Post on 08-May-2015
Sarah Evans @PRsarahevans sarah@sevansstrategy.com
#socialIRL
www.sevansstrategy.com
What you will leave with today: **Subject to change.**
• Social media goal(s) • Ideas for social media workflow • Outline of social media tactics
• A better understanding of “how to” use the tools available to you
• Exercises and activities applicable to your clients or profession
Social media is another tool.
Just like this.
• Community outreach • Public relations • Crisis communications • Fundraising
• Personal • Customer service
WHAT IS IT?
Channels for interacting, using accessible publishing techniques. Social media use web-based technologies to transform and broadcast media monologues allow the creation and exchange of user-generated content.” -Wikipedia
51% Get News From 'People They Follow’
(Pew Survey)
“Shareable Moments”
#socialIRL
Image courtesy of Knowem.com
Guaranteed!
5 minutes (or less) of Shareable Moments
(Tag #socialIRL)
“The overwhelming majority of Americans (92%) use multiple
platforms to get their daily news.”
(Source: Pew Research Center’s Internet & American Life Project and Project for Excellence in Journalism)
Americans spend 57 minutes a day getting news from
traditional media (same as in 2000) and AN ADDITIONAL 13 minutes each day consuming
news on the web.
(This doesn’t include mobile.)
Pew Research Center, September 2010
95% of online shoppers conduct research before making a decision
60% of online shoppers always or often use search engines
(Credit: Compete Online Shopper Intelligence Study)
The average social network user is 37 years old.
(It’s 44 on Linkedin.)
(Credit: Pingdom)
79% of the 100 largest Fortune 500 use Twitter, Facebook,
YouTube or blogs to communicate with customers, with Twitter as the
platform of choice.
(Credit: Burson-Marsteller Fortune Global 100 Social Media Study)
“1 in every 3 online Americans is a conversationalist, someone who updates their status on a social networking site such as Facebook or posts updates on Twitter at least once weekly.”
(Credit: Forrester)
Billions of pageviews
Image courtesy of @Jess3, March 2010
The Geosocial Universe
Image courtesy of @Jess3, August 2010
In the U.S. our relationship with news is:
PORTABLE, PERSONALIZED & PARTICIPATORY
Know what you want to accomplish. (This is your goal, your strategy!)
• Build business/make money • Establish brand as an expert • Customer service hub • Connect with people talking about travel • Listen/lurk • Spy on a competitor • Meet bloggers and journalists • Other
STOP, Exercise Time. What is/are your goal(s)?
Goal 1: To _______ (verb) (audience) (measureable outcome) by (date).
3 minutes
Quick overview on the “Big 3”: Twitter, Blogs and Facebook
Understand the communities
Social Privacy Time investment
Content genera4on
Monitor
Microblogs Very high Varies High Moderate Yes
Facebook High Varies High Moderate Yes
Photo/Video Moderate Varies Moderate Very high Yes
Blogs and forums
Moderate Very low Very high Very high Yes
Loca4on-‐based
Varies Low Low Low Yes
What are you doing?
Engaging, customer service, some promotion, listening, producing
content…
Initial Twitter outreach • Find people to follow • Observe how others in your
communities or tribes interact • Spend more time replying to,
retweeting (RT) or mentioning (@twitterID) those you hope to interact with
• Ask questions which encourage response and allow people to talk about themselves
• Share helpful news, tips and resources
• Watch and listen
Suggested routine
You share, too!
It’s all about the retweet.
@RSHotel AWESOME friends in @Mashable post! @KeithBurtis
@Chrisbrogan @jessicarandazza http://bit.ly/9GnCBm
• Shares an article where Twitter followers are mentioned • Recognizes others • Includes a shortened URL for tracking purposes and ease • Leave enough characters to retweet
Best Practice!
@mattroyse 10 iPhone Apps to Manage Your Job Search on the
Go http://ow.ly/1o3L5u
Best Practice! • Good informa;on • Promo;ng someone else’s blog • Shortened URL for tracking purposes • “Top 10” posts typically garner a lot of aJen;on
State of the Blogosphere: 2009
• The blogosphere continues to be dominated by male, affluent and educated bloggers
• Bloggers use Twitter far more than the average person and microblogging is changing blogging habits
• More bloggers are making money, but most don’t make any
• Most bloggers are “hobbyists” and are driven by personal fulfilment rather than financial gain.
Blog
What to post? • Added commentary or
insight on national issue
• Guest post opportunities from member hospitals
• Reblog/post content (as appropriate)
• Do not repurpose memos or press releases as blog posts
Suggested routine
• 1 to 2 blog posts per week
• Check comments 1 to 2 times, daily
• Share blog posts via other social networks (as appropriate)
Blogging tips
• Know in advance what you want to write about (e.g. editorial calendar)
• Be authentic • Create original content • Your post is not a press
release • Use language your
audience uses • Share about timely and
relevant events
• Use descriptive titles for your posts
• Include images (or other interactive media)
• Link to other related posts
• Promote one another’s posts
• Leave comments on other blogs
• Respond to comments on your posts
It takes, on average, five activities to draw an audience to your site.
-State of the Blogosphere 2009
Create a tactic grid
What about pitching bloggers? Dual roles: Bloggers pitching bloggers
What to post? • Check out who is talking
about health care on your social networks and respond to them
• Post links and commentary to essential articles
• Congratulate a contributor or partnering hospital on an accomplishment
Suggested routine
• A suggested routine outline is in the “Training” packet.
It’s all about the “like.”
Today's Fan Note: On CNN and CNN.com * "Avatar" director James Cameron is on
"Larry King Live' TONIGHT at 9 ET * VBS.TV on CNN.com: Meet the
bulletproof clothing tailor * Go inside the Tea Party movement, Tomorrow 6 am ET
Watch director James Cameron…
Best Practice! • Example of a Facebook “note.” • Special message for fans of CNN, exclusive content • Posted the note on their Fan Page wall • Generated hundreds of comments
STOP, Exercise Time. Let’s practice: Teams of 3
You just came across breaking news that lists your profession as the number one profession in the United States. You have a community
that would appreciate knowing this.
How would you share that information via Twitter, your blog and Facebook?
Write out the following: 1) Your 140-character message (Twitter)
2) Your 160-character message (Facebook) 3) The headline of your blog post
7 minutes
15-MINUTE BREAK Random Fact: The median age of a Facebook user is 26.
What role does social media play in your organization?
Q&A Segment
You ask, I’ll share.
60% of B2B don't have a staff member who is dedicated to
social media marketing.
Less than half (46%) of B2C lacked a full time social media
staff member.
It might not be a fit for you if...
• Your staff totals one and you are currently responsible for all communications
• In a highly regulated profession with legal implications
• Don’t feel comfortable or can’t get buy-in from executives
• Not sure if your consumers are on social media or want to be interacted with via social media
EXERCISE: ‘How can we integrate social
media content generation into our current work?’
STOP, Exercise Time. Let’s practice: By yourself
I’m going to share a copy of a chart in the next slide. I want you to make a similar one.
Left column: Top communication vehicles you currently use + add 1 or 2 social media platforms you already or
would like to use
Top column: Your company’s mission statements, focus, brand sentiment or goals
5 minutes
Content Generation TOOL Advocate Enhance
Image Cost-‐effec4ve Programs
Research and analysis
Educa4onal forums
TwiIer
Web site
Blog
Flickr
YouTube
10-MINUTE BREAK Random Fact: 35% of Twitter users live in urban areas.
Before we populate the tool you just created, it’s time for more
Q&A.
Ask anything about 1) Content generation; or
2) Engagement
TOOL Advocate Enhance Image
Cost-‐effec4ve Programs
Research and analysis
Educa4onal forums
TwiIer Hashtag support # Follow XXXX Weekly live chat
Aggregated TwiJer feed of XXXXXX
Promote programs
Facebook Share news and informa;on
Fan XXXXXX User-‐generated content
Web site Link to online accounts
Transcript of weekly live chat
Streamline and present info
Blog Personal commentary Guest posts Aggregate content
Flickr Events Recap events Charts and graphs
YouTube Keynotes Video recap Video response/tes;monials
TIPS for Aggregation and Information Overload
• RSS feeds • Google Reader • Alltop
• Apps • Mobile alerts
10-MINUTE BREAK
Random Fact: 10% of internet users in households earning more than $75,000 tweet.
EXERCISE: Engage + Content (Teams of 3 or 4)
Through online monitoring (or listening) you notice a trend in conversations praising your organization.
1. What do you do? 2. How do you respond? 3. How do you share the information? 4. What is your plan to engage?
Think:
• Portable = “I can take it with me.” • Personalized = “I can customize.” • Participatory = “I can join in.”
Credit: Pew Internet Research, “U.S. Relationship with News”
What’s next? It’s not about the “next” Twitter or “Foursquare.”
It is about bringing structure, focus and strategy to the idea
of social.
Identify the businesses’ social media structure
• Often seen in large multi national companies (e.g. HP, IBM)
• Business units are given individual freedom to deploy as they see fit, yet a common experience is shared amongst all units
• Requires constant communication from all teams to be coordinated
• Requires considerable cultural and executive buy in, as well as dedicated staff.
This is the brainchild of Jeremiah Owyang (@jowyang). He shares five models at www.web-‐strategist.com.
Integrate into an existing business plan (e.g. marketing and communications)
• It doesn’t have to be a turf war. • This is ANOTHER part of your outreach. • Add metrics (even if this is a benchmark year)
– High level metrics: • Goal: Foster dialogue; Measure: Share of voice, Audience
Engagement • Goal: Promote advocacy; Measure: Active advocates,
Advocate influence, etc – Mid-level metrics:
• # of clicks • Retweets, “Likes” • Comments • Online sentiment
Establish social media policy (Or integrate with existing communications policy.)
• Identify who can say what, when and where
• Know when you will/will not respond • Crisis communications • Sustainability • Exit strategy • Do employees need training? • Examples of appropriate social media use
versus abusing time online
Examine your workflow, change as necessary.
• It’s not about working more, but working better
• Creates a process, a system…a habit! • Eliminates confusion • Break down tasks
– Listen – Respond
– Delegate
Integrate listening Get serious about online observation (even if you’re not going to participate)
• Niche networks: Do you have a private or niche network?
• Trending topics: Make a national trend local based off of conversations
What social media users want
• Think about: – What platforms you
want to use – Who is there
– How they want to be reached
– What you want them to do
"After six solicitations a year, the likelihood for long-term loyalty
diminishes significantly.”
-George Rubanenko, Blackbaud
How do you monitor? <for free>
• Set up Google Alerts • Think about every term you need to monitor as part of
your communications and public relations efforts. This may include: – You – The company name – Company CEO and/or executive team – Company spokespeople – Competitors – Highly visible employees – Key stakeholders/shareholders/investors
• Google Alerts may not pick up every mention of your keywords.
• Use Nielsen’s BlogPulse - http://blogpulse.com
How do you monitor?
• Track social networks • Set up Tweetdeck to manage
syndication, schedule tweets and gather Twitter analytics. http://tweetdeck.com
• Set up Twitalyzer. It’s the most sophisticated Twitter analytics tool available. http://twitalyzer.com
Tools and Resources • Oneforty – A list of all third-party applications (
http://oneforty.com) • Tweetdeck – Third-party application to manage Twitter
accounts (http://tweetdeck.com) • Search.Twitter.com – Twitter search (http://search.twitter.com) • Twellow – Identify people to follow based off of details in their
Twitter bio (http://twellow.com) • WeFollow – Identify people to follow based off of how they
classify themselves (http://wefollow.com) • Tweetphoto – Photo sharing service (http://tweetphoto.com) • WTHashtag – Top resource for tracking hashtag mentions
(http://wthashtag.com) • Twitalyzer – Most sophisticated Twitter analytics tool (
http://twitalyzer.com) • Listorious – Aggregator of Twitter lists (http://listorious.com) • Flowtown – Import current email addresses, locate social
networks (http://flowtown.com) • Flavors.me – Aggregate online profiles in one place (
http://flavors.me) • Help a Reporter Out – Media opportunities (
http://helpareporter.com) • Pitchengine – Social media release and newsroom (
http://pitchengine.com) • Knowem – Find where your name is available and secure it
(http://knowem.com) • Alexa – Find details about your Web site and audience (
http://alexa.com)
• Bit.ly – URL shortener (http://bit.ly) • J.mp – A shorter version of bit.ly (they are one and the same…
simply a shorter version of its predecessor) (http://j.mp) • Google Reader – RSS aggregator (http://google.com/reader) • Google Alerts – Aggregates online mentions (
http://google.com/alerts) • Addict-o-matic – Digital dashboard (http://addictomatic.com) • Blog Pulse – Supplement to Google Alerts to find mentions in
blog posts (http://blogpulse.com) • Quarkbase – Overview of monthly web visits and other analytics
(http://quarkbase.com) • Board Tracker – Find brand mentions on online forums and
discussion boards (http://boardtracker.com) • Pitchengine – Social media release platform (
http://pitchengine.com) • HelpAReporter – Free media opportunity network (
http://helpareporter.com) • SocialMention – Analytics and sentiment (
http://socialmention.com) • Twellohood – Find people tweeting by location (
http://twellowhood.com) • Mail Chimp – Email campaign platform (http://mailchimp.com)