BUILDING COMMUNITY & DRIVING ACTION ON SOCIAL MEDIA€¦ · building community & driving action on...

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BUILDING COMMUNITY & DRIVING ACTION ON SOCIAL MEDIA TOM LORENZO VP, Creative Situation

Transcript of BUILDING COMMUNITY & DRIVING ACTION ON SOCIAL MEDIA€¦ · building community & driving action on...

Page 1: BUILDING COMMUNITY & DRIVING ACTION ON SOCIAL MEDIA€¦ · building community & driving action on social media tom lorenzo ... 80% women millennials & media- centric age: 18-29 millennials

BUILDING COMMUNITY & DRIVING

ACTION ON SOCIAL MEDIA

TOM LORENZO

VP, Creative

Situation

Page 2: BUILDING COMMUNITY & DRIVING ACTION ON SOCIAL MEDIA€¦ · building community & driving action on social media tom lorenzo ... 80% women millennials & media- centric age: 18-29 millennials

1. Introduction – 5 min

2. About you – 5 min

3. Social Landscape – 20 min

4. Social Plan – 20 min

5. Assignment – 20 min

6. Challenges & Resources– 5 min

7. Q & A – 15 min

BUILDING COMMUNITY & DRIVING

ACTION ON SOCIAL MEDIA.

INTRODUCTIONPART I

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I’VE BEEN

DOING THIS FOR

A WHILE

SOCIAL HAS

COME ALONG

WAY

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A GAME.

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A PLACE TO

RECONNECT

A PLACE TO GET

CONNECTED

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A PLACE TO GET

CONNECTED.

A CONTENT

SOURCE

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A

STORYTELLING

PLATFORM

AN

ADVERTISING

PLATFORM

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SOMETHING MY

NEPHEW

KNOWS

SOMETHING THE

INTERN KNOWS

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SOMETHING

YOU NEED TO

KNOW

THE HARD

TRUTH

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YOU NEED SKILL

• Social is not free

• You need Talent

• You need Advertising

YOU NEED BUDGET

• Social is not free

• You need Talent

• You need Advertising

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CAT PHOTO AFFINITY

LOVE Cat Photos HATE Cat Photos Don't Care

Source: Common Sense

COMMUNITY

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ACTION

COMMUNITY

&

ACTION.

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COMMUNITY

COMMUNITY

• Shared Passion

• Conversation

• Enhances Your Existence

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ACTION

ACTION

• Intangible

• Tangible

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COMMUNITY

+

ACTION

SOCIAL IS JUST

ONE PIECE OF

THE JOURNEY

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WHO ARE YOU?PART II

POLL EVERYWHERE EMBED

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WHO ARE YOU?

• What’s your role in the organization?

• What is your social IQ?

• How heavily invested is your organization currently in

social?

• What platforms does your organization use?

THE SOCIAL

LANDSCAPE

PART III

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UPWARD SWING

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THE PLATFORMS

THE REACH

1 BILLION USERS

2.2 BILLION USERS

350 MILLION USERS200 MILLION USERS

450 MILLION USERS

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Pew “Social Media Use 2018”

THE USERS

Everyone AGE: 25- 54

80% Women

Millennials & Media- centric AGE: 18-29

MillennialsAGE: 18- 29

70 % Under 25

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MOSTLY MOBILE

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APPROACH

Brand Storytellingto Conversion

Press & Direct Engagement

VisualStorytelling

5 THINGS YOU SHOULD KNOW

1. Proliferation of cause/advocacy

2. Organic Apocalypse

3. Paid Social

4. Content with impact

5. Orgs you should follow

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EVERYBODY’S

DOING IT

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5 THINGS YOU SHOULD KNOW

• Proliferation of cause/advocacy

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PROLIFERATION OF CAUSE

• Fragmented attention

• Audience fatigue

• Lack of trust/belief

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ORGANIC

APOCALYPSE

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-60.00%

-50.00%

-40.00%

-30.00%

-20.00%

-10.00%

0.00%

Anastasia Beautiful Mean Girls NYIAS RTC Wicked

% Change in Reach Average

DROP IN REACH

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PAID

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FACEBOOK ADS

FACEBOOK ADS

• Ensure Reach

• Highly Targeted

• Low entry point

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GOALS

TARGETING

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CUSTOM & LOOKALIKE

CORE

AUDIENCE

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CORE AUDIENCE

CORE AUDIENCE

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CORE AUDIENCE

CORE AUDIENCE

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CORE AUDIENCE

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SCHEDULING

REPORTING

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CONTENT

STORY PILLARS

INVITING

URGENT

IMPACT

HUMAN

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STORY PILLARS

URGENT

STORY PILLARS

URGENT

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STORY PILLARS

HUMAN

STORY PILLARS

HUMAN

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STORY PILLARS

HUMAN

STORY PILLARS

IMPACTFUL

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STORY PILLARS

INVITING

STORY PILLARS

INVITING

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STORY PILLARS

INVITING

STORY PILLARS

RELEVANCE

• Ensure Reach

• Highly Targeted

• Low entry point

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RELEVANCE

• Aligned with the

cultural

conversation X

RELEVANCE

• Aligned with the

cultural

conversation TRUMP NY TIMES

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RELEVANCE

• Highlight local

issuesTRUMP NY TIMES

STORY PILLARS

INVITING

URGENT

IMPACT

HUMAN

RELEVANT

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ORGS TO

WATCH

ORGS TO WATCH

Page 46: BUILDING COMMUNITY & DRIVING ACTION ON SOCIAL MEDIA€¦ · building community & driving action on social media tom lorenzo ... 80% women millennials & media- centric age: 18-29 millennials

WHO DO YOU

FOLLOW?

THE SOCIAL

PLAN

PART IV

Page 47: BUILDING COMMUNITY & DRIVING ACTION ON SOCIAL MEDIA€¦ · building community & driving action on social media tom lorenzo ... 80% women millennials & media- centric age: 18-29 millennials

THE JOURNEY

AWARENE

SS

RELATIONS

HIPSUPPORT ACTION LOYALTY

THE KEY STEPS

• Strategic Framework

• Objectives

• Personality

• Tactical Framework

• Content Streams

• Rules of Engagement

• Editorial Calendar

• Paid Support

• Reporting & Analysis (KPIS)

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STRATEGIC

FRAMEWORK

STRATEGIC PROCESS

GOALSPLATFOR

MS PILLARS

STRATEG

Y

(CONTENT +

ENGAGEMENT)

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GOALS

PURPOSE KPI

Awareness- Reach- Follower Growth

Relationships- Engagement- Sign up

Advocacy- Reposts/Hashtag usage- Specific Advocacy Action (e.g. using petition form)

Donations- Tracked Donations- Clicks to website

AUDIENCE

AUDIENCE WHAT THEY WANT

Supporters- To be on the inside - To understand the impact of their support

Prospects - A way to make a difference

Press - A POV

Orgs & Influencers - Drive a mutual interest

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PLATFORM

Brand Storytellingto Conversion

Press & Direct Engagement

VisualStorytelling

STORY PILLARS

INVITING

URGENT

IMPACT

HUMAN

RELEVANT

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CONTENT STRATEGY

HIGHLIGHT THE ISSUE HIGHLIGHT THE IMPACT

TELL POWERFUL STORIES INSPIRE ACTION

ENGAGEMENT STRATEGY

• How are you directly

responding

individuals on social

channels?

• How are you

amplifying other

voices?

Page 52: BUILDING COMMUNITY & DRIVING ACTION ON SOCIAL MEDIA€¦ · building community & driving action on social media tom lorenzo ... 80% women millennials & media- centric age: 18-29 millennials

ENGAGEMENT STRATEGY

AMPLIFY OURISSUES & IMPACT

MAKE PERSONAL CONNECTIONS WITH

OUR SUPPORTERS

ALIGN WITH LIKEMINDED

INFLUENCERS & ORGANIZATIONS

BE ACTION ORIENTATED

TACTICAL

FRAMEWORK

Page 53: BUILDING COMMUNITY & DRIVING ACTION ON SOCIAL MEDIA€¦ · building community & driving action on social media tom lorenzo ... 80% women millennials & media- centric age: 18-29 millennials

TACTICAL PROCESS

FREQUENCY CONTENT

STREAMS

CONTENT

CALENDAR

Platform Details 1

0

6

PLATFORM WEEKLY / MONTHLY POSTING FREQUENCY

Facebook2/ Week

10 / Month

Twitter10/ Week

50 / Month

Instagram4 / Week

20 / Month

FREQUENCY

Page 54: BUILDING COMMUNITY & DRIVING ACTION ON SOCIAL MEDIA€¦ · building community & driving action on social media tom lorenzo ... 80% women millennials & media- centric age: 18-29 millennials

CONTENT STREAMS

CONTENT STREAMS

• A specific content direction that

brings to life our content strategy

and is aligned with our story

pillars.

• These can be evergreen or timely.

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CONTENT STREAMS

HIGHLIGHT THE ISSUE

TELL POWERFUL

STORIES

STRATEGY

CONTENT STREAMS

HIGHLIGHT THE ISSUE

TELL POWERFUL

STORIES

STRATEGY

Page 56: BUILDING COMMUNITY & DRIVING ACTION ON SOCIAL MEDIA€¦ · building community & driving action on social media tom lorenzo ... 80% women millennials & media- centric age: 18-29 millennials

CONTENT STREAMS

HIGHLIGHT THE ISSUE

INSPIRE ACTION

STRATEGY

CONTENT

CALENDAR

Page 57: BUILDING COMMUNITY & DRIVING ACTION ON SOCIAL MEDIA€¦ · building community & driving action on social media tom lorenzo ... 80% women millennials & media- centric age: 18-29 millennials

CONTENT CALENDAR

• Planning out the release of content

across a period of time – usually

one month.

• The calendar will (and should) shift

but serves as a baseline.

• Consider a shared document such

as a Google docs to manage.

CONTENT CALENDAR

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REPORTING

• Monthly reporting is recommended

over weekly as it can begin to

indicate trends

• Report around key moments

• Simplify reporting – only consider

metrics that are actionable.

• Consider investing in a social

reporting tool

TOOLS

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MANAGTEMENT TOOLS

ASSIGNMENT

PART V

Page 60: BUILDING COMMUNITY & DRIVING ACTION ON SOCIAL MEDIA€¦ · building community & driving action on social media tom lorenzo ... 80% women millennials & media- centric age: 18-29 millennials

CHALLENGES &

RESOURCES

PART VII

KEY CHALLENGES

Who within the org

handles social?

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WHO HANDLES SOCIAL?

• Don’t assume one

person can do the job

• Integrate within the

team

• Avoid making it a silo

• Seek specific training

STAY UP TO DATE

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STAY UP TO DATE

• Follow the official blogs of the platforms.

STAY UP TO DATE

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QUESTIONS?

PART VIII