Launch to New Heights Using Social Media
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Stephanie @Schierholz 1
Launch to New Heights
Using Social Media
Stephanie @Schierholz 2
Stephanie Schierholz
• Social Media Manager
• (Formerly) Social Media Manager
• @schierholz
Tweeting from space now:
@Astro_Pettit @Astro_Andre
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“You may not have a spaceship, but your company has a fan base.
They won't think of themselves as fans until they're in a room with like-minded people.
They won't think of themselves as members of a community until
YOU bring them together.”
- David Rosen, @davidhrosen
(Director, Burson-Marsteller)
Stephanie @Schierholz
Where Does Social Belong?
• Tends to be Web/IT or Communications
• Why Communications?
– The purpose is to engage the public.
– Communications officers are trained to know what
information is releasable and what is not and
empowered to use that information.
– It gives the Communications team feedback and a
better sense of what messages are communicated
effectively.
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How Do You Create Order?
• Give to get: provide an incentive (like an official listing) in exchange for info/control
• Create a support or working group – most people doing social media on their own want to do it better and learn in a safe environment
• Become the expert
• Build allies and pool resources
• Use the authority you have
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Social Media Policies
• What existing policies apply? – Internal/External
Communications
– Use of IT/Web
– Security
• What policies need to be put in place?
• Look at what others have done
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Coordinate Among Groups
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Edu/ Outreach
Records
Web
General Counsel
CIO
IT
Integrating Social Media
• Social Media is another tool
• Find ways to integrate it into how your
communications function already runs
• Build on what you already have
• Make it easy to find your social media
• Make it easy to share your content
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Build On What You Have
• “Mobile will be bigger
than desktop Internet in
5 years.” - Mary
Meeker, April 2010
• You already have a
website. Is it accessible
via mobile?
http://mobile.nasa.gov
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Make Social Easy to Find • On your home
page
• Collected on a dedicated page
• Twitter stream on your home page
• On your “contact us” page
• Relevant accounts on relevant pages
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Make Content Easy to Share
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How Do You Connect?
Content
• Insight
• Expertise
• Imagery
• Data
• Product
What Is Your Unique Value?
Stephanie @Schierholz 13 Blue Marble 1972
Stephanie @Schierholz 14 Big Blue Marble 2012
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Engagement Fundamentals
• Focus on your audience. What do they want?
Not sure? ASK.
• Quantity will result from quality interaction.
• Find your amplifiers. Notice who is
retweeting and sharing your information.
• Notice HOW people are sharing your posts.
Their edits can tell you what they find
important.
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Engage with Online Chats
• How can you use your
existing assets to
drive engagement?
• How does your
customer perceive
your brand?
• A NASA expert
answers questions
about the lunar
eclipse. Dec. 21, 2010, 12-5 a.m. ET | Chat room at capacity (250) within 5 minutes until 4:30 a.m.
3,208 questions received; 2,393 answered | Total of 3,174 chat participants
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Twitter Chats
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“Let’s just try it”
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Take Engagement Offline
• NASA has great success with inviting social media fans to in-person, behind-the-scenes opportunities
• Events range from two hours to two days in length
• Lottery selection
• Participants pay their own way
#NASATweetup
#NASASocial
www.nasa.gov/social
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#NASATweetup Milestones
• Jan 2009: 1st Tweetup
• Nov 2009: 1st of 9
Launch Tweetups
• 7/10 NASA centers
have hosted plus a
facility & an event at the
World Science Festival
• More than 2,800 people
• 34 Tweetups
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How Does a Tweetup Help?
• Worldwide in person AND virtual participation
• Tap into the interested follower and make them feel special
• Participants amplify the message by spreading the word to their networks
• Building credibility by opening the doors
• “Surround sound” by more “traditional” news coverage…in more places
• Creating a community of advocates
ENGAGEMENT
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Make Events Special and Memorable
Provide unique or exclusive:
Information
Speakers
Access
Setting
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Successful Events Rock Logistics
Short, interactive sessions
Connected (WiFi)
Share with online
audience
Power
Tables and chairs
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Out of this World:
Moving people from…
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Foster the Community…
But Don’t Own the Community
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So… Is This Transferable?
Writing for Social Media
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Think Differently Social Media is Not a Press Release
• Social media is a conversation – spend as
much time listening as you do speaking.
• Provide GREAT content that will get people
talking.
• If you start a conversation, participate in it;
don’t start it and walk away.
• Ask for and enable feedback – respond to
mentions on Twitter, comments on blogs,
Facebook, etc.
Social Media Writing Tips
• Good writing is still critical to driving
engagement.
• So is good grammar and style.
“&” is okay but “2” for “to” is not
• More specifically, think headline writing:
keep it succinct and enticing but don’t
oversell
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More Social Media Writing Tips
• Facebook ≠ Twitter ≠ Google+
so don’t treat them the same
• Provide links to more info but use a
URL shortener
• On Twitter, at minimum, leave room for
RT @YourHandle
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Lessons Learned
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Social Media Analytics
• What you analyze should align with your
goals. For NASA, it’s all about engagement.
• NASA measures: – Popularity (clicks, retweets, shares) of a post
– Response ratio
– Anomalies: what causes a spike or a dip?
• Look for steady, organic growth.
• Quantity results from quality interaction.
• Most popular content: pictures
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