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The key to understanding how social media applies to
your company, is to understand my job ::

Yes, I take pictures.

Writ...
The key to understanding how social media applies to
your company, is to understand my job ::

Yes, I take pictures.

Writ...
Casey Trees – Social Media

We are currently on:

• Flickr
• YouTube
• Wordpress
(website/ blog)
• Twitter
• Facebook
• Li...
Now that you understand the what
to social media, it’s important you
understand the why.
– Marketing
– Engagement/ Informa...
Now that you understand the what
to social media, it’s important you
understand the why.
– Marketing
– Engagement/ Informa...
Now that you understand the what
to social media, it’s important you
understand the why.
– Marketing
– Engagement/ Informa...
..which leads us to analytics.
• Twitter
– Metrics: @mentions, retweets (RT), etc.
– Provides no capacity for analysis..ye...
..which leads us to analytics.
• Facebook
– Metrics: Likes, Page likes, comments,
shares..reach, engaged users, virality r...
Analytics across other platforms:
• Foursquare
– Simple design, basic (but valuable) metrics
• Check-ins, unique customers...
Last but not least.. Policy.
• You have employees or coworkers on it already.
Guaranteed.
• Soo.. I guess we need a policy...
Casey Trees’ social media culture
• The same way it’s our shared mission to help
plant trees throughout DC, it’s an opport...
But..
• One of two red flags are immediately being raised
in your heads right now:
– For directors/ executives: “I don’t w...
Start the process of putting together a
social media policy.
• “compliant and consistent standards for our
organization’s ...
Tim’s Short List of Do’s and Do Not’s
•Do Not:
•Vent. “I hate my job.”
•Complain about the constituency.
•Don’t share pers...
If you don’t feel comfortable sharing these things
yourselves, or if you don’t have a personal account
on a social platfor...
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  1. 1. The key to understanding how social media applies to your company, is to understand my job :: Yes, I take pictures. Write stuff. Answer questions. Occasionally, tweet.
  2. 2. The key to understanding how social media applies to your company, is to understand my job :: Yes, I take pictures. Write stuff. Tell stories!! Answer questions. Occasionally, tweet.
  3. 3. Casey Trees – Social Media We are currently on: • Flickr • YouTube • Wordpress (website/ blog) • Twitter • Facebook • LinkedIn? Exploring the potential of: • • • • Instagram Google+ Pinterest Foursquare
  4. 4. Now that you understand the what to social media, it’s important you understand the why. – Marketing – Engagement/ Information sharing – Customer service – Resource development
  5. 5. Now that you understand the what to social media, it’s important you understand the why. – Marketing – Engagement/ Information sharing – Customer service – Resource development But at the core of all of these are..
  6. 6. Now that you understand the what to social media, it’s important you understand the why. – Marketing – Engagement/ Information sharing – Customer service – Resource development But at the core of all of these are.. Demographic collection.
  7. 7. ..which leads us to analytics. • Twitter – Metrics: @mentions, retweets (RT), etc. – Provides no capacity for analysis..yet. Only those who purchase “promoted tweets” have Twitter-based analytics available to them • https://dev.twitter.com/blog/introducing-twitter-web-analytics • https://business.twitter.com/advertise/analytics/ – Must be done through third party software (or a really, really big team of data analysts) • • • • • • Hootsuite (only one not free – and only one that archives for you) Twenty Feet The Archivist Twitonomy Twitter Counter Tweetstats
  8. 8. ..which leads us to analytics. • Facebook – Metrics: Likes, Page likes, comments, shares..reach, engaged users, virality rate.. • Provide a rich analytics capacity to their Pages (nonindividual profiles) • Stores information for roughly 12 months – Demographics & location: • Gender and age ranges • Location by country, city, and language • Like/ Unlike sources (page, timeline, mobile, search results)
  9. 9. Analytics across other platforms: • Foursquare – Simple design, basic (but valuable) metrics • Check-ins, unique customers, likes, long-term engagement, top/ recent visitors/ mayors, check-ins shared via other platforms.. • Youtube & Flickr – Picture/ video views, comments, shares, etc. • Wordpress is fully integratable with Google Analytics – Provides you with rich capacity to record, store, and breakdown everything from pageviews to bounce rate to time-on-page…etc.
  10. 10. Last but not least.. Policy. • You have employees or coworkers on it already. Guaranteed. • Soo.. I guess we need a policy. • “A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world.” • How do we ensure no mistakes? • • • Policy should be more about what employees can do and best practices for social media use versus all the things employees can't or shouldn't do on social media. Clear guidelines will ensure that your company brand is enhanced and that your reputation is not sullied by an errant remark. http://www.inc.com/guides/2010/05/writing-a-social-mediapolicy.html
  11. 11. Casey Trees’ social media culture • The same way it’s our shared mission to help plant trees throughout DC, it’s an opportunity that we all share to help tell the stories and cultivate those relationships as well. • Some coworkers are already doing it…
  12. 12. But.. • One of two red flags are immediately being raised in your heads right now: – For directors/ executives: “I don’t want staff just playing around on their personal accounts all day.” – For all: “I don’t want to mix my work and personal worlds – especially on the computer.” • It’s important that you understand – this is not mandatory. But it can provide you, your department and your company with some pretty high returns.
  13. 13. Start the process of putting together a social media policy. • “compliant and consistent standards for our organization’s social media presence.” • Basically, you should try to provide: – Tactics for important situations – Procedures to inform decisions of all staff – Definitions for a variety of actions • But until then, here are some general guidelines to go by..
  14. 14. Tim’s Short List of Do’s and Do Not’s •Do Not: •Vent. “I hate my job.” •Complain about the constituency. •Don’t share personal info about coworkers. •Do: — Take a picture! — Jot down some quick notes. ― Have a conversation.. • ..and record that name!
  15. 15. If you don’t feel comfortable sharing these things yourselves, or if you don’t have a personal account on a social platform.. Email them to me. I’ll post them as “Casey Trees.” thoagland@caseytrees.org

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