deep dive into social media and content strategy
TRANSCRIPT
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Deep Dive Into Social Media and Content Strategy
By Danielle Brigida@Starfocus or @USFWS
U.S. Fish and Wildlife ServiceTom Koerner, USFWS
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I’m a Wildlife and Technology Geek
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U.S. Fish and Wildlife Service• Over 300 Social Media Accounts • Profiles represent refuges, regions, programs, etc• Over 400,000 people in the national communities
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Social Media Benefits:Fire = Criticism
Earth = Relationships
Flood = Support
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Identify Your Community and Engage
Who’s who in your community?
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Community, Network, and Crowd
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Listen and Observe
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Some Ways to Find Your Community
Search Keywords • Organization’s Name• Key individuals• Branding mistakes• Program references
Referring Traffic• Google Analytics• Facebook insights
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Engaging Strategically:Create a Dashboard
Search hashtags, keywords, use lists and monitor topics
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Group People in Lists to Follow
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Investigate Trends and Analytics
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Free Ways to Listen
• Search.Twitter.com• Topsy.com• Google.com/trends • Tagboard• Facebook Search• RSS feeds
Tagboard.com searches hashtags
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Use Social Media Listening to Enrich Your
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Understand Various Types of Content and the Lifespan
Social
Blog Posts
News Articles
Features
Evergreen Content
Formal
Informal Right Now
3 years from now
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Experiment and Motivate: #IvoryCrush
Listening to How People Discuss the Ivory Trade…
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We Used Our Image to Include Others
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Using Instagram to Listen
• Iconosquare• Tagboard• Hashatit• Search Location
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Helps You Find Photographers of Your Subjects
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Research on Pinterestto Find Inspiration
Pinterest Search
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Listening Unearths Gems and Next Steps for Content
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Learn the Image Sizes and Shapes for Each Network
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Visuals Can Add So Much Context
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Through Listening We Found Educational and Resource Visuals Worked
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Add Value to Active Conversations
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Know How Your Content Shares
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Research and Join the Community
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Have a Posting Strategy
From SmartInsights.com
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Do Not Just “Push it Out”
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Build Your Own Community Then include them to inspire content.
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General Community Rules
• Use their interactions to inspire new content• Protect the people on your page• Correct misinformation• Answer frequently asked
questions
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Have Community Guidelines
• Be clear about community expectations
• Kill them with kindness• Protect the people on
your page
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Create Content that Fosters Connections and Relationships
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Act on What Listening Tells You
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Listening through metrics: Trip Advisor
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Re-Introduce and Recycle Content
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Play and Experiment
Cute Chicks on the Beach
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Investigate the “newest tool”, but don’t lose who you are
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Measurement
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Common Response to Social Measurement
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Using Data to Inform DecisionsDo you have access to web analytics?
Do you regularly share stats?
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Not So Sexy Things to Remember
• Identify your goals or objectives
• Do your homework: which tools, messages and content work best?
• Collect Information can inform how to CHANGE future behavior
Image: Tom Koerner, USFWS
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With Measurement Reference Your Previous Strategy
Image: Flickr / Iowa Red Bulls
• Identify audience• Specific goals• Capacity/Time• Outreach plan• Long-term plan
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There Are a Lot of Metrics
source: Metricsman.wordpress.com
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Measuring Types of Social Media
Owned Your Branded Presences
Earned Organic Shares and Posts
Paid Social Advertising
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Owned Social Media The Impact of Your Accounts
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Facebook Insights
Overview
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Performance by Post
What does your number of likes mean? How many followers does it take to be a success? We all have these questions, but the fact is- if done well measuring how people interact with your organization online can greatly help you determine where to allocate resources. In this session we’ll talk about why we measure, some measurement best practices and a few free and enterprise tools that don’t break the bank.
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Facebook Insights: Referrers
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Facebook Insights: Exporting Databy Post or Page Level
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What Can Facebook Insights Really Inform?
• Top shareable content – what works, what should you produce more of?
• What is your current active audience?• Where are there growth opportunities?
But there’s still more qualitative information to track:
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Owned Social: Twitter Analytics.twitter.com
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By Tweet
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Audience Informationhttps://analytics.twitter.com
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Owned Social Media Pinterest
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Owned Social Media:
LinkedIn Company Page
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Owned Social Media: Youtube Channel Metrics
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Measuring Earned Social Media
• Shared Content: Sharethis & Addthis• Web Analytics (ex. Google, SiteCatalyst)• Google Trackbacks or Links • RSS Reader (Feedly, Digg Reader)• Mentions (SumAll, Social Mention)
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Remember listening? Good.
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Collect Qualitative Data That Informs Your Strategy
Reporting Crimes
Advocacy Requests
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Identify Possibilities to Engage in a Meaningful Way
Use Content
Build Mutual Relationships
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Tell a Story with Your Data
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A Good Measurement Plan…
Revisits Your Goals:
Improving Reputation
Combines Available Measurement Tactics:
Social Analytics and Web Analytics
Uses Qualitative and Quantitative Information:
Comments and Increased Shares
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General Geekiness
• Build off automated reports whenever possible
• Export Data to play if you’re comfy with spreadsheets
• Follow blogs and reports that discuss web and social metrics and techniques
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Collaborate Across Regions and Programs
Quarterly Report Campaign Specific Report
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Analyze Don’t Regurgitate
• Pick metrics to measure ahead of time• Evaluate over time• Identify anomalies • Tell a story with your data• Track metrics that matter
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Figure that if it puts you to sleep…
You’re not measuring anything.
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Listen, Communicate, Create, TrackTime on Social Media
ListeningCommunicatingCreating/ExperimentingTracking
30%
30%
25%
15%
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There Are a Lot of Metrics
source: Metricsman.wordpress.com
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Questions?
Danielle BrigidaNational Social Media ManagerU.S. Fish and Wildlife Service@USFWS or @[email protected]
Judy N, Flickr