Uploaded byVidal Quevedo
Developing an effective Social Media Strategy
The document discusses the importance of social media as a communication tool in a multi-screen world, highlighting its widespread use among internet users, particularly millennials. It outlines strategies for effective social media engagement, including setting communication goals, understanding your audience, and creating valuable content. The document also presents a case study on a successful multimedia project, #uwrightnow, demonstrating effective outreach and audience engagement.
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Developing an effective Social Media Strategy
- 1. Vidal Quevedo, M.S. Web Communications Specialist University Communications & Marketing Ph.D. student in Mass Communications School of Journalism and Mass Communications University of Wisconsin-Madison @vidalquevedo vidalquevedo.com
- 3. • Quick, timely response • Cheap • Viral • Awesome
- 4. Shows that socialmedia is definitely an alternative channel, especially in a multiscreen world.
- 5. In fact, televisionno longer commands our full attention: http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/
- 6. Twitter Mentioned In 50% OfSuper Bowl Commercials, (Facebook Only 8%, Google+ Shut Out) http://marketingland.com/game-over-twitter-mentioned-in-50-of-super-bowl-commercials-facebook- only-8-google-shut-out-32420
- 7. SM + MultipleDevices = Opportunities 1. People are focused on a topic: following, watching, listening, talking, participating. 2. You are doing the same: following, watching, listening, talking, participating.
- 8. Let’s take alook at some stats
- 9. Some SM stats(Dec „12) Social • Networking • 67% of internet users use Social Media 67% of online adults use Facebook Site Usage • 16% use Twitter • 15% use Pinterest by Age • 13% use Instagram • 6% use Tumblr Group, • 20% use LinkedIn as of Aug ‘12. 2005-2012 http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
- 10. • 67% ofinternet users use Social Social Media Networking • 67% of online adults use Site Usage Facebook • 16% use Twitter by Age • 15% use Pinterest Group, • 13% use Instagram 2005-2012 • 6% use Tumblr • 20% use LinkedIn (Aug ’12) http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
- 11. ( born early80’s – 2000’s ) Millennials will make online sharing in networks a lifelong habit. http://pewinternet.org/Reports/2010/Future-of-Millennials.aspx
- 12. Overall, we cansay SM is doing pretty good adoption-wise.
- 13. Social Media +Online Communications
- 14. Websites (and webapplications) are vehicles we can use to tell an increasingly more interactive story about ourselves (or our brand, company, etc). They are communication tools, first and foremost.
- 15. Social Media Tools Websites (and web applications) are vehicles we can use to tell an increasingly more interactive story about ourselves (or our brand, company, etc). They are communication tools, first and foremost.
- 16. So, what’s thefirst thing that should drive a successful web development project? Social Media A well-defined communication goal.
- 17. • Promote excellentcustomer/client Examples of service clear • Provide updates on brand, products, and services communication • Product/service promotions goals • Raise awareness and educate the customer around your value • Make your brand go viral on the web • Inform your target of changes in your industry, products, and services http://mashable.com/2012/12/07/corporate-social-media-marketing/
- 18. • “Everyone ison Social Media, and Examples of so should we” unclear • “It’s free!!! And pretty easy…” communication • “Facebook has 1B people! We could goals reach them ALL!!!” • “I hear Instagram, the twittersphere, tumblr are all the rage right now.” http://mashable.com/2012/12/07/corporate-social-media-marketing/
- 20. • Several SMchannels: Twitter, Facebook, YouTube, “My Starbucks Idea” SN, “Ideas in Action” blog • Cultivates relationships with “super influencers” • Sharing is encouraged • Customizes user experiences • Timely causes make it relevant • Message is consistent and cross-promoted http://thenextweb.com/2010/01/11/starbucks-formula-social-media-success/ http://www.prdaily.com/Main/Articles/6_ways_Starbucks_excels_at_social_media_marketing_13814.aspx
- 21. Rules of SocialMedia Engagement
- 22. Rule # 1:Content is KING
- 23. Rule # 2:Users will take in content they find either USEFUL or ENTERTAINING (i.e. helps them be a little more awesome)
- 24. http://tomfishburne.com/2012/08/types-of-social-media-strategies.html (via DonStanley - @3rhinomedia)
- 25. Rule # 3:Your strategy should focus on generating/sharing content that’s either USEFUL or HELPS your audience be more awesome.
- 26. Rule # 4:You should know how to engage your audience.
- 27. “Nose, Eyes, Ears.In that order!” ~ Cesar Millan, Cesar’s Way (on building early trust with dogs) http://www.cesarsway.com/tips/basics/glossary-of-terms-from-cesars-way
- 28. When engaging withyour audience, follow the opposite order: Ears - Eyes - Nose
- 29. When engaging withyour audience, follow the opposite order: Ears - Eyes - Mouth
- 30. When engaging withyour audience, follow the opposite order: Ears - Eyes - Mouth Listen Watch Talk
- 31. Developing a strongSocial Media Plan
- 32. Plan your strategy Design your message Develop your content Deploy! Monitor
- 33. Plan your 1. Set clear communication goals strategy • “Promote our brand.” Design your • “Need to better reach our target message audiences.” • “Interact with users to learn more about how they use our Implement your channels services.” Deploy! Monitor
- 34. Plan your 2. Identify your audience strategy • By demographics • Age, location, education, tech savvy, Design your message mobile usage • Pew Internet (http://www.pewinternet.org/ ) Implement your channels • What are looking for? What are they Deploy! talking about? • Google Trends • Soovle (http://www.soovle.com/) Monitor
- 35. Plan your 3. Define the right SM tool strategy • Email Design your • Facebook message • Twitter • Pinterest • LinkedIn Implement your channels • Instagram • Your website or blog (with embedded SM buttons) Deploy! Monitor
- 36. Plan your 4. Define team roles strategy • SM requires two things: content and Design your engagement, and to get both, you message need the most important one: TIME. • Define roles early in the project: Implement your channels • Who will create the content? • Who will listen? • Who will watch? Deploy! • Who will engage with users? Monitor
- 37. Plan your 1. Define your content strategy • Use the info you gathered and create Design your editorial plans on how to use it message • Write articles for your site • Identify shareable sources with similar ideas Implement your channels • Find out about conversations that might help promote your content • Ride on memes! Deploy! Monitor
- 38. Plan your 2. Format your content for the right SM strategy tool. For example: Design your • Twitter message • Headline-like, using action verbs and hashtags Implement your channels • Facebook • Short content (one or 2 sentences, maybe three), and then ask people Deploy! to find out more. • Images are better (mobile friendly) Monitor
- 39. Plan your Sign up for services strategy • Create your pages/accounts/sites/ (email, FB, Twitter) Design your message • Address any problems with existing accounts (clean-up, refocus, delete if not used anymore). Implement your channels Deploy! Monitor
- 40. Plan your Fire away! strategy • Start with a timely issue/topic/piece of content Design your message • Actively join and participate in conversations about the issue Implement your • Use insights/analytics tools to measure channels impact Deploy! Monitor
- 41. Plan your Initiate a cycle of engagement strategy Design your message Listen Watch Talk Implement your channels Deploy! Monitor
- 42.
- 44. What: #UWRightNow (http://uwrightnow.wisc.edu) wasmultimedia project designed to capture the breadth, depth and spirit of the University of Wisconsin-Madison during 24 hours on April 18, 2012. Who: the campus community, alumni and friends around the world.
- 46. Challenges • Editorial: what to say • Creative: how to say it • Technical: how to deliver it (mobile too!) • Logistical: how to man it • Outreach: how to get people involved
- 47. Some numbers: • 1,018stories, photos, videos or tweets were posted to the site • Nearly 14,000 unique visitors came to the site • Visitors from all 50 states and 66 countries
- 48. A crowd-sourcing projectthat got it right!
- 49. Thank you! Vidal Quevedo Web Communications Specialist University Communications & Marketing @VidalQuevedo vidalquevedo.com
Editor's Notes
- #6 - And of course, big companies know this…
- #7 … so they’ve jumped on the SM / hashtag wagon pretty quickly.
- #17 - A friend asked me “What do you expect in a new graduate when it comes to web skills?” My answer was: someoe who can identify what the main communications problem of the org is, and identify web tools to solve them, even if they can’t develop them.
- #18 Promote excellent customer/client service (Dell example: Dell has more than 25,000 mentions online every day (in English alone). Dell’s social media command center monitors its online mentions 24/7 in 14 languages worldwide through its @DellCares feed on Twitter. (http://boss.blogs.nytimes.com/2013/02/22/learning-social-media-tricks-from-the-big-boys/ )Provide updates on brand, products, and servicesProduct/service promotionsRaise awareness and educate the customer around your valueMake your brand go viral on the webInform your target of changes in your industry, products, and services http://mashable.com/2012/12/07/corporate-social-media-marketing/
- #19 Promote excellent customer/client service (Dell example: Dell has more than 25,000 mentions online every day (in English alone). Dell’s social media command center monitors its online mentions 24/7 in 14 languages worldwide through its @DellCares feed on Twitter. (http://boss.blogs.nytimes.com/2013/02/22/learning-social-media-tricks-from-the-big-boys/ )Provide updates on brand, products, and servicesProduct/service promotionsRaise awareness and educate the customer around your valueMake your brand go viral on the webInform your target of changes in your industry, products, and services http://mashable.com/2012/12/07/corporate-social-media-marketing/
- #20 - Have you noticed the amount of crap there is out there?
- #21 - Have you noticed the amount of crap there is out there?
- #23 - Have you noticed the amount of crap there is out there?
- #24 Surfing the web is a lot like mining: you dig a lot, all the time, to find things worth watching, following, sharing. Sometimes you don’t find anything, but you DO keep on digging.
- #25 Surfing the web is a lot like mining: you dig a lot, all the time, to find things worth watching, following, sharing. Sometimes you don’t find anything, but you DO keep on digging.
- #26 Surfing the web is a lot like mining: you dig a lot, all the time, to find things worth watching, following, sharing. Sometimes you don’t find anything, but you DO keep on digging.
- #27 - It’s not all about pushing and waiting…
- #28 - Dogs see the world differently: their nose are the equivalent to our eyes, so they use them first to become familiarized with those they don’t know.
- #29 - It’s not all about pushing and waiting…
- #30 - It’s not all about pushing and waiting…
- #31 - It’s not all about pushing and waiting…
- #37 Maybe these roles fall only on one person, or a team, but the important thing is this: you NEED to invest the TIME to get something back. You’re creating SOCIAL CAPITAL, and as any other capital, it requires and INVESTMENT before you can get anything back.