Social Media: Am I Doing it Right?
- 2. Social Media: Am I doing it right? Association of Zoos & Aquariums Annual Conference | Portland, Oregon | September 2009
- 3. Let’s talk about… 1. What it means to be successful with social media 2. How we can track and measure social media 3. How our audiences engage with social media 4. What we can do today to maximize audience engagement with our social media
- 4. Redefining success from web 1.0
- 5. What is success? How do I define success in social media? Mission Communications Plan Social Media Goals Make it measurable
- 6. Example: WPZ social media goals Measure what matters to you
- 7. Core elements of success ENGAGEMENT “ Our audience is engaged” Metrics (Quantitative): # of comments Video ratings # of retweets / shares / likes Metrics (Qualitative): Tone of comments Perception of brand REACH “ We have an audience” Metrics: Page views # of subscribers # of fans
- 8. Do I have reach and engagement? Listen Measure Learn Adapt
- 9. Listening and tracking http://www.google.com/alerts http://search.twitter.com
- 10. Listening and tracking http://www.socialmention.com/
- 11. Measuring reach and engagement http://www.sensidea.com/socialseek/ Paid services Radian6: http://www.radian6.com PR Newswire: Social Media Metrics http://www.prnewswire.com/ Free services
- 12. Facebook Page Insights ENGAGEMENT REACH
- 13. www.klout.net
- 15. Link clicks and shares REACH ENGAGEMENT
- 16. So how do I get more reach and engagement? Photo by Dennis Conner
- 17. Understand your audience Photo by Ryan Hawk
- 18. Types of social media users Social media Spectator Joiner Creator Collector Critic Inactive
- 19. Creator I see what you’re doing & I want to do it too
- 20. Critic I see what you’re doing & I want you to know what I think of it
- 21. Collector I see what you’re doing & I want to influence its output
- 22. Joiner I see what you’re doing & I want to be associated with it
- 23. Spectator I see what you’re doing
- 24. Inactive Did you say something?
- 25. Profile your audience United States internet users http://www.forrester.com/Groundswell/profile_tool.html
- 26. Barriers to audience engagement Mostly spectators Time Tech limitations Photo by Ryan Hawk
- 27. Incentives for engagement Relationship building Benefits and exclusive value Influence
- 28. Can’t FAIL tips for engagement Know your audience: use profile tool Recognize barriers and incentives Provide ways to engage at all active levels Example: Facebook fan page Creators – add photos to your fan album Critics – “like” a post Collectors – tag photos Joiners – become a fan Spectators – page viewable without an account Put out irresistible content Model engagement you want to see Keep it real Listen, measure, learn, adapt. Repeat.
- 29. rebecca.whitham@zoo.org | @WPZRebecca | @woodlandparkzoo