HOW TO

Lead by Being Social

CHRISTINA CROWLEY-ARKLIE

#CAMAOntario

@CCrowleyArklie

BEGINNER

INTERMEDIATE

EXPERT

SM EXPERTISE CURVE

• People want information NOW.. and FAST

• Sense of Community• Knowledge transfer (Peer to peer

(and industry extension) • Showcase of skills• Mechanism for Opinion (good or

bad!)• It’s how we are now marketed too

WHY THE ATTRACTION TO SM?

THE ‘SOCIAL 7’

• Expectation of social media presence (have to be on it)

• Use of dedicated hashtags & tweet-ups

• Coordinated targeting of platforms to certain demographics

• Each platform = different purpose (Feedback, Engagement, Informing, Experience)

TRENDS

• Posted online (website)

• Shared on social media (across various platforms)

• Top influencers find it & discuss it

• Trending across all outlets- traditional media outlets (TV, radio, print) and online

GOING VIRAL

AG FAVOURITES

• 95% use the internet daily

• 4/10 are online multiple times throughout the day

• 79% found out about new agricultural information through the internet

• 69% have smartphones

• 84% have used social media over past 12 months

• 73% said social media was very important to them

REALITY FOR AG

• Having conversations and reaching people we otherwise would have never been able to reach

• Hear/see all the discussion (good and bad!)

• Must build relationships with people and develop “trust” before we give hard facts/science

REALITY FOR AG

• ‘You are your social network’• Community feel, to engage with others• Provide feedback/thoughts on topics• Showcasing of skills, interests• ‘Tweets are my Own’ (Corporate policy?)

You (As a Brand) Goals Execution

FROM A PERSONAL STANDPOINT

• Visit social media sites before website

• Better to be proactive than reactive• Crisis Communication• Google Search – Mobile

Responsiveness

Brand Consumer Goals Execution

FROM A BRAND STANDPOINT

‘Social’ StrategyS urvey the LandscapeO bjectives & StrategyC hannel SelectionI deas & ContentA pply & Engage L isten, Learn, Measure

S1. SURVEY THE LANDSCAPE

• Who is your Target Audience(s)?• What social media channels are

your target audience(s) using?• What other audience(s) could you

capture & on what platforms?• What are your competitors doing?

Decide what is best for you & your intended audience.

O2. OBJECTIVES & STRATEGY

• What could you do differently for your audience on social media?

• What sets you apart from competition?

• What is your overarching strategy & specific goals depending on what channels you choose?

• What would you like to achieve by X date?

• How will you measure success? Build a solid foundation for your

social presence to grow from.

C3. CHANNEL SELECTION

• What channels best suit your needs (personally, corporately)?

• What channels best suit your target audiences’ needs?

• What channels are in your short term and/or long term plan?

• Do you have budget for social media? Additional help/platforms?

• What resources to you have from an internal standpoint to manage social?

Sign up for all appropriate accounts.

I4. IDEAS & CONTENT

• Are you using consistent branding (photos, names, images, colour, wording) on all social media accounts?

• What original and industry appropriate content would your audience like to read/share?

• What should your editorial calendar look like?• What platform is best to manage your social

media accounts from?

Curate and populate original content in an editorial calendar & scheduling

platform.

A5. APPLY & ENGAGE

• When should you schedule content for, for best results? (Mix of spontaneous & planned content)

• How should you get followers/likes and reciprocate?

• When is the appropriate time to officially engage?

Make well educated decisions on content but remember to have fun with it.

L6. LISTEN, LEARN, MEASURE

• How will you gauge feedback? • What analytics and metrics will

you use to measure success?• What social media channels

are working? Not working?• How do you fix

channel/strategy/content and try again?

Social is a constant and evolving process: ENJOY it.

Twitter = https://analytics.twitter.com/ Facebook = Insights (only found on ‘Pages’)

ENGAGEMENT METRICS

Top March TweetImpression Ratio = 6,112 / 1,822 = 3.4% Ratio

Ideal Impression Ratio = 5.0%

- # of Impressions- Impression Ratio- Retweets/Favourites/Likes- Following to Followers

Ideal Target = 1 :1 Best = 10 Following / 100 Followers = 10% ratio

- Click Through Rate- Conversions (actioned on your request)- Community Size (# of followers on each

channel/month) +/- deviation

ENGAGEMENT METRICS

- Community Size (# of followers on each channel/month) +/- deviation

- Engagement % (All interactions / # of community members *100)

ENGAGEMENT METRICS

Facebook Twitter LinkedIn

Month 1 1774 4989 11374

Month 2 1831 5151 11487

Change +57 +162 +113

Facebook Twitter LinkedIn

Week 1 0.79 1.56 0.03

Week 2 0.34 1.74 0.00

TODAY’S TAKE-AWAYS

DO’s• Be on social media• Have a strategy• Showcase what you

know/enjoy• Share & tell• Use both personally

and professionally• Know the rules• Learn and evolve • Have fun!

DON’TS• Ignore it • Not listen/engage• Think you can’t learn

it• Ignore the personal-

professional boundaries

• Not have a strategy• Exclude audiences• Not set metrics

Christina Crowley-Arklie

WWW.THEPASS IONATEVOICE .COM

CHRIST INA@THEPASS IONATEVOICE .COM

W W W. L I N K E D I N . C O M / I N / C H R I S T I N AC R O W L E YA R K L I E

@CCROWLEYARKL IE

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