Creating a Social Media StrategyWebinar Date/Time:
January 28 & 29, 2010Webinar Materials: PowerPoint
, Social Media Guide - January Session
, Archived Webinar Video
Creating a Social Media Strategy Webinar is the foundational component to the social media series. The objective of the webinar is to have participants walk away with answers to some of the core questions needed to successfully engage in social media.The webinar activities will follow the Social Media Guide and provide a format for participants to begin answering some of the core questions.
Webinar Polling Questions
Email, Telephone, Texting, Print Material (mail), Website, Referals, Twitter, Facebook, LinkedIn, YouTube, All of the above.
Top scoring combination of reaching out to customers consisted of:
Email, Telephone, Print Material (mail), Website, Referals -- 17.50%
Email, Telephone, Texting, Print Material (mail), Website, Referals -- 12.50%
Beginner: This is really cool and I want to learn more.
Intermediate: I'm already using social media, but I'd like to learn how to optimize social media professionally.
Advanced: I'm currently using social media and I'd like you to check out my website as a best practice!
Announcements, Events (i.e., calendar, invitations, follow-up, etc.), Pictures, Videos, Job clubs, Recruiting, Job Postings, Customer Engagement (increase customer usage of website)
Top scoring combination on using social media consisted of:
Job Clubs-- 11.80%
Announcements & Events-- 8.80%
Customer Engagement, Video, Pictures, Events and Announcements-- 8.80%
Aware but never acted-- 45.70%
Acted once-- 5.70%
Repeated Action/Enthusiasts-- 25.70%
I see the value in using social media to become more personable for my customers. --31.10%
My current customers are not as familiar with technology, I need to learn how to reach this group with social media.--22.70%
I plan on following the Illinois workNet Social Media Webinar Series. -- 46.2
I plan on becoming an Illinois workNet friend on Facebook.-- 11.90%
Illinois workNet:What's Your Pitch? Post it HERE!
Dee Reinhardt: KCDEE Building YOUR skills today for a NEW career tomorrow. We put people back to work.
Illinois workNet: Ohh, I like the sound of that "we put people back to work"
maggie mitchell: Nice Dee, thats really clear and concise
Mary Lee: McHenry County Workforce Network: Partners for business and workforce success
maggie mitchell: Concise :-)
Ricardo Bonafe: We're a job-seekers personal one-stop center. We help bring together solid, experienced workers and motivated entry-level workers with local businesses looking for quality job candidates. We do the recruiting and assessment so the employer doesn't have to.
maggie mitchell:Mary Lee- one thing Mitch would suggest is to question "What's my point?"
Courtney Nelson, YWCA:YWCA: Dedicated to eliminating racism, empowering women, and promoting peace, justice, freedom, and dignity for all.
maggie mitchell: As in making sure that the pitch answers what your point is
Dorian Riley: Transforming the lives of Seasonal and Migrant Farm workers & their families.
maggie mitchell: Some of these leave me wondering the point but understanding the who
maggie mitchell: Keep that in mind
maggie mitchell: Courtney, good statement, what's the overall goal to the individual and business
Emily Frankenberger: We want people to want to know more about your business from your pitch
Elaine Cozort:"For your employment-related needs"
maggie mitchell: Dorian- cut and dry, nice
maggie mitchell: Elaine, what about your employment related needs. It leaves questions.
Dee Reinhardt: Pitch and mission statement are two different things.
maggie mitchell: Your pitch and point should eliminate the questions
maggie mitchell: Yes Dee, well said
Courtney Nelson, YWCA: Maggie, our point is definitely services. What I pasted was indeed our mission statement, so clearly I need to work on a pitch for marketing purposes.
maggie mitchell: Great Courtney, its good to recognize the difference
Bill Leslie: Administering WIA grants that help youth transition to the world of work
maggie mitchell: That is so important in Social Media Networking
Dee Reinhardt: Bill - what is WIA?
maggie mitchell: Bill, why does that help them transition?
Mary Lee: Actually, that was our tagline. Our pitch is: We provide employment opportunities, training and related services that are responsive to the needs of McHenry County workers and employers.
maggie mitchell: Again, whats the point
Bill Leslie:Workforce Investment Act (WIA)
Elaine Cozort: We had to do a business card size ad. Short and sweet.
Dee Reinhardt: Bill - if you have to explain it, it doesn't cut it.
Angela Hovland: Angela Hovland, Insphere Insurance Solutions: Our Agents offer a variety of products from multiple highly rated carriers to provide objective and solutions driven guidance our clients need.
maggie mitchell: Mary Lee, right on. That leaves no questions
Emily Frankenberger: less is more sometimes
maggie mitchell: now I want to know, in your pitch, why your company does this better than someone else
maggie mitchell: thats the next level of completing the best pitch
Courtney Nelson, YWCA: Maggie, if your organization provides a wide variety of services, do you recommend having a different pitch for each?
maggie mitchell: Yes Dee, that's why the pitch is easier said than done but if created effectively, its the best 20 second speech/advertisement, you'll have
Ricardo Bonafe: Here at GWTP we develop model programs
Mary Lee: One thing: Training
Emily Frankenberger: What type of model programs?
maggie mitchell: Good question Courtney. During our Q&A I would ask Mitch for some expertise on that. My answer would be have an overall pitch and expand on the point in refernce to your individual services
Dee Reinhardt: While others provide the same services as KCDEE, we provides services to you - at NO cost to you - you have already pre-paid for your services
Ricardo Bonafe: initiatives linking the employment and training of the neighborhood workforce with local economic development efforts and the needs of small and mid-sized employers.
maggie mitchell: That's a way to paint the picture and give the picture a fwe different colors, if you will
maggie mitchell: Good Dee, getting closer. This is where Mitch could give some pointers in the Q&A maybe. His fine tuning is what makes it work!
Ricardo Bonafe: where did it go
guest: Which audience? Workers, employers, schools?
Dorian Riley: They think we are the Immigration Department
Maria A. Martinez, M.S., CRC: don't see the pod?
Courtney Nelson, YWCA: Advocates.
Mary Lee: Many still think we are the unemployment office
maggie mitchell: Ricardo, not bad. Maybe a bit wordy, but I dont have many questions.
Dee Reinhardt: we have interaction on several levels
maggie mitchell: Mary Lee, this is why the PITCH is important to eliminate assumptions
Ricardo Bonafe: thanks maggie
Elaine Cozort: We'll always be the unemployment office across the street from the old Farm and Fleet.
Mary Lee: It's because we are housed with the unemployment side in a one-stop; customers have a hard time differentiating no matter how we pose it - even if they are registered customers.
maggie mitchell: The Pitch, with a good point, should help eliminate questions and assumptions. KNOWLEDGE is power and a good Pitch is catchy and informative and appeals to the person
Maria A. Martinez, M.S., CRC:I have 2 audiences... employers and people with disabilities.. I have to have two pitches and two points, right?
Mary Lee: Most people using our services are depressed because they are unemployment; they don't care about the nuances.
Dee Reinhardt: Maria - not necessarily - learn to combine it.
Mary Lee: unemployed, not unemployment
maggie mitchell: Mary Lee, this is where Mitch probably can help you figure out how to communicate that to make it clear, or more clear. There's always a way. And perhaps your pitch should pull focus to the nuances since the basic client already knows your purpose
maggie mitchell:thats where knowing your pitch can make or break your business based on how the customer perceives you.
Maria A. Martinez, M.S., CRC:I can see being on linkedin for employers as my audience, and on facebook for most of the clients I serve, specially youth.
maggie mitchell: Maria- probably right
maggie mitchell: Knowing the audience is very important and just knowing how that demographic of client communicates, that's how you should adapt but at the same time be in control of the message you are sending while in that venue
maggie mitchell: This again is where the pitch and point are important
Dee Reinhardt:Maria - I agree
Ricardo Bonafe: Is it good to create a personal social media sight?
Maria A. Martinez, M.S., CRC: Gotcha!
Ricardo Bonafe: is it a good idea to create a personal social media sight?
maggie mitchell: Maria, you've got a good handle on this concept, now its just about really knowing your audience, knowing what they know about you, NOT ASSUMING, but getting that based on fact and stats and work from there on your message
Maria A. Martinez, M.S., CRC: You're right,, ,I will probably focus on a professional social media strategy to communicate to employers which are my other audience.
maggie mitchell: Ricardo, elaborate on your question? Are you asking if you should create personal pages as well as business focused media interfaces?
Maria A. Martinez, M.S., CRC: Can I have two linkedin accounts for two purposes?
Ricardo Bonafe: Ning.com
maggie mitchell: Absolutely. Just make sure you know why you need that and the focus of each is very clear and very focused
maggie mitchell: For example, I have a linked in account for an events company I work for part time because my business needs and contacts are different than that of what I do for DeVry University.
maggie mitchell: The percentage of business contacts and needs that would truly be interested in the same message for these two jobs is small
Maria A. Martinez, M.S., CRC:I am thinking just going with linkedin for my employer audience.. only.. .many of my customers have not even heard of linkedin.. and the youth I serve,, may not be interested in communicating with me.
Dee Reinhardt: Is there a way to post from LinkedIn to Facebook? I know I can tweet my status from either.
maggie mitchell: Nevertheless, the business of event planning and the business of employer relations with DeVry are very professional but the message and need is totally different
Ricardo Bonafe: Those are great questions and a great point
Emily Frankenberger: Great question. Be sure to ask Mitch about LinkedIN to Facebook... Also - with social media - it is important to notice the results you are receiving from what you are doing and determine which work best for your particular business
maggie mitchell: Exactly
maggie mitchell: In my situation, I can see the benefit from having a FB for only personal, social iteration, linked in for the events company and linked in for DeVry.
Maria A. Martinez, M.S., CRC: I agree on the picture and the logo,many times the employer hires you based on your relationship with them and have trust that you are referring them good candidates!
maggie mitchell: absolutely
Dee Reinhardt: Being able to match a face to a name is great when you are physically networking. It allows you to be able to distinguish who you are hearing from down the road - especially if you link with people you meet who live out of town.
maggie mitchell: This is why Mitch suggests always having a picture attached to everything. It creates the human component which is so important in social media networking
Maria A. Martinez, M.S., CRC: Oana,, do you know if all state agencies have a policy about social media networking?
maggie mitchell: It makes is easier to connect but the picture makes it human which makes us feel better about it and the person
Emily Frankenberger: Yes because technology is enhanced by adding the human component - we still want to get as much of the face to face interaction we can that is very valuable... and a photo can help
Elaine Cozort: How many places have security policies that block access to social media sites?
Dee Reinhardt: I don't think creating separate accounts is necessary for different departments. There are tools to create additional pages. Create the brand to draw people in and then give them a page to go to.
maggie mitchell: Good question Elaine, I think its based on each business individually and ususally they block it because they dont understand the purpose and benefit.
Maria A. Martinez, M.S., CRC: great idea,, ,I did not know that about creating additional pages.
Dee Reinhardt: look at our facebook fanpage - www.facebook.com/KCDEE5
maggie mitchell: Dee, thats a great point too. In Maria's situation, thats a great, effective and efficient way for her to reach all clients.
Maria A. Martinez, M.S., CRC:Does linkedin have additional pages?
Dee Reinhardt: LI does but you have to have an upgraded "membership"
Emily Frankenberger: Hi Dee - thank you for sending your facebook page
Maria A. Martinez, M.S., CRC:LI,,,, thanks!
Elaine Cozort: I thought Avatar was a movie.
Dee Reinhardt: The best thing is to drive people to your fanpage. It can be more fluid and is much more reactive especially over the static webpage.
Dee Reinhardt: good one Elaine
Emily Frankenberger: how funny! It is a movie
maggie mitchell: Again, allot of this is about really analyzing the business and the client and being very aware of what your message is, your point and whether thats being communicated NOW, and if its not, then its even more important to know how to communicate it through media and that can actually help reinvent the message already. This has actually helped businesses break stereotypes or rebrand, etc. The power of social media networking is huge, if we are knowledgeable and smart about it
Dee Reinhardt: Branding is all about driving the same message in all of your mediums
maggie mitchell: Socail Media Networking, if you correctly, can allow a business to work SMARTER, not HARDER! :-) There's our pitch! hehe
Maria A. Martinez, M.S., CRC:I wonder if DHS-DRS has a social media page? Someone should b looking at this!
maggie mitchell: Right Dee, well said
Dee Reinhardt: you can always create a landing page for each of your mediums to be able to track the analytics better
Dee Reinhardt: ROI is the hardest thing.
Dee Reinhardt: What is the value of advertising in facebook for more fans?
Maria A. Martinez, M.S., CRC:I can measure the kind of engagement by the increase in number of placements I make with the employers I have a social media relationship with.
Elaine Cozort: Computer security: Access to social networking is blocked here at our IwNC. How common is this?
maggie mitchell: Dee, ROI is the hardest thing and listen to what Mitch is saying about the potential down fall in FB for advertising
Dennis Lucas: Dennis Lucas, IDES: What is the purpose of entering data on google? What is the process?
Maria A. Martinez, M.S., CRC:I work for DHS and I had to request "non-standard" access to the internet for job developing and now for social media networking.
Dee Reinhardt: You are supposed to be able to target the ads to a very integral degree.
maggie mitchell: FB was never meant to be an advertisement for business but an advertisement for you as a person, not the working person, so, there's a disconnect there. BUT, because FB took over the world, we assumed it to be a great medium for advertising because so many people are there. But, to that end, we have to be realistic that people are on FB to socialize, not buy, and people make a point to go to other sites or groups for that reason. This is the issue with FB.
Art Borum: Is Google Analytics a free service?
Illinois workNet: Yes
Dee Reinhardt: we tweet, blog, FB, LI, e-news, and physically network.
Courtney Nelson, YWCA: With the character limitation (and retweeting cutting that down even further), what's the best way to be strategic with Twitter?
Illinois workNet: Figure out what your pitch is
Dee Reinhardt: when you tweet you have to tweet to leave room for the RT function, so you really only can send 120 characters. Sending a link use bit.ly or another weblink shortening tool