Brown social media4evr_brief-05142013

Dr. Michael A. Brown Sr.May 14, 2013

Focus on the “WHY” of Participation

• What is EVR?

• What is Social Capital?

• Networking Initiatives

• Social Media 4EVR Objectives

• Planning

What We’ll Cover

Something Funny

What is EVR?

• Sustain success by delivering on an EXPECTATIONof shared VALUE and a worthy RETURN on each participant’s investment of time and attention

• Three benefits:

1. Get useful help in a two-way arrangement

2. Take advantage of valued information exchange

3. Get and give recognition that matters to others

It’s NOT about the path

It’s NOT about the platform

It’s aboutSocial Capital

• Understand the importance of building social capital

What is Social Capital?

Social capital is the value or reward

for effectively applying one or more

of the pillars of social media. It

provides a foundation for addressing

expectation, value and return.

• Find real value in your activities that transcends time, giving you continuity

• Focus on identifying, achieving and nurturing social capital

• Take advantage of one or more of the four pillars of social media strategy to pursue your goals and objectives:

– Communication: Ensure continuous interactions whenever possible

– Collaboration: Foster cooperation when exchanging valuable information

– Education: Leverage appropriate learning styles to ensure success

– Entertainment: Use humor, emotion, empathy, sympathy, etc., to deliver a message

A Different Approach

Focused Activities

Networking Initiatives

• Discover new social media thought processes

• Analyze the reasons for participation

• Stress value propositions critical to networking success

• Embrace the need for planning

Target Areas

• Discover new social media thought processes

– Barriers to entry are almost non-existent

– Almost effortless to get involved in social networking activities

– Focus on your end state, not the platform you use

– Allow the destination, not the path, to be the focus

Focus: Think Differently

• Analyze the reasons for participation

– Ask questions about relationships between social networking and individual performance much earlier in the process

– Goal-setting should precede social networking start-up

– When it doesn’t, it should happen as early in the process as possible

Focus: Energize Your Participation

• Stress value propositions critical to networking success

• Set measurable goals for participation

• Pursue your end state vigorously

• Seek feedback and verification that your social media approach is working

Focus: Pursue Value

• Embrace the need for planning

• Social media success lies in developing an understanding of practical applications and partnering with others to build community

• Allow organizations to demonstrate the full range of possible

benefits of social networking endeavors

– Potential individual benefits are often an after-thought in social networking

• Build an adoption and participation model to predict and

promote social networking activities

Focus: Embrace Planning

Audience & Participation Focus

Objectives

1. Help people and organizations identify social media participation expectations, value and return on investment of time

2. Develop or improve organizational or personal branding efforts using tools and techniques provided herein

3. Demonstrate how to develop a social media plan that addresses the goals required by either organizational or personal brand

Three Keys to Success

• Think about how your intended communication will be perceived by your target audience

• Engage

– Conscious attempt to gain attention and reputation

– Understand what you have to offer and offer it

– Determine what knowledge you can share that is worthy of giving and receiving input

Know Your Audience

• Create a process to successfully guide you to goal achievement

• Create compelling content

• Facilitate adoption or participation with strong WIIFM

• Filter incoming and outgoing information – both should be geared to reach your social media participation goals

• Maintain levels of activity and stay interesting

Focused Participation

End State and Action Plan

Planning

• Good plan fights negative outcomes – fail to plan, plan to fail

• Plan can serve one of two purposes

– If you have a plan before you engage in social media activities, it can protect you from the threats mentioned above

– If you’re already engaged, a good social media plan can make course corrections and improvements that will make your social media activities even more rewarding

• Include performance considerations in the beginning stages of social

networking

• Affect online interactions as they happen & seek supportive behaviors

Achieve Your End State

• Employ tools & techniques to engage audiences in a meaningful way

• Measurable Goals

– What do you want to accomplish (e.g. become a known expert on a subject and be a source for media)? Who is your corporate voice?

• Targeted Audiences

– Who will be interested in your content?

• Strategically Selected Channels

– Which audiences – blog, twitter, Facebook, four square, podcasts…?

• Focused Topics

– What are you going to write about and, if more than one subject, how often will you cover each?

Social Media Action Plan

1. Introduction/Overview

2. Objectives – measurable with a timeframe for completion

3. Audience – specify your segments of a population

4. Communication Strategy (Base on the four pillars)

5. Key Success Factors: access, value, benefits, opportunity to connect

6. Measurement

7. Content Development and Distribution

8. Benefits

Social Media Plan Outline

Michael A. Brown Sr., Ph.D.LinkedIn:michaelbrown76Twitter:@MichaelBrown76Skype: mike.brownsrMobile: (757) 876-6589Website: www.rightfitcomm.comBio: http://rightfitcomm.com/michaelbrown/Blog – Right Fit Leading:http://rightfitcomm.com/wordpress/