The extremely high interest in social media is well-placed. Used correctly, social media can transform the relationship between brands and their customers. But, the social media gold rush has ushered in a largely tools-focused mentality, that dictates you "must get on Twitter immediately" (among other nonsense). Social media is a long putt, not a tap-in, and crafting a reasonable, sustainable, measurable strategic plan is critical to maintaining sanity and success. Perhaps more than any other component of communications, social media cannot stand alone. It is inherently impacted by all other marketing tactics. Thus, integrating your social media efforts closely with your email, search marketing, public relations, advertising, and other programs is essential. In this timely, invigorating, 1/2 day workshop, participants learned precisely how to create social media strategic plans in 7 steps, how best to measure social media success, and how to create cross-marketing synergies between social media and other channels. Led by Jay Baer, one of the country's foremost social media writers and trainers (and author of the Convince & Convert blog on social media strategy), this workshop featured real-life B2B and B2C case studies presented by social media and email experts from Blue Sky Factory, and from award-winning digital agency Mighty Interactive. Jay Baer, Founder, Convince & Convert DJ Waldow, Director of Community, Blue Sky Factory Mike Corak, Director of Interactive Services, Mighty Interactive

1. Social Media Revolution

2. Why Before How: Developing Successful Social Media Strategy & Synergistic Integration February 1, 2010

4. DJ WaldowDirector of Communitywww.blueskyfactory.com@djwaldow

5. Mike CorakDirector of Interactivewww.offmadisonave.com@mikecorak

6. Photo Credit: roadsidepictures

7. Photo Credit: mocambique

9. Your Brand(s)?

10. Your Executives & Key Players?

11. Your Industry?

12. Your Competitors?

13. Where are those conversations taking place?

14. What opportunities are present to engage the audience?

15. Messaging

16. Programs/Promotions

17. Venues/Tools (e.g. Facebook, Twitter, YouTube)

19. Activity | Sentiment | Influencers | Impact

22. Listening Implications

25. Photo Credit: Frank Eliason

27. How Much Do You Suck? (a volunteer please) Photoby Emily Kreed

28. Social Media is an Ingredient First, an Entrée Second

29. Traditional Marketing Mix

30. Enter Social Media

31. Integrating Social Media Attracting New Fans & Followers

32. Integrating Social Media Encouraging those people to engage and/or buy

33. Integrating Social Media Retaining previous customers or brand advocates

34. Social Media + Email

47. Social Media + Search Blog YouTube Blog

48. Google Real-Time Search

49. Conversations ∞ Content

51. Search Drives Content Consumption

52. Blogging for Content & Commerce

53. Search From Social Outposts

54. Social Media + Events

55. Integration Tools & Tactics

56. Virtual Communication  Real Live Events

58. Social Media & Advertising

65. Social Media + Media Relations

69. 2. Public Relations

70. The New PR Pitch 140

71. Take a Break

72. Gather Data Photoby Ansik

73. Creating a Social Media Strategic Map

74. The New Way: Use Human Engagement and Dialog to Drive Preference and Loyalty The Old Way: Use Targeting and Interruption to Convince

75. A Successful Social Media Program: Uses Humanization and Approachability to Create Kinship and Brand Preference

76. Social Media Isn’t a Conversation. It’s Where the Conversation Takes Place.

77. Tools Change. Always.. Share of Search, 1999

78. Worry About the Tools Last, Not First www.theconversationprism.com

79. 7 Step Process Listen What’s the Point? Analyze Audience Find Your One Thing Select Outposts Pick Metrics Make a Statement

80. 1. Listen

82. About Us

83. About Our Competitors

84. Sentiment & Share of Voice

85. Who’s Saying It?

87. 2. What’s the Point? Awareness? Sales? Loyalty?

88. Pick One

89. Photoby JamiesRabbits 3. Analyze Audiences

90. Who Are They? Age Gender Geography

91. What Relationship Do They Have With Your Brand?

93. Pick Up to Two, Adjacent

94. How Does the Audience Use Social Media?

95. We’re Not All Spielberg

96. 1961 Entries 300 Entries

98. Map Demographics To Social Media Usage http://www.forrester.com/Groundswell/

99. Determine Whom You’re Going to Reach Select 2 to 3 Rungs

100. 4. What’s Your One Thing?

102. brochure copy

103. filled with

104. bullet points

105. about

106. product

107. features and

108. benefits

110. It’s Not About Ketchup It’s About Where Ketchup Comes From

111. It’s Not About Clothes It’s About the People Who Wear Them

112. Finding the One Thing Isn’t Easy

114. Ask Your Customers

116. Great Movements Are Made Up of Great People. Social Media Lets You Prove It.

117. Sometimes It’s Better If the Employees are the Star. Or the Customers.

118. Maybe It’s Not Just One Star

120. The Greatest Story Ever Told

121. 5. Select Outposts

122. Photoby Compujeramey Hit ‘em Where They Are, Not Where They Ain’t

124. 6. Measure Impact

125. Awareness? Sales? Loyalty?

126. Possible Metrics for Awareness Web Traffic From Outposts Social Mentions Share of Voice Followers, Fans, Friends Search Volume Trends Visits from Search

127. Possible Metrics for Sales Social Connectivity of Customers/Prospects Redemption of Social Media-Only Offers Sales Funnel Actions by Social Referrers Repeat Visits by Social Referrers

128. Possible Metrics for Loyalty Social Connectivity of Repeat Buyers Net Promoter Score, or Similar Increase in Positive Social Mentions Increase in Positive Ratings/Reviews Reduction in Customer Service Touches

129. 7. Make a Strategic Declaration Photo by U.S. National Archives

130. (Company Name)will drive (Awareness, Loyalty, Sales), by turning (People, Prospects, First-time customers, Repeat customers) into (Prospects, First-time customers, Repeat customers, Advocates). Centered around (One Thing), we will use (Humanization approach) to make the company more human. We will engage with (Creators, Critics, Collectors, Joiners, Spectators), on our (Home Base) and on (Outpost) and (Outpost). We will use (Metric), (Metric) and (Metric) to regularly measure the success of this social media strategy.

131. Who Owns Social in the Organization?

132. Build an Ark to Govern Social Media Paintingby Mary Singleton

133. On the Ark Marketing / PR Staff Participate in Planning Coordinate Goals & Strategy Maintain Message Integrity

134. On the Ark Customer Service Team Answer Questions Solve Problems Provide Proactive Alerts

135. On the Ark Web Technology Team Production (Tools & Apps) Contests, iPhone Apps, Games Reference Social Media Outposts Fulfill Social Media Promises Deeper, More Detailed Information

136. On the Ark Senior Management Team Give It Up Provide Content Be Present

137. Do Not Use Force Photo by floodllama

138. The Right People Passion Learn It. Leverage It.  Love It. Time Knowledge

139. Set Timelines

140. Gather Data Photoby Ansik

142. Geography

143. Age

144. Gender

145. Current Social Metrics (if any)

146. Web Metrics

147. Unique Visits

148. Bounce Rate

149. Referrers

151. Community Manager: Your Online Mayor

152. Personal vs. Business Branding

153. Find Your Spheres

154. DJ Waldow Email Marketing

156. Retweets

157. Lists

159. Software & Automation

162. Twitter Virality Tips Afternoons Thursdays - Sundays “Please RT” Minimal Posts Previously Retweeted Warnings, or Asking for Help

163. About Facebook Communicate with Customers Share & Elicit Content Gain Key Insights

164. Facebook Page Tenets

165. Additional Facebook Page Tips Develop a Content Schedule But Allow for Flexibility Elicit Content from All But Keep a Watchful Eye (Quality Assurance) Be Creative, Engaging & Different But Know Facebook Limitations & Guidelines

166. Facebook Applications

167. Ecommerce on Facebook

168. Facebook Metrics

169. Facebook Fan Box

170. Facebook Advertising

171. Blogging: Your Online Magazine

172. Blogging = Traffic

175. A Volunteer, Perhaps?

176. LinkedIn Your Digital Rolodex Strictly Business Fantastic for Networking

177. Your Smiling Face Your Current/Recent Positions Your Connections Your Quick Summary Your Interests - Blog Posts - Tweets - Presentations - Reading List - Etc. Your Experience / Education / Groups

178. Invite People You Meet/Know Upload Contact Lists Follow Up After Meetings Browse Connections’ Connections Learn more about Prospects

179. Give (to Get) Recommendations

180. Join Groups

181. Ask & Answer Questions

182. Create Company Pages

184. We Want You! Subscribe to our FREE industry newsletter: Become an eec member & join the world’s largest organization of email marketers.  Save $100 with discount code EEC10 www.emailexperience.org