FOCUS ON HOW TO BE SOCIAL,NOT HOW TO DO SOCIALBill SchankelVP, MarketingSCTE

BUSINESSES IN THE GOOD OLD DAYS

Connected with customers on a personal level Were a source to find solutions/answers Thrived on word-of-mouth business Built trust with the customers

BUSINESSES IN TODAY’S SOCIAL MEDIA FOCUSED WORLD

Connect with customers on a personal level Are a source to find solutions/answers Thrive on word-of-mouth business Build trust with the customers

SOME FUN SOCIAL MEDIA STATS

2 New Users join LinkedIn every second

Facebook Users have gone from liking an average of 4.5 pages in 2009 to 40 in 2013

The fastest growing demographic on Twitter – 55- 64 year olds

YouTube reaches more US adults ages 18 – 34 than any cable network

Source: Global Web Index, May 2013

6 TIPS TO STARTING OR ENHANCING YOUR SOCIAL MEDIA CAMPAIGNS

TIP #1: KNOW THE TOOLS

Use tools for your chapter, that you use yourselfThe audience you want to connect with is likely using those same tools

Understand what the tools are forIf you don’t have video, don’t use YouTube

Appreciate the time commitment of eachTwitter will not take up the same amount of resources as a WordPress blog

TOP TOOL OVERVIEW

Facebook – Create profiles and provide timeline/newsfeed updates with text, photos and videos.

Twitter – Create short posts linking back to articles or sites.

LinkedIn – Create a group where people can establish themselves as experts through posting documents, discussions and presentations.

YouTube Create a video channel of short educational & promotional videos.

OTHER TOOLS TO CONSIDER

Facebook – Create a blog for your Chapter to position you and your officers/members as experts.

Twitter – Create a photo sharing stream from your chapter.

LinkedIn – Create your own wiki for your chapter or technical training topic.

TIP #2: KNOW YOUR GOALS

What do you want to achieve?ValidateRecruitEngage

How will you know if you achieved it?Measurements

• Social Media measurement is still very difficult

MEASURING SOCIAL MEDIA SUCCESS Create your own success matrix

Assign points for Social Media interactionSet a Point Total as a goal (i.e. Social Media Goal = 70/month

Social Site Action Total Action/Month Point Value for each action

Total (Action/month x

point value)

Facebook Posts 4 1 4

Facebook Comment 12 5 60

Facebook Likes 3 2 6

Twitter Tweets 3 2 6

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TIP #3: KEEP IT FOCUSED

Pick one or two toolsJust because there are hundreds of options, doesn’t mean you have to use them all

Maintain a consistent content feelYour end user needs to know what to expect when they interact with you

Stick with the tools you picked for at least six months before adding others

Don’t ask your members to follow you in too many places

SAMPLES OF INCONSISTENCY

A professional banking firm that encouraged people to follow them on Twitter for financial tips began tweeting out photos from a leadership retreat at a 5 Star resort.

Keep it professional or keep it personal – don’t do both A retailer asked for customer feedback, but upon

receiving negative feedback, fired out some negative posts and shut down their Social Media sites

If you don’t want feedback, Don’t Ask

TIP #4: SOCIAL MEDIA IS ONLY AN EXTENSION Do not replace all of your other channels,

including personal networkingSocial Media sites are only supposed to generate leads for your regular site/Chapter

Deliver more on your actual website/chapter event

Your Social Media shouldn’t serve as the entrée – just an appetizer

MARKETING YOUR MARKETING

Unlike most marketing/communication tools, Social Media needs to be marketed

People generally won’t go to a Social Media site to find you, but instead your content

Don’t use it as straight marketingSocial Media works best when you use it to position yourself as a “thought” leader

TIP #5: DON’T JUST REGURGITATE INFORMATION Make each post unique.

Add more information to your social media than just straight facts

Share relevant articles and presentations, but provide some personalized editorial comments

Commenting on articles shares relevant information, but also showcases your expertise.

TIP #6: MAKE IT A TWO WAY CONVERSATION Encourage Feedback

Ask questions related to upcoming topics, encourage members to post comments

Answer their questions and reply to their comments

Don’t let the conversation die once your members start posting

SOCIAL MEDIA TRENDS FOR 2014

TRENDS TO WATCH FOR Social Media is mainly mobile

If you’re posts are driving people to your website, keep in mind they will be viewing on a phone

A Picture (or Video) is worth a 1,000 wordsWhere ever possible, include video/imagery into your campaigns

Users are agingDon’t assume you are going to attract a younger demographic by going Social

Social Media BlackoutsSelf-imposed blackouts are growing by users

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