Successful Social Media Strategies, Tactics, and Measurement
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1 Successful Social Media Strategies, Tactics, and Measurement Creating Content, Building a Twitter Community: Lessons & #bthru8 Marci Roth, Partner, True North Group Tips and Lessons Learned from Colorado Children s Tara Manthey, Colorado Children s Campaign Social Media Case Study Michelle Noth McCready, Director of Policy, Child Care Aware How to Measure and Audit Your Social Media Sites: Example Kristen Wesley, Director of Digital Strategies, Environics Communications
2 Creating Content, Building a Twitter Comm unity: Lessons & #bthru8 Marci McCoy-Roth, True North Group
3 In the beginning AOL Friendster MySpace
4 Today? Friendster MySpace
5 TWEETING FOR THE EARLY CHILDHOOD POLICY GOOD! #BTHRU8 5
6 What is Twitter? Twitter is a real-time information network that connects you to the latest stories, ideas, opinions, and news about topics you find interesting. 6
7 Followers have almost Doubled in a year Followers (2/01/2013-4/1/2014) Feb 1-Mar 1-Apr 1-May 1-Jun 1-Jul 1-Aug 1-Sep 1-Oct 1-Nov 1-Dec 1-Jan 1-Feb 1-Mar 1-Apr 7
8 9 Tips To increase followers 1. Post interesting reports or new information. 2. Retweet other people s content, particularly those of high influence. 3. Thank people for retweeting your content. 4. Try Follow Friday where you post your favorite Tweeters on Fridays (#FF) 5. Participate in high profile twitter chats. Host your own. 8
9 9 Tips (continued) 6. Participate in high profile hashtag conversations (like the #SOTU) 7. Tag your information to the right conversations so that you re relevant. 8. Schedule Tweets to go out every day (10-20 is ideal) and for times people are online. 9. Follow interesting tweeters, and follow back those who follow you. 9
10 Twitter Mechanics Have a voice. Be conversational. 60 characters optimal (easier for others to retweet) Use quotes These words work: Check, via, and please. Hashtags are your new best friends (e.g., #). Respond to tweets, Favorite them. Don t forget lists. 10
11 Use Hashtags Wisely #OHMY Hashtags connect tweets into conversations Use city or state hashtags to limit conversation geographically. (e.g., #CA or #Bowie) Use them to connect to other conversations: #edreform #SOTU #COLeg #CABudget Don t just use the one for your campaign 11
12 The 80/20 Rule Your info 20% Optimal Tweet Ratio Other people's info 80% 12
13 N ISE TO SIGNAL Rob '""'"aft"'" I'm so glad you agreed to meet in person. There are some things that j ust can't be said In 140 characters. 13
14 THANKS! Marci McCoy-Roth, True North 14
15 Twitter Tips
16 Two approaches to Twitter Daily posts: Links to our content and upcoming events, other articles and studies, RTs or scheduled posts from partners Only spend time on it if there is material to work with- don t force it. Intern sends news clips each day to full staff with any of our own earned media, local coverage of our issue areas and national coverage of our issue areas. Group calendar tracks campaigns, events Intern, outreach manager or communications director compile tweets and have approved by communications director, then preschedule in HootSuite. Always use hashtags and try to monitor for engagement.
17 Tweets Following Followers Favorites!C_ -~ lla OO ' CHllOllllt'S CA M ~A I CM lists PhOtos and videos TWEETS FOLLOWING FOLLOWERS 4,081 1,079 1,752 Edit profile Tweets Who to follow Refresh View all... CO Prog. _w_.!!::...:..:_ ).!. Follow C>io<>do Colorado W IN S Loe.I 1176.!. Follow Katy Follow Popular accounts Find friends Denver Trends. change #HuluBingeDay #throwbackthursdav Promoted Children's 25m Powerful #infographic shows what happens when #kids eat #breakfast every day #edcolo ow.ly/vogmy Ci View summary Children's 3h Tips on how to eat a lunch that won't leave you or your kids lethargic afterword. #cokidshealth ow.ly/vogcd Expand Children's 3h reminds us, the new assessments are updated to align to #CO Academic Standards #edcolo #coleg ow.ly/vp8kx Expand Children's 3h INFOGRAPHIC on who helped develop the new #CO assessments #edcolo #coleg ow.ly/vp82r
18 Two approaches to Twitter Live tweeting: One or more staff members log into our account via HootSuite app or online and live tweet an event or hearing. Pre-write some or all tweets based on our messaging, research and other content. Then send out when appropriate, no auto-tweeting if possible. Always use hashtags and monitor for engagement: #coleg, #cohealth, #edcolo, #ececolo, #KIDSCOUNT Only tweet our position/research/testimony Correct misinformation when needed!ct professionally/don t engage in arguments
19 Childre n's Mar 19 Good morning! There are 49 days left in the #COLeg. Here's your daily #COl<ids fact: View photo Childre n's Mar 18 Than!< you House Public Health Care and Human Services for passing #HB1317, CCCAP bill, forward to Appropriations. #coleg Expand Childre n's Mar calls CCCAP bill a 'modest but remarl<able 1st step' moving from 'day care' to quality early learning. #coleg #HB1317 Expand Childre n's Mar 18.@crisantaduran closing on CCCAP bill, #HB1317: This is a chance to investment in early years and shift away from "pay later." #coleg Expand Childre n's Mar 18 Jaeger: CCCAP waitl ists ensure families get coverage accord to local prioriti es, get served in order. #coleg Expand Childre n's Mar 18 Jaeger: CCCAP changes would better serve families whom #CO and counties have already committed to investing in. #coleg Expand Childre n's Mar 18 Jaeger: CCCAP changes would allow provider rates to be set county by county. #coleg Expand Childre n's Mar 18 Jaeger: Counties sent $5. 1 M bacl< to state-could have served 2150 families w/ CCCAP. #coleg Expand Childre n's Mar 18 Jaeger: Some communities can't serve families who qualify for CCCAP b/c there aren't providers. CCCAP chanqes wld increase access. #coleq
20 #KIDSCOUNT trended in Denver during our release of KIDS COUNT in Colorado.
21 Group selfies (a la Ellen) during our advocacy day #SpeakUpCO
22 Michelle Noth McCready Director of Policy Child Care Aware of America 2014 Child Care Aware of America
23 Raise Your Hand Webinar Series Child Care Aware of America's Raise Your Hand webinar series is a five-month journey that will raise awareness about federal and state opportunities to support child care, connect participants with content experts, and promote meaningful action to get the job done. 45-minute leadership presentations will inspire parents, professionals and communities to RAISE their hand in support of a strong start for all children Child Care Aware of America 23
24 Bi-weekly 1hr webinars Open to the Public Variety of topics Child Care Aware of America
25 Trial Run: reddit/twitter chat Finale Internal Work Group Create Specific Goals Focus on End User 2014 Child Care Aware of America
26 2014 Child Care Aware of America Reddit Ask Me Anything
27 Reddit AMA Unpredictable, but fun Reaching New Audiences Answered questions on wide-range of topics 2014 Child Care Aware of America
28 Promoting The Virtual Campaign Facebook Twitter Pinterest Blogging Resources Action Center Lunch and Learns 2014 Child Care Aware of America
29 Facebook Largest social networking site with over 1.1 billion users worldwide Facebook accounts for 1 out of every 5 page views on the internet 57% of users are female 2014 Child Care Aware of America
30 Twitter: #RYH4ChildCare Child Care Aware of America
31 The Reach! Goal: Raise Visibility, Promote Conversation! Facebook Reddit Twitter Pinterest Blog Action Centers 2014 Child Care Aware of America
32 Questions? Feel free to us! Child Care Aware of America
33 Measuring and Auditing Your Social Media Sites Kristen Wesley Director of Digital Strategy Environics
34 Identify your goal What are you trying to achieve? Who is your audience? What actions do you want your audience to take?
35 Tools -- hootsu ite facebook Go gle Analytics
36 What to Measure: Twitter Mentions & Impressions Retweets Increase in followers Hashtag use
37 Twitter: Know Your Audience Men Women Target Engage
38 What to Measure: Klout Klout + social media analytics = Klout Score The Klout Score is a numerical value between 1 and 100 that measures the size of a user's social media network and how other users interact with its content
39 What to Measure: Facebook Fans Shares Comments Click-throughs Consider Ads!
40 Best Practices for Measurement Setting a realistic goal to work toward Frequency (Set the benchmark) Check-in daily Hedge expectations with leadership
41
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