engaging an audience with social media

ENGAGING

AN AUDIENCE

ENGAGING

AN AUDIENCE

MEME 1.) The spread of culture from

person to person. (Dawkins)

MEME 2.) A picture, probably of a cat,

with a caption on it. (Internet)

WAIT…

WHO ARE YOU?

Innovative communication strategies

for greater social impact.

SOCIAL NETWORKING

Tools for connecting people.

SOCIAL NETWORKING

FACEBOOK

845 million

TWITTER

462 million

LINKEDIN

135 million

GOOGLE+

90 million

DIGITAL MEDIA

Tools for creating content.

DIGITAL MEDIA

YOUTUBE

4 billion (views per day)

TUMBLR

120 million (active users)

FLICKR

50 million (active users)

INSTAGRAM

1.5 million (photos submitted daily)

LIFESTYLE MEDIA

Tools for augmenting life.

LIFESTYLE MEDIA

PANDORA

125 million

FOURSQUARE

15 million

PINTEREST

10 million

YELP

22 million

MEDIA CURATION

Tools for organizing information.

MEDIA CURATION

REDDIT

28 million

STUMBLEUPON`

20 million

DIGG

17 million

GOOGLE

300 million

IS ANYBODY

OUT THERE?

RESEARCH Alert Search Track

MEASURE

Influence Sentiment Volume

EVALUATE What is the standard?

What is being said?

Who is connected? How?

Who are they connected to?

HOW DO WE

KEEP UP?

It Takes Time

5 hours/week to start listening

10 hours/week to participate

15 hours/week to create buzz

20 hours/week to build community

3-6 months until you see results

Creation

Upkeep

Blog Posts

Good Copy

Engagement

Photography

Reposts

Research

Graphic Design

Website Design

Press Releases

Buzz Monitoring

Crisis Response

Critical Response

Staff Management

Community Management

It Takes Resources

STEP 1

SET GOALS

Specific

Measurable

Achievable

Realistic

Timely

Goals should be S.M.A.R.T.

Goals should relate

back to your purpose.

Mission

Vision

Strategic Plan

Tech Plan

Goals should relate to time.

Short-term

Mid-term

Long-term

Vision

Outcome examples…

Increase traffic from Facebook

to our website by 5% in 3 months.

Outcome examples…

Increase sales 20% over last year

by November 20th.

Outcome examples…

Have Mother’s Day 5K

reposted/retweeted by 6 key

social connectors before event.

STEP 2

IDENTIFY AN

AUDIENCE

Identify an Audience

Clients

Identify an Audience

Clients

Donors

Identify an Audience

Clients

Donors

Volunteers

Identify an Audience

Clients

Donors

Volunteers

Influencers

Identify an Audience

Customers

Investors

Employees

Influencers

Identify an Audience

STEP 3

SELECT A

TOOL

Select a Tool

How much time?

How much money?

Does it meet the goal?

What do you want?

Select a Tool

STEP 4

IMPLEMENT

A STRATEGY

Develop Capabilities

Identify internal champions

Train and support implementers

Stay knowledgeable

Define Activities

Identify resources required

Define phases and timeline

Establish responsibilities

Engage in Conversation

Select the mediums for interaction

Provide relevant content

Engage the influencers

New Media Worksheet at Aids.gov

http://blog.aids.gov/downloads/new-media-strategy-map.pdf

How do we get people there?

How many posts per day?

What info do they want?

Do we use events, causes, …?

Who in our network is influential?

Decision-makers

And Policies

Implementer

Innovator

Outcomes

Objectives

STEP 5

EVALUATE

THE IMPACT

$

Retweets

Followers

References

Quality

Frequency

Likes

Reposts

Subscribers

Linkbacks

Shares

Frequency and Quality

Cameron Kruger

cckruger@horizonnps.com

(218) 461-9799

www.horizonnps.com