start your social strategy

1

Start Your Social Strategy

Your guide to social media

2

What is social?

3

What is social?

4

What is social?

5

What is social?

6

What is social?

7

What is social?

8

Three Goals of SocialBrand Awareness / Audience

ExpansionEngagement

Customer Service

9

First Goal of Social:

Brand Awareness

Brand Awareness/Audience Expansion

Connect with your target audience

Discover what time of day gets the most interaction

Ask yourself: Would I want to share or retweet this content?

Social media is not about creating content, but about distributing content

16

Second Goal of Social:

Engagement

17

Social Media Engagement

- Meeting your constituents where they are

- Making your content accessible

- Establishing a relationship

18

Third Goal of Social:

Customer Service

19

Social media is a great way to interact with customers

Nearly 1/3 of customers turn to brand pages on Facebook to ask questions

Customers who engage on social spend up 20%-40% more with that company

71% of customers with a positive social experience recommend the brand

Social Media and Customer Service

Sources: http://adespresso.com/academy/blog/importance-responding-quickly-customers-social-media/

http://www.forbes.com/sites/micahsolomon/2014/06/30/social-media-customer-service-four-rules-you-need-to-know/

http://adespresso.com/academy/blog/importance-responding-quickly-customers-social-media/




20

Make sure whoever is answering the questions is a people-person, not tech

Always be polite (NO MELTDOWNS!!), to the point, and provide pertinent links when possible

Don’t argue if someone has a complaint. Look into the problem and see if you can rectify

Respond as soon as you can








21








22

Hootsuite Tweet Deck Twine Social Oracle SRM Link shorteners (bit.ly, goo.gl, tinyurl, etc.)

Recommended Third-Party Resources

23

Created in 2004 Was initially used for college student

networking Opened to anyone over 13 with an email

address in 2006 so everyone and their mom (quite literally) could have one

Now has over one billion users Allows businesses to post and interact with

customers

Getting to know Facebook

24

Created in 2006 Initially created as a way to share text

messages as a small group (hence the 140 character limit)

Popularized the “hashtag” One of the ten most visited sites in 2013 Over 250 million users Allows users to have fast, easy customer

service

Getting to know Twitter

25

Created in 2011 “The future of Google+ is Google” Shows your Google+ page on the side if

anyone Google searches your organization Google+ integrates with all Google services

including Gmail and YouTube 540 million users online with 300 million

using “the stream”

Getting to know Google+

Instagram

Platforms & How-To’s

1. Use Hashtags

Platforms & How-To’s2. Offer Contests

Platforms & How-To’s3. Network

Platforms & How-To’s

4. Inspire

36

Career networking Used by individuals, sales teams, HR departments Acquired ad retargeting start-up BIZO in summer 2014

Getting to know LinkedIn Create a LinkedIn page

for your organization◦ If you have many

employees or volunteers, can build brand

◦ Improves SEO Consider ad

retargeting (if you have a specific target demographic)

38

IDEAS & CASE STUDIES

39

Case Study: Brand Credibility / RemakeProblems

First elected to SBOE in 1970s

Opposed introduction of computers into elementary schools

Supported ID Characterized as off-

rocker, luddite crazy old lady

Lost previous election

Solutions Aggressive campaign

with social media as key component

Posted consistent, relevant content

Engaged all comments; expert advice on phonics

Grew Facebook fans from 20 to 2,200

Candidate was accessible to interested voters

SBOE Candidate

40

Case Study: Facebook Ads

41

Case Study: Facebook Party Co-hosted with Apologia October 2013 Several giveaway prizes just for

commenting on our post Reached between 18k-69k on each of our

posts Quick, easy, flexible way to meet your

fanbase

42

Case Study: Facebook Party

Case Studies#phcpensmore2014

Case Studies

Case Studies

Facebook Check-Ins

46

What NOT to do: If possible, don’t use the same device for

personal and business accounts

47

What NOT to do: Get in fights with your customers

48

What NOT to do: Join a hashtag campaign without doing

research first

49

What NOT to do: Post a Facebook update without reading it

carefully through first

50

Return on Investment What you do needs to make sense for your

organization Value from social media

◦ Hard $ Increased sales or registrations based on expanded

audience◦ Soft $

Better trusted brand Better constituent satisfaction Expanded audience

51

Questions?