The Power of Recycling and Social Media Summit 2012 October 2, 2012 Point Clear, Alabama
The Power of Recycling and Social Media
Summit 2012
October 2, 2012 Point Clear, Alabama
Social Media is… • About Community • Two-‐way Dialogue • Discussion Oriented • Transparent/Allows Feedback • Constantly Evolving • Powerful!
Copyright 2010 by The Vandiver Group, Inc. All rights reserved.
What is Social Media?
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Social Media Landscape • 56% of Americans have a profile on a social networking site.
• 22% of Americans use social networking sites several Tmes per day.
• 20% of all page views on the web are on Facebook. • There are over 465 million acTve TwiVer accounts. • YouTube receives more than 2 billion views per day. • Pinterest has over 10.4 million registered users.
Social Media • The media world is no longer one-‐way communicaTons—it is conversaTons and collaboraTon
• Reporters now use social media every day; to find story ideas, get quotes, poll their audience, etc.
• News stories are starTng to break on social media first
Impact of Social Media on Recycling
• CommunicaTon is now happening in public, more open forums.
• The public is taking a more acTve role. • Increased demand for informaTon and transparency.
• Consumers are using social media to make decisions.
The Power of Instant Feedback • Anyone can share experiences and vent frustraTons on social media.
• Listen to what the public is saying and use insight to adapt and meet their needs.
• Gives organizaTons the ability to measure outcomes of outreach in real-‐Tme.
• NOTE: Fast response Tme is crucial.
Tools In Your Toolbox
• Facebook • TwiVer • LinkedIn • Blogs • News Sites • MulTmedia
Social Media is Evolving
• Mobile • Google+ • Pinterest • Facebook Changes
Your Social Media Mix • What are you trying to achieve? • Who are you trying to reach? • What content do you have to share? • How much Tme do you have? • Where are you comfortable?
Your Social Media Mix • What voice will you use?
• Are you represenTng an organizaTon? • Are you posTng as an individual?
• What are you allowed to share?
Copyright 2010 by The Vandiver Group, Inc. All rights reserved.
Social Media—Types of ParTcipaTon
Social Media Strategy
• Develop a social media strategy for you or your organizaTon.
• Strategy should be customized. • Most effecTve strategies are broken down into four basic steps: listen, parTcipate, engage and measure.
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• Google Alerts: − Brand, company, compeTtors and industry.
• Search terms on social media. • Many opTons from free to fancy. • Search using Search.TwiVer.com or TweetScan.
Listen: Follow the ConversaTon
ParTcipate • You don’t have to post every day to create an effecTve presence on social media.
• Find the frequency that makes sense for you and be consistent.
• Communicate with employees
• Publicize local events • Highlight success stories and achievements
• Create specific pages for aliments or behaviors
• Daily recycling Tps • Opinion-‐sharing • UpdaTng the public regarding new informaTon
• Schedule changes (Holidays/Weather delay)
• Recruitment
• Employee outreach
• Peer-‐to-‐peer thought sharing
• Training videos • How-‐to’s • Share news stories • Staff/thought-‐leader interviews
• Event pictures • Visual updates
Social Media Engagement • CombinaTon of Talking and Listening
• Finding Relevant ConversaTons • ParTcipaTng In These ConversaTons • GeneraTng Responses to You Posts • Responding to Relevant Posts in a Timely Manner
• Collaborate to Share the Best/Latest InformaTon
Benefits of Social Media Engagement
• Build LasTng RelaTonships • Increase Number of Friends, Fans and Followers
• Find and Grow Your Target Audience • Influence Opinions and Behavior • Become a Trusted Thought Leader
• Faster, BeVer InformaTon for the Public
Measure • A few things to keep in mind:
• Most tools monitor and measure things differently; you will need a combinaTon of tools.
• Take some Tme to periodically search around for new measurement tools.
• Measure as much as you can, but also look at the relaTonships and connecTons you form.
• Make sure you are looking at the effects on your organizaTon as a whole, not just on social media.
Listen
ParTcipate
Engage
Measure
Rules and RegulaTons • Develop a social media policy for employees. • Train employees on the policy and answer any quesTons.
• More advanced training may be required for those managing your organizaTons social media accounts.
Have a Plan • PosTng schedules • Approval process • Protocol for responding to negaTve comments • Crisis communicaTons plan, including social media component
• Regular training or updates • Re-‐evaluate strategy every 8-‐12 months
Thank You
Andy Likes Senior Director of Media Rela1ons
[email protected] 314-‐991-‐4641 @TVGmediaguy
www.vandivergroup.com @VandiverGroup