Project Management Institute New York City Leadership Spring Offsite 2 Social media formula 5 minutes University Community Persona case 15 minutes Break out session Project Management Community Persona 30 minutes ID: 800843
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Slide1
Social Media and Strategy
Project Management Institute
New York
City Leadership
Spring
Offsite
Slide22
Social media formula – 5 minutes
University Community Persona case – 15 minutes
Break out session - Project Management Community Persona – 30 minutesReviewAn engagement strategy – 25 minutesMultiple persona engagementsWorking back from an event and working forward after an eventCommunication integrationCommunications calendarActions items - 10To followTo doTo engage
Agenda
*sourced further in document
Slide33
Answer
: We did
.86% skip TV ads91% unsubscribe from email44% of direct mail is never opened200 million on the Do Not Call listSPAM is 68% of all mailQuestion: Who broke marketing and sales?
3
source: hubspot.com
Slide44Let me sell you something
4
source:
http://1.bp.blogspot.com/_
hyVoJUEnNAc/S9dmihaYl9I/
AAAAAAAABeg
/
T_wJRTqdvQw
/s1600/0.jpg
You need to be in the relationship before the sale.
Slide55Sell Tell that to me again
picture sources:
http://www.thinkgeek.com/product/d314
/http://images2.wikia.nocookie.net/__cb20080220004325/starwars/images/thumb/2/2e/Imperial_Emblem.svg/250px-Imperial_Emblem.svg.pnghttp://fc00.deviantart.net/fs71/f/2012/258/4/2/rebel_alliance_emblem_by_the_pyri-d5es44d.pngSays who?
Slide66A university appeals to whom?
This is very academic www.---.edu
picture source:
http://www.waterbury.uconn.edu/images/campus_3.jpg
Slide77Inflection – Breakout
Slide88Persona and keyword breakout 1 of 3
Persona matrix worksheet
modified from
Lene Nielsen PhD http://www.hceye.org/HCInsight-Nielsen.htm
Slide99Persona and keyword breakout 2
of 3
Persona matrix worksheet
modified from Lene Nielsen PhD http://www.hceye.org/HCInsight-Nielsen.htm
Slide1010Persona and keyword breakout 3 of 3
Slide11Create an archetype of your buyer persona with all the details you can provide: What the user does
Is
motivated professionally
byReads, works, is interested in11The objective is to understand the persona’s motivation and need.What’s in it for them now provides answers to What’s In It For Me? (WIIFM?)WIIFM? leads to WIIFT?To get found, find out about persona
Persona matrix worksheet
modified from Lene Nielsen PhD http://
www.hceye.org
/
HCInsight-
Nielsen.htm
Slide1212It really is about them
Persona matrix
The Person
Who are they
?
Why are they interested?
The Hypothesis
Work conditions
Work strategies and goals
?
Information strategies and needs
Verification
Likes/Dislikes
Inner Needs
Values
Area of Work
Work Conditions
Defining
What is the need of this person
Validation
Goals
What engages this persona
Feeling about industry
Feeling about networking
Feeling
about learning
What are the differences between personas
Turn
strangers into friends,
turn friends into customers,
turn customers into
salespeople.
Seth
Godin
Slide13The power of your blog or your hyperlink is about dialogueSocial Media is pervasive and regenerates thoughts and ideas through a cyclical process of listening
,
discovering
, sharing, and contributing personal or professional perspectiveNot a message, but a conversation. If you do not have anything to say, then listen13In the realm of social media, companies will earn the community of customers they deserveCustomers have choices, and if you’re not consistently vying for their attention, it’s pretty easy to fall off their radar screen when they evaluate optionsConversations are marketsIt is not about selling, it is about dialogueThe splinternet
Web 2.0 is about being social
Slide14What’s In It For Me? (WIIFM?) the #1 communication filter
Search engines answer questions
3 and 7
Identify the persona(s) in need of your solutionWhat are their problems?What keeps them awake at night?What do they want to know?14
Write their story
Valued content describes issues and problems they have face and provides detail on how to solve these problems
A source for their solution
Hang out where they hang out
Investigate
words and phrases they use to describe problems?Measure ROI (Return on Involvement)
What’s in it for Me? What’s In It For Them? (WIIFT?)
Communication rule #1: know your audience
Slide15Anatomy of a Peep
Slide1616If a twit tweets in the woods?
50 billion
3 billion
7 seconds3 seconds
Slide1717
If the flock flocks?
Slide1818How many flocks can a good flock flock?
Slide19www.pminyc.org
19
Migration pattern
Slide2070
% of your effort
– offsite
Your effort is integrated20ArtifactsSocial media fieldtripBlogComments
Search
Engine
Optimization
Hyperlinks
to
Your
Content
Keywords
RSS
Feeds
Tags
LinkedIn
Twitter
Email
Newsletter
Slide21Programs
– Name
Events
– Name
Programs
Logistics
– rotational
Registration
Announce-
ments
Membership
– NameNewsletter
Renewals
Communication
– Name
Site
(blogs, copy,
optimization, sitemap)
21
Coordinating
Swim Lanes
Slide22Monthly Meeting Communication Process - sample
Content:
Website
(blogs, copy,
optimization, sitemap)
Events:
Programs
Logistics
– rotational
Registration
Announce-
ments
Membership:
Newsletter
program request form
Event
announcment
Site logistics
Sign up – Constant Contact
blog 2 persona 2 (keywords)
sign up
attendance
Blog 2
Newsletter Landing page
Blog 3 (another persona)
22
Event Announcement – Constant Contact
Blog 1
Newsletter – Constant Contact
Post Slides
blog 1 persona 1 (keywords)
Newsletter
Slide2323
Measure ROI (Return on Involvement)
Slide24Current State
Slide25GmailGoogle DriveGoogle reader Feedly readerRSSj.mp
Twitter feeder
Migrate to gmail MX servers to leverage robust Google tools
Store and manage documents within a single sign onSet up Feedly reader accounts to push new content to filter and manage information by roleCategory-specific subscription and social media ping services for auto-launchLink shortenerAuto post to multiple social media sourcesExecutionOptions✔
✔
✔
✔
✔
✔
✔
✔
✔
25
Slide26CommentersCultivatorsCreatorsIdentify sites to monitor and comment from PMINYC account
Look at conversations happening in community channels:
Google+ discussions
LinkedIn discussionsTwitter discussionsBloggersCreate new content and modify for channelExecutionOptions26
Slide27Monthly meetingsTwice weekly Agile, stand-up meetingsShare learning and tools in
a round
-table format – save new technologies, tools, and options for this forum
Maximize people’s time and review challenges and opportunitiesExecutionOptions27
Slide28Integration of message, medium, and frequency
Observation
:
News and copy is not promotedEvents are not synched to releaseContent creation is not leveragedEngagement channels are cumbersomeRecommendation:Use more RSS feeds broken down into sub-categoriesMonitor a short-list of sitesCreate content off site on select blogs and sites
Manage and monitor conversations
Promote conversations, replies, and comments – content over announcement
Identify sources of information to
share
, such as:
PMIvoices
blog
Comment
on influential blogger posts, such as:
PMHut.com,
quantumleap.com
Iterate and modify for channel and for engagement
28
Slide29Current social media team
Willing and able:
Name 1
Name
2
Name
3
Name 4
Name
5
Name 1
Name 2
Name
3
Move to other community support
Name
1
Name
2
Name 1
Name 2
Name
3
Observation
:
Spread too thin
Lack of coordinated message
Inconsistent engagement
Recommendation
:
Close Facebook
Rebuild teams to 1) find content 2) develop content and 3) cultivate conversation
Coordinate message, medium, and timeliness
Identify key sites to comment on
Assign communication liaison to filter news, events, calendar, article generation
Create communications triggers
Create communications calendar
Name 1
Name 2
Name 3
Name 4
29
Slide30Field Trip
Slide3131A relationship building forum
A way to increase your brand awareness
To create a lead funnel of prospects to your business
An un-ending resource for you and your companyA way to meet others across the world in similarindustries, likes and interestsTactics – Twitter 140 character microblog
Slide3232
Twitter – Manage the 140, manage thousands
@
RT
link shortening services#
FF
Slide3333
Twitter – Lists
Subscribe
RecommendationFriendsDiscover
Slide34Appendix
Slide3535
The best social media strategy starts with ~3 to 6 months of listening:
Start on other
sites and seeing what they are talking about – then commentCOMMENT on influential blogs in your community, industry, complementary industries, and prospective client’s marketsWhen you COMMENT, post informative, quality info to position yourself as an expert – this is not a sales pitchDevelop a community – allow COMMENT and respond to themIncorporate subscription and user tracking toolsQ: Where to start? A: By listening
Slide3636Create content worth linking
to:
Content is remarkable when someone defines it as remarkable, not when your marketing or product manager define it as remarkable. This is the greatest challenge in today’s world of
marketingYou really have no control over your product’s value, however, you do have control about hosting and socializing with people who will advocate, refer, and recommend your service or productYour strategy relies on enabling othersShare what solves problems, what answers questions
Slide37@TobyElwinemail@TobyElwin.com
http://
TobyElwin.com
37Community Persona designScope: or how to manage projects for organization successHow to launch and manage your social media identityBlog Resources @TobyElwin.comThank You
The secret of getting ahead is getting started. The secret of getting started is breaking your complex overwhelming tasks into small manageable tasks, and then starting on the first
one.
Mark Twain