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
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.
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
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
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
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
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Facebook and Bing. Google allows Facebook, but not that much. MC
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Zumiez keeps this all social to protect “underground” image. You are only invited if you are apart of “the club”. MC