Engagement = interactions between the brand and user in a social contextReason to Share (RTS) = incentives – financial, moral, egotistical, humorous, etc. – for the user to invite their friends to the experienceSocial Spread = the organic spread of brand content, promotions, and campaigns via user social actions
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10 Social Media Lessons from the Corporate World: National Smart Start 2011
Building Your Online Community Through Social Media:"Lessons from the Corporate World!!National Smart Start Conference 2011"Sessions 608 and 608-1 !May 3, 2011 Kevin Briody / Ignite Social Media / @kevinbriody
377,784 bloggers 358,456 posts 249 posts per minute 82 million words / day 2x the Encyclopedia Britannica each daySource: http://en.wordpress.com/stats/ for April 29, 2011
A blog is: An ideal home forlong-form content Insanely good for SEO A ﬂexible asset Not something you can whip up during a crisis
Takeaway:""Don’t listen to the naysayers – blogsare alive and kicking and a majorpotential asset for any organization""Tips?"1. Deﬁne an editorial calendar: topics + rotation/frequency"2. Focus on long-form, helpful, keyword rich content"3. Ensure it consistently delivers your fan value proposition"4. Pick a simple platform, and set it up properly
96%% of fans neverreturn to yourpage 199 # of comments, out of every 200, happening 650K in newsfeeds # of comments posted on Facebook every minute Source: BrandGlue and Facebook
The average fan has 130 friends "Softly invite them into your community Source: Facebook
A strong editorialplan and calendar is required. Don’t just wing it!
Takeaway:Building a community on Facebookdepends on rockin’ your fansnewsfeedsTips?• Develop an editorial calendar – pick 5 topics to rotate, create content for each.• Mix in open-ended engagement questions.• Test, optimize, rinse and repeat. Learn Facebook Insights. Embrace interaction rates. Apply monthly.
#4 Reasonsto ShareThe neglectedfuel that drivessocial spread
Takeaway:""Be mindful where your community is,where their inﬂuencers are. Be willingto say NO and focus."
# ? F2F #10 #9 Face-to- face is still the ultimate social media
77% vs. 56% Face-to-face conversations vs. social networking, in terms of popular methods used to discuss products or services (US Young Adults 18-25)Source: eMarketer
Practical aside:!Turn an ofﬂine event into a social butterﬂy• Create a lasting video library on YouTube• Stream it live with Ustream• Create an event-based podcast mini-series• Spread the speaker slides through Slideshare• Open up the Q&A with a h6p://www.youtube.com/watch? Twitter chat v=iG9CE55wbtY&feature=player_embedded h6p://www.socialmallard.com/socialmedia/6-‐simple-‐• Capture the moment with ways-‐to-‐turn-‐your-‐event-‐into-‐a-‐social-‐bu6erﬂy/ tagged photos
Takeaway:""Ofﬂine events are valuable parts ofyour social media mix, and contentgoldmines.
Takeaway:""Start with clear organizationalobjectives, track the metrics thatmatter to those who own your budgets
To recap• Deﬁne the value proposition for your fans, and respect it• Blogs remain a powerful asset for any organization – what’s your blogging strategy?• To build on community on Facebook focus on rocking your fans newsfeeds• Bake in reasons to share from the start for all content and programs
To recap• Create monitoring and escalation plans. Respond fast but think it through• Use separate tools for posting to work vs. personal accounts• Don’t jump into the latest social network too fast. Be willing to say no, stay focused.• Ofﬂine events are valuable parts of your social media mix.• Develop clear, measurable objectives that matter to your decision makers.