Social Media: Am I Doing it Right?
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Transcript of Social Media: Am I Doing it Right?
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Social Media:Am I doing it right?
Association of Zoos & Aquariums Annual Conference | Portland, Oregon | September 2009
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Let’s talk about…1. What it means to be successful with social media
2. How we can track and measure social media
3. How our audiences engage with social media
4. What we can do today to maximize audience engagement with our social media
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Redefining success from web 1.0
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What is success?
How do I define success in social media?
Mission CommunicationsPlan
Social Media Goals
Make it measurable
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Example: WPZ social media goals
Measure what matters to you
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Core elements of success
ENGAGEMENT“Our audience is
engaged”Metrics (Quantitative):• # of comments• Video ratings• # of retweets / shares / likes
Metrics (Qualitative):• Tone of comments• Perception of brand
REACH“We have an
audience”Metrics:• Page views• # of subscribers• # of fans
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Do I have reach and engagement?
Listen
Measure
Learn
Adapt
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Listening and trackinghttp://www.google.com/alerts
http://search.twitter.com
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Listening and tracking
http://www.socialmention.com/
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Measuring reach and engagement
http://www.sensidea.com/socialseek/
Paid servicesRadian6:
http://www.radian6.com
PR Newswire: Social Media Metrics
http://www.prnewswire.com/
Free services
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Facebook Page Insights
ENGAGEMENT
REACH
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www.klout.net
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Sentiment tracking
www.twendz.com
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Link clicks and shares
REACH
ENGAGEMENT
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So how do I get more reach and
engagement?
Photo by Dennis Conner
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Understand your audience
Photo by Ryan Hawk
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Types of social media users
Social media
Spectator
Joiner
Creator
Collector
CriticInactive
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CreatorI see what you’re doing & I want to do it too
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CriticI see what you’re doing & I want you to know what I think of it
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CollectorI see what you’re doing & I want to influence its output
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JoinerI see what you’re doing & I want to be associated with it
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SpectatorI see what you’re doing
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InactiveDid you say something?
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Profile your audience
United States internet users
http://www.forrester.com/Groundswell/profile_tool.html
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Barriers to audience engagement
• Mostly spectators
• Time
• Tech limitations
Photo by Ryan Hawk
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Incentives for engagement
• Relationship building
• Benefits and exclusive value
• Influence
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Can’t FAIL tips for engagement
• Know your audience: use profile tool• Recognize barriers and incentives • Provide ways to engage at all active levels Example: Facebook fan page
Creators – add photos to your fan album Critics – “like” a post Collectors – tag photos Joiners – become a fan Spectators – page viewable without an account
• Put out irresistible content• Model engagement you want to see• Keep it real• Listen, measure, learn, adapt. Repeat.
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[email protected] | @WPZRebecca | @woodlandparkzoo