Beyond status updates Libby Hall, WestmorelandFlint

Strategic Planning

1.  What type of program is this? 2.  What is the current relationship

with the audience? 3.  How does your audience use

social media? 4.  What’s your one thing? 5.  How will you be human? 6.  How are you going to use social

media? 7.  What does success look like? 8.  Who is responsible for what?

Strategic Planning

Tactical Planning

1.  Where is the home base? 2.  What outposts will support the

home base? 3.  What types of content will be

added regularly? 4.  How is the audience going to be

activated and not just collected? 5.  What ways can we make members

the star? 6.  How will we make fans aware of the

home base?

Execution

Strategic Planning

Tactical Planning

Measure

Execution

Strategic Planning

Tactical Planning

Measure

Execution

Strategic Planning

Tactical Planning

Content

Notyou

You

Contests and promotions

•  Make participation easy

•  Have a prize to match the effort

Tips for contests

Facebook Promotion Guidelines •  Promotions on Facebook must be administered within

Apps on Facebook.com, either on a Canvas Page or an app on a Page Tab.

•  You must not use Facebook features or functionality as a promotion’s registration or entry mechanism.  For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant. 

•  You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app.  For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall.

Facebook Promotion Guidelines

•  You CAN… – Give things away on your blog,

Twitter, or your website and promote on Facebook

–  Invite fans to interact and reward them for doing so

Measurement & Listening

Metrics to Consider

Reputation Management Number of positive mentions Number of negative mentions Number of overall mentions

Customer Service Number of questions answered Decrease in call center questions Cost savings

Publicity Social connectivity Percentage of pickup Share of voice

Acquisition Number of new contacts Value place on a contact

Customer Loyalty Participation Size of community Increased positive mentions/reviews

Thought Leadership Share of voice Number of followers Number of mentions Time spent with content Number of clicks Content sharing Search volume

Networking Number of connections Interaction with connections Incoming Referrals

Crisis Mitigation Number of Negative Mentions Number of Positive Mentions

Awareness Number of Followers Number of Mentions Click Through Traffic Search volume Site traffic Klout score

Look at page 164 in the Now Revolution book for a great metrics selection tool.

Listening

Google Analytics

Facebook Insights

Facebook Insights

YouTube Insights

YouTube Insights

Twitter Tools

Words to tweet by

•  Strategy first •  Make it about your fans, not your brand •  Measure, adjust, repeat

Questions?

Resources •  Tools and guides

–  Twitter for Business Guide: http://business.twitter.com/twitter101

–  Mashable small business guide: http://mashable.com/2009/12/04/small-business-guide/

–  Facebook Advertising Guide. Learn about Pages, Ads, Share on Facebook, and Facebook Connect: http://www.facebook.com/advertising/

–  Facebook Connect Developers’ Guide. What it takes to implement Facebook sharing tools on your website: http://developers.facebook.com/connect.php

–  Facebook Promotion Guide: http://www.facebook.com/promotions_guidelines.php

–  Social media responsibilities worksheet: http://www.scribd.com/doc/33806521/Social-Media-Responsibilities-Worksheet#stats

•  Blogs and ongoing information –  Flint Group blog: http://www.flint-group.com/blog/

–  Jay Baer blog. National social media consultant and WestmorelandFlint alliance: http://www.convinceandconvert.com

–  SmartBrief on Social Media. Daily email updates with headlines from the changing world of social media: http://www.smartbrief.com/socialmedia/index.jsp?campaign=webIndustries

Monitoring Tools

•  Broad –  Social Mention: http://socialmention.com/ –  Kurrently (Facebook and Twitter): http://www.kurrently.com/ –  Google Alerts: http://www.google.com/alerts

•  Specialized –  Google Blog search: http://blogsearch.google.com/ –  Board Reader: http://boardreader.com/ –  Wikipedia: http://en.wikipedia.org/

•  Twitter –  Twitter search: http://search.twitter.com/ –  Twitter Counter: http://twittercounter.com/ –  Refollow: http://refollow.com/refollow/index.html –  Feed My Inbox: http://www.feedmyinbox.com/ –  Cotweet: http://cotweet.com/