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Successful Foundations of a Social Media Approach
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NASLEF Conference 2011 National Association of State and Local Equity Funds Successful Foundations of a Social Media Approach @shaunholloway Director of Web Marketing and Development September 22, 2011 Columbus, Ohio
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This presentation explains the foundational approaches to approaching social media, while providing an understanding of social media tool hierarchies and what it takes to sustain and measure results. http://www.srholloway.com
Transcript of Successful Foundations of a Social Media Approach
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Successful Foundations of a Social Media Approach
@shaunhollowayDirector of Web Marketing and Development
September 22, 2011Columbus, Ohio
Why? How does this fit?
Approach to Social Media
Overview
Social Media and the Tool Hierarchy
Cost and Forward Momentum
Know the landscape.
There are a lot of definitions… really.
“Social media is an ever-growing and evolving collection of online tools and toys, platforms and applications that enable all of us to interact with and share information. Increasingly, it’s both the connective tissue and neural net of the Web.” ~ Ann Handley
Why?... Why bother?
Definition of Social Media
Grassroots efforts are often needed.
One that agrees with my mantras…
Web Strategy Model
How Does It Fit? Find out.Holloway, 2008
Full Presentation:
http://slidesha.re/webstrategymodel
Be the lawnmower.
Resource
Attract Retain
Serve
EngageSales
Orientation
InformAdvertising Orientation
Design
System Social
InterfaceUsability
NavigationSitemap
IntegrationServer architecture
Database designAdmin tools
New mediaVisibility
ConnectionApplication
Audience Content
Channel
Connect, inform, engage, advocate,exchange, consume, produce
What Does Social Media Do?
Increase “findability” and revenue, indirectly
Enhance the user experience and content delivery – these are only tools
Save time, money, and system stress
The seeds need planted.
Perform miracles, i.e. save a company
What Does Social Media NOT Do?
Function as a stand-alone marketing effort
Live the same forever
Is it time to reseed?
CAUTION: “Social Media Implosion” Ahead!(to avoid = have a strategy and approach to sustain)
Social Media Tool Hierarchy
May need to call in the pros.
Website, Facebook, LinkedIn, Blogs
Twitter, YouTube
RSS Feeds Apps
Flickr, Tumblr
WidgetsTier3
Tier2
Tier1
Find the “Sweet Spot”
Shade or sunlight?
Channel
AudienceContent
SweetSpot
Be selective
Take your time
Approach to Social Media
Keep mowing.
Presented based on level of risk required, continued involvement,
and the need to develop a tool so it can help sustain a more complex tool.
Enter photo-sharing communities
Enter video-sharing communities
Establish blogs and micro-blogs
Sustain social network presence
Utilize audio
Active Participation
Tim
e
Progress Milestones
Holloway, 2008
1) What is the purpose / mission?
Are You Ready? = 5 Questions
Know your fertilizers.
2) Who is going to be the champion?
3) Who is the target audience?
4) How is it going to be sustained?
5) How does it fit with marketing strategy?
Need to have a plan - should the “less than 1% percent” happen
Comment & Response Protocol
Weeds happen. Deal with it.
@webpronews featured my social media response design in their "A Collection of Social Media Flowcharts" article on July 22, 2011, http://slidesha.re/n0rzEA
Part of your social media strategy and communications toolkit
A person’s time, expertise, knowledge
Cost and Forward Momentum
Creatures may come and mess it up.
Find someone who “gets it” – 24/7/365
Variable CostsProduction software, professional services, SaaS/pro accounts
Sustainability = preparation + content pipeline + monitoring
Make It Work.
It may grow on its own, but it should be groomed.
Awareness and TrainingEmployee Code of Conduct, http://bit.ly/pkKGkY
Personal Accounts, http://bit.ly/pM1SAo
Metrics and KPIs
Watch out for the rough.
The Value of a FollowerIs it worth it and how do you know?
What is important?# of followers, impressions, comments…?
Will vary relative to social media tool, but… What metric(s) do they ALL strive to influence?
Social Media is like a lawn…
Keep mowing.
It may grow all on its own, but it should be groomed.
Grassroots efforts are often needed.
The seeds need planted.
Is the grass really greener on the other side?
Weeds happen. Deal with it.
Watch out for the rough.
Some withstand the heat better than others.
How do you know you’re growing it right?
It is time to reseed?
Be the lawnmower.
Creatures come in a mess it up.May need to call in the pros.
Know the landscape.
Know your fertilizers.Shade or sunlight?
