Innovative Social Media

Kathy Woolever, CAE

SOCIAL BUTTERFLY

Own Your Name and Your BrandOrganization and key executives

First Things First…

Goals and BackgroundWhat are the overarching brand goals?Which products/services are a good fit for

social media?What are your competitors doing in social

media?

First Things First…

Target AudienceWhere are they located?Age, gender, income, ethnicity, job title, etc?Do targets have similar interests?Which interests are relevant?

First Things First…

Process Owner and MessageWho will drive content?How frequently will messages be posted?Include personal, random posts in addition to

marketing/PR?Draw from existing publications?What are the top messages to convey?What tone is most appropriate?

(Expertise, needing help, humorous)

First Things First…

Rolodex on steroidsLeverage connectionsIntegration with

member/prospect management tools

LinkedIn… or be left out

Members Shape Their Own Experience

Customized Facebook tabs

Leverage Tools for Customization

Facebook timeline

Tell Your Story

People love photosPollsLive Twitter eventsContests – share your stories, post your

photosCollaborate to solve problems

Interaction is 2-Way

Own the conversationLinkedIn groupsFacebook micro-sitesPrivate social networks – Ning, Higher Logic

Repurpose contentUse comments as testimonials

Record it in your databaseCollect social profilesLikes, comments, shares, retweets

Create & Capture Engagement

Understand why, how and to what degree a member engages

Define desired behaviors to align with strategic goalsMember longevityTotal revenueVolunteer hoursSocial engagement

Weight behaviors by importance

Why Scoring Engagement Matters

Engagement

NoneScore=0

LowScore=1

MediumScore=3

HighScore=6

Attend event

Responds to email

Asks for help

Comments on newsletter

Responds to another member

Log-ins per qtr

Creates a profile

Posts a message or takes a poll

Engagement Scoring

Kathy Woolever, CAEkathy@sotactics.com

717-576-0851

Social Media and Online Strategies

https://www.facebook.com/SoTactics

@sotactics

http://www.SoTactics.com