://adwords.google.com/d/AdPr
eview/
2) Google Variations of your name
and/or your company name.
3) Are you on the first page?
4) Are all results positive?
5) Record your results on the Planning
Guide Spreadsheet ‘Research’ tab.

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
SMART Goals and Objectives
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What do you want to accomplish?
Is it measurable?
Is it time-sensitive?
Does it help you meet your overall career and business
objectives?
Can have more than one social media objective

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
My 2014 Objectives
Social Media Objective 1:
Grow, engage and learn
from my professional
network by posting
provocative and valuable
information online.

Social Media Objective 2:
Build stronger
relationships with my
personal network by
reading their updates and
sharing my own.

Measureable Outcome:
25% increase in overall
followers, fans and
connections and 25%
increase in engagement by
Dec 31, 2014.

Measureable Outcome:
100% increase in my
engagement rate with my
friends updates by Dec 31,
2014.

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Part 2: Planning - Building Your
Roadmap

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Defining Your Audience
Segments
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•
•
•

•

Review your research, goals and objectives.
WHO are you speaking to?
Determine specific categories of similar audience
members
They can include: colleagues, potential clients,
potential employers, friends, family, book club
members or any group that you are directly
associated with.
Within each of the segments listed above there
may be additional sub-segments

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
My target segments
Professional Peers
•Strategists
•Bloggers
•Community Managers

My Students
• Current students
•Alumni
•Program administration

Local Friends
• Friends
•Family
•Portland-based

Out-of-towners
•Friends
•Family
• NOT in Portland

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Social Media Channels
•

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Definition via Wikipedia: Platforms on
which people create, share, and/or
exchange information and ideas.
Hundreds of popular social media
platforms
Which ones interest you? (P.I.T.’s)
Which ones house your target audience?
Which ones will help you meet your
objectives?

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Channel Selection
• WHO – Is your target audience using
the platform?
• WHAT – Align the type of media on
each platform with your own interests.
• WHY – Does engaging on this channel
MEET your overall objective?

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Part 3: Listening and Engagement
Strategy

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
You’ve GOT to Listen
• Social media is all about conversation.
• Dinner party metaphor – NOBODY wants to
sit next to the guy who can’t stop talking
about himself.
• Listening, commenting and sharing other
peoples content needs to be part of your
strategy.
• Develop a listening strategy for each channel
you engage on.
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Listening Strategy
• Schedule time to ‘listen’ on each channel you’ve
selected.
• Be sure you’re updated EVERY time someone
engages with you or your content on social
media.
• Respond to those that comment, like or share
your content.
• Consistently scan social media channels for
updates from your network that interest you.
Comment, like and share. BE AUTHENTIC!
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
HOW to Listen
• Google Alerts – Google will email you whenever
someone uses your name, your company name or
mentions a topic of interest to you.
• Email Updates – Review social platform settings to
ensure you get an email when someone engages with
your content or mentions you on Twitter.
• Phone Apps – Use social platform mobile apps to
‘listen’ to your channels when you’re on the go.
• Social Dashboard – Create a social media listening
dashboard using a 3rd party tool like Hootsuite.

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Engagement Strategy
• Once you’re comfortable ‘listening’ it’s time to
ENGAGE.
• Plan posts based upon your audience’s NEEDS –
S.N.A.P.
• Discussion questions and rich media make the most
engaging posts.
• Determine the frequency of your updates on each of
your selected social media channels.
• Be realistic in terms of your time commitment.
• Customize - Test different frequency schedules to
determine which resonates with your audience. There
is NO standard formula that works for everyone.

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
S. N. A. P. – Social Need Action Plan

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Part 4: Commitment and
Accountability

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
But is it working?
•
•
•
•
•

After research, planning and posting – it’s time to
determine if you’re connecting.
Social media provides real-time feedback from
your target audience.
Tracking key performance indicators or KPI’s over
time is the BEST way to determine effectiveness
KPI’s should be based upon your objectives and
limited to only actionable metrics.
Track at LEAST monthly

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Choosing Your Metrics
•
•
•
•

Should be fairly painless if you have clearly
defined objectives.
Engagement Metrics: Comments, ‘likes, +1’s,
reshares, RT’s, video views, downloads
Growth or Reach Metrics: # of fans, followers,
likers, etc.
Unless you want to spend HOURS tracking,
make this a short list

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
My 2014 Objectives and KPI’s
Social Media Objective 1:
Grow, engage and learn from
my professional network by
posting provocative and
valuable information online.

Social Media Objective 2:
Build stronger relationships
with my personal network by
reading their updates and
sharing my own.

Metrics:
•Overall # of followers, fans,
‘likers’, etc.
•Engagement rate on each
platform (# of rt’s, comments,
likes, shares)
•Klout Score

Metrics:
• # of times I
comment, like, share, etc.)
• # of times they
comment, like, share, etc.)

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
My Metrics – Tracked Monthly
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•
•
•
•
•
•

# of LinkedIn Connections
# of Instagram Followers
#of Twitter Followers
#of Google+ Circlers
Klout Score
# of RT’s, replies, mentions on Twitter over the last month
(Tweetreach or Hootsuite)
# of comments, shares, likes from my personal connections
on Facebook over the last month (Facebook insights)

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
TOOLS of the Trade: ‘A workman is
only as good as her tools’

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Tools Covered:
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•
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•
•
•
•
•
•
•

Hashtags
Twitter.com
Hootsuite.com
Vizify.com
Flipboard.com
Followerwonk.com
Tweetreach.com
Newsle.com
RebelMouse.com
Klout.com

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
What these tools can do for you
•
•
•
•
•
•

Save you time
Help to measure your success
Save you money
Streamline your social media updates
Provide valuable insight
Provide compelling content to share
with your network

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
#Hashtags
• Not just on Twitter anymore – Google+,
Facebook, Instagram and other platforms employ
them.
• Hashtag – A word or phrase preceded by the #
symbol that helps people find and join
conversations about a particular topic.
• Research and follow hashtags relevant to your
objectives – #socialmedia #coaching #PDXDMS
#pdxBCB #digitalstrategy #marketing
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Twitter
• GREAT content source
• Regularly follow relevant and active hashtags
• Create lists of influencers and thought-leaders
in your industry
• Add lists and hashtags to your listening
dashboard
• RT with relevant hashtag can provide value

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
My Twitter Lists:
Media Psychology
Scholars, psychologists,
bloggers and journalists
talking about media
psychology.
Newsies:
Social media and tech
editors and journalists.
Potential writers who may
be interested in publishing
my articles.

PEYTON MEDIA MANAGEMENT

DC Family:
Family and friends from my
hometown.
Transmedia Storytellers:
Professionals working to
create transmedia
experiences.

Social Media Planning Guide
Hootsuite
• My FAVORITE low-cost social media dashboard tool
• Manage and connect with over 35 networks including
Facebook, Instagram, Twitter, Google+, YouTube and
LinkedIn
• Pro plans starting at $8.00 per month
• FREE option
• GREAT mobile phone app – manage social media away
from your desktop
• Hootsuite University – AMAZING tutorials about how
to configure and use the tool
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
My Hooty Dashboard:

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
My Hooty Mobile Dashboard:

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
• Standard Vizify accounts create a DYNAMIC
online social media bio
• Can be added to website, email
signature, anywhere
• Vizify Premium comes with a custom
domain, yourname.com, and hosts your Vizify
bio.
• Plans start at $7.00 per month
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Flipboard
iPhone share
feature

• AMAZING mobile app that allows you to FIND and share compelling
content – iOS, Android, Windows, Blackberry, Kindle Fire and NOOK
• Can update multiple accounts –
Twitter, Facebook, Google+, LinkedIn, tumblr, Flickr, Instagram

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
• Followerwonk owned by moz.com
• Free and paid version
• Analyze feature allows you to slice your
Twitter followers into actionable segments
• Search for Twitter influencers in your industry
• Find the most active hours of your current
followers
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
• Free report offers up Twitter data for the past
week
• Pro reports start at $84 per month
• Shows estimated reach, impressions, replies,
retweets, top contributors and most
retweeted tweets
• GREAT tool to help determine WHICH content
is valuable to your audience
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Newsle email
updating me
about LinkedIn
contacts’
content

• Tool that sends content from your Facebook friends or
LinkedIn connections to your inbox
• Tweet/Share link with author’s Twitter ID from your inbox
with one click
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Easily
customizable
webpage
content
sourced from
social media
profiles

• Social hub content aggregator
• Can create standalone website, $10.00 per month – integrates with
MailChimp to provide seamless email/newsletter functionality
• Pulls all social media updates into website or blog ready format
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
• Klout provides a ‘score’ to help determine
influence
• You can connect all your social channels with
Klout to help increase your score
• Klout now helps you ENGAGE by curating
content your followers may find valuable

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Additional Resources and Ongoing
Support – www.lisapeyton.com/store
USE discount code:
PDXFX for 50% off my
online course!
• Four video presentations on Planning Your
Strategy
• Listen on your smartphone, iPad or at your
desktop
• Hands-on workshops
• PDF Library filled with dozens of hands-on
resources and guides
• Ongoing LinkedIn Group – Be a Social Media
Super Hero – created JUST for my online students

PEYTON MEDIA MANAGEMENT

Social Media Planning Guide
Contact: lisa.peyton@gmail.com
Website: www.lisapeyton.com
Twitter: @LisaPeyton
Slides: http://www.slideshare.net/lisapeyton
PEYTON MEDIA MANAGEMENT

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#SocialSuperHero Be a Social Media Super Hero Presentation for Portland Female Executives

  • 1. Be a Social Media Super Hero #SocialSuperHero Presented by Lisa Peyton
  • 2. 10 years experience in digital •Teacher •Writer and Blogger •Social Media Strategist •Executive Social Media Coach •Student PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 3. What I know about you… • • • • • • • • • Want to learn more about social media BUSY professional women Do I even have time for social media? What’s the value? What will I ‘say’ on social media? I don’t know enough to get started. Overwhelmed by all the options! I don’t have a strategy or plan for social media. Other challenges? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 4. Go from this… PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 5. To this… PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 6. What I hope to leave you with: • PROVE the value of social media • New approach to online identity • Social media opportunities and benefits • Outline for social media strategy and plan • Tools of the trade • Ongoing support and additional resources PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 8. Why online? • People ARE looking for you online • 97% of consumers use online media* BEFORE buying products and services • ‘Word of Mouth’ businesses STILL need to build online presence • Employers, prospects, clients, colleagues, friends, blind dates, *http://www.biakelsey.com/company/press-releases/100310-nearly-all-consumers-now-use-online-media-to-shopneighbors ARE ‘Googling’ YOU locally.asp PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 9. Find this? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 10. Might as well do this… PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 11. Your ONLINE identity IS REAL • Can’t ignore ‘virtual’ any longer • Everyone is connected and looking online • Many first impressions are digital • Multiple roles, multiple identities – our REAL lives are just one window among many • Digital worlds and ‘real’ worlds colliding PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 12. Only years away from this: PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 13. 5 Benefits Unique to Social Media PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 14. 1) You can control your digital self – Who do you want to be? What do you want your brand to be? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 15. 2) The power of weak ties and increased social capital. Research shows people are more likely to get jobs from friends of friends, rather than immediate friends. social capital is the expected collective or economic benefits derived from the preferential treatment and cooperation between individuals and groups. Research shows that the more time people spend online the more in-person contact they have, thus positively enhancing social capital. *http://www.psychologytoday.com/blog/positively-media/200903/why-linkedin-works PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 16. 3) No more gatekeepers – you are your own publisher. Low Cost High Reach PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 17. 3) Crowdfunding - No money, no problem! PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 18. 4) Access to influencers, thought-leaders and firestarters. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 19. 5) Level Playing Field – People more powerful than corporations on social networks. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 20. Social Strategy – THE PLAN 1) RESEARCH 2) PLANNING 3) LISTENING & ENGAGEMENT 4) COMMITMENT & ACCOUNTABILITY PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 21. Part 1: Research PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 22. Why do you need a strategy anyway? • • • • What are you trying to accomplish? Who are you trying to reach? Which social media platforms will be most effective? How will you define success? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 23. S. N. A. P. – Social Need Action Plan PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 24. YOU – Self Discovery •WHO are you? •What are your PIT’s? (Passions, Interests and talents?) •What are your professional goals? •What do you have to offer? •What is your current digital footprint? •What is your signature story? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 25. Workshop: Google Yourself 1) Go to the Google AdWords Preview Tool: https://adwords.google.com/d/AdPr eview/ 2) Google Variations of your name and/or your company name. 3) Are you on the first page? 4) Are all results positive? 5) Record your results on the Planning Guide Spreadsheet ‘Research’ tab. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 26. SMART Goals and Objectives • • • • • What do you want to accomplish? Is it measurable? Is it time-sensitive? Does it help you meet your overall career and business objectives? Can have more than one social media objective PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 27. My 2014 Objectives Social Media Objective 1: Grow, engage and learn from my professional network by posting provocative and valuable information online. Social Media Objective 2: Build stronger relationships with my personal network by reading their updates and sharing my own. Measureable Outcome: 25% increase in overall followers, fans and connections and 25% increase in engagement by Dec 31, 2014. Measureable Outcome: 100% increase in my engagement rate with my friends updates by Dec 31, 2014. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 28. Part 2: Planning - Building Your Roadmap PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 29. Defining Your Audience Segments • • • • • Review your research, goals and objectives. WHO are you speaking to? Determine specific categories of similar audience members They can include: colleagues, potential clients, potential employers, friends, family, book club members or any group that you are directly associated with. Within each of the segments listed above there may be additional sub-segments PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 30. My target segments Professional Peers •Strategists •Bloggers •Community Managers My Students • Current students •Alumni •Program administration Local Friends • Friends •Family •Portland-based Out-of-towners •Friends •Family • NOT in Portland PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 31. Social Media Channels • • • • • Definition via Wikipedia: Platforms on which people create, share, and/or exchange information and ideas. Hundreds of popular social media platforms Which ones interest you? (P.I.T.’s) Which ones house your target audience? Which ones will help you meet your objectives? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 32. Channel Selection • WHO – Is your target audience using the platform? • WHAT – Align the type of media on each platform with your own interests. • WHY – Does engaging on this channel MEET your overall objective? PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 33. Part 3: Listening and Engagement Strategy PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 34. You’ve GOT to Listen • Social media is all about conversation. • Dinner party metaphor – NOBODY wants to sit next to the guy who can’t stop talking about himself. • Listening, commenting and sharing other peoples content needs to be part of your strategy. • Develop a listening strategy for each channel you engage on. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 35. Listening Strategy • Schedule time to ‘listen’ on each channel you’ve selected. • Be sure you’re updated EVERY time someone engages with you or your content on social media. • Respond to those that comment, like or share your content. • Consistently scan social media channels for updates from your network that interest you. Comment, like and share. BE AUTHENTIC! PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 36. HOW to Listen • Google Alerts – Google will email you whenever someone uses your name, your company name or mentions a topic of interest to you. • Email Updates – Review social platform settings to ensure you get an email when someone engages with your content or mentions you on Twitter. • Phone Apps – Use social platform mobile apps to ‘listen’ to your channels when you’re on the go. • Social Dashboard – Create a social media listening dashboard using a 3rd party tool like Hootsuite. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 37. Engagement Strategy • Once you’re comfortable ‘listening’ it’s time to ENGAGE. • Plan posts based upon your audience’s NEEDS – S.N.A.P. • Discussion questions and rich media make the most engaging posts. • Determine the frequency of your updates on each of your selected social media channels. • Be realistic in terms of your time commitment. • Customize - Test different frequency schedules to determine which resonates with your audience. There is NO standard formula that works for everyone. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 38. S. N. A. P. – Social Need Action Plan PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 39. Part 4: Commitment and Accountability PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 40. But is it working? • • • • • After research, planning and posting – it’s time to determine if you’re connecting. Social media provides real-time feedback from your target audience. Tracking key performance indicators or KPI’s over time is the BEST way to determine effectiveness KPI’s should be based upon your objectives and limited to only actionable metrics. Track at LEAST monthly PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 41. Choosing Your Metrics • • • • Should be fairly painless if you have clearly defined objectives. Engagement Metrics: Comments, ‘likes, +1’s, reshares, RT’s, video views, downloads Growth or Reach Metrics: # of fans, followers, likers, etc. Unless you want to spend HOURS tracking, make this a short list PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 42. My 2014 Objectives and KPI’s Social Media Objective 1: Grow, engage and learn from my professional network by posting provocative and valuable information online. Social Media Objective 2: Build stronger relationships with my personal network by reading their updates and sharing my own. Metrics: •Overall # of followers, fans, ‘likers’, etc. •Engagement rate on each platform (# of rt’s, comments, likes, shares) •Klout Score Metrics: • # of times I comment, like, share, etc.) • # of times they comment, like, share, etc.) PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 43. My Metrics – Tracked Monthly • • • • • • • # of LinkedIn Connections # of Instagram Followers #of Twitter Followers #of Google+ Circlers Klout Score # of RT’s, replies, mentions on Twitter over the last month (Tweetreach or Hootsuite) # of comments, shares, likes from my personal connections on Facebook over the last month (Facebook insights) PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 44. TOOLS of the Trade: ‘A workman is only as good as her tools’ PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 46. What these tools can do for you • • • • • • Save you time Help to measure your success Save you money Streamline your social media updates Provide valuable insight Provide compelling content to share with your network PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 47. #Hashtags • Not just on Twitter anymore – Google+, Facebook, Instagram and other platforms employ them. • Hashtag – A word or phrase preceded by the # symbol that helps people find and join conversations about a particular topic. • Research and follow hashtags relevant to your objectives – #socialmedia #coaching #PDXDMS #pdxBCB #digitalstrategy #marketing PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 48. Twitter • GREAT content source • Regularly follow relevant and active hashtags • Create lists of influencers and thought-leaders in your industry • Add lists and hashtags to your listening dashboard • RT with relevant hashtag can provide value PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 49. My Twitter Lists: Media Psychology Scholars, psychologists, bloggers and journalists talking about media psychology. Newsies: Social media and tech editors and journalists. Potential writers who may be interested in publishing my articles. PEYTON MEDIA MANAGEMENT DC Family: Family and friends from my hometown. Transmedia Storytellers: Professionals working to create transmedia experiences. Social Media Planning Guide
  • 50. Hootsuite • My FAVORITE low-cost social media dashboard tool • Manage and connect with over 35 networks including Facebook, Instagram, Twitter, Google+, YouTube and LinkedIn • Pro plans starting at $8.00 per month • FREE option • GREAT mobile phone app – manage social media away from your desktop • Hootsuite University – AMAZING tutorials about how to configure and use the tool PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 51. My Hooty Dashboard: PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 52. My Hooty Mobile Dashboard: PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 53. • Standard Vizify accounts create a DYNAMIC online social media bio • Can be added to website, email signature, anywhere • Vizify Premium comes with a custom domain, yourname.com, and hosts your Vizify bio. • Plans start at $7.00 per month PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 54. Flipboard iPhone share feature • AMAZING mobile app that allows you to FIND and share compelling content – iOS, Android, Windows, Blackberry, Kindle Fire and NOOK • Can update multiple accounts – Twitter, Facebook, Google+, LinkedIn, tumblr, Flickr, Instagram PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 55. • Followerwonk owned by moz.com • Free and paid version • Analyze feature allows you to slice your Twitter followers into actionable segments • Search for Twitter influencers in your industry • Find the most active hours of your current followers PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 56. • Free report offers up Twitter data for the past week • Pro reports start at $84 per month • Shows estimated reach, impressions, replies, retweets, top contributors and most retweeted tweets • GREAT tool to help determine WHICH content is valuable to your audience PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 57. Newsle email updating me about LinkedIn contacts’ content • Tool that sends content from your Facebook friends or LinkedIn connections to your inbox • Tweet/Share link with author’s Twitter ID from your inbox with one click PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 58. Easily customizable webpage content sourced from social media profiles • Social hub content aggregator • Can create standalone website, $10.00 per month – integrates with MailChimp to provide seamless email/newsletter functionality • Pulls all social media updates into website or blog ready format PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 59. • Klout provides a ‘score’ to help determine influence • You can connect all your social channels with Klout to help increase your score • Klout now helps you ENGAGE by curating content your followers may find valuable PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 60. PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 61. Additional Resources and Ongoing Support – www.lisapeyton.com/store USE discount code: PDXFX for 50% off my online course! • Four video presentations on Planning Your Strategy • Listen on your smartphone, iPad or at your desktop • Hands-on workshops • PDF Library filled with dozens of hands-on resources and guides • Ongoing LinkedIn Group – Be a Social Media Super Hero – created JUST for my online students PEYTON MEDIA MANAGEMENT Social Media Planning Guide
  • 62. Contact: lisa.peyton@gmail.com Website: www.lisapeyton.com Twitter: @LisaPeyton Slides: http://www.slideshare.net/lisapeyton PEYTON MEDIA MANAGEMENT