Creating Stratey For Social Media
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Creating Stratey For Social Media



Presentation By Kamal Dave

Presentation By Kamal Dave



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Creating Stratey For Social Media Creating Stratey For Social Media Presentation Transcript

  • Creating Social Media Strategy for Business Growth
  • Overview
    Social Media introduction
    Steps to create SMM strategy
    Budgeting for social media
    Bringing together
  • What is Social Media?
    Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.
    An ongoing process that happening Right Now
    A promotional channel for content distribution
    Long term returns on efforts
    A steady stream of information
    - Research
    - Feedback
    - Building Relationship
  • Current Statistics
    8 out of 10 registered people use social network regularly
    Social media has overtaken emails as the #1 activity on the web
    - 17% of all web usage
    There are over 200million blogs
    - 900000 blog post every day
    - 39% post opinions about companies, brands and products
    93% of social media user believe that their company should have a presence in social media network
  • Social Media Platforms
    People on Facebook
    More than 500 million active users
    50% of our active users log on to Facebook in any given day
    Average user has 130 friends
    People spend over 700 billion minutes per month on Facebook
    Activity on Facebook
    There are over 900 million objects that people interact with (pages, groups, events and community pages)
    Average user is connected to 80 community pages, groups and events
    Average user creates 90 pieces of content each month
    More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
  • Facebook
    Global Reach
    More than 70 translations available on the site
    About 70% of Facebook users are outside the United States
    Over 300,000 users helped translate the site through the translations application
    • More than one million developers and entrepreneurs from more than 180 countries
    • 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 Facebook
    There are more than 200 million active users currently accessing Facebook through their mobile devices.
    People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
    There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products
  • Twitter
    • Twitter has 105779710 register users
    - it gets 30000 new users every day
    • twitter receives 180 million unique visitor a month
    - 75% of traffic comes from outside of
    • Twitter now has 175 employees
    • 600 million search queries a day
    • 37% of users update their status through mobile phones
  • Youtube
    • 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
  • Flicker
    • 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
  • Wordpress
    • 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
  • Mashable
    • Top-rated Social Media Tool by
    • 20 million emails served daily
    • Integrates with all of your social media tools
    • Used for segmentation and email marketing
  • RSS- Really Simple Syndication
    • RSS allows for your content to be syndicated through your promotional channels and on sites around the Internet
    • It separates content from design making content portable
    • WordPress has now made it even easier to syndicate content to other blogs
    What is RSS?
    Really Simple Syndication
  • Your Web site / Content Hub
  • How is Social Media used?
    Customer service
    Product/ service branding, advertising and feedback
    Industry networking
    Promotions/ contests
    News and company updates
    Internal collaboration
    Networking with clients and customers and public at large
  • Creating social media social media strategy
    Listen to the conversation
    Create your target profile
    set specific goals
    Join the conversation
    measure ROI
  • Step -1 Preplanning
    Questions from your side:
    How does information flow in my industry?
    Where do people get their information?
    how do consumers interact in my industry?
    Do they hang out in networks?
    What influences my customers?
  • Step 1 – Preplanning
    What channels are you (client) using currently?
    Direct mails
    Website, Portal and
    Internal Messengers
    News Letter
  • Step 1 – Preplanning
    Asking Questions reminds you who you are and who you want to be
    It also indicates how social media can be used to compliment your business goals
    -ifPeople 2009
  • Step 2 – Listen to the Conversation
    • Secure your brand on social platforms
    • Blogs, Twitter, Facebook, LinkedIn
    • Usernames are often unique
    • Try to be consistent
    • Set up monitoring platforms
    • Google Alerts
    • Technorati
    • Twitter Search
    • Radian6
    • Use special queries
    • AND, OR, “”
  • Step 2 – Listen to the Conversation
    Keyword categories to identify:
    • Key industry influencers
    • Competitors
    • Industry news sources
    • Blog comments
  • Step 3 – Create Your Target Profile
    • Target Audience is age 24-50 males
    • $350 Billion in spending power
    • 16 to 19 hours online each week
    • 96% of them have joined social networks
    • 78% trust peer recommendations
    • Only 14% trust advertisements
    • Belong to:
    • Twitter: 31
    • Facebook: 33
    • LinkedIn: 39
    - Consumer 2.0 & Pew Internet
  • Step 3 – Create Your Target Profile
    • Find key attributes from listening
    • Chart out their presence in social media
    • Market Segmentation
    • Demographic
    • Age, Gender, Family Size, Social Class, Income
    • Geographic
    • Region, Population, Climate
    • Psychographic
    • Activities, Interests, Opinions, Attitudes
    • Behavioralistic
    • Brand Loyalty, Benefits Sought, Readiness to Buy
    • Continue to gather customer information along the way
  • Step 4 – Set Specific Goals
    • Brand Awareness/Advocacy
    • Increase Traffic/Opt-ins
    • Business Partnerships
    • Search Engine Results
    • Generate Leads
    • Reduce CRM Costs
    • Increase Revenue
  • Step 5 – Join the Conversation
    Phases of Social Equity
    • Low Equity
    • Value & Fun
    • Qualify fans and followers
    • Medium Equity
    • Increase long-term communication
    Social Commerce
    • High Equity
    • Product reviews, exclusive pricing, product previews, registration
  • Step 5 – Join the Conversation
    Establish an Editorial Calendar
    • Choose a specific schedule for days you will be posting
    • Helps stay on track and organize content
    • Be consistent
    • Refer to the calendar when you need content ideas
  • Step 5 – Join the Conversation
    Be Transparent and Authentic
    • Don’t be evasive
    • Offer your name, title, organization, experience
    • Admit your interests in the topic
    • Define your credibility
    • Be consistent across all SM profiles and platforms
  • Step 5 – Join the Conversation
    Think conversation, not campaign
    • Don’t focus on selling
    • Ask questions/Respond
    • Provoke engaging dialogue
    • Earn a reputation
  • Step 5 – Join the Conversation
    Be the expert in your industry
    • Write about what you know, and offer insights to those who ask for it
    • Offer links to resources you find
    • Those authors might return the favor
    • When consumers trust your content, they’ll trust your products
  • Step 5 – Join the Conversation
    Have rules of engagement
    • Know what to do with negative comments
    • Determine who will be involved in responses
    • Admit mistakes and thank those who bring it to your attention
    • Respond kindly
    • Turn brand detractors into advocates
  • Step 6 – Measure ROI
    What is ROI?
    • Non-financial
    • Visitors, WOM, Page Views, Fans, Followers
    • Financial
    • Sales, Revenue, Transactions, Coupons
    ROI can not be measured only in $ revenue for a specific period there are lot many intangible advantages
  • Step 6 – Measure ROI
    Establish before/after baseline
    • What did your online environment look like before social media?
    • 5.5% YoYgrowth (YoY – Year over Year)
    • What does it look like now?
    • 23.5% YoY growth
    • What caused the increase/decrease?
  • Step 6 – Measure ROI
    Develop activity timelines
    • Diagram exact dates in which key social media activities occurred
    • 8/11 blog started
    • 8/13 facebook page started
    • 9/15 FB ad campaign begins
    • 9/17 FB ad stops
    • 10/22 product mentioned on analytic website
    • Any events that may impact the campaign
    • Milestones
    • 500/1000/10000 fans
    • First link with 100 clicks
  • Step 6 – Measure ROI
    Look at Key Performance Indicators
    • Transactions
    • New Customers
    • Sales
    • Revenues
    • Average Order size
    • Funnel Goal Completions
    Be specific
    • Frequency, Reach, Yield
    • How often, How Many, How Much
  • Step 6 – Measure ROI
    Overlay all timelines and look for patterns
    • SM activities
    • SM data
    • Website Metrics
    • Store Transactions
    • Loyalty Metrics
  • Step 6 – Measure ROI
    Prove relationships
    How were specific metrics related to social media efforts?
    • Facebook Promo
    • Product Launch
    • Coupon Offer
    • Twitter Contest
  • Budgeting for A Successful Social Media Plan
    Wait… isn’t Facebook free?
  • Determining SM Budget
    Allocation vs. Addition
    • What are your goals?
    • How much is your overall marketing budget?
    • What tactics are you currently using? How are they working?
    • What are your internal resources?
    • - Ignite Social Media Blog 2008
  • Budgeting for Social Media
    • Time
    • Design & Branding
    • Analytic Tools
    • Social Monitoring
    • Automation applications
    • Social Media Advertising
    • Outsourcing/Consulting
  • Levels of Social Media Engagement
    Level I
    • Placeholders
    • Securing a username, setting up fan pages
    Level II
    • Short-term promotion
    • Answering questions
    • finding key influencers in your industry
    • Writing radicals*
    • Write microblogs *
    Level III
    • Dedicated Strategic Engagement
    • Active profiles on several platforms
    • Promotions, contests, active content distribution
    • Making Presentations, Day to day polls and content feed back process *
    Determine your level of engagement and budget for time accordingly.
  • Bringing it Together
    Ok… but where do I start?
  • Tips to get started
    • Start with the platforms you can actively maintain
    • What outsourcing is needed?
    • Design, development, content management , brand monitoring, audience research
    • Plan your content flow
    • Tools which gives you SMM progress analysis
    • HootSuite
    • Tweetdeck
    • Sendible
  • Additional Resources
    • Engage – Brian Solis
    • Trust Agents – Tara Hunt
    • Six Pixels of Separation – Mitch Joel
    • The New Community Rules - Tamar Weinberg