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SOCIAL MEDIA & COMMUNITY LEADERSHIP Attracting, Keeping and Engaging Your Audiences New Media & Marketing Rav en

Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

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Page 1: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

SOCIAL MEDIA &

COMMUNITY LEADERSHIP

Attracting, Keeping and Engaging Your AudiencesNew Media & Marketing

Raven

Page 2: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

Raven New Media & Marketing, LLC

Raven is a marketing and new media consulting firm dedicated to assisting organizations with traditional marketing, interactive communications, social media and ebusiness strategy.

Web site audits (Internet, Intranet or Extranet) Ebusiness and marketing plan review or development Internal process or team analysis Web, mobile and social technology reviews Social media for business workshops Technology integration for marketing and communication programs Ebusiness project management process development Ebusiness team recruitment planning and development Content management system analysis Web content and web writing services Reporting and ROI setup Dark site planning Ebusiness team training Executive ebusiness workshops

RavenNewMedia.com

Page 3: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

Agenda

Social media: Redefined for business

Social media: Today

Creating value: What your audience wants

Your social media strategy: A road map

Questions

Handout: Dictionary of social media

Page 4: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

SOCIAL MEDIA:

EXPANDING THE DEFINITION

Page 5: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

The New Media Universe

Social

Media

Page 6: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

Social Media = Social Platforms

Social media is…

a communications channel

a conversation that happens online

an evolution in Internet user behavior

enabled by a diverse (and sometimes confusing) array of online tools

Page 7: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

Social Media Maturity Curve (Generic)

Page 8: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

IT’S ABOUT PEOPLE

Page 9: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

The Hierarchy of Social Media Preferences

Social

Entertainment

Networking

Information

Page 10: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

It’s About Them, Not Us

What do they want from you?

What do they find valuable?

Is it all work and no play?

Are they leading or are you?

Do they feel comfortable?

Do they visit (and participate) often?

Are you entertaining, engaging or creative?

What’s in it for me?

Page 11: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

It’s About…

Prospects

Recruit for programs

Highlight actives and alumni

Show the value/clout of the network

Show creativity – grab their attention

Actives

Events & meetings

Socialization

Group projects

Community philanthropy

Compete

Alumni

Reconnect

Mentor programs

Network

Tell their stories

Make them feel important and included

Page 12: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

Let Them Run

Communities require…

and keeping a loose rein

attention

nurturing

encouragement

incentive

Page 13: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

A SOCIAL MEDIA

ROADMAP

Page 14: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

Social Media Maturity

AwarenessInfluencing

the Influencers

Thought Leadership

Adoption Likes Recruits

Curious CredibleTrusted

Leadership

Step 1:

Strategy

Step 2:

Influence

Step 3:

Leadership

TIME

Page 15: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

Creating a Social Media Ecosystem

Facebook – custom tabs and apps, advertising

Integrate with databases

Seamless sharing across partner sites

Integrate with core programs

Natural “go-to” for program participation

New influencers invited

Invitation campaigns

Customized email

Topic managers

Alerts

Experts associated with site

Exclusive invitations

Tell-a-friend

Friend feeds

Self-appointed leaders

Tie in to collateral

Bloggers and conversation contributors

Knowledge resource

Recognized by credentials

Experts create and respond to conversations

Regional or national experts

Community creates the content

Community partners

Social Platform

Management

Social Media

Acquisition

Social Brand/

Clout

Strategy Influence Leadership

Page 16: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

What’s Your Content Strategy?

• What is our objective?

• Why do we want to interact with prospects, actives and alumni?

Social Media Plan

• Do we know what our audiences want?

• Why will they engage with us?

Target Audience Analysis

• Do we have content ready to use or do we have to create it?

• Does it have real value to our audiences?Content Plan

• How are we going to speak?Tone & Message

• What channels work best with our audiences’ preferences? Where do they play?

• What channels are needed for promotion?Channels

• When do we need to post/publish?

• How often?

• When do we need to refresh or update?Calendar

Page 17: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

SOCIAL MEDIA IN ACTION: EXAMPLES

Page 18: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

Ikea: Facebook Showroom

This Facebook marketing campaign involved the store manager of the Malmo

Ikea store posting pictures of the new showrooms where people who tagged the

items first, won that product. The result was a viral word of mouth campaign that

quickly spread to people’s Facebook friends and created huge product

awareness.

From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010

Page 20: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

A Social Secret

Page 21: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

Set up LinkedIn properly

Page 22: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

Make it useful

Page 23: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

Make it fun

Page 24: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

Create social media value

1. Increase awareness of your events and affiliations

2. Increase traffic to your website

3. Create greater favorable perceptions of your brands

4. Monitor conversations about important topics

5. Develop targeted marketing activities and games

6. Build better a understanding of audiences’ perceptions of your brand

7. Improve insights about your target audiences

8. Identify positive and negative comments

9. Increase opportunities to promote new programs or services

10. Measure the frequency of the discussion about your brand

11. Recognize early warning of potential public relations or service issues

Page 25: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

DISCUSSION & QUESTIONS

Page 26: Social Media and Community Leadership : Attracting, Keeping and Engaging Your Audiences

THANK YOUElizabeth L. Scott

President & Principal Consultant

Raven New Media & Marketing

[email protected]

502-931-9000