Innovative Social Media
Kathy Woolever, CAE
SOCIAL BUTTERFLY
Own Your Name and Your BrandOrganization and key executives
First Things First…
Goals and BackgroundWhat are the overarching brand goals?Which products/services are a good fit for
social media?What are your competitors doing in social
media?
First Things First…
Target AudienceWhere are they located?Age, gender, income, ethnicity, job title, etc?Do targets have similar interests?Which interests are relevant?
First Things First…
Process Owner and MessageWho will drive content?How frequently will messages be posted?Include personal, random posts in addition to
marketing/PR?Draw from existing publications?What are the top messages to convey?What tone is most appropriate?
(Expertise, needing help, humorous)
First Things First…
Rolodex on steroidsLeverage connectionsIntegration with
member/prospect management tools
LinkedIn… or be left out
Members Shape Their Own Experience
Customized Facebook tabs
Leverage Tools for Customization
Facebook timeline
Tell Your Story
People love photosPollsLive Twitter eventsContests – share your stories, post your
photosCollaborate to solve problems
Interaction is 2-Way
Own the conversationLinkedIn groupsFacebook micro-sitesPrivate social networks – Ning, Higher Logic
Repurpose contentUse comments as testimonials
Record it in your databaseCollect social profilesLikes, comments, shares, retweets
Create & Capture Engagement
Understand why, how and to what degree a member engages
Define desired behaviors to align with strategic goalsMember longevityTotal revenueVolunteer hoursSocial engagement
Weight behaviors by importance
Why Scoring Engagement Matters
Engagement
NoneScore=0
LowScore=1
MediumScore=3
HighScore=6
Attend event
Responds to email
Asks for help
Comments on newsletter
Responds to another member
Log-ins per qtr
Creates a profile
Posts a message or takes a poll
Engagement Scoring
Kathy Woolever, [email protected]
717-576-0851
Social Media and Online Strategies
https://www.facebook.com/SoTactics
@sotactics
http://www.SoTactics.com