Getting the Most Out of Social Media

Michele L. Lee de León

Centro Venezolano Americano de Mérida

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Today’s Agenda

1. What is social media2. What is most used and how3. Activities: Case studies to

1. Determine clientele and stakeholders input2. Decide social media objectives3. Decide the experiences and added value

4. How to evaluate5. Tips on how to be successful

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Today’s Goals

Recognize the opportunities social media can bring to marketing, client attention, and empowering your stakeholders

Develop ideas [strategic plan] for using social media to give added value to your binational center

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What is social media ?

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What is social media ?

Way of communicating where there is interaction between people online.

Moreover, social media allows for user-generated content

Technologies: social networks, forums, blogs, wikis, podcasts, vcasts among others.

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What is social media?

Migration from Web 1.0 to Web 2.0

Static websites and read only content

Participatory websites and read-write content

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What is social media?Migration from Web 2.0 to Web 3.0

Participatory Internet

Semantic WebPersonalization, Mobility, Advocacy

Signifies a fundamental change in the way we communicate

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What does social mediado for us?

Organization< Technologies < New ways to reach our clients/students< New opportunities for communication

Promotion< Alternative to advertising< Peer recommendation (word of mouth)< New ways to work with customers

Feedback< Tells us what people are saying about us/product< Helps us improve because we are listening to our

clients

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What is most used and how

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Important Considerations What would you like to do?

For whom: who are your stakeholders< Who is involved in the project< With whom would you like to interact

What is the best way to interact with all parties

Be cognizant that different audiences have different requirements.

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Above all…

Provide good, interesting, relevant contentFor some ideas from Search Engine J.:

1. Make a list of something (ten ways to improve your English)

2. Add videos, photos, personal interviews

3. Add a “How to” or tutorial

4. Helpful download or pdf file

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How to do what we want with Social Media

1. Make a social inventorya. Evaluate what you have

b. Decide what you would like

2. Keep in mind the right questions: a. Who

b. What

c. Why

d. How

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Social Inventory

Media Goal Target Content Interaction Links

Facebook

Twitter

LinkedIn

Youtube

Digg

Flickr

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What Why Who How…

Describe how you are currently using social media.

A Look at Content Content: Is your content relative and friendly? Is

you information fresh and original? Or, is it the same old thing.

Tone: Does your public want funny, informative, or serious?

Navigation: Is it easy to find things? Do the links work? Are you pages user friendly?

Does your audience experience your center when they visit your social media pages?

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Social Inventory

Goals Purpose Target Content Interaction Media

Promotion

Branding

Community

CooperativeLearning

Client Services

Client Participation

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What Why Who How…

What would you like to do?

Case Studies

Working in groups read the case study given you.

Determine who the stakeholders (people involved) are in each case.

Each stakeholder is represented by one member at your table.

Your table should also have a note keeper and a spokesperson

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Case Studies

Each stakeholder should

<Describe the target client.

<What would your center like to obtain from using social media?

<What would your client experience from connecting with the social media you choose to implement?

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Case Studies

From each stakeholders’ points of view discuss and determine the following:<Who is the target?<At least four specific and

measureable objectives.<What experience can you create for

your client using social media to accomplish this objective?

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Case Studies

Schematically, discuss how to go about this.

< What tools do you need and can use

< How can you use them.

Use your social inventory planning sheet for the case study

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Tips on how to be successful

1. Diversify: Use social media and traditional methods together

2. Sustainability: Engage your audience and make them part of your on line activities

3. Promote communication & community building

< By putting a human face/name behind it

< Make people feel a part of it

4. Provide content rather than advertisement

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Tips on how to be successful

1. Identify and categorize your needs.2. Identify and categorize your constituent’s needs.3. Prioritize! What is most pressing?4. Decide which technology tool can be used to

deliver the service you require.5. Start small and build on what you create.6. Implement one tool at a time.7. Work together with your natural partners for

collaboration.8. Experiment with what works best for you.9. Maintain your sites and build on them.

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Tips on how to be successful

5. Dare to try something new, be creative

6. Use what suits your need and use it well, You do not have to use every social media

7. Evaluate what works and does not work

8. Plan again

9. Decide what works and gives your center added value

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References

http://www.websmithgroup.com/planning-guides/content-matrix/

http://www.mrlukeabbott.com/marketing/15-facebook-for-business-tips/

http://www.cmo.com/sites/default/files/CMO-SOCIAL%20LANDSCAPE-R5.pdf

http://www.boxesandarrows.com/idea/view/13461

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References

http://www.chrisbrogan.com/starting-points-for-online-presence/

http://www.openjason.com/2008/02/50-content-management-systems/

http://www.searchenginejournal.com/top-7-ways-to-increase-link-popularity-with-content-on-your-site/22620/

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Thank you

Please tell us what you thought of this presentation.

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