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STRATEGIC FOCUS FOR SOCIAL MEDIA

In Non-Traditional Businesses

Cara Keithley

Dr. Mike Posey

November 24, 2009

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LIFE IS ABOUT RELATIONSHIPS!

PEOPLE HAVE ALWAYS. . .

• communicated with other people• gotten together in groups• formed communities • developed relationships with like-

minded folk• shared their passions

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SOCIAL MEDIA IS AN AVENUE FOR RELATIONSHIP BUILDING! It is a relationship builder on steroids!

- Individuals & The Masses- Scalable to any size

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DO YOU WANT A ONE-SIDED RELATIONSHIP?

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PARTICIPATION IN SOCIAL MEDIA IS NOT JUST ABOUT “BEING OUT THERE”

• It’s about engagement• It’s about being unique• It’s about adding value• It’s about contributing• It’s about communicating• It’s about connecting• It’s about listening

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IT’S ABOUT RELATIONSHIPS!

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RELATIONSHIPS

Everything we do stems from a relationship with someone or some thing.

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RELATIONSHIPS

Knowing ourselves… helps us to know our message… which helps us to know our publics… which helps us to develop relationships.

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RELATIONSHIPS

The key to a good relationship is knowing what makes a person tick!

- Who are they?

- What gets their juices flowing?

- Why they do what they do?

- Why they don’t do what they don’t do?

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USING SOCIAL MEDIA TO BUILD RELATIONSHIPS

SCOPE IT OUT . . .

• Spend time finding out what exists • Discover possible connections• Learn the space• Find people streams• Determine what people are using SM for• Listen, Listen, Listen

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USING SOCIAL MEDIA TO BUILD RELATIONSHIPS

BE STRATEGIC YET FLEXIBLE. . .

• Know who you are• Know who the influencers & thought

leaders are • Choose wisely• Take some chances• Look long-term• Dedicate resources

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USING SOCIAL MEDIA TO BUILD RELATIONSHIPS

TAKE THE PLUNGE. . .

• Don’t be a crazy, unorganized joiner• Don’t be a closed-minded joiner either• Make it manageable

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USING SOCIAL MEDIA TO BUILD RELATIONSHIPS

DO IT. . .

• Engage people & communities• Participate in discussions• Add value/content to communities &

discussions• Be an influencer and thought leader• Know when NOT to be a thought leader• Use same voice

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USING SOCIAL MEDIA TO BUILD RELATIONSHIPS

BE EQUALLY HUMAN. . .

• Remember you are human and “they” are human• Be passionate• Say “thank you” “I’m sorry” &“How can I help you?”• Be creative• Be yourself • Find your voice• Give what you would like to get

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USING SOCIAL MEDIA TO BUILD RELATIONSHIPS

LOOK BOTH WAYS BEFORE CROSSING. . .

• Develop vertical relationships• Talk with your customers• Develop horizontal relationships • Get your customers talking to other

customers

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USING SOCIAL MEDIA TO BUILD RELATIONSHIPS

EVALUATE. . .

• Re-evaluate regularly• Re-think your connections regularly• Examine the impact on a the bottom

line• Balance quantitative with qualitative

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DEVELOPING RELATIONSHIPS THROUGH SOCIAL MEDIA WILL HELP FOSTER GOODWILL OVER THE LONG TERM.

R.O.G.Return on Goodwill

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THE HARD STUFF IS EASY. THE SOFT STUFF IS HARD. IT’S THE SOFT STUFF THAT MAKES ALL THE DIFFERENCE.

The soft stuff results in. . .

• customer loyalty• increased interaction• deeper relationship with brand• better interactions with publics

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Non-traditional businesses need leaders and innovators to help them adapt

If you see the need, it is ok to lead the change

Don’t assume others in the room know more than you—inform yourself and share your opinions

Focus on strategic goals—improving external relations, public engagement and transparency

SO, HOW DOES THIS RELATE TO US?

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Federal Movement to Gov 2.0 Success Stories Opportunities and Challenges Recommendations for Building a

Better Government Strategies and Goals

BUILD YOUR CASE: EXAMPLE FOR GOV 2.0

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Gap Between Academics and External Relations

Success Stories Opportunities and Challenges Recommendations for Building a

Better University Measuring Return on Investment

BUILD YOUR CASE: EXAMPLE FOR HIGHER ED 2.0

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“People are also using the Net to get involved in governance. It's a way for government leaders to hear from constituents directly, unfiltered by layers of staff. This helps engage citizens in both the electoral process and the day-to-day governance of the state and our country. And it helps public servants keep the pulse of the people they serve.”

Craig Newmark

Founder, Craigslist

FIND OUTSIDE EVANGELISTS

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“States that ignore the social media revolution will do so at their own peril. Without using these tools, State Governments may find themselves the last participants in the live 24 hour conversation that is now ongoing, and may well find they have literally become the last to know.”

Alan Silberberg

CEO, You2Gov

FIND OUTSIDE EVANGELISTS

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Customer and Citizen Engagement Encourage dialogue and maintain relevance. Serve customers and citizens more

efficiently, while building positive relationships.

Employee Engagement Engage employees in their work and connect

them with the mission of their Agency and the Administration.

Encourage employees to be word-of-mouth marketers for state initiatives.

IDENTIFY OPPORTUNITIES AND CHALLENGES

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Communications/IT Partnership Questions for further exploration include

privacy, security, public records, stewardship, process, and usage

Additional Buy-in In addition to Communications, Marketing

and IT, build bridges with legal and program/academic areas

IDENTIFY OPPORTUNITIES AND CHALLENGES

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Yesterday’s email is today’s Twitter is tomorrow’s… In the end, we are talking about tools to

better serve and engage our customers, citizens, potential students, etc.

Tools will change, what is important is the strategy and the goals

There are already innovators within organizations using these tools—they need guidance on how to use them to best benefit the organization

BUILDING A BETTER ORGANIZATION

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Measurement is a beast of its own Decide on goals, both qualitative and quantitative It is great to increase buzz, followers, tweets, etc But remember, at the end of the day profits do

matter For assistance with measuring real Return on

Investment (R.O.I.) Visit http://smroi.net

For assistance with qualitative measures, like Word-of-Mouth Marketing and engagement Visit www.womma.org Visit www.brainsonfire.com

A WORD ON MEASUREMENT AND R.O.I.

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Take time to build solid relationships and lay a good foundation

Look to others for inspiration, but create a strategy that is a good fit for your unique organization

Don’t ignore opportunities and challenges: identify and address them

Set quality metrics for measuring success based on organizational goals

Don’t be afraid to step up and lead!

TAKING THE PLUNGE

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Cara Keithleywww.CaraKeithley.com

@CaraKeithley

Mike Posey, Ph.D.www.MikePosey.com

@DrMikePosey