Building a Social Media Strategy

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Business owners are becoming increasingly aware of the importance of social media to build their brand, engage with customers and generate sales. But without a clear strategy you may end up wasting precious time on the wrong activities.

This presentation will help you think about how to build a successful social media strategy and will discuss:
- Practical ways to integrate social media into areas of your company and align it to your business goals
- How to create a structured process of implementing social media into a campaign using real world examples
- Obstacles you may encounter along the way

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Building a Social Media Strategy

  1. 1. Building a Social MediaStrategyMidas Touch 18th September 2012 © 3seven9 Agency Ltd
  2. 2. Contents1. Social Media: 21st century marketing2. What are businesses really doing in Social Media3. What stops businesses being effective on Social Media?4. How to become effective on Social Media?5. How to measure and prove your Social Media effectiveness6. Case Studies7. Freebies © 3seven9 Agency Ltd
  3. 3. 20th Century Marketing: Company focusedYou (business) Them (customer) SERVICE/ PRODUCT (Marketing) Importance © 3seven9 Agency Ltd
  4. 4. 21st Century Marketing: Customer focusedYou (business) Them (customer) SERVICE/ PRODUCT (Marketing) Importance Importance © 3seven9 Agency Ltd
  5. 5. What are businesses really doing in Social Media?1. 85% of companies have integrated social media into their marketing2. 73% increased their spend in Social Media3. Of those involved in Social Media: 83% 80% 58% 51%The volume of traffic from social media is the most commonly measured metric at 60% of those interviewed © 3seven9 Agency Ltd
  6. 6. © 3seven9 Agency Ltd
  7. 7. © 3seven9 Agency Ltd
  8. 8. © 3seven9 Agency Ltd
  9. 9. © 3seven9 Agency Ltd
  10. 10. © 3seven9 Agency Ltd
  11. 11. © 3seven9 Agency Ltd
  12. 12. The problem with Social Media © 3seven9 Agency Ltd
  13. 13. What stops social media being effective in business? Locations Metrics Content WRONG Time Resource Approach © 3seven9 Agency Ltd
  14. 14. How can businesses become successful in Social Media?Begin by focussing on what you are trying to achieve in your business: Maximize reach of content Find and engage customers Build a thought leadership and messaging in social and prospects using social customer community channels media channels to provide support and advocacy1. Understand what Social Media can offer2. Then align it to your business objectives © 3seven9 Agency Ltd
  15. 15. How to align social media to business goals © 3seven9 Agency Ltd
  16. 16. How to align social media to business goals © 3seven9 Agency Ltd
  17. 17. How to align social media to business goals © 3seven9 Agency Ltd
  18. 18. How to align social media to business goals © 3seven9 Agency Ltd
  19. 19. How to align social media to business goals © 3seven9 Agency Ltd
  20. 20. How to be effective on social media Brand Awareness Lead Generation Community Building FindBreak down conversations by priority Break down conversations by location © 3seven9 Agency Ltd
  21. 21. How to be effective on social media Brand Awareness Lead Generation Community Building Find Interest Break down conversations by maturity: Customer News Industry News Industry Opinion Industry Guide Industry News Industry Opinion Industry Guide Industry Review Industry Review Customer News Customer OpinionCompetitor Outreach Competitor News Competitor News Competitor Guide Customer Opinion Customer Query 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% © 3seven9 Agency Ltd
  22. 22. How to be effective on social media Brand Awareness Lead Generation Community Building Find Interest Evaluate Break down conversations by the most influential BRAD STROTHKAMP Activity Influencer Type •Vice President - Principal Analyst at OPINION LEADER Forrester Research • Highly influential analyst in Financial Services Industry Web Presence • 1,000 Twitter followers Website Forrester • 367 LinkedIn Connections + 14 Recs Blog eBusiness & Channel Strategy Blog • Lists New York Times, Business Twitter @ strothkamp Week and CIO Magazine © 3seven9 Agency Ltd
  23. 23. How to be effective on social media Brand Awareness Lead Generation Community Building Find Interest Evaluate TrialBreak down conversations by approach ‘Network’ • 82% of selected posts – massive connection with service + brand • Associated services (drill down) • Security • Management • Infrastructure • 13 Cisco blog posts • High levels exposure on Twitter (focus!) • Cisco & Partners & Industry commentators. © 3seven9 Agency Ltd
  24. 24. How to be effective on social media Brand Awareness Lead Generation Community Building Find Interest Evaluate Trial AdoptBreak down conversations in real-time(hours, days, weeks, months etc) © 3seven9 Agency Ltd
  25. 25. How to be effective on social media Brand Awareness Lead Generation Community Building Find Interest Evaluate Trial Adopt PromoteBreak down conversations to find your advocates (to leverage their impact) © 3seven9 Agency Ltd
  26. 26. How to measure social media against your business goals  Mentions per time period  Lead Volume  Comments  Share of Conversation  Cost per Lead  Content Downloads  Subscribers to Content  Lead value  External mention ratio © 3seven9 Agency Ltd
  27. 27. Case Study: Lead Generation © 3seven9 Agency Ltd
  28. 28. Case Study: Lead Generation © 3seven9 Agency Ltd
  29. 29. Live Examples Brand Awareness Lead Generation Community Building © 3seven9 Agency Ltd
  30. 30. Summary 1. Social Media is more integrated, mobile and customer focused 2. Define your social media strategy first! 3. Listen to where, when and what your industry is saying 4. Ensure your company has the right engagement response programme in place 5. Set up your metrics and measure your success © 3seven9 Agency Ltd
  31. 31. Thank you.If you have any further questions please contact david.wood@3seven9.com or find us at www.3seven9.com © 3seven9 Agency Ltd

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