Published on February 28, 2014
— HILL STAFF — TRAINING PRESENTED BY:
VOTE OUT LOUD! 2
PRODUCT CUSTOMIZATION Examples 3
650+ BASE GOODS Examples 4
The Numbers ANALYTICS 5
Calling it ANALYTICS 6
Analyzing ANALYTICS 7
Running Mates PREDICTIONS 8
The Conversation HOT TOPICS 9
Immediacy TRENDING 10
Oops! MISSTEPS 11
Solutions SWAG 12
— HILL STAFF — TRAINING PRESENTED BY: 16
Hello! Jason Falls Rachael Powell VP, Digital Strategy CafePress.com @jasonfalls Director of Social Media Elasticity @rachaelcpowell » Keynote speaker and CEO » Founder of Social Media Explorer » Nationally recognized blogger » Author of No Bullshit Social Media » Industry speaker #HILLSM14 17
BASIC RULES #HILLSM14 18
Honesty & Transparency #HILLSM14 19
Humanize Congress #HILLSM14 20
Real-Time Reactivity #HILLSM14 21
Proactive Engagement #HILLSM14 22
TRENDS #HILLSM14 23
Promotional Support #HILLSM14 24
Rise of Visual Web #HILLSM14 25
Short & One-Use Videos #HILLSM14 26
Consistency #HILLSM14 27
Trends Basic Rules • • • • Honesty & Transparency Humanize Congress Real-Time Reactivity Proactive Engagement • • • • #HILLSM14 Promotional Support Rise of Visual Web Short & One-Use Videos Consistency 28
PUTTING IT INTO PRACTICE #HILLSM14 29
Listen & Learn, Then Listen Some More #HILLSM14 30
Social Listening Tools KEY METRICS Mentions by topic Sentiment of mentions » Share of voice » Media type analysis » » Spot emerging trends Volume of mentions » » React to reputational threats » » » Discover and respond to mentions Influencer discovery » Benchmark your reputation » Benchmark against “competitors” #HILLSM14 31
Establish Social Media Governance #HILLSM14 32
Five Components of Governance POLICIES PROCESS PLAYBOOK TECHNOLOGIES TRAINING Delineate what to do and what not to do with social media in both professional and personal contexts. Define the paths to follow, roles & responsibilities of each person including workflows and crisis preparedness. Create overviews of the “how” to implement and execute social initiatives, usually detailed by business objective and social channel. Rationalize social technology platforms, such as listening and monitoring, measurement, content publishing and assign access and ownership. Address the gaps between understanding, actual capabilities and required skills to achieve business goals. #HILLSM14 33
Five Components of Governance POLICIES PROCESS PLAYBOOK TECHNOLOGIES TRAINING Delineate what to do and what not to do with social media in both professional and personal contexts. Define the paths to follow, roles & responsibilities of each person including workflows and crisis preparedness. Create overviews of the “how” to implement and execute social initiatives, usually detailed by business objective and social channel. Rationalize social technology platforms, such as listening and monitoring, measurement, content publishing and assign access and ownership. Address the gaps between understanding, actual capabilities and required skills to achieve business goals. ONE MORE: Common Sense #HILLSM14 34
Engage More, Broadcast Less #HILLSM14 35
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 #HILLSM14 37
“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 38
Before You Measure ROI – Define the „R‟ #HILLSM14 39
Requires Planning Data Evaluate Analysis Measure Insights Program Planning Strategy #HILLSM14 40
Let Go #HILLSM14 41
Putting It Into Practice • • • • • Listen, Learn, Then Listen Some More Establish Social Media Governance Engage More, Broadcast Less Measure, Rinse, Repeat Let Go #HILLSM14 42
DISCUSSION #HILLSM14 43
Panel Discussion Aaron Perlut Chris Good Partner, Elasticity Contributor, Forbes @AaronPerlut Political Reporter ABC News @c_good Chris Moody Warren Rojas Political Reporter Yahoo! News @Chris_Moody Columnist Heard on the Hill, Roll Call @WARojas #HILLSM14 44
WHO WANTS PIZZA? #HILLSM14 45
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