social media naiop - new version

2011 CHAPTER LEADERSHIP & LEGISLATIVE RETREAT© NAIOP. Do not distribute or reproduce without permission.

Presented by

MAKING SOCIAL MEDIA WORK FOR YOUR ORGANIZATION!

REGGIE HENRY, CAE

CIO

ASAE


Reginald J. Henry, CAE (Reggie)

Chief Technology Officer

Phone: (202) 326-9547Email: [email protected] Site: http://www.asaecenter.orgTwitter: @ReggieHenry

mailto:[email protected]

http://www.asaecenter.org/

http://www.asaecenter.org/


Safe Haven Policy

What we discuss here, stays here!


Questioning

Listening

Please Respect Different Learning Styles

Reflection

Discussion

People Learn Differently!


SOCIAL MEDIA IS A “FULL CONTACT” SPORT!


This social media stuff, it ain’t so new…

Choconancy1 http://www.flickr.com/photos/choconancy/ Nancy White http://www.flickr.com/people/choconancy/ Photo by

A Pictorial Timeline of Online Communities – Part 1

http://www.flickr.com/photos/choconancy/

http://www.flickr.com/people/choconancy/

Choconancy1 http://www.flickr.com/photos/choconancy/ Nancy White http://www.flickr.com/people/choconancy/ Photo by

A Pictorial Timeline of Online Communities – Part 2

http://www.flickr.com/photos/choconancy/

http://www.flickr.com/people/choconancy/


So, What’s New?


There is a group of folks, largely (but not entirely) defined by generation, who communicate differently. They have always communicated differently. They live their lives out loud!

The world is changing the way it communicates.

The world is changing the way content is created, filtered, consumed, shared, rated……

That’s what this is REALLY all about!

That’s what this is REALLY all about!

What’s New!


A recent study by Retrevo surveyed just over 1000 Americans and asked questions such as when, where, and how much time they spend on sites and services like Facebook and Twitter.

What’s New!

http://www.retrevo.com/


2006 2009

Groups include consumers participating in at least one of the indicated activities at least monthly.

What’s New!


What should I be doing?


1. Strategy2. Integration3. Mobile4. Social CRM

WHAT SHOULD I BE DOING?


This is exhausting!


This sounds like a basic concept, yet it seems that most organizations do not have a concise list of what they hope to achieve through the use of social tech; all they have is a fuzzy sense that they want to learn how to use it.

Scott KlososkyEnterprise Social Technology: Helping Organizations Harness the Power of Social Media

DEVELOP A SOCIAL MEDIA STRATEGY!!!!!


Monday Tuesday Wednesday Thursday FridayTheme: Question Facebook feature Sharing stories

onlineWomen’s Equality Day Soldiers and Families

LOE: Strategic Environment Equip and Train Equip and Train Strategic Environment Soldiers & Families

Flickr: Pull 3-5 photos from various sites

Pull 3-5 photos from various sites

Pull 3-5 photos from various sites

Pull 3-5 photos highlighting women in the Army

Pull 3-5 photos highlighting Military Families

Photo of day: “Convoy Fights off Insurgent Ambush” 6,075 total views

“The Wall Hanger”7,373 total views

“In the Early Morning Light” 3,888 total views

“Don’t Look Down” 6,086 total views

Soldier/Family Oriented

Facebook:#1:#2:#3:

#1: Photo of the Day#2: Question: “Army Inspiration” (over 1,330 comments)#3: Birthplace of National Guard (army.mil)

#1: Photo of the Day #2: Highlight “Ft. Benning”#3: Promote Army Videos on iTunes

#1: Photo of the Day#2: G/8 Video (Army Modernization)#3: Promote Women’s Equality Day

#1: Photo of the Day#2: Women in Army History (army.mil/women)#3: Personality Profile of Women Soldier

#1: Photo of the Day #2: Family Tour BCT (army.mil feature)#3: Question: Improvements in supporting Military Family

Tweets:#1:#2:#3:

#1: Photo of the Day#2: Trivia:7 Core Values (over 10 responses)#3: Question: “Army Inspiration” (over 25 responses)

#1: Photo of the Day#2: Cross-promote “Ft. Benning”#3: Promote Army Videos on iTunes

#1: Photo of the Day#2: Cross-promote Army Modernization Video#3: Promote Women’s Equality Day

#1: Photo of the Day#2: Trivia: 1st Women Generals?#3: Shout-out to Female Soldiers (about 20 responses)

#1: Photo of the Day#2: Cross-promote Army.mil feature story#3: Question: Improvements in supporting Military Family

Blog: “To Protect & Defend”-Army Inspiration

Army Blog Feature(Army Technology)

Bloggers Roundtable(Unmanned Aircraft Systems)

Personality ProfileSgt. Tyronda Dorsey(over 1650 FB shares)

Photo Slideshow of “Welcome Home” Celebrations

STAND-TO! Pain Management Soldier Athlete Initiative Comprehensive Soldier Fitness

Women’s Equality Day Army’s Land War Net

Goal: To educate & engage with audience

To promote external Army initiatives & to inform audience

To inform Soldiers & audience of advances in Army technology

To inform/educate audience on Women in Army History

To engage Military families

Measure of Effectiveness

FB: 3 posts; 629 likes, 120 comments (aver. per post)Twitter: 4 tweets; 42 re-tweetsBlog: 3148 page views

FB: 3 posts; 615 likes, 138 comments (aver. per post)Twitter: 3 tweets; 47 re-tweetsBlog: 3190 page views

FB:3 posts; 1105 likes, 163 comments (aver. per post)Twitter: 3 tweets; 50 re-tweetsBlog: 3,563 page views

FB: 3 posts;1133 likes, 131 comments (aver. per post)Twitter: 4 posts; 51 re-tweetsBlog : 3,010 page views

FB: 3 posts; 850 likes, 175 comments (aver. per post)Twitter: 3 tweets; 56 re-tweetsBlog: 4,392 page views

U.S. Army Social Media Strategy for the week of: __Week ___


A person's intention in performing an action is his or her specific purpose in doing so, the end or goal that is aimed at, or intended to accomplish. Whether an action is successful or unsuccessful depends at least on whether the intended result was brought about.

STRATEGY: INTENTION


INTEGRATION


MAKE SURE YOUR WEBSITE AND SOCIAL “STUFF” ARE INTEGRATED.

Social media shouldn’t stand on its own. Sustainable social media strategy means that your entire web presence (including social media profiles and activities) ARE your website. It’s not just your URL now.

Website = Destination Social Media = Conversation

The Rules Are Different!!

But they should be connected!

But remember….

About You About Them


INTEGRATION: NEW STUFF ON LINKEDIN

Products and Services Tab

This makes the interaction more visual and encourages a broader use for the people in the company page.

This should link back to a specific area of your website.



You can now incorporate video into your company pages!



Folks can make recommendations without visiting LinkedIn


MOBILE


MOBILE: ARE YOU OPTIMIZED FOR MOBILE?

A recent study from Ruder Finn revealed that Americans are spending nearly three hours per day on their mobile phones..

…perhaps the most interesting finding from the new data is the fact that more people are using the mobile web to socialize (91%) compared to the 79% of desktop users who do the same.

It appears that the mobile phone is actually a better platform for social networking than the PC.

http://www.prnewswire.com/news-releases/new-study-shows-intent-behind-mobile-internet-use-84016487.html


MOBILE: ARE YOU REALLY READY FOR TABLETS?

Forrester predicted that tablet sales could quadruple from 2010 to 2015, leading to a surge in tablet-based e-commerce and chipping away at the amount of Web traffic coming from PC's.

Test Your Site on a TabletUsing your own site on a tablet computer is the only way to get an accurate idea of what other users experience when they browse your site from such a device.

Simplify the LayoutEven if your desktop site's design renders properly on tablets, that doesn't mean the battle is won.

Ditch the FlashNo matter where you stand on the mobile Flash debate, it's hard to deny that more open standards like HTML5 and JavaScript can accomplish most of what Flash does. Apple's iPad is overwhelmingly dominant in this space for the time being, so we have to play by their rules, to some extent.

Make the User Interface App-LikeConsider building a tablet-specific version of your site that utilizes some of the more app-like interface elements like subtle animations and a navigation that responds to finger-swiping.


MOBILE: INTEGRATION:

Web Mobile


MOBILE: INTENTIONAL SERENDIPITY


LOCATION BASED SOCIAL SERENDIPITY

My ASAE Technology Colleagues

Can we help our members have “not so chance” encounters?

I really need some help with this cloud computing

thing…


“SOCIAL” CRM


“SOCIAL” CRM

SOCIAL CRM

A PROCESS TO MONITOR, ENGAGE AND MANAGE CONVERSATIONS AND RELATIONSHIPS WITH EXISTING AND PROSPECTIVE CUSTOMERS AND INFLUENCERS ACROSS THE INTERNET, SOCIAL NETWORKS AND DIGITAL CHANNELS.

OR ANOTHER WAY TO LOOK AT IT:

SOCIAL CRM IS THE PROCESS OF CONVERTING CONTENT INTO CONVERSATIONS AND EXTENDING THESE CONVERSATIONS INTO COLLABORATIVE EXPERIENCES AND THEN TRANSFORMING THOSE EXPERIENCES INTO MEANINGFUL RELATIONSHIPS.

Martin WalshHead of Digital Marketing & Award Winning Producer at Red Dune Films


“SOCIAL” CRM


But in today's era of information democracy customers can educate themselves over the Internet and digital channels, through their connections in social networks, blogs, micro blogs, discussion forums, chat and much more. Marketing is now a dialogue.

Prospective customers can now talk with existing customers and customers are now so well educated that the influence from traditional sales, advertising and marketing has become more negligible.

WHY IS THIS SO IMPORTANT?


“SOCIAL” CRM


WHY IS THIS SO IMPORTANT? BECAUSE THIS…..


“SOCIAL” CRM


…NOW THIS!!


TAKEAWAYS?

Social Media Strategies

Departmental or Team Strategies

Organizational Strategy

YOU NEED A STRATEGY!!!


TAKEAWAYS?

THE FUTURE OF SOCIAL IS MOBILE


TAKEAWAYS?

SOCIAL CRM: WE HAVE SEEN THE RISE OF INFORMATION DEMOCRACY

From information asymmetry...• Information was scarce • Customers were ill-informed• Exchanges were monologues• Marketing was “command-and-control”

… To information democracy • Information is ubiquitous• Customers are well-informed• Exchanges are conversations • Marketing is “connect-and-collaborate”


Thank you for your attention

Questions?


Other “Stuff”

1. KNOW THE TOOLS!!!!

http://www.pamorama.net/wp-content/uploads/2010/03/CMO-guide-social-landscape.pdf


2. KNOW YOUR AUDIENCE

What social media tools do they use?

What conversations do they have there?

Social Media Strategies

Departmental or Team Strategies

Organizational Strategy

3. DEVELOP A SOCIAL MEDIA STRATEGY!!!!!


Strategy here means figuring out what will be different after you're done.

Do you want a closer, two-way relationship with your best customers?

Do you want to get people talking about your products?

Do you want a permanent focus group for testing product ideas and generating new ones?

Imagine you succeed. How will things be different afterwards?

Imagine the endpoint and you'll know where to begin.

SOCIAL MEDIA STRATEGY


1. Target Audience(s) 2. Objective(s) 3. Integration 4. Culture Change5. Capacity6. Tools and Tactics7. Measurement8. Analysis

WHAT’S IN MY SOCIAL MEDIA STRATEGY?


http://blog.aids.gov/downloads/new-media-strategy-map.pdf

1. Target Audience(s)

Who do you want to reach with your new media efforts to meet your objective?

What does your target audience know or believe about your organization?

What key points do you want to make with your audience?

What new media tools are they currently using? Describe based on direct observation, primary research, or secondary research.

What additional research do you need to do to learn about your target audience’s online social behavior?

1. WHAT’S YOUR TARGET?


2. WHAT ARE YOUR OBJECTIVES?

What do you want to accomplish with new media?

Restate your objective(s) in “SMART” terms – Specific, Measurable, Attainable, Realistic, and Time-based.

Describe how your new media objective supports or links to a goal in your organization’s mission and/or strategic plan.



Are you starting an application to listen to your customers, or to talk with them?

To support them, or to energize your best customers to evangelize others?

Or are you trying to collaborate with them?

Decide on your objective before you decide on a technology.



Understand the cost benefit of your objectives as best you can.


3. INTEGRATION

How will your new media strategy support and enhance your existing Internet strategy (email, website, search engine, etc)?

Social media can not be an island in your organization.


4. CULTURE CHANGE

How will you get your organization to embrace your new media strategy?

Can you think of any internal champions to drive it forward?

How will you address any fears or concerns?

What is the rate of change your organization can tolerate?

This is hard!!! But sooooo worth it!


5. CAPACITY/RESOURCES

Who will implement your organization’s new media strategy?

Can you allocate a minimum of five hours per week to your strategy?

Do you need any outside expertise to help implement your strategy?

Will your content updates depend on any other resource or person?


6. TOOLS AND TACTICS

What tactics and tools best support your objectives and match your targeted audience?

What tactics and tools do you have the capacity to implement?

http://en.wikipedia.org/wiki/File:Twitter_2010_logo.svg


7. MEASUREMENT

What hard data points or metrics will you use to track your objectives?

How often will you track?

Do you have the systems and tools set up to track efficiently?


8. ANALYSIS

Before

What did you plan to do?

What did you think would be the result?

After

What actually happened?

How could your results have been improved?

What did your audience think?

What will you do differently in the next iteration?


SOCIAL MEDIA MUSTS

• Authenticity – who you are is who you are! That can’t change from medium to medium.

• Know Your Audience – What SocMed tools do they use? What conversations do they have there?

• Goals – Why are you doing this? What are the metrics? How will you know if its working?

• Integration. SocMed can not be an island in your organization.

• “Manage” not try to “control” the conversation


The best communities contribute far more to themselves than do the enterprises that support them. If the purpose requires the enterprise to contribute most of the content, and the community participants are mere readers, the enterprise has simply used the new technologies as another channel to push communications.

STRONG “SOCIAL” COMMUNITIES SUPPORT THEMSELVES


Thank you for your attention

Questions?

social media naiop - new version

Technology

photoschoconancynancy

digital marketing

digital channels

social crm

social networks

asked questions

retrevo surveyed

pictorial