Elasticity | Cafe Press Washington D.C. Hill Staff Social Media Training
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Transcript of Elasticity | Cafe Press Washington D.C. Hill Staff Social Media Training
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— HILL STAFF —
TRAINING
PRESENTED BY:
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VOTE OUT LOUD!
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Examples
PRODUCT CUSTOMIZATION
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Examples
650+ BASE GOODS
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ANALYTICS
T h e N u m b e r s
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ANALYTICS
C a l l i n g i t
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ANALYTICS
A n a l y z i n g
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R u n n i n g M a t e s
PREDICTIONS
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T h e C o n v e r s a t i o n
HOT TOPICS
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I m m e d i a c y
TRENDING
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MISSTEPS
O o p s !
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S o l u t i o n s
SWAG
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S o l u t i o n s
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— HILL STAFF —
TRAINING
PRESENTED BY:
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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
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BASIC RULES
18#HILLSM14
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Honesty & Transparency
19#HILLSM14
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Humanize Congress
20#HILLSM14
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Real-Time Reactivity
21#HILLSM14
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Proactive Engagement
22#HILLSM14
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TRENDS
23#HILLSM14
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Promotional Support
24#HILLSM14
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Rise of Visual Web
25#HILLSM14
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Short & One-Use Videos
26#HILLSM14
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Consistency
27#HILLSM14
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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
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PUTTING IT INTO PRACTICE
29#HILLSM14
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Listen & Learn,
Then Listen Some More
30#HILLSM14
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» Discover and respond to mentions
» React to reputational threats
» Spot emerging trends
» Benchmark your reputation
» Benchmark against “competitors”
Social Listening Tools
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KEY METRICS
» Volume of mentions
» Mentions by topic
» Sentiment of mentions
» Share of voice
» Media type analysis
» Influencer discovery
#HILLSM14
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Establish Social Media Governance
32#HILLSM14
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Five Components of Governance
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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
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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
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Engage More, Broadcast Less
35#HILLSM14
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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
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Measure, Rinse, Repeat
37#HILLSM14
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“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
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Before You Measure ROI – Define the „R‟
39#HILLSM14
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Requires Planning Data
Analysis
Insights
Planning
Strategy
Program
Measure
Evaluate
40#HILLSM14
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Let Go
41#HILLSM14
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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
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DISCUSSION
43#HILLSM14
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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
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WHO WANTS PIZZA?
45#HILLSM14