Learn how to excel at social media and perfect your Social SUPER Powers!

1. Be a Social Media Super Hero
#SocialSuperHero
Presented by Lisa Peyton

2. 10 years experience in digital
•Teacher
•Writer and Blogger
•Social Media Strategist
•Executive Social Media Coach
•Student
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

3. What I know about you…
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Want to learn more about social media
BUSY professional women
Do I even have time for social media?
What’s the value?
What will I ‘say’ on social media?
I don’t know enough to get started.
Overwhelmed by all the options!
I don’t have a strategy or plan for social
media.
Other challenges?
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

4. Go from this…
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

5. To this…
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

6. What I hope to leave you with:
• PROVE the value of social media
• New approach to online identity
• Social media opportunities and
benefits
• Outline for social media strategy and
plan
• Tools of the trade
• Ongoing support and additional
resources
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

7. Leave feeling:
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Confident
Inspired
Hopeful
Heroic
Supported!
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

8. Why online?
• People ARE looking for you online
• 97% of consumers use online media*
BEFORE buying products and
services
• ‘Word of Mouth’ businesses STILL
need to build online presence
• Employers, prospects, clients,
colleagues, friends, blind dates,
*http://www.biakelsey.com/company/press-releases/100310-nearly-all-consumers-now-use-online-media-to-shopneighbors ARE ‘Googling’ YOU
locally.asp
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

9. Find this?
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

10. Might as well do this…
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

11. Your ONLINE identity IS REAL
• Can’t ignore ‘virtual’ any longer
• Everyone is connected and looking
online
• Many first impressions are digital
• Multiple roles, multiple identities – our
REAL lives are just one window among
many
• Digital worlds and ‘real’ worlds colliding
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

12. Only years away from this:
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

13. 5 Benefits Unique to Social
Media
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

14. 1) You can control your digital self – Who do you
want to be? What do you want your brand to be?
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

15. 2) The power of weak ties and increased social
capital.
Research shows people are more likely to
get jobs from friends of friends, rather
than immediate friends.
social capital is the expected
collective or economic benefits
derived from the preferential
treatment and cooperation
between individuals and
groups.
Research shows that the more time people spend online the more in-person
contact they have, thus positively enhancing social capital.
*http://www.psychologytoday.com/blog/positively-media/200903/why-linkedin-works
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

16. 3) No more gatekeepers – you are your own
publisher.
Low Cost
High Reach
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

17. 3) Crowdfunding - No money, no problem!
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

18. 4) Access to influencers, thought-leaders and
firestarters.
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

19. 5) Level Playing Field – People more powerful
than corporations on social networks.
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

20. Social Strategy – THE PLAN
1) RESEARCH
2) PLANNING
3) LISTENING & ENGAGEMENT
4) COMMITMENT & ACCOUNTABILITY
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

21. Part 1: Research
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

22. Why do you need a strategy
anyway?
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What are you trying to accomplish?
Who are you trying to reach?
Which social media platforms will be most
effective?
How will you define success?
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

23. S. N. A. P. – Social Need Action Plan
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

24. YOU – Self Discovery
•WHO are you?
•What are your PIT’s? (Passions,
Interests and talents?)
•What are your professional goals?
•What do you have to offer?
•What is your current digital
footprint?
•What is your signature story?
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

25. Workshop: Google Yourself
1) Go to the Google AdWords Preview
Tool:
https://adwords.google.com/d/AdPr
eview/
2) Google Variations of your name
and/or your company name.
3) Are you on the first page?
4) Are all results positive?
5) Record your results on the Planning
Guide Spreadsheet ‘Research’ tab.
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

26. SMART Goals and Objectives
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What do you want to accomplish?
Is it measurable?
Is it time-sensitive?
Does it help you meet your overall career and business
objectives?
Can have more than one social media objective
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

27. My 2014 Objectives
Social Media Objective 1:
Grow, engage and learn
from my professional
network by posting
provocative and valuable
information online.
Social Media Objective 2:
Build stronger
relationships with my
personal network by
reading their updates and
sharing my own.
Measureable Outcome:
25% increase in overall
followers, fans and
connections and 25%
increase in engagement by
Dec 31, 2014.
Measureable Outcome:
100% increase in my
engagement rate with my
friends updates by Dec 31,
2014.
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

28. Part 2: Planning - Building Your
Roadmap
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

29. Defining Your Audience
Segments
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Review your research, goals and objectives.
WHO are you speaking to?
Determine specific categories of similar audience
members
They can include: colleagues, potential clients,
potential employers, friends, family, book club
members or any group that you are directly
associated with.
Within each of the segments listed above there
may be additional sub-segments
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

30. My target segments
Professional Peers
•Strategists
•Bloggers
•Community Managers
My Students
• Current students
•Alumni
•Program administration
Local Friends
• Friends
•Family
•Portland-based
Out-of-towners
•Friends
•Family
• NOT in Portland
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

31. Social Media Channels
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Definition via Wikipedia: Platforms on
which people create, share, and/or
exchange information and ideas.
Hundreds of popular social media
platforms
Which ones interest you? (P.I.T.’s)
Which ones house your target audience?
Which ones will help you meet your
objectives?
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

32. Channel Selection
• WHO – Is your target audience using
the platform?
• WHAT – Align the type of media on
each platform with your own interests.
• WHY – Does engaging on this channel
MEET your overall objective?
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

33. Part 3: Listening and Engagement
Strategy
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

34. You’ve GOT to Listen
• Social media is all about conversation.
• Dinner party metaphor – NOBODY wants to
sit next to the guy who can’t stop talking
about himself.
• Listening, commenting and sharing other
peoples content needs to be part of your
strategy.
• Develop a listening strategy for each channel
you engage on.
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

35. Listening Strategy
• Schedule time to ‘listen’ on each channel you’ve
selected.
• Be sure you’re updated EVERY time someone
engages with you or your content on social
media.
• Respond to those that comment, like or share
your content.
• Consistently scan social media channels for
updates from your network that interest you.
Comment, like and share. BE AUTHENTIC!
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

36. HOW to Listen
• Google Alerts – Google will email you whenever
someone uses your name, your company name or
mentions a topic of interest to you.
• Email Updates – Review social platform settings to
ensure you get an email when someone engages with
your content or mentions you on Twitter.
• Phone Apps – Use social platform mobile apps to
‘listen’ to your channels when you’re on the go.
• Social Dashboard – Create a social media listening
dashboard using a 3rd party tool like Hootsuite.
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

37. Engagement Strategy
• Once you’re comfortable ‘listening’ it’s time to
ENGAGE.
• Plan posts based upon your audience’s NEEDS –
S.N.A.P.
• Discussion questions and rich media make the most
engaging posts.
• Determine the frequency of your updates on each of
your selected social media channels.
• Be realistic in terms of your time commitment.
• Customize - Test different frequency schedules to
determine which resonates with your audience. There
is NO standard formula that works for everyone.
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

38. S. N. A. P. – Social Need Action Plan
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

39. Part 4: Commitment and
Accountability
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

40. But is it working?
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After research, planning and posting – it’s time to
determine if you’re connecting.
Social media provides real-time feedback from
your target audience.
Tracking key performance indicators or KPI’s over
time is the BEST way to determine effectiveness
KPI’s should be based upon your objectives and
limited to only actionable metrics.
Track at LEAST monthly
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

41. Choosing Your Metrics
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Should be fairly painless if you have clearly
defined objectives.
Engagement Metrics: Comments, ‘likes, +1’s,
reshares, RT’s, video views, downloads
Growth or Reach Metrics: # of fans, followers,
likers, etc.
Unless you want to spend HOURS tracking,
make this a short list
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

42. My 2014 Objectives and KPI’s
Social Media Objective 1:
Grow, engage and learn from
my professional network by
posting provocative and
valuable information online.
Social Media Objective 2:
Build stronger relationships
with my personal network by
reading their updates and
sharing my own.
Metrics:
•Overall # of followers, fans,
‘likers’, etc.
•Engagement rate on each
platform (# of rt’s, comments,
likes, shares)
•Klout Score
Metrics:
• # of times I
comment, like, share, etc.)
• # of times they
comment, like, share, etc.)
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

43. My Metrics – Tracked Monthly
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# of LinkedIn Connections
# of Instagram Followers
#of Twitter Followers
#of Google+ Circlers
Klout Score
# of RT’s, replies, mentions on Twitter over the last month
(Tweetreach or Hootsuite)
# of comments, shares, likes from my personal connections
on Facebook over the last month (Facebook insights)
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

44. TOOLS of the Trade: ‘A workman is
only as good as her tools’
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

45. Tools Covered:
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Hashtags
Twitter.com
Hootsuite.com
Vizify.com
Flipboard.com
Followerwonk.com
Tweetreach.com
Newsle.com
RebelMouse.com
Klout.com
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

46. What these tools can do for you
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Save you time
Help to measure your success
Save you money
Streamline your social media updates
Provide valuable insight
Provide compelling content to share
with your network
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

47. #Hashtags
• Not just on Twitter anymore – Google+,
Facebook, Instagram and other platforms employ
them.
• Hashtag – A word or phrase preceded by the #
symbol that helps people find and join
conversations about a particular topic.
• Research and follow hashtags relevant to your
objectives – #socialmedia #coaching #PDXDMS
#pdxBCB #digitalstrategy #marketing
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

48. Twitter
• GREAT content source
• Regularly follow relevant and active hashtags
• Create lists of influencers and thought-leaders
in your industry
• Add lists and hashtags to your listening
dashboard
• RT with relevant hashtag can provide value
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

49. My Twitter Lists:
Media Psychology
Scholars, psychologists,
bloggers and journalists
talking about media
psychology.
Newsies:
Social media and tech
editors and journalists.
Potential writers who may
be interested in publishing
my articles.
PEYTON MEDIA MANAGEMENT
DC Family:
Family and friends from my
hometown.
Transmedia Storytellers:
Professionals working to
create transmedia
experiences.
Social Media Planning Guide

50. Hootsuite
• My FAVORITE low-cost social media dashboard tool
• Manage and connect with over 35 networks including
Facebook, Instagram, Twitter, Google+, YouTube and
LinkedIn
• Pro plans starting at $8.00 per month
• FREE option
• GREAT mobile phone app – manage social media away
from your desktop
• Hootsuite University – AMAZING tutorials about how
to configure and use the tool
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

51. My Hooty Dashboard:
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

52. My Hooty Mobile Dashboard:
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

53. • Standard Vizify accounts create a DYNAMIC
online social media bio
• Can be added to website, email
signature, anywhere
• Vizify Premium comes with a custom
domain, yourname.com, and hosts your Vizify
bio.
• Plans start at $7.00 per month
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

54. Flipboard
iPhone share
feature
• AMAZING mobile app that allows you to FIND and share compelling
content – iOS, Android, Windows, Blackberry, Kindle Fire and NOOK
• Can update multiple accounts –
Twitter, Facebook, Google+, LinkedIn, tumblr, Flickr, Instagram
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

55. • Followerwonk owned by moz.com
• Free and paid version
• Analyze feature allows you to slice your
Twitter followers into actionable segments
• Search for Twitter influencers in your industry
• Find the most active hours of your current
followers
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

56. • Free report offers up Twitter data for the past
week
• Pro reports start at $84 per month
• Shows estimated reach, impressions, replies,
retweets, top contributors and most
retweeted tweets
• GREAT tool to help determine WHICH content
is valuable to your audience
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

57. Newsle email
updating me
about LinkedIn
contacts’
content
• Tool that sends content from your Facebook friends or
LinkedIn connections to your inbox
• Tweet/Share link with author’s Twitter ID from your inbox
with one click
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

58. Easily
customizable
webpage
content
sourced from
social media
profiles
• Social hub content aggregator
• Can create standalone website, $10.00 per month – integrates with
MailChimp to provide seamless email/newsletter functionality
• Pulls all social media updates into website or blog ready format
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

59. • Klout provides a ‘score’ to help determine
influence
• You can connect all your social channels with
Klout to help increase your score
• Klout now helps you ENGAGE by curating
content your followers may find valuable
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Social Media Planning Guide

60. PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

61. Additional Resources and Ongoing
Support – www.lisapeyton.com/store
USE discount code:
PDXFX for 50% off my
online course!
• Four video presentations on Planning Your
Strategy
• Listen on your smartphone, iPad or at your
desktop
• Hands-on workshops
• PDF Library filled with dozens of hands-on
resources and guides
• Ongoing LinkedIn Group – Be a Social Media
Super Hero – created JUST for my online students
PEYTON MEDIA MANAGEMENT
Social Media Planning Guide

62. Contact: lisa.peyton@gmail.com
Website: www.lisapeyton.com
Twitter: @LisaPeyton
Slides: http://www.slideshare.net/lisapeyton
PEYTON MEDIA MANAGEMENT