strategic social media [compatibility mode]
DESCRIPTION
Tips on being more strategic in planning and integrating Social MediaTRANSCRIPT
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Shout Out
Social Media
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How did we get here?
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People Are Engaged …
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CONSUMERS are in:
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Why do so many…RUN FOR COVER?
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Let’s Review …
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THOSE WERE THE DAYS, my friend…
OR WERE THEY?
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ACCESSIBILITY feeds collaboration!
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And Provides…
Web 2.0 empowers us to communicate
differently – and forces us to embrace
the ‘public’ in Public Relations.
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Website
Mobile Web
SocialNetworks
Customer Engagement
Offline
Brand Awareness/ExposureImproved Customer ServiceNew PartnershipsResponse to Calls to Action
CONTENT
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I’m Talking
Where are YOU?
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Why Participate?
Know your Audience(as people and not markets)
Collaborate(feedback helps inform)
It’s Strategic(proactive vs. reactive)
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A Strategic Approach
Interest?Commitment (staff &
management)?Time?
What will we do if we hear things we don’t
like?Do our customers need it
(or want it)?24/7 or 8/5
Organizational Readiness
Tracy wasHere
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IF YES
• What goals can be tactically supported online?
• How can we measure success?
• What type of collaboration do we desire? (i.e. customer support, marketing or market research, awareness for funding, content contributors, partners)
•Member exclusive or open to all?
IF NO… #FAIL @organization
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Competitive Analysis• What are similar organizations up to ?• Do they have groupies?
Audience Research• Who should we collaborate with and where?• Influencers?• Friends?• What Incentives?
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Tactical Planning
• What’s our objective(s)?
• Which tools & tone?
• How will we promote this on and offline?
• Incentives? (i.e. fame, fun or access)
• Integration
• Contingencies (plan for moderator absences)
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Outreach Considerations
• Current audiences
• Existing online audiences through existing channels
• Find key influencers and rally support
• Offline audiences (media, trade shows, kiosk, PR stunts, paid ads, etc.)
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Deploy & Participate• Make it easy for people to play with you• Encourage engagement (sometimes
requires offline ads)• Recruit and solicit participation• Rally support• Acknowledge participants• Respond positively and with transparency• Collaborate and connect
YOU!
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Retention• Discover and leverage patterns• Understand what drives people• Keep barriers of use low• Optimize what is working• Be transparent and demonstrate that you
are listening• Leave no @ behind
Test & Refine• If something fails, admit it, fix it and move
on!
LOVE YOUR VIPS
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A few ideas
VIP OFFERSUBMIT YOUR
PHOTO TO WIN!
OnlineCommunities
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Measuring Success• Analytics (SEO traffic patterns and unique visits)• Increased membership or number of followers• Downloads• Track mention and referrals
Share What you Hear • Information is key to the entire organization and
can be significant (product development, customer service, strategic development, communications, etc.)
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Play by the (new) rules
• Pervasive vs. Persuasive
• Participate without Control
• Be transparent and collaborative
• All hands on deck
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Be innovative, tenacious, creative and FEARLESS!
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and…remember to PLAY NICEor your audience will