Welcome!

Friending the Finish Line ConferenceWestin Arlington Hotel

Thursday, July 19

Let’s Celebrate Our Small Victories!

Welcome!

Each table has a collection of examples of social media successes FFL participants during the last six months. Take a few minutes to read through them before we get started ….

Let’s Celebrate Our Small Victories!

Welcome!

Share Pairs

Learn more about a success story that intrigued from a peer.

Agenda

2:15–2:30 Welcome and Activity

2:30-2:45 Review Goals for Phase 2 of the program

2:45-3:30 Integrated Content Strategy

3:30-4:15 Working SMARTer on Social Channels

4:15-4:45 Speed Geeking

4:45-5:00 Closing

Looking Back,Looking Ahead

Crawl Walk Run FlyTime Investment Link Social to

Communications Objective

Integrated Content Strategy

Integrated Multiple Channels

Culture Change Social Media Policy Engage Influencers and

Partners

Network Building

Basics Small Pilots for Insights and

Practice

Best Practices in Tactics, Tangible

Results

Reflection, Continually

Improve Results

Welcome

July2011 2012

10% Stand

65% Walk

25% Jog

75% Crawl

25% Walk

Where We

Started

5,351 Facebook

Likes

5,175 Twitter

Followers

Our Progress

9,730 Facebook

LikesUp 182%

10,851 Twitter

FollowersUp 210%

A Big Win!

Looking Ahead

Phase 2 Goals

Skills

Relationships

Impact

Policymaker Attention

Integrated Content Strategy

SKILL BUILDING SESSIONUsing An Editorial Calendar and

Content Optimization Techniques to Integrate Social Channels

Integrated Content Strategy: The coordinated process of distributing created and curated content through different channels to reach your audience, and move them to action to reach your SMART objective.

Curation

Creation

Coordination

Channels

Audience

Integrated Content Strategy

SMART objective

Shift From Campaign to Media

Site Mindset

HighlightsReviewsStoriesCase Studies

Breaking NewsPolicy NewsDataReports

TipsTutorialsListsResources

Idea PiecesInterviewsOpinionAnalysis

Features News How ToIdeas

How To Think About Content

BalanceSpontaneous with Strategic

Real Time

Planned

Original

Curated

You can learn a lot from doing “real time” content as part of your strategy that you can apply to your editorial calendar planning.

• Identify Audience• Channel• Frequency• Content • Optimization

Tool: The Editorial Calendar

What will you say?What will engage your

audience? Organize

Editorial Calendar

Wisconsin

Editorial CalendarExample

Date Hook Web Email Facebook Twitter Blog

June 27 Pre-Story Badge on site Invitation to Rally

Facebook Event for Rally

Links to credible sources following the hearing

Rally Invitation

June 28 Supreme Court Decision Due

FAQ: What it means for our people in our stateNews Release

Action alert immediately after decision with no matter what messaging

Post new cover imageLinks to analysis of what it means in our stateShare visuals from other FB Pages

Live Tweet hearingLinks to AnalysisLive Tweets from Rally

June 29 After Story Healthcare Bill

Follow Up Post photos from Rally

RT partners tweets

Editorial Calendar

SeptemberFish Bowl Exercise

Date Hook Web Email Facebook Twitter Blog

1

2

3

4

5

6

7 Labor Day

1. Brainstorm an editorial calendar for September.

2. Focus on how to apply the Facebook and Twitter optimization tips

3. Use template, sticky notes, and poster paper

Research: Content

Optimization Tips for Facebook

Source: Dan Zarella, Hubspot

Getting Into Newsfeeds: Edgerank

Score

• Consistent posting, but not too much per day (Test 1x every other day)

• Post engaging, relevant content, not constant self-promotion

• Exclusive content• Calls to action – ask your audience to share, like, or

comment• Understand the right time to post – test Zarella

findings with your audience using Insights data

Research: Content

Optimization Tips for

Facebook

Source Buddy MediaOptimizing Facebook Wall Posts

Don’t Forget To Plan for

Facebook Timeline Features

#1: Pin a PostA status update that you manually select to stay at the top of your Timeline that does not slip down as you add other posts to your page.

#2: Highlight a PostA post selected to expand across your Timeline, taking up the space of both columns. Highlighting a post will help you draw more attention to the most important content on your page.

#3: Create MilestonesSpecial dates that you can tell the story of your organization through words and images.

Write Great

Tweets

Omit Needless WordsDescribe, Simplify, AvoidOne thought per Tweet Be HumanMake it sticky with curated links Don’t just RT, PersonalizeSay thanksAsk Questions

Content Optimization

Tips for Twitter

Debrief

• How can you use an editorial calendar in your organization for your social content?

• How can you improve your content strategy using an editorial calendar?

• What is one or two optimization tips that you can try and apply next week?

WorkingSMARTer:

Twitter and Facebook

•Share Tips•Share Examples•Hands-on Time

Working SMARTer:Twitter

Reply

Scan

Curate

Share

Search

Connect

Retweet

Thank

5 MinutesReplyShare

Plus 15 minutesScan your stream, lists Curate links to RT, Add To SchedulerSearch for new people to followConnect with followers, influencersRetweetThank for Retweets

Twitter in 20 Minutes a Day

Working SMARTer:

Tools

A Scheduler: bufferapp, timely, hootsuite, etc

Tweeting on the Go: Twitpic, Instagram, etc

Working SMARTer:Twitter

SHARE PAIR:

• What is your Twitter work flow?• How much time do you spend each

day? • What tips or tools make you

efficient?

Twitter Lists

Audience Targets

• Filters tweets to make good content easy to find and curate

• Subscribe to other people’s lists, don’t necessarily have to create your own

• Keep organized and productive

Twitter Lists

Audience Targets

Twitter Lists

Audience Targets

Twitter Lists

Audience Targets

Twitter ListsFrom

Hashtags

1.Create a list 2.Log into

Tweetbe.at3.Search

Hashtag and add users to list

4.Also can use to clean up mess

WorkingSMARTer:Facebook

Share Content

Curate

RespondEngage

MeasureFacebook in

20 minutes a Day

Working SMARTer:Facebook

Share Pair:

• What is your Facebook work flow?• How much time do you spend each

day? • What tips or tools make you

efficient?

CuratingSMARTer:Facebook

1.Find pages that share relevant content to like as your page admin

2.Log in, scan newsfeed

3.Share relevant and high shared items

Hands-OnLaptops Up

• Decide whether you want to do Facebook or Twitter exercise

• Find a partner• Use: http://bit.ly/FFL-workSMARTer

Speed Geek

•What was the SMART objective you set back in November at the last workshop? Did you accomplish it? What did you learn? What is still a challenge?•What is your SMART objective for social media for July-March 2013? What is your audience target/category?•What are some opportunities to support each other’s work through social media channels between now and March 2013?

Completed Form should be uploaded to the Wiki by August

Share Pairs, Report Out

Closing

• What’s one idea or technique that you can implement next week?

• What’s one action step that you can take to fill out your plan for the next

nine months?• What are some of your ideas for content for the conference sessions

moving forward?