Social media strategy


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This presentation introcudes a framework for social media strategy and execution. The framework goes under the working name "Carl Mace TM"

The purpose is to shift the focus away from the tools (Twitter, Facebook, YouTube etc) to what really matters in interactions with other people, i.e. understanding the audience, creating remarkable content, and engaging in a conversation.

The framework also addresses three execution steps: 1) Listen and respond, 2) Engage and Activate, and 3) Measure,

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  • We prefer to do business with people we like. It is a human reaction. To know what we can do to get “liked” we need to understand what is important to them, what triggers their emotions, and what would make them trust us.From Wikipedia, April 12, 2011:Demographics: “Commonly used demographics include gender, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and even location.”“Firmographics are the characteristics of an organization especially when used to segment markets in market research. What demographics are to people, firmographics are to organizations. Commonly-used firmographics include employee size, revenue size, industry, number of locations and location of headquarters. Distributions of values within a firmographic variable, and across organizations, are both of interest, as well as trends over time.”"Psychographics is the study of personality, values, attitudes, interests, and lifestyles.”Two-stage market segmentation (Wind & Cardozo Model): Macro-segmentation centers on the characteristics of the buying organization [as whole companies or institutions] (Company / organization size, Geographic location, SIC code,Purchasing situation, Type of institution). Micro-segmentation focuses on factors that matter in the daily business; this is where “the rubber hits the road”. The most common criteria include the characteristics of the decision-making units within each macro-segment. (Buying decision criteria, Attitudes towards the supplier);
  • Relevance drives resultsWikipedia:Content strategy has been described as "the practice of planning the content creation, delivery, and governance”
  • In the next presentation we will look at a strategic framework that helps us deploy and use the social tools in effective ways.
  • Becoming VisibleRight placesRight keywordsGo where they goBring them to youBecoming ValuedHave something to sayBe remarkableEngage in a conversation
  • Social media strategy

    1. 1. Social Media Marketing<br />How to get it right!<br />1<br />Håkan Söderbom<br /><br />
    2. 2. After this, you will…<br />Not panic!<br />Have a framework for preparing social marketing<br />Know how to execute social marketing activities<br />2<br />
    3. 3. Håkan Sö<br />3<br />
    4. 4. Strategy + Execution<br />4<br /><br />Make it facts based!<br />Measure<br />Conversation<br />Where<br />Engage & Activate<br />Content<br />What<br />Listen & Respond<br />Audience<br />Who<br />
    5. 5. Audience<br />5<br /><br />Keywords<br />Segmentation<br />Demographics<br />Firmographics<br />Psychographics<br />2-stage/5-stage/bottom-up<br />Persona<br />Affinity<br />Admire<br />Similar<br />Point!<br />Audience segmentation helps you understand what engages your customer<br />Helpful<br />Trusted<br />Engaging<br />
    6. 6. Content<br />6<br /><br />Keywords<br />Relevance<br />Remarkable<br />Experiences<br />Media<br />Differentiation<br />Curating<br />Schedule<br />Creation<br />Delivery<br />Governance<br />Point!<br />The right content is what enables you to engage and captivate your customer<br />Ownership<br />Schedule<br />SEO<br />
    7. 7. Conversation<br />7<br />Keywords<br />Listening<br />Dialog<br />Destinations<br />Multipliers<br />Tone<br />Timing<br />Point!<br />The conversation is the new marketing component that is effective with both individuals and crowds.<br />7<br />
    8. 8. Part 2<br />8<br /><br />Measure<br />Engage & Activate<br />Listen & Respond<br />
    9. 9. Listen & Respond<br />9<br />Keywords<br />Alerts<br />Sentiment<br />Brand<br />Products<br />Competitors<br />Reputation Management<br />Starter<br /><ul><li>Google Alerts
    10. 10. SocialMention
    11. 11. Twilert
    12. 12. Technorati
    13. 13. Google Reader
    14. 14. Summize
    15. 15. LinkChecker</li></ul>Premium<br /><ul><li>Radian 6
    16. 16. BuzzLogic
    17. 17. Visible Tech.</li></ul>Point!<br />Listen to the grape-vine, use tools to stay up-to-date.<br />Respond to create influence and visibility.<br />9<br />
    18. 18. Engage & Activate<br />10<br /><br />Keywords<br />Trusted source<br />Conversation leader<br />Create response<br />Point!<br />Grow your online “portal” and bring people “home” where you are in control.<br />Get people to “do” something!<br />
    19. 19. Measure<br />Corporate goals and metrics<br />Understand what is in place<br />Add what new media enables<br />Create baseline figures and insight<br />Align with social media metrics<br />Track activity produced (activity)<br />People seeing your activity (reach)<br />Responses (engagement)<br />Refine and repeat<br />After the first round, put measurement first<br />11<br /><br />
    20. 20. ACC LR EA M<br />Audience Segmentation<br />Content Strategy<br />Conversation Strategy<br />Listen & Respond<br />Engage & Activate<br />Measure<br />12<br />CARL MACE™<br />
    21. 21. Other<br />Organization & the Team<br />The role of the Social Media Lead<br />Baseline your presence<br />The Marketing Mix<br />Events<br />Sales meetings<br />Collateral<br />eMail<br />Websites<br />Integration<br />Technical<br />Processes<br />People<br />13<br /><br />
    22. 22. Our strategy<br />Visible<br />Valued<br />14<br />
    23. 23. Call to Action<br />Call for advice<br />LinkedIn profile review<br />Recommend to project owners<br />Small: set up personal or company website <br />Large: worldwide social media for Boeing<br />Photographs<br />PNG with transparent background<br />JPG with standard background<br />$10, pay to PayPal:<br />15<br /><br />Doesn’t have to cost much, or anything<br />
    24. 24. Thank You!<br /><br /> <br />16<br />