2013 07-15-social media leadership.odp
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Social Media
Alex Makin Syneka Marketing
Copyright Syneka Marketingwww.synekamarketing.com.au
Introduction
• Syneka Marketing– Marketing plans– Social media– Website design – Professional
speaking services• Full service
marketing agency
Copyright Syneka Marketingwww.synekamarketing.com.au
About Alex Makin
• Community Involvement– Amnesty International– North Ringwood
Community House– Maroondah Citizens
Advice Bureau– Croydon Conservation
Society– Public Transport Users
Association• Manager of Marketing,
Eastern Volunteers• Former Councillor –
Maroondah City Council (2005-2012)
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
Social Media in Local Government
• Engaging communities– Facebook– Twitter– Email
• Reach more constituents
Copyright Syneka Marketingwww.synekamarketing.com.au
Overview
• A Marketing Approach
• Websites • Social Media• Safeguards• Conclusion
Copyright Syneka Marketingwww.synekamarketing.com.au
What is Marketing?
• Various definitions exist:–Marketing is the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals.
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
What does it mean?
• Marketing considers how you reach your target markets
• Its more than customers/clients– Personal branding– Reach volunteers– Reach stakeholders– Encourage donations– Support members
• You will have multiple target markets
Copyright Syneka Marketingwww.synekamarketing.com.au
How Do You Use Marketing?
• What marketing currently exists in your organisation?– Websites/social media– Brochures/leaflets– Newsletters– Media releases– Information sessions– Events– Telephone/email
correspondence• Every form of contact
leaves an impression
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
Begin with a Marketing Plan
• What is a marketing plan– Supports the vision
of the organisation– Identifies objectives
to achieve this vision
– Outlines actions that will fulfil these objectives
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
An Example
• Eastern Volunteers Building Fund– Aim: Secure
independent funding– Objective: Easily
facilitate donations – Actions: online
donations, media launch, promotion
Copyright Syneka Marketingwww.synekamarketing.com.au
Know Your Strengths
• Identify your strengths – The things you do well– Existing capacity within the
organisation– Potential value you can
offer to partners
• Know your target market– Establish key messages– Demonstrate value
• Build on strengths
• Eastern Volunteers• Strengths– Networking– Reach through
community organisations
– Individuals– Partnerships– History and credibility– Strong governance
Copyright Syneka Marketingwww.synekamarketing.com.au
Know Your Target Market
• The target market–Who are they?–Why target them?–Where are they?– How do you reach them?
• Connect target market to strengths
• This creates the value proposition
• Eastern Volunteers– Regional businesses– Small/medium businesses– Local autonomy
• Businesses that have an interest in community
• Current clients• Wider community and
volunteers
Copyright Syneka Marketingwww.synekamarketing.com.au
Key Messages
• Consistency is critical– Inconsistent messages create
confusion– Branding and message must be
consistent
• What do you want to achieve?–What are the benefits in
achieving this?– How will the target market
respond?
• Demonstrate tangible value
• Eastern Volunteers• Key message– Reach of networks– Ongoing service delivery– Accessibility– Governance and
financial stability
• Align target markets
Copyright Syneka Marketingwww.synekamarketing.com.au
Demonstrate Value
• How do you demonstrate value?– Quantify the benefits– Establish parameters for
success
• What tools do you use to communicate?
• Eastern Volunteers– Demographics– Approximately 400
organisations
• 900 volunteers per annum
• 4,000 views per month– Ongoing engagement
with the website
Copyright Syneka Marketingwww.synekamarketing.com.au
The role of technology
• Do not view technology in isolation–Websites are a marketing tool – Not just technology– Social media is a marketing
exercise
• Technology is actively being used across all generations
• Online Communication must reinforce your marketing plan
• Need to be competitive in search results
Copyright Syneka Marketingwww.synekamarketing.com.au
Using Websites
• The Internet should reinforce your marketing presence– Ensure consistency– Branding– Colour schemes– Language
• Keep your website and social media up-to-date
Copyright Syneka Marketingwww.synekamarketing.com.au
Content Management Systems
• Separates design from content– Enables instant updates– Social media integration– Security and permissions
• Similar to a letterhead• Reduces the burden
updating websites
Copyright Syneka Marketingwww.synekamarketing.com.au
Leverage Resources
• Utilise available tools– Google Maps provides SEO benefits– Google Alerts can advise on new topics
• Keep your website updated– Content influences SEO– Google favours sites that are frequently
updated
• Use newsletters for content– Adjust for the web– Use individual articles rather than a
downloadable PDF
Copyright Syneka Marketingwww.synekamarketing.com.au
Critical Success Factors
• Consistent messages and branding
• Connecting with stakeholders
• Integrate with other Internet tools– Email newsletters– Social media– Create one message and
replicate
• Measure results
Copyright Syneka Marketingwww.synekamarketing.com.au
Extend Reach with Social Media
• A website is one method of reaching stakeholders on the Internet
• Social media is another method
• Use the strengths of each tool– Facebook enables
communities around pages– Twitter is useful for quick
updates– Youtube can engage via
video– Email tools can deliver
regular updates• Integrate each tool
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
Social Media Tools - Blogging
• A blog is a website– Contains regularly
updated posts• Media Releases• Newsletters• Advice
– Can be written by many people in your organisation
– Allows comments– Integrate with social
media07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
Social Media Tools - Facebook
• Facebook– 11.6 million
Australians– Build an online
community• Events• Announcements
– Branded pages for organisations
• www.facebook.com07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
Inside a Facebook Page
• Organisations must use Pages
• Pages are linked to individual accounts
• Official comment should be from the page not individuals
• Can include photos• Respond to
comments
Copyright Syneka Marketingwww.synekamarketing.com.au
Social Media Tools - Twitter
• Twitter– 2.5 million
Australians– Good for quick
announcements• Can feed into
– Hashtags enable conversation
• www.twitter.com
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
Connecting through Twitter
• The Connect Page highlights recent interactions
• Thank people for Retweets
• Participate in relevant discussions
• Use TweetChats
Copyright Syneka Marketingwww.synekamarketing.com.au
Social Media Tools - LinkedIn
• LinkedIn– Used by 3 million
Australians
– Connect with business partners• Events
• Announcements
• Groups
• www.linkedin.com
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
Inside LinkedIn Groups
• LinkedIn groups enable discussion
• Find groups with common interests
• Share events and other activities
Copyright Syneka Marketingwww.synekamarketing.com.au
Social Media Tools - YouTube
• YouTube– 3rd most viewed
website – 72 hours of video
uploaded every minute
– 3% of these videos are Australian
– 62% Australians visit at least once a week
• www.youtube.com
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
Social Media Tools - Pinterest
• Pinterest– Third largest social
media tool– Pin items of interest– Highly visual tool– Direct links back to
website
• www.pinterest.com
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
Social Media Tools - Google+
• Google+– Google's social
media tool– Integrates with
Google Search
– Like content
– Google Hangouts
• Plus.google.com
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
Inside Google+ Pages
• Businesses use pages – Status updates– YouTube integration– Google Maps
integration
• SEO benefits
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
• Photos and Videos – Mobile based– Instantly upload
photos or videos– Uses hashtags
• Designed for quick updates
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
Tumblr
• Multimedia based blog– Includes photos
and video– Pictorial
representation– Links back to
source websites• Useful for graphic
based content
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
Other Tools
• Foursquare– Location based– Reviews
• Vine– Twitter for video– Short video content
• Vimeo– Upload video content– Targets artists and creatives
• Many other tools exist• Use the tools to reach the right
markets• Integrate where possible
Copyright Syneka Marketingwww.synekamarketing.com.au
Social Media Tools - Email
• Email is still important– Can automatically
send content from your website to subscribers
– Can reach people using several methods
– Include sharing options in email
07/25/12
Copyright Syneka Marketingwww.synekamarketing.com.au
Using Email
• Include key message in the body of email
• If using attachments then send as a PDF
• Subject line must include essential detail
• Use an email campaign service
• www.mailchimp.com
Copyright Syneka Marketingwww.synekamarketing.com.au
Online 'Word of Mouth'
• 'Word of mouth' advertising is extremely powerful– Sharing content is
the online equivalent– Encourage sharing
and dialogue
• Remember email is also effective
Copyright Syneka Marketingwww.synekamarketing.com.au
Managing Privacy
• Don't share it if others shouldn't see it– Employers search social
media content
– Work vs personal social media
– Deleting content is possible but not always guaranteed
– Check privacy settings
• Don't risk your reputation
Copyright Syneka Marketingwww.synekamarketing.com.au
Safeguards on Social Media
• Social media is interactive
– People can respond to your messages
– Sometimes this will not always be positive
• Media and Communications Policy
– Cover traditional media and social media
– Designate an official spokesperson
– Policy should be supported by entire organisation
• Encourage responsible social media usage
• Make sure the policy is readily available
Copyright Syneka Marketingwww.synekamarketing.com.au
Role of Spokesperson
• Official voice of the organisation
– Coordinate with traditional media
– Will have access to the social media accounts
• Should be the first to make official announcements (eg event)
– Other board, staff, volunteers
– Utilise their own social media accounts
– Respond to comments from the spokesperson
– Discuss their experiences
• Coordinate social media
Copyright Syneka Marketingwww.synekamarketing.com.au
Managing Negativity
• How do you respond?– Identify processes for reporting
comments– Utilise official spokesperson– Similar to managing the media
• Be responsive– Utilise notifications– Act quickly– Engage offline (via phone or email)– Provide public feedback
• Be part of the conversation
Copyright Syneka Marketingwww.synekamarketing.com.au
Offensive vs Negative
• Negativity is different to offensiveness
– Remove offensive comments immediately
– Understand why the comment is offensive
• Clear posting guidelines prohibiting offensive comments
– Be responsive
– Page owners are responsible for content
• Have policies publicly available
Copyright Syneka Marketingwww.synekamarketing.com.au
The Internet is Measurable
• What do you want to achieve?– Awareness– Donations– Volunteers
• The Internet is measurable–Measure visits–Measure sharing
Copyright Syneka Marketingwww.synekamarketing.com.au
Conclusion
• Ensure consistency– Identify key messages–Maintain consistent branding
• Identify what you want to achieve– Utilise the Internet to extend your reach–Maintain up-to-date Internet presence– Integrate website with social media
• Use the tools that are right for you• Be responsive and engage
Copyright Syneka Marketingwww.synekamarketing.com.au
Further Information
• Syneka Marketing–Web: www.synekamarketing.com.au– Phone: 1300 965 989
• Alex Makin–Mobile: 0409 136 213– Email: alex@synekamarketing.com.au
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