Social media communications strategyCase Study: Tekara Organizational Effectiveness

IABC Edmonton Chapterby: Tyrell Mara

@TekaraIncfacebook.com/TekaraInc

Goals and Objectives

• External– Thought Leadership

Goals and Objectives

• External– Engaging conversations

Goals and Objectives

• External– Online Communities

Goals and Objectives

• Internal– Create a safe learning environment– Blog = Foundation of Internal Strategy

Goals and Objectives

• Internal– Empower Associates• Social Media Communications Training• Building Online Personal Brand

Measurement

• Internal– 5 month Blogging and Social Media Contest

• Purpose and Objectives (learning environment)• Clear Deliverables (Outcomes)• Incentive Based (Measurement Criteria)

July 1st Jan 1st

Unique Monthly Visitors

230 525

Monthly Pageviews

1458 2120

Measurement

• External– Social Footprint

July 1st Jan 1st

Facebook Fans 8 185

Twitter Followers 132 1055

July 1st Jan 1st

Facebook Engagement Ratio 0 10-15

Twitter RT’sTwitter Mentions

4585

3101610

Blog Comments 0 70

Measurement

• External– Sentiment and Engagement

July 1st Jan 1st

Unique Monthly Visitors 230 525

Monthly Pageviews 1458 2120

Measurement

• External– Website Analytics

• Qualified Traffic– Blog is the most view page on the site

– Top 5 referrers of traffic are social networking sites

Listen Deeply

Top five research tips to impact your communications

1. Aim to see the world through the eyes of your audience

2. The research process changes those who participate

3. The research process will focus your thinking4. Use multiple sources of information to increase the

strength of your evidence5. Research involves people in your communications

and predisposes them to change in attitude and behaviour

Thank you

Come join the conversation!Twitter: @TyrellMara

LinkedIn: www.linkedin.com/TyrellMaraOr visit: www.tyrellmara.com