Building a Social Media Strategy

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Sara Meaney presented to Dr. Stephen France’s MBA Internet Marketing class at University of Wisconsin – Milwaukee. …

Sara Meaney presented to Dr. Stephen France’s MBA Internet Marketing class at University of Wisconsin – Milwaukee.

Tactics include readiness assessment, goal-setting, strategy definition, tactical planning considerations, and monitoring and measurement approaches.

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  • 1.  
  • 2. BUILDING A SOCIAL MEDIA STRATEGY SARA MEANEY, PARTNER COMET BRANDING – HANSON DODGE CREATIVE PLANNING AND PROCESS
  • 3.
    • OVERVIEW
    • First Things First: Readiness Assessment
    • Setting Goals
    • Research
    • Defining Strategies
    • Tactical Execution
    • Measurement and Reporting
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 4. READINESS ASSESSMENT © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 5.
    • CORPORATE DARWINISM?
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 6.
    • ORGANIZATIONAL READINESS?
    • Management buy-in?
    • Communications policy in place?
    • Is the brand well-defined and understood internally?
    • Necessary/staff resources available?
    • Access to the necessary assets/content to sustain?
    • Necessary technical infrastructure?
    • Heavily regulated industry?
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 7.
    • GROWING BUSINESS USAGE
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 8.
    • GROWING BUSINESS USAGE
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 9.
    • DOING SOCIAL VS. BEING SOCIAL
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 10. SETTING GOALS © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 11.
    • BENEFITS
    © Hanson Dodge Creative + Comet Branding, All rights reserved. Social Media Explorer n = 1898 marketing execs
  • 12.
    • WHERE TO START?
    • What are you trying to achieve?
    • What are the expectations?
    • Who is the audience?
    • What do we want them to do?
    • What are the obstacles to achieving goals?
    • What is the timeline for achievement of goals?
    • What is the budget?
    • Who are the internal stakeholders?
    • What are the approval processes?
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 13.
    • SOCIAL SPANS THE ORGANIZATION
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 14. RESEARCH © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 15.
    • LOCATE THE AUDIENCE
    • Use key words, industry forums to focus your efforts
    • Where is the target audience hanging out online?
    • What are they doing there?
    • What are they looking for?
    • How are they interacting?
    • What are they saying? +/-
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 16.
    • ASSESS COMPETITION
    • How do they rank in search engine results?
    • Where else do they show up – 3 rd party media?
    • What are they doing online?
    • Have they made mistakes?
    • What are they NOT doing?
    • What are industry organizations doing?
    • What is being said about them?
    • Are they creating content?
    • UX?
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 17.
    • USER EXPERIENCE: B2C
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 18.
    • USER EXPERIENCE: B2B
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 19.
    • ASSESS YOURSELF
    • SEO position?
    • Are you findable?
    • Is your site user-friendly?
    • Is your site mobile-friendly? Should it be?
    • Ecommerce considerations
    • Are you mentioned in social media?
    • Is your website social or shareable?
    • Is the UX consistent with your brand?
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 20.
    • RESEARCH TOOLS
    • Google: Analytics, Alerts, Search
    • Industry organization sites, forums, discussion boards
    • Secondary research studies
    • YouTube
    • Twitter
    • Facebook
    • LinkedIn
    • Scribd, Slideshare
    • Company websites
    • Site rankings: Technorati, Quantcast, Alexa
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 21.
    • SPECIALIZED RESEARCH TOOLS
    • Sentiment analysis
    • Quality of comments
    • Industry key word frequency
    • Relative prominence/presence
    • Relative influence of community
    • Etc.
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 22. DEFINING STRATEGIES © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 23.
    • ANALYZE YOUR FINDINGS
    • What did you learn?
    • Where are the best opportunities?
    • What are the limitations?
    • What information is the audience seeking?
    • What can you offer to fill their needs?
    • What are the best platforms through which to do so?
    • Are there any existing gathering places online?
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 24.
    • ALIGN STRATEGIES BEHIND GOALS
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
    • Sales >>> Drive toward purchase location
    • Awareness >>> Drive toward content
    • Relationship >>> Drive toward community hub
    • Referral >>> Drive toward sharing of information
    • Lead generation >>> Drive toward information capture
    • Research >>> Drive toward opinion-gathering
    • SEO >>> Drive toward key word usage, linkage, volume
    • Foot traffic >>> Drive toward location-based incentives
  • 25.
    • COMMON STRATEGIES
    • Drive online traffic to key online destination(s)
    • Produce content that fills audience need:
      • Educate?
      • Entertain?
      • Alignment with influencers?
    • Build/optimize online properties for search engine results, content sharing and engagement
    • Cultivate and grow online community
    • Drive commentary/sharing on platforms (e.g. Facebook Likes, blog comments, ReTweets, etc.)
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 26.
    • CONVERSION
    • Conversion is the name of the game:
      • Targets into audience members
      • Audience members into participants
      • Participants into customers
      • Customers into ambassadors
      • Influencers into evangelists
      • TRAFFIC into ACTION
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 27. TACTICAL EXECUTION © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 28.
    • TACTICS SUPPORT EACH STRATEGY
    • Build and populate company blog with consistent, valuable information about X topic.
    • Produce series of videos that introduce team, product, service, culture, etc.
    • Post relevant and timely industry-related links through Twitter
    • Share interesting and relevant images, videos, conversations, articles, news, etc. via Facebook Page.
    • Capture and post appropriate quality images of team, products, events, etc. on photo-sharing site.
    • Produce research whitepapers, educational slide decks and post on Slideshare or Scribd.
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 29.
    • WEBSITES GET MORE SOCIAL
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 30. MEASUREMENT AND REPORTING © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 31.
    • WHAT IS SUCCESS
    • 28% measure through website traffic and inbound links
    • 18% measure through leads generated
    • R2i Integrated study
    • N=296
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 32.
    • WHAT CAN YOU MEASURE?
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 33.
    • WHAT CAN YOU MEASURE?
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 34.
    • WHAT CAN YOU MEASURE?
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 35.
    • WHAT CAN YOU MEASURE?
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 36.
    • WHAT TO MEASURE?
    • Ex. Drive traffic to X site.
      • So did you?
      • From where?
      • At what rate? Compared to before?
      • How long did they stay?
      • How many pages did they view?
      • Ecommerce outcome?
      • New visitors vs. returning visitors?
      • Etc.
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 37.
    • WHAT TO MEASURE?
    • Ex. Increase brand awareness.
      • How to measure?
      • Pass along rate
      • Comments, engagement of content
      • Video views, shares
      • Comparison to baseline awareness levels (if available)
      • Product content consumption
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 38.
    • MEASUREMENT TOOLS
    • Free:
      • Google Analytics, Google Alerts
      • Hootsuite
      • Facebook Insights
    • Subscription:
      • Jive
      • Radian 6
      • Alterian
      • Many others
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 39.
    • SETTING TARGETS
    • What is the baseline?
    • What is a reasonable delta?
    • What is your budget?
      • Cost per sale?
      • Cost per lead?
    • What is the timeline?
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 40. CONCLUSIONS © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 41.
    • CONCLUSION
    • Assess business readiness
    • Set goals based on realities
    • Do your research
    • Defining strategies to achieve business goals
    • Execute with focus in support of strategies
    • Measure and report on business-centric outcomes
    © Hanson Dodge Creative + Comet Branding, All rights reserved.
  • 42. THANK YOU © Hanson Dodge Creative + Comet Branding, All rights reserved.