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$ocial Media Strategy

on a Budget

Social Media Strategy
Summit

#SMSsummit

	
  
Your Presenters

@rachelmetscher

@VSteeleTweet

#SMSsummit
Workshop Overview

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State of Social Media
How to P.O.S.T. Before You Post
Listening vs. Monitoring
How to Create a Social Media Team
How to Create a Social Media Playbook
Best Practices
Rules of Engagement 

@rachelmetscher

@VSteeleTweet

#SMSsummit
Budget Definitions

•  There is more than one kind of budget

–  Monetary (Cost)
–  Labor (Time)
–  Materials (Resources)

@rachelmetscher

@VSteeleTweet

#SMSsummit
Poll

Does your organization have a 

Social Media budget?

@rachelmetscher

@VSteeleTweet

#SMSsummit
Current Situation

52% of B2C content marketers feel challenged by
their budget. (Content Marketing Institute)

@rachelmetscher

@VSteeleTweet

#SMSsummit
The Current State of Social
Concordia University Irvine - Before Veronica Steele

@rachelmetscher

@VSteeleTweet

#SMSsummit
Solution

@rachelmetscher

@VSteeleTweet

#SMSsummit
When Hiring

@rachelmetscher

@VSteeleTweet

#SMSsummit
But First You Need..

@rachelmetscher

@VSteeleTweet

#SMSsummit
Create Your Formula for Social Media Success =

Nail Down Your Social Media Strategy: P.O.S.T

**People’s Time, Content Curation and Creation, Distribution 

@rachelmetscher

@VSteeleTweet

#SMSsummit
P.O.S.T or BUST 

If you are focusing on whether you should “do YouTube” or “Pinterest” you
don’t get it.

@rachelmetscher

@VSteeleTweet

#SMSsummit
Limited Budget Means Getting Resourceful

No FTE for Social? Get Resourceful


No $$$, leverage social media brand ambassadors 

@rachelmetscher

@VSteeleTweet

#SMSsummit
Activity Time

Outline Your Organizations P.O.S.T
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People
Objective
Strategy
Technology

@rachelmetscher

@VSteeleTweet

#SMSsummit
Where To Begin

@rachelmetscher

@VSteeleTweet

#SMSsummit
Listening

@rachelmetscher




@VSteeleTweet

#SMSsummit
Monitoring




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Hootsuite
Tweetdeck
Google Alerts
Search



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@rachelmetscher

Salesforce Radian6
Sysmos
Media Alert Vendors
PR Agencies


@VSteeleTweet

#SMSsummit
Set up Community Managers
Poll

How is your organization set up for social
right now?

@rachelmetscher

@VSteeleTweet

#SMSsummit
Activity Time




Social Media Community Managers Model
Social Media Policy

Human 

Resources

vs.

•  Acceptable Behavior
•  Legal
- HIPPA
- FERPA
•  Access to Social at
Work
•  Professional Guidelines

@rachelmetscher

@VSteeleTweet

Marketing and 

Communication
Branding
Identity / Voice
Public Relations
Crisis
Communications
•  Risk Management
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#SMSsummit
What’s Involved in Training

@rachelmetscher

@VSteeleTweet

#SMSsummit
No Policy? Consider a Playbook

Social Media Playbook

@rachelmetscher

@VSteeleTweet

#SMSsummit
No Policy? Consider a Playbook

Social Media Playbook Ingredients
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FAQs
Guidelines
Expectations
Do’s and Don’ts
–  Scenarios

•  Social Media Policy

@rachelmetscher

@VSteeleTweet

#SMSsummit
Who Should be Involved in Creating the Playbook

Social Media Playbook:
•  Legal
•  HR
•  Senior Leaders
•  Marketing 
•  PR
•  Community Relations
•  Sales
•  Product Development
@rachelmetscher
@VSteeleTweet


#SMSsummit
Policy or Playbook

@rachelmetscher

@VSteeleTweet

#SMSsummit
BEST PRACTICES
Best Tip #1: Learn from Others, Help Others

@rachelmetscher

@VSteeleTweet

#SMSsummit
Best Tip #2: Read, Read and Read Some More

@rachelmetscher

@VSteeleTweet

#SMSsummit
Best Tip #3: Plan for Success…

Otherwise you plan for failure

@rachelmetscher

@VSteeleTweet

#SMSsummit
Best Tip #4: Where to Find Resources?

@rachelmetscher

@VSteeleTweet

#SMSsummit
Best Tip #5: You Need an Executive Champion




@rachelmetscher

@VSteeleTweet

#SMSsummit
Best Tip #6: Change is Hard

@rachelmetscher

@VSteeleTweet

#SMSsummit
Best Tip #7: It Takes a Village

I	
  am	
  
ready	
  

Can’t	
  
Wait	
  

Yay!	
  

@rachelmetscher

@VSteeleTweet

I	
  
Tweet!	
  	
  

#SMSsummit
Best Tip #8: Don’t Be Afraid

@rachelmetscher

@VSteeleTweet

#SMSsummit
Bonus #1: Where Can You Find Content to Share

Caring is Sharing, but where do you begin?

@rachelmetscher

@VSteeleTweet

#SMSsummit
Bonus #2: Be Passionate: Excitement is Key

@rachelmetscher

@VSteeleTweet

#SMSsummit
Bonus #3: Control vs. Channeling

@rachelmetscher

@VSteeleTweet

#SMSsummit
Bonus #4: Reporting

Social Media Metrics 
This graphic comes from a Corporate Executive Board social media member survey. Those surveyed
were asked to indicate which metrics they use to track the performance of a social media campaign.

@rachelmetscher

@VSteeleTweet

#SMSsummit
Bonus #4: Reporting




What to Report? Suggestions

@rachelmetscher

@VSteeleTweet

#SMSsummit
Bonus #5: Engagement vs. Broadcasting

@rachelmetscher

@VSteeleTweet




#SMSsummit
Wrap Up



@rachelmetscher	
  	
  	
  	
  	
  	
  	
  	
  @VSteeleTweet	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  #SMSsummit	
  	
  
Questions




@rachelmetscher	
  	
  	
  	
  	
  	
  	
  	
  @VSteeleTweet	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  #SMSsummit	
  	
  
Resources

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Radian6
eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/
Blog: http://www.salesforcemarketingcloud.com/blog/
Webinars: http://www.salesforcemarketingcloud.com/resources/webinars/
Public Relations Society of America (PRSA)
Blog: Building Marketing Strategies for Higher Education : 
http://buildingmarketingstrategies.wordpress.com/
Blog: Social Media Strategies Summit: 
http://socialmediastrategiessummit.com/blog/
Social Media Today, http://socialmediatoday.com/
Metscher’s Musing, http://metschermusings.wordpress.com/
Social Media Playbook: http://www.slideshare.net/rmetscher/social-mediaplaybook-20544843
How to Create Your Own Social Media Playbook,
http://readwrite.com/2012/04/09/how-to-create-your-ownsocial#awesm=~obTk8MFg9aUFHR 

@rachelmetscher

@VSteeleTweet

#SMSsummit
Resources

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Marketplace Education: 
http://www.marketplace.org/topics/economy/education
Experian Blog: http://www.experian.com/blogs/marketing-forward/
Hobsons Blog: 
Content Marketing Institute: http://contentmarketinginstitute.com/
How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-mediabusiness-strategy/ 
http://www.forbes.com/sites/deannazandt/2013/05/22/3-essentialcomponents-of-successful-social-media-campaigns/
Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube
http://www.marketingprofs.com/articles/2013/11063/free-and-paid-waysto-promote-your-brand-on-youtube?adref=nlt062613 
Six Digital Metrics to Watch, http://goo.gl/Q3LUi 
Social Media ROI: http://bootcampdigital.com/measuring-social-mediawith-alan-knecht/

@rachelmetscher

@VSteeleTweet

#SMSsummit
Resources

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Marketplace Education: 
http://www.marketplace.org/topics/economy/education
Experian Blog: http://www.experian.com/blogs/marketing-forward/
Hobsons Blog: 
Content Marketing Institute: http://contentmarketinginstitute.com/
How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-mediabusiness-strategy/ 
http://www.forbes.com/sites/deannazandt/2013/05/22/3-essentialcomponents-of-successful-social-media-campaigns/
Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube
http://www.marketingprofs.com/articles/2013/11063/free-and-paid-waysto-promote-your-brand-on-youtube?adref=nlt062613 
Six Digital Metrics to Watch, http://goo.gl/Q3LUi 
Social Media ROI: http://bootcampdigital.com/measuring-social-mediawith-alan-knecht/

@rachelmetscher

@VSteeleTweet

#SMSsummit
Resources

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Ensure Strategt Not Tactics Drives Social Media 
http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategynot-tactics-drives-your-social-media
What Do You Need to Make Social Media Successful in Higher Ed? http://
socialmediatoday.com/rmetscher/1600341/what-do-you-need-makesocial-media-successful-higher-ed 
9 Ways to Keep You Fresh, Inspired and Creative,
http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-youfresh-inspired-and-creative
5 Social Media Metrics That You Should Pay Attention To,
http://socialmediatoday.com/digitalsherpa/1586596/5-social-mediametrics-you-should-pay-attention
Social Yin and Yang: The Perfect Union of Strategic Listening and RealTime Engagement
http://socialmediatoday.com/jordanv/1602056/social-yin-and-yangperfect-union-strategic-listening-and-real-time-engagement 

@rachelmetscher

@VSteeleTweet

#SMSsummit
Resources

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Brian Solis, http://www.conversationprism.com/
HootSuite blog, http://blog.hootsuite.com/social-media-storytelling-3/ 
Winning the Sorytelling War by Jonah Sachs http://www.youtube.com/
watch?feature=player_embedded&v=xvaPF_y-fiU 
Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a
Good Story,
http://socialmediatoday.com/bryan-kramer/1570971/summer-and-socialmedia-why-you-need-campfire-fishing-pole-and-good-story 
Altimeter Group, Social Business Survey,
http://www.altimetergroup.com/research/reports/evolution-social-business 
Empowered, Groundswell’s blog,
http://forrester.typepad.com/groundswell/ 
3 Reasons Why Social Media Policy Is More Important Than Strategy,
http://marketingland.com/3-reasons-why-social-media-policy-is-moreimportant-than-strategy-43873 

@rachelmetscher

@VSteeleTweet

#SMSsummit

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Social Media Strategy on a Budget