Creating a Social Media Strategy

Creating a Social Media Strategy Plan and design for engagement Presented by Debra Askanase

Today’s agenda1. Preparing to Be Strategic – Assess current and future assets – Environmental scan and competitive analysis2. Understanding Engagement (Theory) – How to design for engagement3. Designing the strategy – Mind mapping – Choosing the platforms – Tactics4. Measurement1. Sample strategy: MedicalBoards Plus

http://www.flickr.com/photos/lenore-m/312319615/

The world of social media tools Communication Collaboration Multimedia Entertainment Reviews and Opinions

I. Preparing to Be Strategic Evaluate assets Staff and expertise reality check

Evaluate your own assets Website Top Mailing list Social media followers three Customers factors Other stakeholders Personnel time for SM for Brand sentiment social Budget media success

5,000 or 500? http://www.flickr.com/photos/8816624@N08/3698104807/

Staff time and expertise reality check http://www.flickr.com/photos/17571763@N00/1489000905/

The biggest myth I hear“social media is free”

80% of the strategy is the social media competitive analysis http://www.flickr.com/photos/sirwiseowl/369651482/in/set-72157594511052954/

A competitive analysis is An overview of how your primary competitors are using social media, and what you can learn from them. It is the foundation of any good social media strategy.It is also a comparable analysis where there are relevant examples to learn from and understand of how comparable companies or industries are using social media.

Value of a competitive analysis• Find the bright spots (*Switch)• Understand how the competition using social media• Understand the value proposition of your competitors’ social media spaces• Find out what would not work• Find the opportunity…is the foundation for the social media strategy

A competitive analysis includes• Analysis of of 4-6 competitors• How the website itself integrates social media• How the website is/is not engaging• URLs of each social media platform, and # of followers/fans/friends on each• Highlights of bright spots and interesting approaches• May include screen shots of competitor activities• Summary and analysis of what is and is not working for the competitors

II. Understanding Engagement Theory Evaluate assets Staff and expertise reality check

The social media funnel Move to Action Creates TrustSocial Media Engage

You can design engagement http://www.flickr.com/photos/89165847@N00/5876255457/

Diagram courtesy of Darim Online

Design engagement for highest ROE Engage Contribute Participate Create Create a Post Become a Visit video, me reviews fan Watch ssage, twe Give Friend Download et, blog feedback Follow Read post Vote Join Play product Contribute Discuss about the ideas company Lowest to highest Return on Engagement* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

Creators talked and proactively shared information about the brand the most. They also influenced buying decisions the most.Low-level engagement by itself did not produce significant ROE

How they influenced purchasing Engage Contribute Participate Create Create a Post Become a Visit video, me reviews fan Watch ssage, twe Give FriendDownload et, blog feedback Follow Read post Vote Join Play product Contribute Discuss about the ideas company 20% 26% 32% 35% Percentage of each group that spurred a purchase

Companies can leverage trust and reciprocity to strengthen relationship ties *You will see more engagement if your organization is personalhttp://www.flickr.com/photos/57038784@N00/2215481444/

Trust = authenticity, transparency

Trust = authenticity, transparency Be the person behind the logo

Reciprocity = co-creation

Reciprocity = friends helping each other

ROE is fan engagement and trust Engage Contribute Participate Create Create a Post Become a Visit video, me reviews fan Watch Give TRUST Friend ssage, twe Download et, blog feedback Follow Read post Vote Join Play product Contribute RECIPROCITY Discuss about the ideas company

Summary: designing engagement Design different ways to become engaged onlineBe authentic and transparent: create trust Integrate co-creation into your engagement strategy Your new role: Chief Conversation Officer

III. Designing the Strategy The value of mind maps Choosing the right platforms Creating value Tactics

Overall StrategyPlatforms Website Tactics CampaignsTactics ROI

Blogging Micro RSS Feeds BloggingMessage PhotoBoards Choose Sharing your tools Chat Video Rooms Sharing Social Networking Podcasts Widgets

Create your social strategy Create Metrics Map Tactics to SupportSelect Platforms Goals and add Value

Major components of a strategy ResourcesDefiningPlatforms and BudgetCampaigns Time Staff Activities Goals Success Metrics Website Integration

Your website isn’t just your URLIt’s your entire Social Web

Mind mapsMind map of B2B vendor (live demo)

IV. Measurement Start with SMART goalsMeasure what you need to know

First define SMART goals http://www.flickr.com/photos/lululemonathletica/3876552794/

Be sure the activities and outcomes follow from goalsDefine Realize Design social media Measurable Measurable Measurable Goals Activities Outcomes

Know what you want to measure http://idealware.org/facebook_survey

Return on EngagementThe metric tied to time and investment spent participating or interacting with other social media users, and in turn, what transpired thats worthy of measurement* Hat tip to Brian Solis for the inspiration http://socialmediatoday.com/index.php?q=SMC/176801

There are two types of measurements Engagement and activism measurements Status Measurementshttp://www.flickr.com/photos/55714700@N00/5383102286/ (leading to ROE)

Status measurements Engagement and activism measurementsNumbers that are not in Numbers that are in thethe context of social context of social mediamedia conversations, nor conversations, and oftenreflect the impact of reflect the impact ofsocial network social networkconversations conversationsLeading to ROE Are used to measure ROE

Status measurements alone do not tell the right storyGoal: sign up to play an online gameSocial media activity: TwitterStatus metric: number of Twitter followersThe Case of the 4,000 4,000 TwitterTwitter Followers Who followers in oneDon’t Care year!400 spammersOnly 3 followers that cared at allCouldn’t influence people to click links!No one playing game came from Twitter

If your social media strategy isn’t an engagement strategy,then you’re not realizing ROI

ROE and SMART goalsAre your fans taking the action that you asked themto do? Are they playing the online game? How many? From which social media channels? Benchmark: how do these actions compare with last month’s actions ?Look at what actions you’ve designed and theireffects on your SMART goals: what needs to betweaked, what is not working?

ROE is fan commitment and trust Build and track the levels of commitment: • Simply taking an action • Actively engaged • Making a commitmentCan you track the number of engaged fans takingaction vs. others from your online community?Measure actions by viewing your Google analytics, form sign-ups, etc.. Usebit.ly links, special landing pages, other to measure.Ask fans to cultivate others – measure the number of fans that move tosuperfans

Engagement you can measureParticipation – comments, interactions, usage ofwidgets, @messages, shares, likes, posts, tagsDegree of Authority – authoritative sites linking to yourURLs, talking to about yourcontent, organization, campaign Influence – size of user base subscribed to yourcontent, ability to influenceconversation, Klout/Twitalyzer, #RTs per post, hits towebsite from social sitesSentiment – how do people feel about you, % change Resource: http://www.beingpeterkim.com/2008/09/a-framework-for.html

Tweetathon: Tying it all together: • 258 people/1,524 tweets with #bluekey • 169% increase in web traffic #bluekey Tweetathon • led to >50% of key purchases that weekUsed with permission from USA for UNHCR

V. Sample Strategy Medical Boards Plus

Key ConceptsUSPs:• offer subspecialty, residency and exam prep• oral exam prep and competency skills• free written exam skills taking course• national in scopeValue to the core customer:• saves time• high quality• eases physicians’ concern about passing the exams• helps physicians to pass exams

Social Media GoalsPrimary Goal:Capture and dominate the medical board exammarket from resident to recertification throughouttheir careersSecondary Goal:Capture residency and written board exammarket

Current Social Media LandscapeVideo: Competitors offer little value – either a lecture ora PPT slides. ABC has a good home page video.Websites: Competitor sites are outdated, most focus onbranding the founder, no social media callouts fromhome page except on XXX website and XXX.Blog: Only XXXhas a blog – features the Tip of theMonthFacebook: XXX has a FB Page – nothing interesting Conclusion: MedicalBoards Plus is poised toattract and retain customers through social media

YouTube ChannelBranded MedicalBoards Plus YouTube Channel: • Create a branded channel for MedicalBoards Plus fans •Require that only subscribers can submit cases for review

YouTube ShowConcept Show:A spin-off of the “Judge Judy” type of show of courtroomcases – live on the spot, if possible. Two videosuploaded weekly: 5 min for case submissions, 5 min forcase review and reaction.Video One:• A doctor presents his case to Dr. ABC for review• Dr. ABC asks questions, and returns to give hisassessment.Video Two:• Dr. ABC gives his case analysis.• Quick reaction from initial doctor that submitted thecase.• Ask viewers to write (YT comments) their thoughts on

YouTube Value and ObjectivesUnique Value: • Weekly case review – inside information/test prep • EntertainingDevelops Loyalty: • Users can comment in the comments feature • Subscribers submit their cases to be featured • “What would you have done? Do you agree?”Objectives: • Gain regular channel subscribers and activity for loyalty, and SEO value • Attract new customers through YouTube videos • Deepen brand loyalty

YouTube MetricsSuccess metrics: • YouTube rank and visibility of channel and videos • Number of channel subscribers • Number of comments on videos (interaction) • Number of case review submissions • Inbound visits from YouTube to the website • Sales conversions

LinkedinCreate MedicalBoards Plus Company Profile• Create and complete profile for company• Highlight programs and special deals regularlyCreate MedicalBoards Plus Linkedin GroupCreate a Linkedin Group for all exam takers(residents, specific specialties) to discuss the test, testprep, and test issues.

BlogUnique Value: • Exam-focused information • Regular updates and relevant information to test- takers • More descriptive – gives “inside scoop” on the test • Content you can’t find elsewhereDevelops Loyalty: • Incredible value breeds loyalty • Invite readers to submit their tips and experiencesObjectives: • thought leadership •SEO and also Proactive reputation management

Blog MetricsSuccess metrics: • SEO rank • Number of inbound links and reposts by others • Number of subscribers (RSS, email) • Number of comments from readers/participation • Sales conversions

Social Media Work Schedule YouTube Linkedin Blog Twitter Channel Weekly upload Discussion items at Weekly or twice- JustHow often least weekly, more weekly respondto post? often is better Comment and rate Every other week or Two to three As neededHow often other videos so –if relevant to comments ato weekly, at least expertise week on other blogsparticipatein othergroups? Every video 250 members 100 subscribers Respond toGoals in first receives at least every3 months 10 comments, 50 mention channel subscribers

In summary Evaluate assets Assess the competitive environment Design along the ladder of engagementDefine your USP and conversation per platform Create a strategyKnow what you want to measure ahead of time

What experience will you design? http://www.flickr.com/photos/moriza/2565606353/

I’m always happy to answer follow-up questions!Email: debra@communityorganizer20.comLinkedin: linked.com/in/debraaskanaseTwitter: @askDebraView slides: slideshare.net/debaskTelephone: (617) 682-2977

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Creating a Social Media Strategy

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