Stark Summit Social Media Roundtable Presentation 081412


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Presentation covers social media and branding strategies for individuals and organizations.

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Stark Summit Social Media Roundtable Presentation 081412

  1. 1. Strategies for Social Media SuccessStark/Summit Social Media Roundtable Social Media Marketing Presentation 8/14/12 Vicki Boatright AKA Artist BZTAT
  2. 2. Strategy is Key Social Media without a strategy is like a car without brakes. You can drive and you can steer but you have no way of keeping yourself from crossing the boundaries.
  3. 3. Building Your Brand To develop a good social media strategy, you need to establish your “Brand”. Social media is most effective when you have a solid brand, meaning that you have a unique and recognizable presence with a product, service, or other element of value to others.
  4. 4. Building Your Brand The specific arena of services that you promote and how you define your role as a resource determine your value to others.
  5. 5. What is your vision, yourmission, and your core values? Vision – What do you aspire to be? What do you hope to become? Mission – What do you do? What is your purpose for doing what you do? Core values – Values that guide your organization’s actions and how persons conduct themselves on behalf of the organization.
  6. 6. Who is your target audience? Who are the people that you most want to reach? What is important to them? What is of value to them that you can fulfill for them? Current clients, potential clients, referents, etc. are all included in your target audience.
  7. 7. What is your Value to Consumers? What is the unique value that you offer to your target audience? What is it about you that is unique and makes you different than other similar organizations? Try to pare it down to a simple, basic statement that can be articulated descriptively yet succinctly.
  8. 8. What is distinctive about the“product” that you offer? What is it about your “product” that is distinctive and desired by your audience? What makes your offerings stand out as something that your target audience cannot live without? What solutions do you offer to your audience that they cannot find elsewhere?
  9. 9. Social Marketing Marketing of the Past: Marketers decided what they wanted consumers to receive, assuming they knew what consumers wanted or needed. Social Marketing: Consumers engage with you and let you know what they want, and they let you know when you are missing the mark. Social Marketing is SOCIAL. It is an interaction instead of a marketer pushing an idea onto a public whether they want it or not.
  10. 10. What do you want people to besaying about you? When people talk about your organization, what do you want them to be saying? What ARE they saying currently? Are you listening? What can you do to better articulate your message so that your audience’s image of you better matches the perception you want them to have?
  11. 11. Develop Your Strategy After you have defined your target market, define how you plan to reach them and interact with them. Follow others who are doing what you want to do well and get ideas from them. Google to get ideas. Decide the best SM platforms to use for reaching your target audience. Decide the best SM platforms to use for inbound gathering of information and resources.
  12. 12. Inbound and Outbound Social media is social. Engagement is extremely important. SM is not just about putting things out there. It is also taking things in. Inbound: feedback from consumers or referents; gathering new information and resources; learning about issues affecting your target audience, etc. Outbound: distributing salient resources; marketing services and events; responding to questions and concerns; issuing public announcements, etc.
  13. 13. Define Boundaries Decide on types of info that you want to disseminate. Identify “Don’t go there!” areas. Have an ongoing dialogue about how to address concerns with confidentiality, over-sharing or other types of inappropriate postings from your followers, and other issues that could arise. Determine how you wish to set privacy settings. This may vary at times depending on circumstances.
  14. 14. Social Media Platforms Facebook Twitter LinkedIn YouTube Google+ Pinterest Many, many others!
  15. 15. Facebook and Twitter Facebook- Probably the best place to start as more people are there and getting info there. Twitter is a world of it’s own, yet becoming more attractive to young people. Both are a good place to develop a presence as a resource and place to go for information.
  16. 16. LinkedIn Good place to connect with other professionals to get new information and articles to post. Good place to post information for recruitment and other professional purposes.
  17. 17. YouTube Develop your own “Channel” where you can share videos that are relevant to target audience’s interests. Videotape conferences or do video blogs of interviews with local experts.
  18. 18. Google+ and Pinterest Google+ Still somewhat a “frontier town”. Place to meet new people who share your passion as opposed to place to connect with people you already know. Good idea to develop a presence simply for Search purposes. Pinterest Very visual. Not necessarily a primary network, but can be used creatively.
  19. 19. “I can’t do it all!” Choose one or two platforms to focus on. Use opportunities to post to more than one platform at a time (HooteSuite, Tweetdeck, Facebook to Twitter, etc.). Branch out once you feel you have developed confidence with one or two platforms.
  20. 20. What do I post? Each platform is unique, but some basic postings work for all. Links to articles and other web info. (Good to add some comment or intro.) Ask questions to stimulate discussion. Promotional information. Photos, quotes and infographics. Images have a lot of power.
  21. 21. Content is King Important to share content that is relevant and interesting to your audience on a regular basis. Content that encourages engagement creates loyalty. Some things can be light and fun, while others more serious. Follow a number of blogs or organizations via social media and re-share their content.
  22. 22. How often should I post/engage? You get out of it what you put in. Your results will correlate with your investment of time and energy. Facebook Engage and respond often. Post 2-3 articles or other types of info. a day. You can post the same thing more than once, but not too often. Twitter Engage and respond often. Post more frequently as it is a much more rapid platform.
  23. 23. Make a Hub Your website is the best place for your hub. All roads lead in and out. Put social media buttons on website. Put links to website on all SM profiles. Complete all SM profiles with as much info as you can without being boring. Make it easy for people to find you wherever you are!
  24. 24. Blogging A blog is a good way to share information in a more comprehensive fashion. Blogs enhance your search engine visibility. Guest posts from local experts. News and promotions. Make sure blog posts go into all your SM feeds.
  25. 25. Getting an engaged following Friends, family and colleagues. Providers and other community professionals. Use the “Hub”. Comment on other FB pages or blog posts or engage in other ways. Contests and other promotions to engage followers. Encourage others to share content. Put QR codes linking to SM pages on promotional literature. Paid ads.
  26. 26. What is your plan for followingthrough? Follow through is critical. You must be prepared to live up to the expectations that you create. You need to develop a plan of action and follow through with it. Revisit your strategy and adapt to the changing technologies and trends. Ensure that all who are part of the plan understand and are committed to the strategy you develop.
  27. 27. My Schtuff @BZTAT on Twitter ( BZ TAT and BZTAT Studios on Google+
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