2. Rules, rules, rules…
• Got a question? Ask it. That increases your
chances of it being answered.
• Share your
thoughts, experiences, opinions, etc.
• This session is on the record… You may Tweet.
• Questions: During sessions, please.
@ctrappe
3. Please get out a piece of paper or
your iPhone/iPad
@ctrappe
5. Reasons why we are here..
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Learn effective ways to use social.
Who are we talking to? (Audience!)
Learn/think about what to share.
Trends … forward looking, too!
Impactful posts. Gaining audience.
@ctrappe
6. Agenda
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9:15 - 9:45 History/background
9:45 - 10:30 Networks and Examples
10:30 - 10:45 Break
10:45 - 11:30 What to call it
11:30 - 12 Listening
12 - 1 Lunch
1 - 2 Social media strategy
2 - 2:15 Break
2:15 – 3 Stories
3 – 3:30 Tools set up
3:30 – 4 Wrap, remaining questions and
other help
@ctrappe
47. Your brand voice
• Before you can start, though, decide on your
brand voice…. How do you want to come
across? What’s a natural tone for your
organization?
• Example for United Way in Cedar Rapids…
@ctrappe
48. Brand voice
Serious, but fun. But not silly!
For me:
Conversational, professional, approachable.
Both:
Definitely not markety!
@ctrappe
49. What’s markety?
• Avoid words like this:
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This FANTASTIC event.
Everyone has/will have fun.
Biggest event ever.
The best
The fastest
The slickest
I’m an expert!
From: ChristophsBlog.com
@ctrappe
50. Take a few moments …
• How would you describe your typical customer?
• How would you describe a customer group that
you would like to engage but haven’t been able
to?
• How would you describe the atmosphere in your
business environment? This could be in your
store, over the phone, etc.
• How would you describe how you want your
business to be described by the public?
@ctrappe
51. Now…
How might you sound talking to those
customers and describing your surroundings?
@ctrappe
68. Examples
• We are the community connector!
• We fix the community together!
• We find resources to achieve our goals!
• Sharing knowledge around
technology, communications, social media.
73. Define don’ts!
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Would you say it to somebody’s face?
How will this help your brand?
Could it hurt your brand?
Short and specific don’ts!
But what if something goes wrong?
@ctrappe
76. Define dos!
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Social media is social! Be social! (Dinner party)
Share success stories!
Do you respond to national news?
Not much promotion. Not a print ad!
Share knowledge
Respond!
@ctrappe
83. What it’s not…
• Only selling
• Marketing-related departments only come up
with stories
• Ads!
• Interruption!
• Few updates
• Unrelated updates. “Happy Thursday!”
@ctrappe
84.
85. Did I mention stories?
Anyone got a good story?
Was it a personal or business story?
Traffic ticket story
@ctrappe
86. Lessons
Stories most meaningful when personal!
(Engage SMEs, employees, etc.)
Interesting, different and new things get people
to pay attention!
@ctrappe
89. Help people spot stories
If you want to share something because it’s
unique, interesting or caught your eye for
another reason it might be a story!
Share the story with somebody to see if it’s
interesting to others!
@ctrappe
91. How people spot stories
More questions to ask on handout. (Also here:
http://www.christophsblog.com/specificquestions-can-help-with-specific-stories/)
@ctrappe
92. 3-3:30 Hootsuite and other tools
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Specific sites
Tweetdeck
Hootsuite
Others
@ctrappe
112. We didn’t go over time? Great!
Please fill out the evaluations before you go!
Stay in touch:
ctrappe@uweci.org
319-804-9853
Twitter.com/Ctrappe
UWECI.ORG/Marketing
ChristophTrappe.com
@ctrappe
@ctrappe
Notas do Editor
Ask people to write tweets during the presentation.
Some form or another has been around since the 70s, but wasn’t as amplified.
Nobody has to listen to anyone else on social media. Connections are opt-in and opting out is easy.
Only thing we can control is: Our authenticity. That we are sharing things.
Discuss the different networksHow to building following connections? Good content. Networks intermix and sometimes conversations move between them
Ask people to guess audience response
Examples: Who decides if something worked? The audience. But be careful, one opinion might not reflect everyone's opinions. More and more personalization.Metrics
Disadvantages and advantages for eachWhile considering this… think about your brand voice. That could also help make a decision
Get group to answer.Good belief to hold onto. But is that possibly as professionals?
I run across interesting and related info just by participating. Mention volunteer example
We will walk through this and you’ll have your first draft by the time we are done here.
Define does and donts. Just a few!
Hint: How do you want to be viewed? What are you trying to accomplish?
By participating I mean responding, yes, but we won’t go into that much today. Participating also means leading! Sharing stories that are relevant. What’s relevant? Of course your audience/customers decide that…. But stories work.
Authentic stories vs. talking pointsQuestions to ask: Does it fit into overall mission?
After sharing traffic ticket and then walking story ask the typical questions!
Even if it’s internal first.Change at UW…
It takes time. Good content will get you more followers
Spikes are volunteer projects
Have to be on board…Positive reinforcementGet them sharing storiesMy story!