the power of recycling and social media · the power of recycling and social media summit 2012...
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The Power of Recycling and Social Media
Summit 2012
October 2, 2012 Point Clear, Alabama
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Social Media is… • About Community • Two-‐way Dialogue • Discussion Oriented • Transparent/Allows Feedback • Constantly Evolving • Powerful!
Copyright 2010 by The Vandiver Group, Inc. All rights reserved.
What is Social Media?
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Social Media Landscape • 56% of Americans have a profile on a social networking site.
• 22% of Americans use social networking sites several Tmes per day.
• 20% of all page views on the web are on Facebook. • There are over 465 million acTve TwiVer accounts. • YouTube receives more than 2 billion views per day. • Pinterest has over 10.4 million registered users.
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Social Media • The media world is no longer one-‐way communicaTons—it is conversaTons and collaboraTon
• Reporters now use social media every day; to find story ideas, get quotes, poll their audience, etc.
• News stories are starTng to break on social media first
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Impact of Social Media on Recycling
• CommunicaTon is now happening in public, more open forums.
• The public is taking a more acTve role. • Increased demand for informaTon and transparency.
• Consumers are using social media to make decisions.
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The Power of Instant Feedback • Anyone can share experiences and vent frustraTons on social media.
• Listen to what the public is saying and use insight to adapt and meet their needs.
• Gives organizaTons the ability to measure outcomes of outreach in real-‐Tme.
• NOTE: Fast response Tme is crucial.
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Tools In Your Toolbox
• Facebook • TwiVer • LinkedIn • Blogs • News Sites • MulTmedia
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Social Media is Evolving
• Mobile • Google+ • Pinterest • Facebook Changes
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Your Social Media Mix • What are you trying to achieve? • Who are you trying to reach? • What content do you have to share? • How much Tme do you have? • Where are you comfortable?
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Your Social Media Mix • What voice will you use?
• Are you represenTng an organizaTon? • Are you posTng as an individual?
• What are you allowed to share?
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Copyright 2010 by The Vandiver Group, Inc. All rights reserved.
Social Media—Types of ParTcipaTon
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Social Media Strategy
• Develop a social media strategy for you or your organizaTon.
• Strategy should be customized. • Most effecTve strategies are broken down into four basic steps: listen, parTcipate, engage and measure.
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• Google Alerts: − Brand, company, compeTtors and industry.
• Search terms on social media. • Many opTons from free to fancy. • Search using Search.TwiVer.com or TweetScan.
Listen: Follow the ConversaTon
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ParTcipate • You don’t have to post every day to create an effecTve presence on social media.
• Find the frequency that makes sense for you and be consistent.
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• Communicate with employees
• Publicize local events • Highlight success stories and achievements
• Create specific pages for aliments or behaviors
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• Daily recycling Tps • Opinion-‐sharing • UpdaTng the public regarding new informaTon
• Schedule changes (Holidays/Weather delay)
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• Recruitment
• Employee outreach
• Peer-‐to-‐peer thought sharing
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• Training videos • How-‐to’s • Share news stories • Staff/thought-‐leader interviews
• Event pictures • Visual updates
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Social Media Engagement • CombinaTon of Talking and Listening
• Finding Relevant ConversaTons • ParTcipaTng In These ConversaTons • GeneraTng Responses to You Posts • Responding to Relevant Posts in a Timely Manner
• Collaborate to Share the Best/Latest InformaTon
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Benefits of Social Media Engagement
• Build LasTng RelaTonships • Increase Number of Friends, Fans and Followers
• Find and Grow Your Target Audience • Influence Opinions and Behavior • Become a Trusted Thought Leader
• Faster, BeVer InformaTon for the Public
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Measure • A few things to keep in mind:
• Most tools monitor and measure things differently; you will need a combinaTon of tools.
• Take some Tme to periodically search around for new measurement tools.
• Measure as much as you can, but also look at the relaTonships and connecTons you form.
• Make sure you are looking at the effects on your organizaTon as a whole, not just on social media.
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Listen
ParTcipate
Engage
Measure
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Rules and RegulaTons • Develop a social media policy for employees. • Train employees on the policy and answer any quesTons.
• More advanced training may be required for those managing your organizaTons social media accounts.
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Have a Plan • PosTng schedules • Approval process • Protocol for responding to negaTve comments • Crisis communicaTons plan, including social media component
• Regular training or updates • Re-‐evaluate strategy every 8-‐12 months
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Thank You
Andy Likes Senior Director of Media Rela1ons
[email protected] 314-‐991-‐4641 @TVGmediaguy
www.vandivergroup.com @VandiverGroup