Social Media 101

Creating a communication strategy and social media plan in one hour

Jamie BillinghamMay 2013

What is Social Media?

Social• Interactions between

individual and groups• Tending to form

Cooperative and interdependent Relationships with others

Media• Communication

Channels• Mass Communication• Various means of

Communication

What is Social Media?

Refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks

Start with Why

Why are you here today?

What do you want to be able to do by the end of this session?

Why do you want to use social media?

Sales Strategy

Engagement Strategy

Marketing Strategy

The Bigger PictureOrganizational Values

Vision Mission

Organizational Strategy and Goals

Communication Strategy

Social MediaStrategy

The Bigger PictureCommunication

Strategy

Social MediaStrategy

Goals

Tactics

Goals

Tactics

Strategy

Goals

Values Vision

Mission

Tactics Values, Vision and Mission usually stay the same over time. They are the foundation of your organization.

Strategy is a plan to achieve your mission and vision while maintaining your values.

Goals are measurable steps that are used in your strategy, to move you toward your vision.

Tactics are the things you do or use to reach your goals.

Values Vision

Mission

Strategy

Goals

Tactics

Vision is BIG! It’s about how you want your world to be and how you see your organization in the world.

Mission is HOW you are doing to make the BIG vision a reality.

Strategy is your plan to achieve your mission and vision while maintaining your values.

Goals are measurable steps that are used in your strategy to move you toward your vision. Use SMART goals.

Tactics are the things you do or use to reach your goals.

Social Media is a Tactic

Values Inventory

Vision

The answer to WHY is in your VISION

And

Your VISION is based on you VALUES

Vision - Business vs. Nonprofit

Business• Vision is linked to business

goals – Why does business exist?

• Marketing strategy• Marketing goal is to

increase sales• Communication strategy

supports marketing• Social media is a tactic used

in marketing strategy

Nonprofit organization• Vision is linked to

organizational goals – Why does the organization exist?

• Marketing strategy• Marketing goal is to increase

social capital (relationship with community and clients)

• Communication strategy supports marketing

• Social media is a tactic used in marketing strategy

Vision

Goals

Strategy

Tactics On the ground. Things you DO that support your goals.

A plan that helps you achieve your goals. Its how you move towards your vision.

Measurable steps within your strategy that move you toward your VISION.

Your VISION is like a signal fire.It gives you something to aim towards.

Mission

What you do in general to achieve your vision.

What is your VISION?

What is your VISION for your organization?

What will you SEE, HEAR and FEEL when you achieve your vision?

What is your VISION?What is your VISION?Our vision is to produce and market products that do no harm to the environment. We believe clean and safe can co-exist.

What is your mission?Our mission is to put our product in the homes of everyone.

SEE - Our market share rises, very few returns, more customers, more staff, we make more money. HEAR - People say nice things about us. We get lots of earned media in environmental magazines.

FEEL - Successful, proud, happy, relaxed, like we are making a difference.

What is your VISION?What is your VISION?Our community is connected and healthy, people feel cared for.

What is your MISSION? We ensure families have safe housing and remain connected to their community.

SEE - Our whole community comes to events, staff are busy.

HEAR - People say nice things about us. Funders praise us.

FEEL - Like we make a difference, successful, proud, happy, relaxed.

Hold that VISION for the rest of the session.

Everything you do should move you towards that VISION.

That is your destination!

Communication Strategy Values Vision Mission Communication Vision Communication Goals Know WHO your customers/clients are Know WHERE they are Clearly understand what value you can offer

them - What problem are you going to solve?

WhoWHO are your customers or clients?

Think demographics. Sex, age, income, needs, family make-up.

Model some typical clients or customers. Give them names, personalities, and most importantly needs.

What problems do they have, that you can solve?

Is solving their problems part of your VISION or MISSION?

Where

WHERE are your customers or clients?

Where do they hang out online?

How often do they use technology?

What kind of technology do they use - mobile technology or computers?

How

HOW can you help solve their problems?

HOW can you reach your community/customers/clients?

HOW can you get their attention? Can you excite them, scare (careful with this one) them, or make them laugh through the use of social media?

This should line up with your organizations MISSION and GOALS.

When and What

Now we are into the TACTICS

WHAT are you going to to DO to reach your customers, clients?

WHEN are you going to do that? How often?

WHO is going to do the work?

Why use Social Media?

Search Engine Optimization - SEO - Increases likelihood of more people finding you.

Increases your Reach - How many people see your blog, website, etc.

Relationship Marketing - Improving your reputation and reach by developing a relationship with people.

Content Marketing - Improving you reputation by creating and sharing content that is of value to your current and potential customer/clients (aka target audience)

To Listen and Communicate with customers, clients.

Social media is not good for direct sales.

Does Social Media fit with your Marketing Strategy?

Push Strategy• Is taking the product or

service directly to the customer/client

• Direst sales• Trade shows• Point of sale & store

stocking• In NPO - outreach

Pull Strategy• Getting the customer/client

to come to you• Advertising, mass media• Word of mouth (online &

f2f)• Customer Relationship

Management (CRM)• Promo’s, discounts• In NPO - clients seek you

out

Why use Social Media as a Pull Marketing Strategy?

86% of Canadians overall have internet access

37% have mobile access

95% of Canadians under the age of 55 have internet access

That’s a lot of Canadians!

http://www.ebizmba.com/articles/social-networking-websites

Top 3 Social Networking Sites (June 2012 – according to Google Trends for Websites)

http://vincos.it/world-map-of-social-networks/

http://www.cmo.com/content/cmo-com/home/articles/2013/2/27/the_2013_cmo_s_guide.html

To decide where to focus your marketing, communication and social media energy - ask yourself one question.

Are our current or potential customers, clients or community members there?

Websites and Blogs

You may not think of your website and/or blog as “social media” and that may be a mistake.

Some organizations have only a websiteSome have a website with an integrated blogSome have a website and a separate blog or blogs

Your website and/or blog are yours.You lease your domain (URL) but in effect you own it as long as you continue to pay for it..

SOCIAL MEDIA WILL NEVER BE YOURS!

Your Organization’s

Vision, Mission, Strategy,

Goals

GooglePlus

YouTube

Twitter

FacebookPage

Blog and/or Website

LinkedIn

Your Organization

V V M GLinkedIn

YouTubeTwitter

FacebookPage

Blog and/or Website Pinterest

GooglePlus

Social Proof

Calls to action

Our Vision

Our Mission

Video

Blog Social Media

These are Calls To Action - We ask people to provide their email addresses in return for specialized resources that have VALUE for them.

Only 35 Likes but 257 people saw this one post. Facebook Pictures, Videos.

More examples of content marketing that can add value and extend your

reach.

This is a great example of a well branded and clear online campaign. There is absolutely no mistaking what this group is about - their vision, values, mission and what they want you to do are very, very clear even when not explicitly stated.

This site was built with Nation Builder - an out of the box, social media optimized website creation system.

Wordpress is also a excellent option.

The Water Wealth Project also carries it’s branding across multiple platforms and makes it easy to figure out who they are, what they are focused on and what they want you to do.

Your Organization

V V M GLinkedIn

YouTubeTwitter

FacebookPage

Blog and/or Website Pinterest

GooglePlus

To maintain sanity you will eventually need to use Hootsuite (or Buffer) to manage all your social media accounts from one dashboard!

My Hootsuite dashboard lets me see and post to my own Twitter, Facebook and LinkedIn accounts plus Thoughtstream’s , Twitter, G+ Page, Facebook Page and lets me create streams for hashtags # I follow i.e. Education Hashtags. I can also schedule posts in advance.

Set up your computer browser (Chrome is good) to post easily and to

multiple accounts.

Work through the following to help you strategize about your audience, and the potential social media tools and channels you may want to use for your marketing campaign or communication activity.

1. Who are you trying to reach? This is your Target Audience

Describe the person(s) you want to reach with your communication; be as specific as possible. More than one “audience” may be listed. Include a primary and secondary (influencers) audience if appropriate.

Non Profit Example: Care givers of children under 5 (COHI promotion), Other local health providers (secondary)

Business Example: School superintendents (primary), Teachers (secondary)

2. What problem(s) are you solving for your Target Audience?

What is the VALUE you bring to the conversation?

Examples: Problems with kids teeth - Access to health care - Getting buy-in from parents/stakeholders - Understanding diabetes risk factors

3. What is your GOAL?

What do you want to achieve through your social media activities? Do you want your target audience to DO something, THINK something, FEEL something?

Examples: Help people be more informed - Motivate people to care about an issue - Highlight a campaign - Encourage a healthy behaviour - Reinforce health messages - Encourage interaction - Get feedback/exchange ideas - Collaborate with partners - Get people to subscribe or download something - Build trust

Write out each goal using the SMART acronym.

Specific Measurable Acceptable Realistic Time framed

4. How does your goal fit?

a) Describe how your social media goals support your organization’s Values, Vision, Mission and/or overall Communications Strategy.

b) How does it support other online or offline components – Events, newsletters, press releases, promotions, etc.

5. Message Development

Develop the key messages based on the target audience and goals.

Example: For moms of young children to encourage late season flu vaccination, “It’s not too late to vaccinate.”

6. Resources and Capacity

Who is going to do this, when and for how long (per day, week, month, year).

7. Identify Social Media Tools

Decide and explain what tools will effectively reach your target audience. Match the needs of the target audience with the tools that best support your objectives and resources.

Example: Because Facebook has a large population of young women who have children, is free, and requires minimal technical expertise, it may be a good tool for a mom-centered program while only requiring a small amount of funding for social media activities.

8. Define Activities

Based on all of the elements above, list the specific activities you will undertake to reach your communication goals and objectives.

Example: Develop and promote Facebook fan page for diabetes prevention for youth.

9. Partnerships, cooperators, collaborators

Identify any key partners and their roles and responsibilities.

Examples: FNHA, Local Chamber of Commerce, regional Health Authority

10. Define Success for Evaluation

What are your measures of success?

Your measures of success may be different depending on your goals and objectives.

11. Evaluate

Create an evaluation plan - see page 50 of the CDC social media toolkit lined below for a simple to use evaluation plan template.

Adapted from the http://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf

Social Media Plan

http://fuckyeahnpspreadsheets.tumblr.com/post/48478483159/spreadsheet-as-dashboard-global-giving

Social Media CalendarAka Editorial Calendar

http://communityorganizer20.com/2013/01/14/taking-my-own-medicine/

Some of my Favorite Resources

Good advice on getting staff involved in Social Media @jeffbullas on Twitter - Great resourceshttp://www.jeffbullas.com/2013/04/30/how-to-supercharge-your-social-media-marketing-strategy-with-employee-sharing/

Great Social Media Toolkithttp://www.cdc.gov/socialmedia/tools/guidelines/pdf/socialmediatoolkit_bm.pdf

Great guide on writing for Social Mediahttp://www.cdc.gov/socialmedia/tools/guidelines/pdf/guidetowritingforsocialmedia.pdf

How and When to Use Social Media Channels to Strategically Support Government Goalshttp://www.delib.net/delib_shared_assets/shared_documents/Delib_Social_Media_for_Government_2012.pdf

Beth’s Blog aka @KANTER about spreadsheets to use to measure and track social media along with other awesome stuffhttp://www.bethkanter.org/spreadsheet-sm_re/

Twitter: A Quick Start Guide for People In and Around Governmenthttp://www.learningpool.com/docs/marketing/general/twitter_guide.pdf

Understanding Facebook Edgerank by Pam Dyer @pamdyer on Twitter - Great resourceshttp://www.pamorama.net/2013/05/05/understanding-facebook-edgerank-algorithm/#axzz2SSvqZWdq

For great web hosting check out http://www.billyhost.com/

Download the Social Media 101 workbook here

Tweet me @jamiebillingham - My website jamiebillingham.com