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PROPRIETARY & CONFIDENTIAL 04/11/23
Igniting Internal Communications with Effective Social Media Strategies
Strategic Internal Communications ConferenceChicago, March 15, 2011
PROPRIETARY & CONFIDENTIAL
PROPRIETARY & CONFIDENTIAL
Agenda I
Traditional vs. Social
Management Objections
Extending Your Reach
Choosing the Right Social Media Channel
Social Media Platform Review
Blogs
Social Networks
Video Sharing
Short-form Blogging
Custom Communities
PROPRIETARY & CONFIDENTIAL
Agenda II
Mobile Applications
Drawbacks/Dangers
Benefits
Social Media Launch Kit
PROPRIETARY & CONFIDENTIAL
Traditional vs. Social
One-way Distribution
Push
Planned
At Work
Official Corporate
Message
Two-Way Participation
Pull
Real-Time
Everywhere
Employee-Generated
Content
vs.
PROPRIETARY & CONFIDENTIAL
Management Objections
Lose Control
Negative Messages
Can’t Measure
Lack of Participation
Security
Regulate & Moderate
Learn & Change
New Measurements
Proof of Participation
Myths & Facts
PROPRIETARY & CONFIDENTIAL
Extending Your Reach
04/11/23Affect Strategies Presented to MSDS, Inc | April 18, 2008Affect Strategies
YouTube
Blogs
Intranet
Fliers
Newsletter
Posters
PROPRIETARY & CONFIDENTIAL
Choosing the Right Social Media Channel
Ask
Needs Assessment
Feasibility Assessment
Experiment
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Blogs & Blogging
»Type of website
»Regular entries/updates
»Usually allows comments/interaction with visitors
»May include text, pictures, video (vlogs), audio (podcasts) etc.
»Types:
»Personal
»Corporate
»News
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Blog On
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Microblogging
»Blogging in short form
»Similar to texting
»Ability to send and receive messages
»Ability to follow and be followed
»Archive information
»Multiple delivery mechanisms
»Conversations and interactivity
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Twitter Profile
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Microblogging: Twitter
Image Source: Caroline-Middlebrook.com
Secure Tweets
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Yammer
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10 Reasons to Tweet
1. Generate Awareness
2. Seek & Create Media Opportunities
3. Foster Customer Loyalty
4. Launch Viral Marketing Campaigns
5. Manage Reputations
6. Promote Products and Services
7. Network with Customers
8. Extend Event Participation
9. Monitor Trends & Breaking News
10.Recruiting
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The Basics
• Tweet: Message – 140 Characters• Twitter Handle: @sandrafathi• Retweet (RT): Resending a message from someone
else to your followers• Message: Direct message (private) from one
Twitterer to another• Mentions: Mentions of your handle by you or
another user• Hashtag: #eventname Easy search for events/topic• Twitter Lists: Grouping users on a list for public or
private use
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Twitter Program Building Blocks
1. Goals & Objectives Strategy
2. Benchmarks for Success
3. Message Themes
4. Tool Identification/ Implementation
5. Twitter Usage Policy
6. Training
7. Promotional Plan Development
8. Content Identification/Development
9. Tweet Generation
10.Twitter Monitoring
11.Engagement
12.Measurement
PROPRIETARY & CONFIDENTIAL
Facebook User Profile, Groups & Pages
1. Facebook Pages are visible to all. For Groups, you must be a member.
2. Facebook Pages can have an unlimited number of fans/likes. Groups, up to 5,000 members.
3. Facebook Pages & Groups allow you to send updates to all ‘fans’ at once. (Individual users cannot.)
4. Facebook Pages allows users to become a ‘fan’ without confirmation. Groups are by invitation or application.
5. Facebook Pages are tied to a company. Facebook Groups are tied to a user profile.
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Facebook Pages
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Facebook Pages
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Facebook Groups
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Facebook Groups
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Facebook Groups
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8 Ways to Enrich a FB Page
1. News-feeds & Mini-feed – populate page with important industry and company news
2. Photos – photos of products, people and activities
3. Videos – videos of product demos, employees, events
4. Events – invitations to events
5. Notes – A blogging tool for FB, Can connect to company blog or be updated independently.
PROPRIETARY & CONFIDENTIAL
6. Discussion Board- for fans talk about company or its products Administrators can provide feedback and participate in the conversation as well as delete any posts they do not deem appropriate
7. Wall/Reviews – these are public comments that are visible to everyone who visits the Facebook Page made by users.
8. Additional Applications – Review and find additional applications that may be appropriate for your company
Facebook Pages: 8 Ways to Enrich a FB Page
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LinkedIn Groups
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LinkedIn Groups: PRSA NY
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LinkedIn Companies
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LinkedIn Companies
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Create Your Own Community: Ning.com
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Private Company Community
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Ning for Events: SXSW
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You Tube
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Vimeo: Video Sharing
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Mobile Applications
Every major social network has a mobile app
Most social network platforms allow for mobile phone
updates
Incorporate a mobile strategy into your existing
communications – i.e. text updates, text donations, text
surveys/polls
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Drawbacks & Dangers
The Illusion of Free
Resource Intensive
Long-term Commitment
Unknown Territory
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Benefits
Active Listening
Higher Engagement
Greater Reach
Immediate Reaction/Response
Employee Contributions
Participation & Buy-In
Lower Cost Alternative
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Social Media Launch Kit
Identify Goals & Objectives
Allocate Resources
Craft Social Media Messaging Document
Determine Platforms & Channels
Create Social Media Workflow Plan
Draft a Social Media Usage Policy
Create a Marketing Plan
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What To Know
1. Set goals, objectives & strategies
2. Communicate publicly
3. Interaction over distribution
4. Quality over quantity
5. Be relevant
6. Provide value
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Tools & Resources
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Closing Thoughts
1. Set goals and objectives
2. Build a strategy
3. Know your audience, know yourself
4. Fish where the fish are
5. Master one platform at a time
6. Bring your online connections offline & vice versa
7. Measure, tweak, repeat
PROPRIETARY & CONFIDENTIAL 04/11/23
Contact Information & Resources:
On Slideshare – www.slideshare.net/sfathi
Sandra Fathi sfathi@affectstrategies.com
Twitter: @sandrafathi LinkedIn, Facebook: Sandra Fathi Web: www.affectstrategies.comBlog: www.techaffect.com