Social media for national association for state workforce agencies

Social Media Workshop for
State Workforce Agencies

Social Media
February 12, 2013
Strategist/Author/Speaker
#NASWA
@NhatPham
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© MMXIII SUCCESSWERKS. Do Not Copy or
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Background

 Refugee from Vietnam
 Sales & Marketing
 Been in Internet since
90’s
 Technology “Nut”
 Love People
Phamily Guy

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Agenda
I. Introduction

II. Best Practices &
Case Studies

III. Engagement Strategy

IV. Managing Social Media

V. Next Steps
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Mission

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© MMXIII SUCCESSWERKS. Do Not Copy or 5
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Market

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Message?

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Method

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Media Mix

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Metrics

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Metrics

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HOT SEAT

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HOT SEAT

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HOT SEAT

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Best Practices

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General Best Practices

Online. Offline. Inline.

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Timely Response

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Tell a Story…

…thru social media

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Stay on top of social media changes

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Measure and Analyze

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Best Practices
 Post Consistently

 Use Pareto's Principle: 80/20 Rule

 Use Compelling Content

 Listen Louder

 Be Social

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Best Practices
Post Consistently

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Best Practices
Use Pareto's Principle: 80/20 Rule

Educational
Entertainment vs Promotional
Engagement
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Best Practices
Use Compelling Content

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Best Practices
Listen Louder

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Best Practices
 Keywords/phrases Listen Louder

 Google Alerts

 Follow hashtags

 Create streams

 80/20 Listening

 Search
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Social Networking Rule

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Case Study: Air Force

5M’s 28
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DO
Use SM to promote people and organizations
Build community promoting feedback
Include images, videos and blogs
Update content regularly with solid information
Link back to other sites
Remember OPSEC* at ALL times
Stay in your lane –focus on what you know
Play nice
Avoid the offensive
Register organizational SM site with 434 ARW/PA
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DON’T
Use SM to make political or inflammatory statements
Respond negatively to feedback
Include unprofessional content
Let your page go unchecked
Use trademark items
Post times, locations or operation specifics
Give your opinion on things outside your area
Post things you wouldn’t want your mother to see
Violate Privacy
Hide your site from the military or the public
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DON’T

Use SM to make political or inflammatory statements
Respond negatively to feedback
Include unprofessional content
Let your page go unchecked
Use trademark items
Post times, locations or operation specifics
Give your opinion on things outside your area
Post things you wouldn’t want your mother to see
Violate Privacy
Hide your site from the military or the public
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Case Study: Career Prospectors

I. Mission

II. Message

III. Market

IV. Method

V. Metrics

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HOT SEAT

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Identifying your Tribe
 Demographics

 Networks

 Industry

 Education

 Cause

 Language/Culture

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C-Level of Social Marketing Success™

Cultivate Common Cause
 Find your why
 It doesn’t have to be warm & fuzzy
 Connect to them on emotional level

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Connect the Dots

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Cross-pollinating

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Cross-pollinating

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Content

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Campaigns, Contests & Content

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Campaigns

 Mission or Cause

 One Message @ a Time

 Find Influencers

 Nurture the Movement

 Call to Action
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Contests
 Compelling

 Keep It Simple

 Call to Action

 Cross Pollinate

 Create Urgency
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Best Practices
Use Pareto's Principle: 80/20 Rule

Educational
Entertainment vs Promotional
Engagement
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Best Practices
Use Compelling Content

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Add Value
Content is King

Content is Cash
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Compelling Content

Stories
Stories
Discussions
Discussions
Instructionals
Instructionals
How-to’s
How-to’s
 Education
 Education

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Dashboards

 Hootsuite

 Radian 6

 SW Dashboard

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Dashboards & Management

 Monitor

 Schedule

 Plan

 Assign

 Respond
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Exercise

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Keys to SUCCESS

 Build Relationships

 Add Value

 Have a Plan

 Find Your Voice

 Call to Action

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Next Steps
 Key Stakeholders

 5 M’s

 Get Creative

 Get Feedback

 Tweak/create plan

 Call to Action
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Contact
Nhat Pham
npham@successwerks.com
804.708.7637

RoadWarriorShow.com
Monday’s 9AM ET

in/NhatPham

/NhatPham

Gplus.to/NhatPham

/NhatPham

@NhatPham
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Demographic Sites
 Alexa - Comparative site traffic reports.
Includes estimated reach, rank and page views

 Quantcast - It allows you to compare multiple
web sites in one handy chart. Estimates only of
monthly visitor data.

 Compete - Competitor site traffic reports.
Estimates only of monthly visitor data.

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Sample Social Marketing Calendar

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Industry Priorities

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