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Social media
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Notes de l'éditeur
- TWILA – Welcome to day 3 of the Western Construction Association Conference. Today we just want to share a bit of our Social Media Plan, the social media mediums we’re subscribing to, and we also want to hear about what you’re doing at your association – how is Social Media working for you.
- Social Media is a conversation supported by online tools. (Facebook, Linkedin, myspace.com,instagram, Twitter, YouTube, etc.)Long gone are Letters to the Editor.Today, Twitter, blogs, and articles with comments “turned on” facilitating real-time conversation. Social media and digital marketing creates new venues for getting the word out when compared to conventional media, which has many advantages for online marketing, but also a number of pitfalls if you’re not careful as we’ll discuss later. Creating a Social Media Plan is step number one.
- Here’s some background on Winnipeg Construction Association’s Social Media Plan.
- Mitch: Questions your social media plan should answer.1) Target audience? Who do you want to engage with? 2) Goals? How will you measure success? Strictly judging success by the number of likes and/or followers may be too simplistic, as we’ll discuss. 3) Which networks make sense for you? You may prefer to stick to the avenues that offer the most control or you may want to put yourself out there and take the associated risk/reward to doing so?4) How will you monitor conversations about your association? Some effective content management programs will allow you to monitor without huge time commitments.5) Who will proactively post on the association’s behalf? Will you choose one contact where all communications funnel through or several with account access?
- TWILA -- What is WCA’s target audience when it comes to Social Media?Current and prospective members: Social media is another communications vehicle to reach our members, highlight our services, etc. Alternatively, social media may be a way to generate leads for prospective members and make initial contact.Media & Government: Through social media, we can highlight our association initiatives, particularly those where we want to extend the public reach/awareness (For instance, following the Manitoba Construction Career Expo, we use our Facebook page and YouTube channel to promote the event and the skilled trades shortage. We can direct media and government to the video on our YouTube page, or to a post event write up or comments on our Expo Facebook page – both which we explore more later in the presentation.Industry Partners: With social media, WCA is able to network with like-minded construction associations in other jurisdictions – associations like youLocal Community: We’re a source of news – or the voice of the construction industry for the local community
- MITCH -- Some specific Goals we’re looking to achieve through participating in Social Media:Positive engagement with industry partnersPositive engagement with the media – for instance, more exposure. Can send out a tweet and include the Engagement with employees of WCA member companies – often our various email blasts and marketing efforts only reach the main WCA contact at a company – or the gatekeeper as you might call them. It’s important that the services we offer, and the news we disseminate reaches the entire membership, and all employees of our members. Social media is a great way to target and focus our attention on reaching a younger crowd – for instance, the Under 35 group, who normally doesn’t communicate with us.Generate targeted traffic to winnipegconstruction.ca – this is pretty basic and very key. Our website is our home on the World Wide Web, and our mission, history, news, services and opportunities are up-to-date on our website. The more people we can drive to our website, the better.Be a source of news on construction specific information – whether it be new legislation or breaking stories of the day. For instance, we re-tweet without subjectivity in most cases.Content marketing – newsworthy items that increase brand awareness among local community members.
- TWILA -- Social Media Mediums that WCA subscribes to include: Facebook, Linkedin, Twitter, and YouTube
- TWILA -- Raise your hand if you have a Facebook account!Facebook has more than 955 million users, and the majority of those users are between 18 and 25. WCA has chosen not to have a Facebook page specific to WCA at this point, but we do have a Manitoba Construction Career Expo Facebook page. Facebook is the best opportunity for starting conversation with the Expo’s target audience – grade 9-12 students.
- Currently we have 70 people “liking” our page, but our goal is to increase that number at the upcoming Expo, by driving students to enter to win a contest for liking the page. Many need some sort of enticement or call to action for the initial liking. Once they “like” a page, they are more than likely there to stay.We continue to monitor and provide relevant content on the Career Expo fan page.Those of you who are using your mobile devices -- “LIKE” Manitoba Construction Career Expo on Facebook. Do any of the associations represented here have a Facebook page? Would you be willing to tell us why you decided to start an association Facebook account, and how it’s working for your association so far?
- MITCH -- Raise your hand if you have a Twitter account. Raise your hand if you actually Tweet on your Twitter account.Twitter has more than 555 million users. It is also one of the best tools for interacting in real-time.WCA’s Twitter feed is twitter.com/WCAnews (FOLLOW US!)Why do we do Twitter? To build relationships and communicate with industry partners and affiliates, media, and the public at large, including potential member prospects.
- WCA’s Twitter feed was established shortly after the presentation last year in Victoria by bWest communications. We aim for a minimum of three published tweets per day – this includes original content as well as re-tweets, with an emphasis on news items, not so much shameless promotion. We try to space out our tweets so we have maximum exposure. We also include photos and videos to increase engagement.Examples: I was at the Skills Manitoba event and was able to tweet live updates and photos from the event. (show this example)What else does WCA tweet? Company news or relevant services – with links back to our website, Workplace safety, industry news, photos, and videos, community involvement, discussion surrounding current events, careers in construction, conferences, events, education opportunities, awards, recognition, certifications, etc.WCA uses common hashtags for maximum exposure: #Manitoba, #Winnipeg, #skills, as they relate to the tweet.How are we building a quality audience? (Start following people, hashtags, links to Twitter, search lists, etc.) engagement with other like-minded tweeters. Like other associations in the room.Which associations have a Twitter account? Can you tell us about it? Positives and negatives?
- TWILA -- Raise your hand if you have a YouTube Channel or have posted a video on YouTube. Raise your hand if you have watched a video on YouTube.YouTube has 1 billion monthly unique visitors, and is the third most visited website. Any idea which two websites are more visited? (Facebook, then Google)WCA’s YouTube Channel is www.youtube.com/wpgconstruction (SUBSCRIBE to our channel)
- MITCH -- It’s still very much in its infancy. We haven’t pushed this out to our membership yet as we focus on creating content. Our intent is to shoot short 2-3 minute videos at our events and internal functions and promote them here.How will we entice subscription: e-News, links back to the channel, giveaways, education discount?, other ideas…Notice the links back to our Website and to our Twitter feed. This is to integrate all of our marketing efforts and reinforce/invite people to all of our social media channels – especially our website.Which associations have a YouTube Channel? What are you posting? How are you using it?
- MITCH -- How many of you are a member of Linkedin?LinkedIn Corporation is a social networking website for people in professional occupations, mainly used for professional networking. More than 200 million acquired users with a majority of members are between 26-34, directly followed by 35-44.It is the number one B2B or business to business tool.WCA’s page is http://ca.linkedin.com/company/winnipeg-construction-association – LinkedIn with WCA. It’s also in its infancy. We think it’ll be a good tool to reach our under 35 group and get beyond the main points of contact at our member companies. Possible discussion group portal for some of our trade committees as well.TWILA -- Debi Case, Membership Coordinator with Southern Interior Construction Association, is a extremely familiar with Linkedin, and has agreed to give us a bit of background on it, and how it can work for our associations. Debi…
- TWILA -- Debi Case, Membership Coordinator with Southern Interior Construction Association, is a extremely familiar with Linkedin, and has agreed to give us a bit of background on it, and how it can work for our associations. Debi…
- TWILA -- At WCA, it’s important we integrate our marketing efforts so that all aspects of our marketing communication -- our advertising, public relations, direct marketing, online communications and social media -- work together.For example –WCA e-News is sent via email, it’s on the scrolling bar on our website, it’s tweeted, and it’s sent out via Linkedin, etc. It’s also important to include social media icons into our email signatures so that contacts and email recipients are directed to our social media accountsIt’s also important that the look and feel of the social media is consistent with our other materials and that the brand is easily identified. That means, including the WCA logo on all online marketing, the tagline/positioning statement to enhance our identity and communicate our purpose, (New in 2013 is our “Building Opportunities tagline”), and a consistent design and image.
- MITCH -- Social Media isn’t a campaign, you have to commit for the long haul. WCA has just started and we have a long way to go.How do we measure success and track engagement? Hootsuite. (Measuring Success)Show Hootsuite template, discuss search fields and geocode (local)
- It’s easy to get burned by Social Media if we’re not careful. Here are a few social media lessons to follow:Hashtag Hijack – #aurora – so, very shortly after the shootings at a movie theatre in Aurora, a boutique that has a “Aurora” dress tweeted a promotional tweet using the #aurora hashtag “#Aurora is trending, clearly about our Kim K inspired #Aurora dress. Lesson: don’t use a sensitive or disaster hashtag to promote your business.During this same disaster, the NRA sent out a badly-timed pro-gun tweet, sent via Hootsuite, which was probably scheduled. “Good morning, shooters. Happy Friday! Weekend plans?”Lesson: If you’re using a scheduling tool, be prepared to delete.Account Mix Up –happens all too often. An employee thinks they are on their own personal account, but they’re really on the company’s account. (use the American Red Cross Example: “Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettingslizzerd”)Followed with: “We deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.” This gained the Red Cross good attn.Lesson: Keep your private and public accounts separate. Many apps will aggregate accounts and let you post from multiple accounts. Don’t do this.Bashtagging – Be careful when starting a campaign, if your company or the industry is in the news for negative reasons – your social media channel can be taken over. For instance, when Starbucks started promoting a hashtag #spreadthecheer as part of a campaign, it was quickly taken over by tweeters more concerned about Starbucks’ tax record than coffee.Over-sharing – Know what you can and cannot tweet. For instance, the CFO of a clothing company tweeted share-price sensitive information, meaning it was shared with his followers before the public. He was fired.Over-reacting – Don’t overreact. The Red Cross is a good example. So is Burger King. Burger King’s Twitter account was hacked and its name changed to McDonalds. Burger King regained control of the account, light-heartedly tweeting: “Interesting day here at BURGER KING, but we’re back! Welcome to our new followers. Hope you all stick around!”So, what can we learn from these so-called screw ups? Make a Social Medi Plan, represent your association properly, and engage customer/member in conversation.
- Search list w/ #WCAC?