Social Media Next Steps: Developing Your Society Social Media Program
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Social Media Next Steps: Developing Your Society Social Media Program Shari L.S. Worthington Telesian Technology Inc.
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Shari Worthington presents the risks and opportunities facing the International Society of Automation due to social media trends and provides ideas for developing a strategy. This was presented at the ISA Spring Leaders Meeting on 13-June in Las Vegas.
Transcript of Social Media Next Steps: Developing Your Society Social Media Program
Social Media Next Steps:Developing Your Society Social Media Program
Shari L.S. Worthington
Telesian Technology Inc.
Social Media: A Look at the Technology Boeing’s biggest MRO facility
Who’s in Control Today?
Word of Mouth Referrals
We all dream of tapping into the referral network Succeeds because
It is believable It is self-reinforcing It is self-spreading
Connect with enthusiasts Tap into member enthusiasm with recommendations
and reviews Create a community for passionate members Participate in and energize online communities
It’s marketing and communications…
Marketing & Society Growth
We are ISA’s best marketing channel Traditional OUTBOUND marketing
Pay your way in Advertising PR Commissions
Interruption based Today’s INBOUND marketing
Earn your way in Blogs Search engine optimization Social media
Permission based
Communications & Society Growth
Communicate or fade into the digital ether Traditional PUSH communications
Preaching Direct mail Newsletters Workshops
Today’s INTERACTIVE communications Sharing of knowledge
Blogs Social media Private communities
First Things First: Web Priorities
Regularly updated Content rich web site Newsletters
Social media Video Blogs LinkedIn Twitter Facebook
Why Do We Care? Today
Our current members LinkedIn
All business Over 60 million users
Largest Facebook demographic is ages 35-54 Fastest growing is 55+
Raw usage numbers are too big to ignore Twitter: over 75 million users YouTube: over 100 million visitors per month Facebook: over 400 million users Compare to Google’s 359 million visitors in March
Why Do We Care? Tomorrow
Our future members Teens spend 60% less time watching TV and 600%
more time online than parents (arthur page soc)
Emory University’s freshman class survey 97% had Facebook accounts 24% logged on 18 or more times a day
Boston College no longer issues email accounts to students
64% of online teenagers engage in at least one type of content creation (pew internet project)
Communication & Collaboration
Profile based social networks LinkedIn, Facebook, MySpace
Photo and video sharing YouTube, Flickr
Blogs & Microblogs Wordpress, Blogger, Twitter, Tumblr
Social bookmarking and search sites Digg, StumbleUpon, Del.icio.us
Social shopping sites Kaboodle, Wists, StyleFeeder
Focus on Relationships Focus on
relationships, not technology
People are creating content in unprecedented numbers Shift to uploading
and sharing rich media
Increase in participation
Change in consumption to on demand
The Shift to Social Media
People want to be with their peers Shift thinking to how to serve members online
Build relationships Add value to a member’s day
Make members and volunteers visible Favorably position organization Enhance communications Enable more effective recruitment
We Have Reached a Tipping Pt
Source: McCann Wave 3
KeySocial Media
Components
KeySocial Media
Components WidgetsWidgets
ChatChat
SocialNetwork
ing
SocialNetwork
ing
MicroblogMicroblog
BlogsBlogs
PhotoSharePhotoShare
MessageBoards
MessageBoards
PodcastsPodcasts
Video ShareVideo Share
RSSRSS
Social Media Strategy
Develop strategy Listen, watch, gather info, learn
Establish organization/brand voice How can we serve members, industry influencers better? How do we present the ISA brand?
Individuals, one organization ID, several IDs
Determine risks Who needs to be involved?
Staff and volunteers at the international, national, section, and division levels
Social Media Objectives
LISTEN: seek member insights for use in marketing and membership benefits (research)
TALK: extend your current digital outreach initiatives (marketing)
ENERGIZE: find enthusiasts to energize (sales)
SUPPORT: be an indispensible resource (support)
EMBRACE: integrate members into ISA (development)
Your Listening Plan
Start small, think big Dedicate at least one volunteer to the
effort Choose a knowledgeable person to
interpret information and integrate with other sources
Watch other organizations closely
Plan First: Internal Processes
Content is king Who is responsible for content Establish a content publishing
schedule and flow of information How to handle requests or
suggestions How to handle support issues
Prepare for customer questions, potential problems
Blogs: Think Differently
Tips for successful blogging Start by listening Determine goals for blog
Increase membership Promote events Provide tech info
Develop an editorial process Which members will contribute? What topics? Industry insight, how to’s, mgmt
Design blog and connection to web site Link via ISA web site Link via social media sites
Blogging isn’t just writing Be honest
Tell Stories
Write in pictures Write in first person Tell personal experience stories Write like you speak Keep in brief Cite statistics Use visuals Keep headlines declarative Always cite and link to sources Invite response
It’s an Opt-In World
Power is shifting to the member and communities
Provide multiple mechanisms to interact Voting, surveys, guest posts, comments
Offer options on media choice to receive information PDF, audio, video
Want to feel connected to organization They want it their way Corporate-speak is not welcome
LinkedIn: The Business Network
Engage the business communityCreate a personal profileJoin relevant groupsEstablish closer relationships with contactsContribute expertiseFind a job, advertise a jobCreate a corporate profile
Twitter: The New News Network
Ages: 62% 25-54 More than 90% of visitors are moderate or heavy
Internet users Engage influencers, establish brand, respond to
questions Customer service Member leads Brand building Personal connection
Twitter: Exponential Growth
Changing Communications
Like it or not, Twitter is quickly revolutionizing the way our entire news ecosystem operates, from journalist to consumer, and blurring the
lines in between,"
Andrew LipsmanComScore
Share
Have a giving spirit Offer guidance,
humor, perspective, expertise whenever possible
Make daily – weekly contributions
Focus on sharing info that would be valuable to a customer or potential buyer
Participate, Be Visible
Listen
Search for keywords
Search by #hashtag
Monitor competitors
Catch a conference you could not attend
http://search.twitter.com
Respond Quickly
Most
social
media
black eyes
come from
a slow
response
YouTube: The Popularity of Videos
Develop an organization channelCreate and upload interesting contentLearn lifecycle of your videosPromote your videosReview where embedded
It’s Social & Interactive:Keep Visitors Coming Back Develop a Content Plan Capture interest, interact with readers Engage with dialog and surveys, find out
what they want Build on core pieces like how to articles,
videos, success stories Need a balanced media mix: text, audio,
video
Social Media: Summary
Actively listen and observe before starting Blog(s) LinkedIn YouTube Twitter, Facebook
Establish objectives Create a unifying concept or theme
Division, section, department, technology Set up accounts
Blog: Wordpress or Blogger All others are local to the community
Social Media: Summary
Cross-link your social media assets ISA web site Other ISA organizations Other industry organizations
Start posting Monitor and respond to member
discussions Nurture the community
Shari L.S. WorthingtonDirector, Management Division, ISAPresident, Telesian Technology Inc.Marketing, Web, & e-Business Services for the Technology & Manufacturing Markets
Co-author, e-Business in Manufacturing: Putting the Internet to Work in the Industrial Enterprise, ISA Press
