Elasticity | Cafe Press Washington D.C. Hill Staff Social Media Training

1. — HILL STAFF — TRAINING PRESENTED BY:
2. VOTE OUT LOUD! 2
3. PRODUCT CUSTOMIZATION Examples 3
4. 650+ BASE GOODS Examples 4
5. The Numbers ANALYTICS 5
6. Calling it ANALYTICS 6
7. Analyzing ANALYTICS 7
8. Running Mates PREDICTIONS 8
9. The Conversation HOT TOPICS 9
10. Immediacy TRENDING 10
11. Oops! MISSTEPS 11
12. Solutions SWAG 12
13. 13
14. Solutions 14
15. 15
16. — HILL STAFF — TRAINING PRESENTED BY: 16
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
18. BASIC RULES #HILLSM14 18
19. Honesty & Transparency #HILLSM14 19
20. Humanize Congress #HILLSM14 20
21. Real-Time Reactivity #HILLSM14 21
22. Proactive Engagement #HILLSM14 22
23. TRENDS #HILLSM14 23
24. Promotional Support #HILLSM14 24
25. Rise of Visual Web #HILLSM14 25
26. Short & One-Use Videos #HILLSM14 26
27. Consistency #HILLSM14 27
28. Trends Basic Rules • • • • Honesty & Transparency Humanize Congress Real-Time Reactivity Proactive Engagement • • • • #HILLSM14 Promotional Support Rise of Visual Web Short & One-Use Videos Consistency 28
29. PUTTING IT INTO PRACTICE #HILLSM14 29
30. Listen & Learn, Then Listen Some More #HILLSM14 30
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
32. Establish Social Media Governance #HILLSM14 32
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
35. Engage More, Broadcast Less #HILLSM14 35
36. Directing Communities Orchestra conductor of a „symphony of content‟ Relationship manager Brand voice expert Crisis radar technician Content & advertising targeting expert Fan segmentation specialist Performance analyst #HILLSM14 36
37. Measure, Rinse, Repeat #HILLSM14 37
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
39. Before You Measure ROI – Define the „R‟ #HILLSM14 39
40. Requires Planning Data Evaluate Analysis Measure Insights Program Planning Strategy #HILLSM14 40
41. Let Go #HILLSM14 41
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
43. DISCUSSION #HILLSM14 43
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
45. WHO WANTS PIZZA? #HILLSM14 45

Notas do Editor

NEW BACKGIRIND IMAGE AND RC LOGO
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

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