Building a Solid Social Media Strategy

  • View
    430

  • Download
    0

Embed Size (px)

DESCRIPTION

 

Transcript

  • 1. Building a Solid SocialMedia Strategy Caroline Devereaux, AIABaltimore Katie Hitt, Assoc. AIA, AIA Dallas Sybil Walker Barnes, AIA National
  • 2. Why create asocial media strategy?
  • 3. Without clear direction, social media can pull you in many different directions.
  • 4. Clear goals and objectives can help your chapter avoid Wasted time Wasted effort Social media fatigue Missed opportunities
  • 5. How do we decide what channels to use, orwhat people to engage, andwhat conversations to join?
  • 6. social media strategy
  • 7. Like all conversations, the key toeffective socialmedia use beginsand ends withlistening.
  • 8. From . . . To . . . Back to . . .
  • 9. Listen to yourself
  • 10. What channels do you currently use?
  • 11. What tone do these channels convey?Who is your intended target audience?Do these channels reach your targeted audience?
  • 12. More important, Where do these channels fall short? Are there people you should be targeting but arent?
  • 13. Who are you trying to reach? Social Technographics Ladder,TM Forrester Research Group, 2009
  • 14. Asking questions Reminds you who you are andwho you want to be Shows how social media cancomplement your overall mission
  • 15. Listen to others
  • 16. Start listening toMentions of your chapter namePopular architectural sitesBlog commentsOther AIA chaptersAffiliate groups
  • 17. Free Listening Tools Paid Listening ToolsGoogle Alerts Radian6Pipes ScoutLabs (Lithium)Social Mention Sprout SocialTwilert uberVUHootsuite Hootsuite
  • 18. Youll discoverBetter understanding of yourchapters online presenceOnline communities to joinTargeted members to engageValues you should promoteAttitudes you should change
  • 19. Question 1: What do you want to achieve?
  • 20. Do you want toBuild better relationships?Raise awareness?Increase website traffic?Increase membership?
  • 21. NotBecause every AIA chapter isWe need a Facebook pageIts cheap
  • 22. Can you distill your social media down to one sentence?
  • 23. Putting people before products.
  • 24. Humanize the Ford brand andput consumers in touch with Fordemployees.
  • 25. Instill trust in the brand and highlightthat the people behind the brand areparents too.
  • 26. To make people happy.
  • 27. Enhancing its service to members and heightening its visibility and impact in the region.
  • 28. Connecting member and industry voices to inform, engage, and influence.
  • 29. Engage with our members and create real relationships in a virtual world.
  • 30. Thats your message.Have all your social media reflect it.
  • 31. Question 2: What will success look like?
  • 32. What can be measured?Blog posts LinksReader comments Inbound trafficTwitter mentions ClickthroughsTwitter followers Video viewsRetweets App downloadsFacebook friends Search resultsFacebook likes RSS subscriptions
  • 33. Whos Talking About It?
  • 34. User Demographics
  • 35. Question 3: Who will be responsible for reaching your goals?
  • 36. Social media will never be a real partof your organization until itsincluded in job descriptions andexpectations.
  • 37. But . . .
  • 38. Ooops happen . . .
  • 39. Question 4: Whats in it for your members?
  • 40. Provide your members withInsightSneak peeksDiscountsSupportA good laugh
  • 41. Question 5: Where do you go from here?
  • 42. Key PrinciplesBe transparentBe conversationalBuild trustDont ignore negativity
  • 43. Questions for the p