3. Workshop Overview
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State of Social Media
How to P.O.S.T. Before You Post
Listening vs. Monitoring
How to Create a Social Media Team
How to Create a Social Media Playbook
Best Practices
Rules of Engagement
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4. Budget Definitions
• There is more than one kind of budget
– Monetary (Cost)
– Labor (Time)
– Materials (Resources)
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6. Current Situation
52% of B2C content marketers feel challenged by
their budget. (Content Marketing Institute)
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11. But First You Need..
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12. Create Your Formula for Social Media Success =
Nail Down Your Social Media Strategy: P.O.S.T
**People’s Time, Content Curation and Creation, Distribution
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13. P.O.S.T or BUST
If you are focusing on whether you should “do YouTube” or “Pinterest” you
don’t get it.
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14. Limited Budget Means Getting Resourceful
No FTE for Social? Get Resourceful
No $$$, leverage social media brand ambassadors
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15. Activity Time
Outline Your Organizations P.O.S.T
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People
Objective
Strategy
Technology
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22. Social Media Policy
Human
Resources
vs.
• Acceptable Behavior
• Legal
- HIPPA
- FERPA
• Access to Social at
Work
• Professional Guidelines
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Marketing and
Communication
Branding
Identity / Voice
Public Relations
Crisis
Communications
• Risk Management
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•
•
•
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24. No Policy? Consider a Playbook
Social Media Playbook
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25. No Policy? Consider a Playbook
Social Media Playbook Ingredients
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FAQs
Guidelines
Expectations
Do’s and Don’ts
– Scenarios
• Social Media Policy
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26. Who Should be Involved in Creating the Playbook
Social Media Playbook:
• Legal
• HR
• Senior Leaders
• Marketing
• PR
• Community Relations
• Sales
• Product Development
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29. Best Tip #1: Learn from Others, Help Others
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30. Best Tip #2: Read, Read and Read Some More
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31. Best Tip #3: Plan for Success…
Otherwise you plan for failure
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32. Best Tip #4: Where to Find Resources?
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33. Best Tip #5: You Need an Executive Champion
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34. Best Tip #6: Change is Hard
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35. Best Tip #7: It Takes a Village
I
am
ready
Can’t
Wait
Yay!
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Tweet!
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36. Best Tip #8: Don’t Be Afraid
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37. Bonus #1: Where Can You Find Content to Share
Caring is Sharing, but where do you begin?
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38. Bonus #2: Be Passionate: Excitement is Key
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39. Bonus #3: Control vs. Channeling
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40. Bonus #4: Reporting
Social Media Metrics
This graphic comes from a Corporate Executive Board social media member survey. Those surveyed
were asked to indicate which metrics they use to track the performance of a social media campaign.
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46. Resources
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Marketplace Education:
http://www.marketplace.org/topics/economy/education
Experian Blog: http://www.experian.com/blogs/marketing-forward/
Hobsons Blog:
Content Marketing Institute: http://contentmarketinginstitute.com/
How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-mediabusiness-strategy/
http://www.forbes.com/sites/deannazandt/2013/05/22/3-essentialcomponents-of-successful-social-media-campaigns/
Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube
http://www.marketingprofs.com/articles/2013/11063/free-and-paid-waysto-promote-your-brand-on-youtube?adref=nlt062613
Six Digital Metrics to Watch, http://goo.gl/Q3LUi
Social Media ROI: http://bootcampdigital.com/measuring-social-mediawith-alan-knecht/
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47. Resources
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Marketplace Education:
http://www.marketplace.org/topics/economy/education
Experian Blog: http://www.experian.com/blogs/marketing-forward/
Hobsons Blog:
Content Marketing Institute: http://contentmarketinginstitute.com/
How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-mediabusiness-strategy/
http://www.forbes.com/sites/deannazandt/2013/05/22/3-essentialcomponents-of-successful-social-media-campaigns/
Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube
http://www.marketingprofs.com/articles/2013/11063/free-and-paid-waysto-promote-your-brand-on-youtube?adref=nlt062613
Six Digital Metrics to Watch, http://goo.gl/Q3LUi
Social Media ROI: http://bootcampdigital.com/measuring-social-mediawith-alan-knecht/
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48. Resources
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Ensure Strategt Not Tactics Drives Social Media
http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategynot-tactics-drives-your-social-media
What Do You Need to Make Social Media Successful in Higher Ed? http://
socialmediatoday.com/rmetscher/1600341/what-do-you-need-makesocial-media-successful-higher-ed
9 Ways to Keep You Fresh, Inspired and Creative,
http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-youfresh-inspired-and-creative
5 Social Media Metrics That You Should Pay Attention To,
http://socialmediatoday.com/digitalsherpa/1586596/5-social-mediametrics-you-should-pay-attention
Social Yin and Yang: The Perfect Union of Strategic Listening and RealTime Engagement
http://socialmediatoday.com/jordanv/1602056/social-yin-and-yangperfect-union-strategic-listening-and-real-time-engagement
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49. Resources
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Brian Solis, http://www.conversationprism.com/
HootSuite blog, http://blog.hootsuite.com/social-media-storytelling-3/
Winning the Sorytelling War by Jonah Sachs http://www.youtube.com/
watch?feature=player_embedded&v=xvaPF_y-fiU
Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a
Good Story,
http://socialmediatoday.com/bryan-kramer/1570971/summer-and-socialmedia-why-you-need-campfire-fishing-pole-and-good-story
Altimeter Group, Social Business Survey,
http://www.altimetergroup.com/research/reports/evolution-social-business
Empowered, Groundswell’s blog,
http://forrester.typepad.com/groundswell/
3 Reasons Why Social Media Policy Is More Important Than Strategy,
http://marketingland.com/3-reasons-why-social-media-policy-is-moreimportant-than-strategy-43873
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