Developing aSocial Media Strategy
Francis SkipperDirector of Search Marketing     617-896-1605     francis@451marketing.com     linkedin.com/in/francisskipp...
(Casey Anthony)#notguilty
Entemann’s:#Guilty of Not Having a Plan
Agenda •   Social Stats •   Creating a Successful Social Strategy •   Corporate Social Protocol Examples •   Case Studies ...
of people trust peer recommendations      Only   14% trust advertisements                                (Qualmann, Social...
Word of mouth at unprecedented scale              Facebook population             Friends of fans             60M friends ...
Over 900 Million                                      Users  1.3 billion        1.1 billion        900 million    311 mill...
Major Brands Are Using   Social to Engage   with Customers
Has >42,000,000 Facebook Fans
Has >560,000 Twitter Followers
However, Shift fromMonologue to Dialogue   Has Its Risks…
>1 million views on YouTube within 2 days 5 of top 12 search results for Domino’s
Waited until a crisis occurred to start a dialogue withcustomers…created a Twitter handle after the fact               …no...
Reasons for Failuresending out thewrong messages       inconsistency        Lack of Strategylack of monitoring   not under...
Building a Social Media Strategy
Social Media Campaigns
Step 1: Define Objectives & Goals
What Are Your Objectives?•   What are you trying to accomplish?•   Why social media?•   What social platforms will help yo...
Do Your Goals Include…  • Generating more brand awareness?  • Driving brand loyalty or build fan culture?  • Monitoring an...
Step 2: Find Your Audience Online
Where is Your Audience? • Is your target audience on social sites? • Which sites do your audience use? • Do they belong to...
Step 3: Audit Your Resources
Evaluate Your Current Resources    • Content?    • Staff?    • Consistency?    • Technology/Tools?
Step 4: Assign Roles and Responsibilities                          Customer Relations            Social Media MetricsSocia...
Step 5: Define Success
What Activities/Results Measuredto Determine Success? • How many sales/leads were generated? • How many people are talking...
Step 6: Construct Strategy
Consider 1. What info do we want to keep private? Public? 2. What is the voice (persona) of the brand? 3. What personal so...
Step 7: Execute Your New StrategyDefine Content Topics   Schedule   Share!  & Create Content
Step 8: Measure Results
Measure   • Have your networks grown or changed? How?   • What worked/didn’t work?   • What should we focus more on?   • H...
Noteworthy Social Media Strategies
Best Buy #Twelpforce Social Media Policy                       Be smart. Be respectful. Be human.What You Should Do:      ...
Oracle Social Media Policy                              "Use common sense"•   Follow the Code of Ethics and Conduct•   Pro...
The Five Core Social Media Values                               Continue Learning and Training• Transparency in every soci...
Social Media Guidelines                               Follow the Core Principles1. Honesty about who you are2. Clarity Tha...
Social Computing GuidelinesDo:                                    Dont• Be personally responsible for the    • Provide con...
Social Media GuidelinesWhat You Should Do                     Don’t• Show respect and be polite, even     • Do anything th...
In Review: 1.Define Objectives and Goals 2.Define Audience Online 3.Audit Current Resources 4.Assign Roles/Responsibilitie...
Case Study: Dancing Deer Baking Co.Goals:• Increase brand awareness in time for their busy holiday  season (Thanksgiving-N...
Case Study: Dancing Deer Baking Co.    5 million+ page views in 10 days         17,000+ contest entries          Facebook ...
Case Study: Heluva Good!
Case Study: Heluva Good!Goals:• Expand Facebook following by generating brand awareness,  driving contest entries, and inc...
Case Study: Heluva Good!Results:           4,210 “likes”           5,566 clicks    4,595,643 impressions
Questions?
– Founded in 2004– Based in Boston– 30 Communications Professionals– Partners Nicholas Lowe,  AJ Gerritson, and Tom Lee– N...
Francis SkipperDirector of Search Marketing     415.542.6250     francis@451marketing.com     linkedin.com/in/francisskipp...
Developing a social media strategy 6 28 12 (francis)
Developing a social media strategy 6 28 12 (francis)
Developing a social media strategy 6 28 12 (francis)
Developing a social media strategy 6 28 12 (francis)
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Developing a social media strategy 6 28 12 (francis)

  1. 1. Developing aSocial Media Strategy
  2. 2. Francis SkipperDirector of Search Marketing 617-896-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskipwww.451Marketing.com
  3. 3. (Casey Anthony)#notguilty
  4. 4. Entemann’s:#Guilty of Not Having a Plan
  5. 5. Agenda • Social Stats • Creating a Successful Social Strategy • Corporate Social Protocol Examples • Case Studies • Open Q&A
  6. 6. of people trust peer recommendations Only 14% trust advertisements (Qualmann, Socialnomics, 2010)
  7. 7. Word of mouth at unprecedented scale Facebook population Friends of fans 60M friends Fan base 500K fans US data
  8. 8. Over 900 Million Users 1.3 billion 1.1 billion 900 million 311 million (if it were a country, it would be the 3rd most populated)
  9. 9. Major Brands Are Using Social to Engage with Customers
  10. 10. Has >42,000,000 Facebook Fans
  11. 11. Has >560,000 Twitter Followers
  12. 12. However, Shift fromMonologue to Dialogue Has Its Risks…
  13. 13. >1 million views on YouTube within 2 days 5 of top 12 search results for Domino’s
  14. 14. Waited until a crisis occurred to start a dialogue withcustomers…created a Twitter handle after the fact …no established following or community – no advocates or evangelists
  15. 15. Reasons for Failuresending out thewrong messages inconsistency Lack of Strategylack of monitoring not understanding your customers underestimation of time commitment Lack of Internal Resources to Manage no one dedicated to social media
  16. 16. Building a Social Media Strategy
  17. 17. Social Media Campaigns
  18. 18. Step 1: Define Objectives & Goals
  19. 19. What Are Your Objectives?• What are you trying to accomplish?• Why social media?• What social platforms will help you achieve our goals?
  20. 20. Do Your Goals Include… • Generating more brand awareness? • Driving brand loyalty or build fan culture? • Monitoring and managing brand reputation? • Increasing direct or indirect sales? • Attracting new employees, investors, partners/vendors? • Customer Service?
  21. 21. Step 2: Find Your Audience Online
  22. 22. Where is Your Audience? • Is your target audience on social sites? • Which sites do your audience use? • Do they belong to specialized groups? • Who are they interacting with? • Which social media channels would be best to use for the type of content you have?
  23. 23. Step 3: Audit Your Resources
  24. 24. Evaluate Your Current Resources • Content? • Staff? • Consistency? • Technology/Tools?
  25. 25. Step 4: Assign Roles and Responsibilities Customer Relations Social Media MetricsSocial Media Strategist Advertising/Sales Social Media Manager Privacy/SecurityContent Developer LegalPublic Relations
  26. 26. Step 5: Define Success
  27. 27. What Activities/Results Measuredto Determine Success? • How many sales/leads were generated? • How many people are talking about your company? • How have you reduced operational costs? • How have you helped recruiting? • How many demos views/downloads?
  28. 28. Step 6: Construct Strategy
  29. 29. Consider 1. What info do we want to keep private? Public? 2. What is the voice (persona) of the brand? 3. What personal social media use is appropriate? Inappropriate? 4. Who are quality followers? How can we engage them? 5. How can we consistently send our messages? 6. Should we have a set of rules for proactive/reactive social media use? 7. How do we respond to positive engagement versus negative engagement?
  30. 30. Step 7: Execute Your New StrategyDefine Content Topics Schedule Share! & Create Content
  31. 31. Step 8: Measure Results
  32. 32. Measure • Have your networks grown or changed? How? • What worked/didn’t work? • What should we focus more on? • How much time is spent on each social media initiative? • What is our most valuable feedback? • How is social media changing right now? • Are we ahead of our competitors?
  33. 33. Noteworthy Social Media Strategies
  34. 34. Best Buy #Twelpforce Social Media Policy Be smart. Be respectful. Be human.What You Should Do: What You Should Not Disclose:• Disclose Your Affiliation • The Numbers• State That It’s YOUR Opinion • Promotions (In Advance)• Protect Yourself • Personal Information About Customers• Act Responsibly and Ethically • Legal Information• Honor Differences • Anything that belongs to someone else • Confidential Information >265,000 Followers >5,990,000 Fans >3,900 Subscribers
  35. 35. Oracle Social Media Policy "Use common sense"• Follow the Code of Ethics and Conduct• Protect Confidential Information Dont Comment on M&A Activity• Dont Discuss Future Offerings• Refrain from Objectionable or Inflammatory Posts• Dont Speak for Oracle• Dont Post Anonymously• Respect Copyrights• Use Video Responsibly• Stick to Oracle Topics on Oracle-Sponsored Blogs• Dont Misuse Oracle Resources>71,000 Followers >180,000 Fans >4,700 Subscribers
  36. 36. The Five Core Social Media Values Continue Learning and Training• Transparency in every social media engagement.• Protection of our consumers privacy.• Respect of copyrights, trademarks, rights of publicity, and other third-party rights in the online social media space, including with regard to user-generated content (UGC).• Responsibility in our use of technology.• Utilization of best practices, listening to the online community, and compliance with applicable regulations to ensure that these Online Social Media Principles remain current and reflect the most up-to-date and appropriate standards of behavior. >560,000 Followers >42,000,000 Fans >68,000 Subscribers
  37. 37. Social Media Guidelines Follow the Core Principles1. Honesty about who you are2. Clarity That Your Opinions Are Your Own3. Respect and Humanity in All Communication4. Good Judgment in Sharing Only Public Information – Including Financial Data5. Awareness that What You Say is Permanent >135,000 Followers >1,500,000 Fans >63,000 Subscribers
  38. 38. Social Computing GuidelinesDo: Dont• Be personally responsible for the • Provide confidential or other content they publish on-line proprietary information• Use a disclaimer for opinions • Cite or reference clients, partners or• Respect copyright, fair use, and suppliers without their approval financial disclosure laws. • Pick fights, be the first to correct• Respect your audience your own mistakes.• Be aware of your association with • Use IBM logos or trademarks unless IBM in online social networks. approved to do so.• Try to add value. >23,000 Followers >30,000 Fans >10,000 Subscribers
  39. 39. Social Media GuidelinesWhat You Should Do Don’t• Show respect and be polite, even • Do anything that breaks the law if you disagree • Use corporate materials without• Stay on topic permission• Keep it real >155,000 Followers >16,000,000 Fans >5,000 Subscribers
  40. 40. In Review: 1.Define Objectives and Goals 2.Define Audience Online 3.Audit Current Resources 4.Assign Roles/Responsibilities 5.Define Success 6.Construct Your Strategy 7.Execute Your Strategy 8.Measure Results
  41. 41. Case Study: Dancing Deer Baking Co.Goals:• Increase brand awareness in time for their busy holiday season (Thanksgiving-New Years) – in late OctoberApproach:• Targeted bloggers and other influencers who were relevant to target demographic using online product review and giveaway program• Invited a select group for an on-site tour of factory in full production mode• Associated brand with annual “Social Strategists to Watch” list - honorees received a surprise congratulatory gift from Dancing Deer
  42. 42. Case Study: Dancing Deer Baking Co. 5 million+ page views in 10 days 17,000+ contest entries Facebook fans +20%5,000+ unique visitors to DancingDeer.com $175,000+ in less than 2 months! +2.5 million Twitter impressions 81 Targeted Blogs  national coverageincluding USA Today, “Wake Up With Al,” Fox Business, “Daily Candy,” Forbes
  43. 43. Case Study: Heluva Good!
  44. 44. Case Study: Heluva Good!Goals:• Expand Facebook following by generating brand awareness, driving contest entries, and increasing “likes”Approach:• Determined ideal target audience: women, particularly mothers, ranging in age from 18-45• Developed two targeted campaigns: General for people who enjoy “barbeque”, & a second geared towards “women who like barbeque”• Designed strategic keywords & incorporated an array of images for Facebook Ads
  45. 45. Case Study: Heluva Good!Results: 4,210 “likes” 5,566 clicks 4,595,643 impressions
  46. 46. Questions?
  47. 47. – Founded in 2004– Based in Boston– 30 Communications Professionals– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee– Named a 2011 and 2012
  48. 48. Francis SkipperDirector of Search Marketing 415.542.6250 francis@451marketing.com linkedin.com/in/francisskipper @fskipwww.451Marketing.com
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