Social Media Strategy: The What, Why and How
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This document provides an overview of social media strategies. It discusses defining goals and objectives, targeting specific markets, engaging audiences through listening, informing and participating, integrating across platforms, and measuring effectiveness. Key aspects include developing a company mission, social media mission and engaging audiences according to the LIP model of listening, informing and participating. It also emphasizes the need for a new mindset in social media that focuses on openness, authenticity, sharing expertise, comfort and building relationships over time.
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Social Media Strategy: The What, Why and How
- 1. Social Media: What,Why,Social Media: What,Why, HowHow Presented by: Shalini Bahl, Ph.D.Presented by: Shalini Bahl, Ph.D.
- 2. Our Path Today..Our Path Today.. Social media assumptions...Social media assumptions... What and Why of Social media (very briefly)What and Why of Social media (very briefly) Building a strategyBuilding a strategy 1.1. Company missionCompany mission 2.2.Social Media missionSocial Media mission 3.3.Target marketTarget market 4.4.Engage with L I P - Listen, Inform, ParticipateEngage with L I P - Listen, Inform, Participate 5.5.IntegrateIntegrate 6.6.Policies around people & resourcesPolicies around people & resources 7.7.MeasurementMeasurement 8.8.Opportunity costOpportunity cost The New MindsetThe New Mindset
- 3. A FactA Fact The Internet is aThe Internet is a magnifying glass –magnifying glass – it magnifies theit magnifies the energy with whichenergy with which you approach it.you approach it.
- 4. About social media...About social media... What are your Beliefs, Assumptions, andWhat are your Beliefs, Assumptions, and FearsFears
- 5. What is Social Media?What is Social Media? The idea behind social media is not newThe idea behind social media is not new
- 6. Image by guiguibu91on flickr.comImage by guiguibu91on flickr.com Mass ScaleMass Scale InteractionInteraction What is Social Media?What is Social Media? Web basedWeb based TechnologiesTechnologies ++ SocialSocial MediaMedia ==
- 7. Social Media Sites:Social Media Sites: Types of Online ConversationsTypes of Online Conversations Types ofTypes of Social MediaSocial Media WebsitesWebsites Types ofTypes of Social MediaSocial Media WebsitesWebsites Social NetworkSocial Network Facebook, Twitter,Facebook, Twitter, LinkedIn, NingLinkedIn, Ning Social NetworkSocial Network Facebook, Twitter,Facebook, Twitter, LinkedIn, NingLinkedIn, Ning SocialSocial BookmarksBookmarks Del.icio.usDel.icio.us SocialSocial BookmarksBookmarks Del.icio.usDel.icio.us Social NewsSocial News Digg, RedditDigg, Reddit Social NewsSocial News Digg, RedditDigg, Reddit Social Video & Social Video & PhotoPhoto YouTube & Flickr YouTube & Flickr Social Video & Social Video & PhotoPhoto YouTube & Flickr YouTube & Flickr BlogsBlogs Blogger,Blogger, WordpreWordpre ssss BlogsBlogs Blogger,Blogger, WordpreWordpre ssss PresentaPresenta tiontion SlidesharSlideshar ee PresentaPresenta tiontion SlidesharSlideshar ee WikisWikis Wikipedia,Wikipedia, WikispacesWikispaces WikisWikis Wikipedia,Wikipedia, WikispacesWikispaces
- 8. What is LinkedIn?What is LinkedIn? A Formal Party: Suit and TieA Formal Party: Suit and Tie Kari Renee on FlickrKari Renee on Flickr
- 9. What isWhat is LinkedInLinkedIn?? Professional networkingProfessional networking 50m members worldwide50m members worldwide (econsultancy.com).(econsultancy.com).
- 10. What is Facebook?What is Facebook? Semi-formal: Casual businessSemi-formal: Casual business Texas to Mexico on Flickr.comTexas to Mexico on Flickr.com
- 11. What isWhat is FacebookFacebook?? Connecting with friends, associates, &Connecting with friends, associates, & customerscustomers
- 12. What is Twitter?What is Twitter? Cocktail Party 24/7Cocktail Party 24/7 Mrs eNil on Flickr.comMrs eNil on Flickr.com
- 13. What isWhat is TwitterTwitter?? An information network: Telling peopleAn information network: Telling people what they care about as it is happening inwhat they care about as it is happening in the world.the world.
- 14. Why Should You Care?Why Should You Care?
- 15. Why Should You Care?Why Should You Care? Reason 1Reason 1 • Social Media makesSocial Media makes your influenceyour influence ripplesripples Bigger!Bigger! DavidDavid ArmanoArmano
- 16. Why Should You Care?Why Should You Care? Reason 2Reason 2 • AuthenticAuthentic connections withconnections with customers, on acustomers, on a RegularRegular basisbasis
- 17. Why Should You Care?Why Should You Care? Reason 3Reason 3 • Be the Expert!Be the Expert!
- 18. Why Should You Care?Why Should You Care? Reason 4Reason 4 • Listen to yourListen to your customers!customers!
- 19. Why should you care?Why should you care? Reason 5:Reason 5: New Collaborations...New Collaborations...
- 20. Why should you care?Why should you care? Reason 6Reason 6 Get the wheels of actions turning:Get the wheels of actions turning: Manifest abstract thoughts into writtenManifest abstract thoughts into written word...word... Nickso on Flickr.comNickso on Flickr.com
- 21. Why Should You Care?Why Should You Care? Reason 7Reason 7 • And you can do allAnd you can do all thisthis FREE!FREE! • Raisinsawdust @ Flickr.com
- 22. Are you ready to use SocialAre you ready to use Social Media?Media? OH: Social media is like teen sex.OH: Social media is like teen sex. Everyone wants to do it. No oneEveryone wants to do it. No one actually knows how. When finallyactually knows how. When finally done, there is surprise its notdone, there is surprise its not better.better. 1:39 PM Mar 2nd from web1:39 PM Mar 2nd from web Retweeted by 1 personRetweeted by 1 person avinashkaushikavinashkaushik Avinash KaushikAvinash Kaushik •• ReplyReply RetweRetweeett
- 23. The Social MediaThe Social Media StrategyStrategy PoliciesPolicies IntegrationIntegrationIntegrationIntegration
- 24. Social Media Strategy:Social Media Strategy: iAM Business ConsultingiAM Business Consulting iAM ServicesiAM Services iAM F/biAM F/b PagesPages iAM Woman iniAM Woman in Business CircleBusiness Circle iAM WomaniAM Woman in Businessin Business BlogBlog TwitterTwitter MindfulMindful MarketersMarketers BlogBlog iAM WomaniAM Woman in Businessin Business F/b GroupF/b Group GoogleGoogle AlertsAlerts LinkedILinkedI nn AWE TVAWE TV ACTVACTV LocalLocal ChambersChambers OtherOther SocialSocial NetworksNetworks MediaMedia YouTubeYouTube
- 25. I. Business/Event MissionI. Business/Event Mission What is your business/eventWhat is your business/event mission?mission? iAM’s mission is to inspire people to live their highest potential byiAM’s mission is to inspire people to live their highest potential by providing marketing, social media, and mindfulness expertiseproviding marketing, social media, and mindfulness expertise
- 26. II. Social Media Goals &II. Social Media Goals & ObjectivesObjectives• Goals: BroaderGoals: Broader Build a brand and strong presenceBuild a brand and strong presence Stay informedStay informed Market expansionMarket expansion CollaborationCollaboration Educate/inform potential customersEducate/inform potential customers Know my customersKnow my customers Customer serviceCustomer service Build a community around a cause or brandBuild a community around a cause or brand • Objectives: MeasurableObjectives: Measurable Website/Blog trafficWebsite/Blog traffic Number of followers/newNumber of followers/new customers/collaborationscustomers/collaborations
- 27. III. Target MarketIII. Target Market CustomersCustomers DemographicsDemographics GeographicGeographic PsychographicsPsychographics BehaviorsBehaviors CollaborationsCollaborations Grants & donor organizationsGrants & donor organizations
- 28. Engage withEngage with L.I.P.L.I.P. i. Listeni. Listen ii. Informii. Inform iii. Participateiii. Participate IV. Reaching your goals withIV. Reaching your goals with L.I.P.L.I.P. Who, What, WhereWho, What, Where Who, What, WhereWho, What, Where Who, What, WhereWho, What, Where
- 29. IV.i. Listen: Who?IV.i. Listen: Who? • The peopleThe people Your customersYour customers Competing businessCompeting business Latest researchLatest research CollaboratorsCollaborators DonorsDonors Other agencies impacting your businessOther agencies impacting your business
- 30. IV.i. Listen: What?IV.i. Listen: What? • The keywordsThe keywords Your businessYour business Competing businessCompeting business Your area of SpecializationYour area of Specialization Your products and servicesYour products and services Search words your customers would useSearch words your customers would use Google’s Keyword SearchGoogle’s Keyword Search
- 31. IV.i. Listen: Where?IV.i. Listen: Where?• The ChannelsThe Channels Google AlertsGoogle Alerts Other alerts (keyword based from blogs,Other alerts (keyword based from blogs, libraries, etc)libraries, etc) BlogsBlogs RSS feedsRSS feeds TwitterTwitter TwellowTwellow Twitter Advance SearchTwitter Advance Search Facebook groups & pages & other socialFacebook groups & pages & other social networksnetworks
- 32. IV.ii. InformIV.ii. Inform • Who: PEOPLEWho: PEOPLE CustomersCustomers CollaboratorsCollaborators Group membersGroup members SupportersSupporters CommunityCommunity • What: CONTENTWhat: CONTENT Relevant InformationRelevant Information ResearchResearch
- 33. Status Lists &Status Lists & BadgesBadges EntertainmentEntertainment FunnyFunny EducationEducation PromotionPromotion s/Frees/Free HappeningsHappenings CommunityCommunity EventsEvents Information that createsInformation that creates Buzz!Buzz!
- 34. IV.iii. ParticipateIV.iii. Participate Others’ Blogs commentsOthers’ Blogs comments Re-tweets & @ MentionsRe-tweets & @ Mentions Facebook respond back to members & fansFacebook respond back to members & fans Facebook: Participate in other communitiesFacebook: Participate in other communities Other social networks relevant to your workOther social networks relevant to your work CollaborateCollaborate
- 35. V. Policies: People &V. Policies: People & ResourcesResources Who?Who? What is your nature?What is your nature? How much time do you have?How much time do you have? SchedulingScheduling Clear policiesClear policies
- 36. VI. IntegrateVI. Integrate Linking different social media channels (e.g.Linking different social media channels (e.g. HootsuiteHootsuite)) Integrating social media withIntegrating social media with websitewebsite Linking traditional channels with social mediaLinking traditional channels with social media For e.g. Email newsletters can be posted onFor e.g. Email newsletters can be posted on social media sitessocial media sites Posting on multiple channelsPosting on multiple channels Reaching out to other media channels andReaching out to other media channels and social networkssocial networks
- 37. VII. MeasurementVII. Measurement Twitter - Number of followersTwitter - Number of followers HootsuiteHootsuite - statistics- statistics Facebook pages - Insight statisticsFacebook pages - Insight statistics Google analyticsGoogle analytics How do you feel?How do you feel?
- 38. • Social MediaSocial Media involves a newinvolves a new mindsetmindset andand not traditionalnot traditional promotionalpromotional tacticstactics The New MindsetThe New Mindset
- 39. I. Be Open:I. Be Open: Learn, Listen, and ParticipateLearn, Listen, and Participate
- 40. II. Be YOU:II. Be YOU: Share of yourself that best serves your targetShare of yourself that best serves your target audienceaudience
- 41. III. Share:III. Share: Your expertise. If you don’t someone else will.Your expertise. If you don’t someone else will.
- 42. • IV. Feels RightIV. Feels Right • Do whatDo what feelsfeels rightright at theat the pacepace that feelsthat feels rightright The New MindsetThe New Mindset
- 43. • V. RegularV. Regular communicatiocommunicatio n & you definen & you define what is regularwhat is regular The New MindsetThe New Mindset
- 44. VI. Relationships:VI. Relationships: Use social media to expand relationships off line &Use social media to expand relationships off line & vice versavice versa
- 45. VII. Be Patient:VII. Be Patient: Relationships are not developed overnightRelationships are not developed overnight
- 46. Enjoy the journey and the energy you buildEnjoy the journey and the energy you build around your work...Thank you!around your work...Thank you!
- 47. • Ways to connect with Shalini Bahl • Email: shalini@iam-bc.com • Website: http://iam-bc.com/ • Blogs: • http://iam-bc.com/Blog • Facebook: •http://www.facebook.com/iAM.Business.Consu lting • The iAMWoman in Business Circle • LinkedIn: http://www.linkedin.com/in/shalinibahl • Twitter: http://twitter.com/shalinibahl • AWEtv: Coming Soon!
Notas del editor
- intro: 902 i am a marketing & social media consultant & we as a company offer mrktg, branding, & web solutions based on your unique strengths & authentic voice. and i like to think of myself as a mindful person who knows marketing & social media i called today’s workshop social media for authentic entrepreneurs because i dont look at social media as a quick way to be heard, but as a channel for you to build strong relationships that are authentic & heartfelt & that takes time.
- 905 3 goals today -demystify what is social media & open you to being friends with social media -how can you use social media purposefully - go thro strategic steps & no way we can do a thro job of coming up with oen but just to get a flavor we will go thro teh steps and come up with a plan & you can then change expand in your work - develop a new mindset needed to enjoy using social media
- 907 have u noticed when you are sometimes having a crazy day and you go to your computer adn it starts to act crazy too? nothing works and you get more flustered and the more flustered u get the more things dont work. thats true of life in general & lot of science to prove it - my website has videos of bruce lipton who show how our inner thoughts shape our outer reality with teh internet you can instantly see this correlation A shoe salesman is assigned a new territory, some islands in the south Pacific. He gets to one such island and finds that everyone is barefoot. He calls his boss and says, “We can never be successful here. No one wears shoes.” Needless to say, he is quickly replaced by another, more optimistic salesman. He shows up at the same island, calls his boss and says, “Send me 1,000 pair today! We’re going to do great. No one here wears shoes!”
- 912 its important to see your beliefs and limiting assumptions about social media & then question them is it so? we limit ourselves before giving a full oppportunity to explore adn then make an informed decision Is that so? and once you see its not true, you explore further, What can this do for me? How can I utilize this? And how can you use it instead of why you cannot -time consuming -overwhelming - privacy - talking about your work & not intimate details - complex musician spends hundreds of hours on newsletters but doesnt have time for social media - you can build your relationships all year round
- 913 how many of you are using some kind of social media for business only human being are social and we like to get together and share our thoughts and ideas
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- 920 what are the different social media sites that you are familiar with? one way to categorize them is based on the kind of conversations they facilitate Wikis are collaborative web spaces that allow users to edit the content.
- 921discuss the 3 major social media sites - how many of you are on linked in? think of them like big parties where you can share your info
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- 932 level 1=influencers level 2=open networks eg blogs level 3= closed networks level 4=distribution through individuals eg email lists
- 934 what are the different ways you connect with yoru customers and what do you share with them? Multiple touch points - everyone is busy, need regular contact - not only when events or selling products but through out the year - telling them all about you - different dimensions of who you are - your values, cool ideas, insights & inspirations
- 935 how do you learn about changes in your industry? update your skills? new research, new ideas, stay in touch
- 936 how do you listen to yoru customers you can run polls, listen to online conversations about you,
- 937 met all of them online first and then in person
- 938 many ideas, now you can record them and share them giving them real shape opening new channels for people to find you
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- 942 this is not a one time process but reiterative process, that evolves as you learn and grow
- 945 synergistic organic starting with real life networks and creating social networks around that evolving and growing
- 947 underline keywords in your business mission describe your main mission to partner in 2 minutes & switch
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- 954 Who is your target market? ask your customers check out some of teh social media sites and see what kind of poeple and conversations you are finding
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- 1010 what info do you want to share to build energy around your work? what will be the right channel for that?
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