This document provides guidance on developing successful social media strategies for businesses. It discusses establishing objectives and understanding target audiences. Key aspects of a strategy include developing engaging, responsive, and integrated content as well as measuring performance through analytics and assessment. Social media allows for meaningful connections by observing audience behaviors and trends to discover opportunities for targeted messaging across mobile and online platforms.

1. Meaningful Connections:
Successful Social Media Strategies

2. Meaningful Connections

3. Emergence of Social Media
“Social media has emerged
to be the first instance of
communication about a crisis,
trumping traditional first
responders that included
police, firefighters, EMTs,
and journalists. “
Federal Bureau of
Investigation

4. Corporate Digital Strategy
 Objectives
 Audiences
 Messages

5. Corporate Social Strategy
 Engagement
 Measurement
 Assessment

6. Your Audience

7. 5 Behaviors on the Social Web
Watch
79.8%
Share
61.2%
Comment
36.%
Produce
24.2%
Curate
<1 %
(Altimeter Group: 2010 Socialgraphics)
Your Audience Behaviors

8. Your Audience Connections
Mobile
250M users
50% access
via mobile
90M monthly users
*91% of mobile phones
have photo/video capability
1B users
50% access
via mobile
10M users
100% access
via mobile
(35,000 new users daily)
Over 2B views each day
Over 100M mobile views
50M registered users
50% access via mobile

9. Your #1 Audience
Can I find you without knowing your name?

10. Your Message
 Connected
 Targeted
 Integrated

11. Engagement: Opportunities

12. Engagement: Responsive Content

13. Engagement: Content Strategy

14. Engagement: Content Strategy

15. Engagement: Listening to Learn
 Hootsuite
 Social Mention
 Google Alerts
Digital Dashboards

16. Discover
Evaluate
Respond
Measurement
Social Triage

17. Frequency: When to post
Location: Where to post
Measurement:
Trending: What to post
Influencer: Who to post to
Social Metrics

18. Measurement: Mobile Metrics

19. Measurement
Examples of ROI
Ex: Growth of network
Ex: Volume and tone of comments
Ex: Cost savings of social media vs.
traditional outreach

20. On-Demand Reports
Objectives
Integrated with goals
Targeted to audience
Strategic to media
Opportunities
Observe and adapt
Analytical trends
Future events
Assessment

21. Thank you!
Michael Winn
Chief Digital Officer
Digital Opps
@DigitalWINN
850-980-9222
mwinn@rboa.com