Social Media to Support Your Organization Workshop
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This document outlines a presentation on using social media to support organizational development. It discusses getting started with social media and engaging communities online. The presentation covers defining communication goals and metrics, researching target audiences, selecting appropriate channels, and developing a content and implementation strategy. Tactics discussed include developing an organizational identity, creating an editorial calendar, and mapping social media metrics to goals. The purpose is to help organizations effectively utilize social media to connect with customers and stakeholders.
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Social Media to Support Your Organization Workshop
- 1. To Support Your Organization Professional Development Fridays @laurapasquini May 16, 2014 Southlake, TX #SocialSouthlake
- 4. Image c/o CRUSTINA! http://www.flickr.com/photos/crustina/3196036316/ Who gets social (media)? Tell me about it.
- 5. Agenda •Getting Social (Media) •Content Not Just Marketing •Growing Your Community •Building Your Strategy •Measuring Your Progress
- 8. Image c/o Luke Mahan http://www.flickr.com/photos/kremovich/4471473109/ Web 2.0 #SocialMedia Social Web New Media Transmedia Emerging Tech
- 16. What are your customers saying? Do you know? Are you social enough? http://bitly.com/TwitterChatSchedule
- 18. Flickr photo c/o hoodlumper “Focus on connecting with the people, and the tools will all make sense.” ~Chris Brogan
- 19. 1. Be social 2. Respond 3. Share 4. Connect 5. Start the conversation 6. Keep it going: make time Flickr photo c/o furiousgeorge81 Be a Participant
- 22. The Power of Crowd(sourcing)
- 23. A picture is worth…
- 24. 69,000 photos from customers #AApic
- 29. 29
- 30. SocialConnection
- 34. Via @intersection1 http://www.intersecti onconsulting.com/ Cultivate an Active Social Network
- 35. • Start lurking & exploring • Be active – create a profile & get talking • Engage with your clients & customers • Read at resources shared • Ask questions • Post challenges • Don’t just push information out • Market less, interact more • Have a personality and not a bot online Engage Your Community
- 37. Define Your Communication Mission & Goal (why?)
- 38. Mission & Goals for Communication © Mark Smiciklas Intersection Consulting
- 39. Wiggins & McTighe, 2005
- 43. Internal Considerations •Collaboration •Knowledge sharing •Cost saving strategy •Transparency •Talent acquisition
- 44. External Considerations •Customer engagement •Promote goods & services •Feedback from clients •Provide real-time resources •Interactive communication channel
- 47. Image c/o http://blog.us.cision.com/wp-content/uploads/2009/12/SM-Policy-Image.bmp Where do your consumers get social?
- 48. Platform Considerations •Channel options – testing & exploring •Related to goals •Community use
- 49. Needs Assessment 1. Determine Goals 2. Determine Resources 3. Create, Design, and Edit 4. Pilot the Social Media Launch 5. Review and Evaluate 6. Update: Keep, Change, Toss
- 51. Content (why?)
- 65. Develop an Identity Do you like spam? Do you like “bots”? Customers don’t either. What is your organizational brand? What information do you want to share? Start with these questions, and then add in personality and variety. @julieclarsen Via @julieclarsen
- 68. Managing your time & resources…
- 71. Editorial Calendar and Content Assessment Via @julieclarsen - Building Interaction - What information is necessary? - Passive is not bad - Free, fast and fun
- 73. Map Social Media Metrics to Goals (why?)
- 74. 74
- 75. Measure & Assess Reaction: Did they like it? Feedback or comments? Likes? Usability: Did they use it? Did customers engage? How? Easy? Behavior: Is there a changed behavior? Difference in customer service & feedback? Results: Is there an overall benefit? What? Meets goals?
- 76. ANALYTICS -Google Analytics -Social Network Analysis -Twitter search Hashtags (#) – Hashtracking.com Interactions Followers & RTs & @ mentions -Content Management Bufferapp.com Hootsuite.com Facebook Insights SocialBro.com Collecting data
- 79. Hootsuite.com
- 80. Bufferapp.com
- 81. SproutSocial.com
Editor's Notes
- Building strategy
- # = Hashtags Lists/Listed URL Shorteners Pictures Location 3rd Party Applications Social Media Dashboards: Hootsuite, Seesmic, Tweetdeck