Social media for national association for state workforce agencies

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Social Media Workshop for

State Workforce Agencies

February 12, 2013#NASWA

Social Media Strategist/Author/Speaker @NhatPham

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Background

Refugee from Vietnam Sales & Marketing Been in Internet since

90’s Technology “Nut” Love PeoplePhamily Guy

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Agenda

I. Introduction

II. Best Practices &

Case Studies

III. Engagement Strategy

IV. Managing Social Media

V. Next Steps 

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Mission

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Market

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Message?

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Method

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Media Mix

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Metrics

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Metrics

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HOT SEAT

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HOT SEAT

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HOT SEAT

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Best Practices

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General Best Practices

Online. Offline. Inline.

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General Best Practices

Timely Response

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General Best Practices

Tell a Story…

…thru social media

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General Best Practices

Stay on top of social media changes

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General Best Practices

Measure and Analyze

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Best Practices

Post Consistently

Use Pareto's Principle: 80/20 Rule

Use Compelling Content

Listen Louder

Be Social

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Best PracticesPost Consistently

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Best Practices

Use Pareto's Principle: 80/20 Rule

EducationalEntertainment vs PromotionalEngagement

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Best PracticesUse Compelling Content

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Best PracticesListen Louder

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Best Practices

Listen Louder Keywords/phrases

Google Alerts

Follow hashtags

Create streams

80/20 Listening

Search

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Social Networking Rule

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Case Study: Air Force

5M’s

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Case Study: Air ForceDO

Use SM to promote people and organizationsBuild community promoting feedbackInclude images, videos and blogsUpdate content regularly with solid informationLink back to other sitesRemember OPSEC* at ALL timesStay in your lane –focus on what you knowPlay niceAvoid the offensiveRegister organizational SM site with 434 ARW/PA

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Case Study: Air ForceDON’TUse SM to make political or inflammatory statementsRespond negatively to feedbackInclude unprofessional contentLet your page go uncheckedUse trademark itemsPost times, locations or operation specificsGive your opinion on things outside your areaPost things you wouldn’t want your mother to seeViolate PrivacyHide your site from the military or the public

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Case Study: Air Force

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Case Study: Air Force

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Case Study: Air ForceDON’T

Use SM to make political or inflammatory statementsRespond negatively to feedbackInclude unprofessional contentLet your page go uncheckedUse trademark itemsPost times, locations or operation specificsGive your opinion on things outside your areaPost things you wouldn’t want your mother to seeViolate PrivacyHide your site from the military or the public

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Case Study: Career Prospectors

I. Mission

II. Message

III. Market

IV. Method

V. Metrics

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Case Study: Career Prospectors

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Case Study: Career Prospectors

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HOT SEAT

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Identifying your Tribe

Demographics

Networks

Industry

Education

Cause

Language/Culture

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C-Level of Social Marketing Success™C-Level of Social Marketing Success™

Cultivate Common Cause Find your why It doesn’t have to be warm & fuzzy Connect to them on emotional level

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Connect the Dots

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Cross-pollinating

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Cross-pollinating

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Content

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Campaigns, Contests & Content

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Campaigns

Mission or Cause

One Message @ a Time

Find Influencers

Nurture the Movement

Call to Action

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Contests

Compelling

Keep It Simple

Call to Action

Cross Pollinate

Create Urgency

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Best Practices

Use Pareto's Principle: 80/20 Rule

EducationalEntertainment vs PromotionalEngagement

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Best PracticesUse Compelling Content

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Add Value

Content is King

Content is Cash

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Compelling Content

Stories

Discussions

Instructionals

How-to’s

Education

Reuse & Recycle Curation

Stories

Discussions

Instructionals

How-to’s

Education

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Dashboards

Hootsuite

Radian 6

SW Dashboard

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Dashboards & Management

Monitor

Schedule

Plan

Assign

Respond

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Exercise

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Keys to SUCCESS

Build Relationships

Add Value

Have a Plan

Find Your Voice

Call to Action

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Next Steps Key Stakeholders

5 M’s

Get Creative

Get Feedback

Tweak/create plan

Call to Action

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Nhat Phamnpham@successwerks.com

804.708.7637

RoadWarriorShow.comMonday’s 9AM ET

ContactContact

in/NhatPham

/NhatPham

Gplus.to/NhatPham

/NhatPham

@NhatPham

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Demographic Sites

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Alexa - Comparative site traffic reports. Includes estimated reach, rank and page views

Quantcast - It allows you to compare multiple web sites in one handy chart. Estimates only of monthly visitor data.

Compete - Competitor site traffic reports. Estimates only of monthly visitor data.

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Sample Social Marketing Calendar

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Industry Priorities

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