Blair Browning, Ph.D Jimmy Sanderson, Ph.D

Transcription

1 Blair Browning, Ph.D Jimmy Sanderson, Ph.D

2 Internet platform that has the following characteristics (3 C s): Create and exchange information Collaboration among users Community

3 Many platforms, but the most prominent are: Facebook Twitter Instagram YouTube LinkedIN Pinterest Snapchat

4 1 Billions Users worldwide (approx 20% of world s population) Share content with Friends or by liking page No length restriction 2.5 billion pieces content shared daily

5 560 million active users Limits messages (tweets) to 140 characters, can embed links Photos/Videos 5,700 tweets every second Accounts begin with sign Connect by following another user

6 Re-tweet re-transmitting another Twitter user s message Hashtags uses the # sign to group conversations Express Personality Search tool Mentions posts by other users that mention your Twitter account

7 Photo and Video Sharing site 150 million active users Use Filters to enhance photographs Follow other users Comment function

8 Video sharing site 1 billion visitors each month 6 billion hours of video watch each month (approx 1 hour for every person on the Earth) 100 hours uploaded every minute Per Nielsen, YouTube reaches more adults in bracket than any cable network

9 Business Networking Site More Professionally Oriented Join Groups and converse 277 million users 64% of all visits from social media channels to corporate websites

10 The Power of Social Media lies in it capability to build and develop relationships! Relationship Building and Cultivation should be the underlying principle guiding social media strategy Listen, Listen, Listen! Invite and Engage

11 Building Relationships Brand and Message Feedback Mechanism Shape the Discussion

12 Building Relationships Liking Facebook pages of partners and potential partners Making sure to engage when key partner has extended interaction

13 Following key stakeholders on Twitter Initiating Interaction with those stakeholders Especially when they start the interaction

14

15 Exponentially increases the audience Allows you the ability to create and shape messages Gets your viewpoint/organizational news out frequently with minimal time/cost

16 Make sure and mention partners social media pages in postings Coordinating in advance: Planned Events and Sponsorships on Social Media Social media, by its nature, encourages people to share information Key data for organizations

17 Listening provides opportunity to respond = ENGAGE Giving people the opportunity share in the experience Let people know how they can share Hashtags (#NFHSBoston) are a great way to do this

18 Sharing what makes your Association (brand) distinct What is it that makes your Association stand out? How are programs branded? How are partnerships branded?

19 People no longer call numbers, they now give feedback on social media good or bad Provides an Opportunity to Respond and Build Brand Advocates Responses are good, but look for ways to integrate a higher level of customer service

20 Social Media enables users to shape or frame messages Shift narratives and introduce other ways of talking about issues

21 Twitter The Hub points people where they need to go Real-Time Response Linking to Content on Facebook, Instagram, and YouTube and outside content (e.g., mentioning current and potential partners, esp. media) Connecting to Larger Audience - Invite Using Hashtags to Promote Conversations about Issues and Events

22 Facebook ShowRoom Getting People to Look at Product ( Insider Access ) Promoting content on Other Platforms Inviting people to share experiences and thoughts Responding to and reinforcing audience feedback Tracking Events

23 Instagram Art Gallery Visually showcasing what you have to offer Use hashtags to encourage people to share their experiences with your organization Responding and engaging to audience feedback

24 YouTube TV Station Videos of your organization and what makes it unique Needs to be consistent and frequent, otherwise people will turn the channel Content has to be promoted from Twitter and Facebook

25 Designating a Voice within the organization Who are the people who will be handling social media? Has to be an investment Organizations need to set boundaries (guidelines) for social media activity Permanence of Message (Screenshots)

26 Identifying goals and audiences Does the message reflect my overall goal? Did I fully engage the people I had the potential to engage? For example, re-tweet AND respond/mention Social Media content (EVERY message/post) is then driven by these two factors

27 Listening and engagement have to be a priority What would you do if the person making the comment said it face-to-face? Practice CPR: Consistent Personalized Response Developing a mindset/culture of sharing and inviting

28 Observe Look at brands/organizations that are active on social media and see what they do Jump In! Don t be afraid to take risks! Not everything you do will be a home run and that s OK Overcoming resistance social media can be a differentiator, but requires investment and buy-in

29 For organizations, the power of social media lies in building and developing relationships

30 Blair Jimmy