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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
  • Transcript

    • 1. Social Media Marketing
      How to get it right!
      1
      Håkan Söderbom
      http://konsultpartners.com
    • 2. After this, you will…
      Not panic!
      Have a framework for preparing social marketing
      Know how to execute social marketing activities
      2
    • 3. Håkan Söderbomwww.HakanSoderbom.com
      3
    • 4. Strategy + Execution
      4
      www.KonsultPartners.com/presentations
      Make it facts based!
      Measure
      Conversation
      Where
      Engage & Activate
      Content
      What
      Listen & Respond
      Audience
      Who
    • 5. 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
    • 6. 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
    • 7. 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
    • 8. Part 2
      8
      www.KonsultPartners.com/presentations
      Measure
      Engage & Activate
      Listen & Respond
    • 9. Listen & Respond
      9
      Keywords
      Alerts
      Sentiment
      Brand
      Products
      Competitors
      Reputation Management
      Starter
      Premium
      Point!
      Listen to the grape-vine, use tools to stay up-to-date.
      Respond to create influence and visibility.
      9
    • 18. 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!
    • 19. 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
    • 20. ACC LR EA M
      Audience Segmentation
      Content Strategy
      Conversation Strategy
      Listen & Respond
      Engage & Activate
      Measure
      12
      CARL MACE™
    • 21. 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
    • 22. Our strategy
      Visible
      Valued
      14
    • 23. 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
    • 24. Thank You!
      http://konsultpartners.com
      http://hakansoderbom.com
      16