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John Dornergo.ncsu.edu/jdorner

Objectives of Social Media (SM)

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Relationships

Basic tenets of marketing communications

• Build relationships• Influence• Persuade• Move to action

Goals• Marketing• Teaching• Program Planning• Evaluation

Conversations

Conversations - How?• Ask questions• Make them comfortable• Respond • Be interesting• Be present

Ask questions• Open ended• You don't know the answer• Let others answer • Let others make corrections

Make them comfortable• Create a welcoming environment• Answer with a smile• "Good question"...• Take action with offenders• They see how you respond to others

Respond• Acknowledge posts• Answer questions• Say "Thank you"

Be interesting• Use some humor• Give away stuff• Share 'inside information'• Be nice• Be yourself• Non-work/selling posts

Be present• Post regularly• Post at least a couple times a week. • Don't post too frequently

2 Facebook Examples

US Cellular - Happiest Customers• Used for profile pic each week

"happy customer.. on nights like tonight when its stormy my daughter can still have her nightly chat with her nana when no one else has signal" ~ Jennifer

US Cellular - Community Guidelines• No profanity or defamatory, etc. comments• No links to profane, etc. videos or Web sites• No obscene or offensive pictures/logos • No disparaging or threatening comments • No posts containing  nonpublic information

about, or related to, U.S. Cellular• No posts related to current or future litigation • No spam!• No posts that are repetitive and/or disruptive 

Pampers - WallYour toddler used to love to sleep in his room. Now he's afraid of the monster under the bed. What sends your little ones flying into your arms in fright, and what do you do to help ease their fears? Anita at Pampers shared, "When my daughter was a toddler, she was afraid of monsters. So, I came up with a vanilla scented “Monster spray” that we sprayed in her room each night to keep the monsters away."

In just 4 hours - 112 comments and 280 likes

Pampers - Miracle Missions

Pampers - Miracle StoriesI found out I was expecting in June of 2010. In August we found out we would be adding twins to our family of five. WOW. Yep for about a month that is what we said when we passed one another in the hallway or sat beside each other on the couch. We were so completely happy and already in love with our little set of awesomeness. In September our world turned upside down in yet another way. I was diagnosed with Twin to Twin Transfusion Syndrome and told that every day was a gift...

Ask Pampers

Pampers - Videos • 10 Pampers videos 

o commercialso insight to a packaging changeo Dr. talking about diaper rasho 1,000s of comments

• More than 100 customer produced videoso customer created commercials o baby home movies

Applied to Extension?• Invite fans to upload pictures of:

o food they've cooked/cannedo their flowers and gardenso their compost pile/bin o their 4-H animals & projectso crops - both healthy and problems to

get solvedo animals o their community projects

Applied to Extension?• Ask fans how they:

o save energyo exercise o get motivated to exerciseo keep weeds out of their gardenso clean houseo keep siblings from fightingo volunteer

Applied to Extension?• Ask clients how Extension:

o helped save them moneyo changed their lifeo helped their childreno saved their plants/cropso prepared for lifeo get a jobo "how have you used what you learned

from Extension"

Applied to Extension?• Continue face-to-face discussions

o By creating a Facebook Groupo Use the discussion appo Use polls for evaluation

Stop Broadcasting... Have a Conversation

John Dornergo.ncsu.edu/jdorner

slideshare.net/jdorner

Image CreditsTitle Slide: http://www.flickr.com/photos/theparadigmshifter/470341923/ Conversations: http://www.flickr.com/photos/jonathancroughton/4701446110/

Thank you: http://www.flickr.com/photos/desiitaly/2372258159/