maryland parks and recreation - connecting people and places socially
DESCRIPTION
Curious what it means to engage your community socially? What to cultivate a stronger following on your existing social media platforms? Learn what you can do to engage your community at a higher level sociallyTRANSCRIPT
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Lutricia EberlyRoundtop Mountain Resort
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Introduction:
Who am I?
My personal social media rules
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Building the case for social media
Definitions:•Social•Mobile
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Building the case for social media
Social media defines the activities that integrate technology, social interaction, and the sharing of words, images, video, and audio. In other words, social
media is a conversation that takes place online.
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Building the case for social media
Infographs tell the story
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http://www.hongkiat.com/blog/55-interesting-social-media-infographics/
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http://www.socialmeblog.com/2012/01/30/social-media-solutions-for-small-business-infographic/infographic_social-media-power-business/
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http://visual.ly/16-social-media-blogging-stats-2012
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http://visual.ly/16-social-media-blogging-stats-2012
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What are your social media goals?
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What are your social media goals?
Drive foot traffic to locationGenerate awareness of product/serviceReach specific new audienceIncrease website traffic
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What are your social media goals?
Establish credibilityBuild your audience/followingIncrease SEOIncrease customer engagement
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What are your social media goals?Be findableBe trustworthyBe attractiveBe conversational
Be attentiveBe in touchBe mobileBe strategicBe excitingBe brilliant
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What are your social media goals?
Consumer drivenTransparentEngaging
InclusiveSincere
Always remember that social media is:
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What are your social media goals?
FormalOne-sided ControlledImpersonalExclusive
Social media is not:
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Differences/Benefits
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Differences/Benefits
Audience is consumer basedLargest segment is ages 21-24Great for sharingIntegrates well with other sites and applications
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Differences/Benefits
Audience is business basedLargest age segment is 35-44Two powerful gems: groups and advanced search
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Differences/Benefits
140 character limitLargest age segment is 30-49Channel is wide openStrong customer service opportunity
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Differences/Benefits
Top search site along with Google – great for SEOLargest age segment is 18-34Opportunity for audience to get to know you
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Differences/Benefits
Photo sharing siteLargest age segment is 25-54Higher usage among women (80%) than men (20%)Attraction: fashion, food, décor, fitness, animals, kids, travel
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Differences/Benefits
Online source of info via 1st person POVGreat for driving traffic to a website, gaining credibility, community building, and SEOBest if you own the content (self-hosted vs free)
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What works?Shorter and punchier is better
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What works?
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What works?Knowledge is power
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What works?
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What works?Engage the audience
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What works?
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What works?
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What works?
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What works?Customer service
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What works?
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What works?
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What works?Be authentic
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What works?
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What works?Reveal “human” side of business
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What works?
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What works?
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What works?
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What works?
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What works?Highlight industry events/news
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What works?
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What works?Determine themes
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What works?
Photo theme/contestPosts in a seriesSeasonal - Pinterest
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What works?Consider how to integrate
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What works?
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What works?
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What works?Use pictures when relevant
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What works?
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What works?Example: credit union
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What works?Establish credibility: why join a credit union?
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What works?
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What works?Educate community: services to match needs
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What works?
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What works?
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What works?Increase customer engagement: share real time news and encourage feedback
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What works?
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What works?
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What works?
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What works?
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Example: Festivals/Events
Always keep in mind:
Push vs pull
Telling vs asking
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Make announcements about performers
Solicit opinions
Get suggestions
Drive traffic to your website
Example: Festivals/Events
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Example: Festivals/Events
Get more sponsors
Recruit exhibitors
Look for user generated videos
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Example: Festivals/Events
Invite people to share their photos of your festival
Don’t neglect your core website
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Shorter and punchier is betterKnowledge is powerEngage the audienceBe authenticReveal human side of businessHighlight industry events/newsDetermine themesConsider how to integrateUse pictures when relevant
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Where is your audience currently?
Define/Determine your audience
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What else is going on in your community?
Define/Determine your audience
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Interview your stakeholders, clients/customers, employees in person
Define/Determine your audience
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Ask yourself what your primary goal is
Define/Determine your audience
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Recognize challenges
Define/Determine your audience
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Generate awareness
Sample goals: parks and recreation
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Seek/create media opportunitites
Sample goals: parks and recreation
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Provide customer service
Sample goals: parks and recreation
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Enhance marketing campaigns
Sample goals: parks and recreation
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Manage relationships
Sample goals: parks and recreation
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Enhance presence at events
Sample goals: parks and recreation
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Learn about trends, breaking news; monitor industry
Sample goals: parks and recreation
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Recruit employees
Sample goals: parks and recreation
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Generate awarenessSeek and create media opportunitiesProvide customer serviceEnhance marketing campaignsManage relationshipsEnhance presence at eventsLearn about trends, breaking news,
and monitor industryRecruit new employees
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What is it and why do you need it?
Good for both internal employees and externally for your social media community.
Code of Responsibility
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This Social Media Code of Conduct aims to provide specific guidance on best practice behavior when working and operating within social media.
Code of Responsibility
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The Code provides guidelines for social media undertaken for the purpose of personal or commercial use.
Code of Responsibility
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The Code represents our current collective efforts to provide clear guidance in an evolving media channel.
Code of Responsibility
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We welcome your feedback on the document to ensure we have comprehensive input from across the industry.
Code of Responsibility
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Disclaimer
ROI
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Keep track of goals with qualitative data
ROI
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New names added to email listsNumber of comments on postsIncreased donationsInfluential blogs linked to youIncreased webpage hitsContent of keywords
ROI
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Set benchmarks
ROI
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We want (n) positive new comments per week on TwitterWe want $(n) from our charity eventWe want (n) pagerank by a certain dateWe want (n) people to sign our petition
ROI
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Going into social media blindly with no strategy or goals
Failing to build your community
Ignoring your audience
Common mistakes
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Having the intern “do it”
Forgetting your manners
Becoming complacent
Common mistakes
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Trying to do all and be everywhere
Failing to meet the needs of your audience
Deleting or ignoring negative feedback
Common mistakes
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Failing to integrate efforts
Treating social media like advertising
Assuming one size fits all
Making the assumption that social media is magic
Common mistakes
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List social media chancels on direct mail, newspaper ads, newsletters, and business cards
Add social sites to website and email signatures
Tips and Reminders
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Use contests or call for retweets to generate interest – but be careful!
Be mindful of what others are doing to build fans
Use Twitter’s discover tabs
Tips and Reminders
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Join LinkedIn groups
Use hashtags
Stay transparent
Do be evasive
Tips and Reminders
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Develop engaging content! Ask yourself: what value can I provide? What is interesting about my business? Where are my growth opportunities? How can I educate my audience?
Create content/theme calendar and tie all goals/platforms into it
Tips and Reminders
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Be the first to admit vested interests
Keep it conversational
A blog post isn’t an annual report
Ask questions
Tips and Reminders
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Solicit opinions
Write what you know
Stick to issues relating to your organization
Tips and Reminders
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Position yourself as the expert in your field
Add real knowledge to conversations, not just another opinion
Admit mistakes – “oops” happens
Tips and Reminders
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Thank those who bring mistakes to your attention
Don’t ignore negativity – negative comments are chances to turn critics into supporters.
Tips and Reminders
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Trust your instincts – get other opinions on posting controversial material
Listen and re-invent!
No matter what platform you’re on – fill in all the data/fields about your business
Tips and Reminders
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Participate
Use advanced search
Monitor the channels you don’t use
Tips and Reminders
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Thank you!
Lutricia Eberly, Director of Sales and EventsRoundtop Mountain Resort
Facebook.com/RoundtopMountainTwitter.com/RoundtopMtnRsrtPinterest.com/RoundtopMtnRsrt
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Resources:
Resources:4 Fascinating Facts about online fundraising: http://www.npengage.com/online-fundraising/4-fascinating-facts-about-online-fundraising/ Social Media Policy: http://www.etown.edu/offices/marketing-and-communications/guides/social-media/comment-policy.aspx4 Ways to Maximize the Social Media Presence at Your Next Event: http://www.socialmediaexaminer.com/maximize-the-social-media-presence-at-your-next-event/Top 10 Enterprise Social Media Etiquette Fails: http://www.salesforcemarketingcloud.com/blog/2011/07/top-ten-enterprise-social-media-etiquette-fails/10 Tips for Dealing with Detractors: http://www.salesforcemarketingcloud.com/blog/2011/01/10-tips-for-dealing-with-detractors/
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Resources:
How to Boost Attendance Through Social Media: http://www.cvent.com/en/sem/social-media-event-marketing-ebook.shtml Determine who is pinning from your website: http://pinterest.com/source/YourWebsite.com/ and for more info: http://mashable.com/2012/03/14/pinterest-track-content/ Code of Responsibility links:http://socialmediagovernance.com/policies.phphttp://www.communicationscouncil.org.au/downloads_tcc/2012/CC_Social%20Media%20Code%20of%20Conduct_FINAL.pdfhttp://www.marketingsherpa.com/article/how-to/5-actions-to-protect-your#
http://blogs.webtrends.com/social-media-guidelines/
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Resources:
Help for this presentation came from: Social Media for Parks and Recreation – Back to the Basics http://www.jbsem.com/social-media-for-parks-recreation-back-to-the-basics#axzz2QSgsuvhM Rachel Strella – http://www.slideshare.net/StrellaSocialMedia