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Giving Communities and the Role of Social Media Marketing 6.24.13

Giving Communities and the Role of Social Media Marketing 6.24.13. Overview. When is the right time for Social Media Marketing (SMM)? What makes a good Social Media Marketing plan? Steps to take in drafting a Social Media Marketing plan?. The Landscape…seriously. Social Media Explained.

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Giving Communities and the Role of Social Media Marketing 6.24.13

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  1. Giving Communities and the Role of Social Media Marketing 6.24.13

  2. Overview When is the right time for Social Media Marketing (SMM)? What makes a good Social Media Marketing plan? Steps to take in drafting a Social Media Marketing plan?

  3. The Landscape…seriously

  4. Social Media Explained

  5. “Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it not better” Avinash Kaushik, Analytics Evangelist, Google

  6. Before diving in…let’s review current initiatives https://www.facebook.com/UnitedWayWINGs https://www.facebook.com/pages/United-Way-WINGs

  7. Before diving in…let’s review current initiatives

  8. Before diving in…let’s review current initiatives www.facebook.com/UnitedWayEmergingLeaders

  9. Before diving in…let’s review current initiatives

  10. Giving Community Summary

  11. Discovery & Development Review your overall business plans • Define where social fits (not the reverse), including • Details of Your Target Audience • Where are their digital social hang outs now (go to them, don’t expect them to come to you) • Details of Your Current Marketing Efforts Define Specific, SMART SMM Goals • For example • Online research • Buzz around new content • Drive traffic • Name acquisition/event registration • If it’s about engagement, define engagement (positive, comment on content, etc.) • Don’t let social metrics define your goals, such as “more Twitter followers”, “more fans on Facebook”, “more YouTube views.” Find Your Authentic SMM Voice • Create and implement a voice that resonates with each of your specific target audiences • Empower and enable your volunteers/network to also spread your voice

  12. Choose Your Social Tools Appropriately * Higher effort required if content (video or photography) is not currently being created or collected from participants # Small reach, but highly aligned and very key constituent group

  13. It’s Content Time find deliver Low Hanging Fruit • Audience specific content you have on hand Frequency of content delivery & response to social engagement • What does each audience like? • What are they already responsive too? • What do we want them to do? • How are you replying back to them? Ways to increase audience engagement • Surveys? • Social causes? • Look back and see what gets them energized Events can drive social • Leverage events for content (pre, during, post) Your social success metrics • Membership: friends, followers, fans • Content: posts, tweets, number of fans • Engagement: comments, retweets, shares, likes measure

  14. Planning worksheet (sample)

  15. How You Can Be A Good Social Media Manager LISTENING: • Listen to what others are telling internally and externally • Take the feedback you receive and implement it into your current strategy RESEARCH: • Be the “go to person” • Stay up to date on content written in your industry by the key influencers TRACKING: • From the beginning, define what success looks like and what measures are in place to define it • It is critical to have analytics in your portfolio CONNECTING:  • As much as possible, build relationships with your people • Read their blog posts, and comment on the posts by giving your thoughts EXPERIMENTING: • Take some risks in the beginning. • Post content that you know push the envelope. • That is the only way you’ll learn what the boundaries truly are with your audience.

  16. Roles & Responsibilities

  17. Summary The goal of social media is to turn customers into a volunteer marketing army. So you need to activate them – don’t just collect them like baseball cards. Focus on how to be social, not on how to do social. Jay Baer

  18. 5 Dimensions of Social Media Equity “You can’t save social media equity — you can only build it and spend it. Chris Abraham • Conversation • Interaction: listening and responding • Energizing • Compelling followers to evangelize, spread brand mentions • Promotion • Utilize channel as promo or integrated promo channel • Integration • Interaction with other brand channels and communications • Editorial quality • Frequency of updates, quality of content

  19. Best Practices Hit List(a lot to read but worth it)

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