Social Media Demystified
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Social Media Demystified Gloria Bell Bell Digital Strategies
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Transcript of Social Media Demystified
Social Media Demystified Gloria Bell Bell Digital Strategies
Elements of a Social Media Plan
Objectives -What are you trying to achieve?
Demographics -Who are you trying to reach?
Strategy - What approach are you going to use? Tactics - Specifics on how you will achieve the
objectives?
Measurement - How & What?
Management - How to implement & maintain?
How do you get started?
Determine Your Objectives Create a strategy
Determine the best tactics – Social media
may be one of them
Why Social? Why are you considering
social?
What are you trying to achieve?
VolunteersDonorsOutreach to potential
clients Awareness / supportersEducation Calls to action
Percentage of Internet Users
Facebook 71%Twitter 23%Instagram 26%Pinterest 28%LinkedIn 28%
http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/
176%
Things to consider
What is your current marketing strategy?
How does social media fit in?
What social elements can be added to enhance current efforts? How can it amplify existing messaging?
How can social media help meet objectives?
How will you measure results?
How will you manage your social media?
Before you get started Realistic assessment
Time People Content
Determine your voice
What is acceptable content?
What platforms should you use? Who is your audience?
How will you get their attention? What types of content? Where will you get it? What is your message?
Which one?
Things to consider Where is your
audience? What gets their
attention? What kind of content
can you create on a regular basis? – text, audio, video, photos
What types of calls to action will you need?
What is important to the audience you are trying to reach?
Can you fill a need?
How can you add value?
Visual
YouTube
Flickr
Text
Blog
Multi-media Twitter Facebook Google+
Location
Foursquare
Swarm
Review
Yelp
Audio Podcasting
Pros & Cons Pros Cons
Facebook Large user base Poor organic reach
Twitter Cross between broadcast medium and communication platform
Requires time to build a following
YouTube Audience skews younger
Time & effort to collect or produce videos
Instagram Fastest growing visual platform
Requires regular posting to gain traction
Pinterest “Addictive” visual inspiration
Time & effort to pin
Google+ Google product integration
Adoption has been slow
Keys Compelling stories told as
visually as possible
All efforts should direct back to a location you own – donation site, sign-up site or your website
Most, not all, of your content should include relevant calls to action
Always Be collecting content
Be relevant to your audience
Be posting – Consistency
Be listening / monitoring / measuring
Be asking Build your audience with lots of little asks
before making big ones
Be cross-posting
Be promoting your social media efforts off-line
Content sources Articles, etc… you are already
reading
Your own archives Your staff, volunteers, supporters & clients Your community or partners Events
Industry news
Measurement What are you measuring?
Why are you measuring it?
What objective does it directly relate to?
What will be your
measurement process?
Where will you obtain the data?
What defines success?
Things to track / measure Activities – what did you do & when?
Social data – follower counts, impressions, etc...
Web data – analytics, visitor counts, click-thrus
Transactions – donations, volunteers
Other metrics relevant to your efforts
Monitoring / Listening Have a clear list of what you are
listening for Brand mentions Staff / executive mentions Industry news / mentions Competitor mentions / news Relevant topic/subject matter
keywords Potential sources of content
Schedules
What is your action plan based on what you hear?
Budget Friendly Tools for monitoring, measurement & management
Hootsuite
Mention
Buffer
Sprout Social
Google Analytics
Twitter / Facebook / YouTube / Pinterest analytics
Management Who is going to manage your social media?
Search for existing communities on the platform(s) you choose
Consistency & timing
Content 80/20 rule – 80% not about you / 20%
promotion or 80% images / 20% text Encourage internal involvement
Best Practices
How to build a following “Good” content
Quality over quantity
Seek out people you can help
Engage
Chats
Targeted campaigns
Ask / Encourage sharing
Be Human / Have a personality
Build relationships
Be search engine friendly
Always be encouraging engagement/conversation
Use calls to action but go overboard
Let the data drive your efforts – Be ready to shift
Always make sharing easy
Content in Context
Don’t blog about your products or service, blog about how your product or service fits into your customers’ lives.
– Mack Collier
Gloria Bell Bell Digital Strategies
http://gloriakbell.com/
@gloriabell
