This document provides guidance on developing an effective social media strategy for an organization. It discusses several key points, including developing objectives, integrating social media with other online platforms, preparing organizational culture for change, allocating necessary resources, selecting appropriate tools and tactics for the target audience, and establishing metrics to measure performance. The takeaway is that a social media strategy needs to have clearly defined goals that support the overall mission and plan for engaging the target community in a two-way conversation.

1. Making Social Media Work for your Organization! Reggie Henry, CAE CIO ASAE

2. Reginald J. Henry, CAE (Reggie) Chief Technology Officer Phone: (202) 326-9547 Email: reggie@asaecenter.org Web Site: http://www.asaecenter.org Twitter: @ReggieHenry

3. Safe Haven Policy What we discuss here, stays here!

4. People Learn Differently! Questioning Discussion Please Respect Different Learning Styles Reflection Listening

5. Social Media is a “full contact” sport!

6. This social media stuff, it ain’t so new…

7. A Pictorial Timeline of Online Communities – Part 1 Choconancy1 http://www.flickr.com/photos/choconancy/ Nancy White http://www.flickr.com/people/choconancy/ Photo by

8. A Pictorial Timeline of Online Communities – Part 2 Choconancy1 http://www.flickr.com/photos/choconancy/ Nancy White http://www.flickr.com/people/choconancy/ Photo by

9. So, What’s New?

11. What’s New! The world is changing the way it communicates. The world is changing the way content is created, filtered, consumed, shared, rated…… That’s what this is REALLY all about! There is a group of folks, largely (but not entirely) defined by generation, who communicate differently. They have always communicated differently. They live their lives out loud! That’s what this is REALLY all about!

12. What’s New! A recent study by Retrevo surveyed just over 1000 Americans and asked questions such as when, where, and how much time they spend on sites and services like Facebook and Twitter.

13. What’s New! A recent study by Retrevo surveyed just over 1000 Americans and asked questions such as when, where, and how much time they spend on sites and services like Facebook and Twitter.

14. What’s New! 2006 2009 Groups include consumers participating in at least one of the indicated activities at least monthly.

15. What should I be doing?

16. Strategy Integration Mobile Social CRM What should I be doing?

17. This is exhausting!

18. This sounds like a basic concept, yet it seems that most organizations do not have a concise list of what they hope to achieve through the use of social tech; all they have is a fuzzy sense that they want to learn how to use it. Scott Klososky Enterprise Social Technology: Helping Organizations Harness the Power of Social Media Develop a Social media strategy!!!!!

19. U.S. Army Social Media Strategy for the week of: __Week ___

20. Strategy: Intention A person's intention in performing an action is his or her specificpurposein doing so, the end or goal that is aimed at, or intended to accomplish. Whether an action is successful or unsuccessful depends at least on whether the intended result was brought about.

21. Integration

22. Make sure your website and social “stuff” are integrated. Social media shouldn’t stand on its own. Sustainable social media strategy means that your entire web presence (including social media profiles and activities) ARE your website. It’s not just your URL now. But remember…. Website = Destination Social Media = Conversation About You About Them The Rules Are Different!! But they should be connected!

23. Integration: New Stuff on LinkedIn Products and Services Tab This makes the interaction more visual and encourages a broader use for the people in the company page. This should link back to a specific area of your website.

24. Integration: New Stuff on LinkedIn You can now incorporate video into your company pages!

25. Integration: New Stuff on LinkedIn Folks can make recommendations without visiting LinkedIn

26. Mobile

27. Mobile: Are you optimized for Mobile? A recent study from Ruder Finn revealed that Americans are spending nearly three hours per day on their mobile phones.. …perhaps the most interesting finding from the new data is the fact that more people are using the mobile web to socialize (91%) compared to the 79% of desktop users who do the same. It appears that the mobile phone is actually a better platform for social networking than the PC.

28. Mobile: Are You Really Ready for Tablets? Test Your Site on a Tablet Using your own site on a tablet computer is the only way to get an accurate idea of what other users experience when they browse your site from such a device. Simplify the Layout Even if your desktop site's design renders properly on tablets, that doesn't mean the battle is won. Ditch the Flash No matter where you stand on the mobile Flash debate, it's hard to deny that more open standards like HTML5 and JavaScript can accomplish most of what Flash does. Apple's iPad is overwhelmingly dominant in this space for the time being, so we have to play by their rules, to some extent. Make the User Interface App-Like Consider building a tablet-specific version of your site that utilizes some of the more app-like interface elements like subtle animations and a navigation that responds to finger-swiping. Forrester predicted that tablet sales could quadruple from 2010 to 2015, leading to a surge in tablet-based e-commerce and chipping away at the amount of Web traffic coming from PC's.

29. Mobile: Integration: Mobile Web

30. Mobile: Intentional Serendipity

31. Location based social serendipity I really need some help with this cloud computing thing… My ASAE Technology Colleagues Can we help our members have “not so chance” encounters?

32. “Social” CRM

33. “Social” CRM Social CRMA process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels.Or another way to look at it:Social CRM is the process of converting content into conversations and extending these conversations into collaborative experiences and then transforming those experiences into meaningful relationships. Martin Walsh Head of Digital Marketing & Award Winning Producer at Red Dune Films

34. “Social” CRM Whyis this so important? But in today's era of information democracy customers can educate themselves over the Internet and digital channels, through their connections in social networks, blogs, micro blogs, discussion forums, chat and much more. Marketing is now a dialogue. Prospective customers can now talk with existing customers and customers are now so well educated that the influence from traditional sales, advertising and marketing has become more negligible. Martin Walsh Head of Digital Marketing & Award Winning Producer at Red Dune Films

35. “Social” CRM Why is this so important? Because this….. Martin Walsh Head of Digital Marketing & Award Winning Producer at Red Dune Films

36. “Social” CRM …now this!! Martin Walsh Head of Digital Marketing & Award Winning Producer at Red Dune Films

39. Takeaways? You Need a Strategy!!!

40. Takeaways? The Future of Social is Mobile

42. Customers were ill-informed

43. Exchanges were monologues

45. Customers are well-informed

46. Exchanges are conversations

48. Other “Stuff”

49. 1. Know the tools!!!! http://www.pamorama.net/wp-content/uploads/2010/03/CMO-guide-social-landscape.pdf

50. 2. Know your audience What social media tools do they use? What conversations do they have there?

51. 3. Develop a Social media strategy!!!!!

52. Strategy here means figuring out what will be different after you're done. Do you want a closer, two-way relationship with your best customers? Do you want to get people talking about your products? Do you want a permanent focus group for testing product ideas and generating new ones? Imagine you succeed. How will things be different afterwards? Imagine the endpoint and you'll know where to begin. Social Media Strategy

53. Target Audience(s) Objective(s) Integration Culture Change Capacity Tools and Tactics Measurement Analysis What’s in my Social Media Strategy?

54. 1. Target Audience(s) Who do you want to reach with your new media efforts to meet your objective? What does your target audience know or believe about your organization? What key points do you want to make with your audience? What new media tools are they currently using? Describe based on direct observation, primary research, or secondary research. What additional research do you need to do to learn about your target audience’s online social behavior? http://blog.aids.gov/downloads/new-media-strategy-map.pdf 1. What’s Your Target?

55. 2. What are your objectives? What do you want to accomplish with new media? Restate your objective(s) in “SMART” terms – Specific, Measurable, Attainable, Realistic, and Time-based. Describe how your new media objective supports or links to a goal in your organization’s mission and/or strategic plan.

56. 2. What are your objectives? Are you starting an application to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them? Decide on your objective before you decide on a technology.

57. 2. What are your objectives? Understand the cost benefit of your objectives as best you can.

58. 3. Integration Social media can not be an island in your organization. How will your new media strategy support and enhance your existing Internet strategy (email, website, search engine, etc)?

59. 4. Culture Change How will you get your organization to embrace your new media strategy? Can you think of any internal champions to drive it forward? How will you address any fears or concerns? What is the rate of change your organization can tolerate? This is hard!!! But sooooo worth it!

60. 5. Capacity/Resources Who will implement your organization’s new media strategy? Can you allocate a minimum of five hours per week to your strategy? Do you need any outside expertise to help implement your strategy? Will your content updates depend on any other resource or person?

61. 6. Tools and Tactics What tactics and tools best support your objectives and match your targeted audience? What tactics and tools do you have the capacity to implement?

62. 7. Measurement What hard data points or metrics will you use to track your objectives? How often will you track? Do you have the systems and tools set up to track efficiently?

63. 8. Analysis Before What did you plan to do? What did you think would be the result? After What actually happened? How could your results have been improved? What did your audience think? What will you do differently in the next iteration?

64. Social Media Musts Authenticity – who you are is who you are! That can’t change from medium to medium. Know Your Audience – What SocMed tools do they use? What conversations do they have there? Goals – Why are you doing this? What are the metrics? How will you know if its working? Integration. SocMedcan not be an island in your organization. “Manage” not try to “control” the conversation

65. The best communities contribute far more to themselves than do the enterprises that support them. If the purpose requires the enterprise to contribute most of the content, and the community participants are mere readers, the enterprise has simply used the new technologies as another channel to push communications. Strong “social” communities support themselves

66. Thank you for your attention Questions?