integrating social media into a communications strategy

Web 2.0 - How to Integrate Social Media into Your Communication Strategy www.SOCIALFISH.org

Social Media Strategy

Launch anInitiative

Feed &Nurture

Develop aStrategy

Measure &Evaluate

Listening

Cyclical Approach

AdvocacyEducation

Membership

Social Media Strategy Association Focus

Advocacy

EducationMembership

Conversation

Collaboration

CollectiveAction

Social Media Strategy Association Focus Social Focus

Advocacy

EducationMembership

Social Media Strategy Results Focus

Social Media Strategy

Launch anInitiative

Feed &Nurture

Develop aStrategy

Measure &Evaluate

Listening

Cyclical Approach

Social Media Tools

Brian Solis and JESS3

Social Media Tools

Jessica Hagy, Indexed Blog

Social Media Tools Social Objects

videos

photos

friends

books

jobs

Social Media Strategy

Mobile

Video

WidgetsSocial Bookmarks

Feeds and Content Syndication

Social Networks

Blogs & Micro-blogging

Big Picture

More member activity

Key Success Metrics

• # of members using online directory• # of co-created volunteer opportunities• # of actions around volunteer opportunities• # of active open volunteers• # of working first-time volunteers• Qualitative feedback from community

Objectives

Traditional media ~ rock

Digital media ~ water

Social media ~ clouds

Flickr photo credit: Alex Pears

Content Strategy Integrating Media

Traditional media ~ static versus fluid

Digital media ~ key assets &

frequency

Social media ~ feed the outposts

Flickr photo credit: Alex Pears

Content Strategy Integrating Media

Better business results

Key Success Metrics

• 593 members (was 412)• 17% active (was 27%) 31% online (was 53%)• Page views up 20% since February• Secured sponsorship for YAP in Toronto• CAE study groups launched• Part of Forrester’s research on communities

that attract Gen-X

Objectives

Flickr photo credit: Phil Gimp

Content Strategy Operational Integration

More influence

Key Success Metrics

• 563 followers on Twitter (was 250)• 95 LinkedIn  group memers (was 26)• 91 Facebook  group  members (was 28)• Launched NASE  on  Micro-Business blog• First contact with key influencers• Positive feedback from members & prospects.

Objectives

Social Media Policies Framework

Social Media Policies Types of Policies

• Code of Conduct/Ethics• Social media policy for employees, members

and/or volunteers• Terms of use or user agreement• Privacy• Disclaimers• Copyright, intellectual property• Blogs – posting & commenting policies • Moderator’s guidelines• Logo guidelines• Crisis communication plan

Social Media Policies Simplified

Lindy DreyerChief Social Media Marketer

lindy@socialfish.orgSkype/Twitter: lindydreyer

http://associationmarketing.blogspot.com/

Questions

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