Building Blocks for a Successful Social Strategy
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Angela Connor, Senior Vice President at Capstrat, gave a presentation on building a successful social strategy. She discussed aligning social goals with business goals, integrating social across departments, finding the target audience, providing value through engagement, and measuring results. Connor emphasized focusing on members, listening to feedback, repurposing content, and unifying internal social efforts. She provided examples from Twitter and outlined Capstrat's analytics framework for social media measurement.
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Building Blocks for a Successful Social Strategy
- 1. Building Blocks of a Successful Social Strategy Angela Connor; Senior Vice President, Group Director November 1, 2012 Angela Connor Twitter: @communitygirl Hashtag: #capstratsocial
- 2. WHAT TO EXPECT • I pledge to be: • Candid • Insightful • Passionate • Helpful Angela Connor: aconnor@capstrat.com • Funny • Enlightening Angela Connor Twitter: @communitygirl #capstratsocial
- 3. Agenda AGENDA TOPIC TIME What we know 5 minutes Aligning social goals with overall business goals 10 minutes Internal integration 10 minutes Finding your target audience 10 minutes Guiding principles for engaging communities 5 minutes Questions 15 minutes Angela Connor Twitter: @communitygirl #capstratsocial
- 4. Social Media is not a fad. It’s a fundamental shift in the way we communicate. Angela Connor Twitter: @communitygirl #capstratsocial
- 5. What We Know • Social is augmenting every communications touch point in every company. • You must prove ROI. It is a big deal and the pressure is growing. • Internal integration doesn‟t come easy. There are many moving parts. Efforts can be disjointed. • Your company or brand may have accounts across every social platform known to man, with no idea why. Angela Connor Twitter: @communitygirl #capstratsocial
- 6. What We Know • You have limited resources for ongoing content creation. • There‟s possibly a struggle to strike a balance between “pushing messages” and providing value. • You may have gone down the wrong path, and need to regroup. • Interns do use social media for personal use, but that does not translate to business. Angela Connor Twitter: @communitygirl #capstratsocial
- 7. A few words about Strategy Angela Connor Twitter: @communitygirl #capstratsocial
- 8. • “Strategy is actually very straightforward. You pick a general direction and implement like hell!” • -Jack Welch • • Angela Connor Twitter: @communitygirl #capstratsocial
- 9. There is only ONE Direction Angela Connor Twitter: @communitygirl #capstratsocial
- 10. Align goals with your business Integrate internally Find your target audience Provide value and engage Measure what matters
- 11. What are your goals? • Thought leadership • Increase media coverage • Generate leads • Fan engagement and • growth • Raise awareness • Educate on an unknown • Drive traffic to website/blog topic • Promote events • Change behaviors or move people to action • Increase sales • Connect with a particular population • Engage with customers Angela Connor Twitter: @communitygirl #capstratsocial
- 12. Angela Connor Twitter: @communitygirl #capstratsocial
- 13. Align goals with your Business Integrate internally Find your target audience Provide value and engage Measure what matters
- 14. From Centralized to Decentralized: Corporate Communications Marketing and “Expect that social media will be Sales integrated into every part of business – a cross-pollination of individuals, strategies, engagement topics and conversations that address the diverse Customer Service needs of a diverse stakeholder base.” -Forbes HR and Recruiting Angela Connor Twitter: @communitygirl #capstratsocial 14
- 15. Don’t fight over who “owns” social • Angela Connor Twitter: @communitygirl #capstratsocial
- 16. Align goals with your Business Integrate internally Find your target audience Provide value and engage Measure what matters
- 17. Twitter Example • If Radiologists are your target audience… Find them, and follow them. Angela Connor Twitter: @communitygirl #capstratsocial
- 18. Twitter Angela Connor Twitter: @communitygirl #capstratsocial
- 19. Twitter Example Angela Connor Twitter: @communitygirl #capstratsocial
- 20. Identify Hashtags and Relevant Tweetchats (Human Resources) • #HR • #leadfromwithin • #Tchat • #TNLive • #leadership • #in • #FF • #healthcare • #HFchat • #HRTechChat • #dthr • #HRtech • #Diversity • #management • #SHRM • #recruiting • #jobs • #USGuys • #CES • #career • #job • #NextChat • #business Angela Connor Twitter: @communitygirl #capstratsocial
- 21. Facebook Example Angela Connor Twitter: @communitygirl #capstratsocial
- 22. Align goals with your business Integrate internally Find your target audience Provide value and engage Measure what matters
- 23. Guiding Principles • Focus on the members. It is a must that you have content that draws people in and keeps them coming back. User-experience is a key component. • Angela Connor Twitter: @communitygirl #capstratsocial
- 24. Guiding Principles • Focus on the members. It is a must that you have content that draws people in and keeps them coming back. User-experience is a key component. • Provide value. Give participants information they can‟t find elsewhere. Educate them. Help solve their problems. Provide insight on topics they care about. • Angela Connor Twitter: @communitygirl #capstratsocial
- 25. Guiding Principles • Focus on the members. It is a must that you have content that draws people in and keeps them coming back. User-experience is a key component. • Provide value. Give participants information they can‟t find elsewhere. Educate them. Help solve their problems. Provide insight on topics they care about. • Listen and respond. Be present. Find out what they like and don‟t like and do something about it. Be open. Ask for opinions and feedback. Respect your members. • Angela Connor Twitter: @communitygirl #capstratsocial
- 26. Guiding Principles • Focus on the members. It is a must that you have content that draws people in and keeps them coming back. User-experience is a key component. • Provide value. Give participants information they can‟t find elsewhere. Educate them. Help solve their problems. Provide insight on topics they care about. • Listen and respond. Be present. Find out what they like and don‟t like and do something about it. Be open. Ask for opinions and feedback. Respect your members. • Repurpose and remix. Existing content can be used and reused. It will always be new to someone. Showcase user-generated content. The well is never dry when you find ways to breathe new life into archives and take a different approach. • Angela Connor Twitter: @communitygirl #capstratsocial
- 27. Guiding Principles • Focus on the members. It is a must that you have content that draws people in and keeps them coming back. User-experience is a key component. • Provide value. Give participants information they can‟t find elsewhere. Educate them. Help solve their problems. Provide insight on topics they care about. • Listen and respond. Be present. Find out what they like and don‟t like and do something about it. Be open. Ask for opinions and feedback. Respect your members. • Repurpose and remix. Existing content can be used and reused. It will always be new to someone. Showcase user-generated content. The well is never dry when you find ways to breathe new life into archives and take a different approach. • Make it easy for everyone. Membership is the goal but lurkers matter. It could take months for a participant to actually join a community. Provide some content that doesn‟t require membership and encourages conversion. • Angela Connor Twitter: @communitygirl #capstratsocial
- 28. • Existing content can be used and reused. • Recycle, Repurpose, Remix • Angela Connor Twitter: @communitygirl #capstratsocial
- 29. Purposefully Repurpose Content • Shorten blog posts for newsletters • Create tweets based on press releases • Turn internal training documents into blog posts for the intranet • Reuse infographic content • Rewrite or refresh older content or write a “Best-of list” • Turn an interview into a pithy „Q and A‟ • Extract content from blog posts for Facebook and Twitter. • Use sales collateral and web copy • Transcribe podcasts and videos – Use content elsewhere • • Angela Connor Twitter: @communitygirl #capstratsocial
- 30. Live-tweeting - From Mars!!! Angela Connor Twitter: @communitygirl #capstratsocial
- 31. Align goals with your business Integrate internally Find your target audience Provide value and engagement Measure what matters
- 32. There are at least 100 ways to measure social media Source: http://www.wordle.net/show/wrdl/1627716/100_ways_to_measure_social_media Read the full list bit.ly/100ways Angela Connor Twitter: @communitygirl #capstratsocial
- 33. 97% may not apply to you! Read the full list bit.ly/100ways Angela Connor Twitter: @communitygirl #capstratsocial
- 34. Capstrat’s Analytics Framework Angela Connor Twitter: @communitygirl #capstratsocial
- 35. Capstrat’s Analytics Framework Angela Connor Twitter: @communitygirl #capstratsocial
- 36. Capstrat’s Analytics Framework - Sample Angela Connor Twitter: @communitygirl #capstratsocial
- 37. Social Marketing Can Have Branding Equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views Consideration Engagement Polls Community members Competition entries Time Spent Favorability Shares/ Forwards “Like”/ “Favorite” Positive blog coverage, comments Content creation Conversion New membership Membership renewal Competition entry Loyalty Referral Angela Connor Twitter: @communitygirl #capstratsocial
- 38. Parting Thoughts • You can build it. They probably won‟t come. • Engagement is hard ongoing work. • There‟s a never-ending need for good quality content. • An editorial calendar is the ultimate planning tool. • Likes, fans and followers are no longer true success metrics. • We must understand consumer behavior. • Communities don‟t grow overnight. • Social efforts must be unified internally. Angela Connor Twitter: @communitygirl #capstratsocial
- 39. Resources • Followerwonk – Twitter Analytics Slide 17 • Advertise on Facebook Slide 21 • Bobak F. -Tweeting NASA Flight Director Slide 30 • 100 Ways to Measure Social Media Slide 32 Angela Connor Twitter: @communitygirl #capstratsocial
- 40. Resources Questions? Angela Connor Twitter: @communitygirl #capstratsocial
- 41. Thank You! Building Blocks of a Successful Social Strategy Send feedback to: aconnor@capstrat.com Angela Connor Twitter: @communitygirl #capstratsocial
Notas do Editor
- Introduce myself I know that you are all giving up an hour of your day so my goal is to make it worth your while. I know that experience levels vary but I do hope to provide something for everyone. First, I’d like to tell you what you can expect from me. All I ask in return is an open mind, a few tweets here and there if something resonates and discussion and debate at the end. If you are unfamiliar with the pink woman at the bottom, that is Little Miss Wonderful. She is part of a series of books that my 7-year-old daughter loves, and I will aspire to be like her today.
- Here is the agenda. I will do my best to stick to it and move things along so that we have time for questions. There’s roughly 40 minutes baked in for the presentation and 15 for Q and A.
- These issues may or may not apply to you…ROI is the topic of the quarter, if not the year and it will continue to be an issue. When you’re asked about it, you need to have an answer. And the only way to do that is to measure what matters. And what matters are the goals. Internal integrationAn audit of a big brand found that they had more than 300 social media accounts across numerous departments. They were all owned and created by employees who just decided it was the right thing to do. Not sure about this Don’t fight over who “owns” it. Work together. Goal and purpose for EACH platform If you don’t know WHY you’re on _______, figure it out and act accordingly.Take content marketing seriously. Create an editorial calendar. Social is augmenting every single communications touchpoint in every company.
- These issues may or may not apply to you…ROI is the topic of the quarter, if not the year and it will continue to be an issue. When you’re asked about it, you need to have an answer. And the only way to do that is to measure what matters. And what matters are the goals. Internal integrationAn audit of a big brand found that they had more than 300 social media accounts across numerous departments. They were all owned and created by employees who just decided it was the right thing to do. Not sure about this Don’t fight over who “owns” it. Work together. Goal and purpose for EACH platform If you don’t know WHY you’re on _______, figure it out and act accordingly.Take content marketing seriously. Create an editorial calendar. Social is augmenting every single communications touchpoint in every company.
- There’s no secret sauce.
- I am telling you today, that if that direction isn’t one that aligns with your company goals, you are going the wrong way. On the path to nowhwere. Will soon be up a creek without a paddle.
- There is only one direction- and that has to do with your goals. If it is not aligned, it doesn’t make sense. There will be no story to tell.
- Goal of a health department in the State of Utah: What we do: Ensure Salt Lake County is healthy through:- promotion of healthy lifestyles and the prevention of chronic diseases such as obesity,Once your goal is established, you essentially have a litmus test. This helps you make decisions. Does Pitnerest allow us to do that? Can we think if a way to do it with Pinterest? If not, fine.
- If you already know what your goals are, jot them down. If not, take a first stab and revisit later.
- There are multiple touchpoints for a coat to be in the closer. Also, multiple entry notes for socia into an integrate feelin l Now, all multi-laveralpHve you trei
- Stop fighting over who owns social. The truth of the matter is – Social touches every communications touchpoint of the organization. Work together to identify thought leaders and common objectives. Create best practices for the rest of the organizationIf monitoirng, share your findings. Don’t hold it all in one area of the companyDoing social – you ned to understand web traffic.
- Walk through an example of finding your audience on twitter.
- Reviewing one twitter account led me to a few interesting lists. Here is one on diagnotic Imaging, so I forage through and follow as I see fit, or subscribe to the list.
- Let’s say you want to find people interested in Human Resources. This is a list of popular hashtags used by HR pros. #CES for a technology and electronics show held every year in January while #USGuys is a marketing community on Twitter. Many of us mix between the two worlds as HR and recruiting have many similarities to marketing and PR.
- Let’s say I want to find out where they are on Facebook. Well, I can walk through the ad creation process.
- When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Case studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
- When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Case studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
- When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Case studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
- When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Case studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
- When it comes to growing online communities, there are five guiding principles to keep in mind. These are critical for early and continued success and should be top of mind to help keep members engaged. When we started to think about your challenges – critical to your success Move on with an intro to contentCase studies TWTCPA LTC Land for Tomorrow Deloitte AERS Echoview Farm
- Now I want to move on to content and what I call the three R’s. Repurpose, Recycle and Remix. .
- Existing content can be used and reused. It will always be new to someone. Showcase user-generated content. The well is never dry when you find ways to breathe new life into archives and take a different approach. Talk about socializing content
- If this guy can live tweet the journey to Mars. Surely you can live tweet from an event or XXXXXX…We often say “You never know where Twitter will take you,” but here’s one that (almost) defies imagination. Last night, we saw that NASA’s Jet Propulsion Laboratory (@NASAJPL) was live-tweeting the journey to Mars. As Curiosity, the car-sized rover, made its descent onto the Red Planet, the #JPL team shared Twitter updates directly from the command center. And that stream reveals a truly remarkable and historic sequence of events:Just turned off the uplink signal - the spacecraft will operate autonomously through landing. Take care Curiosity. Godspeed. #msl#jpl#nasa— Bobak F. (@tweetsoutloud) August 6, 2012Right now #CUriosity has transitioned to #EDLmode.This means her fault protection has been battle shorted, and she is going in.— Adam Steltzner (@steltzner) August 6, 2012Curiosity is about to vent the cruise stage part of its cooling system in prep for separation #MSL— Ray Baker (@RaySBaker) August 6, 2012No comment needed. Entry minus 3 minutes. #MSL#EDLtwitter.com/LeeCuriosity/s…— Steven Lee (@LeeCuriosity) August 6, 2012And then, after the "seven minutes of terror", in the words (and through the eyes) of the Curiosity rover itself:It once was one small step... now it's six big wheels. Here's a look at one of them on the soil of Mars #MSLtwitter.com/MarsCuriosity/…— Curiosity Rover (@MarsCuriosity) August 6, 2012This monumental scientific achievement quickly inspired an Twitter outpouring of awe, pride, and even a dash of levity:At the historic landing of @marscuriosity at @nasajpl last night. What an accomplishment! #MSLtwitter.com/RepKarenBass/s…
- Lindsay – Can we tailor this so that it is AICPA specific just to give them an idea?
- You have to read the Pew reports. Know what a digital nomad is.