Interesting presentation for Social Media that can be used for Personal Branding

1. Developing a Social Media Plan
Tirza Hollenhorst Barrett Michael
tirzalyn@ifpeople.net bmichael@ifpeople.net
678 608 3408 281 844 1184
www.ifpeople.net www.ifpeople.net

2. What’s this whole
social media thing?

3. It’s not…
traditional
marketing

4. It definitely isn’t…
advertising

5. Social media defines the activities
that integrate technology, social
interaction and the sharing of
words, images, video and audio.

6. In other words…
Social media is a
conversation that
takes place online.

7. It’s a conversation
more people are
joining every day.

8. People like this guy.
• By 2010, millenials will outnumber
baby boomers
• $350 billion in spending power
• Spend over 16 hours a week online
• 96% have joined a social network
• They care about what their friends
think and what they like, not traditional
marketing and ads
UniversalMcCan Comparative Study on Social Media Trends
http://tinyurl.com/dlzqnx
“Consumer 2.0” by Mr.Youth and RepNation Media
http://tinyurl.com/cpja9q

9. And people like her.
• 41% of babyboomers have
visited a social networking site
• +55 Women fastest growing
demographic on Facebook
• More stable, dependable
income
“The Fasted Growing Demographic on Facebook”
http://tinyurl.com/bl99qo

10. Social media is...
Consumer-driven
Transparent
Engaging
Inclusive
Sincere

11. It isn’t…
Controlled
Impersonal
Exclusive
Formal
One-sided

12. Conversations are easy.
Why is social media hard?

13. ! !
!

14. So many channels.
So many people
So many conversations.
So little time.

15. How do I decide
what channels to use,
what people to engage,
what conversations to join?

16. Strategy
( a really, really good one)

17. Like all conversations,
the key to social media
begins and ends
with listening.

18. Step 1
Listen to yourself

19. You may not have a social media plan.
But you certainly use media.

20. What channels do you currently use?
Email?
Websites?
Direct Marketing?
Newsletters?
Outreach programs?
Phone?

21. Ask yourself questions...
What tone do these channels convey?
Who are my intended targets?
Am I reaching my intended targets?
Do these channels reflect our mission?
What overall message does my brand
communicate?

22. Most importantly…
What’s missing?
Where do these channels fall short?
Are there people we should target
but aren’t?
Online, are we passive participants or
active engagers?

23. Goodwill of DC asked questions…
• Discovered their current messaging
wasn’t targeting people like her (young
women interested in vintage fashion)
• Shame, considering Goodwill has
great deals on vintage wear
• Created a social media plan that
targeted these women and gave
Goodwill a hipper image
• More on Goodwill later

24. Asking questions reminds you who you
are and who you want to be.
It also indicates how social media can be
used to complement your overall
mission.

25. Step 2
Listen to others

26. The conversation has already started.
Research before joining in.

27. Start listening to…
Key public figures
Mentions of your organization
Popular industry/ advocacy sites
Newsgroups
Blog comments
Organizations like yours

28. Free listening tools…
Paid listening tools…

29. Let’s get a closer look…
http://www.google.com/alerts
http://pipes.yahoo.com/pipes/
http://www.technorati.com/

30. Ask yourself…
What attitudes define me and my issues?
What sites have the most activity related
to my organization?
What kind of people do the most posting?
What other organizations and issues are
these people connected to?
What kind of negative comments or
misconceptions exist?

31. What will you discover?
Better understanding of your brand
presence
Online communities you should join
Targets and influencers you should engage
Values you should promote
Attitudes you should change

32. Step 3
Create personas

33. Personas are…
Descriptions of individuals that
represent your target.
They’re not real people.
Just archetypes that represent
real people.

34. Personas…
Help you identify potential character
traits, personalities, habits and
attitudes of your target.
This helps you create a social media
plan of ideal scope and size.

35. Create personas through listening.
But this time, not just online.

36. Interview stakeholders in person...
Where do you go online?
How much time do you spend there?
Do you comment?
Do you initiate online conversations?
What social networks do you use?
Would you feel comfortable if our
organization joined you online?

37. Step 4
Map your assets

38. Social media tools aren’t really fee.
They cost time.
Sometimes,
lots of time.

39. How many hours and how many people
can I devote to implementing
a social media plan?

40. Take note of…
Size and technical experience of staff
Volunteer base (long-term vs short term)
Time staff members can devote
to social media
Content already produced that can be used
on social media sites

41. This makes your social media plan…
Realistic
Managable
Achievable
Efficient
And not the source
of tears and anguish

42. Step 5
Define your goals

43. You know your target.
You know your resources.
Now, what do you want to achieve?

44. Do you want to…
Build better relationships?
Raise awareness about your cause?
Increase website traffic?
Build up your base?
Inspire people to action?
Increase donations?

45. Keep track of goals with
qualitative data…
Influential
Friends
New names
added to email file
Comments
Voting participants
Increased donations
Influential blogs
linked to you
Increased webpage hits Content of keywords

46. Set benchmarks based on
these metrics…
We want (n) positive
comments per week on Twitter.
We want $(n) from our charity mall.
We want (n) pagerank by a certain date.
We want (n) people to sign our petition.

47. Step 6
Clarify your message

48. How would I define my organization
in a single, simple phrase?

49. We’re the smart fashion choice
for hip young women.

50. That’s your message.
Have all your social media content
reflect it.

51. This will make your message…
Focused and on point
Have a cohesive, unifying theme
Easily grasped by short attention spans

52. Step 7
Select channels

53. Ask yourself…
What channel best suits:
My goals?
My brand story?
My resources?
My target?

54. Our staff knows fashion.
http://dcgoodwillfashions.blogspot.com/
We sell things you can’t
find anywhere else.
We want to target
young women.
http://www.fashionofgoodwill.org/

55. We want to connect
with animal lovers
Animal lovers love
animal pics and stories
Share content with Twitter
and get target to help
find animals new homes

56. Step 8
Join the Conversation

57. The rules of social media
are not defined.
But there are a few tips
to keep in mind.

58. 1. Stay Transparent
• Don’t be evasive
• Always offer your full name,
your title and your organization
• Be the first to admit vested
interests

59. 2. Keep It Conversational
• A blog post isn’t an annual report
• Write like you would write to a friend
• Ask questions
• Solicit opinions

60. 3. Write What You Know
• Stick to issues relating to your
organization
• Position yourself as an expert in
your field
• Add real knowledge to conversations,
not just another opinion

61. 4. Admit Mistakes
• “Oops” happens
• Be the first to admit your
wrongs and make them right
• Thank those who bring
mistakes to your attention

62. 5. Don’t Ignore Negativity
• Negative comments are chances to turn
critics into supporters
• Respond kindly and respectfully
• Understand concerns
• Answer questions

63. 6. Trust Your Instincts
I knew this was
a bad idea…
• If something doesn’t feel right, it
probably isn’t
• Don’t just shrug and hit “post”
• Get other opinions on posting
controversial material

64. Step 9
Listen & re-invent

65. Remember these?

66. Never stop using them to…
Find conversations to join
Track responses to your
social media activity
Discover what messaging
works, what doesn’t

67. After you listen, re-evaluate your
strategy and focus on what’s
working.
Consider dropping what isn’t.

68. Re-Invention Zen…
• Susan Reynolds started a blog
chronicling her battle with breast cancer
• Once, she used frozen peas to lessen
swelling after a biopsy and posted a pic
on her blog and Twitter
• Community saw it as a light, human
touch to tragedy
• Attracted to the powerful, unique
symbol

69. Re-Invention Zen…
• Enter the Frozen Pea Fund
• Sought to promote humor and
optimism while fighting cancer
• Integrated Twitter, Flickr,
Second Life network
• Raised > $7k in first month
• Wouldn’t have happened
without listening/ re-inventing

70. Social media may be here to stay.
But the tools are temporary.

71. Remember Friendster?
• First big online social network
• Founded in 2002
• Gained 3 million members in
first few months
• Quickly lost out to MySpace,
then Facebook
• Now only popular in Asia

72. Who’s Next?
Who’s next?
R.I.P. Our Beloved
Facebook Twitter
2004 - ? 2006 - ?

73. Stay ahead of the curve…
LISTEN
for new places where your
targets are congregating
to murmurs of new technology
and continue to play

74. Tirza Hollenhorst Barrett Michael
tirzalyn@ifpeople.net bmichael@ifpeople.net
678 608 3408 281 844 1184
www.ifpeople.net www.ifpeople.net