— HILL STAFF —

TRAINING

PRESENTED BY:

2

VOTE OUT LOUD!

3

Examples

PRODUCT CUSTOMIZATION

4

Examples

650+ BASE GOODS

5

ANALYTICS

T h e N u m b e r s

6

ANALYTICS

C a l l i n g i t

7

ANALYTICS

A n a l y z i n g

8

R u n n i n g M a t e s

PREDICTIONS

9

T h e C o n v e r s a t i o n

HOT TOPICS

10

I m m e d i a c y

TRENDING

11

MISSTEPS

O o p s !

12

S o l u t i o n s

SWAG

13

14

S o l u t i o n s

15

16

— HILL STAFF —

TRAINING

PRESENTED BY:

Hello!

17

Rachael PowellDirector of Social Media

Elasticity

@rachaelcpowell

» Nationally recognized blogger

» Industry speaker

Jason FallsVP, Digital Strategy

CafePress.com

@jasonfalls

» Keynote speaker and CEO

» Founder of Social Media Explorer

» Author of No Bullshit Social Media

#HILLSM14

BASIC RULES

18#HILLSM14

Honesty & Transparency

19#HILLSM14

Humanize Congress

20#HILLSM14

Real-Time Reactivity

21#HILLSM14

Proactive Engagement

22#HILLSM14

TRENDS

23#HILLSM14

Promotional Support

24#HILLSM14

Rise of Visual Web

25#HILLSM14

Short & One-Use Videos

26#HILLSM14

Consistency

27#HILLSM14

Basic Rules

• Honesty & Transparency

• Humanize Congress

• Real-Time Reactivity

• Proactive Engagement

• Promotional Support

• Rise of Visual Web

• Short & One-Use Videos

• Consistency

28

Trends

#HILLSM14

PUTTING IT INTO PRACTICE

29#HILLSM14

Listen & Learn,

Then Listen Some More

30#HILLSM14

» Discover and respond to mentions

» React to reputational threats

» Spot emerging trends

» Benchmark your reputation

» Benchmark against “competitors”

Social Listening Tools

31

KEY METRICS

» Volume of mentions

» Mentions by topic

» Sentiment of mentions

» Share of voice

» Media type analysis

» Influencer discovery

#HILLSM14

Establish Social Media Governance

32#HILLSM14

Five Components of Governance

33

POLICIESDelineate what

to do and what

not to do with

social media

in both

professional

and personal

contexts.

PROCESSDefine the

paths to follow,

roles &

responsibilities

of each person

including

workflows

and crisis

preparedness.

PLAYBOOKCreate overviews

of the “how” to

implement and

execute social

initiatives,

usually detailed

by business

objective and

social channel.

TECHNOLOGIESRationalize social

technology

platforms, such as

listening and

monitoring,

measurement,

content

publishing and

assign access and

ownership.

TRAININGAddress the

gaps between

understanding,

actual

capabilities and

required skills to

achieve

business goals.

#HILLSM14

POLICIESDelineate what

to do and what

not to do with

social media

in both

professional

and personal

contexts.

PROCESSDefine the

paths to follow,

roles &

responsibilities

of each person

including

workflows

and crisis

preparedness.

PLAYBOOKCreate overviews

of the “how” to

implement and

execute social

initiatives,

usually detailed

by business

objective and

social channel.

TECHNOLOGIESRationalize social

technology

platforms, such as

listening and

monitoring,

measurement,

content

publishing and

assign access and

ownership.

TRAININGAddress the

gaps between

understanding,

actual

capabilities and

required skills to

achieve

business goals.

Five Components of Governance

34#HILLSM14

ONE MORE:

Common Sense

Engage More, Broadcast Less

35#HILLSM14

Directing Communities

Orchestra conductor of a „symphony of content‟

Relationship manager

Brand voice expert

Crisis radar technician

Content & advertising targeting expert

Fan segmentation specialist

Performance analyst

#HILLSM14 36

Measure, Rinse, Repeat

37#HILLSM14

38

“In 2009, more data was

generated by individuals

than in the entire history of

mankind through 2008…”

Andreas Weigend

Former Chief Scientist, Amazon.com

#HILLSM14

Before You Measure ROI – Define the „R‟

39#HILLSM14

Requires Planning Data

Analysis

Insights

Planning

Strategy

Program

Measure

Evaluate

40#HILLSM14

Let Go

41#HILLSM14

Putting It Into Practice

• Listen, Learn, Then Listen Some More

• Establish Social Media Governance

• Engage More, Broadcast Less

• Measure, Rinse, Repeat

• Let Go

42#HILLSM14

DISCUSSION

43#HILLSM14

Panel Discussion

44

Aaron PerlutPartner, Elasticity

Contributor, Forbes

@AaronPerlut

#HILLSM14

Chris MoodyPolitical Reporter

Yahoo! News

@Chris_Moody

Chris GoodPolitical Reporter

ABC News

@c_good

Warren RojasColumnistHeard on the Hill, Roll Call

@WARojas

WHO WANTS PIZZA?

45#HILLSM14