integrating social media into a communications strategy
TRANSCRIPT
Web 2.0 - How to Integrate Social Media into Your Communication Strategy www.SOCIALFISH.org
Social Media Strategy
Launch anInitiative
Feed &Nurture
Develop aStrategy
Measure &Evaluate
Listening
Cyclical Approach
AdvocacyEducation
Membership
Social Media Strategy Association Focus
Advocacy
EducationMembership
Conversation
Collaboration
CollectiveAction
Social Media Strategy Association Focus Social Focus
Advocacy
EducationMembership
Social Media Strategy Results Focus
Social Media Strategy
Launch anInitiative
Feed &Nurture
Develop aStrategy
Measure &Evaluate
Listening
Cyclical Approach
Social Media Tools
Brian Solis and JESS3
Social Media Tools
Jessica Hagy, Indexed Blog
Social Media Tools Social Objects
videos
photos
friends
books
jobs
Social Media Strategy
Mobile
Video
WidgetsSocial Bookmarks
Feeds and Content Syndication
Social Networks
Blogs & Micro-blogging
Big Picture
More member activity
Key Success Metrics
• # of members using online directory• # of co-created volunteer opportunities• # of actions around volunteer opportunities• # of active open volunteers• # of working first-time volunteers• Qualitative feedback from community
Objectives
Traditional media ~ rock
Digital media ~ water
Social media ~ clouds
Flickr photo credit: Alex Pears
Content Strategy Integrating Media
Traditional media ~ static versus fluid
Digital media ~ key assets &
frequency
Social media ~ feed the outposts
Flickr photo credit: Alex Pears
Content Strategy Integrating Media
Better business results
Key Success Metrics
• 593 members (was 412)• 17% active (was 27%) 31% online (was 53%)• Page views up 20% since February• Secured sponsorship for YAP in Toronto• CAE study groups launched• Part of Forrester’s research on communities
that attract Gen-X
Objectives
Flickr photo credit: Phil Gimp
Content Strategy Operational Integration
More influence
Key Success Metrics
• 563 followers on Twitter (was 250)• 95 LinkedIn group memers (was 26)• 91 Facebook group members (was 28)• Launched NASE on Micro-Business blog• First contact with key influencers• Positive feedback from members & prospects.
Objectives
Social Media Policies Framework
Social Media Policies Types of Policies
• Code of Conduct/Ethics• Social media policy for employees, members
and/or volunteers• Terms of use or user agreement• Privacy• Disclaimers• Copyright, intellectual property• Blogs – posting & commenting policies • Moderator’s guidelines• Logo guidelines• Crisis communication plan
Social Media Policies Simplified
Lindy DreyerChief Social Media Marketer
[email protected]/Twitter: lindydreyer
http://associationmarketing.blogspot.com/
Questions
http://www.buzz2009.org/