Social Media Strategies

Social Media Strategies
Wednesday, April 24, 2013
Presented by
Jessica Levin, MBA, CMP, CAE
President
Seven Degrees Communications
and
Midori Connolly
Chief AVGirl
AVGirl Productions (and 7D!)
Moderated by
Tyler Davidson
Chief Content Editor
Meetings Focus
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Today’s Speakers
Jessica Levin, MBA, CMP, CAE
Midori Connolly
President and Chief Connector
7 Degrees Communications
Chief AVGirl
AVGirl Productions (and 7D!)
jlevin@sevendegreescommunications.com
midori@avgirlprodcutions.com
Social Media
Strategies
Jessica Levin, MBA CMP, CAE
President, 7 Degrees Communications
Midori Connolly, Chief AVGirl
AVGirl Productions (and 7D!)
#MPI @JessicaLevin @GreenA_V
Connecting people online and in real-life
Jessica and Midori creating their
“No Fear Zone” at a recent Social
Tech Clinic!
Rules of the Hour
Co-Create
45 Lecture, 15 Q&A
Share the Love!
Who is Ready?
WHO IS READY?
Top Challenges
• Human Resources
• Time
• Content
Pre-Planning (Human Resources)
• How many staff do you have available for your SM
team?
• Do you have a Social Media Policy or Plan?
• How Does marketing and events team Communicate?
• What training is needed?
• Should you outsource?
Pre-Planning (Time)
• How quickly do you need to communicate?
• Where can you buy time?
• How much are you committed to this?
Pre-Planning (Content)
• Identify Content Sources:
–
–
–
–
–
–
–
–
Clients
Vendors
Staff
Speakers
Competitors (Coopetition)
Industry
Government
Random
Pre-Planning (Content)
• Specific Sources:
–
–
–
–
–
–
–
–
Twitter, Facebook, LinkedIn, Google+
Magazines/Industry Publications
Newspapers
Blogs
Suggestion Tools (Zite, Feedly, Stumbleupon, Flipboard)
Conversations
TV/Radio
Paid content (Contently)
Developing Strategy
DEVELOPING STRATEGY
The Planning Process
Strategy
Evaluation
Planning
Implementation
Measure
Planning
Access
B2B or is it really P2P?
People Do Business with People!
So Why are YOU using Social Media?
SO WHY ARE YOU USING
SOCIAL MEDIA?
Strategy: Uses of Social Media
• Marketing/Branding (personal and corporate)
• Customer Service
– Monitor, Listen, Respond
• Community Building
– Learning, Listening, Sharing
• Relationship Building
• Entertainment
Tip: Avoid social media
fatigue starts with
knowing WHY you are
using it.
Strategy: The Why #1 – Social
Marekting
EMOTION!
Humor, Inspiration, Curiosity…
EDUCATION!
Informational, Useful, Relevant…
ENGAGING!
Conversational, Interactive,
Two-Way Communication…
Strategy: The Why #2 – Customer
Service
• Listen
• Serve
• Find Opportunity
A gift from Nabisco
So What Platform Should I Choose?
SO WHAT PLATFORM SHOULD I
CHOOSE?
Evaluation: Social Media Checklist
Factor
Things to Consider
Goal
Attracting new clients? Client retention?
Time Available
How much time does the channel take per day/week/month?
Who needs to do the work?
Audience
Where does your market get it’s content?
Time Sensitivity
How quickly does you message need to get out?
Technical
Is programming involved? Will training be needed?
Is specialized knowledge needed?
Budget
Do you have money to outsource writing, etc.?
Evaluation: Which Platform is Right
For You?
Attributes
Facebook
Twitter
G+
YouTube
Blog
FourSquare
Professional Only
LinkedIn
x
People you know
x
x
New connections
x
x
Event-centric
x
x
x
x
x
Time consuming
x
x
Formal
x
x
x
x
x
Informal
x
x
x
Marketing
x
x
x
x
Education
x
x
x
x
x
x
High Engagement
x
x
x
x
Listening
x
x
x
x
x
Social Media Teams Are All About
Community!
SOCIAL MEDIA TEAMS ARE
ALL ABOUT COMMUNITY!
A Social Leader
Go to the people. Learn from them. Live with them. Start
with what they know. Build with what they have. When the
best leader’s job is done, when the task is accomplished,
the people will say we have done it ourselves.
-Lao Tzu
A Community Cell (also the “Why
#3 – Community Building”)
*Service
Peeps
*Tech
Support
Contributors
Contributors
Community
Joiners
Creators
*Leader (You)
Fans
Planning: Who Does What On The
Team?
• Leader – You (“Constant”) - Nucleus
– Content Themes
– Identifying/Empowering Creators and Contributors
– Accountability – reporting and protocol (Social Media
Policies: http://socialmediagovernance.com/policies.php)
• Service Peeps - Cytoplasm
– Monitoring, Listening, Responding – or referring
• Tech Support - Microfilament
– Recommend solutions
– Assist with security and scheduling tools
Planning: Additional Team Members
• Creators – Mitochondria
– Content creation
– Internal or External (often Marketing peeps)
• Contributors - Ribosomes
– Active commenting
– Helpful promotion
– Making a message viral
• Fans – Lysosomes
– “Lurking”
– Reading, but not necessarily commenting
• Joiners – Vacuoles
– They both create and use space…they are just kind of
“there” until needed.
Planning: Social Media Teams
• Leader
–
–
–
–
–
Tone and Direction and EMPOWERMENT
Scheduling
Team Assignments
Prescheduled Tweets/Posts
Plans for Reporting – KPI
• Support Team
– MONITOR, LISTEN, RESPOND (or Refer)
– CLEARLY assigned topics/roles
Developing a Schedule
DEVELOPING A SCHEDULE
Implementation: Responsibilities/Tasks
BIG Picture Goals – Driving Strategy
Attract new customers
Serve customers/members
Product Launch
Educational Programs
Annual Conference
Seasonal Events
Monthly – Engagement
Daily – Tasks
Themed Posts/Blog Writing
Promoting Thought Leaders
Chats, Conversation, Trends
Choosing hashtags/existing
communities for participation
Service Issues
Specials/Promotions
Useful Information
Repurposing Content post-event Fun Facts/Tips/Polls/Quizzes
(Videos, Photos,
Quotes
SlideShare/SpeakerDeck)
Community Recognition
Curating Content
Video Interviews
Google Hangout
Sample Content Schedule:
National Pudding Manufacturers and Retailers Association
Date
Channel (S)
Topic
Who
February 20, 2013
Blog
Pudding Sales on the Rise
JL
February 21, 2013
Facebook/Twitter
Organic ingredients
MC
February 22, 2013
YouTube
Teaser from keynote speaker
JL
February 23, 2013
Facebook /Twitter
Tips about meeting destination
MC
February 24, 2013
Facebook/Twitter
Promote attendees content
MC
February 27, 2013
Blog
Green Pudding Manufacturing
JL
February 28, 2013
Facebook/Twitter
Green manufacturing trends
MC
February 29, 2013
Facebook/Twitter
Retail marketing trends
MC
March 1, 2013
Monthly Podcast
Interview with pudding retailer
MC
March 2, 2013
Facebook/Twitter
Promote attendees content
MC
Week 1
Week 2
Implementation: Onsite Social Media
Management
• Team Member Specialties
• Team Tasks
– Customer Service (Reactive) v. (Proactive)Engagement
Implementation: Onsite Team Service
Matrix
Tips:
Educate EVERYONE on examples of these different categories.
Include your senior team – the community thrives when organizational leaders
engage in conversation!
ANYONE is empowered to respond…"We hear you, will find the right person to
answer your question!"
Onsite Team Schedule
Tips:
Assign by Team Member
Clarify Purpose, Intended Community, Final Outcomes
So What Does Success Look Like?
SO WHAT DOES SUCCESS
LOOK LIKE?
Measure: It Starts Offline...
• Measure BUSINESS Metrics First
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Phone calls
Meetings
Proposals
Increased attendance
New Sponsors
Money Saved
New Clients
Measure: And THEN We Look At The
Online…
• Objective v. Subjective =
Numbers v. Conversation
• Objective KPI
– Interactions/Conversation
• Retweets, Shares, Hashtag Usage, Mentions
– ID Community Leaders
– Positive Comments/Feedback
– Likes/Followers (note we put this last!)
• Reporting
Measure: Metric Tools
• Google Analytics
• Twitter Reporting
– HootSuite
– Bit.ly (or other URL shortening service)
– Tweetdeck
• Blog Comments
• YouTube Hits/Subscribers
• Facebook Insights
Hootsuite Report
Measure: Facebook Metrics
Reporting Tips
• Share a content piece that generated a lot of hits.
• Report on lead captures or conversions.
• Give a summary of the most popular discussions on a
topic
• Ask leadership to participate! Make your community
something the whole company is invested in, and
working together to make succeed.
-“Social Media Today”
Jessica L. Levin, MBA, CMP, CAE
President and Chief Connector
Seven Degrees Communications
www.twitter.com/jessicalevin
www.linkedin.com/in/jessicalevin
jlevin@sevendegreescommunications.com
908-912-4418
Midori Connolly
Chief AVGirl
AVGirl Productions
www.twitter.com/AVGirlMIdori
www.linkedin.com/in/MidoriConnolly
Midori@Avgirlproductions.com
619-517-5916
Questions?
Jessica Levin, MBA, CMP, CAE
Midori Connolly
President and Chief Connector
Chief AVGirl
Seven Degrees Communications
AVGirl Productions
jlevin@sevendegreescommunications.com midori@avgirlprodcutions.com
Tyler Davidson
Chief Content Director
Meetings Focus
tyler.davidson@meetingsfocus.com
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Social Media Strategies
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