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1 © 2012 Blue State Digital | Proprietary and Confidential
Unlocking Social Media Getting Started, Best Practices, and Cautionary Tales
Blue State Digital
May 8, 2012
2 © 2012 Blue State Digital | Proprietary and Confidential
Sarah Newhall
Senior Web Analyst
Blue State Digital
Meet Your Expert
3
© 2012 Blue State Digital | Proprietary and Confidential
Online Approach
4
© 2012 Blue State Digital | Proprietary and Confidential
Tell Stories
5 © 2012 Blue State Digital | Proprietary and Confidential
Your digital presence is about
connecting your supporters with your
organization. Use email, social
media, and your website to:
• Bring your organization’s issues to
life
• Enhance what you’re doing offline
• Get your community (your
audience) emotionally invested in
your cause
Why Tell Stories?
6 © 2012 Blue State Digital | Proprietary and Confidential
Ultimately, the reason you’re going to
use stories is to bring issues to light
and persuade people to:
• Join your cause
•Volunteer
•Make a donation
•Advocate for your cause
What’s the End Goal?
7 © 2012 Blue State Digital | Proprietary and Confidential
• Establish the issue/problem you are
trying to solve
• Develop an emotional core to the
narrative
• Articulate the personal connection to
the story
• Identify the solution or vision for the
path forward
• Provide a clear call to action
What Goes in the Story?
8 © 2012 Blue State Digital | Proprietary and Confidential
Think about which channels are best
suited to your story and for your
audience:
TV
Radio
Newspaper
Magazine
How do You Get Your Story Out?
Tumblr
Blog
9 © 2012 Blue State Digital | Proprietary and Confidential
Develop a Broader Narrative
Think about each piece of communication as building to a large
whole. Advance an argument, support existing activities or
associations within your community, and build excitement and
emotional engagement.
Build to milestones.
10 © 2012 Blue State Digital | Proprietary and Confidential
11
But the absolute biggest,
most important
thing you should do
in all online
communications is....
© 2012 Blue State Digital | Proprietary and Confidential
12
Always provide a clear
call-to-action.
© 2012 Blue State Digital | Proprietary and Confidential
“Click here
to sign-up.”
13
Use Social Media to tell a story, but
make sure it fits with your larger
strategy.
© 2012 Blue State Digital | Proprietary and Confidential
14 © 2012 Blue State Digital | Proprietary and Confidential
Green Bay Packers: Connecting Fans
Bringing Far-Flung Fans to Lambeau
Produced engaging content across channels
• Recipe contest: garnered attention from different news outlets and 400+ submissions
• Photo contest: extensive user-generated content and excitement
• More than 100K members of the PackersEverywhere community...and growing
15 © 2012 Blue State Digital | Proprietary and Confidential
16 © 2012 Blue State Digital | Proprietary and Confidential
StudentsFirst: #6WordEssay Contest
• 106,178 votes
• 28,145 essays
• 13,782 new signups
• 54% open rate to 228,000
‘participant’ segment
• Significant increase in
reach on Facebook and
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© 2012 Blue State Digital | Proprietary and Confidential
Getting Social
18 © 2012 Blue State Digital | Proprietary and Confidential
Social media provides an opportunity for
translucency and authenticity: get beyond
the institutional voice
19 © 2012 Blue State Digital | Proprietary and Confidential
Social media lets you connect more
informally with your audience. Embrace it.
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© 2012 Blue State Digital | Proprietary and Confidential
21 © 2012 Blue State Digital | Proprietary and Confidential
Why Facebook?
•Facebook is a “wall garden”
social network with over 800
million users
•Excellent driver of traffic
•Generates more engagement
than other social networks
22 © 2012 Blue State Digital | Proprietary and Confidential
Getting Started on Facebook
Cover Photo
• Choose wisely
• Change every few months
• Offer your former Cover Photos
to your fans to adopt as theirs
About Box
• Include a URL to allow fans
access to your website
23 © 2012 Blue State Digital | Proprietary and Confidential
Post Daily
Studies show that Pages that post daily have far more interactions across
the board.
Weekends matter: users log on over the weekend.
Keep posts short, sweet, and actionable.
24 © 2012 Blue State Digital | Proprietary and Confidential
Use Image Macros / Infographics
On Facebook, images rule.
• Images are valued in the Facebook
Newsfeed.
• Try to include a URL in your image’s info,
that will drive traffic to your site.
• Always include a clear call to action in
posts and images, and make sure you link
actions to your site.
• Link content to email messages, Tweets,
etc.
Bonus: Image content spreads well over
Twitter, Pinterest, & Tumblr.
Images are the major social share of 2012.
25 © 2012 Blue State Digital | Proprietary and Confidential
Use Facebook Questions
Asking your fans questions is a great way to expand outside of your
network.
26 © 2012 Blue State Digital | Proprietary and Confidential
Highlight & Pin
Highlight & Pin: Drive Your Stories
• Star to highlight (features posts in your
Timeline)
• Pin drives users to an app where you
can capture information or encourage
them to like you.
• “Pinned” posts are brand-generated
content: they are a change to tell your
org’s story, and should be used that
way
• The pin can - and often should - include
a direct link to your site and signup form
27 © 2012 Blue State Digital | Proprietary and Confidential
Private Messaging
• Receive direct messages as
your organization
Two way one-on-one
communication
28 © 2012 Blue State Digital | Proprietary and Confidential
• Don’t post content on Facebook more than once every 3 hours; it
will hurt your impressions.
• Sometimes ask your friends directly to “Like and Share to help
spread the word.”
• Posting on the weekends works.
• Tag your posts so you can see how well they work.
• Use Facebook Insights to monitor your Facebook engagement.
Quick Summary
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© 2012 Blue State Digital | Proprietary and Confidential
30 © 2012 Blue State Digital | Proprietary and Confidential
Why Twitter?
•Twitter is an open network with
nearly 300 million accounts.
•Creates Buzz & Attention
•Connects with influencers
31 © 2012 Blue State Digital | Proprietary and Confidential
Signing up is fast and easy.
• Use your real name
• Be able to verify email
• If account is professional, use
variation of name for your user
name.
• Use a clear, friendly picture
• Your bio is 160 characters: use
them wisely
Creating an Account & Profile
32 © 2012 Blue State Digital | Proprietary and Confidential
Here are some basic facts about all tweets.
• All tweets are up to 140 characters: keep
them short & direct with a clear purpose
• They are broadcast to users following you
and are searchable by all Twitter users
• You can retweet tweets you agree with to
broadcast them to your followers
• URLs are auto-shortened
• When you @ Reply a friend, it will be sent
to them but is still public
The Fundamentals of a Tweet
33 © 2012 Blue State Digital | Proprietary and Confidential
Hashtags help classify and connect tweets
related to events or subjects. Hashtags are
shown on main page as trending topics:
citywide, nationally, & worldwide.
Example Tags:
#California
#P2
#LGBT
#BTWFLive
#BornBraveCA
Hashtags
34 © 2012 Blue State Digital | Proprietary and Confidential
Sample Tweets: Direct Asks
35 © 2012 Blue State Digital | Proprietary and Confidential
Sample Tweets: Quotes
36 © 2012 Blue State Digital | Proprietary and Confidential
Sample Tweets: Blogs
37 © 2012 Blue State Digital | Proprietary and Confidential
Sample Tweets: Statistics / Data
38 © 2012 Blue State Digital | Proprietary and Confidential
Sample Tweets: Conversations / @ Replies
39 © 2012 Blue State Digital | Proprietary and Confidential
• Each Tweet lives and dies in thirty minutes.
• Keep Tweets short and sweet
• Remember to use campaign hashtags
• On Twitter, conversation matters. @Message your friends.
• Make sure to Tweet any of your posts on other social networks and connect them to website content and email sends.
Quick Tweet Tips
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© 2012 Blue State Digital | Proprietary and Confidential
Control the Conversation
41 © 2012 Blue State Digital | Proprietary and Confidential
Mistakes Happen: Control the Conversation
42 © 2012 Blue State Digital | Proprietary and Confidential
News Happens: Control the Conversation
43 © 2012 Blue State Digital | Proprietary and Confidential
News Happens: Control the Conversation
44 © 2012 Blue State Digital | Proprietary and Confidential
Mistakes Happen: Control the Conversation
45 © 2012 Blue State Digital | Proprietary and Confidential
News stories happen. Policy changes happen. Social Media
mistakes happen. You can turn them into an opportunity with the
right response.
•You can’t hide or not respond
•Act quickly so you own the conversation
•Admit your mistakes
•Use humor (when appropriate)
•Use your network to your advantage
•Make sure employees have separate social media handles
Mistakes Happen: Respond
46 © 2012 Blue State Digital | Proprietary and Confidential
Questions
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