Social Media:Am I doing it right?

Association of Zoos & Aquariums Annual Conference | Portland, Oregon | September 2009

Let’s talk about…1. What it means to be successful with social media

2. How we can track and measure social media

3. How our audiences engage with social media

4. What we can do today to maximize audience engagement with our social media

Redefining success from web 1.0

What is success?

How do I define success in social media?

Mission CommunicationsPlan

Social Media Goals

Make it measurable

Example: WPZ social media goals

Measure what matters to you

Core elements of success

ENGAGEMENT“Our audience is

engaged”Metrics (Quantitative):• # of comments• Video ratings• # of retweets / shares / likes

Metrics (Qualitative):• Tone of comments• Perception of brand

REACH“We have an

audience”Metrics:• Page views• # of subscribers• # of fans

Do I have reach and engagement?

Listen

Measure

Learn

Adapt

Listening and trackinghttp://www.google.com/alerts

http://search.twitter.com

Listening and tracking

http://www.socialmention.com/

Measuring reach and engagement

http://www.sensidea.com/socialseek/

Paid servicesRadian6:

http://www.radian6.com

PR Newswire: Social Media Metrics

http://www.prnewswire.com/

Free services

Facebook Page Insights

ENGAGEMENT

REACH

www.klout.net

Sentiment tracking

www.twendz.com

Link clicks and shares

REACH

ENGAGEMENT

So how do I get more reach and

engagement?

Photo by Dennis Conner

Understand your audience

Photo by Ryan Hawk

Types of social media users

Social media

Spectator

Joiner

Creator

Collector

CriticInactive

CreatorI see what you’re doing & I want to do it too

CriticI see what you’re doing & I want you to know what I think of it

CollectorI see what you’re doing & I want to influence its output

JoinerI see what you’re doing & I want to be associated with it

SpectatorI see what you’re doing

InactiveDid you say something?

Profile your audience

United States internet users

http://www.forrester.com/Groundswell/profile_tool.html

Barriers to audience engagement

• Mostly spectators

• Time

• Tech limitations

Photo by Ryan Hawk

Incentives for engagement

• Relationship building

• Benefits and exclusive value

• Influence

Can’t FAIL tips for engagement

• Know your audience: use profile tool• Recognize barriers and incentives • Provide ways to engage at all active levels Example: Facebook fan page

Creators – add photos to your fan album Critics – “like” a post Collectors – tag photos Joiners – become a fan Spectators – page viewable without an account

• Put out irresistible content• Model engagement you want to see• Keep it real• Listen, measure, learn, adapt. Repeat.

rebecca.whitham@zoo.org | @WPZRebecca | @woodlandparkzoo