Danielle Brigida: Deep dive into social media and content strategy

DeepDiveIntoSocialMedia

andContentStrategy

ByDanielleBrigida

@Starfocusor@USFWS

U.S.FishandWildlifeServiceTomKoerner,USFWS

I’maWildlifeand

TechnologyGeek

U.S.FishandWildlifeService

•  Over300SocialMediaAccounts

•  Profilesrepresentrefuges,regions,programs,etc

•  Over400,000peopleinthenaMonalcommuniMes

SocialMediaBenefits:

Fire=CriMcism

Earth=RelaMonships

Flood=Support

Iden%fyYourCommunityandEngage

Who’swhoinyourcommunity?

Community,Network,andCrowd

ListenandObserve

SomeWaystoFind

YourCommunity

SearchKeywords

•  OrganizaMon’sName

•  Keyindividuals•  Brandingmistakes

•  Programreferences

ReferringTraffic

•  GoogleAnalyMcs•  Facebookinsights

EngagingStrategically:

CreateaDashboard

Searchhashtags,keywords,uselistsand

monitortopics

GroupPeopleinListstoFollow

InvesMgateTrendsandAnalyMcs

FreeWaystoListen

•  Search.TwiZer.com

•  Topsy.com

•  Google.com/trends

•  Tagboard•  FacebookSearch•  RSSfeeds

Tagboard.comsearcheshashtags

UseSocialMediaListeningtoEnrichYour

UnderstandVariousTypesofContent

andtheLifespan

Social

BlogPosts

NewsArMcles

Features

EvergreenContent

Formal

Informal RightNow

3years

fromnow

ExperimentandMoMvate:

#IvoryCrush

ListeningtoHowPeople

DiscusstheIvoryTrade…

WeUsedOurImagetoIncludeOthers

UsingInstagramtoListen

•  Iconosquare•  Tagboard•  HashaMt•  SearchLocaMon

HelpsYouFindPhotographers

ofYourSubjects

ResearchonPinterest

toFindInspiraMon

PinterestSearch

ListeningUnearthsGemsand

NextStepsforContent

LearntheImageSizesandShapesfor

EachNetwork

VisualsCanAddSoMuchContext

ThroughListeningWeFound

EducaMonalandResourceVisualsWorked

AddValuetoAcMveConversaMons

KnowHowYourContentShares

ResearchandJointhe

Community

HaveaPosMngStrategy

FromSmartInsights.com

DoNotJust“PushitOut”

BuildYourOwnCommunityThenincludethemtoinspirecontent.

GeneralCommunityRules

•  UsetheirinteracMonstoinspirenewcontent•  Protectthepeopleonyourpage•  CorrectmisinformaMon

•  AnswerfrequentlyaskedquesMons

HaveCommunityGuidelines

•  Beclearaboutcommunity

expectaMons

•  Killthemwithkindness

•  Protectthepeopleonyourpage

CreateContentthatFosters

ConnecMonsandRelaMonships

ActonWhatListening

TellsYou

Listeningthroughmetrics:TripAdvisor

Re-IntroduceandRecycleContent

PlayandExperiment

CuteChicksontheBeach

InvesMgatethe“newesttool”,

butdon’tlosewhoyouare

Measurement

CommonResponsetoSocialMeasurement

UsingDatatoInformDecisionsDoyouhaveaccesstowebanalyMcs?

Doyouregularlysharestats?

NotSoSexyThingstoRemember

•  IdenMfyyourgoalsorobjecMves

•  Doyourhomework:whichtools,messagesandcontentworkbest?

•  CollectInformaMoncaninformhowtoCHANGEfuturebehavior Image:TomKoerner,USFWS

WithMeasurementReferenceYour

PreviousStrategy

Image:Flickr/IowaRedBulls

•  IdenMfyaudience•  Specificgoals•  Capacity/Time

•  Outreachplan•  Long-termplan

ThereAreaLotofMetrics

source:Metricsman.wordpress.com

MeasuringTypesofSocialMedia

OwnedYourBrandedPresences

EarnedOrganicSharesandPosts

PaidSocialAdverMsing

OwnedSocialMedia

TheImpactofYourAccounts

Facebook

Insights

Overview

PerformancebyPost

Whatdoesyournumberoflikesmean?Howmanyfollowers

doesittaketobeasuccess?WeallhavethesequesMons,

butthefactis-ifdonewellmeasuringhowpeopleinteract

withyourorganizaMononlinecangreatlyhelpyoudetermine

wheretoallocateresources.Inthissessionwe’lltalkabout

whywemeasure,somemeasurementbestpracMcesanda

fewfreeandenterprisetoolsthatdon’tbreakthebank.

FacebookInsights:Referrers

FacebookInsights:ExporMngData

byPostorPageLevel

WhatCanFacebookInsights

ReallyInform?•  Topshareablecontent–whatworks,whatshouldyouproducemoreof?

•  WhatisyourcurrentacMveaudience?

•  WherearetheregrowthopportuniMes?

Butthere’ssMllmorequalitaMveinformaMonto

track:

OwnedSocial:TwiZer

AnalyMcs.twiZer.com

ByTweet

AudienceInformaMonhZps://analyMcs.twiZer.com

OwnedSocialMedia

Pinterest

OwnedSocial

Media:

LinkedInCompany

Page

OwnedSocialMedia:

YoutubeChannelMetrics

MeasuringEarnedSocialMedia

•  SharedContent:Sharethis&Addthis•  WebAnalyMcs(ex.Google,SiteCatalyst)

•  GoogleTrackbacksorLinks•  RSSReader(Feedly,DiggReader)•  MenMons(SumAll,SocialMenMon)

Rememberlistening?Good.

MeasuretheFullPicture

Original

CollectQualitaMveDataThatInforms

YourStrategy

ReporMngCrimes

AdvocacyRequests

IdenMfyPossibiliMesto

EngageinaMeaningfulWay

UseContent

BuildMutual

RelaMonships

TellaStorywithYourData

AGoodMeasurementPlan…

RevisitsYourGoals:

ImprovingReputa%on

CombinesAvailable

MeasurementTacMcs:

SocialAnaly%csandWebAnaly%cs

UsesQualitaMveand

QuanMtaMve

InformaMon:

CommentsandIncreasedShares

GeneralGeekiness

•  Buildoffautomatedreportswheneverpossible

•  ExportDatatoplayifyou’recomfywithspreadsheets

•  Followblogsandreportsthatdiscusswebandsocialmetricsandtechniques

CollaborateAcross

RegionsandPrograms

QuarterlyReport CampaignSpecificReport

AnalyzeDon’tRegurgitate

•  PickmetricstomeasureaheadofMme

•  EvaluateoverMme

•  IdenMfyanomalies

•  Tellastorywithyourdata•  TrackmetricsthatmaZer

Figurethatifitputsyoutosleep…

You’renotmeasuringanything.

Listen,Communicate,Create,Track

TimeonSocialMedia

Listening

CommunicaMng

CreaMng/ExperimenMng

Tracking

30%

30%

25%

15%

ThereAreaLotofMetrics

source:Metricsman.wordpress.com

Ques%ons?

DanielleBrigida

NaMonalSocialMediaManager

U.S.FishandWildlifeService

@USFWSor@starfocus

danielle_brigida@fws.govJudyN,Flickr