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So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
So, You Want A Social Media Strategy?
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So, You Want A Social Media Strategy?

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Michelle Shildkret …

Michelle Shildkret
michelles@cakegroup.com
@miishi

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

    • 1. So, You Want a Social Media Strategy?<br />How to Use Social Media to:<br />Talk to the right people<br />Build brand awareness<br />Promote your business<br />Michelle Shildkret<br />michelles@cakegroup.com<br />@miishi<br />
    • 2. Why Social Media?<br />There are over 200,000,000 blogs, with 54% of bloggers posting and tweeting daily<br />To reach 50 million people, it took…<br />Radio 38 years.<br />TV 13 years.<br />The Internet 4 years.<br />The iPod 3 years.<br />Facebook added 100 million users in less than 9 months.<br />1 out of 8 couples married in the US last year met via social media<br />By 2010 Gen Y will outnumber Baby Boomers, and 96% of them have joined a social network<br />More than 1.5 million pieces of content are shared on Facebook daily<br />Social media has overtaken porn as the #1 activity on the web<br />iPod application downloads hit 1 billion in 9 months<br />34% of bloggers post opinions about brands/products, and 78% of consumers trust peer recommendations<br />YouTube has over 100,000,000 videos<br />Ashton Kutcher and Ellen DeGeneres have more followers than the entire populations of Ireland Norway and Panama<br />If Facebook were a country, it would be the 4th largest.<br />
    • 3. OK! I GET it! <br />Everyone is hanging out in <br />“social media”.<br />What do I do to reach them?<br />
    • 4. Lets make a Facebook page RIGHT NOW!<br />Awesome! I’ll sign us up on Twitter!<br />
    • 5. Social Media is more than just Facebook and Twitter<br />
    • 6. Slow down<br />You need to answer a few questions first:<br />Who do I want to reach/talk to?<br />What are they interested in?<br />Where do they hang out online?<br />How do I take the cool stuff I have to share and use it to get involved in their conversations?<br />How do I do it without looking like a marketing twat?<br />
    • 7. 5 Basic Steps<br />
    • 8. Step 1: Listen and Learn<br />Social media = tools that facilitate conversations<br />Understand what people are already talking about so you can figure out how to best get involved<br />Choose the right keywords<br />Some tools to get you started:<br />Google Blogger Alerts<br />Alltop<br />Twitter Search<br />Be specific and optimize<br />
    • 9. Step 2: Get Ready<br />Now it’s time to figure out the communications plan<br />Set guidelines<br />Define your target<br />Define your strategy <br />Don’t go overboard<br />Figure out how you’ll measure success<br />
    • 10. Step 3: Say Hi<br />This is the fun part! <br />Start reaching out to bloggers, leaving comments, growing presence on Twitter, uploading shareable content<br />Make sure all activity furthers dialogue and builds relationships<br />Stick your strategy<br />Plan ahead<br />
    • 11. Step 4: Get Offline<br />Social media is no replacement for face-to-face interaction<br />Use events, screenings, gallery openings, and meet-ups as opportunities to build even stronger relationships with the members of your online community<br />This can be one-on-one or en masse, formal or totally casual<br />
    • 12. Step 5: Measure How You’re Doing<br />Measuring social media success begins by asking more questions:<br />Did we learn something about our target that we didn’t know before?<br />Did they learn something about us?<br />Were weable to engage in new dialogue?<br />What am I doing with the information I’m learning?<br />Some free tools you can use:<br />Trendpedia (blogs)<br />Facebook analytics<br />Twitter Grader / Twitalyzer<br />
    • 13. Types of impact you can measure:<br /><ul><li>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
    • 24. Comments
    • 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</li></ul>Measuring Return of Influence<br />
    • 38. Being Human Online<br />
    • 39. The Basics<br /><ul><li>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</li></li></ul><li>Social Media Party Guidelines<br />Don’t just show up<br />Bring gifts<br />It’s a party – talk to everyone<br />Make friends<br />Make plans<br />
    • 48. Good Content Builds Buzz<br />Communications<br />Content<br />Live events, experiential activity, digital content, TV shows, webisodes / viral video, contests, apps and widgets, stories, stunts and visual identities<br />Blogger outreach & digital word of mouth, viral seeding, social networking strategy, active listening, CRM and community management<br />Online Word of Mouth<br />Offer Value<br />
    • 49. Let’s Summarize<br />Social media is a powerful tool- its not just Facebook<br />You can use social media to understand what your audience thinks about you and how you can make yourself stronger<br />You can use these channels to talk to influencers who might ignore you otherwise<br />But you have to talk WITH them, not at them<br />And make a plan so you know how to go<br />
    • 50. How do you make that plan?<br />Answer these questions, and you’ll be on your way<br /><ul><li>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!</li></li></ul><li>I’m Michelle Shildkret<br />I used to be an Industrial Designer<br />Now I am the Head of Social Media and Digital Comms for Cake Group<br />I love good food, my dog Waffle, running, travel and discovering new things<br />You can find me online here:<br />For conversational tidbits- Twitter: @miishi<br />For things that make me laugh- Tumblr blog: http://miishi.tumblr.com<br />For my credentials- LinkedIn: http://linkedin.com/miishi<br />

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