strategic social media [compatibility mode]

Shout Out

Social Media

How did we get here?

People Are Engaged …

CONSUMERS are in:

Why do so many…RUN FOR COVER?

Let’s Review …

THOSE WERE THE DAYS, my friend…

OR WERE THEY?

ACCESSIBILITY feeds collaboration!

And Provides…

Web 2.0 empowers us to communicate

differently – and forces us to embrace

the ‘public’ in Public Relations.

Website

Mobile Web

SocialNetworks

Customer Engagement

Offline

Brand Awareness/ExposureImproved Customer ServiceNew PartnershipsResponse to Calls to Action

CONTENT

I’m Talking

Where are YOU?

Why Participate?

Know your Audience(as people and not markets)

Collaborate(feedback helps inform)

It’s Strategic(proactive vs. reactive)

A Strategic Approach

Interest?Commitment (staff &

management)?Time?

What will we do if we hear things we don’t

like?Do our customers need it

(or want it)?24/7 or 8/5

Organizational Readiness

Tracy wasHere

IF YES

• What goals can be tactically supported online?

• How can we measure success?

• What type of collaboration do we desire? (i.e. customer support, marketing or market research, awareness for funding, content contributors, partners)

•Member exclusive or open to all?

IF NO… #FAIL @organization

Competitive Analysis• What are similar organizations up to ?• Do they have groupies?

Audience Research• Who should we collaborate with and where?• Influencers?• Friends?• What Incentives?

Tactical Planning

• What’s our objective(s)?

• Which tools & tone?

• How will we promote this on and offline?

• Incentives? (i.e. fame, fun or access)

• Integration

• Contingencies (plan for moderator absences)

Outreach Considerations

• Current audiences

• Existing online audiences through existing channels

• Find key influencers and rally support

• Offline audiences (media, trade shows, kiosk, PR stunts, paid ads, etc.)

Deploy & Participate• Make it easy for people to play with you• Encourage engagement (sometimes

requires offline ads)• Recruit and solicit participation• Rally support• Acknowledge participants• Respond positively and with transparency• Collaborate and connect

YOU!

Retention• Discover and leverage patterns• Understand what drives people• Keep barriers of use low• Optimize what is working• Be transparent and demonstrate that you

are listening• Leave no @ behind

Test & Refine• If something fails, admit it, fix it and move

on!

LOVE YOUR VIPS

A few ideas

VIP OFFERSUBMIT YOUR

PHOTO TO WIN!

OnlineCommunities

Measuring Success• Analytics (SEO traffic patterns and unique visits)• Increased membership or number of followers• Downloads• Track mention and referrals

Share What you Hear • Information is key to the entire organization and

can be significant (product development, customer service, strategic development, communications, etc.)

Play by the (new) rules

• Pervasive vs. Persuasive

• Participate without Control

• Be transparent and collaborative

• All hands on deck

Be innovative, tenacious, creative and FEARLESS!

and…remember to PLAY NICEor your audience will