Delving beyond the tools to understand, plan and measure how social media can enrich your organization’s engagement efforts.

1. Social Media Strategy delving beyond the tools to understand, plan and measure how social media can enrich your organization’s engagement efforts Mark Smiciklas, MBA // DIG360.ca // IntersectionConsulting.com // twitter.com/Intersection1

2. Social Media Strategy less about the tools - more about the reasons behind their use

3. content

4. Start by listening and… understanding who to listen to and what to listen for

5. STEP ONE Discovery

6. Discovery Overview Social Capacity Target Audience Objectives Governance

7. Social Capacity Assess your ability to create content , maintain social tools and engage with your community

9. A few social capacity questions… Can you create relevant, meaningful content? How often can you publish content? How much time is your organization capable/willing to you invest in social media? Can you engage employees in the process?

10. Identify your primary & secondary target audiences as well as industry influencers

11. Customers, Employees, Prospects Vendors, Media, Bloggers, Industry Groups

12. Establish the information needs or buying questions of each audience

13. Some Audience Needs… product information pricing availability assurance education entertainment

14. Objectives Define measurable social media goals

15. Engagement Lead Generation/Sales Brand Awareness Education Industry/Thought Leadership Customer Service

16. Ideas in Action Social Media Goal Alignment Case Study Twitter stats Follow clients, prospects and relevant industry influencers; twitter search; Listorious 200 followers (+100%) Increase targeted Twitter followers Thought Leadership Feedburner; Google Analytics 1-2 blog posts per week; 1 LinkedIn answer per week; 1-2 blog comments per week 100 subscribers (new) Increase blog subscribers Thought Leadership Google Analytics Back link from facebook, twitter, flickr, youtube, LinkedIn 14k new visitors (+16%) Increase traffic to blog/website Awareness Google Analytics; internal tracking Blog link; FB link; FB ads; strategic tweets 200 form fills (+25%) Increase quote form submits Sales Measurement Mechanism Strategies, Tools & Tactics Target (4mos) Social Media Objective Business Goal

17. Governance social media rules of engagement

18. Policies Training Management

19. Resource http://socialmediagovernance.com/policies.php

20. STEP TWO Strategy

21. Strategy Overview Listening Content Blogging Social Tools

22. LISTENING What are people saying about your brand?

23. Use Listening Tools to Monitor Conversations

24. Use a RSS Reader to Aggregate Conversations

26. Ideas in Action “ A large consumer product company found out about a group of people who were brainstorming a way to solve a problem which was related to this company. Because this consumer product company has people working for it who actively participate in networks, and monitor the space, they found out about it. Someone identified this idea as a signal in a sea of noise—there are a lot of people who talk about this company daily, but this was different. The people who independently brainstormed this idea outside of the company's ecosystem are now talking to the people who work for the company about making the idea into a reality.” David Armano

27. Content Strategy content must be relevant and useful to your target audience (and aligned with the their information needs)

28. Ideas in Action MEC User Generated Video Content

29. Ideas in Action http://video.bigwarmup.com/ http://www.bigbostonwarmup.com/

30. Content Conundrum content creation can become a burden for many organizations because of a legacy of departmentalization

31. A social approach to content © David Armano darmano.typepad.com

32. Employees are your brand’s secret weapon - engage them in social media

33. Ideas in Action

34. Ideas in Action

35. The Blog your social media home base

37. Ideas in Action

38. Social Tools Which channels fit your strategy?

40. STEP THREE Implementation

41. Implementation create and optimize your social media channels (keep relevant keywords top of mind)

42. Best Practices the 90/10 rule

46. STEP FOUR Analytics

47. Analytics Best Practice Align analytics tools & data collection with your organization’s social media objectives

48. Resource Google Analytics: http://www.google.com/analytics/

49. Resource Social Mention: http://www.socialmention.com/

50. Resource Klout Twitter Analytics: http://klout.com/

51. Resource Bit.ly Click Tracking: http://bit.ly/

52. Analytics Best Practice Don’t rely exclusively on web 2.0 analytics – Mix in offline data sets to measure engagement (use customer research to compliment online analytics)

55. Thank You! Mark Smiciklas, MBA // DIG360.ca // IntersectionConsulting.com // twitter.com/Intersection1