Why are we here? - CLEAR folder (2)/AEC16... · The Social Media Journey: Navigating the First Year...
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The Social Media Journey: Navigating the First Year of a Social Media Strategy Portland, Oregon September 16, 2016 Council on Licensure, Enforcement and Regulation 2016 Annual Educational Conference 1 The Social Media Journey: Navigating the first year of a social media strategy Why are we here? Where we came from…
Transcript of Why are we here? - CLEAR folder (2)/AEC16... · The Social Media Journey: Navigating the First Year...
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 1
The Social MediaJourney:
Navigating the first year of asocial media strategy
Why are wehere?
Where we came from…
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 2
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2010 2011 2012 2013 2014 2015 2016
The # of our social media fans/followers:
Facebook Twitter
Agenda
• Consumer Protection BC
• Phase 1: The social media strategy
• Phase 2: Who are you?
• Phase 3: Doing it well
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 3
Who We Are
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 4
8,777 consumer calls & emails answered.
8,527 licenses issued or renewed.
327 inspections conducted.
328 investigations closed.
1.1 million+ views of our website.
33,200 Facebook “likes”.
5,306 Twitter followers.
136,000 views of our blog posts.
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 5
Got it … I think!
Please stand up …
The pitch
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 6
65% of American adults use
social networking sites. *
While young adults (18-29) aremost likely to use social media,
35% of Americans over 65 now use
social media. *
* Source: Pew Research Centre, social media usage: 2005-2015 (link)** Source: Social Media Examiner’s “2016 Social Media Marketing Industry Report” (link)
The top benefits of social mediamarketing are increasing exposure &increasing traffic. Most marketers areusing social media to develop loyal
fans (68%) and gain marketplace
intelligence (66%). **
90% of marketers said that
social media is important totheir businesses. **
“Think about the return on
relationship (ROR), rather than
the return on investment (ROI).”
- Ted RubinSocial media influencer
“Think about the return on
relationship (ROR), rather than
the return on investment (ROI).”
- Ted RubinSocial media influencer
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 7
Phase 1:The strategy
Key Strategy Questions
What is our current environment?
• Situational analysis
• SWOT
• Competitive analysis
• Industry analysis
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 8
Key Strategy Questions
What are our goals?
• Alignment with corporate goals
• What do we want to achieve?
Our Platforms Decision
Year 1: Build itYear 2: Grow itYear 3: Use it
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 9
Key Strategy Questions
Evaluation: What is success?
• What to measure
• How to measure
Internal Communications
Your Toolkit:
• Talking points to convinceyour organization
• Metrics samples
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 10
Phase 2:Who are
you?
Finding your voice online
Rules of engagement
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 11
External policies
Internal resources
• Where does the function fit?
• Do staff have time?
• What’s appropriate?
• What training is needed?
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
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Your Toolkit:
• External policy statements
• Internal guidelines
• Responsibilities flowchart
Phase 3:Doing it
well
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 13
Facebook: August 2016
Our brand on social media
The Balance
1. Be true to who we are as a regulator
2. Content diversity
3. Be human
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 14
Corporatecontent:
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
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Support forcampaigns:
Our otherconsumer
information:
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
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From otherreliablesources:
Give themwhat they
want:
Be human:
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 17
Fun stuff!
“Content is king, but
engagement is queen and
she rules the house.”
- Mari SmithFacebook marketing expert
“Content is king, but
engagement is queen and
she rules the house.”
- Mari SmithFacebook marketing expert
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 18
Engaging with your Audience
• Be there
• Be responsive
• Provide value
• Be human
Trends
Contests
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
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The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
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Advertising
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
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Surveys
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
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The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
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Handling Feedback
• Remember your brand voice
• Be empathetic and sincere
• Don’t get defensive
• Don’t be afraid to apologize
Deleting Posts & Banning People
• Remember your brand voice
• Use your posting policy
• Give people a chance
• Be upfront & transparent
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 24
Your Toolkit:
• Handling negativity
1. Have a solid strategy in place
2. Post valuable & interesting content
3. Engage, engage and engage
4. Evaluate how you are doing
5. …..Be real and have fun!!!
The Social Media Journey: Navigating the FirstYear of a Social Media Strategy
Portland, OregonSeptember 16, 2016
Council on Licensure, Enforcementand Regulation 2016 Annual Educational Conference 25
Speaker Contact Information:
Tatiana Chabeaux-SmithMarketing & Corporate Communications
Consumer Protection BC
Email:
