2009 GHTA Conference Presentation

1. Social Media Strategy
Chris Sietsema & William Smith
Mighty Interactive

2. Traditional Marketing Mix
2

3. Enter Social Media
3

4. Social Media Tenets
Listen React
Engage
4

5. Listen (err..rather Eavesdrop)
• Frame Messaging
• Create Opportunities for Contact
– Develop New Content
– Ask Questions
– Make an Invitation
• Identify Other Influencers
• Measure Impact
5

6. Listening Implications
John Q.
Customer
6

7. Social Media Venues
7

8. Before We Consider the Tools…
• Answer these questions:
– What do you do best, better, different?
8
Source: Bob_n_Renee

9. Before We Consider the Tools…
• Answer these questions:
– How do you want to be known?
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Source: Eugene Hood

10. Before We Consider the Tools…
• Answer these questions:
– How does your audience use social media?
10
Source: gerlos

11. Before We Consider the Tools…
• Answer these questions:
– How will you be human?
11

12. Before We Consider the Tools…
• Answer these questions:
– What does success look like?
12

13. Developing a Plan
• Social Media Objectives = Business Objectives
• Consider Campaign Type
Community Influencer/ Media General
Relations/ Relations & Awareness, Event
Customer Service Engagement Promotion, ROI
13

14. Developing A Plan
Sample Objectives
Grow
Awareness
Customer
Service
Engage New
Audiences
14

15. Social Media Venues
vs.
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16. Social Media Venues
vs.
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17. Facebook
• About Facebook
– Communicate with Fans
– Promote Events
– Share Photos & Video
– Feature Specials & Programs
– Share & Elicit Content
• 300 million active user base
• ~90,000,000 in the United States
17

18. Facebook Usage
• Still skews younger, but largest rate of growth is with
persons 35+
18

19. Facebook Opportunities
19

20. Facebook Opportunities
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21. Twitter
• About Twitter
– A Microblogging Platform
– 140 Characters of Fury
– Observations, Views, News
– Communication bits at a time
• Primary Uses for Business
– Customer Service
– Product/Service/Program
Introductions Sunday Afternoon on the Island of La Grande Jatte
Georges-Pierre Seurat
– Outreach & Alerts 21
– Create Lists

22. Twitter Twends
• Massive Traffic Incline has Plateaued
22
• 80% of accounts have less than 10 followers

23. Twitter Opportunities
• Reference Other Content
• Following
– Based on Influence
– Based on Relevance
• Twitter Lists
– Segment Followed
– Identify Influencers
• Twitter Search & Feeds
23

24. Twitter Opportunities
24

25. LinkedIn
• About LinkedIn
– Your Digital Rolodex
– The “business” side of you
– 43 Million Members
– Excellent B2B Database
• Primary Uses for Business
– Meet New People
• Browse Your Connections’ Connections
– Share Content, Status
– Answer & Ask Questions 25
– Join, Participate in & Start Groups

26. LinkedIn Growth
• 22 Ways to Dominate
– http://tr.im/siz0
26

27. About Social Media
• Flickr • YouTube
o Share Photos o Create a Channel
o Create Themed Sets o Develop a Vlog
o Befriend Other Photogs o Conduct Interviews
o Provide Reference o Subscribe to Content
Points
27

28. About Social Media
• All The Rest
28

29. Creative Engagement
29

30. Creative Engagement
• 6 Influential Bloggers
• $500 Each
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• 57% increase in site traffic

31. Creative Engagement
31

32. Creative Engagement
32

33. Creative Engagement
33

34. Time & Resources
• Common Misconception: “Social Media is Inexpensive”
34
Source: practition^r

35. Measurement
• Activity
– Followers / Fans / Connections
– Comments, Posts, Mentions
– Sentiment (+, -, Neutral)
• Site Traffic
– Overall Site Traffic
– Specific Pages
– Spikes with Social Media Activity
• Real ROI
– Sales
35
– Leads
Source: Nick Sayers

36. Key Elements
• Relationships before revenue
• People will support that which they help to
create
• This is not a game of follow the leader.
– Rather, you are building the playground
36

37. Next Steps
• Recommended
– Clarify Your Existing Social Media
Presence/Status
– Confirm Core Messages & Communication
Guidelines
• Create Sample Content
• Outline a Sample Campaign
– Define / Assign Internal Resources & Roles
– Create Social Media Profiles
• Only Those to Which You Can Dedicate Resources
– Develop Posting Schedule & Checklist
Source: regalore
– Setup Social Media Monitoring Account 37
– Keep On Keeping On

38. Questions?
Chris Sietsema William Smith
Director, Interactive Marketing Search Marketing Manager
chris@mightyinteractive.com william@mightyinteractive.com
480.505.4529 480.505.4532 38