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1
2 Using Facebook & Social Media to Power Up your Engagement Barbara Talisman
3 Initiate the Relationship Initiate the Relationship by reaching out to the places where your target audience aggregates Motivate Visitors to take a specific action by optimizing your web presence to drive response Relationship Activate alumni and parents and empower them to become advocates for your organization Facilitate the Relationship by leveraging the web as a platform, not just a channel
4 Initiate the Relationship... What do we need in order to successfully continue the relationship with the visitor? Permission to continue the conversation addresses Awareness of social media outlets Engage them in the communication with you and others
5 Target Audiences Identify your supporters that are social influencers and develop specific messaging to motivate them to become advocates Segment by influence, prioritize by potential Passive Majority Engaged Minority Connected Authority
6 Online Listening Social media policy See OCS guidelines Who will do the listening and responding? What is your response policy to criticism/praise/questions? How much time is allocated? How will you analyze and share results? What are the benchmarks to measure usefulness? Beth Kanter, Listening Literacy
7 Strategic Engagement Plan Ask Age? Gender? Geography? Socioeconomics? Profile the online behavior of your constituents Forrester s Consumer Profile Tool Audience Description - Primary Objective - Secondary Objective - Known Constraints year old, upper-middle class female Cultivation, Constituent Engagement Constituent Relations # of staff admins? 1 Daily Time Allotment? 30 min Budget? $0 Existing SM Policies? No policy manual Choose a single, measurable objective that is most important. If secondary objective must be met, it remains 2 nd. Summary of Strategy - 1/12 th - News Outlet 11/12 th - Cultivation and engagement Content discovery and republication, focusing on constituent-centric engagement strategy that attempts to maintain an 12 to 1 ratio of updates that focus on friending and following. Daily effort to friend/follow/engage An overall strategy must be informed by your audience, objectives and constraints. Strategies are different than tactics.
8 Listen Tactics Tools - Time Used with Creative Commons permission from Beth Kanter Participate Generate Buzz Share Content Community Building & Social Networking 5hr 10hr 15hr 20hr Less Time More Time
9 Measurement Facebook.grader.com Insights on Facebook for Admins only Interaction Measure links from Facebook to website Surveys Base line onward
10 Groups v. Fan Pages Unlike groups, fan pages are visible to unregistered people and are thus indexed (important for reputation management) Unlike pages, groups allow to send out bulk invite (you can easily invite all your friends to join the group while with pages you will be forced to drop some invites manually) Groups are thus better for viral marketing, meaning that any group member can also send bulk invites to the friends of his Pages are generally better for a long-term relationships with your fans, readers or customers Groups are generally better for hosting a (quick) active discussion and attracting quick attention
11 Groups v. Fan Pages
12
13 USA/
14 Used to schedule updates to multiple locations Feedback and Statistics Measure effectiveness through easy reports
15 Visualize Your Workflow
16 Tactical Matrix TACTICAL MATRIX - Overall Blog Specific Facebook (Profile) Specific Infrastructure Tactics SET UP YouTube channel SET UP - Hootsuite.com SET UP - Gmail account for admin/signups SET UP Disqus - Comment moderation efficiency SET UP - WordPress to Hootsuite SET UP Add comments with # link to front page entries, Add Blog nav to homepages SET UP - WordPress to Disqus Listening Tactics SET UP - GoogleReader - Read/Scan Alert feeds - 10 Minutes M,R Technorati.com keyword search, blogs fed to Google Reader - 5 Minutes T Scan recent newsfeed for mission oriented content being shared 3 Minutes F Content Tactics Friend/Follow Tactics Others Found Content Find and follow (in FB/Tw) scheduled for daily publish constiuents, using gmail thru Hootsuite - contact list - 8 Minutes M,R 10 Minutes every other F Cross Promote in specific channels with other channels on rotating basis 3 Minutes W Existing Internal Strategy Google alert and Technorati.com discovered blogs fed to Google Reader - 3 Minutes T Reshare any discovered content (attributing it to the friend who you discovered it from) with 2 Minutes F Scan friend requests and approve all real people, block spammers, ignore others- 1 Minute daily Engagement Tactics Comment on others discovered blog posts- 15 Minutes T Engage informally with full awareness of your blended online persona- Unscheduled Daily Facebook (Pages) Specific Twitter Specific YouTube Specific SET UP - Hootsuite to Scanning read of wall and Northwoods League fan page discussion board comments- 2 Minutes Daily SET UP - Hootsuite to Northwoods League twitter SET UP - Keyword searches in Hootsuite SET UP - Keyword searches to Google Reader - Scanning or Direct messages- 2 Minutes Daily SET UP - Establish standing Monitor comments on request for native video from uploaded videosall internal sources 5 Minutes W SET UP - YouTube to Upload native videos with full description and tags - 10 Minutes W Invite recent Profile friends to fan pages, with status update rotate biweekly invite to various fanpages - 5 Minutes every other F Scan followers and follow back all real people, block spammers, ignore others- 1 Minute daily Youtube.com keyword search and subscribe to mission oriented content providers- 5 Minutes W Reply to any comments, questions or discussions- 2 Minutes Daily Reply to or DM- 2 Minutes Daily RT user (and follow user) from keyword hootsuite searches 5 Minutes M,R
17 Daily Tactics Monday Tuesday Wednesday Thursday Friday Google Reader Read/Scan -10 add feeds - 3 comment on blogs - 15 Read/Scan -10 Hootsuite Schedule Updates -8 RT and Follow - 5 Schedule Updates -8 RT and Follow - 5 Facebook Profile Facebook Fan Page accept friends - 1 accept friends - 1 accept friends - 1 accept friends - 1 friend using gmail 10 every other week scan newsfeed/ reshare - 2 accept friends - 1 read/reply to comments - 4 read/reply to comments - 4 read/reply to comments - 4 read/reply to comments - 4 read/reply comments - 4 invite friends to fan - 5 every other fri Twitter YouTube Reply & DM - 4 Follow back - 1 Reply & DM - 4 Follow back - 1 Reply & DM - 4 Follow back - 1 Monitor comments - 5 Upload vids - 10 search/subscribe - 5 Reply & DM - 4 Follow back - 1 friend using gmail 10 every other week Reply & DM - 4 Follow back -1 Technorati search for feeds - 5 Overview cross promote - 3 Minutes
18 Sharing Content Take time to create content that addresses any recurring questions your constituency is asking. This content does not necessarily need to relate directly to the mission of your organization. You are preparing content that will be genuinely helpful. Listen for where and when your content can be used to help a conversation or answer a question. Answer the questions by directing people to the content you have created.
19 Engage on Your Page Establish credibility within your engaged following network of people Once established, the group of people you are in conversation with will begin knowing where your expertise lies. Inviting an engaged follow-ship into a custom social network becomes easy. Be sure to determine the kind of community or social network you open is based on the people, objectives and strategy you have established.
20 Tactical Matrix TACTICAL MATRIX - Infrastructure Tactics Listening Tactics Content Tactics Friend/Follow Tactics Engagement Tactics Overall Blog Specific Facebook (Profile) Specific Facebook (Pages) Specific Twitter Specific YouTube Specific This work is licensed under a Creative Commons Attribution 3.0US license by Michael Ames, please use and adapt, just give credit.
21 Daily Tactics Monday Tuesday Wednesday Thursday Friday Google Reader Hootsuite Facebook Profile Facebook Fan Page Twitter YouTube Technorati Overview This work is licensed under a Creative Commons Attribution 3.0US license by Michael Ames, please use and adapt, just give credit.
22 Resources ook-group-vs-facebook-fan-page-whatsbetter/7761/#ixzz1dggl4u6o
23 Need More? Linkedin.com/in/barbaratalisman Facebook.com/btalisman
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