So, You Want A Social Media Strategy?

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Michelle Shildkret …

Michelle Shildkret

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  • Trendpedia -a blog search engine that allows you to both track and graph topics as well as compare terms-


  • 1. So, You Want a Social Media Strategy?
    How to Use Social Media to:
    Talk to the right people
    Build brand awareness
    Promote your business
    Michelle Shildkret
  • 2. Why Social Media?
    There are over 200,000,000 blogs, with 54% of bloggers posting and tweeting daily
    To reach 50 million people, it took…
    Radio 38 years.
    TV 13 years.
    The Internet 4 years.
    The iPod 3 years.
    Facebook added 100 million users in less than 9 months.
    1 out of 8 couples married in the US last year met via social media
    By 2010 Gen Y will outnumber Baby Boomers, and 96% of them have joined a social network
    More than 1.5 million pieces of content are shared on Facebook daily
    Social media has overtaken porn as the #1 activity on the web
    iPod application downloads hit 1 billion in 9 months
    34% of bloggers post opinions about brands/products, and 78% of consumers trust peer recommendations
    YouTube has over 100,000,000 videos
    Ashton Kutcher and Ellen DeGeneres have more followers than the entire populations of Ireland Norway and Panama
    If Facebook were a country, it would be the 4th largest.
  • 3. OK! I GET it!
    Everyone is hanging out in
    “social media”.
    What do I do to reach them?
  • 4. Lets make a Facebook page RIGHT NOW!
    Awesome! I’ll sign us up on Twitter!
  • 5. Social Media is more than just Facebook and Twitter
  • 6. Slow down
    You need to answer a few questions first:
    Who do I want to reach/talk to?
    What are they interested in?
    Where do they hang out online?
    How do I take the cool stuff I have to share and use it to get involved in their conversations?
    How do I do it without looking like a marketing twat?
  • 7. 5 Basic Steps
  • 8. Step 1: Listen and Learn
    Social media = tools that facilitate conversations
    Understand what people are already talking about so you can figure out how to best get involved
    Choose the right keywords
    Some tools to get you started:
    Google Blogger Alerts
    Twitter Search
    Be specific and optimize
  • 9. Step 2: Get Ready
    Now it’s time to figure out the communications plan
    Set guidelines
    Define your target
    Define your strategy
    Don’t go overboard
    Figure out how you’ll measure success
  • 10. Step 3: Say Hi
    This is the fun part!
    Start reaching out to bloggers, leaving comments, growing presence on Twitter, uploading shareable content
    Make sure all activity furthers dialogue and builds relationships
    Stick your strategy
    Plan ahead
  • 11. Step 4: Get Offline
    Social media is no replacement for face-to-face interaction
    Use events, screenings, gallery openings, and meet-ups as opportunities to build even stronger relationships with the members of your online community
    This can be one-on-one or en masse, formal or totally casual
  • 12. Step 5: Measure How You’re Doing
    Measuring social media success begins by asking more questions:
    Did we learn something about our target that we didn’t know before?
    Did they learn something about us?
    Were weable to engage in new dialogue?
    What am I doing with the information I’m learning?
    Some free tools you can use:
    Trendpedia (blogs)
    Facebook analytics
    Twitter Grader / Twitalyzer
  • 13. Types of impact you can measure:
    • Visitors
    • 14. Impressions
    • 15. Positive word of Mouth/Complaints
    • 16. Interactions
    • 17. Click-throughs
    • 18. Positive press
    • 19. ReTweets & @mentions
    • 20. Media views (YouTube views, etc)
    • 21. Facebookfans
    • 22. Twitter followers
    • 23. Blog Buzz
    • 25. Embeds, Downloads & Installs
    • 26. Ratings
    • 27. Social Bookmarks
    • 28. Percentage of buzz containing links
    • 29. Influence of consumers reached
    • 30. Demographics of audience reached
    • 31. Social Media habits/interests of target audience
    • 32. Geography of participating consumers
    • 33. Polls taken / votes received
    • 34. Number of user generated submissions / Amount of user generated content
    • 35. Contest entries
    • 36. Attendance generated at in-person events
    • 37. Redemption rates from coupons
    Measuring Return of Influence
  • 38. Being Human Online
  • 39. The Basics
    • Be transparent and authentic
    • 40. Be human
    • 41. Listen to your audience and talk with them not at them
    • 42. Establish an ongoing dialogue
    • 43. Respect the knowledge and opinion of your followers / fans
    • 44. Create content which can be shared and adds value for the user
    • 45. Engagement comes in many forms - mix it up
    • 46. Don’t mislead
    • 47. Don’t spam
  • Social Media Party Guidelines
    Don’t just show up
    Bring gifts
    It’s a party – talk to everyone
    Make friends
    Make plans
  • 48. Good Content Builds Buzz
    Live events, experiential activity, digital content, TV shows, webisodes / viral video, contests, apps and widgets, stories, stunts and visual identities
    Blogger outreach & digital word of mouth, viral seeding, social networking strategy, active listening, CRM and community management
    Online Word of Mouth
    Offer Value
  • 49. Let’s Summarize
    Social media is a powerful tool- its not just Facebook
    You can use social media to understand what your audience thinks about you and how you can make yourself stronger
    You can use these channels to talk to influencers who might ignore you otherwise
    But you have to talk WITH them, not at them
    And make a plan so you know how to go
  • 50. How do you make that plan?
    Answer these questions, and you’ll be on your way
    • How does your audience use social media?
    • 51. Creators / Critics / Collectors / Joiners / Spectators
    • 52. What’s your thing? What makes you different?
    • 53. How will you make sure to be a human, not a marketing machine?
    • 54. What 3 metrics are you going to use to measure success/ROI?
    • 55. Who are you and what do you do, in less than 140 characters?
    • 56. Why are you in social media?
    • 57. What is your current relationship with your audience?
    • 58. Nothing, they don’t even know me!
    • 59. They’re aware of me, but there’s no give and take
    • 60. They love me! They’re doing things to promote me, yes!
  • I’m Michelle Shildkret
    I used to be an Industrial Designer
    Now I am the Head of Social Media and Digital Comms for Cake Group
    I love good food, my dog Waffle, running, travel and discovering new things
    You can find me online here:
    For conversational tidbits- Twitter: @miishi
    For things that make me laugh- Tumblr blog:
    For my credentials- LinkedIn: