Strategic Social Media

Strategic Social Media Rebecca Krause-Hardie Partner, AudienceWorks

We are going to talk about… Relationships Social Media Strategy Delivering Results Our Favorites Your Ideas & Experiences

Social Networking Defined A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software.

It’s all about Relationships

Why personal relationships? Close rate on personal referrals 75% Close rate on direct mail 2% Value of those relationships Power both positive and negative

Personal Relationships are, well, personal Flickr attribution Amit Gupta

Trusting Flickr attribution opxphile

Sharing Flickr attribution Andy Woo

Responsive Flickr attribution ClickFlashPhotos

Valuing Flickr attribution avriette

Giving away control Flickr attribution kitchenkam

Sharing Flickr attribution goldberg

Creating a Social Media Strategy

Use Social Media to…  Build deeper connections with your patrons  Increase patron satisfaction  Attract new audiences  Tell your story  ???

Social Media Strategy Internal Readiness Listening Planning Listening Leaping In Measuring and Evaluation

Delivering Results  Integrate with organizational strategy  Define success metrics at the on-set  Invest in web analytics

Web Analytics Is… An attempt to quantify what happens on your website…

Web Analytics Is… A way to improve marketing management You can’t manage what you can’t measure Determine what works and what doesn’t

Bad Reasons for Analytics “We need web stats!” “How many hits did we get last month?” “There are lots of reports and pretty graphs… it even has an Excel integration wizard…”

Good Reasons for Analytics “We need to improve marketing effectiveness!” “Online sales seem to be lagging – we need to determine why” “I don’t know which marketing channel is most valuable” “What kind of content helps drive more sales?”

What’s the Point? You can’t manage what you can’t measure Web Analytics is about behavior not numbers Track what impacts your business “Hits” are not the same as people “Hit reports” are often over inflated by 2x – 3x Conversion rate, content value, traffic source matter

Implementing Web Analytics 1. Develop your strategy 2. Cultivate an analytical culture

Planning Goals and Results Target Audience Context Input and buy-in from key team members Integration with overall plans Training

Quality of Engagement Listening Joining the Conversation Go where your audience (s) is (are) Tie in to your mission Collaborate

Quality of Engagement Trust Give Up Control Open Be Personal Just Do It

Listening Setting up feeds with Google reader Google alerts Technorati searches

Join The Conversation Who is talking about you already Who is talking about related topics IMA - blog roll Flickr attribution b d solis

Match project with the right place

Just Do It (Take Risks) Flickr attribution b d solis

Lessons Learned  Must tie to organizational strategy  Invite conversation  Invite collaboration  Don’t underestimate the cost.  Dive in. Start small.  Don’t neglect your core audience.  There is no such thing as done.  Ask forgiveness, not permission.

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Thank You! Rebecca Krause-Hardie Partner AudienceWorks [email_address] arts.typepad.com

Strategic Social Media

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