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Start Your Social Strategy
Your guide to social media
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What is social?
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What is social?
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What is social?
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What is social?
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What is social?
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What is social?
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Three Goals of SocialBrand Awareness / Audience
ExpansionEngagement
Customer Service
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First Goal of Social:
Brand Awareness
Brand Awareness/Audience Expansion
Connect with your target audience
Discover what time of day gets the most interaction
Ask yourself: Would I want to share or retweet this content?
Social media is not about creating content, but about distributing content
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Second Goal of Social:
Engagement
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Social Media Engagement
- Meeting your constituents where they are
- Making your content accessible
- Establishing a relationship
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Third Goal of Social:
Customer Service
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Social media is a great way to interact with customers
Nearly 1/3 of customers turn to brand pages on Facebook to ask questions
Customers who engage on social spend up 20%-40% more with that company
71% of customers with a positive social experience recommend the brand
Social Media and Customer Service
Sources: http://adespresso.com/academy/blog/importance-responding-quickly-customers-social-media/
http://www.forbes.com/sites/micahsolomon/2014/06/30/social-media-customer-service-four-rules-you-need-to-know/
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Make sure whoever is answering the questions is a people-person, not tech
Always be polite (NO MELTDOWNS!!), to the point, and provide pertinent links when possible
Don’t argue if someone has a complaint. Look into the problem and see if you can rectify
Respond as soon as you can
Social Media and Customer Service
Sources: http://adespresso.com/academy/blog/importance-responding-quickly-customers-social-media/
http://www.forbes.com/sites/micahsolomon/2014/06/30/social-media-customer-service-four-rules-you-need-to-know/
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Social Media and Customer Service
Sources: http://adespresso.com/academy/blog/importance-responding-quickly-customers-social-media/
http://www.forbes.com/sites/micahsolomon/2014/06/30/social-media-customer-service-four-rules-you-need-to-know/
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Hootsuite Tweet Deck Twine Social Oracle SRM Link shorteners (bit.ly, goo.gl, tinyurl, etc.)
Recommended Third-Party Resources
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Created in 2004 Was initially used for college student
networking Opened to anyone over 13 with an email
address in 2006 so everyone and their mom (quite literally) could have one
Now has over one billion users Allows businesses to post and interact with
customers
Getting to know Facebook
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Created in 2006 Initially created as a way to share text
messages as a small group (hence the 140 character limit)
Popularized the “hashtag” One of the ten most visited sites in 2013 Over 250 million users Allows users to have fast, easy customer
service
Getting to know Twitter
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Created in 2011 “The future of Google+ is Google” Shows your Google+ page on the side if
anyone Google searches your organization Google+ integrates with all Google services
including Gmail and YouTube 540 million users online with 300 million
using “the stream”
Getting to know Google+
Platforms & How-To’s
1. Use Hashtags
Platforms & How-To’s2. Offer Contests
Platforms & How-To’s3. Network
Platforms & How-To’s
4. Inspire
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Career networking Used by individuals, sales teams, HR departments Acquired ad retargeting start-up BIZO in summer 2014
Getting to know LinkedIn Create a LinkedIn page
for your organization◦ If you have many
employees or volunteers, can build brand
◦ Improves SEO Consider ad
retargeting (if you have a specific target demographic)
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IDEAS & CASE STUDIES
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Case Study: Brand Credibility / RemakeProblems
First elected to SBOE in 1970s
Opposed introduction of computers into elementary schools
Supported ID Characterized as off-
rocker, luddite crazy old lady
Lost previous election
Solutions Aggressive campaign
with social media as key component
Posted consistent, relevant content
Engaged all comments; expert advice on phonics
Grew Facebook fans from 20 to 2,200
Candidate was accessible to interested voters
SBOE Candidate
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Case Study: Facebook Ads
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Case Study: Facebook Party Co-hosted with Apologia October 2013 Several giveaway prizes just for
commenting on our post Reached between 18k-69k on each of our
posts Quick, easy, flexible way to meet your
fanbase
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Case Study: Facebook Party
Case Studies#phcpensmore2014
Case Studies
Case Studies
Facebook Check-Ins
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What NOT to do: If possible, don’t use the same device for
personal and business accounts
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What NOT to do: Get in fights with your customers
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What NOT to do: Join a hashtag campaign without doing
research first
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What NOT to do: Post a Facebook update without reading it
carefully through first
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Return on Investment What you do needs to make sense for your
organization Value from social media
◦ Hard $ Increased sales or registrations based on expanded
audience◦ Soft $
Better trusted brand Better constituent satisfaction Expanded audience
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Questions?
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