social media strategy for kirkwood
TRANSCRIPT
Introductions◦ Who is this guy?◦ I know you, but please tell me why you are here!
Classes (Meet four times)◦ Today: Overview of no-nos or potential no-nos◦ Next time: Yes, do this!◦ Third time: Now what … how do you start?◦ Two weeks away from class: Go out in the “wild”◦ Final meeting: What did you learn? Share results
Social Media Strategy – Day 1
Objective: To get a general overview of social media, its impact (positive and negative) on brands, and the basic best practices on getting started.
Ultimate take away: Practice social engagement, start doing it for your brand, whether professional or personal.
Social media strategy
Who here is on social media? Who here is comfortable on social media? Why not (please write down your answers. I
will collect them anonymously later) How long has social media been around?
What do you think? So, why are some brands (persons or
organizations) slow to be social?
Social media strategy
Why is social media powerful? It’s word of mouth on steroids. Some of the names that come to mind today are new in the last few
years. Twitter, Facebook, LinkedIn, Foursquare are all newer sites.
Twitter has 200 million monthly users. More than one third of Iowa is on Facebook.
Then businesses started to join.
Some used the new mediums just like they used old-school ad channels. As a one-way tool to broadcast information.
At one point most questions from others to some of the big brands were ignored and not responded too.
Need to have: Personality, approachability, transparency.
Social media strategy
Assignment: Please take out a piece of paper (or use your laptop, iPad). Write down these sections:◦ Business goals (Session 2)◦ Focus (Session 3)◦ Do's (Session 2)◦ Don’ts (Today)
Take notes in each section as we talk about them!
Social media strategy
Twitter user ABC talks about a brand on Twitter, complaining to his 22,000 followers that service was terrible. What does the brand do? No response. (Common. 70-some percent of top brands don’t respond)
Social media strategy – No-Nos
A waitress Facebooked about bad customers. A football player was fined for talking
negatively about the coach. #McDStories (negative stories were shared,
interestingly, McDonald’s also shows up on the good side of things!)
Somebody tweets at your brand, your social media person has to go talk to the marketing director, who has to go check with the CEO to see what they should respond.
Social media strategy – No-Nos
Did I mention that a Tweet has a lifespan of eight minutes? You have to respond within eight minutes for conversation to happen!
Social media strategy – No-Nos
A juror in the UK was dismissed after she disclosed sensitive case information on her Facebook profile, MSN reports. "I don't know which way to go, so I'm holding a poll" the juror wrote, asking her Facebook friends to weigh in on the case. (Source)
Social media no-nos
I visited a local business Chatted with the owner Followed them on Twitter The next day they said: “Thanks for
following. Hope your week is going great.” No mention about yesterday? Why not? I
didn’t feel very connected!
Social media no-nos
Having others post for you under your name!
Social media no-nos
Sharing without reading.◦ Everything reflects on you!◦ “I love your stuff.” What stuff?
Mixing up accounts! Person posted personal message to a company page!
Somebody overseas took Twitter users to court for retweeting libelous information!
Social media no-nos
Social media no-nos
What did you come up with?◦ For next time, if you didn’t type these up, please
start a document that has 3-6 points listed:◦ Social media don’ts
Point A Point B Point C Etc.
Social media no-nos
Do not:◦ Say anything you wouldn’t want to see in the
newspaper or wouldn’t say to somebody’s face!◦ Not respond to people!◦ Share other’s information without reading it!◦ Have unnecessary approval processes◦ Be afraid of following up, apologizing and moving
on.
Social media no-nos (examples)
Questions? Next time:
◦ Bring your started strategy with Don’ts!◦ We’ll talk about do's and start talking about
business goals
Questions in the meantime:◦ [email protected]◦ twitter.com/ctrappe
Social media strategy wrap – Day 1
Welcome Review last time: What were your main
takeaways? Any questions?
Social media strategy – Day 2
Today:◦ Example of good engagement. Do's. ◦ Make sure you write down bullet points for your
strategy.◦ Business goals: Everything you do should fit into a
business goal. We’ll talk about that.
Social media strategy
Social media is social! Non-tech comparison:
◦ At somebody’s house for dinner. Do you say: Buy this OR do you just talk?
◦ They may still buy or use your business but you wouldn’t think of mentioning that first, right?
Social media strategy - do's
Social media strategy - do's
Connect around topics. What’s the topic that you are an expert in or
are striving to be an expert in? Then connect with people in those areas.
Social media - do's
Examples:◦ #Blogchat
Mack Collier runs it. Hundreds of people participate each Sunday night. He’s now a speaker and author.
Welcomes new people. Approachable. (Tries to meet people in person)
◦ United Way Worldwide conference 2,000 Tweeters connected by topics In person, too, after that
Social media - do's
Wal-Mart has higher engagement than Target, despite having similar Facebook fan pages. Source
A large portion of the brand’s most successful posts are not directly tied back to the brand itself but rather are designed to appeal to the broad interests of its customers. They are publishing posts that say, “Happy 53rd Birthday Hawaii” with a picture of a sunset or “Like this if you’re going to miss summer” featuring a picture of a cute dog. Walmart has found that short, conversational and non-promotional posts featuring fun photos is what engages its fan base. They are blasting their fans with hundreds of posts, but they are posts that the people want to see"
Social media - do's
Everything you do on social media/the web needs to fit into your overall business goals.
Should be able to tell what they are when you look at an account!
What are mine… can you tell?
Social Media - Business Goals
Learn and be known as a communicator/connector:◦ Share knowledge around the topics of:
Communication Technology Media Advertising … Communication-related topics
Working in the communication field. Be seen as somebody who has thoughts to share.
Social media business goals
Be conversational Recognize people Respond … quickly. Pick an area or areas of expertise. Share knowledge. Don’t sell all the time. Remember that it takes time! (Engagement
pyramid)
Social Media – do's Examples
What are yours? (Write them down)
Social media – Business goals
Review: Your main takeaway? Next time: Bring your social media plan so
far. Should look like this:◦ Business goals◦ Do's◦ Don’ts
We will talk about Focus, Time Management and Monitoring the next time.
Social media
Welcome back! Thoughts from last time? Main takeaways? How is your plan looking? Today: Building an audience, focus, time
management, monitoring. For next time: Use what you’ve learned so
far in social media (my suggestion: Twitter, Facebook, maybe LinkedIn). Report back next time what worked, what didn’t, etc.
Social media strategy – Day 3
Use what you have!◦ Share valuable/conversational content. People will
share it if it’s meaningful to them.◦ Test this: “Statement. LIKE if you agree. Comment
if you disagree.” (This works for some brands but not all. Usually bigger ones with a huge following.)
◦ Make it easy for people to sign up. Direct links to your accounts from your
websites/newsletter, etc. Include in printed materials.
◦ Share on your personal accounts … but think about if it fits and how.
Social media – Building an audience
Facebook: People come to you! Twitter: Do a search for relevant keywords in
the area. Follow people who show interest. Example: https://twitter.com/search-
advanced
Social media – Building an audience
Social media – When content is shared
Set expectations!
Social media – Time Management
Set alerts: Get email notifications when somebody mentions you.
Google.com/alerts Other services exist, but there’s a cost.
(Radian6, Salesforce) If not live response: Set a time or two per
day to check: First thing in the morning. Then again later. 10-15 minutes.
Post something new in your area of expertise each time!
Social media – Time Management
Pick your area of expertise. Pay attention! Write down ideas. Read them back to co-workers/bosses
before sending. Get feedback! Don’t want to get into an approval process, though! Think about Do’s and Don’ts.
Tweet/Facebook the ones that fit. Keep an eye on insights. How do people
react?
Social media – Focus (What to say)
Social media - Focus
Watch for good stories. Media stories to share. How do you know what to share?
◦ Interesting!◦ You mention it. (“Hey, xxx, I have to tell you this
…)◦ It fits within your area of expertise.◦ If you need structure: Develop a content calendar,
but don’t let things be stale.
Social media - Focus
Your goals Your area of expertise (Focus) Time management (Maybe include this) Do’s Don’t
Social media – Your Plan
For next time: Use what you’ve learned so far in social media (my suggestion: Twitter, Facebook, maybe LinkedIn). Report back next time what worked what didn’t, etc.
Next class: Not next week!. Be prepared to report back on your project. If questions in the meantime:
[email protected] OR twitter.com/ctrappe OR facebook.com/ctrappe.
Social media strategy - Wrap