21. Asking the Tough Questions How well are these channels working? Are they reaching who we want? Where do they fall short?
22. Asking the Tough Questions Asking these questions will remind you of who you are and who you want to be. Also shows you how social media can be used to help.
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24. You Will Gain A better understanding of your brand presence Online communities you should join Values you should promote Attitudes you should change Influencers
25. Identify Identify where the conversations about your brand, product or service are happening.
26. Develop Develop a strategy, including content, policies, goals, tone…
27. Don’t get confused… “Communities already exist. Instead, think about how you can help that community do what it wants to do.” - Mark Zuckerberg, CEO, Facebook
41. Connex and Social Media Existing blog Establish social media Blog to serve as content Social channels to connect, engage and offer something
42. Situation After initial launch of Facebook page, leveled out at around 300 “likes”. Goal was to continue increasing that number, but stay true to our mission statement.
43. Challenge Increase the number of Facebook “likes” without being too intrusive or gimmicky. More importantly, stay true to the brand.
44. Solution Developed a charitable giving campaign - driven through social media and traditional. Also tie in a gift as a giveaway to a new fan. The holiday social was born.
45. Concept Partner with Connecticut Food Bank on a social media driven campaign. For every person who liked Connex’s Facebook page, Connex would donate $1 to Connecticut food bank. $1 provides 3.6 meals
46. Objectives Support a worthwhile cause during holidays Increase Facebook “Likes” Engage and interact Increase overall awareness Earn media coverage
47. Support Social media Banner ads on websites (radio) In branch flyers to members Connex website Community partners
55. Based on our objectives Support a worthwhile cause during holidays Increase Facebook “Likes” Engage and interact Increase overall awareness Earn media coverage
56. Results More than doubled Facebook “likes” Increased engagement Raised $324, or 1,170 meals Earned media coverage (before, after) Reposts by other businesses and people
57. Continued Engagement Financial tips Resources Other ways to save, such as Groupon Connex news Closings Workshops Other communication
58. How We Did It We planned first and then wemeasured!