Welcome! Friending the Finish Line Conference Westin Arlington Hotel Thursday, July 19
Welcome!
Friending the Finish Line ConferenceWestin Arlington Hotel
Thursday, July 19
Let’s Celebrate Our Small Victories!
Welcome!
Each table has a collection of examples of social media successes FFL participants during the last six months. Take a few minutes to read through them before we get started ….
Let’s Celebrate Our Small Victories!
Welcome!
Share Pairs
Learn more about a success story that intrigued from a peer.
Agenda
2:15–2:30 Welcome and Activity
2:30-2:45 Review Goals for Phase 2 of the program
2:45-3:30 Integrated Content Strategy
3:30-4:15 Working SMARTer on Social Channels
4:15-4:45 Speed Geeking
4:45-5:00 Closing
Looking Back,Looking Ahead
Crawl Walk Run FlyTime Investment Link Social to
Communications Objective
Integrated Content Strategy
Integrated Multiple Channels
Culture Change Social Media Policy Engage Influencers and
Partners
Network Building
Basics Small Pilots for Insights and
Practice
Best Practices in Tactics, Tangible
Results
Reflection, Continually
Improve Results
Welcome
July2011 2012
10% Stand
65% Walk
25% Jog
75% Crawl
25% Walk
Where We
Started
5,351 Facebook
Likes
5,175 Twitter
Followers
Our Progress
9,730 Facebook
LikesUp 182%
10,851 Twitter
FollowersUp 210%
A Big Win!
Looking Ahead
Phase 2 Goals
Skills
Relationships
Impact
Policymaker Attention
Integrated Content Strategy
SKILL BUILDING SESSIONUsing An Editorial Calendar and
Content Optimization Techniques to Integrate Social Channels
Integrated Content Strategy: The coordinated process of distributing created and curated content through different channels to reach your audience, and move them to action to reach your SMART objective.
Curation
Creation
Coordination
Channels
Audience
Integrated Content Strategy
SMART objective
Shift From Campaign to Media
Site Mindset
HighlightsReviewsStoriesCase Studies
Breaking NewsPolicy NewsDataReports
TipsTutorialsListsResources
Idea PiecesInterviewsOpinionAnalysis
Features News How ToIdeas
How To Think About Content
BalanceSpontaneous with Strategic
Real Time
Planned
Original
Curated
You can learn a lot from doing “real time” content as part of your strategy that you can apply to your editorial calendar planning.
• Identify Audience• Channel• Frequency• Content • Optimization
Tool: The Editorial Calendar
What will you say?What will engage your
audience? Organize
Editorial Calendar
Wisconsin
Editorial CalendarExample
Date Hook Web Email Facebook Twitter Blog
June 27 Pre-Story Badge on site Invitation to Rally
Facebook Event for Rally
Links to credible sources following the hearing
Rally Invitation
June 28 Supreme Court Decision Due
FAQ: What it means for our people in our stateNews Release
Action alert immediately after decision with no matter what messaging
Post new cover imageLinks to analysis of what it means in our stateShare visuals from other FB Pages
Live Tweet hearingLinks to AnalysisLive Tweets from Rally
June 29 After Story Healthcare Bill
Follow Up Post photos from Rally
RT partners tweets
Editorial Calendar
SeptemberFish Bowl Exercise
Date Hook Web Email Facebook Twitter Blog
1
2
3
4
5
6
7 Labor Day
1. Brainstorm an editorial calendar for September.
2. Focus on how to apply the Facebook and Twitter optimization tips
3. Use template, sticky notes, and poster paper
Research: Content
Optimization Tips for Facebook
Source: Dan Zarella, Hubspot
Getting Into Newsfeeds: Edgerank
Score
• Consistent posting, but not too much per day (Test 1x every other day)
• Post engaging, relevant content, not constant self-promotion
• Exclusive content• Calls to action – ask your audience to share, like, or
comment• Understand the right time to post – test Zarella
findings with your audience using Insights data
Research: Content
Optimization Tips for
Source Buddy MediaOptimizing Facebook Wall Posts
Don’t Forget To Plan for
Facebook Timeline Features
#1: Pin a PostA status update that you manually select to stay at the top of your Timeline that does not slip down as you add other posts to your page.
#2: Highlight a PostA post selected to expand across your Timeline, taking up the space of both columns. Highlighting a post will help you draw more attention to the most important content on your page.
#3: Create MilestonesSpecial dates that you can tell the story of your organization through words and images.
Write Great
Tweets
Omit Needless WordsDescribe, Simplify, AvoidOne thought per Tweet Be HumanMake it sticky with curated links Don’t just RT, PersonalizeSay thanksAsk Questions
Content Optimization
Tips for Twitter
Debrief
• How can you use an editorial calendar in your organization for your social content?
• How can you improve your content strategy using an editorial calendar?
• What is one or two optimization tips that you can try and apply next week?
WorkingSMARTer:
Twitter and Facebook
•Share Tips•Share Examples•Hands-on Time
Working SMARTer:Twitter
Reply
Scan
Curate
Share
Search
Connect
Retweet
Thank
5 MinutesReplyShare
Plus 15 minutesScan your stream, lists Curate links to RT, Add To SchedulerSearch for new people to followConnect with followers, influencersRetweetThank for Retweets
Twitter in 20 Minutes a Day
Working SMARTer:
Tools
A Scheduler: bufferapp, timely, hootsuite, etc
Tweeting on the Go: Twitpic, Instagram, etc
Working SMARTer:Twitter
SHARE PAIR:
• What is your Twitter work flow?• How much time do you spend each
day? • What tips or tools make you
efficient?
Twitter Lists
Audience Targets
• Filters tweets to make good content easy to find and curate
• Subscribe to other people’s lists, don’t necessarily have to create your own
• Keep organized and productive
Twitter Lists
Audience Targets
Twitter Lists
Audience Targets
Twitter Lists
Audience Targets
Twitter ListsFrom
Hashtags
1.Create a list 2.Log into
Tweetbe.at3.Search
Hashtag and add users to list
4.Also can use to clean up mess
WorkingSMARTer:Facebook
Share Content
Curate
RespondEngage
MeasureFacebook in
20 minutes a Day
Working SMARTer:Facebook
Share Pair:
• What is your Facebook work flow?• How much time do you spend each
day? • What tips or tools make you
efficient?
CuratingSMARTer:Facebook
1.Find pages that share relevant content to like as your page admin
2.Log in, scan newsfeed
3.Share relevant and high shared items
Hands-OnLaptops Up
• Decide whether you want to do Facebook or Twitter exercise
• Find a partner• Use: http://bit.ly/FFL-workSMARTer
Speed Geek
•What was the SMART objective you set back in November at the last workshop? Did you accomplish it? What did you learn? What is still a challenge?•What is your SMART objective for social media for July-March 2013? What is your audience target/category?•What are some opportunities to support each other’s work through social media channels between now and March 2013?
Completed Form should be uploaded to the Wiki by August
Share Pairs, Report Out
Closing
• What’s one idea or technique that you can implement next week?
• What’s one action step that you can take to fill out your plan for the next
nine months?• What are some of your ideas for content for the conference sessions
moving forward?