busting the #socialmedia silo
Post on 21-Oct-2014
150 views
DESCRIPTION
Tweeting is easy. So is setting up a LinkedIn group, Facebook page, Pinterest account, and a blog. It's easy to get caught up in social media platforms and other technologies but lose sight of the big picture. Explore how to break down silos and align social media and blogging tactics to a larger strategy designed to meet organizational goals. Walk away with an understanding of how strategic social media can help you enhance member value and prove ROI.TRANSCRIPT
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Busting the #SocialMedia Silo
Elizabeth Bookhultz | @SocialMedia_ite!Carrie Hane Dennison | @carriehd!
#MMCCon LB1
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Anyone can DO social media. !
But how can we make sure we do social media WELL?
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Blendtec case study source: Christian Biggs, SociaLens Researcher
Imag
e c/
o B
lend
tec’
s C
onsu
mer
Pre
ss K
it
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Will it Blend?
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Goals !Audience!Message!Resources
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Strategy vs. Tactics
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
“Som
e m
ath”
c/o
ww
w.fl
ickr
.com
/beh
dad
unde
r CC
BY
2.0
(http
s://c
reat
ivec
omm
ons.
org/
licen
ses/
by/2
.0/)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
We need to be on Instagram.
Instead of saying….
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Ask…
What business goals can we meet by sharing photos?
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Instead of saying….
We should run a Facebook contest to boost engagement
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Ask…
What can we accomplish by running a contest?
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
A strategy describes how the ends (goals) will be achieved by the means (resources).
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Tactics are the specific actions taken to meet a strategy.
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Pam Moore, CEO & Founder, Marketing Nutz
Random Acts of Marketing
An attempt at meeting a business goal that is “NOT integrated, can not be easily measured or justified and does not integrate with other marketing and biz tactics.”!
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
c/o
ww
w.fl
ickr
.com
/mat
thew
fane
und
er C
C B
Y 2.
0 (w
ww
.cre
ativ
ecom
mon
s.or
g/lic
ense
s/by
/2.0
/)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Aim for Long-Term Results
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Sustainability Award
Case Study
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!c/o www.flickr.com/hedvigs under CC BY 2.0 (www.creativecommons.org/licenses/by/2.0/)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!c/o www.flickr.com/hedvigs under CC BY 2.0 (www.creativecommons.org/licenses/by/2.0/)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Getting Stuck in Silos
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Channel Expertise
Silos by Peter Miller https://www.flickr.com/photos/pmillera4/12162109155/
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
vPeter Miller https://www.flickr.com/photos/pmillera4/12162109155/
Namdaemun Market, Seoul Korea by Michael McDonough https://www.flickr.com/photos/mikemcd/3281330927
Busy Market in the West Bank https://www.flickr.com/photos/kudumomo/3933236065
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!Silos by Peter Miller https://www.flickr.com/photos/pmillera4/12162109155/
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
The Big Picture
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Does your organization have a defined business
strategy?
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Business Strategy
Content Strategy Communications Strategy
Web Social Media
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Communication !Strategy
Content !Strategy
Social!Strategy
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Content strategy is a:A. Technique of creating and
distributing content B. Road map for what you want to
achieve across all communication channels
C. Way of creating content D. Made up term by a bunch of
copywriters who were bored one day
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Content Strategy
“365-211” c/o www.flickr.com/cmuffins/ under CC BY 2.0 ( https://creativecommons.org/licenses/by/2.0/)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Who
Identify your audience, where they are, what they want, where they want it
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
What
Define your message - create a message architecture so you can develop content that supports that message
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Why
Set measurable goals - you can’t gauge success without them
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Where When How
Identify your resources: what you have, what you can support, where you can engage with most effectiveness
Social Media Strategy
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Content Marketing
Content Strategy
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Kristina Halvorson, CEO/Founder of Brain Traffic
Content MarketingCreating and distributing relevant and valuable content to attract, acquire, and engage a clearly d e fi n e d a n d u n d e r s t o o d audience with the objective of driving profitable customer action.
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
!
Get (general) agreement on what you are doing!
Prioritize work!
Spend less time deciding what you will do, more time doing it!
Set stage for governance!
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!Silos by Peter Miller https://www.flickr.com/photos/pmillera4/12162109155/
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Membership Campaign Case Study
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Exercise Setting Goals & Metrics
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Non-profits have business strategies
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
What if you don’t get answers to your strategic questions?
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!c/o https://www.flickr.com/photos/infomatique/ under CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0/)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Social Media Strategy
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
What is a social media strategy?
#MMCConLB1 | @SocialMedia_ite | @Carriehd!
–- Jay Baer, social media content strategist and speaker
“The goal isn’t to be good at social media; the goal is to be good at business because of social media.”
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!“Evolution of the Aardvark” c/o www.flickr.com/keesey under CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0/)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Audience!Message!Goals!Resources
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!“the audience is shaking (CC)” c/o www.flickr.com/marfis75/ under CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0/)
Audience
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!“Stop Look Listen,” c/o www.flickr.com/kevandotorg/ under CC BY 2.0 (https://creativecommons.org/licenses/by/2.0/)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
“Yan
gMin
gSha
n su
nset
” c/
o w
ww
.flic
kr.c
om/a
lexy
o196
8 C
C B
Y-SA
2.0
(http
s://c
reat
ivec
omm
ons.
org/
licen
ses/
by-s
a/2.
0)!
ASCE Sunsets Pinterest
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
“On
leav
ing
the
park
” c/
o w
ww
.flic
kr.c
om/m
ahal
ie u
nder
CC
BY-
SA 2
.0 (h
ttps:
//cre
ativ
ecom
mon
s.or
g/lic
ense
s/by
-sa/
2.0/
)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Message
“Message in a bottle” c/o www.flickr.com/aturkus under CC BY 2.0 (https://creativecommons.org/licenses/by/2.0)
ASCE’s Membership Campaign
• Greater good
• Technical Expertise
• Professional Advancement
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Goals
“It’s a goal” c/o www.flickr.com/opopododo under CC BY 2.0 (https://creativecommons.org/licenses/by/2.0/)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Metrics
“Pol
ling
Stat
ion”
c/o
ww
w.fl
ickr
.com
/cho
dhou
nd/ u
nder
CC
BY-
SA 2
.0 (h
ttps:
//cre
ativ
ecom
mon
s.or
g/lic
ense
s/by
-sa/
2.0/
)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Consumption
Sharing
Lead Gen
Sales
Source: Jay Baer’s A field guide to the 4 types of content marketing metrics
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Resources
c/o
http
s://w
ww
.flic
kr.c
om/n
adya
und
er C
C B
Y 2.
0 (h
ttps:
//cre
ativ
ecom
mon
s.or
g/lic
ense
s/by
/2.0
/)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!“Lottery Winner Mandy Williams” c/o www.flickr.com/montagecomms under CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0/)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Resources
c/o
http
s://w
ww
.flic
kr.c
om/n
adya
und
er C
C B
Y 2.
0 (h
ttps:
//cre
ativ
ecom
mon
s.or
g/lic
ense
s/by
/2.0
/)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Exercise Social Strategy
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Busting Silos
#MMCConLB1 | @SocialMedia_ite | @Carriehd!
— Sarah Lawler, manager of marketing for the American Association of Community Colleges
“Silos are formed when we get caught up in the minutiae. But if we take a look at 10,000 feet and 30,000 feet, it is a whole new perspective.”
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
“Be
Cou
rteo
us S
hare
the
Roa
d” c
/o w
ww
.flic
kr.c
om/b
ike
unde
r CC
BY-
SA 2
.0 (h
ttps:
//cre
ativ
ecom
mon
s.or
g/lic
ense
s/by
-sa/
2.0/
)
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Leverage
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Developing ASCE’s Social Strategy Case Study
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Exercise Busting Silos
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Get Started
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Listen to your audience
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Meet your audience where they are, not where
you want them to be
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Rise above the noise
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Reach for your goal
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Imag
e c/
o B
lend
tec’
s C
onsu
mer
Pre
ss K
it
#MMCCon LB1 | @SocialMedia_ite | @Carriehd!
Questions?
Socialize with Us!
ELIZABETH BOOKHULTZ!Social Media Specialist, ASCE!
@SocialMedia_ite
CARRIE HANE DENNISON!Director, Web Operations &
Strategy, ASCE!@carriehd