army reserve social media brief ragan conf

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Andrew Morton, Army Reserve Web & Social Media [email protected] Andrew Morton, Army Reserve Web & Social Media [email protected] Creating, Managing & Sustaining Social Media Develop a plan, get it approved & sustain you presence w/o sleeping with your smart phone!

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This Army Reserve Social Media Presentation discusses the development of our social media plan, working to get approval for our program, creating content & managing the community of users

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Page 1: Army reserve social media brief  ragan conf

Andrew Morton, Army Reserve Web & Social Media [email protected] Andrew Morton, Army Reserve Web & Social Media [email protected]

Creating, Managing & Sustaining Social Media

Develop a plan, get it approved & sustain you presence w/o sleeping with your smart phone!

Page 2: Army reserve social media brief  ragan conf

Andrew Morton, Army Reserve Web & Social Media [email protected]

• Mission, Strategy & Business Case- You can’t go where you want to go till you know where that is, and you need to get by the Gate Keeper

• The Plan is done..Now what?– r3 (real, relevant & responsive)• How to Develop Content?- “Content Management” within Social Media Sites –

What works, when and how do I get my hands on it!

• How to “Manage the Community”- I was so busy figuring out how to get great content I forgot to ask myself “What happens if I do create a site that people find, & interact with?”

• Ways to avoid sleeping with your “smart phone”- Developing a “community management team that helps moderate & maintain your sites.

• Creating On-line Advocates- a3 (awareness, activity & advocacy)• Leveraging the power of your followers- transitioning from participant to

“Digital thought leader.”

Agenda Agenda

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Page 3: Army reserve social media brief  ragan conf

Andrew Morton, Army Reserve Web & Social Media [email protected]

Web/ Social Media Mission & Strategy

• Strategy: Integrate Web Site and Social Media Platforms to create “on-line communities” that value, interact with and share content.• Make Web 1.0 more “sociable” thru functionality that

promotes “two-way conversations” (Feedback, commentary, and content)

• Provide Leadership with a real-time venue to communicate directly and gain direct feedback

• Mission: Web and Social Media creates, moderates & monitors on-line communities to enhance public awareness & support while fostering Soldier & Family readiness.

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Page 4: Army reserve social media brief  ragan conf

Andrew Morton, Army Reserve Web & Social Media [email protected] Andrew Morton, Army Reserve Web & Social Media [email protected]

How do I turn this… Into These?

Translation please!!

Page 5: Army reserve social media brief  ragan conf

Andrew Morton, Army Reserve Web & Social Media [email protected] Andrew Morton, Army Reserve Web & Social Media [email protected]

Build Your Plan…& a Brand!

You have to have a Plan!

Oh..Approval Would be nice too!- Although not mandatory

• Getting through the Gate Keeper requires 3 things:• A business model that shows ROI• A plan that answers the question “what happens if

the Sh%t hits the fan?” • A willingness to get fired!

Now you’ve got permission..what next?

Page 6: Army reserve social media brief  ragan conf

Andrew Morton, Army Reserve Web & Social Media [email protected]

Social Media Content “Big 3”

“Customer Relations Management” (CRM)- “Tools and Technologies used to “connect” your customers and influencers” into your collaborative platforms (facebook,Twitter, Blog & Flickr)

Real

Relevant Responsive

Content Management- Analysis of Medium, Audience & Objectives is critical in creating and fostering content that promotes awareness, activity, & advocacy

r3

“ok..what’s next?”

a3=

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Page 7: Army reserve social media brief  ragan conf

Andrew Morton, Army Reserve Web & Social Media [email protected] Andrew Morton, Army Reserve Web & Social Media [email protected]

…By Asking “What if We are Successful?Who’s going to help me feed the beast?

…By Asking “What if We are Successful?Who’s going to help me feed the beast?

• Daily Site Content Management (Link b/t ours and Subordinate Site Owners)

• Manages “Distributive Content model”• Primary Soft Ware Trainer / Site

Certification

Strategy Integration Specialist

• Develops and implements best practices for platform integration (1.0 and 2.0)

• Helps Synchronizes efforts across all activities & Campaigns and Directorates

Content Manager

“Distributive CRM model”(Empower “Enterprise Leads/ Staff” to help Manage

Communities, Foster Interaction & Promote Advocacy)

Chief Digital/Social Media

Digital Strategy Team

Integration of Social Media into “Outreach”

Chief, Public RelationsWeb

Development Team

(Development, Maintenance & Site

Upgrades)

CMD Group Enterprise Leads

• Empowered to answer questions/ provide content• Developing a network of “on-line advocates” outside of your organization• Adopt user generated feedback to improve the organization

Page 8: Army reserve social media brief  ragan conf

Andrew Morton, Army Reserve Web & Social Media [email protected] Andrew Morton, Army Reserve Web & Social Media [email protected]

Training, collaborating & empoweringProviding the “tools for success”

Training your Network of Managers Training your Network of Managers

slideshare.net/MyArmyReserve

Page 9: Army reserve social media brief  ragan conf

Andrew Morton, Army Reserve Web & Social Media [email protected] Andrew Morton, Army Reserve Web & Social Media [email protected]

Followers interact w/ Resources

Content is “adopted” & Shared via “On-Line Advocates”

Linked to Web & Promoted thru

Social Media Sites

Interaction Creates both Leader &“User Generated Content “

Integration Leads to a3

(Awareness, Activity & Advocacy)On-Line Media• Coordinated & Created by Army Assets & Traditional Media

Media Adopts Content

Page 10: Army reserve social media brief  ragan conf

Andrew Morton, Army Reserve Web & Social Media [email protected] Andrew Morton, Army Reserve Web & Social Media [email protected]

Build Your Plan…

Build Your Team…

Build Your Brand…

Engage!

What’s the Bottom Line?