BTVSMD – Burlington Social Media 101 Workshop – Alex Tursi
July 5, 2013Social Media 101: Tweet? Post? Help!
This presentation was made at Burlington’s Social Media day by Alexandra Tursi, (Fletcher Allen Health Care Social Media/Web Strategist, Marketing & Communications) on June 27th, 2013, and is also available online: http://prezi.com/vmzs2jnai_wd/social-media-101/
Twitter handout
“The future belongs to those who connect.”
Seminar to cover Social Media as personal branding, or for business.
Social media amplifies certain human behaviors.
“From global to hyperlocal, social media makes the “Daily Me” instantaneously accessible”
“Social media amplifies certain human behaviors
Seven psychological needs we may be seeking.”
Facebook as an example: personal use to remind you of friends/family member’s birthday,
Facebook friend purges, or the need of inclusion
“We’re seeking these needs in record numbers.
Where it’s on desktop or on our mobile devices”
Fast and at your fingertips…
Pew Internet American life project – @pewinternet – annual Social Media report statistics
Social media as psychological uses
20% on desktop, more are using social media on Mobile devices
Mostly during Late afternoon/late at night or even during TV shows
“So, how do you leverage social media & human behavior?
There’s a simple secret to being a connected brand: Be a good conversationalist and a good listener.”
Listen to people “Listen More, Talk Less”
“8 tactics to be a connected brand:
[1] Take a pulse on the conversation, before you start talking”
Connect to people already talking to you – Company response to customer’s Twitter complaint – evolve24
Forrester research – take pulse on conversation before starting to converse
“[2] Connect your goals to the social media environment: customer service, crisis communications, reputation management, focus group, product launch, customer insights, or awareness.
Social media is not monolithic. There are different uses for different goals”
“[3] Decide where you will connect & who will do the connecting”
Blogs: Where expertise is established
Facebook: Where relationships are maintained
LinkedIn: Where professional networking happens
Twitter: Where news is shared 24/7
YouTube: Where video stories are told
Pinterest: Where visual scrapbooking happens
Instagram: Where photo and video stories are shared
Fletcher Allen is not on Tumblr as only 6% of their users, so it’s not worthwile
Fletcher Allen promotes their human connections – i.e. what employees do daily or behind the scenes
Fletcher Allen Twitter posts 10-20 a day
Fletcher Allen uses Youtube as source for educational tools – make health content understandable for viewers
Recommends Instagram for unique content, not same picture or content as other social media outlets
Pinterest users are 25-45 year old
Figure out what is more efficient for you or your business
“You can’t and shouldn’t be everywhere — and you can’t be all things to all people. Find your niches.”
Think about these skills, and delegate social media to them – Many hats of community manager Pinterest infographic
Perform a readability test, she uses 6th grade level vocabulary, clarity over cleverness
[4] “Create content that connects to the people you want to reach, when and where they are”
Facebook’s Edgerank looks over similar likes, affinity factor, etc
(News feed)
Photo and video content weighted higher
It also looks at the number of content shares, time of day
Don’t’ promote content that isn’t working well
“The three As: Awe, Anger, Anxiety”
[5] Social Media Calendar
Alex uses calendar to organize content by team, meets regularly to make sure covered
Certain types of questions get more comments Pinterest infographic
“Connect to mavens and influencers
To activate peer-to-peer influence, examine not only clout, but authenticity”
Expands your network – i.e. ‘Bully’ movie‘s social media campaign to change the movie’s rating to be shown in schools
Similarly, Fletcher Allen will be organizing gathering with VTMommies to help promote their relevant services
[6] “Connect people to the truth”
See how your being presented online
“Your reputation is already being written, with or without you.”
John Siegenthaler Wikipedia biography controversy
[7] “Connect the dots: for you & your audience
Listen and lead the conversation; then, examine the leads you create!”
Join in on conversations to be helpful, trusted resource
Traffic – web and participation
Engage – likes, comments, shares
Impressions
Return on influence – attend event, visited blog post
Set up mechanisms to track the results
Gather all conversations and present to management
Question:
Resource for metrics? – Recommends Social Media 201 Workshop
Social media is getting more local, i.e. Yelp
[8] “Connect to meaning & meaningfulness”
Find something meaningful, be nicer than necessary
“Is it true? Is it necessary? Is it kind?”
The Connected Brand of Social Media is Cyclical:
Listen, Plan, Community Management, Optimize Content, Measure Progress…
i.e. wash, rinse, repeat
“Transform the conversation”
The Gift Of Water organization’s “First world problems” # – as fundraiser and awareness
This was one of the five of the eight seminars for Burlington’s Social Media day on June 2 7th, 2013 that the Advantage Creations staff attended. More notes to follow, keep posted.
