This document outlines a presentation on using social media to support organizational development. It discusses getting started with social media and engaging communities online. The presentation covers defining communication goals and metrics, researching target audiences, selecting appropriate channels, and developing a content and implementation strategy. Tactics discussed include developing an organizational identity, creating an editorial calendar, and mapping social media metrics to goals. The purpose is to help organizations effectively utilize social media to connect with customers and stakeholders.

1. To Support Your Organization
Professional Development Fridays
@laurapasquini May 16, 2014
Southlake, TX #SocialSouthlake

4. Image c/o CRUSTINA! http://www.flickr.com/photos/crustina/3196036316/
Who gets social (media)?
Tell me about it.

5. Agenda
•Getting Social (Media)
•Content Not Just Marketing
•Growing Your Community
•Building Your Strategy
•Measuring Your Progress

7. Get Social Media
(why?)

8. Image c/o Luke Mahan http://www.flickr.com/photos/kremovich/4471473109/
Web 2.0
#SocialMedia
Social Web
New Media
Transmedia
Emerging
Tech

16. What are your
customers
saying?
Do you
know?
Are you
social
enough?
http://bitly.com/TwitterChatSchedule

18. Flickr photo c/o hoodlumper
“Focus on connecting
with the people, and
the tools will all make
sense.”
~Chris Brogan

19. 1. Be social
2. Respond
3. Share
4. Connect
5. Start the conversation
6. Keep it going: make time
Flickr photo c/o furiousgeorge81
Be a Participant

20. Community
Engagement
(why?)

22. The Power of Crowd(sourcing)

23. A picture is worth…

24. 69,000 photos from customers
#AApic

25. What the hashtag?
Hashtags
rock.
Tweet,
yeah!

28. #ugstJOUR
http://ugstjour.wordpress.com/

29. 29

30. SocialConnection

31. Peer-to-Peer Education

34. Via @intersection1
http://www.intersecti
onconsulting.com/
Cultivate an Active Social Network

35. • Start lurking & exploring
• Be active – create a profile & get talking
• Engage with your clients & customers
• Read at resources shared
• Ask questions
• Post challenges
• Don’t just push information out
• Market less, interact more
• Have a personality and not a bot online
Engage Your Community

37. Define Your
Communication
Mission & Goal
(why?)

38. Mission & Goals for
Communication
© Mark Smiciklas Intersection Consulting

39. Wiggins & McTighe, 2005

41. Conduct Your
Target Audience
Research
(why?)

43. Internal Considerations
•Collaboration
•Knowledge sharing
•Cost saving strategy
•Transparency
•Talent acquisition

44. External Considerations
•Customer engagement
•Promote goods & services
•Feedback from clients
•Provide real-time resources
•Interactive communication
channel

45. Select Your
Communication
Channels
(why?)

47. Image c/o http://blog.us.cision.com/wp-content/uploads/2009/12/SM-Policy-Image.bmp
Where do
your
consumers
get social?

48. Platform Considerations
•Channel options – testing &
exploring
•Related to goals
•Community use

49. Needs Assessment
1. Determine Goals
2. Determine Resources
3. Create, Design, and Edit
4. Pilot the Social Media Launch
5. Review and Evaluate
6. Update: Keep, Change, Toss

50. Purpose of Interactions
•Engagement
•Subscribers
•Activity
•Reach
•Visits

51. Content
(why?)

54. Connect, rather than
market.

57. Reflection
http://techknowtools.wordpress.com/

63. Identify Tactics &
Resources
(why?)

65. Develop an Identity
Do you like spam? Do
you like “bots”?
Customers don’t either.
What is your
organizational brand?
What information do
you want to share?
Start with these
questions, and then add
in personality and
variety.
@julieclarsen
Via @julieclarsen

67. Identify an
Implementation
Schedule
(why?)

68. Managing your time & resources…

71. Editorial Calendar and Content
Assessment
Via @julieclarsen
- Building Interaction
- What information is
necessary?
- Passive is not bad
- Free, fast and fun

73. Map Social Media
Metrics to Goals
(why?)

74. 74

75. Measure & Assess
Reaction:
Did they like it? Feedback or comments? Likes?
Usability:
Did they use it? Did customers engage? How? Easy?
Behavior:
Is there a changed behavior? Difference in customer
service & feedback?
Results:
Is there an overall benefit? What? Meets goals?

76. ANALYTICS
-Google Analytics
-Social Network Analysis
-Twitter search
Hashtags (#) – Hashtracking.com
Interactions
Followers & RTs & @ mentions
-Content Management
Bufferapp.com
Hootsuite.com
Facebook Insights
SocialBro.com
Collecting data

77. Facebook Insights

78. Facebook Insights

79. Hootsuite.com

80. Bufferapp.com

81. SproutSocial.com

85. Stay connected #SocialSouthlake
http://bit.ly/SocialSouthlake