Getting comfortable with social media
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The document discusses social media marketing and provides tips for businesses getting started with social media. It begins by introducing LintBucket Media, a social media marketing agency. It then covers defining social media, setting goals, identifying target audiences, choosing appropriate channels and tools, and recommends resources for learning more. Key aspects include having a website and analytics in place before engaging in social media, determining goals and metrics, appointing passionate staff, focusing on creating value for customers, and integrating social media with other marketing.
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Getting comfortable with social media
- 1. Getting Comfortable with Social Media November 15, 2011
- 4. Let’s Get Started … http://www.flickr.com/photos/gregw/4013381755/
- 7. 1. Is Your House in Order? http://www.flickr.com/photos/usnationalarchives/5553722800/
- 9. 2. What Do You Want to Accomplish? http://www.flickr.com/photos/statelibraryofnsw/3080957193/
- 12. Questions You Should Be Asking Who Who are our audiences? Where Where are they online? (i.e. What communities have they created?) Why Why are we engaging? (e.g. marketing, collaborating, recruiting) What What is our message (big picture) that we want to share with our audiences? How What tools will we use to support our objectives? What are our success metrics?
- 13. 3. Who is Going to Engage? http://veer.com
- 15. The Age of the Brand is Waning
- 16. The Age of the Brandividual* People Figures: David Armano - Logic + Emotion Blog
- 19. 4. How are You Going to Engage? http://www.flickr.com/photos/uw_digital_images/4670205398/
- 22. 5. Which Channels & Tools Will You Use? http://www.flickr.com/photos/usnationalarchives/3874706978/
- 24. Corporate Communications Communication Focus Social Media Channel Current Future Crisis Communication Community Investment Reputation Management Talent Acquisition Issue Management
- 25. Resource Recommendations … http://www.forrester.com/Groundswell http://www.friendswithbenefitsbook.com/ Disclosure: I am the technical reviewer of the printed edition. http://www.amazon.ca/gp/product/0470547979 http://www.amazon.ca/Six-Pixels-Separation-Connected-Everyone/dp/0446548235 http://www.amazon.ca/MicroMarketing-Results-Thinking-Acting-Small/dp/0071664866
- 30. Bonus Slides
- 34. Canadians are Active Participants in Social Media Vision Critical – Nov 2010 - Base: Social Media Users (846) - There are many reasons why people use social networking sites: please choose three from following list that most apply to you. By understanding the different engagement models of online Canadians, we can design communications programs that interest them and encourage participation & sharing . http://www.forrester.com/empowered/tool_consumer.html Why Do You Use Social Media? To feel more connected with other people 84% To feel in the know about what’s going on 70% To share good times 62% To have something to do 43% To make life exciting or fun 16% To make life more memorable 15% To feel like a social butterfly/be popular 10%
Editor's Notes
- A little bit about me
- Getting comfortable with social media .. Where should we start
- Let’s define our terms – what is social media? A type of online communication. Or simply a type of communication. Sure – there is a little more tech-savvy required, but it’s not ABOUT technology. It’s about an evolution in the communication model.
- So .. We understand that social media is an evolution of communication models. How do we get started? 5 things to consider. People often don’t like this first one.
- Social Media is about just in time information, conversations, customer support, interaction. It isn’t static and it’s a particularly good archive (blogs are the exception). Your website is still your home on the Internet, your info repository.
- Second step – know your goals. What does it look like when you get to the finish line?
- - Keep it simple - Set a benchmark - Know your costs - Make sure it's trackable
- When you are setting goals and talking about the end game in social media, here are some questions to be asking.
- Third question –who in your association is going to engage in social media?
- People who have a unique voice with something to offer a community of passion – your customers are interested in the inside scoop or a privileged “behind the scenes” look. They want something beyond the marketing message of the day. People who are excited about listening to and talking with (not at) your customers – some of the conversations will be great and some will be not-so-great. You want someone who views your customers as humans, not targets, to be participating in social media. People who you trust – social media is a “just in time” activity. If every tweet, every response has to be vetted, you will fail. Good guidelines and coaching, prior to engagement, are essential for everyone’s success.
- Brands aren’t messy. Brands aren’t like me. They are clean and shiny and are an ideal.
- But with the brandividual, instead of seeing an ideal, we start to see an actualization.
- Brandividuals didn’t really start w/ social media. They have always existed – particularly in customer service. Remember when you called a call centre and got that one AWESOME employee and wished you could have them everytime you called? That’s a brandividual. Brandividuals engage in social media. YOU will become a brandividual.
- All of these trust points are reasons we trust Jane – we relate to her. Her very humanity accrues to your brand. This is the secret. It’s the mix of personal and professional information that we receive which helps to build our trust. Not like a press release which simply has a faceless name attached to it. We feel that we know a person better than a company. That a person gives us authentic information. That they are more likely to be on our side.
- Fourth .. Now that you know who from your association is going to engage, HOW are they going to engage? For success in social media you need Right Process and Right Principles
- Choose where you want to get involved – you don’t have to do everything. And in fact, you probably shouldn’t. Start small. Do it well. Monitoring tools are essential – if you don’t know what people are saying, you don’t know where to start to engage. Listen before you speak. Coordinate social media efforts – even if one group doesn’t run all the social media, share your initiatives with a social media workgroup. You can leverage lessons learned as well as each other’s earned social capital. Review content for socialization potential – while you can create new content for social media, you often don’t have to. Some of your current content will have socialization potential. Make time for social media – the downfall of most organizations is that they underestimate the time it take. Both from a content creation point of view but also a monitoring and response perspective. Staff priorities may have to shift to accommodate new social media activities.
- Human – social media is person-to-person engagement, not corporation to human. Actual people should be identified. Humble – social media is a party to which you’ve been invited. Don’t be that guy at a party (the one who doesn’t get invited back). Often, you’re just there to listen. Honest – social media is all about transparency and honesty. It is better to say “I don’t know” or “I can’t do that” than make it up or lie. You will ALWAYS be found out. Holistic – social media shouldn’t stand alone. It is essential that your online and offline channels integrate and, at the very least, be aware of each other. Your customers operate this way, and expect you to as well.
- Finally .. You know your goals, you know your participants, you have an organizational plan. Now is the time to select which channels and tools will you use.
- This is where technology comes in.
- Once you answer these questions, you can start to plan an editorial calendar or a curation plan or a collaboration plan. You can start to evaluate tools. But you need to answer these questions. This is an example of a channel strategy – knowing what channels you’re going to use for what kinds of messages and audiences.