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So You Want to Use Social Media     to Get More Business       Marilyn Kay, Founder and CEO
DON’T PANIC!
“Just dive in,” says Guy Kawasaki.
Holy Kaw! 919,000+ Followers
"Strategy is dead....The more time and moneyyou spend devising strategies, the more timeyou are giving your rivals to star...
Is Strategy Dead?
Step 1: Listen and Learn
LISTEN UP!Image: FreeDigitalPhotos.net
Know Your Market
What are they thinking?Images: FreeDigitalPhotos.netand Hartswood Films, BBC One.
Where do they hang out?
What do they need? FR ESHCo nte nt                         Images: FreeDigitalPhotos.net
Step 2: Decide How You Will        Use Social Media
WHAT DO YOU WANT?
WHAT DO YOU WANT?• Get more profile
WHAT DO YOU WANT?• Get more profile• Expand your network
WHAT DO YOU WANT?• Get more profile• Expand your network• Get more leads
WHAT DO YOU WANT?• Get more profile• Expand your network• Get more leads• Get more ideas
WHAT DO YOU WANT?• Get more profile• Expand your network• Get more leads• Get more ideas• Reinvent yourself
Step 3: Decide Your Tool/s
Blog
Blogging PROS                            CONS• Show Your Thought Leadership   • Need Regular Content• Demonstrate Your Abi...
PROS                             CONS• Network with Decision Makers   • Needs Moderate Effort• Be an Expert               ...
TwitterPROS                              CONS• Quick sound bites               • Needs lots of care and feeding• Find out ...
TwitterPROS                              CONS• Quick sound bites               • Needs lots of care and feeding• Find out ...
YouTubePROS                         CONS• More captivating content   • May need to learn simple                           ...
PROS                               CONS• Drives most traffic to website/   • Need to produce lots of great  blog           ...
PROS                          CONS• Google will love you        • “Virtual Ghost Town”• Great place if you are in   • Litt...
PROS                           CONS• Friends already on it        • Needs lots of commitment• Great for local businesses  ...
Step 4: Plan and Schedule
Image: FreeDigitalPhotos.net
Create a Content Calendar• Weekly• Monthly• Holidays• Special Events
Set Up a Daily Routine
Schedule and Manage Content
Step 5: Measure and Tweak
Measure MORE Than “Likes”Images: FreeDigitalPhotos.net
QUESTIONS?Telephone: 416-461-7968Email: marilyn@triskeleconsulting.comWebsite: http://triskeleconsulting.comLinkedIn: http...
5 Steps to Creating a Social Media Strategy
5 Steps to Creating a Social Media Strategy
5 Steps to Creating a Social Media Strategy
5 Steps to Creating a Social Media Strategy
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5 Steps to Creating a Social Media Strategy

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Few small- and medium-sized businesses and only 40% of global brands have social media strategies, preferring to dive in and hope to get and keep fans and followers. But businesses continue to make social media bloopers and are not really using social media effectively because of this ransdom, "campaign" attitude. It takes a strategy to find out where your market is and how best to engage them with social media. It also takes planning and scheduling content; and measuring more then likes to gain and keep fans and followers engaged. This presentation by Marilyn Kay of Triskele Consulting shows five easy steps to create a social media strategy for their business.

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  • My name is Marilyn Kay\nFounder and CEO\nCompany helps businesses get more customers by integrating the web into their marketing- mostly social media.\nMy company is a little more than a year old, but I’ve been a web professional since 1998 and a corporate communicator for a lot longer. I’ve been involved with some form of social media since 2006. I do private consulting and coaching and also run public workshops on LinkedIn, Twitter, Facebook and Blogging.\n\nSo now that you know a bit about me. Let’s get started.\n\nFirst, who’s already on social media?\nWho’s on Twitter\nLinkedIn?\nGoogle+\nPinterest?\nYouTube?\nWho blogs?\nWhose on Facebook?\nWho has a Facebook fan page?\n
  • How many are feeling overwhelmed by social media?\nOr would like to use it but don’t know where to begin?\n\n\n
  • Don’t panic.\n\nIt is a rapidly moving area and even the big brands are struggling. Most have only been using it for 3-4 years. And only a few are really getting it right. That’s not me saying it. That’s what the experts are saying, too. In fact the latest stats say only about 25% of small and medium sized companies have social media plan and only 40% of the global brands have overall strategies.\n
  • Marketing guru Guy Kawasaki says you don’t need to spend money on plans. Just dive in. \n
  • And Holy Kaw! it’s worked for him. But will it work for you?\n
  • Kevin Roberts of Saatchi and Saatchi Advertising agency, says, we don’t have time for strategies. \n
  • So is strategy dead? My personal experience says, you’ll get eaten for lunch if you don’t have a strategy. Believe me, getting raving fans and followers is not as easy as these guys make it sound. I’ve been there. It takes a plan if you don’t want to end up tweeting to the few. Why else do all the guys on Twitter advertising they can get you 5,000 followers have only a few themselves? Why do companies keep getting themselves into hot water with social media. McDonald’s hashtag MCDStories, Burger King’s Whopper sacrifice, These companies got eaten for lunch.\n
  • So where do you begin? Listen. Find out what people are saying online. About you, about your business interests, about possible clients, about what they need\n
  • \n
  • Some tools for keeping on top of what’s going on online: Set up Google Alerts, search socialmention and Twitter. You’ll also get a feel for the lingo.\n
  • If you haven’t really thought about who your best customers are and what their pain points are that you can solve, then this market intelligence will help.\n
  • \n
  • It will also help to tell you where they hang out. Don’t try to cultivate fans on Facebook if they’ve moved to Google+. If the people you want to to do business with aren’t tweeting, then why spend hours on Twitter? Go where your customers are most likely to be.\n
  • Find out what they really need most. It will make it easier to give them the solution they need.\n
  • Once you have this intelligence, then it’s time to think about how you are going to use it.\n
  • What are your goals for social media? \n\nYou may even want to explore new opportunities. Altimeter, one of the foremost digital marketing research companies foresees new jobs areas such as corporate social strategist and social media centers of excellence evolving.\n
  • What are your goals for social media? \n\nYou may even want to explore new opportunities. Altimeter, one of the foremost digital marketing research companies foresees new jobs areas such as corporate social strategist and social media centers of excellence evolving.\n
  • What are your goals for social media? \n\nYou may even want to explore new opportunities. Altimeter, one of the foremost digital marketing research companies foresees new jobs areas such as corporate social strategist and social media centers of excellence evolving.\n
  • What are your goals for social media? \n\nYou may even want to explore new opportunities. Altimeter, one of the foremost digital marketing research companies foresees new jobs areas such as corporate social strategist and social media centers of excellence evolving.\n
  • What are your goals for social media? \n\nYou may even want to explore new opportunities. Altimeter, one of the foremost digital marketing research companies foresees new jobs areas such as corporate social strategist and social media centers of excellence evolving.\n
  • What are your goals for social media? \n\nYou may even want to explore new opportunities. Altimeter, one of the foremost digital marketing research companies foresees new jobs areas such as corporate social strategist and social media centers of excellence evolving.\n
  • Now that you know what your market wants and what you want, it’s time to decide on what social media tool or tools to use. \n
  • Some of you already blog.\n
  • Pros and cons\n
  • LinkedIn actually, there are no cons. Everyone in this room should be on LinkedIn.\n
  • pros and cons\n
  • pros and cons\n
  • pros and cons\n
  • newest social tool on the block. Pinterest is about sharing images of interests vs relationships. \n
  • Google plus\n
  • You’ve got to post 2-3 times a day and come up with lots of inspiration, images, great content, facilitate comments, keep it fresh.\n
  • So you’re wearing rose-coloured glasses if you think you can sit back and relax. Social media is not a sprint. It’s not a campaign, even though most ad agencies think so. It’s not a flirtation. People will tell you it’s easy. Doesn’t cost anything, but some time. That’s just not true. It’s a long-term commitment. That takes time, resources and you may even want to pay for advice, help or advertising. \n
  • So makes some plans to keep you on track.\n
  • How are you going to stand out from the rest of the flock? What types of content, specials can you offer? Most Facebook fans are looking for deals, not just information about you and your company.\n\nWhat’s your plan if you accidentally do a blooper? We all make mistakes. Some are more recoverable than Charlie Sheen tweeting his phone number or Weiner tweeting his wiener.\n
  • Give yourself structure. Plan content weekly and monthly and don’t forget holidays, special events and seasonal ideas.\n
  • Make social media a daily habit. Check your Google Alerts in the morning, your mentions -- I do it three times a day. \n
  • Use third-party schedulers to make life easier. For example, I set up tweets in advance about my talk today. Be careful about Facebook, though. Auto-posting to Facebook decreases likes and comments by 70%.\n
  • \n
  • Measure more than likes. How much have you increased your customer funnel? How many offers, new clients, new contracts? Any increases in income, or your profile. How many more people finding you, asking you for your expertise? You decide what to measure. If you don’t like the results, see what others are doing successfully and try what they are doing. Keep learning and trying new tactics. Maybe you’ll end up like Scott Stratten. He did nothing but tweet for a full month and ended up a Twitter guru and the best-selling author on UnMarketing.\n
  • \n
  • Transcript of "5 Steps to Creating a Social Media Strategy"

    1. 1. So You Want to Use Social Media to Get More Business Marilyn Kay, Founder and CEO
    2. 2. DON’T PANIC!
    3. 3. “Just dive in,” says Guy Kawasaki.
    4. 4. Holy Kaw! 919,000+ Followers
    5. 5. "Strategy is dead....The more time and moneyyou spend devising strategies, the more timeyou are giving your rivals to start eating yourlunch." Kevin Roberts, CEO of Saatchi & Saatchi
    6. 6. Is Strategy Dead?
    7. 7. Step 1: Listen and Learn
    8. 8. LISTEN UP!Image: FreeDigitalPhotos.net
    9. 9. Know Your Market
    10. 10. What are they thinking?Images: FreeDigitalPhotos.netand Hartswood Films, BBC One.
    11. 11. Where do they hang out?
    12. 12. What do they need? FR ESHCo nte nt Images: FreeDigitalPhotos.net
    13. 13. Step 2: Decide How You Will Use Social Media
    14. 14. WHAT DO YOU WANT?
    15. 15. WHAT DO YOU WANT?• Get more profile
    16. 16. WHAT DO YOU WANT?• Get more profile• Expand your network
    17. 17. WHAT DO YOU WANT?• Get more profile• Expand your network• Get more leads
    18. 18. WHAT DO YOU WANT?• Get more profile• Expand your network• Get more leads• Get more ideas
    19. 19. WHAT DO YOU WANT?• Get more profile• Expand your network• Get more leads• Get more ideas• Reinvent yourself
    20. 20. Step 3: Decide Your Tool/s
    21. 21. Blog
    22. 22. Blogging PROS CONS• Show Your Thought Leadership • Need Regular Content• Demonstrate Your Abilities • Need to Promote Readership• Create more Traffic to Your • Need to Encourage Website Commenting• 97% more Sales Conversions
    23. 23. PROS CONS• Network with Decision Makers • Needs Moderate Effort• Be an Expert • Ads more expensive• Get Known in Search• Promote Your Services• Advance Your CareerImage: FreeDigitalPhotos.net
    24. 24. TwitterPROS CONS• Quick sound bites • Needs lots of care and feeding• Find out what people want • Needs timely responses• Get a lot of ideas • Needs lots of work to get followers• Promote your services• Engage with potential clients
    25. 25. TwitterPROS CONS• Quick sound bites • Needs lots of care and feeding• Find out what people want • Needs timely responses• Get a lot of ideas • Needs lots of work to get followers• Promote your services• Engage with potential clients
    26. 26. YouTubePROS CONS• More captivating content • May need to learn simple editing• Possibility to go viral • Needs time to produce• Doesn’t take a lot of equipment• Great for SEO
    27. 27. PROS CONS• Drives most traffic to website/ • Need to produce lots of great blog images• No-Brainer• Addictive
    28. 28. PROS CONS• Google will love you • “Virtual Ghost Town”• Great place if you are in • Little engagement technology• Cool, unique features• Promote your services• Promote your website/blog
    29. 29. PROS CONS• Friends already on it • Needs lots of commitment• Great for local businesses • Needs time and resources• Engage with your fans • Zuck likes to mix it up• Promote your products and services• Facebook Ads
    30. 30. Step 4: Plan and Schedule
    31. 31. Image: FreeDigitalPhotos.net
    32. 32. Create a Content Calendar• Weekly• Monthly• Holidays• Special Events
    33. 33. Set Up a Daily Routine
    34. 34. Schedule and Manage Content
    35. 35. Step 5: Measure and Tweak
    36. 36. Measure MORE Than “Likes”Images: FreeDigitalPhotos.net
    37. 37. QUESTIONS?Telephone: 416-461-7968Email: marilyn@triskeleconsulting.comWebsite: http://triskeleconsulting.comLinkedIn: http://ca.linkedin.com/in/marilynkayTwitter: https://twitter.com/#!/triskeleweb
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