Every business needs to take a strategic approach to incorporating social media into their marketing plan. Do you have a Twitter feed and a Facebook page, but you're not quite sure what to do with them, or how to measure your results? Sean Macready will teach you strategies and tactics to help you create a successful social media campaign using simple tools and techniques that are credible and measurable.
2. By 2010 it is predicted
that there will be more
than 4 billion mobile
phone subscribers
globally.
3. 67% of all internet users
engage in Social Media.
4. Global Social Media Use
• 82.9% watch online video
• 72.8% Read blogs
• 63.2% Visit photo sharing
sites
• 57.3% Use social networks
• 54.8% Have commented on
blogs
• 52.2% Uploaded photos
• 45.2% Download podcasts
• 33.7% Use RSS
5. Social Media Platforms
• Blogging
• Micro-Blogging
• RSS
• Widgets
• Networks
• Chat
• Forums
• Podcasting
• Video
• Imagery
6. How do you develop a
Social Media strategy for
your organization?
7. Use Social Media to…
• Listen
• Ask questions
• Extend your contacts
• Drive your existing contacts
• Sell your products/services
8. Use a Social Media
Planning Guide for your
individual needs and
goals…
9. General Strategy
• Listening
• Defining goals
• Tracking success
• Content strategy
• Creating platforms
• Engaging with your community
11. Listen
Investigate what people
are saying online about
your brand, your
competitors and your
areas of expertise.
This will help you to
identify your key
audience and how they
behave online.
12. Listen
• What are people saying about
your brand?
• What are other organizations
doing?
• What can you learn from
them?
• What are they saying?
• Is there a gap in the
market?
13. Listen
There are many free tools you
can use to get started:
• News Alerts: Google Alerts
• RSS Feeds: Advanced searches
• Feed Readers: Feedly
• Influence Ranker: Technorati
• Twitter Monitor: Hootsuite
14. Identify who is talking, what
they are saying and where they
are saying it to inform your
Social Media goals.
16. Define Goals
Without clear direction,
Social Media can pull you in
all directions. Clear goals
and expectations can help
avoid:
• Wasted time
• Wasted effort
• Backlash
• Social Media fatigue
• Missed opportunities
17. Define Goals
What counts as success?
• More sales
• Reduction in customer
service costs
• Improved reputation
• Client leads
• Greater awareness
• Trustworthiness
• Online buzz
18. Define Goals
Try to distill your Social
Media mission to one sentence.
“Humanize the Ford brand and
put consumers in touch with
Ford employees.”
-Scott Monty, Ford Motor Co.
20. Tracking Success
Choose one of the following
three KPIs. While they all
impact each other, one must
rule!
• Awareness = Change brand
perception
• Sales = Acquire customers
• Loyalty = Nurture existing
users
21. Tracking Success
Success in Social Media can be
measured in many ways. Define
which are important to your
goals at each stage.
24. Tracking Success
To measure effectively, you’ll
need to give your Social Media
strategy time. Make sure your
tracking is set up to inform
your goals.
26. Content Strategy
Plan for content creation,
delivery and governance.
Sometimes without a plan,
people run out of relevant and
useful things to talk about.
27. Content Strategy
• Mark your calendar for
important dates for your
business throughout the
year.
• Integrate your traditional
marketing plan with your
online content plan.
• When is your next big
promotion? Do you have any
special codes for Facebook
fans or Twitter followers?
28. Content Strategy
It’s not rocket science, but
having a content plan in place
can be an excellent means for
sustaining momentum.
29. Content Strategy
Content curation is the
process of reviewing and
filtering articles and blog
posts from across the web.
It is NOT stealing other
people’s blog posts and
placing them on your site.
30. Content Strategy
Content curation allows you
to:
• Easily do “recaps”
• Promote insightful gems
• Stay in the know
• Get your voice out quickly
• Share the love
33. Optimized Platforms
Use your initial research to
decide which Social Media
platforms you should use to
start engaging.
34. Optimized Platforms
A company blog is beneficial
for almost any business
because it will:
• Give your business a human
face
• Build trust
• Encourage interaction
through comments
• Improve search ranking
35. Optimized Platforms
Platforms such as Facebook and
Twitter can be customized to give
your audience the best possible
experience.
• Ensure your brand name is
protected across networks
• Complete full profile using target
keywords
• Include link to your website
• Customize backgrounds, design and
avatars
• Display links to all active
profiles on your website
36. Optimized Platforms
There is no point putting all
of this work into platforms if
your audience doesn’t know
about them or want to use
them.
38. Engage
The building blocks of Social
Media:
• Responsibility
• Transparency
• Listening
• Honesty
• Rapid response
• Relationships
39. Engage
• Link to relevant blogs,
photos, videos, podcasts,
etc…
• Provide your customers with
insight, previews,
discounts, customer support
and VALUE.
• Respond to comments
• Ask questions
• Get to know your audience
• Don’t spam with company
information. 1:4 rule
41. Engage
Social Media is about
conversations, relationships
and trust. It’s not about
selling your product or
service. If you are
effectively building
relationships, the sales
will take care of
themselves. People are more
likely to buy from people
that they know, like and
trust.
43. Introduction
This guide was created to help you build your Social Media
strategy. In a few simple steps, you can identify your
branding and target markets, set goals and plan your entire
strategy. Have fun with it and remember that this is a living
document, changing as necessary.
44. Social Media Strategy
The new model of business is based around the idea of
authenticity. Social Media is about conversations,
relationships and trust. It’s not about selling your product or
service. If you are effectively building relationships, the
sales will take care of themselves. People are more likely to
buy from people that they know, like and trust.
45. The Three C’s
What is your content? In what context do your customers
want to see it? How will you remain consistent? Short
answers are welcome!
Content:
Context:
Consistency:
48. Your Toolbox
Which Social Media tools facilitate your chosen approach?
Try to focus on 3
Blog (Wordpress)
Microblog (Tumblr)
Short Form (Twitter)
Grassroots (Facebook)
Vlog (YouTube)
Face to Face (Meetup)
Photoblog (Flickr)
Podcast (iTunes)
Virtual World (Second Life)
54. S.M.A.R.T.S Goals
I want to:
By doing:
Within:
And can commit:
And will have (to help me):
And will measure my progress by:
And will re-evaluate my goal if:
55. Big-Picture Goals
Where do you want to be in 6 months?
Where do you want to be in 1 year?
Where do you want to be in 5 years?
56. Small-Picture Goals
Thinking about your attitude and approach, what are 3
reasonable goals you would like to achieve with your Social
Media strategy?
1.
2.
3.
57. What Are You Marketing?
Yourself
Your Brand
Your Product
A series of Your Products
Your Service
58. Who Will Represent You?
Yourself
Internal Social Media Person
Internal Marketing Person
Internal Social Media Person
External Social Media Person
Careful! The more degrees of separation there are, the more you need to be
sure that person has your best interests at heart and can accurately represent
you!
59. Website
Check of the items you have addressed:
CMS
Service-Hosted
Self-Hosted
Blog
Content
Video
Photos
Analytics
Payment System
Keyword Research
Social Media Integration
Domain Name Purchased
Emergency Team
60. Blog
Clear, specific focus
Feedburner
Categories Established
Static Content
Contact Info
Sociable
Spam-Free
Comment Policy
Integration With Social Media
Username:
Password:
Handler:
____________________________
Additional User Accounts:
-
-
Start Visits:
Start Bounce Rate:
Start Time on Site: