Igniting Internal Communications with Effective Social Media Strategies

PROPRIETARY & CONFIDENTIAL 04/11/23

Igniting Internal Communications with Effective Social Media Strategies

Strategic Internal Communications ConferenceChicago, March 15, 2011

PROPRIETARY & CONFIDENTIAL


Agenda I

Traditional vs. Social

Management Objections

Extending Your Reach

Choosing the Right Social Media Channel

Social Media Platform Review

Blogs

Social Networks

Video Sharing

Short-form Blogging

Custom Communities


Agenda II

Mobile Applications

Drawbacks/Dangers

Benefits

Social Media Launch Kit


Traditional vs. Social

One-way Distribution

Push

Planned

At Work

Official Corporate

Message

Two-Way Participation

Pull

Real-Time

Everywhere

Employee-Generated

Content

vs.


Management Objections

Lose Control

Negative Messages

Can’t Measure

Lack of Participation

Security

Regulate & Moderate

Learn & Change

New Measurements

Proof of Participation

Myths & Facts


Extending Your Reach

04/11/23Affect Strategies Presented to MSDS, Inc | April 18, 2008Affect Strategies

Facebook

YouTube

Blogs

Twitter

Intranet

LinkedIn

Email

Fliers

Newsletter

Posters


Choosing the Right Social Media Channel

Ask

Needs Assessment

Feasibility Assessment

Experiment


Blogs & Blogging

»Type of website

»Regular entries/updates

»Usually allows comments/interaction with visitors

»May include text, pictures, video (vlogs), audio (podcasts) etc.

»Types:

»Personal

»Corporate

»News


Blog On


Microblogging

»Blogging in short form

»Similar to texting

»Ability to send and receive messages

»Ability to follow and be followed

»Archive information

»Multiple delivery mechanisms

»Conversations and interactivity


Twitter Profile


Microblogging: Twitter

Image Source: Caroline-Middlebrook.com

Secure Tweets


Yammer


10 Reasons to Tweet

1. Generate Awareness

2. Seek & Create Media Opportunities

3. Foster Customer Loyalty

4. Launch Viral Marketing Campaigns

5. Manage Reputations

6. Promote Products and Services

7. Network with Customers

8. Extend Event Participation

9. Monitor Trends & Breaking News

10.Recruiting


The Basics

• Tweet: Message – 140 Characters• Twitter Handle: @sandrafathi• Retweet (RT): Resending a message from someone

else to your followers• Message: Direct message (private) from one

Twitterer to another• Mentions: Mentions of your handle by you or

another user• Hashtag: #eventname Easy search for events/topic• Twitter Lists: Grouping users on a list for public or

private use


Twitter Program Building Blocks

1. Goals & Objectives Strategy

2. Benchmarks for Success

3. Message Themes

4. Tool Identification/ Implementation

5. Twitter Usage Policy

6. Training

7. Promotional Plan Development

8. Content Identification/Development

9. Tweet Generation

10.Twitter Monitoring

11.Engagement

12.Measurement


Facebook User Profile, Groups & Pages

1. Facebook Pages are visible to all. For Groups, you must be a member.

2. Facebook Pages can have an unlimited number of fans/likes. Groups, up to 5,000 members.

3. Facebook Pages & Groups allow you to send updates to all ‘fans’ at once. (Individual users cannot.)

4. Facebook Pages allows users to become a ‘fan’ without confirmation. Groups are by invitation or application.

5. Facebook Pages are tied to a company. Facebook Groups are tied to a user profile.


Facebook Pages


Facebook Pages


Facebook Groups


Facebook Groups


Facebook Groups


8 Ways to Enrich a FB Page

1. News-feeds & Mini-feed – populate page with important industry and company news

2. Photos – photos of products, people and activities

3. Videos – videos of product demos, employees, events

4. Events – invitations to events

5. Notes – A blogging tool for FB, Can connect to company blog or be updated independently.


6. Discussion Board- for fans talk about company or its products Administrators can provide feedback and participate in the conversation as well as delete any posts they do not deem appropriate

7. Wall/Reviews – these are public comments that are visible to everyone who visits the Facebook Page made by users.

8. Additional Applications – Review and find additional applications that may be appropriate for your company

Facebook Pages: 8 Ways to Enrich a FB Page


LinkedIn Groups


LinkedIn Groups: PRSA NY


LinkedIn Companies


LinkedIn Companies


Create Your Own Community: Ning.com


Private Company Community


Ning for Events: SXSW


You Tube


Vimeo: Video Sharing


Mobile Applications

Every major social network has a mobile app

Most social network platforms allow for mobile phone

updates

Incorporate a mobile strategy into your existing

communications – i.e. text updates, text donations, text

surveys/polls


Drawbacks & Dangers

The Illusion of Free

Resource Intensive

Long-term Commitment

Unknown Territory


Benefits

Active Listening

Higher Engagement

Greater Reach

Immediate Reaction/Response

Employee Contributions

Participation & Buy-In

Lower Cost Alternative


Social Media Launch Kit

Identify Goals & Objectives

Allocate Resources

Craft Social Media Messaging Document

Determine Platforms & Channels

Create Social Media Workflow Plan

Draft a Social Media Usage Policy

Create a Marketing Plan



What To Know

1. Set goals, objectives & strategies

2. Communicate publicly

3. Interaction over distribution

4. Quality over quantity

5. Be relevant

6. Provide value


Tools & Resources


Closing Thoughts

1. Set goals and objectives

2. Build a strategy

3. Know your audience, know yourself

4. Fish where the fish are

5. Master one platform at a time

6. Bring your online connections offline & vice versa

7. Measure, tweak, repeat

PROPRIETARY & CONFIDENTIAL 04/11/23

Contact Information & Resources:

On Slideshare – www.slideshare.net/sfathi

Sandra Fathi [email protected]

Twitter: @sandrafathi LinkedIn, Facebook: Sandra Fathi Web: www.affectstrategies.comBlog: www.techaffect.com

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Igniting Internal Communications with Effective Social Media Strategies