Busting the #SocialMedia Silo

#MMCCon LB1 | @SocialMedia_ite | @Carriehd!

Elizabeth Bookhultz | @SocialMedia_ite!Carrie Hane Dennison | @carriehd!

#MMCCon LB1

Anyone can DO social media. !

But how can we make sure we do social media WELL?

Blendtec case study source: Christian Biggs, SociaLens Researcher

tec’

Will it Blend?

Goals !Audience!Message!Resources

Strategy vs. Tactics

“Som

ath”

We need to be on Instagram.

Instead of saying….

Ask…

What business goals can we meet by sharing photos?

Instead of saying….

We should run a Facebook contest to boost engagement

Ask…

What can we accomplish by running a contest?

A strategy describes how the ends (goals) will be achieved by the means (resources).

Tactics are the specific actions taken to meet a strategy.

Pam Moore, CEO & Founder, Marketing Nutz

Random Acts of Marketing

An attempt at meeting a business goal that is “NOT integrated, can not be easily measured or justified and does not integrate with other marketing and biz tactics.”!

Aim for Long-Term Results

Sustainability Award

Case Study

#MMCCon LB1 | @SocialMedia_ite | @Carriehd!c/o www.flickr.com/hedvigs under CC BY 2.0 (www.creativecommons.org/licenses/by/2.0/)

Getting Stuck in Silos

Channel Expertise

Silos by Peter Miller https://www.flickr.com/photos/pmillera4/12162109155/

vPeter Miller https://www.flickr.com/photos/pmillera4/12162109155/

Namdaemun Market, Seoul Korea by Michael McDonough https://www.flickr.com/photos/mikemcd/3281330927

Busy Market in the West Bank https://www.flickr.com/photos/kudumomo/3933236065

#MMCCon LB1 | @SocialMedia_ite | @Carriehd!Silos by Peter Miller https://www.flickr.com/photos/pmillera4/12162109155/

The Big Picture

Does your organization have a defined business

strategy?

Business Strategy

Content Strategy Communications Strategy

Web Social Media

Communication !Strategy

Content !Strategy

Social!Strategy

Content strategy is a:A. Technique of creating and

distributing content B. Road map for what you want to

achieve across all communication channels

C. Way of creating content D. Made up term by a bunch of

copywriters who were bored one day

Content Strategy

“365-211” c/o www.flickr.com/cmuffins/ under CC BY 2.0 ( https://creativecommons.org/licenses/by/2.0/)

Identify your audience, where they are, what they want, where they want it

Define your message - create a message architecture so you can develop content that supports that message

Set measurable goals - you can’t gauge success without them

Where When How

Identify your resources: what you have, what you can support, where you can engage with most effectiveness

Social Media Strategy

Content Marketing

Content Strategy

Kristina Halvorson, CEO/Founder of Brain Traffic

Content MarketingCreating and distributing relevant and valuable content to attract, acquire, and engage a clearly d e fi n e d a n d u n d e r s t o o d audience with the objective of driving profitable customer action.

Get (general) agreement on what you are doing!

Prioritize work!

Spend less time deciding what you will do, more time doing it!

Set stage for governance!

#MMCCon LB1 | @SocialMedia_ite | @Carriehd!Silos by Peter Miller https://www.flickr.com/photos/pmillera4/12162109155/

Membership Campaign Case Study

Exercise Setting Goals & Metrics

Non-profits have business strategies

What if you don’t get answers to your strategic questions?

#MMCCon LB1 | @SocialMedia_ite | @Carriehd!c/o https://www.flickr.com/photos/infomatique/ under CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0/)

Social Media Strategy

What is a social media strategy?

#MMCConLB1 | @SocialMedia_ite | @Carriehd!

–- Jay Baer, social media content strategist and speaker

“The goal isn’t to be good at social media; the goal is to be good at business because of social media.”

#MMCCon LB1 | @SocialMedia_ite | @Carriehd!“Evolution of the Aardvark” c/o www.flickr.com/keesey under CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0/)

Audience!Message!Goals!Resources

#MMCCon LB1 | @SocialMedia_ite | @Carriehd!“the audience is shaking (CC)” c/o www.flickr.com/marfis75/ under CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0/)

Audience

#MMCCon LB1 | @SocialMedia_ite | @Carriehd!“Stop Look Listen,” c/o www.flickr.com/kevandotorg/ under CC BY 2.0 (https://creativecommons.org/licenses/by/2.0/)

“Yan

” c/

ASCE Sunsets Pinterest

” c/

Message

“Message in a bottle” c/o www.flickr.com/aturkus under CC BY 2.0 (https://creativecommons.org/licenses/by/2.0)

ASCE’s Membership Campaign

• Greater good

• Technical Expertise

• Professional Advancement

“It’s a goal” c/o www.flickr.com/opopododo under CC BY 2.0 (https://creativecommons.org/licenses/by/2.0/)

Metrics

“Pol

ion”

Consumption

Sharing

Lead Gen

Source: Jay Baer’s A field guide to the 4 types of content marketing metrics

Resources

#MMCCon LB1 | @SocialMedia_ite | @Carriehd!“Lottery Winner Mandy Williams” c/o www.flickr.com/montagecomms under CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0/)

Resources

Exercise Social Strategy

Busting Silos

#MMCConLB1 | @SocialMedia_ite | @Carriehd!

— Sarah Lawler, manager of marketing for the American Association of Community Colleges

“Silos are formed when we get caught up in the minutiae. But if we take a look at 10,000 feet and 30,000 feet, it is a whole new perspective.”

d” c

Leverage

Developing ASCE’s Social Strategy Case Study

Exercise Busting Silos

Get Started

Listen to your audience

Meet your audience where they are, not where

you want them to be

Rise above the noise

Reach for your goal

tec’

Questions?

Socialize with Us!

ELIZABETH BOOKHULTZ!Social Media Specialist, ASCE!

@SocialMedia_ite

CARRIE HANE DENNISON!Director, Web Operations &

Strategy, ASCE!@carriehd

Busting the #SocialMedia Silo

Social Media

Transcript of Busting the #SocialMedia Silo

Silo-Busting Using the Google Analytics Social Report

socialmedia siZe

1 The Anatomy of a VNA Done Right: The Case for Silo Busting Michael Gray Principal Gray Consulting.

Busting The Wild Alaskan Information Silo

'Hulk Smashâ•šâ—¢ Busting the OAA Silo!

Socialmedia prn

Eharmony socialmedia

Backstage socialmedia

Presentatie Socialmedia

IMPLEMENTING MAJOR ACCIDENT HAZARD MANAGEMENT — SILO BUSTING IN PRACTICE

Socialmedia plan

Silo-Busting: Overcoming the Greatest Threat to ...

Business socialmedia

Socialmedia 101

Socialmedia Wsiwek

Searching socialmedia

Socialmedia associations

Google socialmedia

Roi socialmedia

Socialmedia sorenson