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Social Media Workshop for
State Workforce Agencies
February 12, 2013#NASWA
Social Media Strategist/Author/Speaker @NhatPham
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Background
Refugee from Vietnam Sales & Marketing Been in Internet since
90’s Technology “Nut” Love PeoplePhamily Guy
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Agenda
I. Introduction
II. Best Practices &
Case Studies
III. Engagement Strategy
IV. Managing Social Media
V. Next Steps
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Mission
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Market
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Message?
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Method
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Media Mix
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Metrics
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Metrics
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HOT SEAT
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HOT SEAT
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HOT SEAT
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Best Practices
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General Best Practices
Online. Offline. Inline.
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General Best Practices
Timely Response
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General Best Practices
Tell a Story…
…thru social media
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General Best Practices
Stay on top of social media changes
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General Best Practices
Measure and Analyze
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Best Practices
Post Consistently
Use Pareto's Principle: 80/20 Rule
Use Compelling Content
Listen Louder
Be Social
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Best PracticesPost Consistently
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Best Practices
Use Pareto's Principle: 80/20 Rule
EducationalEntertainment vs PromotionalEngagement
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Best PracticesUse Compelling Content
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Best PracticesListen Louder
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Best Practices
Listen Louder Keywords/phrases
Google Alerts
Follow hashtags
Create streams
80/20 Listening
Search
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Social Networking Rule
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Case Study: Air Force
5M’s
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Case Study: Air ForceDO
Use SM to promote people and organizationsBuild community promoting feedbackInclude images, videos and blogsUpdate content regularly with solid informationLink back to other sitesRemember OPSEC* at ALL timesStay in your lane –focus on what you knowPlay niceAvoid the offensiveRegister organizational SM site with 434 ARW/PA
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Case Study: Air ForceDON’TUse SM to make political or inflammatory statementsRespond negatively to feedbackInclude unprofessional contentLet your page go uncheckedUse trademark itemsPost times, locations or operation specificsGive your opinion on things outside your areaPost things you wouldn’t want your mother to seeViolate PrivacyHide your site from the military or the public
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Case Study: Air Force
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Case Study: Air Force
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Case Study: Air ForceDON’T
Use SM to make political or inflammatory statementsRespond negatively to feedbackInclude unprofessional contentLet your page go uncheckedUse trademark itemsPost times, locations or operation specificsGive your opinion on things outside your areaPost things you wouldn’t want your mother to seeViolate PrivacyHide your site from the military or the public
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Case Study: Career Prospectors
I. Mission
II. Message
III. Market
IV. Method
V. Metrics
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Case Study: Career Prospectors
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Case Study: Career Prospectors
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HOT SEAT
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Identifying your Tribe
Demographics
Networks
Industry
Education
Cause
Language/Culture
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C-Level of Social Marketing Success™C-Level of Social Marketing Success™
Cultivate Common Cause Find your why It doesn’t have to be warm & fuzzy Connect to them on emotional level
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Connect the Dots
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Cross-pollinating
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Cross-pollinating
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Content
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Campaigns, Contests & Content
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Campaigns
Mission or Cause
One Message @ a Time
Find Influencers
Nurture the Movement
Call to Action
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Contests
Compelling
Keep It Simple
Call to Action
Cross Pollinate
Create Urgency
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Best Practices
Use Pareto's Principle: 80/20 Rule
EducationalEntertainment vs PromotionalEngagement
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Best PracticesUse Compelling Content
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Add Value
Content is King
Content is Cash
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Compelling Content
Stories
Discussions
Instructionals
How-to’s
Education
Reuse & Recycle Curation
Stories
Discussions
Instructionals
How-to’s
Education
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Dashboards
Hootsuite
Radian 6
SW Dashboard
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Dashboards & Management
Monitor
Schedule
Plan
Assign
Respond
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Exercise
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Keys to SUCCESS
Build Relationships
Add Value
Have a Plan
Find Your Voice
Call to Action
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Next Steps Key Stakeholders
5 M’s
Get Creative
Get Feedback
Tweak/create plan
Call to Action
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Nhat [email protected]
804.708.7637
RoadWarriorShow.comMonday’s 9AM ET
ContactContact
in/NhatPham
/NhatPham
Gplus.to/NhatPham
/NhatPham
@NhatPham
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Demographic Sites
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Alexa - Comparative site traffic reports. Includes estimated reach, rank and page views
Quantcast - It allows you to compare multiple web sites in one handy chart. Estimates only of monthly visitor data.
Compete - Competitor site traffic reports. Estimates only of monthly visitor data.
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Sample Social Marketing Calendar
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Industry Priorities
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