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Check InTRANSCRIPT
Welcome
Dial in:Conference Line #: 1-877-885-3221
Passcode: 5775274
To mute and unmute your line, press *6.Feel free to use the chat function to share
thoughts or questions.
Agenda
1. Welcome and Roll Call2. Check In3. Planning for the Year 4. Editorial Calendar and Optimizing
Content5. Next Steps
Check In
Check In
What is your SMART objective for social
media?What is your audience
segment/target?
Please type your responses into the chat.
Review of the Crawl, Walk,
Run, Fly Model
Crawl Walk Run FlyTime Investment Link Social to
Communications Objectives
Integrated Content Strategy
Integrated Multiple Channels
Culture Change Social Media Policy Engage Influencers and Partners
Network Building
Basics Small Pilots for Insights and Practice
Best Practices in Tactics, Tangible
Results
Reflection, Continually Improve Results
Themes Categories IndicatorsBest Practices and Metrics
COMMITMENT CULTURE Networked MindsetInstitutional SupportCommunications Strategy
CAPACITY Hours Expertise Social Channels
MEASUREMENT Tools Analysis AdjustmentINSIGHT RESEARCH Brand Monitoring Relationship Mapping
Influencer Research CONTENT Editorial Calendar Integrated Content/Curation Strategy Social Content Optimization
Interaction/Responsiveness Social Events
IMPACT FOLLOWING Fans, Followers, and Connections Superfans , Champions RESULTS Engagement Thought Leadership
Action
Details: Crawl, Walk, Run, Fly Model
Best Practices and Metrics Change and
Scale According to
Level
Planning for the Year
What do you need to focus on in your workplan for the year to
get to the next level?
Please type your responses into the chat.
Editorial Calendar
and Optimizing
Content
Shift From Campaign to Media Site
Mindset
HighlightsReviewsStoriesCase Studies
Breaking NewsPolicy NewsDataReports
TipsTutorialsListsResources
Idea PiecesInterviewsOpinionAnalysis
Features News How ToIdeas
How To Think About Content
BalanceSpontaneous
with Strategic
Real Time
Planned
Original
Curated
• Identify Audience• Channel• Frequency• Content • Optimization
Tool: The Editorial Calendar
What will you say?What will engage your
audience?
Editorial Calendar
Getting Into Newsfeeds: Edgerank
Score• Consistent posting, but not too much per day (Test 1x
every other day)• Post engaging, relevant content, not constant self-
promotion• Exclusive content• Calls to action – ask your audience to share, like or
comment• Understand the right time to post – test Zarella findings
with your audience using Insights data
Don’t Forget To Plan for
Facebook Timeline Features
#1: Pin a PostA status update that you select to stay at the top of your Timeline that does not slip down as you add posts to your page.
#2: Highlight a PostA post selected to expand across your Timeline, taking up the space of both columns. Highlighting a post will help you draw more attention to the most important content on your page.
#3: Create MilestonesSpecial dates that tell the story of your organization through words and images.
CuratingSMARTer:Facebook
1.Find pages that share relevant content to like as your page admin.
2.Log in and scan your newsfeed.
3.Share relevant and high-shared items.
Content Optimization
Tips for Twitter
Write Great
TweetsOmit Needless Words
Describe, Simplify, Avoid
One Thought per Tweet
Be Human
Make it Sticky with Curated Links
Don’t Just RT, Personalize
Say Thanks
Ask Questions
Twitter Lists
Audience Targets
Editorial Calendar
and Optimizing
Content California
Editorial Calendar
and Optimizing
Content Kansas
Next Steps
What action step will you commit to trying between
now and the next call?
Type your responses into chat and we’ll ask you to unmute (*6) to share.
Thanks!
The next webinar is scheduled for:Thursday, September 27, 2012
2-3 pm ET/11am-12 pm PT
Please contact your Spitfire coach if you have any questions about today’s
presentation.