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Ohio Rural Electric Cooperatives - Social Media

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Ohio Rural Electric Cooperatives - Social Media

  1. 1. Using Social Media Effectively for Ohio Rural Electric Cooperatives October 2011 Bill Balderaz Webbed Marketing
  2. 2. <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><ul><li>Social Media Cheat Sheet </li></ul>
  3. 5. Why you should use social media <ul><li>Social media is here to stay </li></ul><ul><li>695 million Facebook users </li></ul><ul><li>120+ million LinkedIn users </li></ul><ul><li>140 million tweets each day </li></ul><ul><li>2.5 billion Facebook, Twitter and LinkedIn visits received in one month </li></ul><ul><li>164 million active blogs </li></ul>
  4. 6. Why you should use social media <ul><li>Build your network </li></ul><ul><li>Develop corporate culture </li></ul><ul><ul><ul><li>Social media is all about building connections. Why not use it to strengthen your company internally? </li></ul></ul></ul><ul><ul><ul><li>Keep employees in the know through a private, internal social network like Yammer </li></ul></ul></ul>
  5. 8. Listen First – Monitoring Tools
  6. 9. Listen <ul><li>Research and listen to what your audience is saying before you start talking. You can learn a lot about your audience, competitors and influencers just by listening. </li></ul><ul><li>Monitor and Track: </li></ul><ul><li>Conversation volume </li></ul><ul><li>Conversation topics </li></ul><ul><li>Where people are talking </li></ul><ul><li>Tone of conversations </li></ul><ul><li>Industry influencers </li></ul>
  7. 10. Listen – Free Monitoring Tools <ul><li>Google Alerts </li></ul><ul><ul><li>Email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. </li></ul></ul><ul><li>Social Mention </li></ul><ul><ul><li>track and measure what people are saying about you, your brand, your services, or any topic across the web's social media landscape in real-time. </li></ul></ul>Many free tools that allow you to monitor what is being said about your company, brand and industry
  8. 11. Listen – Free Monitoring Tools <ul><li>TweetBeep </li></ul><ul><ul><li>Hourly Twitter updates. Great for online reputation management, catching all your @replies and @mentions, finding networking opportunities, keeping up on the latest news, and more! </li></ul></ul><ul><li>Twellow </li></ul><ul><ul><li>An online Twitter directory that grabs publicly available messages from Twitter and then analyzes and categorizes each of the users responsible for those messages into the various categories. </li></ul></ul><ul><li>Twitter Search </li></ul><ul><ul><li>Real time search tool for all public tweets on </li></ul></ul>
  9. 12. Monitoring Tools - Paid <ul><li>Paid tools allow for larger number searches, in-depth searches and work faster than free versions. Many also help with the analysis of the data. </li></ul><ul><li>Investment ranges from $500 to as much as $10,000/month </li></ul><ul><li>Hootsuite Pro </li></ul><ul><li>Alterian SM2 </li></ul><ul><li>Radian 6 </li></ul><ul><li>Sysomos </li></ul><ul><li>BuzzLogic </li></ul><ul><li>Viral Heat </li></ul>
  10. 13. Monitoring Tools – What to Look For <ul><li>Covered networks – Most hit Twitter, Facebook, YouTube, but if need niche discussion groups may need to go paid </li></ul><ul><li>Metrics/reporting – Some show graphs, others just aggregate numbers </li></ul><ul><li>Workflow capabilities </li></ul><ul><li>Customer support services </li></ul><ul><li>Ease of interface </li></ul>
  11. 14. Social Media Policies
  12. 15. Social Policies - Legal Compliance and Ethical Concerns <ul><li>Social Media policy should extend to all employees </li></ul><ul><li>Train employees on social media </li></ul><ul><li>This allows employers to show employees the right way to use it </li></ul><ul><li>Implement a policy NOW </li></ul>
  13. 16. Guidelines for Creating Policies <ul><li>Create the policy to fit your culture and previous policies/handbooks </li></ul><ul><li>Make it easy to understand </li></ul><ul><li>Create a rollout plan for your new policy </li></ul><ul><li>Educate your employees on the policy </li></ul><ul><li>Involve ALL relevant parties and department when creating and reviewing the policy </li></ul><ul><li>Do your research! Look at a lot of other company’s policies to be sure to include all pertinent information </li></ul>
  14. 17. Developing a Social Media Strategy
  15. 19. 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>
  16. 20. 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>
  17. 21. 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.
  18. 22. Integration <ul><li>Social media should be a part of your overall communications strategy, not an afterthought or separate initiative </li></ul><ul><li>Make sure that all 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>
  19. 23. 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>
  20. 24. 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
  21. 25. 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>
  22. 26. Executing the Strategy
  23. 28. 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>
  24. 29. 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>
  25. 30. 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>
  26. 31. Measurement and Reporting
  27. 33. 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>
  28. 34. 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>
  29. 35. 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>
  30. 36. 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>
  31. 37. 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>
  32. 38. Social Media Cheat Sheet
  33. 39. Social Media Cheat Sheet: What to Post <ul><li>Use what you have </li></ul><ul><li>From business blog, newsroom, YouTube, etc. </li></ul><ul><li>Make sure is recent, relevant </li></ul><ul><li>Watch other users and re-post interesting updates </li></ul><ul><li>Be sure to give credit to user by referencing them in your re-post using @Name </li></ul><ul><li>Events </li></ul><ul><li>News posts </li></ul><ul><li>Awards </li></ul><ul><li>Customer quotes/testimonials </li></ul><ul><li>Contests </li></ul><ul><li>Promotions, coupons </li></ul><ul><li>Advice / tips </li></ul><ul><li>Reference other resources </li></ul><ul><li>Pictures / videos </li></ul><ul><li>Destination updates </li></ul><ul><li>Location stories </li></ul><ul><li>Seasonal info </li></ul>
  34. 40. Social Media Cheat Sheet <ul><li>Best to post daily or at least 3 times a week </li></ul><ul><li>Set aside 15-20 min for posts </li></ul><ul><li>Sync social networks together to make content efficient (Hootsuite, Tweet Deck) </li></ul><ul><li>Ideal to post during day </li></ul>
  35. 41. Social Media Cheat Sheet <ul><li>Connect back with those offering connection (be sure they are a legitimate contact if you do not know them) </li></ul><ul><li>Reply to questions from connections </li></ul><ul><li>Re-tweet, share, link to posts from connections </li></ul><ul><li>Anytime see something of interest, share it, comment and give credit to original author </li></ul><ul><li>Thank others for sharing info you posted </li></ul>
  36. 42. Take - Aways <ul><li>Social Media is here to stay </li></ul><ul><li>Conversations about your company and industry are happening online whether you are there or not </li></ul><ul><li>Social media can be beneficial to HR pros both personally and professionally </li></ul><ul><li>Listen First </li></ul><ul><li>Stay up-to-date on what is being said in your industry </li></ul><ul><li>Identify where people are talking about what topics </li></ul><ul><li>Stay legal </li></ul><ul><li>Be clear on regulations/policies for your industry. Know what you can and cannot take into consideration when making a hiring decision </li></ul>
  37. 43. 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>