17. Hello!
Jason Falls
Rachael Powell
VP, Digital Strategy
CafePress.com
@jasonfalls
Director of Social Media
Elasticity
@rachaelcpowell
»
Keynote speaker and CEO
»
Founder of Social Media Explorer
»
Nationally recognized blogger
»
Author of No Bullshit Social Media
»
Industry speaker
#HILLSM14
17
31. Social Listening Tools
KEY METRICS
Mentions by topic
Sentiment of mentions
»
Share of voice
»
Media type analysis
»
» Spot emerging trends
Volume of mentions
»
» React to reputational threats
»
»
» Discover and respond to mentions
Influencer discovery
» Benchmark your reputation
» Benchmark against “competitors”
#HILLSM14
31
33. Five Components of Governance
POLICIES
PROCESS
PLAYBOOK
TECHNOLOGIES
TRAINING
Delineate what
to do and what
not to do with
social media
in both
professional
and personal
contexts.
Define the
paths to follow,
roles &
responsibilities
of each person
including
workflows
and crisis
preparedness.
Create overviews
of the “how” to
implement and
execute social
initiatives,
usually detailed
by business
objective and
social channel.
Rationalize social
technology
platforms, such as
listening and
monitoring,
measurement,
content
publishing and
assign access and
ownership.
Address the
gaps between
understanding,
actual
capabilities and
required skills to
achieve
business goals.
#HILLSM14
33
34. Five Components of Governance
POLICIES
PROCESS
PLAYBOOK
TECHNOLOGIES
TRAINING
Delineate what
to do and what
not to do with
social media
in both
professional
and personal
contexts.
Define the
paths to follow,
roles &
responsibilities
of each person
including
workflows
and crisis
preparedness.
Create overviews
of the “how” to
implement and
execute social
initiatives,
usually detailed
by business
objective and
social channel.
Rationalize social
technology
platforms, such as
listening and
monitoring,
measurement,
content
publishing and
assign access and
ownership.
Address the
gaps between
understanding,
actual
capabilities and
required skills to
achieve
business goals.
ONE MORE:
Common Sense
#HILLSM14
34
38. “In 2009, more data was
generated by individuals
than in the entire history of
mankind through 2008…”
Andreas Weigend
Former Chief Scientist, Amazon.com
#HILLSM14
38
42. Putting It Into Practice
•
•
•
•
•
Listen, Learn, Then Listen Some More
Establish Social Media Governance
Engage More, Broadcast Less
Measure, Rinse, Repeat
Let Go
#HILLSM14
42
44. Panel Discussion
Aaron Perlut
Chris Good
Partner, Elasticity
Contributor, Forbes
@AaronPerlut
Political Reporter
ABC News
@c_good
Chris Moody
Warren Rojas
Political Reporter
Yahoo! News
@Chris_Moody
Columnist
Heard on the Hill, Roll Call
@WARojas
#HILLSM14
44
This is required. If you can't do this, don't do social. Your audience will call you out on it.
Chris Coon and others have tapped into this. Be real and accessible to show how hard you're working for the people. Integrate staff, too!
The more reactive you are, the more people will come to depend on you for reaction, sound bites, reliable perspective. Don't let that feed sit dormant.
Social enables you do to what you were elected to do … find out what constituents think, feel, want and serve them. Ask questions, put issues in front of them for discussion.
Brands (perhaps even congresspeople) are being algorithmically challenged to feed FB, Pinterest, etc., ad revenues. Pay to support your important posts.
The fewer text only updates you can make the better. Images draw people in. Non-image posts get lost.
Snapchat, Vine, Instavid … these networks are becoming more and more impactful from a pass-along and word-of-mouth perspective. Snapchat would be interesting. The video goes away. Have to be a follower to get the real scoop.
Stop trying to follow trends and just service your main channels well. People will come where you play if you set that expectation.
The first thing I tell anyone considering leveraging social media is always listen first. Think of it a bit like polling. Look at who’s talking, what are they saying (exact words), how are they saying it and where? But once you’ve completed a social landscape audit and know what’s going on, your listening doesn’t stop there. Just like you would advise your senator to stop by their local coffee shops to ‘listen’ whenever they are in town, listening is an ongoing need. Either learn to understand monitoring tools or hire someone who can.
Least restrictiveGuidelinesRead before sending (count to 10)
Social media is not a space where you should get up on your platform and blast your message out. Treat it as a place to connect with folks on a one-to-one basis. Think of it as more like a telephone vs. a megaphone. You would never phone up your friends and just start talking as loud as you can AT the other person. Don’t do this on Twitter or any other social media platform.Also, save the bragging for your press release. You would never walk into a cocktail party and just start talking about how great you are. Social media is all about the soft sell.
That was before snapchat...Good and bad news
What is important to you? Your leadership?How often do you want to know it?Then look at tools