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Welcome!
       Social	
  Media	
  Integra3on	
  for	
  	
  
 Values-­‐Based	
  Businesses	
  &	
  Organiza3ons	
  




                Media	
  Training	
  webinar	
  
A GE NDA
        e bas ics!
    Th                    epeat!
1.           o-Ch  eck-R
     P lan-D                  uite!
2.                 ol: H ootS
      Samp  le To
 3 .             esou  rces!
       Q &  A, R
  4.
pODC
       ASTS       wikis
                                   Netw o rk
weblogs          InterNet forums
BLOGGING         commuNity
         FE ED S                    S
    RS S                  NEWSGROUP


BLOGS     sOcial              RATING

VIDEOS
            media            WEB 2
  P ICTURES      INTERNET
                                   .0
               G
           GIN
      B LOG            NICATIO
                              N
M ICRO           COMMU            BOOKMARKING
Media Integratio n STRATEGY
Social

            WHAT


      for              HOW
     whom
Hub	
  and	
  Outposts:	
  POEM	
  (Paid-­‐Owned-­‐Earned-­‐Media)	
  Framework	
  




                                                               Your	
  Website	
  
                                                                  And/or	
  
                                                                   Blog	
  




The	
  hub	
  of	
  efforts	
  is	
  your	
  website	
  and/or	
  your	
  blog,	
  and	
  that	
  is	
  where	
  we	
  want	
  to	
  drive	
  all	
  
traffic.	
  Depending	
  on	
  your	
  objec3ves,	
  we	
  want	
  to	
  integrate	
  the	
  social	
  media	
  into	
  your	
  
other	
  ac3vi3es,	
  to	
  amplify	
  those	
  efforts,	
  and	
  to	
  engage	
  with	
  your	
  stakeholder	
  audiences.	
  	
  
WHO   WHEN

WHERE      HOW

  WHY    WHAT
Implementation Qu
                  a   lity and CoNtrol:

             PlaN

   Refine                   DO

            CheCk
Four Keys to Success:
 1.    Determine the right tools for communication with
       your key constituents (multi-channel, including social media)
 2.    Monitor What’s Being Said
 3.    Join the Conversation
 4.    Evaluate End Results
Unique SoC IAL NETWORKS
CONTENT	
  
Refresh	
  °	
  Repurpose	
  °	
  Reformat	
  
Social	
  Media	
  Editorial	
  Scheduling	
  Calendar	
  
Response	
  Guidelines	
  




                             Source:	
  flickr.com/David	
  Armano	
  
Outgoing	
  Message	
  Guidelines	
  
Social	
  Media	
  Scorecard	
  
Social	
  Media	
  Scorecard	
  Charts	
  
ENGAGEMENT




TIME
Pro H ootSuite
                         CONTRA
   (or Similar)

Shared dashboard      M issing functions
  Message control      Integration w/
                       other Tools
   Scheduling +
   Other Functions        $$ ?

Tr acking/reporting
Best	
  Prac3ces	
  &	
  
             Guidelines:	
  TwiZer	
  
•  Shorter tweets are best.
•  Do not use Twitter's Retweet button on twitter.com
•  RULE OF THIRDS > aiming for 1/3 of your tweets as news/trends/links
  on your industry/issues, plus 1/3 as retweets/mentions/replies/
  engagement with others, plus 1/3 as talking about yourself (your
  products, your blog posts, your issues)
•  Timing/Frequency may vary based on your followers, but in general:
  Tweets are more likely to be read, clicked on, replied to and retweeted
  during the weekdays between the hours of 9am and 6pm (ET, or
  6am-3pm for PT).
Best	
  Prac3ces:	
  	
  
                      Facebook	
  &	
  Google+	
  
•  Length	
  is	
  not	
  an	
  issue	
  here,	
  but	
  catching	
  aZen3on	
  is,	
  so	
  visual	
  appeal	
  demands	
  
   a	
  photo	
  or	
  graphic	
  for	
  every	
  post	
  on	
  FB	
  or	
  G+.	
  
•  Content:	
  In	
  general,	
  we	
  recommend	
  aiming	
  for	
  a	
  mix	
  of	
  news/trends/links	
  on	
  
   your	
  industry/issues,	
  plus	
  tagging/likes/comments/engagement	
  with	
  others,	
  
   plus	
  some	
  posts	
  talking	
  about	
  yourself	
  (your	
  products,	
  your	
  blog	
  posts,	
  your	
  
   issues).	
  This	
  mix	
  varies	
  significantly	
  based	
  on	
  your	
  organiza3on's	
  industry	
  or	
  FB/
   G+	
  "personality."	
  
•  Timing/Frequency	
  recommenda3ons	
  on	
  FB	
  differ	
  for	
  B2B	
  and	
  B2C	
  accounts.	
  In	
  
   general,	
  one	
  FB	
  post	
  every	
  other	
  day	
  is	
  the	
  most	
  individuals	
  want	
  to	
  see	
  from	
  a	
  
   business	
  or	
  associa3on	
  page.	
  (Excep3ons	
  might	
  be	
  during	
  an	
  event.)	
  B2C	
  
   accounts	
  get	
  significantly	
  more	
  engagement	
  if	
  posted	
  on	
  weekend	
  acernoons,	
  
   especially	
  Sunday.	
  B2B	
  pages	
  do	
  not	
  show	
  significant	
  weekday/weekend	
  3ming	
  
   differences	
  on	
  Facebook,	
  though	
  blog	
  posts	
  have	
  tradi3onally	
  aZracted	
  
   aZen3on	
  on	
  weekends	
  late	
  in	
  the	
  morning	
  or	
  early	
  acernoon.	
  
Best	
  Prac3ces:	
  	
  
                   LinkedIn	
  
•  Unlike other networks, the culture on LinkedIn favors fewer updates
   via your personal profile, and frowns heavily on posts similar to your
   Twitter or Facebook accounts. A status update weekly or two times a
   week is okay.
•  Corporate LinkedIn pages have more flexibility since "followers" are
   not updated in the same way or as intrusively.
•  Each LinkedIn group has its own culture and preferred behavior.
   Always listen for a while to avoid sharing inappropriately.
•  There have been no timing preferences identified on LinkedIn,
   although their newer "LinkedIn Today" news service seems to be
   drawing more people to look there in the early mornings.
Best	
  Prac3ces:	
  	
  
                                   All	
  Pladorms	
  
•  Each	
  pladorm	
  has	
  a	
  dis3nct	
  culture	
  and	
  preferences,	
  as	
  well	
  as	
  ocen	
  
   different	
  audiences.	
  This	
  means	
  your	
  accounts	
  should	
  not	
  be	
  connected	
  so	
  
   that	
  a	
  LinkedIn	
  post	
  or	
  a	
  Facebook	
  post	
  automa3cally	
  also	
  goes	
  out	
  as	
  a	
  
   tweet,	
  or	
  vice	
  versa.	
  At	
  a	
  minimum,	
  each	
  message	
  should	
  be	
  op3mized	
  for	
  
   each	
  social	
  network,	
  as	
  noted	
  below.	
  (Note	
  that	
  this	
  also	
  applies	
  to	
  pos3ng	
  
   via	
  HootSuite.	
  That	
  is,	
  create	
  separate	
  Facebook,	
  TwiZer	
  and	
  LinkedIn	
  
   posts	
  -­‐-­‐	
  do	
  not	
  schedule	
  or	
  send	
  the	
  same	
  message	
  on	
  all	
  three	
  networks.)	
  
•  Try	
  to	
  use	
  HootSuite	
  or	
  a	
  similar	
  tool	
  whenever	
  possible	
  to	
  shorten	
  links	
  
   and	
  schedule	
  posts/tweets.	
  This	
  gives	
  us	
  the	
  most	
  reliable	
  tracking	
  and	
  
   sta3s3cs	
  on	
  how	
  many	
  people	
  clicked,	
  replied	
  or	
  re-­‐tweeted.	
  
•  Remember	
  you	
  do	
  not	
  "own"	
  these	
  media	
  pladorms,	
  and	
  they	
  can	
  (and	
  do)	
  
   change	
  their	
  rules	
  and	
  socware	
  regularly.	
  
Resources	
  
Paid,	
  Owned	
  and	
  Earned	
  Media	
  Channels:	
  	
  
Are	
  You	
  in	
  the	
  Right	
  Place?	
  
hZp://conversa3ons.marke3ng-­‐partners.com/2011/01/paid-­‐owned-­‐and-­‐earned-­‐media-­‐
channels-­‐are-­‐you-­‐in-­‐the-­‐right-­‐place/	
  
	
  
Mashable.com	
  	
  	
  [mul3ple	
  guides	
  &	
  current	
  trends]	
  
www.mashable.com	
  
	
  
Frameworks	
  Ins3tute	
  [consistent	
  messaging]	
  
www.frameworksins3tute.org	
  
	
  
Marke3ng	
  Partners	
  website	
  &	
  blog	
  
Presenta3on	
  Available	
  Online	
  
www.marke3ng-­‐partners.com	
  
Click	
  NEWS	
  &	
  RESOURCES	
  

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Social media integration for values-based organizations

  • 1. Welcome! Social  Media  Integra3on  for     Values-­‐Based  Businesses  &  Organiza3ons   Media  Training  webinar  
  • 2. A GE NDA e bas ics! Th epeat! 1. o-Ch eck-R P lan-D uite! 2. ol: H ootS Samp le To 3 . esou rces! Q & A, R 4.
  • 3. pODC ASTS wikis Netw o rk weblogs InterNet forums BLOGGING commuNity FE ED S S RS S NEWSGROUP BLOGS sOcial RATING VIDEOS media WEB 2 P ICTURES INTERNET .0 G GIN B LOG NICATIO N M ICRO COMMU BOOKMARKING
  • 4. Media Integratio n STRATEGY Social WHAT for HOW whom
  • 5. Hub  and  Outposts:  POEM  (Paid-­‐Owned-­‐Earned-­‐Media)  Framework   Your  Website   And/or   Blog   The  hub  of  efforts  is  your  website  and/or  your  blog,  and  that  is  where  we  want  to  drive  all   traffic.  Depending  on  your  objec3ves,  we  want  to  integrate  the  social  media  into  your   other  ac3vi3es,  to  amplify  those  efforts,  and  to  engage  with  your  stakeholder  audiences.    
  • 6. WHO WHEN WHERE HOW WHY WHAT
  • 7. Implementation Qu a lity and CoNtrol: PlaN Refine DO CheCk
  • 8. Four Keys to Success: 1.  Determine the right tools for communication with your key constituents (multi-channel, including social media) 2.  Monitor What’s Being Said 3.  Join the Conversation 4.  Evaluate End Results
  • 9. Unique SoC IAL NETWORKS
  • 10. CONTENT   Refresh  °  Repurpose  °  Reformat  
  • 11. Social  Media  Editorial  Scheduling  Calendar  
  • 12. Response  Guidelines   Source:  flickr.com/David  Armano  
  • 17. Pro H ootSuite CONTRA (or Similar) Shared dashboard M issing functions Message control Integration w/ other Tools Scheduling + Other Functions $$ ? Tr acking/reporting
  • 18. Best  Prac3ces  &   Guidelines:  TwiZer   •  Shorter tweets are best. •  Do not use Twitter's Retweet button on twitter.com •  RULE OF THIRDS > aiming for 1/3 of your tweets as news/trends/links on your industry/issues, plus 1/3 as retweets/mentions/replies/ engagement with others, plus 1/3 as talking about yourself (your products, your blog posts, your issues) •  Timing/Frequency may vary based on your followers, but in general: Tweets are more likely to be read, clicked on, replied to and retweeted during the weekdays between the hours of 9am and 6pm (ET, or 6am-3pm for PT).
  • 19. Best  Prac3ces:     Facebook  &  Google+   •  Length  is  not  an  issue  here,  but  catching  aZen3on  is,  so  visual  appeal  demands   a  photo  or  graphic  for  every  post  on  FB  or  G+.   •  Content:  In  general,  we  recommend  aiming  for  a  mix  of  news/trends/links  on   your  industry/issues,  plus  tagging/likes/comments/engagement  with  others,   plus  some  posts  talking  about  yourself  (your  products,  your  blog  posts,  your   issues).  This  mix  varies  significantly  based  on  your  organiza3on's  industry  or  FB/ G+  "personality."   •  Timing/Frequency  recommenda3ons  on  FB  differ  for  B2B  and  B2C  accounts.  In   general,  one  FB  post  every  other  day  is  the  most  individuals  want  to  see  from  a   business  or  associa3on  page.  (Excep3ons  might  be  during  an  event.)  B2C   accounts  get  significantly  more  engagement  if  posted  on  weekend  acernoons,   especially  Sunday.  B2B  pages  do  not  show  significant  weekday/weekend  3ming   differences  on  Facebook,  though  blog  posts  have  tradi3onally  aZracted   aZen3on  on  weekends  late  in  the  morning  or  early  acernoon.  
  • 20. Best  Prac3ces:     LinkedIn   •  Unlike other networks, the culture on LinkedIn favors fewer updates via your personal profile, and frowns heavily on posts similar to your Twitter or Facebook accounts. A status update weekly or two times a week is okay. •  Corporate LinkedIn pages have more flexibility since "followers" are not updated in the same way or as intrusively. •  Each LinkedIn group has its own culture and preferred behavior. Always listen for a while to avoid sharing inappropriately. •  There have been no timing preferences identified on LinkedIn, although their newer "LinkedIn Today" news service seems to be drawing more people to look there in the early mornings.
  • 21. Best  Prac3ces:     All  Pladorms   •  Each  pladorm  has  a  dis3nct  culture  and  preferences,  as  well  as  ocen   different  audiences.  This  means  your  accounts  should  not  be  connected  so   that  a  LinkedIn  post  or  a  Facebook  post  automa3cally  also  goes  out  as  a   tweet,  or  vice  versa.  At  a  minimum,  each  message  should  be  op3mized  for   each  social  network,  as  noted  below.  (Note  that  this  also  applies  to  pos3ng   via  HootSuite.  That  is,  create  separate  Facebook,  TwiZer  and  LinkedIn   posts  -­‐-­‐  do  not  schedule  or  send  the  same  message  on  all  three  networks.)   •  Try  to  use  HootSuite  or  a  similar  tool  whenever  possible  to  shorten  links   and  schedule  posts/tweets.  This  gives  us  the  most  reliable  tracking  and   sta3s3cs  on  how  many  people  clicked,  replied  or  re-­‐tweeted.   •  Remember  you  do  not  "own"  these  media  pladorms,  and  they  can  (and  do)   change  their  rules  and  socware  regularly.  
  • 22. Resources   Paid,  Owned  and  Earned  Media  Channels:     Are  You  in  the  Right  Place?   hZp://conversa3ons.marke3ng-­‐partners.com/2011/01/paid-­‐owned-­‐and-­‐earned-­‐media-­‐ channels-­‐are-­‐you-­‐in-­‐the-­‐right-­‐place/     Mashable.com      [mul3ple  guides  &  current  trends]   www.mashable.com     Frameworks  Ins3tute  [consistent  messaging]   www.frameworksins3tute.org     Marke3ng  Partners  website  &  blog   Presenta3on  Available  Online   www.marke3ng-­‐partners.com   Click  NEWS  &  RESOURCES