#SocialSuperHero Be a Social Media Super Hero Presentation for Portland Female Executives

Be a Social Media Super Hero

#SocialSuperHeroPresented by Lisa Peyton

10 years experience in digital

PEYTON MEDIA MANAGEMENT Social Media Planning Guide

•Teacher•Writer and Blogger•Social Media Strategist •Executive Social Media Coach•Student

What I know about you…

• Want to learn more about social media• BUSY professional women• Do I even have time for social media?• What’s the value?• What will I ‘say’ on social media?• I don’t know enough to get started.• Overwhelmed by all the options! • I don’t have a strategy or plan for social

media.• Other challenges?


Go from this…


To this…


What I hope to leave you with:

• PROVE the value of social media• New approach to online identity• Social media opportunities and

benefits• Outline for social media strategy and

plan• Tools of the trade• Ongoing support and additional

resources


Leave feeling:

• Confident• Inspired• Hopeful• Heroic• Supported!


Why online?

• People ARE looking for you online• 97% of consumers use online

media* BEFORE buying products and services

• ‘Word of Mouth’ businesses STILL need to build online presence

• Employers, prospects, clients, colleagues, friends, blind dates, neighbors ARE ‘Googling’ YOU


*http://www.biakelsey.com/company/press-releases/100310-nearly-all-consumers-now-use-online-media-to-shop-locally.asp

Find this?


?

Might as well do this…


Your ONLINE identity IS REAL

• Can’t ignore ‘virtual’ any longer• Everyone is connected and looking

online• Many first impressions are digital• Multiple roles, multiple identities –

our REAL lives are just one window among many

• Digital worlds and ‘real’ worlds colliding


Only years away from this:


5 Benefits Unique to Social Media


1) You can control your digital self – Who do you want to be? What do you want your brand to be?


2) The power of weak ties and increased social capital.


*http://www.psychologytoday.com/blog/positively-media/200903/why-linkedin-works

Research shows people are more likely to get jobs from friends of friends, rather than immediate friends.

Research shows that the more time people spend online the more in-person contact they have, thus positively enhancing social capital.

social capital is the expected collective or economic benefits derived from the preferential treatment and cooperation between individuals and groups.

3) No more gatekeepers – you are your own publisher.


Low CostHigh Reach

3) Crowdfunding - No money, no problem!


4) Access to influencers, thought-leaders and firestarters.


5) Level Playing Field – People more powerful than corporations on social networks.


Social Strategy – THE PLAN


1) RESEARCH2) PLANNING3) LISTENING & ENGAGEMENT4) COMMITMENT & ACCOUNTABILITY

Part 1: Research


Why do you need a strategy anyway?

• What are you trying to accomplish?• Who are you trying to reach?• Which social media platforms will be most effective? • How will you define success?


S. N. A. P. – Social Need Action Plan


YOU – Self Discovery


•WHO are you?•What are your PIT’s? (Passions, Interests and talents?)•What are your professional goals?•What do you have to offer?•What is your current digital footprint?•What is your signature story?

Workshop: Google Yourself


1) Go to the Google AdWords Preview Tool: https://adwords.google.com/d/AdPreview/

2) Google Variations of your name and/or your company name.

3) Are you on the first page? 4) Are all results positive?5) Record your results on the Planning

Guide Spreadsheet ‘Research’ tab.

SMART Goals and Objectives

• What do you want to accomplish?• Is it measurable?• Is it time-sensitive?• Does it help you meet your overall career and business objectives?• Can have more than one social media objective


My 2014 Objectives


Social Media Objective 1: Grow, engage and learn from my professional network by posting provocative and valuable information online.

Measureable Outcome:25% increase in overall followers, fans and connections and 25% increase in engagement by Dec 31, 2014.

Social Media Objective 2: Build stronger relationships with my personal network by reading their updates and sharing my own.

Measureable Outcome:100% increase in my engagement rate with my friends updates by Dec 31, 2014.

Part 2: Planning - Building Your Roadmap


Defining Your Audience Segments

• Review your research, goals and objectives.• WHO are you speaking to? • Determine specific categories of similar audience

members• They can include: colleagues, potential clients,

potential employers, friends, family, book club members or any group that you are directly associated with.

• Within each of the segments listed above there may be additional sub-segments


My target segments


Professional Peers•Strategists•Bloggers•Community Managers

My Students• Current students•Alumni•Program administration

Local Friends• Friends•Family•Portland-based

Out-of-towners•Friends•Family• NOT in Portland

Social Media Channels

• Definition via Wikipedia: Platforms on which people create, share, and/or exchange information and ideas.

• Hundreds of popular social media platforms

• Which ones interest you? (P.I.T.’s)• Which ones house your target audience?• Which ones will help you meet your

objectives?


Channel Selection

• WHO – Is your target audience using the platform?

• WHAT – Align the type of media on each platform with your own interests.

• WHY – Does engaging on this channel MEET your overall objective?


Part 3: Listening and Engagement Strategy


You’ve GOT to Listen• Social media is all about conversation. • Dinner party metaphor – NOBODY wants to sit

next to the guy who can’t stop talking about himself.

• Listening, commenting and sharing other peoples content needs to be part of your strategy.

• Develop a listening strategy for each channel you engage on.


Listening Strategy• Schedule time to ‘listen’ on each channel you’ve

selected.• Be sure you’re updated EVERY time someone

engages with you or your content on social media. • Respond to those that comment, like or share

your content. • Consistently scan social media channels for

updates from your network that interest you. Comment, like and share. BE AUTHENTIC!


HOW to Listen• Google Alerts – Google will email you whenever

someone uses your name, your company name or mentions a topic of interest to you.

• Email Updates – Review social platform settings to ensure you get an email when someone engages with your content or mentions you on Twitter.

• Phone Apps – Use social platform mobile apps to ‘listen’ to your channels when you’re on the go.

• Social Dashboard – Create a social media listening dashboard using a 3rd party tool like Hootsuite.


Engagement Strategy• Once you’re comfortable ‘listening’ it’s time to ENGAGE. • Plan posts based upon your audience’s NEEDS – S.N.A.P. • Discussion questions and rich media make the most

engaging posts. • Determine the frequency of your updates on each of

your selected social media channels.• Be realistic in terms of your time commitment.• Customize - Test different frequency schedules to

determine which resonates with your audience. There is NO standard formula that works for everyone.


S. N. A. P. – Social Need Action Plan


Part 4: Commitment and Accountability


But is it working?

• After research, planning and posting – it’s time to determine if you’re connecting.

• Social media provides real-time feedback from your target audience.

• Tracking key performance indicators or KPI’s over time is the BEST way to determine effectiveness

• KPI’s should be based upon your objectives and limited to only actionable metrics.

• Track at LEAST monthly


Choosing Your Metrics

• Should be fairly painless if you have clearly defined objectives.

• Engagement Metrics: Comments, ‘likes, +1’s, reshares, RT’s, video views, downloads

• Growth or Reach Metrics: # of fans, followers, likers, etc.

• Unless you want to spend HOURS tracking, make this a short list


My 2014 Objectives and KPI’s


Social Media Objective 1: Grow, engage and learn from my professional network by posting provocative and valuable information online.

Metrics:•Overall # of followers, fans, ‘likers’, etc. •Engagement rate on each platform (# of rt’s, comments, likes, shares)•Klout Score

Social Media Objective 2: Build stronger relationships with my personal network by reading their updates and sharing my own.

Metrics:• # of times I comment, like, share, etc.)• # of times they comment, like, share, etc.)

My Metrics – Tracked Monthly

• # of LinkedIn Connections• # of Instagram Followers• #of Twitter Followers• #of Google+ Circlers• Klout Score• # of RT’s, replies, mentions on Twitter over the last month

(Tweetreach or Hootsuite)• # of comments, shares, likes from my personal connections on

Facebook over the last month (Facebook insights)


TOOLS of the Trade: ‘A workman is only as good as her tools’


Tools Covered:

• Hashtags• Twitter.com• Hootsuite.com• Vizify.com• Flipboard.com• Followerwonk.com• Tweetreach.com• Newsle.com• RebelMouse.com• Klout.com


What these tools can do for you

• Save you time• Help to measure your success• Save you money• Streamline your social media

updates• Provide valuable insight• Provide compelling content to

share with your networkPEYTON MEDIA MANAGEMENT Social Media Planning Guide

#Hashtags

• Not just on Twitter anymore – Google+, Facebook, Instagram and other platforms employ them.

• Hashtag – A word or phrase preceded by the # symbol that helps people find and join conversations about a particular topic.

• Research and follow hashtags relevant to your objectives – #socialmedia #coaching #PDXDMS #pdxBCB #digitalstrategy #marketing


Twitter

• GREAT content source• Regularly follow relevant and active hashtags• Create lists of influencers and thought-leaders

in your industry• Add lists and hashtags to your listening

dashboard• RT with relevant hashtag can provide value


My Twitter Lists:


Media Psychology Scholars, psychologists, bloggers and journalists talking about media psychology.

Newsies:Social media and tech editors and journalists. Potential writers who may be interested in publishing my articles.

DC Family: Family and friends from my hometown.

Transmedia Storytellers:Professionals working to create transmedia experiences.

Hootsuite

• My FAVORITE low-cost social media dashboard tool• Manage and connect with over 35 networks including

Facebook, Instagram, Twitter, Google+, YouTube and LinkedIn

• Pro plans starting at $8.00 per month• FREE option• GREAT mobile phone app – manage social media away

from your desktop• Hootsuite University – AMAZING tutorials about how

to configure and use the tool



My Hooty Dashboard:


My Hooty Mobile Dashboard:

• Standard Vizify accounts create a DYNAMIC online social media bio

• Can be added to website, email signature, anywhere

• Vizify Premium comes with a custom domain, yourname.com, and hosts your Vizify bio.

• Plans start at $7.00 per month


• AMAZING mobile app that allows you to FIND and share compelling content – iOS, Android, Windows, Blackberry, Kindle Fire and NOOK

• Can update multiple accounts – Twitter, Facebook, Google+, LinkedIn, tumblr, Flickr, Instagram


Flipboard iPhone share feature

• Followerwonk owned by moz.com• Free and paid version• Analyze feature allows you to slice your

Twitter followers into actionable segments• Search for Twitter influencers in your industry• Find the most active hours of your current

followers


• Free report offers up Twitter data for the past week

• Pro reports start at $84 per month• Shows estimated reach, impressions, replies,

retweets, top contributors and most retweeted tweets

• GREAT tool to help determine WHICH content is valuable to your audience


• Tool that sends content from your Facebook friends or LinkedIn connections to your inbox

• Tweet/Share link with author’s Twitter ID from your inbox with one click


Newsle email updating me about LinkedIn contacts’ content

• Social hub content aggregator• Can create standalone website, $10.00 per month – integrates with

MailChimp to provide seamless email/newsletter functionality• Pulls all social media updates into website or blog ready format


Easily customizable webpage content sourced from social media profiles

• Klout provides a ‘score’ to help determine influence

• You can connect all your social channels with Klout to help increase your score

• Klout now helps you ENGAGE by curating content your followers may find valuable


Additional Resources and Ongoing Support – www.lisapeyton.com/store


USE discount code: PDXFX for 50% off my online course!• Four video presentations on Planning Your Strategy• Listen on your smartphone, iPad or at your desktop• Hands-on workshops • PDF Library filled with dozens of hands-on resources and guides• Ongoing LinkedIn Group – Be a Social Media Super Hero – created JUST for my online students

PEYTON MEDIA MANAGEMENT

Contact: [email protected] Website: www.lisapeyton.com

Twitter: @LisaPeytonSlides: http://www.slideshare.net/lisapeyton

mailto:[email protected]

http://www.lisapeyton.com/

#SocialSuperHero Be a Social Media Super Hero Presentation for Portland Female Executives

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