The document outlines six essential steps for developing an effective social media strategy: 1) Plan how social media fits your marketing strategy and goals. 2) Do social media research on your audience and competitors. 3) Set measurable goals for success. 4) Develop an engagement strategy for content and channels. 5) Establish a measurement strategy. 6) Execute your strategy consistently. It also provides a case study of a successful social media campaign to promote boating safety.

1. Developing a
Social Media Strategy
Columbus Social Media Club
Bryan Huber, Chief Interactive Officer

2. Six Essential Steps

3. Six Essential Steps
Six Essential Steps
‣ Plan
‣ Social Analysis
‣ Set Goals
‣ Engagement Strategy
‣ Measurement Strategy
‣ Implementation
©2011 Paul Werth Associates | Social Media Club Columbus

4. Six Essential Steps
Social Media...One Part of
Your Marketing Effort
©2011 Paul Werth Associates | Social Media Club Columbus

5. Six Essential Steps
Strategy Is Not Tactics
©2011 Paul Werth Associates | Social Media Club Columbus

6. Six Essential Steps
Starting With Tactics
Is Starting Backwards
©2011 Paul Werth Associates | Social Media Club Columbus

7. Why Strategy
Is Important

8. Marketing Tactics: Then
1990 • Direct Mail
• Telephone
• TV
• Radio
• Print
• Display
©2011 Paul Werth Associates | Social Media Club Columbus

9. Marketing Tactics: Now
• Email
• Mobile Email
2010
• Print
• Display
• Online Video
• Affiliate Marketing
• Behavioral
• Retargeting
• SMS+MMS • Website • Webinars • Paid Social
• IM • Search (SEO) • Blogs • Location based
• Direct Mail • Paid Search • RSS • Widgets
• Telephone • Online Display • Podcasts • QR Codes
• TV • Landing Pages • Wikis • Augmented
• Radio • Microsites • Social Networks Reality
— From Joel Book, Exact Target
©2011 Paul Werth Associates | Social Media Club Columbus

10. Step 1: Plan
How does social fit in?

11. Six Essential Steps
Planning:
The First Essential Step
‣ How will you align with your marketing
strategy?
‣ Where is your audience online?
‣ How will you create and share compelling
content? What type?
‣ Is it for the brand, a campaign or both?
‣ The plan should keep you disciplined, engaged
and motivated.
©2011 Paul Werth Associates | Social Media Club Columbus

12. Step 2: Social Analysis
Do your research.

13. Six Essential Steps
Social Analysis:
The Second Essential Step
‣ What are you currently doing?
‣ What channels are your audience using?
‣ How are they engaging with each other?
‣ What are your competitors doing?
©2011 Paul Werth Associates | Social Media Club Columbus

14. Step 3: Set Goals
What does success look like?

15. Six Essential Steps
Setting Goals:
The Third Essential Step
‣ Define your Key Performance Indicators (KPIs).
‣ How will you track them?
‣ What happens if you exceed your goals?
‣ Become a data driven marketer.
©2011 Paul Werth Associates | Social Media Club Columbus

16. Step 4:
Engagement Strategy
How will you drive interaction?

17. Six Essential Steps
Engagement Strategy:
The Fourth Essential Step
‣ What is your content strategy?
‣ What is your channel strategy?
‣ How does it fit into a campaign?
‣ Social strategy should be flexible.
‣ Create a crisis communications plan.
©2011 Paul Werth Associates | Social Media Club Columbus

18. Step 5:
Measurement Strategy
Measuring your goals.

19. Six Essential Steps
Measurement Strategy:
The Fifth Essential Step
‣ You can’t affect what you don’t measure.
‣ Are your analytics set up correctly?
‣ Identify third party tools.
‣ Some manual tracking.
‣ Integrate into offline measurement.
©2011 Paul Werth Associates | Social Media Club Columbus

20. Step 6: Implementation
Execute.

21. Six Essential Steps
Implementation:
The Six Essential Step
‣ Get your content ready.
‣ Train the appropriate teams.
‣ Get to work.
‣ Consistent review of steps three, four and five.
‣ Consistent reporting.
©2011 Paul Werth Associates | Social Media Club Columbus

22. Case Study
The Safety Dance.

23. Case Study
National Safe Boating Council
‣ Overall goal: raise awareness of life jacket
and marine safety during peak boating season
‣ Strategy: create a campaign that reminds
boaters of what they will “leave behind” if
they do not wear a life jacket.
©2011 Paul Werth Associates | Social Media Club Columbus

24. Case Study
National Safe Boating Council
‣ Tactics: Create a video which emphasize
key points and can be customized with a
users facebook photos. Use email, website
and social channels to promote the
campaign. An award incentive was added
to drive customizations.
©2011 Paul Werth Associates | Social Media Club Columbus

25. Case Study
©2011 Paul Werth Associates | Social Media Club Columbus

26. Case Study
©2011 Paul Werth Associates | Social Media Club Columbus

27. Case Study
©2011 Paul Werth Associates | Social Media Club Columbus

28. Case Study
National Safe Boating Council
‣ Results: Thousands of people participated
in the campaign. The Coast Guard is using
the campaign for training purposes.
Campaign was recognized by the U.S.
Department of Homeland Security and U.S.
Coast Guard for outstanding work in the
area of Marine Safety.
©2011 Paul Werth Associates | Social Media Club Columbus

29. “We have been overwhelmed by the positive
feedback we have been getting on the Safety
Dance campaign. We are going state to state
— from Virginia to Hawaii — for end-of-year
presentations and at every stop have received
multiple compliments on the campaign.
Everyone is commenting on the positive
message and how fun, cool and innovative
the campaign is.”
— Virgil Chambers, Executive Director
National Safe Boating Council

30. Resources

31. Resources
Strategy Resources
‣ Forrester’s P.O.S.T. Approach
‣ ClickZ: http://www.clickz.com/
‣ Jeremiah Owyang:
http://www.web-strategist.com
©2011 Paul Werth Associates | Social Media Club Columbus

32. Connect With Us!
in/bryanhuber @bryanhuber
in/paulwerthassociates @paulwerth
paulwerth.com
©2011 Paul Werth Associates | Social Media Club Columbus

33. Content