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The Internet offers a universally accessible interactive hub of fast, consistent, cost-effective resources to connect with individuals working toward common goals. The groups derived from these connections are called virtual social networks. The content shared in these networks is called social media. Developing a virtual social network for your CoP is an important mechanism for generating and disseminating knowledge within your greater online community. But how do you develop a successful social media strategy to reach those interested in the content developed by your CoP? Join us for this interactive workshop and explore the success strategies we’ve used to (1) Develop a list of social media objectives; (2) Develop a list of social media sites (3) Assess your membership’s social media expertise and create successful social media teams; (3) Utilize eXtension’s online arsenal of contacts and content (4) Join the online conversation and develop strong online relationships with influencers in your field (5) Define social media activities; (6) Create a “call to action” that supports and motivates members. Bring your questions, concerns and real world experience and together with these strategies, developing your virtual social network is only a well-planned, social media strategy away.
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Success Factors for Developing Your eXtension CoP Social Media Strategy
Marissa Stone & Jerri HammondsNational Extension CoP Workshop,
2011 Louisville, KY #eXCop11
Favorite Quote RT @WhosYourAnnie: Always track. If not getting the best
results, modify your strategy and continue. Lather. Rinse. Repeat.
(on #SMfastfwd, 11.24.10)
Defining Social Media
Social Media IS:
Tools that facilitate:1. Conversations2. Connections3. Sharing4. Influence5. RelationshipsSM is an opportunity to LISTEN, engage and be useful.
Social Media IS NOT:1. Spam or DM2. Controllable3. A campaign4. Easy to
measure (at least not in the traditional sense)
SM is not a just another place to push your content out.
Why Social Media? Thought
Leadership, Sharing,
Communication
Relationship Building,
Connections, Influence
Reaching Broader
Audience & Improved
SEO
Everyone is always talking about SM…
Why is SM such a big deal anyway?
Design a technology & SM survey1. What SM tools do they use?2. How does your CoP access
SM?3. How often do they use SM?4. What content do they post?5. # of fans/followers/friends?6. If they do not use SM do
they want to?
Assess Your CoPWho Uses
SM?
It is always best to identify people in your CoP who are already using the tools or interested in active involvement.
Identify those interested in designing videos for You Tube, webinars, interactive modules or other multimedia
Your SM Teams
Identify your bloggers, Twitter users or those interested in posting on FB
Utilize eXtension’s online arsenal of contacts & content
Now What?Start by LISTENING:
1. What are people saying about your topic?
2. Gather info on your audience3. Identify influencers4. Research keywords
Develop Your SM RoadmapStart with a destination, where does your CoP want to go?Learn the tools and terrain to get there.
Audience
Objectives Strategy Tactics Goals
Measurement
Who is your CoP targeting?1. Male/Female? Age? SES?2. Where do they hang out
online?3. Which SM sites are they
using?4. How do they participate?
Identify Your Audience
Things to Consider:1. Behaviors2. Preferences3. Methods of
publishing4. Methods of sharing
Defining Your ObjectivesA well-planned social media strategy includes specific objectives. Why does your CoP want to use social media and what do you expect to accomplish?
Let’s Begin:
List three things your CoP would like to accomplish using SM:1. ____________________________2. ____________________________3. ____________________________
New or user generated? Types of media used? How often?
SM is conversation on steroids. Engagement with your audience is mandatory.
Be real. Always. This shows your audience they can trust you.
80/20 rule- Post 20% of your own content and 80% from other sources. Seek to help people solve problems even if they solve them with another’s content. Make it easy for them to share with their friends/followers.
Strategy for Accomplishing Objectives
Sharing
Content
Engage
Trust
Blogs (wordpress)Microblogging (Twitter)
Offers easy publishing tools that encourage interaction with audience.
FacebookMySpace
Offers ability to network with vast numbers. Allows people to “like” your CoP/content
You Tube, ImagesWebinars
Offers ability to publish content that is “infotaining” & sharable
Tactics and Tools
But, what about ROI?
Interact:
Turn to the person next to you & Introduce yourself and shake hands.
MetricsSubscribers, fans, friends,
followers
Audience participation,
trust, discussion, engagement,
comments
Likes, inquiries, mentions,
referrals, shares
Measuring and reporting statistics from your SM efforts are less about ROI and more about influence.
Metrics should be based on your objectives.1. Web analytics2. Audience
behaviors3. Interation history4. Social
engagement.
1. Newbies: get a personal account on one of the SM sites
2. Take it slow, play with the acct until comfortable3. Learn to post & share things online4. Everyone: join the online conversation 5. Determine what people do with the info6. Develop strong online relationships with influencers in your field7. Follow the 80/20 rule8. Have fun!
Putting it all Together
Define Social Media Activities•Align social media and content goals•Define topics and categories• Establish social media policies for your CoP• Establish social media rules of engagement for your CoP
•Create a Social Media Calendar• Forecast time to manage comments and engagement opportunities• Forecast time to research, write & share content
Create a Call to Action
Choose Team
members
already using SM
Develop (& use)
feedback
mechanisms
Conduct brainstormi
ng knowledge
-sharing gatherings
Have specific
objectives &
reward success
Motivate your SM team in a way that they will want to be involved.
Learn From Mistakes
Attitude Matters
Create a friction-free environmen
t
Embrace Failure
“There is no such thing as failure, there is simply result. If you do what you have always done, you will get what you have always gotten.” ~Anthony Robbins
1. Put together “the right team”2. Create a strategy that works
for you3. Make metrics match your
objectives4. Be open to participation/co-
creation5. Be real (transparent with
intentions)6. Be okay with not “controlling”
the message7. Give more than you get
Best Practices
Marissa [email protected]
@Marissa_stoneFacebook.com/H.Marissa.Stone
Jerri [email protected]
@jl_hammonds Facebook.com/hoovesofthunder
Questions or Comments?
