Creating Social Media Strategy for Business Growth<br />
Overview<br />Social Media introduction<br />Steps to create SMM strategy<br />Budgeting for social media<br />Bringing to...
What is Social Media? <br />Social media is media designed to be disseminated through social interaction, created using hi...
Current Statistics <br />8 out of 10 registered people use social network regularly <br />Social media has overtaken email...
Social Media Platforms <br />People on Facebook<br />More than 500 million active users<br />50% of our active users log o...
Facebook<br />Global Reach<br />More than 70 translations available on the site<br />About 70% of Facebook users are outsi...
Every month, more than 70% of Facebook users engage with Platform applications
More than 550,000 active applications currently on Facebook Platform
More than one million websites have integrated with Facebook Platform
More than 150 million people engage with Facebook on external websites every month
Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have integrated with Faceboo...
Twitter<br /><ul><li> Twitter has 105779710 register users</li></ul>    - it gets 30000 new users every day<br /><ul><li>t...
 600 million search queries a day
 37% of users update their status through mobile phones   </li></ul>http://www.penn-olson.com/wp-content/uploads/2010/04/t...
Youtube<br /><ul><li>2nd largest search engine on the web
4th largest site on the web
13 hours of video uploaded to YouTube every minute
9.5 Billion videos streamed online in April, 2009 – YouTube made up 58%
Over 1 Billion views per day</li></li></ul><li>Flicker<br /><ul><li>Now hosts over 4 Billion images
Provides not only a repository, but also a rights managed image distribution point for old and new media
6,000 photos uploaded every minute
Easy integration with site for content developers</li></li></ul><li>Wordpress<br /><ul><li>22 million WordPress Publishers
2 Billion monthly page views of WordPress Blogs
350,000 Posts made daily
Written for 120 different languages
Ease of use (made for the end user now being used by the corporations including Ford, Mashable and The Wall Street Journal)
Acts as your content hub, housing all approved content and syndicating it to your promotional channels</li></li></ul><li>M...
20 million emails served daily
Integrates with all of your social media tools
Used for segmentation and email marketing</li></li></ul><li>RSS- Really Simple Syndication<br /><ul><li>RSS allows for you...
It separates content from design making content portable
WordPress has now made it even easier to syndicate content to other blogs</li></ul>What is RSS?<br />Really Simple Syndica...
Your Web site / Content Hub<br />
How is Social Media used?<br />Customer service<br />Product/ service branding, advertising and feedback<br />Industry net...
Creating social media social media strategy<br />Steps:<br />Preplanning<br />Listen to the conversation<br /> Create your...
Step -1 Preplanning<br />Questions from your side:<br />How does information flow in my industry?<br />Where do people get...
Step 1 – Preplanning <br />What channels are you (client) using currently?<br />Emails <br />Direct mails  <br />Website, ...
Step 1 – Preplanning<br />Asking Questions reminds you who you are and who you want to be<br />It also indicates how socia...
Step 2 – Listen to the Conversation<br /><ul><li>Secure your brand on social platforms
Blogs, Twitter, Facebook, LinkedIn
Usernames are often unique
Try to be consistent
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Creating Stratey For Social Media

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Creating Stratey For Social Media

  1. 1. Creating Social Media Strategy for Business Growth<br />
  2. 2. Overview<br />Social Media introduction<br />Steps to create SMM strategy<br />Budgeting for social media<br />Bringing together<br />Conclusion <br />
  3. 3. What is Social Media? <br />Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. <br />An ongoing process that happening Right Now<br />A promotional channel for content distribution<br />Long term returns on efforts<br />A steady stream of information <br /> - Research<br /> - Feedback<br /> - Building Relationship<br />
  4. 4. Current Statistics <br />8 out of 10 registered people use social network regularly <br />Social media has overtaken emails as the #1 activity on the web<br /> - 17% of all web usage<br />There are over 200million blogs <br /> - 900000 blog post every day<br /> - 39% post opinions about companies, brands and products <br />93% of social media user believe that their company should have a presence in social media network<br />
  5. 5. Social Media Platforms <br />People on Facebook<br />More than 500 million active users<br />50% of our active users log on to Facebook in any given day<br />Average user has 130 friends<br />People spend over 700 billion minutes per month on Facebook<br />Activity on Facebook<br />There are over 900 million objects that people interact with (pages, groups, events and community pages)<br />Average user is connected to 80 community pages, groups and events<br />Average user creates 90 pieces of content each month<br />More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.<br />
  6. 6. Facebook<br />Global Reach<br />More than 70 translations available on the site<br />About 70% of Facebook users are outside the United States<br />Over 300,000 users helped translate the site through the translations application<br />Platform<br /><ul><li>More than one million developers and entrepreneurs from more than 180 countries
  7. 7. Every month, more than 70% of Facebook users engage with Platform applications
  8. 8. More than 550,000 active applications currently on Facebook Platform
  9. 9. More than one million websites have integrated with Facebook Platform
  10. 10. More than 150 million people engage with Facebook on external websites every month
  11. 11. Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have integrated with Facebook</li></ul>Mobile<br />There are more than 200 million active users currently accessing Facebook through their mobile devices.<br />People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.<br />There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products<br />
  12. 12. Twitter<br /><ul><li> Twitter has 105779710 register users</li></ul> - it gets 30000 new users every day<br /><ul><li>twitter receives 180 million unique visitor a month</li></ul> - 75% of traffic comes from outside of twitter.com<br /><ul><li>Twitter now has 175 employees
  13. 13. 600 million search queries a day
  14. 14. 37% of users update their status through mobile phones </li></ul>http://www.penn-olson.com/wp-content/uploads/2010/04/twitter-on-paper.jpg<br />
  15. 15. Youtube<br /><ul><li>2nd largest search engine on the web
  16. 16. 4th largest site on the web
  17. 17. 13 hours of video uploaded to YouTube every minute
  18. 18. 9.5 Billion videos streamed online in April, 2009 – YouTube made up 58%
  19. 19. Over 1 Billion views per day</li></li></ul><li>Flicker<br /><ul><li>Now hosts over 4 Billion images
  20. 20. Provides not only a repository, but also a rights managed image distribution point for old and new media
  21. 21. 6,000 photos uploaded every minute
  22. 22. Easy integration with site for content developers</li></li></ul><li>Wordpress<br /><ul><li>22 million WordPress Publishers
  23. 23. 2 Billion monthly page views of WordPress Blogs
  24. 24. 350,000 Posts made daily
  25. 25. Written for 120 different languages
  26. 26. Ease of use (made for the end user now being used by the corporations including Ford, Mashable and The Wall Street Journal)
  27. 27. Acts as your content hub, housing all approved content and syndicating it to your promotional channels</li></li></ul><li>Mashable<br /><ul><li>Top-rated Social Media Tool by Mashable.com
  28. 28. 20 million emails served daily
  29. 29. Integrates with all of your social media tools
  30. 30. Used for segmentation and email marketing</li></li></ul><li>RSS- Really Simple Syndication<br /><ul><li>RSS allows for your content to be syndicated through your promotional channels and on sites around the Internet
  31. 31. It separates content from design making content portable
  32. 32. WordPress has now made it even easier to syndicate content to other blogs</li></ul>What is RSS?<br />Really Simple Syndication <br />
  33. 33. Your Web site / Content Hub<br />
  34. 34. How is Social Media used?<br />Customer service<br />Product/ service branding, advertising and feedback<br />Industry networking<br />Promotions/ contests<br />News and company updates<br />Internal collaboration<br />Networking with clients and customers and public at large<br />
  35. 35. Creating social media social media strategy<br />Steps:<br />Preplanning<br />Listen to the conversation<br /> Create your target profile<br /> set specific goals<br />Join the conversation<br /> measure ROI<br />
  36. 36. Step -1 Preplanning<br />Questions from your side:<br />How does information flow in my industry?<br />Where do people get their information?<br /> how do consumers interact in my industry?<br /> Do they hang out in networks?<br /> What influences my customers?<br />
  37. 37. Step 1 – Preplanning <br />What channels are you (client) using currently?<br />Emails <br />Direct mails <br />Website, Portal and<br />Internal Messengers <br />News Letter <br />
  38. 38. Step 1 – Preplanning<br />Asking Questions reminds you who you are and who you want to be<br />It also indicates how social media can be used to compliment your business goals<br />-ifPeople 2009<br />
  39. 39. Step 2 – Listen to the Conversation<br /><ul><li>Secure your brand on social platforms
  40. 40. Blogs, Twitter, Facebook, LinkedIn
  41. 41. Usernames are often unique
  42. 42. Try to be consistent
  43. 43. Set up monitoring platforms
  44. 44. Google Alerts
  45. 45. SocialMention.com
  46. 46. Technorati
  47. 47. Twitter Search
  48. 48. Radian6
  49. 49. Use special queries
  50. 50. AND, OR, “”</li></li></ul><li>Step 2 – Listen to the Conversation<br />Keyword categories to identify:<br /><ul><li>Key industry influencers
  51. 51. Competitors
  52. 52. Industry news sources
  53. 53. Blog comments</li></li></ul><li>Step 3 – Create Your Target Profile<br /><ul><li>Target Audience is age 24-50 males
  54. 54. $350 Billion in spending power
  55. 55. 16 to 19 hours online each week
  56. 56. 96% of them have joined social networks
  57. 57. 78% trust peer recommendations
  58. 58. Only 14% trust advertisements
  59. 59. Belong to:
  60. 60. Twitter: 31
  61. 61. Facebook: 33
  62. 62. LinkedIn: 39</li></ul>- Consumer 2.0 & Pew Internet<br />
  63. 63. Step 3 – Create Your Target Profile<br /><ul><li>Find key attributes from listening
  64. 64. Chart out their presence in social media
  65. 65. Market Segmentation
  66. 66. Demographic
  67. 67. Age, Gender, Family Size, Social Class, Income
  68. 68. Geographic
  69. 69. Region, Population, Climate
  70. 70. Psychographic
  71. 71. Activities, Interests, Opinions, Attitudes
  72. 72. Behavioralistic
  73. 73. Brand Loyalty, Benefits Sought, Readiness to Buy
  74. 74. Continue to gather customer information along the way</li></li></ul><li>Step 4 – Set Specific Goals<br /><ul><li>Brand Awareness/Advocacy
  75. 75. Increase Traffic/Opt-ins
  76. 76. Business Partnerships
  77. 77. Search Engine Results
  78. 78. Generate Leads
  79. 79. Reduce CRM Costs
  80. 80. Increase Revenue</li></li></ul><li>Step 5 – Join the Conversation<br />Phases of Social Equity<br />Awareness<br /><ul><li>Low Equity
  81. 81. Value & Fun
  82. 82. Qualify fans and followers</li></ul>Engagement<br /><ul><li>Medium Equity
  83. 83. Increase long-term communication</li></ul>Social Commerce<br /><ul><li>High Equity
  84. 84. Product reviews, exclusive pricing, product previews, registration</li></ul>- socialmediatoday.com<br />
  85. 85. Step 5 – Join the Conversation<br />Establish an Editorial Calendar<br /><ul><li>Choose a specific schedule for days you will be posting
  86. 86. Helps stay on track and organize content
  87. 87. Be consistent
  88. 88. Refer to the calendar when you need content ideas</li></li></ul><li>Step 5 – Join the Conversation<br />Be Transparent and Authentic<br /><ul><li>Don’t be evasive
  89. 89. Offer your name, title, organization, experience
  90. 90. Admit your interests in the topic
  91. 91. Define your credibility
  92. 92. Be consistent across all SM profiles and platforms</li></li></ul><li>Step 5 – Join the Conversation<br />Think conversation, not campaign<br /><ul><li>Don’t focus on selling
  93. 93. Ask questions/Respond
  94. 94. Provoke engaging dialogue
  95. 95. Earn a reputation</li></li></ul><li>Step 5 – Join the Conversation<br />Be the expert in your industry<br /><ul><li>Write about what you know, and offer insights to those who ask for it
  96. 96. Offer links to resources you find
  97. 97. Those authors might return the favor
  98. 98. When consumers trust your content, they’ll trust your products</li></li></ul><li>Step 5 – Join the Conversation<br />Have rules of engagement<br /><ul><li>Know what to do with negative comments
  99. 99. Determine who will be involved in responses
  100. 100. Admit mistakes and thank those who bring it to your attention
  101. 101. Respond kindly
  102. 102. Turn brand detractors into advocates</li></li></ul><li>Step 6 – Measure ROI<br />What is ROI?<br /><ul><li>Non-financial
  103. 103. Visitors, WOM, Page Views, Fans, Followers
  104. 104. Financial
  105. 105. Sales, Revenue, Transactions, Coupons</li></ul> ROI can not be measured only in $ revenue for a specific period there are lot many intangible advantages <br />
  106. 106. Step 6 – Measure ROI<br />Establish before/after baseline<br /><ul><li>What did your online environment look like before social media?
  107. 107. 5.5% YoYgrowth (YoY – Year over Year)
  108. 108. What does it look like now?
  109. 109. 23.5% YoY growth
  110. 110. What caused the increase/decrease?</li></li></ul><li>Step 6 – Measure ROI<br />Develop activity timelines<br /><ul><li>Diagram exact dates in which key social media activities occurred
  111. 111. 8/11 blog started
  112. 112. 8/13 facebook page started
  113. 113. 9/15 FB ad campaign begins
  114. 114. 9/17 FB ad stops
  115. 115. 10/22 product mentioned on analytic website
  116. 116. Any events that may impact the campaign
  117. 117. Milestones
  118. 118. 500/1000/10000 fans
  119. 119. First link with 100 clicks</li></li></ul><li>Step 6 – Measure ROI<br />Look at Key Performance Indicators<br /><ul><li>Transactions
  120. 120. New Customers
  121. 121. Sales
  122. 122. Revenues
  123. 123. Average Order size
  124. 124. Funnel Goal Completions</li></ul>Be specific<br /><ul><li>Frequency, Reach, Yield
  125. 125. How often, How Many, How Much</li></li></ul><li>Step 6 – Measure ROI<br />Overlay all timelines and look for patterns<br /><ul><li>SM activities
  126. 126. SM data
  127. 127. Website Metrics
  128. 128. Store Transactions
  129. 129. Loyalty Metrics</li></li></ul><li>Step 6 – Measure ROI<br />Prove relationships<br />How were specific metrics related to social media efforts?<br /><ul><li>Facebook Promo
  130. 130. Product Launch
  131. 131. Coupon Offer
  132. 132. Twitter Contest</li></li></ul><li>Budgeting for A Successful Social Media Plan<br />Wait… isn’t Facebook free?<br />
  133. 133. Determining SM Budget<br />Allocation vs. Addition<br /><ul><li>What are your goals?
  134. 134. How much is your overall marketing budget?
  135. 135. What tactics are you currently using? How are they working?
  136. 136. What are your internal resources?
  137. 137. - Ignite Social Media Blog 2008</li></li></ul><li>Budgeting for Social Media<br /><ul><li>Time
  138. 138. Design & Branding
  139. 139. Analytic Tools
  140. 140. Social Monitoring
  141. 141. Automation applications
  142. 142. Social Media Advertising
  143. 143. Outsourcing/Consulting</li></li></ul><li>Levels of Social Media Engagement<br />Level I<br /><ul><li>Placeholders
  144. 144. Securing a username, setting up fan pages</li></ul>Level II<br /><ul><li>Short-term promotion
  145. 145. Answering questions
  146. 146. finding key influencers in your industry
  147. 147. Writing radicals*
  148. 148. Write microblogs *</li></ul>Level III<br /><ul><li>Dedicated Strategic Engagement
  149. 149. Active profiles on several platforms
  150. 150. Promotions, contests, active content distribution
  151. 151. Making Presentations, Day to day polls and content feed back process *</li></ul>Determine your level of engagement and budget for time accordingly.<br />
  152. 152. Bringing it Together<br />Ok… but where do I start?<br />
  153. 153. Tips to get started<br /><ul><li>Start with the platforms you can actively maintain
  154. 154. What outsourcing is needed?
  155. 155. Design, development, content management , brand monitoring, audience research
  156. 156. Plan your content flow
  157. 157. Tools which gives you SMM progress analysis
  158. 158. Ping.fm
  159. 159. HootSuite
  160. 160. Tweetdeck
  161. 161. Sendible</li></li></ul><li>Additional Resources<br />Books<br /><ul><li>Engage – Brian Solis
  162. 162. Trust Agents – Tara Hunt
  163. 163. Six Pixels of Separation – Mitch Joel
  164. 164. The New Community Rules - Tamar Weinberg </li></ul>Online<br /><ul><li>SocialMediaToday.com
  165. 165. Mashable.com
  166. 166. BrianSolis.com</li>
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