Social Media Plan
Published on Nov 25, 2015
My Presentation for developing a lean and mean Social Media Plan for Tri-State Generation & Transmission
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PRESENTATION OUTLINE
Hi. I'm Carlos.
Hi. My name is Carlos Garcia. I look forward to meeting you all and hopefully having a chance to work with and get to know you.
Social Media Plan
Tri-State Generation & Transmission
What follows is less of a prescriptive proposal and more of a suggested process for revamping and aligning the Social Media Plan under the broader Marketing Strategy.
I'll pose nine questions and then give some suggestions of where I think we might need to go.
Given the chance, I'd like to replicate this process and listen to your answers in order to develop a real plan. I have much more to learn from all of you by listening. That said...
I'll pose nine questions and then give some suggestions of where I think we might need to go.
Given the chance, I'd like to replicate this process and listen to your answers in order to develop a real plan. I have much more to learn from all of you by listening. That said...
Photo by fr4dd
“Through careful planning, strong leadership and staying focused on our core values of putting our members first, we believe that we will continue to effectively deliver on our mission of providing safe, reliable and affordable energy.”
-Mike McInnes
I thought this was a good place to start....
(read quote)
We need to begin the planning process with an honest assessment of where things are now: what is working, what can we measure, what needs improvement.
We want a realistic appraisal for later comparison.
(read quote)
We need to begin the planning process with an honest assessment of where things are now: what is working, what can we measure, what needs improvement.
We want a realistic appraisal for later comparison.
Photo by fr4dd
What should we aim to achieve?
We need to make sure our Social Media goals and tactics align with the overall Marketing Strategy.
And, we need to make certain all our efforts are measurable. We'll talk more about how to measure our Social success later but...
It's important that we set early specific goals for every piece of our Social Media efforts.
And, we need to make certain all our efforts are measurable. We'll talk more about how to measure our Social success later but...
It's important that we set early specific goals for every piece of our Social Media efforts.
Photo by Paxson Woelber
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And we all need to be on the same page working as a team.
Individual efforts absolutely must align with the greater plan so we can foster some positive cross-pollination and the overall timeline.
The goal of social media should be to foster community and build advocacy.
Individual efforts absolutely must align with the greater plan so we can foster some positive cross-pollination and the overall timeline.
The goal of social media should be to foster community and build advocacy.
Photo by theirhistory
Who should manage what social channels?
We need to delegate our posting and monitoring efforts wisely. It's critical, especially early on, that we do this with a realistic sense for what is actually achievable.
We'll talk more about the Editorial Calendar in a minute.
We'll talk more about the Editorial Calendar in a minute.
Photo by Nguyen Vu Hung (vuhung)
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The idea is to look deep into the fine grain details of each Social Media channel used. We want to master best practices for getting out our messaging. We want to leverage all the newest tools and keys and tweaks and hacks and get the most out of each interaction, each conversation.
Photo by seanmcgrath
Should we be everywhere at once?
It's unrealistic to be everywhere on Social Media. The truth is, we're probably spending too much time in certain channels and not enough were there might be a better opportunity for making connections. (For example...)
We need to measure what works and what doesn't. And we need to change how we use those channels that aren't performing.
So, to answer the question, it's generally better to do a few channels really well than to spread ourselves too thin.
We need to measure what works and what doesn't. And we need to change how we use those channels that aren't performing.
So, to answer the question, it's generally better to do a few channels really well than to spread ourselves too thin.
Photo by ChrisL_AK
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More important than being everywhere is getting to know our audience. We need to be intimately aware of the persona with whom we're communicating.
We need to find out where our ideal audience is spending their online time. We need to foster community spaces where we can build advocacy. (We want to convert "users" and "readers" into "advocates".)
We need to find out where our ideal audience is spending their online time. We need to foster community spaces where we can build advocacy. (We want to convert "users" and "readers" into "advocates".)
Photo by courosa
What are the best social networks?
Of course, the best networks are the ones that work best for our messaging goals. LinkedIn is the obvious choice for HR. Google+ can help elevate our organic search results. YouTube is simply awesome for any and all video content. Facebook and Twitter should really serve the purposes set by the blog. This brings us to the importance of content (quality and depth).
Let's set up tests that allow for: 1.) early feedback, 2.) safe failure, 3.) an iterative approach. The key is to move with forethought and intention. Let's get comfortable with to our social media design and execution.
Let's set up tests that allow for: 1.) early feedback, 2.) safe failure, 3.) an iterative approach. The key is to move with forethought and intention. Let's get comfortable with to our social media design and execution.
Photo by socialmediahq
How often do we post new content?
Here's where that Editorial Calendar comes in handy. It will be a living document that keeps us on track well ahead of deadlines.
But again, unless there's something I'm missing we should be focusing on quality, deep content rather than quick posts done often.
But again, unless there's something I'm missing we should be focusing on quality, deep content rather than quick posts done often.
Photo by Steys
Edit Flow Editorial Calendar
EditFlow is my current favorite choice for managing our Social Media Editorial Calendar. I was happy to see that the blog is done in WordPress and the new website platform will be Drupal.
Edit Flow is a free plugin that allows us to create and manage our editorial calendar within WordPress (even if it's embedded in Drupal).
Edit Flow is a free plugin that allows us to create and manage our editorial calendar within WordPress (even if it's embedded in Drupal).
What types of content work best?
Let's test this question over and over again in different Social contexts. But as a rule, we should continue focusing on strong narratives (hopefully, strong visual narratives) with personal and authentic connections. Let's find, define and maintain our tone and voice.
I just recently found Network Magazine. That magazine as well as the depth of quality photography archived in Flickr blew me away. Those are two examples of excellent content wells.
I just recently found Network Magazine. That magazine as well as the depth of quality photography archived in Flickr blew me away. Those are two examples of excellent content wells.
How do we convert followers into advocates?
This is perhaps our greatest challenge. I don't yet have a good answer to this. My sense is that we... I, will have to do some deep fishing in some obscure turbine mechanics blogs (and the like) to find out where the influencers (and trend-setters?) are spending their time online.
Although we don't have a sales focus, it might be beneficial to think in terms of conversions. Sales has prospects, we have followers. They complete sales, we build advocacy.
Although we don't have a sales focus, it might be beneficial to think in terms of conversions. Sales has prospects, we have followers. They complete sales, we build advocacy.
Engage our audience
We're hoping for engagement, right?
If we can address the needs of our audience and point them toward solutions to their problems we can build trust, a sense of online community and ultimately convert them from simple users or followers to strong advocates who recommend us and our brand.
If we can address the needs of our audience and point them toward solutions to their problems we can build trust, a sense of online community and ultimately convert them from simple users or followers to strong advocates who recommend us and our brand.
Photo by Intersection Consulting
So, how do we measure success?
Well, we already talked about setting our standards early.
We need to find the best ways to measure user engagement.
We need to find the best ways to measure user engagement.
Photo by alastoros oistros
Google Analytics
How many here are familiar with how Google Analytics works?
It's a powerful tool that requires a little bit of work up front so that we can benefit from measurable patterns later (well beyond Facebook likes!).
It's a powerful tool that requires a little bit of work up front so that we can benefit from measurable patterns later (well beyond Facebook likes!).
Photo by IvanWalsh.com
What is the biggest mistake to avoid?
And finally, the biggest mistake to avoid is thinking that any one plan is etched in stone. The Social Media Plan is really just meant to be a guide. It, like the Editorial Calendar is a living, flexible document. It should be shared and reviewed and tweaked often.
Photo by colemama
Recap:
- What should we aim to achieve?
- Who should manage what channels?
- Should we be everywhere?
- What are the best channels?
- How often do we post content?
To recap...
Photo by ChrisGoldNY
Recap:
- What types of content?
- How do we convert followers?
- How do we measure success?
- What is the biggest mistake?
To recap...
Photo by ChrisGoldNY
