'

Measuring and Managing A Social Media Presence Beth Kanter Author, Speaker, and Trainer

Понравилась презентация – покажи это...





Слайд 0

Measuring and Managing A Social Media Presence Beth Kanter Author, Speaker, and Trainer November, 2014 - PIO Peer Session


Слайд 1

Beth Kanter: Master Trainer, Author, and Blogger @kanter


Слайд 2

To leave the room with one idea to develop and try Agenda OUTCOMES Interactive Co-Learning FRAMING Measuring and Managing Social Media Presence http://bethkanter.wikispaces.com/nasaa-pio -Strategy -Content Optimization -Measurement -Time Saving Tips


Слайд 3

So many questions! Only 30 minutes! http://bethkanter.wikispaces.com/nasaa-pio


Слайд 4

Networked Organizations: Maturity of Practice Linking Social with Results and Networks Pilot: Focus one program or channel with measurement Incremental Capacity Ladder of Engagement Content Strategy Informal Champions Strategy Best Practices Measurement and learning in all above Communications Strategy Development Network Mindset and Map Culture Change Network Building Formal Champions – internal/external Strategy Multi-Channel Engagement, Content, and Measurement Reflection and Continuous Improvement


Слайд 5

Maturity of Practice: Crawl-Walk-Run-Fly 1 2 3 4


Слайд 6

Survey Response: Integrated Social Media Strategy Consideration of communications strategy with SMART objectives and audiences and strategies for branding and web presence. Social Media is not fully aligned. Strategic plan with SMART objectives and audiences for branding and web presence, include strategy points to align social media for one or two social media channels. Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and informal champions/influencer program and working with aligned partners. Uses more than two social media channels. Strategic plan with SMART objectives and audience definition. Includes integrated content, engagement strategy, and formal champions (Internal/external) influencer program and working with aligned partners. Uses more than three social media channels. Formal process for testing and adopting social media channels.


Слайд 7

SMARTER SOCIAL MEDIA: POST FRAMEWORK Flickr Photo: graceinhim POST


Слайд 8

POST APPLIED: MENTALHEALTH.GOV


Слайд 9


Слайд 10

PEOPLE: Artists and people in their neighborhood OBJECTIVES: Increase engagement by 2 comments per post by FY 2014 Content analysis of conversations: Does it make the organization more accessible? Increase enrollment in classes and attendance at events by 5% by FY 2014 10% students /attenders say they heard about us through Facebook, Instagram, or Twitter STRATEGY Show the human face of artists, remove the mystique, get audience to share their favorites, connect with other organizations. TOOLS Focused on Facebook, Twitter, and Instagram to use best practices and align engagement/content with other channels which includes flyers, emails, and web site. POST APPLIED: ARTS NONPROFIT


Слайд 11

Who are they? What social channels do they use? What are info are they currently seeking? What are they sharing on social channels? What influences their attitudes? What influences their decisions? What’s important to them? What do they care about? What makes them act? POST: PEOPLE - KNOW YOUR AUDIENCE


Слайд 12

POST: DEFINE YOUR AUDIENCE


Слайд 13

Consumers: The Landscape of Social Media Users in the US


Слайд 14

Audience Perception VS Reality http://www.bethkanter.org/social-research/


Слайд 15

Important Social Sites for Nonprofits Source: Nonprofit Marketing Guide


Слайд 16

Nonprofits Use of Social Media Source: Nonprofit Marketing Guide


Слайд 17

Nonprofits Use of Social Media Source: Nonprofit Marketing Guide


Слайд 18

Influencers: Journalists Source Washington Post


Слайд 19

Influencers What do you want to accomplish w/ influencer engagement via social? Identify policy makers that are your influencers Find and follow them on social media channels Evaluate if feeds are being used Monitoring their streams Engage with them as appropriate Measure, Refine, and Repeat 4,5,6


Слайд 20

Summarize Your Insights: Use Personas


Слайд 21

POST: DEFINE OBJECTIVES and METRICS


Слайд 22

POST: DEFINE OBJECTIVE AND METRICS


Слайд 23

POST: SOCIAL STRATEGY


Слайд 24

United Ways of California www.unitedwaysCA.org Editorial Calendar Template: http://www.lightboxcollaborative.com/2015-editorial-calendar POST: EDITORIAL CALENDAR


Слайд 25

POST: CONTENT OPTIMIZATION FOR SOCIAL


Слайд 26

POST: CONTENT OPTIMIZATION FOR SOCIAL


Слайд 27

Social Content Optimization Focus on publishing high-quality, engaging, relevant content Optimize sharing widgets Timing and Frequency Write headlines 25x Use images/visuals, but vary type of content and test Clear to call to action Test, Test, Test


Слайд 28

POST: CONTENT OPTIMIZATION FOR SOCIAL


Слайд 29

Social Content Optimization


Слайд 30

Write 25 headlines, pick the best ones to test Don’t give it all away in the headline Also, don’t give it all away in the excerpt, share image, or share text Don’t be shrill. Don’t form an opinion for the end user. Let them do that Don’t depress people And don’t over-think it. Some of your headlines will be terrible. Accept it and keep writing Lastly, be clever. But not TOO clever More Headline Tips: http://www.scoop.it/t/content-and-curation-for-nonprofits/?tag=Headlines Social Content Optimization


Слайд 31

Write Better Headlines


Слайд 32

Measuring Your Content


Слайд 33

Facebook: Measuring Reach and Engagement


Слайд 34

Centre Gives & Social Media Strategy Increase Website Traffic/Donors Before the 2013 Centre Gives, monthly website traffic hovered around 400 visitors per month. The May and August spikes in traffic are focused around Centre Gives and inviting Facebook friends of staff/board. A media strategy supported by social media has significantly increased our monthly website visits. 2013 Centre Gives Internal Champions Google Analytics: Traffic Referrals


Слайд 35

Social Media: Time Box Tasks Use your mobile phone for browse and engage Use “found time” in between meetings Use scheduling tools and automation Batch create content


Слайд 36

Social Media: Use Automation Tools Wisely Don't automate everything Automate repetitive tasks Automate at ideal times Automate a mix of content types Automate evergreen content Maintain a live presence to respond Automate during vacations


Слайд 37

Takeaways: Share Pairs Implement: What’s one tip or technique that you can put into practice next week to improve your social media strategy?


Слайд 38

Thank you! www.bethkanter.org www.facebook.com/beth.kanter.blog @kanter on Twitter


×

HTML:





Ссылка: