Danielle Brigida: Deep dive into social media and content strategy
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Transcript of Danielle Brigida: Deep dive into social media and content strategy
![Page 1: Danielle Brigida: Deep dive into social media and content strategy](https://reader031.fdocuments.net/reader031/viewer/2022020411/5a67bd9f7f8b9a360c8b740b/html5/thumbnails/1.jpg)
DeepDiveIntoSocialMedia
andContentStrategy
ByDanielleBrigida
@Starfocusor@USFWS
U.S.FishandWildlifeServiceTomKoerner,USFWS
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I’maWildlifeand
TechnologyGeek
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U.S.FishandWildlifeService
• Over300SocialMediaAccounts
• Profilesrepresentrefuges,regions,programs,etc
• Over400,000peopleinthenaMonalcommuniMes
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SocialMediaBenefits:
Fire=CriMcism
Earth=RelaMonships
Flood=Support
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Iden%fyYourCommunityandEngage
Who’swhoinyourcommunity?
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Community,Network,andCrowd
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ListenandObserve
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SomeWaystoFind
YourCommunity
SearchKeywords
• OrganizaMon’sName
• Keyindividuals• Brandingmistakes
• Programreferences
ReferringTraffic
• GoogleAnalyMcs• Facebookinsights
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EngagingStrategically:
CreateaDashboard
Searchhashtags,keywords,uselistsand
monitortopics
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GroupPeopleinListstoFollow
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InvesMgateTrendsandAnalyMcs
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FreeWaystoListen
• Search.TwiZer.com
• Topsy.com
• Google.com/trends
• Tagboard• FacebookSearch• RSSfeeds
Tagboard.comsearcheshashtags
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UseSocialMediaListeningtoEnrichYour
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UnderstandVariousTypesofContent
andtheLifespan
Social
BlogPosts
NewsArMcles
Features
EvergreenContent
Formal
Informal RightNow
3years
fromnow
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ExperimentandMoMvate:
#IvoryCrush
ListeningtoHowPeople
DiscusstheIvoryTrade…
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WeUsedOurImagetoIncludeOthers
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UsingInstagramtoListen
• Iconosquare• Tagboard• HashaMt• SearchLocaMon
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HelpsYouFindPhotographers
ofYourSubjects
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ResearchonPinterest
toFindInspiraMon
PinterestSearch
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ListeningUnearthsGemsand
NextStepsforContent
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LearntheImageSizesandShapesfor
EachNetwork
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VisualsCanAddSoMuchContext
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ThroughListeningWeFound
EducaMonalandResourceVisualsWorked
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AddValuetoAcMveConversaMons
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KnowHowYourContentShares
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ResearchandJointhe
Community
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HaveaPosMngStrategy
FromSmartInsights.com
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DoNotJust“PushitOut”
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BuildYourOwnCommunityThenincludethemtoinspirecontent.
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GeneralCommunityRules
• UsetheirinteracMonstoinspirenewcontent• Protectthepeopleonyourpage• CorrectmisinformaMon
• AnswerfrequentlyaskedquesMons
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HaveCommunityGuidelines
• Beclearaboutcommunity
expectaMons
• Killthemwithkindness
• Protectthepeopleonyourpage
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CreateContentthatFosters
ConnecMonsandRelaMonships
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ActonWhatListening
TellsYou
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Listeningthroughmetrics:TripAdvisor
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Re-IntroduceandRecycleContent
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PlayandExperiment
CuteChicksontheBeach
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InvesMgatethe“newesttool”,
butdon’tlosewhoyouare
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Measurement
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CommonResponsetoSocialMeasurement
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UsingDatatoInformDecisionsDoyouhaveaccesstowebanalyMcs?
Doyouregularlysharestats?
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NotSoSexyThingstoRemember
• IdenMfyyourgoalsorobjecMves
• Doyourhomework:whichtools,messagesandcontentworkbest?
• CollectInformaMoncaninformhowtoCHANGEfuturebehavior Image:TomKoerner,USFWS
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WithMeasurementReferenceYour
PreviousStrategy
Image:Flickr/IowaRedBulls
• IdenMfyaudience• Specificgoals• Capacity/Time
• Outreachplan• Long-termplan
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ThereAreaLotofMetrics
source:Metricsman.wordpress.com
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MeasuringTypesofSocialMedia
OwnedYourBrandedPresences
EarnedOrganicSharesandPosts
PaidSocialAdverMsing
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OwnedSocialMedia
TheImpactofYourAccounts
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Insights
Overview
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PerformancebyPost
Whatdoesyournumberoflikesmean?Howmanyfollowers
doesittaketobeasuccess?WeallhavethesequesMons,
butthefactis-ifdonewellmeasuringhowpeopleinteract
withyourorganizaMononlinecangreatlyhelpyoudetermine
wheretoallocateresources.Inthissessionwe’lltalkabout
whywemeasure,somemeasurementbestpracMcesanda
fewfreeandenterprisetoolsthatdon’tbreakthebank.
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FacebookInsights:Referrers
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FacebookInsights:ExporMngData
byPostorPageLevel
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WhatCanFacebookInsights
ReallyInform?• Topshareablecontent–whatworks,whatshouldyouproducemoreof?
• WhatisyourcurrentacMveaudience?
• WherearetheregrowthopportuniMes?
Butthere’ssMllmorequalitaMveinformaMonto
track:
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OwnedSocial:TwiZer
AnalyMcs.twiZer.com
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ByTweet
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AudienceInformaMonhZps://analyMcs.twiZer.com
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OwnedSocialMedia
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OwnedSocial
Media:
LinkedInCompany
Page
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OwnedSocialMedia:
YoutubeChannelMetrics
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MeasuringEarnedSocialMedia
• SharedContent:Sharethis&Addthis• WebAnalyMcs(ex.Google,SiteCatalyst)
• GoogleTrackbacksorLinks• RSSReader(Feedly,DiggReader)• MenMons(SumAll,SocialMenMon)
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Rememberlistening?Good.
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MeasuretheFullPicture
Original
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CollectQualitaMveDataThatInforms
YourStrategy
ReporMngCrimes
AdvocacyRequests
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IdenMfyPossibiliMesto
EngageinaMeaningfulWay
UseContent
BuildMutual
RelaMonships
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TellaStorywithYourData
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AGoodMeasurementPlan…
RevisitsYourGoals:
ImprovingReputa%on
CombinesAvailable
MeasurementTacMcs:
SocialAnaly%csandWebAnaly%cs
UsesQualitaMveand
QuanMtaMve
InformaMon:
CommentsandIncreasedShares
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GeneralGeekiness
• Buildoffautomatedreportswheneverpossible
• ExportDatatoplayifyou’recomfywithspreadsheets
• Followblogsandreportsthatdiscusswebandsocialmetricsandtechniques
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CollaborateAcross
RegionsandPrograms
QuarterlyReport CampaignSpecificReport
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AnalyzeDon’tRegurgitate
• PickmetricstomeasureaheadofMme
• EvaluateoverMme
• IdenMfyanomalies
• Tellastorywithyourdata• TrackmetricsthatmaZer
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Figurethatifitputsyoutosleep…
You’renotmeasuringanything.
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Listen,Communicate,Create,Track
TimeonSocialMedia
Listening
CommunicaMng
CreaMng/ExperimenMng
Tracking
30%
30%
25%
15%
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ThereAreaLotofMetrics
source:Metricsman.wordpress.com
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Ques%ons?
DanielleBrigida
NaMonalSocialMediaManager
U.S.FishandWildlifeService
@USFWSor@starfocus
[email protected],Flickr