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#TweetTalkSocial Media & ROI Metrics 101

Robyn Lyn FlorianNPOchick@gmail.comNonprofit Communications Consultant

Rachel Peckham (rachel.peckham@arbor.edu)SAU Director of Online Lead Generation

By the year 2016,the growth of mobile social network users is expected to reach 1.7 billion users,a 210% increase from 2011.

Marketers need to be aware of this growth and begin to build a strong foundation for an effective mobile social engagement strategy now.~ eMarketer

#TweetTalkOrganizational Social MediaEffective & efficient social media management (SMM) system

Social Resources to facilitate creative conversation campus-wide via various SM channels

Content Marketing

Icing on the Cake: Measurement & Analytics (Metrics)

#TweetTalkOrganizational Social Media: SMM SystemHootsuite Free, Pro ($5.99/mo + add. users & reports) & Enterprise ($1499/mo + add. Users & reports)SproutSocial Small Biz ($39/mo for 20 channels + users), Deluxe ($59/mo for 40 channels + users) & Premium ($899/mo for unlimited channels & 10 users)Hubspot Basic (starts at $200/mo-$700/mo, depending on # of contacts), Professional (starts at $400/mo-$3,000/mo, depending on # of contacts) & Enterprise (starts at $700/mo-$5000/mo, depending on # of contacts)Spredfast $2,000/mo*Shoutlet $12,000-$30,000/yr, depending*estimated introductory numbers

#TweetTalkOrganizational Social Media: SMM SystemListening monitoring organization, interaction, events (hashtags), distinctives (key words),industry, competitionPublishing automate, team assignments, schedule posts (Facebook posts on M-W-F, Twitter on Tu-Th, reply immediately)Measurement Google Analytics, Facebook insights, Twitter KPI; most engaging content, best day/time to publish for your audience

Hootsuite Free OR Pro ($5.99/mo)Unlimited social profilesTeam membersReporting

Be a pro Get Pro.

#TweetTalkOrganizational Social Media: SMM SystemSetting Up Hootsuite ProOrganize by channel or by stream personal preference, but schools with a large number of accounts should consider by streamSet Up Listening StreamsAdding YouTube & Flicker+ Stream > Apps > InstallSuggeston: Create Multimedia Tab and add one or both streams under one tab.Lists (alumni, faculty/staff, students)Schedule PostsAssign Responses to team users

#TweetTalkOrganizational Social Media: SMM SystemBest PracticesDo not mix personal and organizational accounts.Utilize only reliable, trustworthy employees and use leveled user roles.Never share passwords.

Other AppsGoogle+ - Can filter by circles to segmentposts and other activityLinkedIn has introduced company pagesto a select group, but will release themin future.

#TweetTalkOrganizational Social Media: Social ResourcesThe days of controlling the message at the administrative level must give way to framing the message and equipping organizational colleagues for multi-level distribution.

Staff ChampionInspires and motivates organizational adoption of social media.Communicates energy and organizational personality via social media.Assigns content development and response responsibilities.Knowledgeable about various social media channels, and stays abreast of new opportunities and changes in the industryMaintains a social media idea bank per channel (Facebook, twitter, YouTube, etc.) ~ consider content curationConducts staff training (Social Media Mondays lunches, internal brief email inspiration, best practices, classes & webinars)

#TweetTalkOrganizational Social Media: Social Resources

Another Time Management Structure:

70% - Whats most important now Facebook, Twitter, YouTube, Flickr20% - Whats around the corner Google+, Foursquare, Tumblr (Gowalla gone, bought by facebook. Instagram just bought by facebook as well.) RESERVE Google+ shortcode at gplus.to.10% - Whats possible in the future Pinterest*, stake your claim on the name

* Investment depends on industry. Retail industry GO!

Credit TBA

#TweetTalkOrganizational Social Media: Social ResourcesTechnologyMobile devises advisable for immediacy in responseComputersSocial media accountsVideo production equipment (or outsource)

Additional StaffThe most important, compelling content at our schools will come from our academic departments. Establish departmental coordinators for social media team.

#TweetTalkOrganizational Social Media: Content MarketingExposure Brand Reach, i.e. Impressions, Visits, Follows, LikesInfluence Mentions, i.e. Sharing, Retweets Engagement Actions, i.e. Click Thrus, Responses, Lead GenConversion Sales, i.e. Revenue, AttendanceRetention Repeat Engagement & Revenue

http://allthings.womma.org/2012/03/29/where-is-the-social-sales-professional/

#TweetTalkOrganizational Social Media: Content MarketingBy Preferred ChannelFacebook (more B2C)Twitter (more B2B)LinkedIn (more B2B)BlogsYouTube/VideoGoogle+Photo Sharing (Pinterest, Flickr, Instagram)

~ Most Used SM Tools, Social Media Examiner Report 2011Focus for 2012YouTube (knocking Facebook off the top) High ROI, but more expensiveFacebook Best focus for people just getting startedTwitter Good customer service channel

Google+ - in part due to the Google empire, value in Google search

Pinterest, Flickr, Instagram

~ Top 3 Areas of Focus for 2012, Social Media Examiner Report 2011

#TweetTalkOrganizational Social Media: Content MarketingNew Facebook TimelineCover Pic850 px X 315 px preferred, at least 399 px wideMultiple photos or one good imageNo calls to action, Like This or Share This,, discount/pricing or contact infoKeep profile pic as company logo for icon 180 px X 180 pxPin posts (contests, key content)Highlight posts (click star, post widens across both columns)Milestones (add past organizational info)Admin Panel / Facebook InsightsNew apps Four show on page, including photos (doesnt move), change apps, app photos (111 px X 74 px), change to call to action

#TweetTalkOrganizational Social Media: Content MarketingBy DistinctivesIdentify organizational distinctives.SAU Michigans largest Evangelical Christian university, critical participation, global initiatives, social justiceShare these distinctives with colleagues in a memorable way (on a coffee tumbler? laminated card?)Seek and prioritize mission-driven stories than reinforce key distinctives.

#TweetTalkOrganizational Social Media: Content MarketingUtilize writing for the web best practicesScannable Text (use bold text for headings and sub-heads)Above-the-Fold coordination of contentBullet-point Lists50% less text than traditional printSplit longer articles up into multi-page series of articlesLinks to off-site resources should open in a new window so they dont leave your site. Links to on-site content should open in same window.

#TweetTalkOrganizational Social Media: Content MarketingOne Voice/PersonalityPersonality (think cocktail party, without the alcohol, of course ), Authenticity & One VoiceContent Publishing MapUse a content calendar to schedule production and posting of social media posts throughout the weekRequires quality, intentionally-framed content plus time- and event-responsive contentOutsourcing: Initial design and developmentAnnual or bi-annual consulting on strategies, analytics, content and up-to-date information

#TweetTalkOrganizational Social Media: Content Marketing5 Love Languages of Community EngagementWords of affirmation: How you say things in the social space is very important. [Encourage, support, value others.]Quality time: Reply to comments on posts and walls. Spend quality time in the spaces that are important to your community. Receiving gifts: It doesn't have to be a big gift, but it should be special, i.e. offer timeline cover photos for people to put on their timeline. Acts of service: [Provide valuable, helpful content.]Physical touch: How can we create a personality so that our audience feels theyknow us?

~ Adapted from Don't Be Afraid of Community Engagement byRobin Smail, Disruptive Technologist at Penn State University, #edugurusummit based on 5 Love Languages by Gary Smalley

#TweetTalkSocial Media Resources: ContentHootsuite Bloghttp://blog.hootsuite.com/ Mashable: Social Mediahttp://mashable.com/social-media/Social Media Examinerhttp://www.socialmediaexaminer.com/SalesForces Radian6 (free resources) http://www.radian6.com/resources/ HubSpot Marketing Resources (free webinars)http://www.hubspot.com/marketing-resources/

#TweetTalkSocial Media Resources: Content101 Social Media Tactics for Nonprofits: A Field Guidehttp://www.101socialmediatactics.com/

#TweetTalkThe Icing on the Cake: Social Metrics

#TweetTalkThe Icing on the Cake: Social MetricsHow do you know your social media strategy is working?

Take your content to the next level by applying social analytics.

#TweetTalkThe Icing on the Cake: Social MetricsIn and of themselves, they dont mean much,BUTWhen you chart their history, they can be a powerful tool to measure your performance!

#TweetTalkSocial Metrics: Beginning MetricsRetweets The number of retweets you had this month is great, but chart your retweets over time to measure the success of your strategy.

Likes By the same token, charting your Facebook page or post likes over the course of time can help to see what kind of content is most effective, and tracking the progression of friends can tell you your reputation.

#TweetTalkSocial Metrics: Align Your Analytics With Your Business Objectives to Develop Key Performance Indicators (KPIs)So whats your objective in social media?DialogPromote AdvocacySupportInnovation

#TweetTalkSocial Metrics: Align Your Analytics With Your Business Objectives to Develop KPIsDial