Social media strategy
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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"...

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); http://en.wikipedia.org/wiki/Industrial_market_segmentation
  • 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 Social media strategy Presentation Transcript

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