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Welcome! Media Training webinar Social Media Integra3on for ValuesBased Businesses & Organiza3ons
22

Social media integration for values-based organizations

Nov 19, 2014

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Business

Pat Heffernan

During a webinar presentation on social media integration for values-based organizations, more than 120 of us from across the U.S. mused about trends, best practices and common challenges. There was a lively discussion with a slew of questions, and I promised to follow up for the attendees, so here goes….
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Page 1: Social media integration for values-based organizations

Welcome!

Media  Training  webinar  

Social  Media  Integra3on  for    Values-­‐Based  Businesses  &  Organiza3ons  

Page 2: Social media integration for values-based organizations

1. 2. 3. 4.

AGENDA

The basics!

Plan-Do-Check-Repeat!

Sample Tool: HootSuite!

Q & A, Resources!

Page 3: Social media integration for values-based organizations

sOcial media

pODCASTS wikis

weblogs InterNet forums Network

commuNity

RSS FEEDS BLOGGING

NEWSGROUPS

RATING BLOGS

VIDEOS

PICTURES

MICROBLOGGING INTERNET

COMMUNICATION

WEB 2.0

BOOKMARKING

Page 4: Social media integration for values-based organizations

Social Media Integration STRATEGY

WHAT

HOW for whom

Page 5: Social media integration for values-based organizations

Your  Website  And/or  Blog  

Hub  and  Outposts:  POEM  (Paid-­‐Owned-­‐Earned-­‐Media)  Framework  

The  hub  of  efforts  is  your  website  and/or  your  blog,  and  that  is  where  we  want  to  drive  all  traffic.  Depending  on  your  objec3ves,  we  want  to  integrate  the  social  media  into  your  other  ac3vi3es,  to  amplify  those  efforts,  and  to  engage  with  your  stakeholder  audiences.    

Page 6: Social media integration for values-based organizations

WHO

WHERE

WHY

WHEN

HOW

WHAT

Page 7: Social media integration for values-based organizations

Implementation Quality and CoNtrol:

PlaN

Refine DO

CheCk

Page 8: Social media integration for values-based organizations

Four Keys to Success: 1.  Determine the right tools for communication with

your key constituents (multi-channel, including social media) 2.  Monitor What’s Being Said 3.  Join the Conversation 4.  Evaluate End Results

Page 9: Social media integration for values-based organizations

Unique SoCIAL NETWORKS

Page 10: Social media integration for values-based organizations

CONTENT  Refresh  °  Repurpose  °  Reformat  

Page 11: Social media integration for values-based organizations

Social  Media  Editorial  Scheduling  Calendar  

Page 12: Social media integration for values-based organizations

Response  Guidelines  

Source:  flickr.com/David  Armano  

Page 13: Social media integration for values-based organizations

Outgoing  Message  Guidelines  

Page 14: Social media integration for values-based organizations

Social  Media  Scorecard  

Page 15: Social media integration for values-based organizations

Social  Media  Scorecard  Charts  

Page 16: Social media integration for values-based organizations

EN

GA

GE

ME

NT

TIME

Page 17: Social media integration for values-based organizations

Shared dashboard

Pro HootSuite

(or Similar) CONTRA

Missing functions

Message control

Scheduling + Other Functions

Integration w/ other Tools

$$ ?

Tracking/reporting

Page 18: Social media integration for values-based organizations

Best  Prac3ces  &  Guidelines:  TwiZer  

•  Shorter tweets are best. •  Do not use Twitter's Retweet button on twitter.com •  RULE OF THIRDS > aiming for 1/3 of your tweets as news/trends/links

on your industry/issues, plus 1/3 as retweets/mentions/replies/engagement with others, plus 1/3 as talking about yourself (your products, your blog posts, your issues)

•  Timing/Frequency may vary based on your followers, but in general: Tweets are more likely to be read, clicked on, replied to and retweeted during the weekdays between the hours of 9am and 6pm (ET, or 6am-3pm for PT).

Page 19: Social media integration for values-based organizations

Best  Prac3ces:    Facebook  &  Google+  

•  Length  is  not  an  issue  here,  but  catching  aZen3on  is,  so  visual  appeal  demands  a  photo  or  graphic  for  every  post  on  FB  or  G+.  

•  Content:  In  general,  we  recommend  aiming  for  a  mix  of  news/trends/links  on  your  industry/issues,  plus  tagging/likes/comments/engagement  with  others,  plus  some  posts  talking  about  yourself  (your  products,  your  blog  posts,  your  issues).  This  mix  varies  significantly  based  on  your  organiza3on's  industry  or  FB/G+  "personality."  

•  Timing/Frequency  recommenda3ons  on  FB  differ  for  B2B  and  B2C  accounts.  In  general,  one  FB  post  every  other  day  is  the  most  individuals  want  to  see  from  a  business  or  associa3on  page.  (Excep3ons  might  be  during  an  event.)  B2C  accounts  get  significantly  more  engagement  if  posted  on  weekend  acernoons,  especially  Sunday.  B2B  pages  do  not  show  significant  weekday/weekend  3ming  differences  on  Facebook,  though  blog  posts  have  tradi3onally  aZracted  aZen3on  on  weekends  late  in  the  morning  or  early  acernoon.  

Page 20: Social media integration for values-based organizations

Best  Prac3ces:    LinkedIn  

•  Unlike other networks, the culture on LinkedIn favors fewer updates via your personal profile, and frowns heavily on posts similar to your Twitter or Facebook accounts. A status update weekly or two times a week is okay.

•  Corporate LinkedIn pages have more flexibility since "followers" are not updated in the same way or as intrusively.

•  Each LinkedIn group has its own culture and preferred behavior. Always listen for a while to avoid sharing inappropriately.

•  There have been no timing preferences identified on LinkedIn, although their newer "LinkedIn Today" news service seems to be drawing more people to look there in the early mornings.

Page 21: Social media integration for values-based organizations

Best  Prac3ces:    All  Pladorms  

•  Each  pladorm  has  a  dis3nct  culture  and  preferences,  as  well  as  ocen  different  audiences.  This  means  your  accounts  should  not  be  connected  so  that  a  LinkedIn  post  or  a  Facebook  post  automa3cally  also  goes  out  as  a  tweet,  or  vice  versa.  At  a  minimum,  each  message  should  be  op3mized  for  each  social  network,  as  noted  below.  (Note  that  this  also  applies  to  pos3ng  via  HootSuite.  That  is,  create  separate  Facebook,  TwiZer  and  LinkedIn  posts  -­‐-­‐  do  not  schedule  or  send  the  same  message  on  all  three  networks.)  

•  Try  to  use  HootSuite  or  a  similar  tool  whenever  possible  to  shorten  links  and  schedule  posts/tweets.  This  gives  us  the  most  reliable  tracking  and  sta3s3cs  on  how  many  people  clicked,  replied  or  re-­‐tweeted.  

•  Remember  you  do  not  "own"  these  media  pladorms,  and  they  can  (and  do)  change  their  rules  and  socware  regularly.  

Page 22: Social media integration for values-based organizations

Paid,  Owned  and  Earned  Media  Channels:    Are  You  in  the  Right  Place?  hZp://conversa3ons.marke3ng-­‐partners.com/2011/01/paid-­‐owned-­‐and-­‐earned-­‐media-­‐channels-­‐are-­‐you-­‐in-­‐the-­‐right-­‐place/    

Mashable.com      [mul3ple  guides  &  current  trends]  www.mashable.com    

Frameworks  Ins3tute  [consistent  messaging]  www.frameworksins3tute.org  

 Marke3ng  Partners  website  &  blog  Presenta3on  Available  Online  www.marke3ng-­‐partners.com  Click  NEWS  &  RESOURCES  

Resources