building and staffing a social media program

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Building and Staffing a Social Media Program

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•Readiness Assessment •Setting Goals•Research•Defining Strategies•Tactical Execution•Measurement and Reporting•Staffing

OVERVIEW

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READINESS ASSESSMENT

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COMMUNICATIONSDARWINISM?

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ORGANIZATIONAL READINESS?

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• Leadership buy-in?• Communications policy in place?• Is the brand well-defined and understood internally?

• Necessary/staff resources available?• Access to the necessary assets/content to sustain?

• Necessary technical infrastructure?

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GROWING USAGE

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GROWING USAGE

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DOING SOCIAL VS. BEING SOCIAL

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SETTINGGOALS

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BENEFITS

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WHERE TO START?

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• What are you trying to achieve?• What are the expectations?• Who is the audience?• What do we want them to do?• What are the obstacles to achieving goals?• What is the timeline for achievement of goals?

• What is the budget?• Who are the internal stakeholders?• What are the approval processes?

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WHERE TO START?

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• Boost enrollment• Emergency notification• Broadcast events, increase attendance• Student/faculty connectivity• Produce and distribute content• Create a dialog• Online office hours• Increase donor engagement• Alumni relations• Cross-departmental communications

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SOCIAL SPANS THE ENTIRE UNIVERSITY

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• Goals will differ• Brand voice should not

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RESEARCH

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LOCATE THE AUDIENCE

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• Where is the target audience hanging out online?

• What are they doing there?• What are they looking for?• How are they interacting?• What are they saying? +/-

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ASSESS COMPETITION

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• How do they rank in search engine results?• Where else do they show up — 3rd party media?

• What are they doing online?• Have they made mistakes?• What are they NOT doing?• What is being said about them?• Are they creating content?• How good is their UX?

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USER EXPERIENCE: B2C

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UX: MOBILE EXPERIENCE

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ASSESS YOURSELF

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• SEO position?• Are you findable?• Is your site user-friendly?• Is your site mobile-friendly? Should it be?• E-commerce considerations• Are you mentioned in social media?• Is your website social or shareable?• Is the UX consistent with your brand?

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RESEARCH TOOLS

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• Google: Analytics, Alerts, Search• Industry organization sites, forums, discussion boards

• Secondary research studies• YouTube• Twitter• Facebook• LinkedIn• Scribd, Slideshare• Company websites• Site rankings: Technorati, Quantcast, Alexa

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SPECIALIZED RESEARCH TOOLS

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• Sentiment analysis• Quality of comments• Industry key word frequency• Relative prominence/presence• Relative influence of community

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DEFININGSTRATEGIES

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ANALYZE YOUR FINDINGS

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• What did you learn?• Where are the best opportunities?• What are the limitations?• What information is the audience seeking?

• What can you offer to fill their needs?• What are the best platforms through which to do so?

• Are there any existing gathering places online?

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ANALYZE STRATEGIES BEHIND GOALS

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• Enrollment >> Drive toward application locations• Awareness >> Drive toward content• Relationship >> Drive toward community hub• Referral >> Drive toward sharing of information• Lead generation >> Drive toward

information capture• Research >> Drive toward opinion-gathering• SEO >> Drive toward key word usage,

linkage, volume• Foot traffic >> Drive toward location-

based incentives• Fundraising >> Leverage alumni connectivity, donor

sites, events

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COMMON STRATEGIES

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• Drive online traffic to key online destination(s)• Produce content that fills audience need:

– Educate?– Entertain?– Alignment with influencers?

• Build/optimize online properties for search engine results, content sharing and engagement

• Cultivate and grow online community• Drive commentary/sharing on platforms (e.g., Facebook Likes, blog comments, ReTweets, etc.)

• UGC

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CONVERSION

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• Conversion is the name of the game:• Produce content that fills audience need:

– Targets into audience members– Audience members into participants– Participants into customers– Students/alums into ambassadors– Influencers into evangelists

• TRAFFIC into ACTION

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TACTICALEXECUTION

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ROLL IT OUT

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• Gather support• Build guidelines for use across campus• Enable implementation by all departments/

colleges across university.

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INTEGRATE TO OPTIMIZE

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MEASUREMENTAND REPORTING

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WHAT CAN YOU MEASURE?

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– Clicks– Likes– Posts– Shares– Views– Comments– Tweets– Retweets– Fans– Engagement– Growth– Klout– +1s– Uploads– Downloads

–BUT WHY?!

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WHAT IS SUCCESS?

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WHAT TO MEASURE?

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• Drive traffic to X site. – So did you?– From where?– At what rate? Compared to before?– How long did they stay?– How many pages did they view?– E-commerce outcome?– New visitors vs. returning visitors?– Etc.

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WHAT TO MEASURE?

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• Increase brand awareness. –How to measure?–Pass along rate–Comments, engagement of content–Video views, shares–Comparison to baseline awareness levels (if available)–Product content consumption

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MEASUREMENT TOOLS

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• Free:– Google Analytics, Google Alerts– Hootsuite– Facebook Insights

• Subscription:–Jive–Radian 6–Alterian–Many others

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SETTING TARGETS

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• What is the baseline?• What is a reasonable delta?• What is your budget?

– Cost per enrollment?– Cost per lead?

• What is the timeline?

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STAFFING

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HOW MUCH?

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• Do you have the budget to take on headcount?• Do you have the budget to hire an agency?• 30-60 minutes per day MINIMUM for engagement and community growth

• Everything depends on:- Goals- Timelines- Strategy- Number of platforms leveraged- Content strategy- Resources available- Size of community

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WHAT?

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10%

10%

40%

30%

10%

Strategic planningContent planningContent creationCommunity managementCustomization/evolution

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WHO?

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• Demeanor- Sense of humor- Customer-service oriented- Relationship builder

• Skills- Strategic thinking- Project management - Strong communicator- Accurate writer- Storyteller

• Experience- Photography- Videography- Journalism- Editing, production

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CONCLUSIONS

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CONCLUSIONS

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• Assess organizational readiness• Set goals based on realities• Do your research• Defining strategies to achieve goals• Execute with focus in support of strategies• Measure and report against your goals• Hire the right people to get it done

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THANK YOU

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Sara MeaneyHanson Dodge CreativePresident, Strategy & GrowthMarch 6, 2012smeaney@hansondodge.comhansondodge.com

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Hanson Dodge Creative is relentless about pushing the boundaries of engagement to deliver integrated solutions that work.

MAKING THE WORLD MORE ACTIVE.™