Social Media 101: The Five Must-Haves for Successfully Managing Outreach
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Transcript of Social Media 101: The Five Must-Haves for Successfully Managing Outreach
Social Media 101
The Five Must-Haves for Successfully
Managing Outreach/On-boarding
Agenda Self Service Government? Which Comes First? People Are Talking – SM in the workplace The Five Must Haves The Klout Challenge
Self Service Government
The application of technology to enable citizens to participate in the business processes for the purpose of expediting government services at volumes unbounded by human capacity. LADWP – SoCalSmartWater
Self Service Government
Which Comes First?
Which Comes First?
Outreach/Need
Self Service
On-boarding
The Process of On-boarding
Attention Interest Adoption Support
What is Social CRM? Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It's the company's response to the customer's ownership of the conversation.
What is Social Customer Service? Ownership of social media is shifting away from Marketing and Communication as engagement increasingly relates to inbound customer service-based topics. Rather than social being seen purely as a space for companies to deliver outbound marketing messages, it is the inbound customer queries that allow for meaningful points of engagement and the building of brand advocacy.
Outreach – Defining Scope
•Who will do the outreach? •Who is our target audience? •How will we do the outreach? •Is Social Media an appropriate tool for our target audience?
Social Media in the Workplace http://www.tvland.com/episodes/mb8rrv/younger-pilot-ep-101
The number of people using Twitter has increased by more than 50 million in the past year. The network now has over 270 million active users. Twitter generated $716 million in Auto Sales. The best returns were on luxury model cars. For every $1 invested in Twitter marketing, luxury car brands saw a return of $17.80. That’s a return of 1,780%. By 2015, one fifth (20.5%) of internet users in the US are expected to have Twitter accounts. This figure has grown from 15.2% in 2012, and is set to rise to 24.2% by 2018. The average Twitter user follows five or more businesses. Over a third (37%) of Twitter users will buy from a brand they follow. Mobile users are more active on Twitter than desktop users. People with Twitter on their smartphone are 79% more likely to access Twitter several times a day. They’re also twice as likely to use Twitter the moment they wake up. Three in ten small businesses have yet to join Twitter.
Social Media Value Proposition Reach people outside your existing defined community Instantaneous Feedback – Increased ROI Reduced Internal Cost - $$ and Resource Time Eliminates Barriers
Growth
Reduced Cost or Staff Required
Social Media Maturity Model
Influence
Interact
Inquire
The 5 Must Haves
#1 - Project Leader Mindset
Influence
Interact
Inquire
Inspire •Connect strategic drivers to tactical day to day operations • Moving to a better place, not standing still
Empower •Listening •Openness •Questions •Trust
Mgmt vs Leadership
Tasks and Deliverables Internally Focused Direct Lines of Authority Contractual or Employer/Employee Relationship - Resources
Project Management Project Leadership
Strategy and People Focused Lead with Vision
Connect strategic drivers to tactical day to day operations Inspire a team Moving to a better place, not standing still
Empower the Team Listening Openness Questions Trust
#2 – Goals & Metrics
Influence Results
Interact Credibility
Inquire Knowledge
Tactical vs. Strategic Cost Savings vs. Growth Example Vendor Self Service
Strategic: Attract vendors with specific skills
Tactical: Convert Existing Vendors
Happier Vendors Cost Savings/Cost Avoidance
Customer Support Assistance Feedback Information Posting
Which vendors are using SM?
More vendors of XX type registered
Feedback Information Posting
Locate Target Audience
#3 – Resource Strategy What does your Outreach organization look like? Is there funding? Do we hire Social Media staff/consultant, acquire a service, or train existing PMs?
#4 – Tools/Solutions
Which tools? Self Service Government/e-Gov Easy for customers – intuitive Flexible Scalable Get Social with Internal Tools Project Engagement (WordPress, BaseCamp, etc. CRM Exposure to Social Media tools SM tools must be adopted
#5 Results
Influence
Interact
Inquire Who are my partners and are they on SM?
Are we making a personal connection?
Who have we influenced already?
What are my customers
talking about?
Are we engaged in the discussion?
Are we measuring our effectiveness?
Questions?
Klout
Klout uses Bing, Facebook, Foursquare, Google+, Instagram, LinkedIn, Twitter, and Wikipedia data to create Klout user profiles that are
assigned a unique "Klout Score". Klout scores range from 1 to 100, with higher scores corresponding to a higher ranking of the breadth and
strength of one's online social influence.
The Klout Challenge
Klout
Klout scores by Agency LA County ISD +1 21 @LACountyISD LA Sanitation +5 51 @LACitySan LA Dot +8 55 @LAdotofficial Empower LA +7 60 @EmpowerLA LA County Public Health +10 70 @LAPublicHealth LAX – 80 @FlyLAXairport New LA County Probation 38 @LACProbation LA Fire 79 @LAFD Los Feliz Neighborhood Council 40 @LosFelizNC LA County Assessor 40 @LACAssessor Southern California Hospital Assoc. 44 @SoCalHospNews CA Dept of Justice 62 @CALAGHarris LA County DHS 19 @LACountyDHS
Recommended… 1. The Power of Project Leadership: Susanne Madsen 2. Chef – The Movie 3. Event – Advanced Learning Institute – Washington DC
Leveraging Digital Services to Drive Engagement in Government
Q & A
Giveaways
Survey Code Part 2
7148151313