Busting the #SocialMedia Silo

#MMCCon LB1 | @SocialMedia_ite | @Carriehd!

Busting the #SocialMedia Silo

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

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http://www.socialens.com/wp-content/uploads/2009/04/20090127_case_blendtec11.pdf


Will it Blend?

https://www.youtube.com/watch?v=aM94aorYVS4&feature=kp

Goals !Audience!Message!Resources


Strategy vs. Tactics


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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.”!


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http://www.flickr.com/matthewfane



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/)

http://www.flickr.com/hedvigs



Getting Stuck in Silos


Channel Expertise

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

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


https://www.flickr.com/photos/mikemcd/3281330927

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

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/)

http://www.flickr.com/cmuffins/



Who

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


What

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


Why

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/)

https://www.flickr.com/photos/infomatique/

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/)

http://www.flickr.com/keesey


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

http://www.flickr.com/marfis75/


#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/)

http://www.flickr.com/kevandotorg/



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ASCE Sunsets Pinterest

http://www.flickr.com/alexyo1968

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http://www.flickr.com/mahalie



Message

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

http://www.flickr.com/s/aturkus/

https://creativecommons.org/licenses/by/2.0

ASCE’s Membership Campaign

• Greater good

• Technical Expertise

• Professional Advancement


Goals

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

http://www.flickr.com/opopododo



Metrics

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https://www.flickr.com/photos/chodhound/



Consumption

Sharing

Lead Gen

Sales

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


Resources

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https://www.flickr.com/nadya


#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/)

http://www.flickr.com/montagecomms



Resources

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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.”


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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


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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