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Lesson #4

Managing the Information Flow & Controlling the Conversation. Lesson #4. EducationUSA’s Social Media & Marketing Principles. Live Where Your Audiences Live Get Connected, Be Relevant, Stay Involved Keep Them Coming Back For More Listen, Listen, Listen Your Name Matters. Recommended Tools.

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Lesson #4

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  1. Managing the Information Flow & Controlling the Conversation Lesson #4

  2. EducationUSA’s Social Media & Marketing Principles • Live Where Your Audiences Live • Get Connected, Be Relevant, Stay Involved • Keep Them Coming Back For More • Listen, Listen, Listen • Your Name Matters EducationUSA.state.gov

  3. Recommended Tools • Guiding principles— • Simplify your searches for information • Take in smaller digestible bites • Use tools that allow for easy distribution across different media • Start small

  4. Useful Free Media Managers Tools & Websites News • Google Alerts • Google Reader • RSS feeds • Digg.com • Delicious.com • Me Key Social Media sites • www.Mashable.com • www.Allfacebook.com • www.insidefacebook.com

  5. Google Alerts

  6. Google Reader

  7. Digg.com

  8. Delicious.com

  9. 5 Social Media Management Tools

  10. Helpful Tips • Link your accounts together • Digg posts go to Facebook • Fan page posts post on Twitter • Favorited videos (YouTube) post to Twitter/FriendFeed/Facebook • Link your Digg account to Twitter

  11. Case study for linking accounts • February 2009 launch dates for 4 key platforms: Separate YouTube, Facebook page, Twitter feed, blog • First 9 months: 957 video views, 785 fans, 235 followers, 100 blog reads • November 2009 re-launch our website with links to our social media platforms • October 2010 reports: • YouTube up 2537% 25,420 video views • Facebook up 963% 8,344 likes/fans • Twitter up 231% 779 followers • Blog up 900% 1000 reads

  12. Generating Interest • Website SEO (search engine optimization) • Who is your webmaster for your organization? • Are they connecting & meta-tagging your site content appropriately? • Tagging • Is your uploaded content (videos, articles, documents) “tagged” appropriate? • Banner Ads • Do you have an advertising budget? • Are you using online Facebook or Google Ads? • Contests • Can generate interest, feedback, useful testimonials

  13. Social Media Optimization

  14. Video Contests

  15. Think Beyond the Borders

  16. Identifying Key Influencers Who are respected leaders in your industry, field, or community (who don’t work for the same organization)? Do they have an online presence? Do you know these individuals personally or professionally? Do they know your work? How can you get them to notice you?

  17. Day-to-Day Social Media Management Tips Lesson #5

  18. Generating Content • Blogs • Pages • Feeds • Videos • Photos • Comments • News • Sharing

  19. No Need to Reinvent the Wheel • Our global EducationUSA platforms produce consistent content • Your colleagues in other centers are also producing useful posts you can repurpose • “Like” other FB fan pages in network • “Follow” other EdUSA Tweeters EducationUSA.state.gov

  20. URL Shorteners • Condense long urls • Essential for Twitter & useful for Facebook • Free services • Tinyurl.com • Bit.ly—available as a Google Chrome extension • Owl.ly—within HootSuite • Deck.ly—within TweetDeck EducationUSA.state.gov

  21. Facebook Page Add-Ons • A variety available— • Links to other existing social media platforms (YouTube, Twitter, notes=blogs, UStream) • Allows for adding of documents/pdfs/power points • Adds value to what you can do with your networks

  22. Managing Pages • Before you begin, decide: • What is your main goal with the page? • Will this page be customer or organization driven? • Will it be for promoting events and/or gauging feedback? • Will fans/likers be able to contribute photos/videos? • How much time will your team be able to commit to the page daily/weekly to monitor?

  23. EducationUSAFacebook page

  24. Videos

  25. Blogs

  26. Dealing with the Negative • Acknowledge their right to complain • Apologize (if warranted) • Assert (if warranted) • Assess what will help them feel better • Act accordingly (if possible) • Abdicate (“sometimes a terd is a terd”) Key is don’t over-react, but know when to react Source: Jason Falls, Cision Seminar—How to Be a Trusted Social Media Resource

  27. Managing Multiple Platforms Free Services • TweetDeck – separate application • HootSuite – web-based browser platform Capabilities • Track lists of key Tweeters, mentions • Search keyword terms used on Twitter • Track Twitter, Facebook profiles & pages, LinkedIn, and others • On HootSuite– ability to schedule when messages get posted EducationUSA.state.gov

  28. Track Posts Across Networks • TweetDeck • HootSuite EducationUSA.state.gov

  29. TweetDeck EducationUSA.state.gov

  30. HootSuite EducationUSA.state.gov

  31. Best Advice • Start small • Find our what your audiences are using • Determine uses of & audiences for different platforms • Develop a process, workflow for your messaging • In social media world-sharing & listening first is key, not self-promotion. EducationUSA.state.gov

  32. Further questions? Marty Bennett EducationUSA Marketing Coordinator Institute of International Education 1400 K St. NW, 7th floor Washington DC  20005 office phone:      +1 202 326 7699 mobile phone:     +1 765 702 3772 email:      mbennett@iie.org Skype me at:  IIEmbennett Oovoo video call me at:  martybennett Follow me on Twitter: www.twitter.com/EdUSAtips See what news stories I'm Digg-ing at:  www.digg.com/users/EducationUSA Become an EducationUSA fan on Facebook: www.facebook.com/EducationUSA View EducationUSA videos on our YouTube channel:  www.youtube.com/EducationUSAtv Keep up with Marketing EducationUSA blog:  marketingeducationUSA.blogspot.com Websites:  educationusa.state.govwww.iie.org/educationusa EducationUSA.state.gov

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