1. www.hodgespart.com Social Media Made Easier #FairfaxCountyEDA Marketing Communications Strategies and Tactics January 20, 2015 @FairfaxEbird, @HodgesTweets, @clp1917

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6. 1. Set a goal, make it measurable Community growth –Fan acquisition is a metric Community engagement –Active engagement is a metric Awareness –Reach is a metric Lead generation –Conversion is a metric

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11. Goal-Setting Exercise Your measures of success

12. www.hodgespart.com Which Platforms?

13. www.hodgespart.com 2. Choose An Audience Ask yourself: –Who are my audiences? –What do they value? The answers help define tone Also helps determine content and platform mix

14. www.hodgespart.com Choose Content

15. www.hodgespart.com 3. Develop Content Bins Organizational News Executive Leadership Brand –Key Differentiator –Your Process –An element of your brand that is central to who you are Expertise Partnerships and Marketing Holiday/Calendar Fun Facts & Stats Contests Curation –Industry News and Trends –Publications –Thought Leaders

16. www.hodgespart.com Content Bin Exercise

17. www.hodgespart.com 4. Select Imagery & Links What do we have? What can we buy? Don’t forget video

18. www.hodgespart.com 5. Determine A Frequency PlatformMinimum Facebook4 per week Twitter2 per day Pinterest2 per week YouTube1 per week Instagramn/a LinkedIn1 per week Blog2 per month

19. www.hodgespart.com 6. Pull It All Together

20. www.hodgespart.com 7. Understand Approvals How long? Who needs to sign-off? Other stakeholders to consider?

21. www.hodgespart.com 8. Analytics Monthly Reporting: –Key metrics Quarterly Reporting –Key findings, trends and recommendations –Tracking against primary goals Engagement Content analysis Contest benchmarking Measuring website traffic –Platform specific updates

22. www.hodgespart.com Parting Thoughts and Additional Reading http://hodgespart.com/gong/archives/findi ng-your-hidden-audience-on-social- media/

23. www.hodgespart.com Success!