army reserve social media brief ragan conf
DESCRIPTION
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 usersTRANSCRIPT
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!
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
2
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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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!!
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?
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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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
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
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
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?