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Social Media Strategic Planning Process
 

Social Media Strategic Planning Process

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Presented at Social Media Strategic Planning Process Workshop during the Bahrain International eGovernment Forum 2013 by Mr. Eirc Mills, President - National Institute for Social Media, organized by ...

Presented at Social Media Strategic Planning Process Workshop during the Bahrain International eGovernment Forum 2013 by Mr. Eirc Mills, President - National Institute for Social Media, organized by Social Media Club Bahrain

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  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Organizations must determine the markets in which they need to concentrate their commercial efforts. This process is referred to as market segmentation and is an integral part of social media strategy.The method by which whole markets are subdivided into different segments is referred to as the STP analysis process.
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
  • Real Estate Salesperson at a Networking Event
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Social Media Strategic Planning Process Social Media Strategic Planning Process Presentation Transcript

  • SOCIAL MEDIA STRATEGICPLANNING PROCESSAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Instructed ByEric Mills, PresidentNational Institute for Social MediaJoin the Conversationfacebook.com/socialinstitutetwitter.com/nismpulsenismonline.org/blogAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • AgendaTime Topic8:00a – 9:00a Registration9:00a – 9:45a Social Media Audit9:45a – 10:45a Strategic Goal Setting10:45a – 11:00a Break11:00a – 12:00p Social Media Platform Selection12:00p – 1:00p Content Planning1:00p – 2:00p Lunch2:00p – 3:00p Reporting & AnalysisAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Learning OutcomesParticipants will complete this workshop will be better able to:o Build brand awareness via social mediao Fit social media strategies into bigger organizational andmarketing strategies.o Measure success of social media campaigns.o Create a social media plan aligned with company goals.o Determine Key Performance Indicators (KPIs) for activities.o Evaluate social media tools for effectiveness.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o Four months ago XYZ Brand decided tostart using social media – Facebook,Twitter, LinkedIn – expecting greatthings to happeno Today, your sales manager iscomplaining that leads have notincreased, and no new likes are comingino In addition, your customers are notusing social media to say positivethings, but negative things about theproducts that they offerBusiness ScenarioAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • WHY DOORGANIZATIONS FAILTO FIND SUCCESS INSOCIAL MEDIA?AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • LIMITED ORNOSTRATEGICPLANNINGAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • A study called, ―The Evolution of Social Business: Six Stages ofSocial Business Transformation‖ was recently released.o 700 social media professionals and executives were surveyed andasked about their social media strategy.o Is social media strategy clearly aligned with strategic businessgoals of an organization?o Is the organization aligned to support and enable the execution ofthat strategy?Industry ReportAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • 88%NOT confident that theircompany has a socialmedia plan that looksbeyond the next year.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • 50%DO NOT believe thattheir executive leadersare “informed, engagedand aligned” with socialstrategy.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • 67%DID NOT feel thatmetrics used to measurethe results of socialactivities are connectedto business outcomes.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Social mediastrategy is NOTindependent fromorganizationalstrategy.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • There are core questions to be considered:o What is your organization‘s mission and vision?o What are your current organizational strategic objectives?o How can social media best compliment those objectives?Social v Business ObjectivesAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Social Strategy CycleConduct Audit ofBusiness / AnalyzeMarketplace to BeginPlanning and SetObjectivesDocument Objectives/ Smart Goals,Strategic Statementswith KPI’s, TimeFrame, Expected ROIImplement Strategy /CampaignsCommunity Manage /EngageEvaluation, ROIAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • 1. Audit & Industry / Competitor ReviewGathering Information About Your Current PresenceWhat is the industry doing with social media?What are your main competitors doing with social media?2. Market AnalysisSocial Listening, STP Analysis3. Goals / Key Performance Indicators (KPI’s)Use social media to do what? (SMART Goals)4. Platform(s)Which platforms will be used and what will they be used for?Elements of a Strategic PlanAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • 1. Social Media AuditAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Social Media Audito A social media audit is a systematic assessment, of anorganization‘s capacity for, or performance of, essentialcommunications practices.o Provides a snapshot of where an organization currentlystands in terms of its social media capacity orperformance.o Points to areas in which the organization can strengthenits performance.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Grade Your EffortsSourceAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Activity-based Metrics- Number of ―Likes‖- Number of Shares- Posts per dayResult-based Metrics- Web traffic via social- New leads via social- Lead conversion %o Both of these have value, but the question is: Arethese results tied to a business metric, that drivesorganizational goals?o Give preference to result-oriented—rather than activity-oriented—metrics.Audit MeasurablesAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o Sentiment analysis allows you to identify generalattitudes towards your brand (or a product).o The goal of sentiment analysis is to assign a givensocial media comment with a degree of association tothree basic categories: positive, negative or neutral.Sentiment AnalysisAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o At this time, sentiment analysis is an imperfect scienceSentiment ExampleSource: socialmention.comAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Common Tools for Sentiment Analysiso Social Mentiono Trackuro Salesforce Marketing Cloudo Google Alertso Hoosuiteo Many, many more…Sentiment AnalysisAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o Could be a product or service review, blog post, etc.about your product or service.o If you provide compensation of any kind to thereviewer they should disclose their relationship withyou for transparency reasons.o Could also be a testimonial in platforms such as Yelp,Google Places, Etc.Unsolicited FeedbackAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o You can find a larger amount of information on yourcompetitors than you ever have beforeo Public profiles on Facebook, Twitter, Linkedin inaddition to Website and Blogso Identify main competitors and measure their activitiesin comparison to your ownCompetitive AnalysisAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Klout www.klout.comSocial Mention www.socialmention.comSocial Bro www.socialbro.comHubspot www.hubspot.comTwitter Grader http://tweet.grader.com/Marketing Grader http://marketing.grader.com/EdgeRank http://edgerankchecker.com/Audit ToolsAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Learning Activityo Together lets do a quick audit on one of thecompanies we have represented here.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • 2. Market AnalysisAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Social Listeningo Monitoring social networks for information about yourself oryour business.o Monitor social networks for information about your clients,your competitors or your industry.o Examples of listening platforms include: Social Mention Twitter Search Public Status Search Google AlertsAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • SegmentingTargetingPositioningSTP AnalysisAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Segmentationo Your STP analysis begins with the process of marketsegmentation.o Market segmentation can be accomplished by creating‗profiles‘ for each of your targeted market segments.o Factors within these profiles may be Demographics,Psychographics, Behavior-based, or Geographical.o In the online space a new factor is emerging called―Technographics‖AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • TargetingTargeting is the process of creating a strategy thatbest fits your market segments. There are threemajor types of targeting strategies:UndifferentiatedConcentratedMulti-SegmentedAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • TargetingUndifferentiated TargetingThis approach views the market asone group with no individualsegments, therefore using a singlemarketing strategy.This strategy may be useful for abusiness or product with littlecompetition where you may notneed to tailor strategies for differentpreferences.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • TargetingConcentrated TargetingYour firm is focusing on a singlesegment so you can concentrateon understanding the needs andwants of that particular marketintimately.Small firms often benefit from thisstrategy as focusing on onesegment enables them tocompete effectively against largerfirms.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • TargetingMulti-Segment TargetingThis approach is used if youneed to focus on two or morewell defined market segmentsand want to develop differentstrategies for them.Multi segment targeting offersmany benefits but can be costlyas it involves greater input frommanagement, increased marketresearch and increasedpromotional strategies.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Positioningo Positioning is developing a product and brand image in theminds of consumers.o Improves a customers perception about the experiencethey will have if they choose to purchase your product orservice.o Can influence the perceptions of your chosen customerbase through strategic promotional activities.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • In 2006, Blendtecs Marketing Director George Wrightfound CEO Tom Dickson and engineers testing theirblenders using wood boards and similar material.A marketing legend was born.Will It Blend?A COURSE BY THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVEDWatch the Video >>
  • o Initial investment was $100 for random supplies to"blend― and release videos on YouTubeo Increased retail sales by 700 percento Blendtecs YouTube channel has over 525Ksubscribers and 200 Million Viewso Generated TV coverage on top talk showso Now have contests to ask audience what to blend next(i.e. the iPhone)Will It Blend?A COURSE BY THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVEDSource
  • 3. Goal SettingAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • 3 Rules to Goal SettingThere are three major rules as you begin your journeyto becoming a more social organization:o Set goals that motivate your teamo Set ―SMART‖ social goalso Put goals into writingAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o Consider mission / vision / business objectiveso Develop goals that are aligned with those objectiveso Use the template provided to ensure that the goal is goingto give you the best possible outcomeGoal Setting ProcessAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • S.M.A.R.T Goals• Specific – clear & well defined• Measurable – precise amounts & dates• Attainable – realistic yet challenging• Relevant – aligned to business goals• Time-bound - deadlinesAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • For example:“We want to grow our friends & followerson our social media platforms.”Write Down a GoalAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o In our goal of ―growing friends and followers on our socialmedia platforms‖ the level of specificity is not very high.o Let‘s update our goal statement to make it morespecific…“We want to grow our friends & followerson Facebook & Twitter.”Is the Goal Specific?AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o In our goal of ―growing friends and followers on Facebookand Twitter.‖ we don‘t have a measurable to validatewhether the goal is complete.o Let‘s update our goal statement to make it moremeasureable…“We want to grow our friends & followerson Facebook & Twitter from 1000 to1,000,000.”Is the Goal Measurable?AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o In our goal of ―growing friends and followers on Facebookand Twitter from 1000 to 1,000,000,‖ the ability for us toget to one million friends & followers would be nearlyimpossible in the short term.o Let‘s update our goal statement to make it moreattainable…“We want to grow our friends & followerson Facebook & Twitter from 1000 to10,000.”Is the Goal Attainable?AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o In our goal of ―growing friends and followers on Facebookand Twitter from 1000 to 10,000,‖ does this complimentour current business objectives if our current businessobjective is to get more sales leads?o Let‘s update our goal statement to make it morerelevant…“We want to grow our sales leads fromfriends & followers on Facebook &Twitter from 100 to 1000.”Is the Goal Relevant?AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o In our goal of ―growing our sales leads fromfriends/followers on Facebook & Twitter from 100 to 1000,‖we have not assigned a date for the goal to be evaluated.o Let‘s update our goal statement to make it time-based…“We want to grow our sales leads fromfriends & followers on Facebook & Twitterfrom 100 to 1000 by Dec. 31, 2013.”Is the Goal Time-based?AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • “We want to grow our friends & followerson our social media platforms.”OR“We want to grow our sales leads fromfriends & followers on Facebook & Twitterfrom 100 to 1000 by Dec. 31, 2013.”Which Goal is Better?AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • “We want to grow our friends & followerson our social media platforms.”OR“We want to grow our sales leads fromfriends & followers on Facebook & Twitterfrom 100 to 1000 by Dec. 31, 2013.”Which Goal is Better?AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Goal PrioritizationAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Video Case StudyHonda (OMAN)AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVEDWatch the Video >>
  • What was their goal?AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVEDWhat did they do well?What could they improve?
  • BREAK TIME AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • 4. PlatformsAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Top Social PlatformsThese are the 5 major social media sites in termsof active usage, based on % of global internetusers.o Facebooko Google+o YouTubeo Twittero LinkedinSourceAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Blogso Generally a blog can be described as a website ora part of a website.o Blogs are usually maintained by an individual withregular entries of commentary, descriptions ofevents, or other material such as graphics orvideo.Examples:AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Social Networkso Focuses on building relationships among peoplewith similar interests and activities.o Come in various forms, from the all-encompassing, to specific topic-focusedcommunities.Examples:AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Social Newso Users submit news stories to a community-drivenboard of other news stories that have beensubmitted by fellow userso Users rate and sort content according to interest-level, or whether they find the topic particularlyrelevantExamples:AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Microbloggingo Differs from traditional blogging because thecontent is delivered in short bursts ofinformation.o Generally, other users can interact on a real-timebasis with the person who has delivered thecontent.Example:AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Social Bookmarkingo Allows users to share, organize, searchbookmarks of web resources.o All of this content is then personalized to whatyour likes and interests have been shown tobe.Examples:AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Social Q & Ao Users can submit questions that they have forreview by experts within a public space.o Experts can answer questions from other usersin order to demonstrate their thought leadershipon a particular subject.Examples:AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Video Upload & Sharingo Users can upload and comment on videos.o Videos can then be shared on a variety of othernetworks and social platforms.Examples:AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Photo Upload & Sharingo Users can upload and comment on photos.o Some photo-sharing sites offer a user licenseagreement that allows bloggers and websiteowners to use images.Examples:AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Professional Networkso This type of social media site is a virtual Rolodex.o Enables business professionals to recommendone another, share information about industry-related events, post resumes, and other features.Examples:AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Podcasting Communitieso Podcasting communities are social networksthat help connect podcasters, advertisers, andlisteners.o Can also distribute programs, normally onlyheard over the radio waves, online and hostthem there so they can be tuned into at anytime.Examples:AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Presentation Sharingo Sharing presentations online is becoming a verypopular way to set yourself apart from the crowdin your field.o There is also a lot of good content available onpresentation sites that bloggers can link to andshare with their readers.Example:AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Location-Based Communitieso Allows users to post their current location withtheir friends, and also earn badges for theirsupport of those places.o Companies can market directly to thoseindividuals who are at or near their location.Example:AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Content-Driven Communitieso Also known as ―Wikis.‖ This type of socialmedia is popping up everywhere, and you cannow even create your own (Ning).Example:AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Content PlanningAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Why is High QualityContent Important toYour Success inSocial Media?AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Importance of ContentIncrease TrustIn order to gain people‘s trust, you must provide valuable content. Itdemonstrates to them that you know what you are doing.Search Engine Results Are Content DrivenMore than anything else, search engines are content driven and when theycrawl your page, they are reading your text – looking for quality, looking forlinks to other relevant keywords.Builds Lasting RelationshipsCreating content that your prospects/clients/visitors will find helpful anduseful will help you to grow your relationship with them, and to nurture thisrelationship over time.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o Social media allows us to listen more closely to customers,and engage them directly rather than relying solely on high-priced market research.o Using social media, we can actively or passively listen in towhat customers are saying about us or our brands andintegrate that into our marketing plans.AudienceAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Learn how your customersthink. Learn what theirperceptions of your brandhave been, and what youwant them to be.Understand what they‘relooking for and what you cando to answer their needs -leads to new service andproduct opportunities!The Ideal CustomerThoughtsSights SoundsInternallyWants NeedsAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o Original vs. Curated ContentWill the content been createdspecifically for the campaign? Orhas it already been created?o Branded vs. Common InterestWill the Content be DrivingPeople‘s Interest in Your Brand?Or Will it Reach a Deeper Level ofInterest?Content DecisionsAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Content Development Template7 Step Template to Help You Create Better Content• STEP 1 // Select the Content Type• STEP 2 // Select the Topic• STEP 3 // Write a Title• STEP 4 // Introduction• STEP 5 // Key Point(s) of Emphasis• STEP 6 // Body of Content• STEP 7 // Call to ActionAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Types of ContentThere are many types of content that can be created (orcombined) depending upon the goals, resources, trainingand experience at the disposal of the content developer(s).One or more of these types may be effective:o Blog Articleo Case Studyo Testimonialo White Papero E-Booko Photoo Infographico Videoo Webinaro Slideshowo Audioo Drawingo E-NewsletterAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Writing Titles for ContentDoes it grab a reader’s attention?Best examples are how-to‘s, top ―X‖ lists, answering questions, solvingneeds, trending topics, powerful words such as ―free‖ or ―secret‖, popularfigures or events, desirable products, etc.Does it mirror the content of the post?It is not a good practice to mislead the audience with the chosen title. Itmay cause mistrust in your future posts.Does it contain key words your customer is searching for?Be sure to carefully research what key words you intend to utilize.However, make sure that the title is not confusing to the reader by doingso.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • • Cookie Monster Stars in Sesame Street ‗Call MeMaybe‘ Parody- 3413 Shares• NASA‘s Final Space Shuttle Mission: Where AreThey Now?- 95 SharesWhich Title is More Effective?Source: Mashable, Inc. (2012). [ONLINE] Available at: http://mashable.comAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • • Are You a Data Innovator? DARPA Wants You- 290 Shares• Higgs Boson: The Musical!– 686 SharesWhich Title is More Effective?Source: Mashable, Inc. (2012). [ONLINE] Available at: http://mashable.comAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • • Proposed Bill Squashes Tax-Free OnlineShopping– 86 Shares• 4 Ways to Make HR More Efficient– 727 SharesWhich Title is More Effective?Source: Mashable, Inc. (2012). [ONLINE] Available at: http://mashable.comAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • • Google+ Adds iPad Support in Latest AppUpdate– 783 Shares• Domino‘s Pizza Introduces Kindle Fire App– 579 SharesWhich Title is More Effective?Source: Mashable, Inc. (2012). [ONLINE] Available at: http://mashable.comAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Now It’s Your TurnAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • You are the social media consultant working fora local telecom company…Create a title for apositive written reviewof their newest phoneThe UNIVERSE X5AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Introduction, Key Points, BodyPut yourself in the shoes of your customers:o You need to create something usefulo You need to create something that‘s appealingand easy to digesto You need to make occasional offersAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • The Secret Ingredient toGreat Content for Business-related Social Media…AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • CALL TO ACTIONWhen looking at any contentyou have, ask yourself:“What is the call to action here?”AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • LUNCH TIME AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Reporting & AnalysisAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • There is no magic bulletand no definitive set ofmetrics for social media.DISCLAIMERAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Social Metrics Drive ResultsBusiness ObjectivesBusiness MetricsSocial MediaObjectivesSocial MediaMetricsSourceAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • 4 Simple Metrics to TrackSource1. Conversation Rate2. Amplification Rate3. Applause Rate4. Economic ValueAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • 1. Conversation RateSourceo # of Audience Comments (or Replies) Per Posto You can measure this on every social channelo To get a high conversation rate it requires a deepunderstanding of who your audience is, and the value youcan add for them within the community.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • 2. Amplification RateSourceo You are limited by your own audience within the channelsyou participate – this includes when you advertise.o Amplification means that you are using the friends andfollowers of your friends and followers to your advantage.o The rate at which your followers take your content andshare it through their network.Ex. # of Retweets Per Tweet, # of Shares Per Post, etc.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • 3. Applause RateSourceo You want to know what the audience likes and what theydont. This allows for you to see what works.o The numbers are available individually in most platforms.(i.e. Facebook Insights)Ex. # of Favorite Clicks Per Post (Twitter), # of Likes Per Post(Facebook), # of +1s Per Post (Google+)AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Determining the bottom line effect of social media.o Think about the role social media plays in thepurchase processo Focus on highest-potential marketso Programs geared toward highest-value segmentso Set up quantifiable goals in Analytics platform4. Economic ValueAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Social AnalyticsAnalyticsThe systematic computational analysis of data or statistics.o Users of website are tracked from both Referring sources,and pathways through a websiteo Landing pages, complete pages, can be assigned values.o Analytics platforms show both direct and assisted socialmedia conversions.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Outside LearningPlease watch the “Fundamentals” Google Analyticstraining videos.Watch the Videos >>AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o Traditional online leadso Paid search, affiliates, banner ads, contact formo All of these have a clear ‗Call-to-action‘o Social media leadso Not necessarily landing/contact pageso Customer may still be considering purchaseo Lead nurturing is important to successOnline Lead GenerationAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Initial Engagementso Individuals have clicked on your tweets, followedyou, become a fan on Facebook, liked your statusupdate or even commented on your blog.o Interacted with you, but you don‘t have their contactinformation because they haven‘t filled out one ofyour lead forms yet.Types of Online LeadsAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Assisted Conversionso An individual has clicked or downloaded an e-book,white paper, non-product webinar, or subscribed to anewsletter or blog.o Provided contact information in response to accessto a piece of content.o When someone visits your site, leaves withoutconverting, but converts later during a subsequentvisit.Types of Online LeadsAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Last Interaction (Direct) Conversionso Responded to a call-to-action via a post or ad to buyyour product or serviceo Shows a clear indication that they have an interest inpurchasing your product or service.Types of Online LeadsAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • EngagementAssistedDirectSocial Sales FunnelAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o Hard and soft cost benefitso Brand advocates help to market to others who maybe interested your product or serviceo Public interactions on platforms such as Twitter mayhelp to reduce the need for personal service in futuresituationsOperational EfficienciesAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o Best Buy built their business on expert service andknew their customers still needed it. Witho @twelpforce, an online army of thousands of techpros were standing ready on Twitter.@TwelpforceAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • o As of January 2013, over 60K responses tocustomer inquires have been provided to over 40Kfollowers.o Trust your employees, but give them a mission,structure and boundaries.o Marketing that (on it‘s face), does not seem likemarketing.Source@TwelpforceAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Cost Reduction in Service / SupportTotal Cost of Customer Service(People, Time, Technology)----------------------------------------------Total Issues ResolvedRESULT = COST PER ISSUEo Figure out as closely as possible how manycustomer issues were resolved via Social MediaSourceOperational MetricsAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Advanced Reporting ToolsFind a dashboard that includes reporting and analytical toolsthat measure results of your marketing campaigns.Variety of Platform IntegrationsNot everybody uses Facebook or LinkedIn as their socialmedia hub, there are those who enjoy the features ofFoursquare and FlickrExample Dashboards:http://www.truesocialmetrics.com/http://www.socialbakers.com/http://www.geckoboard.com/http://simplymeasured.com/SourceReporting DashboardsAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • Thank you!Questions?AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
  • About NISMo The National Institute for Social Media is dedicated to social mediaeducation and certification for professionals.o We offer the worlds only standardized industry certification programfor the social media industry.o We work with accredited colleges and universities, along with avariety of educational organizations such as Social Media Club ofBahrain to help us deliver our program on a global scale.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED