Why Isn’t My Social Media Strategy Working?

Presented by:

NatashaNetschay Davies

Director, Social MediaPeak Communicators

Twitter Conversation:

#cprs

A Show of Hands…

Follow a social media communications strategy

Have no social media strategy

Participate in social media without a strategy

Have no strategy, and have no social media

involvement

A Show of Hands…

Who feels their social media strategy is working?

Who thinks their strategy needs a makeover?

Who thinks “going with the flow” with no strategy works just fine?

Today’s Talk

Why Social Media Continues to Matter

Signs Your Strategy Isn’t Working

Adjusting Your Strategy

Q & A

Become A Fan – SMS

Contact Us

Why Social Media Continues to Matter

more than 4 out of 5 North Americans

are active in creating, participating or

reading some form of social content

at least once a month

Where the Masses Are

Social networks and blogs are now the 4th most popular online activity - ahead of personal email

This week:

#2 Facebook#4 YouTube#6 Wikipedia (13 million articles, 200 languages)

#7 Blogger#13 Twitter #6394 The Vancouver Sun

Stats …and What They Mean

67% of the global online population visit member communities

More than 120 million users log on to Facebook at least once each day

45% of Facebook’s audience is now 26 or older

6 months ending July 4, 2009 Facebook saw 513% growth in 55+ year old users

There are 112 million blogs, with 120,000 new ones appearing each day

Spotlight on Twitter

Twitter’s estimated worth: $1 billion – how much will resources will go to developing Twitter as the leading business communications connection tool?

Adults ages 35-49 have largest representation on Twitter

There are more women on Twitter (53%) than men (47%)

Remember #1 - Social Media are TOOLS

Communications tools that:

Listen, hear, monitor

Share information (not announce)

Story tell in different ways, at different times, to different groups

Promote research, knowledge, product, service

Find and support community (business, media or consumer)

Participate with peer group

Organize events, conferences, speeches

Remember #2 - Social Media Comes in Many Forms

Add (publicize) information as it comes

CGC: Consumer-Generated Content

How do I Know my Strategy Isn’t Working?

What do you compare it to?

Traditional PR Metrics don’t apply

(spending equivalencies: earned media vs. ad equivalency)

Industry reports few, forget niche verticals

Success stories focus on U.S. big brand names

Success stories defined by sales

Reports and Tips Focus on Marketing Strategies

Focus on PR Goals

Forget the textbook definitions

ROI – Return on Investment

How can you apply business terms and comparisons to a communications medium that continues to evolve?

How do you put a value on conversations you can’t control?

Focus on PR Goals

What is the value of your Social Media Plan?

What is the Return on Influence? Are they negative or positive?

Can you afford the Return on Ignoring?

What happens – or will happen – if you’re not listening (at all), if you’re not responding, if you’re not participating, joining or creating?

The Signs

No news is bad news

Lack of engagement on (your) social networks

Inconsistent dialogue across (your) social channels

No News is Bad News

Problem

You’re not hearing anything about your brand

You can’t find any conversations to join

No one’s interested in your company

Solution

Adjust your monitoring tool(s) beyond ego-surfing

Sophisticated Dashboards…

Look and Listen Everywhere, to Everyone

Make a List:

industry topics

key phrases

trends

issues

challenges: taxation policy, petitions,

competing brands, products, methods

Industry Topics

Key Phrases

Find the Loudest Talkers – are they influential in your market?

Read the Comments, Not Just Original Content

Sign: Lack of Engagement on Social Networks

Problem

Fans

Members

Friends

Subscribers

Followers

…aren’t increasing

More Problems

No Wall posts

No Comments (on blogs, articles, comments on your comments)

No links to your social content

No retweets

No questions

No answers

No views

Solution: Review Your Content

Modify your content assets to SUIT the medium

“Copy and Pastes” of news releases don’t belong on Facebook Walls ....

...discussion topics do

...previews, behind the scenes, insight on industry trends belong in social spaces

Content for Twitter

Links to “interesting” articles put Twitter into overcapacity

Pulled quotes from articles spark conversation

Tweets from PR Agency Partner

Corporate Video...yawnnnnnnnnn

Demo and How to Video = Comments

Sign #3 Inconsistent Dialogue

Problem

Posting information randomly

Solution

Develop and follow a social media editorial schedule

Direct traffic to other social spaces

Connect the dots, have a flow chart

Give Context to Story, Behind the Scenes

Joining a Conversation

Redirect to More Information

Adjusting Your Social Strategy

Who lives in your community?Media, Industry Peers, Public, Government, Families?

Focus on one goal per group:Awareness

Sales

(Customer) (Self) Service

Reputation

Communications Flow Chart

Non-Profit Organization

Academia Government Industry

Profs Students

Prov. Fed. Intl.

Biz Non-Profit

The Social Web

Non-Profit Organization

Academia

Government

Industry

Profs

Students

Prov.

Fed.

Intl.

Biz

Non-Profit

Choose Tools and Content Per Community

Community: Industry Peers & Group Associations

Goal : Discuss Challenges during recession

Tools: Facebook Group (can branch from your company Fan Page)

Add a new discussion topic weekly, be active, ask questions

Briefer conversations on Twitter using insider hashtags

Choose Tools and Content Per Community

Community: Media

Goal: Arrange interviews with Company President during 3-day industry conference exhibition Tools: Twitter & Social Media Press Release Using conference hashtag, invite Media to stop by Company Booth for demo

Using conference hashtag, ask Media to RSVP 15-min interview slot at Booth

RSVP interview with #Konductor Prez at #AdobeMax between 9 am – 12 am, we’re at Booth 841

Pitch media followers on company at conference, provide link to social media press release

Social Media Press Release:news bulleted, links to conference video footage uploaded to YouTube Company Channel, product demo, links to blogger coverage, links to conversations

Choose Tools and Content Per Community

Community: General Public

Goal: Conduct Quick Crowdsourcing Campaign (get feedback on new product/service from the social sphere)

Tools: Tweet questions related to feedback

Tweet Air Canada your feedback on your #flightnumber

Tweet #Air_Canada your feedback on #flightnumber and get 100 #aeroplan_miles

5 Steps to Re-Strategizing

Listen broadly

Adapt content to the medium

Separate communities within your communities

Set your communication goals per community

Follow a social editorial schedule – be organized, and consistent

Find us on Facebook

Text:

fan PeakCo

to: 32665

from your

mobile phone and be added as a fan instantly

Contact Us

www.twitter/NatashaNDavies

www.twitter.com/peakco

natasha@peakco.com

Read the Wall, Not Just the Numbers

Are You a Social Media Leader, Manager or Follower?

Be proactive – be ready to listen and talk back

Choose an ROI model: Return on Ignoring or Return on Influence

Build a channel for conversation

Corporate Web sites are, well, corporate

Social media allows for direct conversation to your community B2P (public), B2B (business), B2C (consumer) B2M (media)

Reduces need for the “middle man” (the media)

Build your foundation today … for tomorrow

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