Sustain success by delivering on an EXPECTATION of shared VALUE and a worthy RETURN on each participant’s investment of time and attention. Three benefits: Get useful help in a two-way arrangement; Take advantage of valued information exchange; and Get and give recognition that matters to others.

1. Dr. Michael A. Brown Sr.
May 14, 2013
Focus on the “WHY”
of Participation

2. • What is EVR?
• What is Social Capital?
• Networking Initiatives
• Social Media 4EVR Objectives
• Planning
What We’ll Cover

3. Something Funny

4. What is EVR?
• Sustain success by delivering on an EXPECTATION
of shared VALUE and a worthy RETURN on each
participant’s investment of time and attention
• Three benefits:
1. Get useful help in a two-way arrangement
2. Take advantage of valued information exchange
3. Get and give recognition that matters to others

5. It’s NOT about
the path
It’s NOT about
the platform
It’s about
Social Capital

6. • Understand the importance of building social capital
What is Social Capital?
Social capital is the value or reward
for effectively applying one or more
of the pillars of social media. It
provides a foundation for addressing
expectation, value and return.

7. • Find real value in your activities that transcends time, giving you
continuity
• Focus on identifying, achieving and nurturing social capital
• Take advantage of one or more of the four pillars of social media
strategy to pursue your goals and objectives:
– Communication: Ensure continuous interactions whenever possible
– Collaboration: Foster cooperation when exchanging valuable information
– Education: Leverage appropriate learning styles to ensure success
– Entertainment: Use humor, emotion, empathy, sympathy, etc., to deliver a
message
A Different Approach

8. Focused Activities
Networking
Initiatives

9. • Discover new social media thought processes
• Analyze the reasons for participation
• Stress value propositions critical to networking success
• Embrace the need for planning
Target Areas

10. • Discover new social media thought processes
– Barriers to entry are almost non-existent
– Almost effortless to get involved in social networking activities
– Focus on your end state, not the platform you use
– Allow the destination, not the path, to be the focus
Focus: Think Differently

11. • Analyze the reasons for participation
– Ask questions about relationships between social networking and individual
performance much earlier in the process
– Goal-setting should precede social networking start-up
– When it doesn’t, it should happen as early in the process as possible
Focus: Energize Your Participation

12. • Stress value propositions critical to networking success
• Set measurable goals for participation
• Pursue your end state vigorously
• Seek feedback and verification that your social media approach
is working
Focus: Pursue Value

13. • Embrace the need for planning
• Social media success lies in developing an understanding of
practical applications and partnering with others to build
community
• Allow organizations to demonstrate the full range of possible
benefits of social networking endeavors
– Potential individual benefits are often an after-thought in social networking
• Build an adoption and participation model to predict and
promote social networking activities
Focus: Embrace Planning

14. Audience & Participation Focus
Objectives

15. 1. Help people and organizations identify social media
participation expectations, value and return on investment of
time
2. Develop or improve organizational or personal branding efforts
using tools and techniques provided herein
3. Demonstrate how to develop a social media plan that
addresses the goals required by either organizational or personal
brand
Three Keys to Success

16. • Think about how your intended communication will be
perceived by your target audience
• Engage
– Conscious attempt to gain attention and reputation
– Understand what you have to offer and offer it
– Determine what knowledge you can share that is worthy of giving and
receiving input
Know Your Audience

17. • Create a process to successfully guide you to goal achievement
• Create compelling content
• Facilitate adoption or participation with strong WIIFM
• Filter incoming and outgoing information – both should be
geared to reach your social media participation goals
• Maintain levels of activity and stay interesting
Focused Participation

18. End State and Action Plan
Planning

19. • Good plan fights negative outcomes – fail to plan, plan to fail
• Plan can serve one of two purposes
– If you have a plan before you engage in social media activities, it can protect
you from the threats mentioned above
– If you’re already engaged, a good social media plan can make course
corrections and improvements that will make your social media activities even
more rewarding
• Include performance considerations in the beginning stages of social
networking
• Affect online interactions as they happen & seek supportive behaviors
Achieve Your End State

20. • Employ tools & techniques to engage audiences in a meaningful way
• Measurable Goals
– What do you want to accomplish (e.g. become a known expert on a subject
and be a source for media)? Who is your corporate voice?
• Targeted Audiences
– Who will be interested in your content?
• Strategically Selected Channels
– Which audiences – blog, twitter, Facebook, four square, podcasts…?
• Focused Topics
– What are you going to write about and, if more than one subject, how often
will you cover each?
Social Media Action Plan

21. 1. Introduction/Overview
2. Objectives – measurable with a timeframe for completion
3. Audience – specify your segments of a population
4. Communication Strategy (Base on the four pillars)
5. Key Success Factors: access, value, benefits, opportunity to
connect
6. Measurement
7. Content Development and Distribution
8. Benefits
Social Media Plan Outline

22. Michael A. Brown Sr., Ph.D.
LinkedIn:michaelbrown76
Twitter:@MichaelBrown76
Skype: mike.brownsr
Mobile: (757) 876-6589
Website: www.rightfitcomm.com
Bio: http://rightfitcomm.com/michaelbrown/
Blog – Right Fit Leading:
http://rightfitcomm.com/wordpress/