why isnt my social media strategy working?
TRANSCRIPT
Why Isn’t My Social Media Strategy Working?
Presented by:
NatashaNetschay Davies
Director, Social MediaPeak Communicators
Twitter Conversation:
#cprs
A Show of Hands…
Follow a social media communications strategy
Have no social media strategy
Participate in social media without a strategy
Have no strategy, and have no social media
involvement
A Show of Hands…
Who feels their social media strategy is working?
Who thinks their strategy needs a makeover?
Who thinks “going with the flow” with no strategy works just fine?
Today’s Talk
Why Social Media Continues to Matter
Signs Your Strategy Isn’t Working
Adjusting Your Strategy
Q & A
Become A Fan – SMS
Contact Us
Why Social Media Continues to Matter
more than 4 out of 5 North Americans
are active in creating, participating or
reading some form of social content
at least once a month
Where the Masses Are
Social networks and blogs are now the 4th most popular online activity - ahead of personal email
This week:
#2 Facebook#4 YouTube#6 Wikipedia (13 million articles, 200 languages)
#7 Blogger#13 Twitter #6394 The Vancouver Sun
Stats …and What They Mean
67% of the global online population visit member communities
More than 120 million users log on to Facebook at least once each day
45% of Facebook’s audience is now 26 or older
6 months ending July 4, 2009 Facebook saw 513% growth in 55+ year old users
There are 112 million blogs, with 120,000 new ones appearing each day
Spotlight on Twitter
Twitter’s estimated worth: $1 billion – how much will resources will go to developing Twitter as the leading business communications connection tool?
Adults ages 35-49 have largest representation on Twitter
There are more women on Twitter (53%) than men (47%)
Remember #1 - Social Media are TOOLS
Communications tools that:
Listen, hear, monitor
Share information (not announce)
Story tell in different ways, at different times, to different groups
Promote research, knowledge, product, service
Find and support community (business, media or consumer)
Participate with peer group
Organize events, conferences, speeches
Remember #2 - Social Media Comes in Many Forms
Add (publicize) information as it comes
CGC: Consumer-Generated Content
How do I Know my Strategy Isn’t Working?
What do you compare it to?
Traditional PR Metrics don’t apply
(spending equivalencies: earned media vs. ad equivalency)
Industry reports few, forget niche verticals
Success stories focus on U.S. big brand names
Success stories defined by sales
Reports and Tips Focus on Marketing Strategies
Focus on PR Goals
Forget the textbook definitions
ROI – Return on Investment
How can you apply business terms and comparisons to a communications medium that continues to evolve?
How do you put a value on conversations you can’t control?
Focus on PR Goals
What is the value of your Social Media Plan?
What is the Return on Influence? Are they negative or positive?
Can you afford the Return on Ignoring?
What happens – or will happen – if you’re not listening (at all), if you’re not responding, if you’re not participating, joining or creating?
The Signs
No news is bad news
Lack of engagement on (your) social networks
Inconsistent dialogue across (your) social channels
No News is Bad News
Problem
You’re not hearing anything about your brand
You can’t find any conversations to join
No one’s interested in your company
Solution
Adjust your monitoring tool(s) beyond ego-surfing
Sophisticated Dashboards…
Look and Listen Everywhere, to Everyone
Make a List:
industry topics
key phrases
trends
issues
challenges: taxation policy, petitions,
competing brands, products, methods
Industry Topics
Key Phrases
Find the Loudest Talkers – are they influential in your market?
Read the Comments, Not Just Original Content
Sign: Lack of Engagement on Social Networks
Problem
Fans
Members
Friends
Subscribers
Followers
…aren’t increasing
More Problems
No Wall posts
No Comments (on blogs, articles, comments on your comments)
No links to your social content
No retweets
No questions
No answers
No views
Solution: Review Your Content
Modify your content assets to SUIT the medium
“Copy and Pastes” of news releases don’t belong on Facebook Walls ....
...discussion topics do
...previews, behind the scenes, insight on industry trends belong in social spaces
Content for Twitter
Links to “interesting” articles put Twitter into overcapacity
Pulled quotes from articles spark conversation
Tweets from PR Agency Partner
Corporate Video...yawnnnnnnnnn
Demo and How to Video = Comments
Sign #3 Inconsistent Dialogue
Problem
Posting information randomly
Solution
Develop and follow a social media editorial schedule
Direct traffic to other social spaces
Connect the dots, have a flow chart
Give Context to Story, Behind the Scenes
Joining a Conversation
Redirect to More Information
Adjusting Your Social Strategy
Who lives in your community?Media, Industry Peers, Public, Government, Families?
Focus on one goal per group:Awareness
Sales
(Customer) (Self) Service
Reputation
Communications Flow Chart
Non-Profit Organization
Academia Government Industry
Profs Students
Prov. Fed. Intl.
Biz Non-Profit
The Social Web
Non-Profit Organization
Academia
Government
Industry
Profs
Students
Prov.
Fed.
Intl.
Biz
Non-Profit
Choose Tools and Content Per Community
Community: Industry Peers & Group Associations
Goal : Discuss Challenges during recession
Tools: Facebook Group (can branch from your company Fan Page)
Add a new discussion topic weekly, be active, ask questions
Briefer conversations on Twitter using insider hashtags
Choose Tools and Content Per Community
Community: Media
Goal: Arrange interviews with Company President during 3-day industry conference exhibition Tools: Twitter & Social Media Press Release Using conference hashtag, invite Media to stop by Company Booth for demo
Using conference hashtag, ask Media to RSVP 15-min interview slot at Booth
RSVP interview with #Konductor Prez at #AdobeMax between 9 am – 12 am, we’re at Booth 841
Pitch media followers on company at conference, provide link to social media press release
Social Media Press Release:news bulleted, links to conference video footage uploaded to YouTube Company Channel, product demo, links to blogger coverage, links to conversations
Choose Tools and Content Per Community
Community: General Public
Goal: Conduct Quick Crowdsourcing Campaign (get feedback on new product/service from the social sphere)
Tools: Tweet questions related to feedback
Tweet Air Canada your feedback on your #flightnumber
Tweet #Air_Canada your feedback on #flightnumber and get 100 #aeroplan_miles
5 Steps to Re-Strategizing
Listen broadly
Adapt content to the medium
Separate communities within your communities
Set your communication goals per community
Follow a social editorial schedule – be organized, and consistent
Find us on Facebook
Text:
fan PeakCo
to: 32665
from your
mobile phone and be added as a fan instantly
Contact Us
www.twitter/NatashaNDavies
www.twitter.com/peakco
Read the Wall, Not Just the Numbers
Are You a Social Media Leader, Manager or Follower?
Be proactive – be ready to listen and talk back
Choose an ROI model: Return on Ignoring or Return on Influence
Build a channel for conversation
Corporate Web sites are, well, corporate
Social media allows for direct conversation to your community B2P (public), B2B (business), B2C (consumer) B2M (media)
Reduces need for the “middle man” (the media)
Build your foundation today … for tomorrow
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