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BUILDING A SOCIAL MEDIA STRATEGY SARA MEANEY, PARTNER COMET BRANDING – HANSON DODGE CREATIVE  PLANNING AND PROCESS
<ul><li>OVERVIEW </li></ul><ul><li>First Things First: Readiness Assessment  </li></ul><ul><li>Setting Goals </li></ul><ul...
READINESS ASSESSMENT © Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>CORPORATE DARWINISM? </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>ORGANIZATIONAL READINESS? </li></ul><ul><li>Management buy-in? </li></ul><ul><li>Communications policy in place? <...
<ul><li>GROWING BUSINESS USAGE </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>GROWING BUSINESS USAGE </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>DOING SOCIAL VS. BEING SOCIAL </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved.
SETTING GOALS © Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>BENEFITS </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved. Social Media Explorer n = 1898 m...
<ul><li>WHERE TO START? </li></ul><ul><li>What are you trying to achieve? </li></ul><ul><li>What are the expectations? </l...
<ul><li>SOCIAL SPANS THE ORGANIZATION </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved.
RESEARCH © Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>LOCATE THE AUDIENCE </li></ul><ul><li>Use key words, industry forums to focus your efforts  </li></ul><ul><li>Wher...
<ul><li>ASSESS COMPETITION </li></ul><ul><li>How do they rank in search engine results? </li></ul><ul><li>Where else do th...
<ul><li>USER EXPERIENCE: B2C </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>USER EXPERIENCE: B2B </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>ASSESS YOURSELF </li></ul><ul><li>SEO position? </li></ul><ul><li>Are you findable? </li></ul><ul><li>Is your site...
<ul><li>RESEARCH TOOLS </li></ul><ul><li>Google: Analytics, Alerts, Search </li></ul><ul><li>Industry organization sites, ...
<ul><li>SPECIALIZED RESEARCH TOOLS </li></ul><ul><li>Sentiment analysis </li></ul><ul><li>Quality of comments </li></ul><u...
DEFINING STRATEGIES © Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>ANALYZE YOUR FINDINGS </li></ul><ul><li>What did you learn? </li></ul><ul><li>Where are the best opportunities? </...
<ul><li>ALIGN STRATEGIES BEHIND GOALS </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved. <ul><li>Sal...
<ul><li>COMMON STRATEGIES </li></ul><ul><li>Drive online traffic to key online destination(s) </li></ul><ul><li>Produce co...
<ul><li>CONVERSION </li></ul><ul><li>Conversion is the name of the game: </li></ul><ul><ul><li>Targets into audience membe...
TACTICAL EXECUTION © Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>TACTICS SUPPORT EACH STRATEGY </li></ul><ul><li>Build and populate company blog with consistent, valuable informat...
<ul><li>WEBSITES GET MORE SOCIAL </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved.
MEASUREMENT AND REPORTING © Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>WHAT IS SUCCESS </li></ul><ul><li>28% measure through website traffic and inbound links </li></ul><ul><li>18% meas...
<ul><li>WHAT CAN YOU MEASURE? </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>WHAT CAN YOU MEASURE? </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>WHAT CAN YOU MEASURE? </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>WHAT CAN YOU MEASURE? </li></ul>© Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>WHAT TO MEASURE? </li></ul><ul><li>Ex. Drive traffic to X site.  </li></ul><ul><ul><li>So did you? </li></ul></ul>...
<ul><li>WHAT TO MEASURE? </li></ul><ul><li>Ex. Increase brand awareness.  </li></ul><ul><ul><li>How to measure? </li></ul>...
<ul><li>MEASUREMENT TOOLS </li></ul><ul><li>Free: </li></ul><ul><ul><li>Google Analytics, Google Alerts </li></ul></ul><ul...
<ul><li>SETTING TARGETS </li></ul><ul><li>What is the baseline? </li></ul><ul><li>What is a reasonable delta? </li></ul><u...
CONCLUSIONS © Hanson Dodge Creative + Comet Branding, All rights reserved.
<ul><li>CONCLUSION </li></ul><ul><li>Assess business readiness </li></ul><ul><li>Set goals based on realities </li></ul><u...
THANK YOU © Hanson Dodge Creative + Comet Branding, All rights reserved.
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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.

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

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Transcript of "Building a Social Media Strategy"

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