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Social Media Implementation

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Discussing developing your social media brand identity; the policies, procedures, and ethical concerns associated with social media us; tactics and tools you can use to make social media more efficient and effective; and, metrics and reporting to show what's working and what's not.

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Social Media Implementation

  1. 1. Social Media Marketing: Implementation New Leaders Council May Institute: New Media May 16, 2015 Houston, Texas Stacey Burke Attorney/Owner 415 Westheimer, Suite 209A Houston, Texas 77006 Office (713) 714-8446 Fax (877) 314-9990 stacey@staceyeburke.com www.staceyeburke.com
  2. 2. Social Media Implementation Topics • Social brand identity • Policies, procedures, and ethics • Tools • Tactics • Reporting www.staceyeburke.com
  3. 3. Social Media Marketing: Top Four Channels • Facebook – Largest online social network • Twitter – Real-time news and viral sharing • LinkedIn – Online professional resume and best professional networking tool • YouTube - Google owns YouTube and it is the second most used search engine online www.staceyeburke.com
  4. 4. SOCIAL MEDIA BRAND IDENTITY www.staceyeburke.com
  5. 5. Social Media: Initial Setup • Facebook - Make sure your entity has a “Page” not a “Profile” or a “Group” • Twitter - Brand your profile, including your handle and link back to your website • LinkedIn - Link up your Employment section to the appropriate Company Page(s), and build out your Company Page • YouTube – Upload a channel design and name your channel consistent with your entity name www.staceyeburke.com
  6. 6. Social Media Branding Social media channel design: • People use social media channels as search engines (i.e. Facebook search, YouTube search) • Would you want to show up in social search with a page/channel/account that is not customized and therefore does not showcase what your firm has to offer? No. So treat each one like a freestanding website, because each is its own digital asset. www.staceyeburke.com
  7. 7. Social Media: Channel Design and Branding • Design channel in line with the branding of your other digital assets – same look and feel with regard to colors, logos, logotype, etc. www.staceyeburke.com
  8. 8. SOCIAL MEDIA POLICIES, PROCEDURES, AND ETHICS www.staceyeburke.com
  9. 9. Social Media: Don’t “Set it and Forget it” • ETHICS – Failure to timely respond to communications • MISSED OPPORTUNITIES – Missing donors, media inquiries, etc. • REPUTATION MANAGEMENT – Bad feedback left unaddressed in public • BASIC MANNERS – Connection requests left unanswered can be perceived as rude www.staceyeburke.com
  10. 10. Social Media: Policy and Protocol • Use a professional voice and tone • How to respond to existing relationship communications • How to respond to new potential relationship communications • How to respond to other groups’ communications • How to respond to media and press communications www.staceyeburke.com
  11. 11. Compliance with Industry-Specific Advertising Regulations • Legal – State Bar of Texas Advertising Review Rules – http://bit.ly/TexasBarRules • Medical – Texas Medical Board Advertising Rules – http://bit.ly/TexasMedicalBoard www.staceyeburke.com
  12. 12. Social Media: Staff Training • Draft a social media policy for your entity and train everyone with access on its use • Remind employees that when they use their entity email address or associate themselves as employees of the entity on social channels, they must adhere to your standards for appropriate conduct. • Be specific and explicit about what you want www.staceyeburke.com
  13. 13. SOCIAL MEDIA TOOLS www.staceyeburke.com
  14. 14. Tools You Need • Community Management – Hootsuite – Buffer – Sprout Social • Community Insights – Mention – Google Alerts – SocialMention – Topsy • Visual Content – Piktochart – Over – Canva • Analytics – Twitter Ads – SumAll – AddThis – Bitly www.staceyeburke.com
  15. 15. SOCIAL MEDIA TACTICS www.staceyeburke.com
  16. 16. Social Media Marketing Tactics What You Can Share • Content • Imagery • Video • Podcast • Email How to Share It • Post timing – Not on weekends or at night. – Facebook between 1-4pm, peaking at 3pm. – Twitter is busiest 1-3pm Monday through Thursday. – LinkedIn midweek around noon and again at 5pm. • Self-promotional ratios 80/20 • Hashtags – hashtagify.me • Integration – Website – Collateral www.staceyeburke.com
  17. 17. Social Media Audience Building • Connect with influential users in your space and interact with them to get them to share your content to their large following • A core strategy for audience building involves segmentation. – On Twitter, you can segment those you follow or monitor in Twitter Lists (i.e. media connections, Wisconsin construction companies). – On Facebook, you can purchase advertising that shows your Page or Post to a designated population subset (i.e. show an Ad for my free legal clinic page or its posts to potential volunteer lawyers). www.staceyeburke.com
  18. 18. SOCIAL MEDIA REPORTING www.staceyeburke.com
  19. 19. Monitor Your Metrics • Do all of your websites have active, current Google Analytics code? • Do you track social media Key Performance Indicators (KPIs)? • Do you conduct monthly, quarterly, and/or yearly reviews of your marketing metrics to adjust expenditures? www.staceyeburke.com
  20. 20. Google Analytics Google Analytics and Webmaster Tools Mind Over Metrics = NO, you can’t guess better than the reports will tell you Know the basics so that you can have an intelligent conversation with your vendors: • Bounce Rate - the percentage of visitors who leave your site after only viewing one page • User Behavior - information on the behavior of your visitors while they are on your website • Acquisition – how web searchers come to find your site (AdWords, social media, organic search) www.staceyeburke.com
  21. 21. Social Media: Monitoring and Metrics • Track metrics for social media just as you would for any expenditure. Those metrics can include: – Audience Growth/Overall Reach – Engagement – Donations – Subscriptions – Visits to Websites – Conversions – Influence www.staceyeburke.com
  22. 22. Social Media: Monitoring and Metrics www.staceyeburke.com
  23. 23. My PowerPoint presentations: SlideShare.net/StaceyBurke www.staceyeburke.com

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