danielle brigida: deep dive into social media and content strategy
TRANSCRIPT
DeepDiveIntoSocialMedia
andContentStrategy
ByDanielleBrigida
@Starfocusor@USFWS
U.S.FishandWildlifeServiceTomKoerner,USFWS
I’maWildlifeand
TechnologyGeek
U.S.FishandWildlifeService
• Over300SocialMediaAccounts
• Profilesrepresentrefuges,regions,programs,etc
• Over400,000peopleinthenaMonalcommuniMes
SocialMediaBenefits:
Fire=CriMcism
Earth=RelaMonships
Flood=Support
Iden%fyYourCommunityandEngage
Who’swhoinyourcommunity?
Community,Network,andCrowd
ListenandObserve
SomeWaystoFind
YourCommunity
SearchKeywords
• OrganizaMon’sName
• Keyindividuals• Brandingmistakes
• Programreferences
ReferringTraffic
• GoogleAnalyMcs• Facebookinsights
EngagingStrategically:
CreateaDashboard
Searchhashtags,keywords,uselistsand
monitortopics
GroupPeopleinListstoFollow
InvesMgateTrendsandAnalyMcs
FreeWaystoListen
• Search.TwiZer.com
• Topsy.com
• Google.com/trends
• Tagboard• FacebookSearch• RSSfeeds
Tagboard.comsearcheshashtags
UseSocialMediaListeningtoEnrichYour
UnderstandVariousTypesofContent
andtheLifespan
Social
BlogPosts
NewsArMcles
Features
EvergreenContent
Formal
Informal RightNow
3years
fromnow
ExperimentandMoMvate:
#IvoryCrush
ListeningtoHowPeople
DiscusstheIvoryTrade…
WeUsedOurImagetoIncludeOthers
UsingInstagramtoListen
• Iconosquare• Tagboard• HashaMt• SearchLocaMon
HelpsYouFindPhotographers
ofYourSubjects
ResearchonPinterest
toFindInspiraMon
PinterestSearch
ListeningUnearthsGemsand
NextStepsforContent
LearntheImageSizesandShapesfor
EachNetwork
VisualsCanAddSoMuchContext
ThroughListeningWeFound
EducaMonalandResourceVisualsWorked
AddValuetoAcMveConversaMons
KnowHowYourContentShares
ResearchandJointhe
Community
HaveaPosMngStrategy
FromSmartInsights.com
DoNotJust“PushitOut”
BuildYourOwnCommunityThenincludethemtoinspirecontent.
GeneralCommunityRules
• UsetheirinteracMonstoinspirenewcontent• Protectthepeopleonyourpage• CorrectmisinformaMon
• AnswerfrequentlyaskedquesMons
HaveCommunityGuidelines
• Beclearaboutcommunity
expectaMons
• Killthemwithkindness
• Protectthepeopleonyourpage
CreateContentthatFosters
ConnecMonsandRelaMonships
ActonWhatListening
TellsYou
Listeningthroughmetrics:TripAdvisor
Re-IntroduceandRecycleContent
PlayandExperiment
CuteChicksontheBeach
InvesMgatethe“newesttool”,
butdon’tlosewhoyouare
Measurement
CommonResponsetoSocialMeasurement
UsingDatatoInformDecisionsDoyouhaveaccesstowebanalyMcs?
Doyouregularlysharestats?
NotSoSexyThingstoRemember
• IdenMfyyourgoalsorobjecMves
• Doyourhomework:whichtools,messagesandcontentworkbest?
• CollectInformaMoncaninformhowtoCHANGEfuturebehavior Image:TomKoerner,USFWS
WithMeasurementReferenceYour
PreviousStrategy
Image:Flickr/IowaRedBulls
• IdenMfyaudience• Specificgoals• Capacity/Time
• Outreachplan• Long-termplan
ThereAreaLotofMetrics
source:Metricsman.wordpress.com
MeasuringTypesofSocialMedia
OwnedYourBrandedPresences
EarnedOrganicSharesandPosts
PaidSocialAdverMsing
OwnedSocialMedia
TheImpactofYourAccounts
Insights
Overview
PerformancebyPost
Whatdoesyournumberoflikesmean?Howmanyfollowers
doesittaketobeasuccess?WeallhavethesequesMons,
butthefactis-ifdonewellmeasuringhowpeopleinteract
withyourorganizaMononlinecangreatlyhelpyoudetermine
wheretoallocateresources.Inthissessionwe’lltalkabout
whywemeasure,somemeasurementbestpracMcesanda
fewfreeandenterprisetoolsthatdon’tbreakthebank.
FacebookInsights:Referrers
FacebookInsights:ExporMngData
byPostorPageLevel
WhatCanFacebookInsights
ReallyInform?• Topshareablecontent–whatworks,whatshouldyouproducemoreof?
• WhatisyourcurrentacMveaudience?
• WherearetheregrowthopportuniMes?
Butthere’ssMllmorequalitaMveinformaMonto
track:
OwnedSocial:TwiZer
AnalyMcs.twiZer.com
ByTweet
AudienceInformaMonhZps://analyMcs.twiZer.com
OwnedSocialMedia
OwnedSocial
Media:
LinkedInCompany
Page
OwnedSocialMedia:
YoutubeChannelMetrics
MeasuringEarnedSocialMedia
• SharedContent:Sharethis&Addthis• WebAnalyMcs(ex.Google,SiteCatalyst)
• GoogleTrackbacksorLinks• RSSReader(Feedly,DiggReader)• MenMons(SumAll,SocialMenMon)
Rememberlistening?Good.
MeasuretheFullPicture
Original
CollectQualitaMveDataThatInforms
YourStrategy
ReporMngCrimes
AdvocacyRequests
IdenMfyPossibiliMesto
EngageinaMeaningfulWay
UseContent
BuildMutual
RelaMonships
TellaStorywithYourData
AGoodMeasurementPlan…
RevisitsYourGoals:
ImprovingReputa%on
CombinesAvailable
MeasurementTacMcs:
SocialAnaly%csandWebAnaly%cs
UsesQualitaMveand
QuanMtaMve
InformaMon:
CommentsandIncreasedShares
GeneralGeekiness
• Buildoffautomatedreportswheneverpossible
• ExportDatatoplayifyou’recomfywithspreadsheets
• Followblogsandreportsthatdiscusswebandsocialmetricsandtechniques
CollaborateAcross
RegionsandPrograms
QuarterlyReport CampaignSpecificReport
AnalyzeDon’tRegurgitate
• PickmetricstomeasureaheadofMme
• EvaluateoverMme
• IdenMfyanomalies
• Tellastorywithyourdata• TrackmetricsthatmaZer
Figurethatifitputsyoutosleep…
You’renotmeasuringanything.
Listen,Communicate,Create,Track
TimeonSocialMedia
Listening
CommunicaMng
CreaMng/ExperimenMng
Tracking
30%
30%
25%
15%
ThereAreaLotofMetrics
source:Metricsman.wordpress.com
Ques%ons?
DanielleBrigida
NaMonalSocialMediaManager
U.S.FishandWildlifeService
@USFWSor@starfocus
[email protected],Flickr