What's your social media strategy?
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What's your social media strategy? Presentation Transcript

  • 1. Presents What’s Your Social Media Strategy? Kim Pittaway
  • 2. What we’ll cover
    • 4 case studies
    • 5 essential steps
    • 7 key questions
    • 1 mega-question
    • And a bunch o’ resources
  • 3. All in 90-ish minutes
  • 4.
    • GO!
  • 5. case studies
  • 6. “ I don’t think I got it” Patrick Walsh & Outdoor Canada
  • 7.  
  • 8.
    • Joined in fall 2009
    • Didn’t “get it”
    • Wasn’t until fall 2010 that he ramped up his efforts
  • 9. “ I treat it like a game. And I want to win.”
  • 10. What does winning look like?
    • 1,000+ followers
    • The RIGHT followers
    • A network of connections
  • 11. “ I look at it as a link in the chain to move people to the magazine and the website”
  • 12. What did he do?
    • Build a following by following
  • 13. What did he do?
    • Build a following by following
      • Target influencers
  • 14. What did he do?
    • Build a following by following
      • Target influencers
      • Search for enthusiasts
  • 15. What did he do?
    • Build a following by following
      • Target influencers
      • Search for enthusiasts
      • Mine their lists and followers
  • 16. What did he do?
    • Build a following by following
      • Target influencers
      • Search for enthusiasts
      • Mine their lists and followers
      • Flattery works: RT intelligently
  • 17. What did he do?
    • Build a following by following
      • Target influencers
      • Search for enthusiasts
      • Mine their lists and followers
      • Flattery works: RT intelligently
      • M and DM to ask smart questions, point them to key resources
  • 18. What did he do?
    • Create connections by creating content
  • 19. What did he do?
    • Create connections by creating content
      • 30 best fishing spots in magazine
  • 20. What did he do?
    • Create connections by creating content
      • 30 best fishing spots in magazine
      • Blog post listing locations--but pushing back to mag for details
  • 21. “ The blog post was my excuse to bug people”
  • 22.  
  • 23. What did he do?
    • Tweet to be RTed--all to drive web traffic
  • 24. What did he do?
    • Tweet to be RTed--all to drive web traffic
      • Twitter messages to key provincial tourism and conservation groups pointing them to the content. Why? To get them to RT--& follow
  • 25. What did he do?
    • Tweet to be RTed--all to drive web traffic
      • Twitter messages to key provincial tourism and conservation groups pointing them to the content. Why? To get them to RT--& follow
      • Links get RTed more often than comments
  • 26. “ It’s early days, but we are measuring traffic”
  • 27. Don’t forget to have fun
  • 28. “ It’s all about exposure for the brand” Kat Tancock & Best Health
  • 29.  
  • 30. What does exposure look like?
  • 31. How did they do it?
    • Build a following by following
  • 32. How did they do it?
    • Build a following by following
      • Keyword searches for yoga, running, kale, salads
  • 33. How did they do it?
    • Build a following by following
      • Keyword searches for yoga, running, kale, salads
      • Targeted key influencers
  • 34. How did they do it?
    • Keep it manageable
  • 35. How did they do it?
    • Keep it manageable
      • Create routines/traditions
      • Tip of the Day: links to web version of TOTD newsletter
  • 36. How did they do it?
    • Keep it manageable
      • Create routines/traditions
      • Tip of the Day: links to web version of TOTD newsletter
      • Tweet at least once a day at 9 am--anything else is bonus
      • Facebook updates no more than twice a day
  • 37. How did they do it?
    • Trigger conversations
  • 38. How did they do it?
    • Trigger conversations
      • Point to content, ask for input
        • Salad recipes: What’s your favourite salad green?
        • Work-out songs: What work-out song keeps you motivated?
  • 39. How did they do it?
    • Trigger conversations
      • Point to content, ask for input
        • Salad recipes: What’s your favourite salad green?
        • Work-out songs: What work-out song keeps you motivated?
      • Close the loop
        • Feature content back in the magazine
  • 40. How did they do it?
    • Target key bloggers--and give them an incentive to drive traffic to you
  • 41. “ We wanted to reach out. And we wanted to do something positive to support health bloggers”
  • 42.  
  • 43. How did they do it?
    • Editors collected list of bloggers they liked
  • 44. How did they do it?
    • Editors collected list of bloggers they liked
    • Sent messages: Nominate yourself or others
  • 45. How did they do it?
    • Editors collected list of bloggers they liked
    • Sent messages: Nominate yourself or others
    • Editors selected finalists
  • 46. How did they do it?
    • Editors collected list of bloggers they liked
    • Sent messages: Nominate yourself or others
    • Editors selected finalists
    • Community votes on finalists
  • 47. How did they do it?
    • Editors collected list of bloggers they liked
    • Sent messages: Nominate yourself or others
    • Editors selected finalists
    • Community votes on finalists
    • Bloggers driving traffic back to site to vote
  • 48. How did they do it?
    • Editors collected list of bloggers they liked
    • Sent messages: Nominate yourself or others
    • Editors selected finalists
    • Community votes on finalists
    • Bloggers driving traffic back to site to vote
    • BH supporting with Twitter and FB
  • 49. “ Twitter and Facebook is our limit for now. There’s only so much time in a day.”
  • 50. “ Twitter is bigger. Facebook is more engaged.”
  • 51. “ It’s all about visibility” Lisa Murphy and Canadian House & Home
  • 52.  
  • 53. What does visibility look like?
    • 5,600 Facebook fans
  • 54. How did they do it?
    • Building a following by following
  • 55. How did they do it?
    • Building a following by following
      • RT strategically: influential people in their category
  • 56. How did they do it?
    • Building a following by following
      • RT strategically: influential people in their category
    • Be seen as experts with answers
  • 57. How did they do it?
    • Building a following by following
      • RT strategically: influential people in their category
    • Be seen as experts with answers
      • Key word searches for décor, decorating, paint & other design keywords
  • 58. How did they do it?
    • Building a following by following
      • RT strategically: influential people in their category
    • Be seen as experts with answers
      • Key word searches for décor, decorating, paint & other design keywords
      • Spontaneously provide expert advice when someone poses a question or has a problem
  • 59. How did they do it?
    • Don’t get mad, get smart
  • 60. How did they do it?
    • Don’t get mad, get smart
      • Bloggers who link to CH&H material or lift their images
  • 61. How did they do it?
    • Don’t get mad, get smart
      • Bloggers who link to CH&H material or lift their images
      • Use Google Alerts to notify
  • 62. How did they do it?
    • Don’t get mad, get smart
      • Bloggers who link to CH&H material or lift their images
      • Use Google Alerts to notify
      • Ask for link and credit
  • 63. How did they do it?
    • Don’t get mad, get smart
      • Bloggers who link to CH&H material or lift their images
      • Use Google Alerts to notify
      • Ask for link and credit
      • Do an online gallery of, say, Design Sponge’s favourite CH&H rooms--piggyback on blogger traffic
  • 64. How did they do it?
    • Monitor your competitors
  • 65. How did they do it?
    • Monitor your competitors
    • Monitor your impact
  • 66. How did they do it?
    • Monitor your competitors
    • Monitor your impact
      • Facebook has 1/3 the followers but drives more referral traffic than Twitter
  • 67. How did they do it?
    • Monitor your competitors
    • Monitor your impact
      • Facebook has 1/3 the followers but drives more referral traffic than Twitter
      • Twitter provides connections to key influencers
  • 68. “ When we do our next site redesign, we’ll boost the visibility of Twitter and Facebook on our homepage.”
  • 69. “ None of it is the answer: You just have to try stuff.” Lisa Whittington-Hill and This Magazine
  • 70.  
  • 71. What does success look like?
    • Converting followers into subscribers
  • 72. How did they do it?
    • Active Facebook and Twitter accounts
  • 73. How did they do it?
    • GroupOn: Regional coupon offers
    • BC Business had done a GroupOn offer
    • US regional mags and newspapers
  • 74. “ I had to ask myself: What could our cheapest price be?”
  • 75. And then GroupOn pushed it lower
  • 76. How did they do it?
    • $13 offer (usu $20 is lowest). This Mag gets 1/2
    • Wanted to push it out on Sunday. Lisa pushed for weekday so office open
    • GroupOn writes your sales pitch: you have no control over tone
  • 77.  
  • 78. “ I thought 50 to 100 subscriptions would be great”
  • 79. How did they do it?
    • 286 new subscribers
  • 80. How did they do it?
    • 286 new subscribers
    • Better results than their largest DM campaign
  • 81. How did they do it?
    • 286 new subscribers
    • Better results than their largest DM campaign
    • Key to success: Got their FB and Twitter followers to promote it
  • 82. How did they do it?
    • 286 new subscribers
    • Better results than their largest DM campaign
    • Key to success: Got their FB and Twitter followers to promote it
    • People who purchased were familiar with the brand through FB and Twitter
  • 83. How did they do it?
    • The challenges:
      • People have to redeem coupon by phone
      • No customer info
      • GroupOn hoarders
      • Coupon saturation?
      • Will they renew?
      • If they renew, will they do it at usual price or will they need to be cycled up?
      • You get paid in 3 installments
  • 84. “ It will be interesting to see what happens as other couponers enter the market. Shop around.”
  • 85. Case study bonus round
    • Seventeen: special sub deal to 64,000 Twitter followers. 170 new subs in 24 hours
  • 86. Case study bonus round
    • Seventeen: special sub deal to 64,000 Twitter followers. 170 new subs in 24 hours
    • Lapham’s Quarterly: Twitter and FB are two of website’s main traffic sources
  • 87. Case study bonus round
    • Seventeen: special sub deal to 64,000 Twitter followers. 170 new subs in 24 hours
    • Lapham’s Quarterly: Twitter and FB are two of website’s main traffic sources
    • Sunset magazine: Test marketing ideas by asking Facebook fans for feedback; provide insight back to advertisers
  • 88. Case study bonus round
    • Food & Wine: hosts Twitter and FB chats so followers can speak to selected editors and chefs about recipes and dining tips
  • 89. Case study bonus round
    • Food & Wine: hosts Twitter and FB chats so followers can speak to selected editors and chefs about recipes and dining tips
    • Lucky: Has created Foursquare page with tips for shopping destinations readers can access on their smartphones
  • 90. Case study bonus round
    • Food & Wine: hosts Twitter and FB chats so followers can speak to selected editors and chefs about recipes and dining tips
    • Lucky: Has created Foursquare page with tips for shopping destinations readers can access on their smartphones
    • Spin: Musical scavenger hunt using Foursquare during last year’s SXSW festival
  • 91. 5 essential steps
  • 92. 1. Listen
    • Where are your readers already congregating?
  • 93. 1. Listen
    • * Use free tools to set up searches to see what people are saying about you and the topics important to you:
      • Monitter.com
      • Tweetbeep.com
      • Google Alerts
      • Keyword searches on Twitter
  • 94. 2. Connect
    • Who are you trying to reach?
  • 95. 2. Connect
    • Who are you trying to reach?
    • Who is already reaching those folks?
  • 96. 2. Connect
    • Who are you trying to reach?
    • Who is already reaching those folks?
    • Connect with key influencers
  • 97. 2. Connect
    • Who are you trying to reach?
    • Who is already reaching those folks?
    • Connect with key influencers
      • Patrick, Kat and Lisa’s strategies
      • Look at Alltop.com and Klout scores in Twitter
  • 98. 2. Connect
    • Connect with interested users
  • 99. 2. Connect
    • Connect with interested users
      • Monitter.com keywords
      • Twitter keyword searches
  • 100. 2. Connect
    • Connect with interested users
      • Monitter.com keywords
      • Twitter keyword searches
    • Understand the community culture
  • 101. 2. Connect
    • Connect with interested users
      • Monitter.com keywords
      • Twitter keyword searches
    • Understand the community culture
    • If you’re not on it, you don’t get it
  • 102. 3. Share
    • Share real insight, real information
  • 103. 3. Share
    • Share real insight, real information
    • Be real: human personality is essential
  • 104. 3. Share
    • Share real insight, real information
    • Be real: human personality is essential
      • Establish internal guidelines for tone & voice
  • 105. 3. Share
    • Share real insight, real information
    • Be real: human personality is essential
      • Establish internal guidelines for tone & voice
    • Everyone wants to be an insider: Share behind the scenes stuff, advance info, sneak peeks
  • 106. 3. Share
    • Tolerate positive & negative comments
  • 107. 4. Ask
    • People like to be asked for advice
  • 108. 4. Ask
    • People like to be asked for advice
    • Test covers, test content, get story ideas
  • 109. 5. Respond
    • Respond to specific requests & complaints
  • 110. 5. Respond
    • Respond to specific requests & complaints
      • Have guidelines in place for who responds to what
  • 111. 5. Respond
    • Respond to specific requests & complaints
      • Have guidelines in place for who responds to what
    • Spontaneously respond: Help out a stranger and turn them into a friend
  • 112. 7 key questions
  • 113. 1. What should you post?
    • Be informative.
  • 114. 1. What should you post?
    • Create online traditions
      • Shared traditions foster community
      • Spacing on FB: Daily headlines, weekly watercolour sketches, Saturday round-ups of blog content from Spacing network
      • This Magazine: Tuesday Tracks
      • Playboy Magazine: Frisky Friday
  • 115. 2. How should you interact?
    • It’s a 2-way conversation, not a 1-way broadcast
  • 116. 2. How should you interact?
    • It’s a 2-way conversation, not a 1-way broadcast
      • Solicit input, respond to questions & complaints
      • Don’t be afraid to take it offline
  • 117. 2. How should you interact?
    • It’s a 2-way conversation, not a 1-way broadcast
      • Solicit input, respond to questions & complaints
      • Don’t be afraid to take it offline
    • It’s public, not private
  • 118. 2. How should you interact?
    • It’s a 2-way conversation, not a 1-way broadcast
      • Solicit input, respond to questions & complaints
      • Don’t be afraid to take it offline
    • It’s public, not private
      • Don’t snark or flame. Ever.
  • 119. 2. How should you interact?
    • It’s a 2-way conversation, not a 1-way broadcast
      • Solicit input, respond to questions & complaints
      • Don’t be afraid to take it offline
    • It’s public, not private
      • Don’t snark or flame. Ever.
    • Have a crisis plan
  • 120. 2. How should you interact?
    • It’s a 2-way conversation, not a 1-way broadcast
      • Solicit input, respond to questions & complaints
      • Don’t be afraid to take it offline
    • It’s public, not private
      • Don’t snark or flame. Ever .
    • Have a crisis plan
      • Who watches?
      • Who is informed?
      • Who responds?
  • 121. 3. What is most likely to get shared?
  • 122. 3. What is most likely to get shared?
    • Emotion = distribution
  • 123. 3. What is most likely to get shared?
    • Emotion = distribution
      • Wow! Cool! Positive emotion drives RT more than straight information sharing
  • 124. 3. What is most likely to get shared?
    • Emotion = distribution
      • Wow! Cool! Positive emotion drives RT more than straight information sharing
      • And I can prove it…
  • 125. 3. What is most likely to be shared?
    • Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets RTed avg 6.6 times, 2.6 for neg, 2.2 for neutral
  • 126. 3. What is most likely to be shared?
    • Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets RTed avg 6.6 times, 2.6 for neg, 2.2 for neutral
    • Facebook internal data: Major news sites--provocative or passionate stories generated 2-3 times more engagement
  • 127. 3. What is most likely to be shared?
    • Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets Rted avg 6.6 times, 2.6 for neg, 2.2 for neutral
    • Facebook internal data: Major news sites--provocative or passionate stories generated 2-3 times more engagement
    • Study of NYT most emailed: Stories that inspired awe were more likely to be shared
  • 128. 4. Why do people quit you?
  • 129. 4. Why do people quit you?
    • Other studies have shown that more than 90% of quitters do so because of too frequent, irrelevant or boring communications
    • 71% of consumers are more cautious this year than last about “liking” a company on Facebook (ExactTarget study)
  • 130. 5. How can you manage this?
    • Use the right tools
      • Hootsuite, Postling, Tweetdeck, Seesmic & others
  • 131. 5. How can you manage this?
    • Use the right tools
      • Hootsuite, Postling, Tweetdeck, Seesmic & others
    • Monitor and manage staff time
      • Routines help
      • Be realistic
      • Target your engaged employees
  • 132. 5. How can you manage this?
    • Use the right tools
      • Hootsuite, Postling, Tweetdeck, Seesmic & others
    • Monitor and manage staff time
      • Routines help
      • Be realistic
      • Target your engaged employees
    • Stay on top of the rules of engagement
      • Mashable.com
      • TechCrunch.com
  • 133. 6. What social media should you focus on?
    • Facebook: Smaller numbers, tougher to grow, more organic
      • But more engaged
  • 134. 6. What social media should you focus on?
    • Facebook: Smaller numbers, tougher to grow, more organic
      • But more engaged
    • Twitter: Bigger numbers, quicker to grow
      • But good for familiarizing
  • 135. 6. What social media should you focus on?
    • Postling: Average link on Twitter got 117 clicks, while average link to Facebook got 250 clicks
  • 136. 6. What social media should you focus on?
    • Facebook is your inner circle, most committed
    • Twitter is your wider circle, less committed but still important
  • 137. 7. What about others?
  • 138. 7. What about the others?
  • 139. 7. What about others?
  • 140. 7. What about others?
  • 141. 7. What about others?
  • 142. 7. What about the others?
    • YAFSMN
  • 143. 7. What about the others?
    • YAFSMN
    • But do keep an eye out for social media opportunities that could be distinctively useful or engaging for your audience
      • Challenge: barrier of getting them to join
      • Opportunity: break new ground, do something cool
  • 144. 1 mega-question
  • 145. What is the ROI?
    • Only 12% of companies surveyed feel their orgs use SM effectively (Harvard Business Review Analytic Services study)
  • 146. What is the ROI?
    • Only 12% of companies surveyed feel their orgs use SM effectively (Harvard Business Review Analytic Services study)
    • 84% of professionals in variety of industries say they do not measure ROI of Social Media programs (2009 Mzinga and Babson Executive Education study)
  • 147. What is the ROI?
    • Only 12% of companies surveyed feel their orgs use SM effectively (Harvard Business Review Analytic Services study)
    • 84% of professionals in variety of industries say they do not measure ROI of Social Media programs (2009 Mzinga and Babson Executive Education study)
    • 53% of senior execs are unsure of the ROI on Twitter & 15% believe there is no ROI on Twitter, 10% say there’s no ROI on FB (2009 Bazaarvoice and the CMO Club study)
  • 148. You need to be in the 16% who measure
  • 149. What’s the R in your ROI?
  • 150. What’s the I in your ROI?
  • 151. You can’t track what you haven’t measured
  • 152. You can’t track what you haven’t measured
    • Establish your baseline metrics
  • 153. You can’t track what you haven’t measured
    • Establish your baseline metrics
    • Track and chart your key investments and actions by date
  • 154. You can’t track what you haven’t measured
    • Establish your baseline metrics
    • Track and chart your key investments and actions by date
    • Overlay your investments and actions on your metrics
  • 155. You can’t track what you haven’t measured
    • Establish your baseline metrics
    • Track and chart your key investments and actions by date
    • Overlay your investments and actions on your metrics
    • Look for relationships
  • 156. And a bunch o’ resources
  • 157. Find this presentation at www.slideshare.net/KimPittaway
  • 158. Find all of the links (plus lots of articles too) at www.delicious.com/kimpittaway/AMA
  • 159. And don’t forget…
  • 160. … to follow me on Twitter @kimpittaway
  • 161. … connect with me on LinkedIn www.linkedin.com/in/kimpittaway
  • 162. … and visit my website www.kimpittaway.com
  • 163. Questions?