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11th SHRM Vermont State Annual Conference

In this second session, Balderaz focused on how to use the results of social media research and analysis, and how your company can develop a cohesive strategy.

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11th SHRM Vermont State Annual Conference

  1. 1. Social Media Strategy for HR Business Decisions September 2011 Bill Balderaz Webbed Marketing
  2. 2. September 2011
  3. 3. September 2011 <ul><li>Agenda </li></ul><ul><li>Developing a Social Media Strategy </li></ul><ul><li>Executing the Strategy </li></ul><ul><li>Measuring the Effectiveness of the Strategy </li></ul>
  4. 4. Developing a Social Media Strategy
  5. 5. Questions to consider before developing a social media strategy <ul><li>Will each part of your organization have its own social media presence? </li></ul><ul><li>Will you have one “unified” presence representing all the branches? </li></ul><ul><li>Which social media networks should you pursue? </li></ul><ul><li>Who will be in charge of coordinating updates? </li></ul><ul><li>What are the top conversation topics that get your audiences talking? </li></ul><ul><li>Who are your advocates right now? </li></ul>
  6. 6. Questions to consider before developing a social media strategy <ul><li>Who are the key influencers in your industry? </li></ul><ul><li>How do you engage key influencers and make them advocates for your organization? </li></ul><ul><li>What policies do you need to consider? </li></ul><ul><li>Who should you benchmark your social program against? </li></ul><ul><li>Are there channels beyond YouTube, Twitter and Facebook you should participate in? </li></ul><ul><li>How do you handle a social media crisis situation? </li></ul>
  7. 7. Set Goals and Objectives <ul><li>What do you hope to achieve with social media? </li></ul><ul><li>Are those goals realistic? </li></ul><ul><li>Can they be measured? </li></ul><ul><li>Who will be responsible for your social media and its success? </li></ul><ul><li>How will you hold that person(s) accountable? </li></ul>Before you start using social media you should define what you want to do, how you’ll quantify it, and in what timeframe.
  8. 8. Integration <ul><li>Social media should be a part of your overall communications strategy, not an afterthought or separate initiative </li></ul><ul><li>HR vs. Marketing – make sure that both departments (and any others using social media) are following the same guidelines and processes to ensure a consistent image for the company online </li></ul>
  9. 9. Engage Target Audiences <ul><li>Based on the research and listening you previously completed, you should have a good idea of your target audiences, where they are talking online and what topics resonate with them. </li></ul><ul><li>Identify specific outlets and tactics for your company and target audiences </li></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul><ul><ul><ul><li>Foursquare </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Mobile </li></ul></ul></ul>
  10. 10. Engage Target Audiences <ul><li>Develop a message map that states how you are going to effectively reach your target audiences </li></ul>Target Audience Key Message Channel Audience 1 xxxxxxxxxxxxxx Facebook and Twitter Audience 2 xxxxxxxxxxxxxx Blog and Twitter Audience 3 xxxxxxxxxxxxxx Blog
  11. 11. Engage Target Audiences <ul><li>Create a content calendar to ensure that you have the content to maintain your networks after the initial launch </li></ul><ul><li>Key items to remember when developing a content calendar </li></ul><ul><ul><ul><li>Don’t talk at people. Have conversations with your fans and followers </li></ul></ul></ul><ul><ul><ul><li>Respond to questions and comments quickly </li></ul></ul></ul><ul><ul><ul><li>Engage fans </li></ul></ul></ul><ul><ul><ul><li>Offer social media fans and followers advance information </li></ul></ul></ul><ul><ul><ul><li>Thank people </li></ul></ul></ul>
  12. 12. Executing the Strategy
  13. 13. Key points to execute your strategy <ul><li>Make sure you have the resources in place to successfully execute your social media strategy </li></ul><ul><li>Provide good content – no social media strategy can be successful without it </li></ul><ul><li>Find a social media management tool that works for you </li></ul><ul><ul><ul><li>Hootsuite </li></ul></ul></ul><ul><ul><ul><li>TweetDeck </li></ul></ul></ul><ul><ul><ul><li>CoTweet </li></ul></ul></ul><ul><ul><ul><li>SpredFast </li></ul></ul></ul>
  14. 14. Social Media Best Practices <ul><li>Be interesting, conversational and relevant </li></ul><ul><li>Add value – be a resource to your readers, fans and followers </li></ul><ul><li>Don’t be overly promotional </li></ul><ul><li>Be honest and open in your communication </li></ul><ul><li>Best to post daily or at least 3 times a week </li></ul>
  15. 15. Social Media Best Practices <ul><li>Consider local marketing </li></ul><ul><li>Include your social media sites on your email signature and on your website to build your network </li></ul><ul><li>Schedule time for social media monitoring </li></ul><ul><li>Have a crisis communication plan in place before you need it </li></ul>
  16. 16. Measurement and Reporting
  17. 17. Can social media really be measured? <ul><li>Social media absolutely can and should be measured </li></ul><ul><li>What you measure will depend on the individual goals for your company </li></ul><ul><li>Pick three metrics that are directly related to your goals </li></ul><ul><li>Start with a baseline measurement so you know where you’re starting from and what you’ve achieved </li></ul><ul><li>Consider also measuring one or two of your competitors so that you can benchmark how you are doing in your industry </li></ul>
  18. 18. Metrics to measure success - Examples <ul><li>Increase in brand mentions </li></ul><ul><li>Increase in traffic to the website </li></ul><ul><li>Shifts in sentiment surrounding brand/company </li></ul><ul><li>Share of voice </li></ul><ul><li>Number of media placements as a result of social media </li></ul><ul><li>Increase blog subscribers by xx% within x months </li></ul>
  19. 19. Reporting <ul><li>Create a dashboard to share with key departments in your company to keep them updated on your social media efforts </li></ul><ul><li>Determine how often you need to report on social media in your company – weekly, monthly, quarterly? </li></ul><ul><li>This will show the ROI in the time and resources you have dedicated to social media </li></ul><ul><li>By visibly seeing results from social media, you can spike the interest of others in the organization to get involved </li></ul>
  20. 20. Revise your Strategy <ul><li>Another reason to measure your progress is to be able to determine what is working and what is not </li></ul><ul><li>Look at time of day, post topic, channel, etc. to determine what is resonating with your audiences </li></ul><ul><li>Based on your metrics, revise your social media strategy to ensure success </li></ul>
  21. 21. Take - Aways <ul><li>An effective social media strategy must have clear, measurable goals that align with the company’s overall strategy and goals </li></ul><ul><li>Ensure you have the resources in place to successfully execute your social media strategy </li></ul><ul><li>Experiment with social media management tools to find what works for you </li></ul><ul><li>Pick three metrics to measure your social media success </li></ul><ul><li>Based on your results, continue to revise your strategy as needed </li></ul><ul><li>Continue to Listen, Analyze, Strategize and Measure! </li></ul>
  22. 22. Questions? <ul><li>Bill Balderaz </li></ul><ul><li>President </li></ul><ul><li>Webbed Marketing (a division of Fathom SEO) </li></ul><ul><li>Twitter: @bbalderaz </li></ul><ul><li>Email: </li></ul>