Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences
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Transcript of Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences
SOCIAL MEDIA &
COMMUNITY LEADERSHIP
Attracting, Keeping and Engaging Your AudiencesNew Media & Marketing
Raven
Raven New Media & Marketing, LLC
Raven is a marketing and new media consulting firm dedicated to assisting organizations with traditional marketing, interactive communications, social media and ebusiness strategy.
Web site audits (Internet, Intranet or Extranet) Ebusiness and marketing plan review or development Internal process or team analysis Web, mobile and social technology reviews Social media for business workshops Technology integration for marketing and communication programs Ebusiness project management process development Ebusiness team recruitment planning and development Content management system analysis Web content and web writing services Reporting and ROI setup Dark site planning Ebusiness team training Executive ebusiness workshops
RavenNewMedia.com
Agenda
Social media: Redefined for business
Social media: Today
Creating value: What your audience wants
Your social media strategy: A road map
Questions
Handout: Dictionary of social media
SOCIAL MEDIA:
EXPANDING THE DEFINITION
The New Media Universe
Social
Media
Social Media = Social Platforms
Social media is…
a communications channel
a conversation that happens online
an evolution in Internet user behavior
enabled by a diverse (and sometimes confusing) array of online tools
Social Media Maturity Curve (Generic)
IT’S ABOUT PEOPLE
The Hierarchy of Social Media Preferences
Social
Entertainment
Networking
Information
It’s About Them, Not Us
What do they want from you?
What do they find valuable?
Is it all work and no play?
Are they leading or are you?
Do they feel comfortable?
Do they visit (and participate) often?
Are you entertaining, engaging or creative?
What’s in it for me?
It’s About…
Prospects
Recruit for programs
Highlight actives and alumni
Show the value/clout of the network
Show creativity – grab their attention
Actives
Events & meetings
Socialization
Group projects
Community philanthropy
Compete
Alumni
Reconnect
Mentor programs
Network
Tell their stories
Make them feel important and included
Let Them Run
Communities require…
and keeping a loose rein
attention
nurturing
encouragement
incentive
A SOCIAL MEDIA
ROADMAP
Social Media Maturity
AwarenessInfluencing
the Influencers
Thought Leadership
Adoption Likes Recruits
Curious CredibleTrusted
Leadership
Step 1:
Strategy
Step 2:
Influence
Step 3:
Leadership
TIME
Creating a Social Media Ecosystem
Facebook – custom tabs and apps, advertising
Integrate with databases
Seamless sharing across partner sites
Integrate with core programs
Natural “go-to” for program participation
New influencers invited
Invitation campaigns
Customized email
Topic managers
Alerts
Experts associated with site
Exclusive invitations
Tell-a-friend
Friend feeds
Self-appointed leaders
Tie in to collateral
Bloggers and conversation contributors
Knowledge resource
Recognized by credentials
Experts create and respond to conversations
Regional or national experts
Community creates the content
Community partners
Social Platform
Management
Social Media
Acquisition
Social Brand/
Clout
Strategy Influence Leadership
What’s Your Content Strategy?
• What is our objective?
• Why do we want to interact with prospects, actives and alumni?
Social Media Plan
• Do we know what our audiences want?
• Why will they engage with us?
Target Audience Analysis
• Do we have content ready to use or do we have to create it?
• Does it have real value to our audiences?Content Plan
• How are we going to speak?Tone & Message
• What channels work best with our audiences’ preferences? Where do they play?
• What channels are needed for promotion?Channels
• When do we need to post/publish?
• How often?
• When do we need to refresh or update?Calendar
SOCIAL MEDIA IN ACTION: EXAMPLES
Ikea: Facebook Showroom
This Facebook marketing campaign involved the store manager of the Malmo
Ikea store posting pictures of the new showrooms where people who tagged the
items first, won that product. The result was a viral word of mouth campaign that
quickly spread to people’s Facebook friends and created huge product
awareness.
From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010
Home Depot: Facebook is Business
A Social Secret
Set up LinkedIn properly
Make it useful
Make it fun
Create social media value
1. Increase awareness of your events and affiliations
2. Increase traffic to your website
3. Create greater favorable perceptions of your brands
4. Monitor conversations about important topics
5. Develop targeted marketing activities and games
6. Build better a understanding of audiences’ perceptions of your brand
7. Improve insights about your target audiences
8. Identify positive and negative comments
9. Increase opportunities to promote new programs or services
10. Measure the frequency of the discussion about your brand
11. Recognize early warning of potential public relations or service issues
DISCUSSION & QUESTIONS
THANK YOUElizabeth L. Scott
President & Principal Consultant
Raven New Media & Marketing
502-931-9000