Marketing and Social Media How to Connect with your Community

Relocation Program Manager’s Training 2015 I. Social Media Overview - Getting Started - Social Media Key Words - Choosing the Right Platforms II. Social Media Strategy - Goal Setting - Developing a Winning Campaign - Writing for Social Media - Content Do’s & Don’ts III. Tactics to Amplify Your Messages - Functionality of Facebook/Twitter - Using Hashtags with Tagboard - Top Ways to Maximize Messages - Cross-Promoting your Programs SOCIAL MEDIA TRAINING AGENDA

Relocation Program Manager’s Training 2015 IV. Measuring Outcomes - Navigating Facebook Insights - How to Measure Your Campaigns - Monitoring Your On-Line Reputation V. Social Media & Marketing Mix: Q & A - Share ideas on how to increase followers and conversions - Incorporating social media results with reporting ACS requirements - Pursuing a Case for Social Media: Business Case VI. Session Wrap-Up - Social Media Implementation Plans - Group Exercise SOCIAL MEDIA TRAINING AGENDA

ARMY MWR Digital Media Properties

Relocation Program Manager’s Training 2015 SOCIAL MEDIA TRAINING Who Am I? 9 years old Founded March 21, million active users Over 600 million total users 88% of users are on mobile devices 500 million messages per day Fastest growing demographic is 55–64

Relocation Program Manager’s Training 2015 SOCIAL MEDIA TRAINING Who Am I? 11 years old 1.4 Billion Users per month 960 million daily users 47% internet users use me Users share 1 million links every 20 minutes Founded February 4, 2004

Relocation Program Manager’s Training 2015 Questions? SOCIAL MEDIA TRAINING

Relocation Program Manager’s Training 2015 SOCIAL MEDIA TRAINING AGENDA # Socialnomics Why Social Media?

2015 Army Knowledge Online Survey: Army Soldiers and Families 50% 25% 15% 10%

Relocation Program Manager’s Training 2015  What social media platforms is your program on?  Identify the platforms.  Do you contribute to other pages?  If so, which ones? SOCIAL MEDIA TRAINING

Relocation Program Manager’s Training 2015

Social Media Platforms What platform should you be on?

Relocation Program Manager’s Training 2015 How will you reach your families? SOCIAL MEDIA TRAINING

Relocation Program Manager’s Training 2015 Facebook - a social networking site that allows you to have conversations with customers, post photos and videos, promote special offers, and more. Social Media Platforms Key Vocabulary Cover Friend (verb) Followers Like (verb) Likes Wall Insights News Feed Tag

Relocation Program Manager’s Training 2015 Twitter - a 'micro-blogging' service that allows you to send and receive short messages from customers and potential customers. Social Media Platforms Key Vocabulary: Tweets Direct Message Follower Favorite Retweet (RT) Mention

Relocation Program Manager’s Training 2015 Social Media Platforms Pinterest - an online pinboard, driven by visuals where people can repin, post content and photos. YouTube - an online video-hosting service that lets people share their videos. Key Vocabulary: Pin Board Repin Pin it Button

Relocation Program Manager’s Training 2015 Practice Exercise Social Media Assessment

SOCIAL MEDIA STRATEGY Key Points:  Goal Setting  Developing A Winning Campaign  Writing for Social Media Platforms  Content Do’s & Don’ts MODULE II

Relocation Program Manager’s Training 2015 SOCIAL MEDIA SUCCESS What are your social media goals? Post with A Purpose

Relocation Program Manager’s Training 2015 SOCIAL MEDIA SUCCESS Checklist for Social Media Plan Identify Social Media Goals Expected Program Outcomes Relevant, Timely Content Identify Your Target Audience(s)

Social Media Plan Social Media Goals -Increase Facebook followers by 10% in 6 mos. Expected Program Outcomes -Increase number of volunteers. Social Media Messages -Themes: Motivational Monday -Monthly online contests Target Audience -Single Soldiers -Spouses Practice Exercise

Social Media Campaign Plan Social Media Goals -Increase Facebook followers by 10% in 6 mos. -Increase # of post ‘Shares.’ -Decrease # of unfollows. -Increase customer engagement. -Increase post ‘Likes.’ Expected Program Outcomes -Increase program participation. -Increase FRP brand awareness. -Immediate customer feedback. -Create program and event buzz. -Drive traffic to webpage/website. Social Media Messages -Videos -Curated Content/Featured Fridays -#MotivationalMondays -#HunttheGoodStuff -Soldier Highlights -WCAP Soldiers Target Audience Enlisted Soldiers -55+ Retirees -Senior Spouses

Relocation Program Manager’s Training 2015 Social Media Content

Relocation Program Manager’s Training 2015 C’s to Social Media Success Customer Focused Current Content Curate Content Catchy Captions Call to Action

Social Media Content Strategy

Social Media Content

C’s of Social Media Success C ustomer Focused Get to know your customer! Encourage content sharing. Always respond to comments and feedback. Be “visible” to your audience. “ This is Tom from MWR” vs. “This is Tom” Ask for their input and testimonials.

C’s of Social Media Success C urrent Content Maintain a current social media profile. Post daily and provide relevant content. Change cover photos regularly i.e. events, holidays, etc. Monitor analytics to find out the best times to post. Leverage seasons, holidays, observances, sporting events to supplement content. Updated Facebook cover photo Relevant Content -Women’s History Month

C’s of Social Media Success C atchy Captions Captions should be short like headlines. Post open-ended questions to solicit feedback. Be casual and conversational, not too promotional. Remember, each post should not be a sales pitch. Incorporate #hashtags in your captions.

Social Media Content Strategy

Relocation Program Manager’s Training 2015 Social Media Content HUNT THE GOOD STUFF Armymwr.com Army.mil Myarmyonesource.com Militaryonesource.com Whitehouse.gov Defense.gov Stripes.com Armytimes.com Armywifenetwork.com Military.com

Relocation Program Manager’s Training 2015 Social Media Content Group Exercise

SOCIAL MEDIA TACTICS Key Points:  Functionality of Facebook/Twitter  Using Hashtags with Tagboard  Top Ways to Maximize Messages  Cross-Promoting Your Programs MODULE III

Relocation Program Manager’s Training 2015 KEY FUNCTIONS FUNCTIONS OF FACEBOOK Schedule Posts

Relocation Program Manager’s Training 2015 KEY FUNCTIONS FUNCTIONS OF FACEBOOK List of Schedule Posts

Relocation Program Manager’s Training 2015 KEY FUNCTIONS FUNCTIONS OF FACEBOOK Boost Posts - Pay To Play!

Relocation Program Manager’s Training 2015 KEY FUNCTIONS FUNCTIONS OF FACEBOOK

Relocation Program Manager’s Training 2015 KEY FUNCTIONS FUNCTIONS OF FACEBOOK Pin Your Post to the Top

Relocation Program Manager’s Training 2015 KEY FUNCTIONS FUNCTIONS OF FACEBOOK Create an Event

Relocation Program Manager’s Training 2015 KEY FUNCTIONS FUNCTIONS OF FACEBOOK Create a Milestone

Relocation Program Manager’s Training 2015 KEY FUNCTIONS FUNCTIONS OF FACEBOOK Suggest Your Page

Relocation Program Manager’s Training 2015 KEY FUNCTIONS FUNCTIONS OF FACEBOOK Promote Your Website

Relocation Program Manager’s Training 2015 SOCIAL MEDIA TACTICS What is the purpose of the Hashtag ? Hashtags are used to track, categorize and identify conversations. Extends reach Provides context to messages Free feedback through social listening Tracks Marketing Campaigns Do: Incorporate hashtags into your posts. Limit amount based on platform (up to 2 Twitter) Start with popular or trending hashtags (#TBT, #MotivationalMondays) Use unique hashtags to track campaigns - #JanuANY

Relocation Program Manager’s Training 2015 SOCIAL MEDIA PRACTICES Use Hashtags Share messages with garrison MWR and Public Affairs social media platforms Tag Partner Pages in Posts Repurpose Content Top Ways to Maximize Your Messages Remember, “Likes” are Good. “Shares” are Great.

Relocation Program Manager’s Training 2015 SOCIAL MEDIA BEST PRACTICES Post each Message times per week Be Social - ‘Like’ and ‘Share’ other Content. Promote Social Media Platforms at Events Use Social Listening Top Ways to Maximize Your Messages

Relocation Program Manager’s Training 2015 SOCIAL MEDIA BEST PRACTICES Top Ways to Maximize Your Messages Create a Facebook Event Use Boost Posts to increase Reach Target Customers

Increase customer engagement: Contests Request feedback Polls Photos/Videos Success Stories Social Media Best Practices: Top Ways to Maximize Your Messages

Relocation Program Manager’s Training 2015 SOCIAL MEDIA METRICS

Relocation Program Manager’s Training 2015 Social Media Content Group Exercise

MEASURING OUTCOMES Key Points:  Navigating Facebook Insights  How to Measure Your Campaigns  Monitoring Your On-Line Reputation MODULE IV

Relocation Program Manager’s Training 2015 What Can and Should I Measure? SOCIAL MEDIA METRICS

Relocation Program Manager’s Training 2015 Most Important Social Media Metrics  Membership Increase (Newsletter, Followers, etc.)  Program Participation  Leads Generated  Increased Site Traffic  Brand Awareness  Mentions SOCIAL MEDIA METRICS

Relocation Program Manager’s Training 2015 When Should You Post? SOCIAL MEDIA METRICS

Relocation Program Manager’s Training 2015 SOCIAL MEDIA METRICS Scheduling: Hootesuite.com Scheduling Twitter: Tweetdeck.com Tracking your hashtag: TagBoard.com Twitter analytics: TweetReach.com

SOCIAL MEDIA & MARKETING MIX Key Points:  Share ideas on how to increase followers  How to integrate social media with reporting ACS requirements  Making the Business Case for Social Media  Social Media Implementation Plans MODULE V

POINTS OF CONTACT: Pierre Laxa Senior Marketing Coordinator IMCOM Marketing & Interactive Solutions Phone: (210) Ganesa Robinson Digital Marketing and Publicity Specialist IMCOM Marketing & Interactive Solutions Phone: (210)