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The Art of Social Media<br />
Prepare Your Digital Canvas<br /><ul><li>Objectives
   Audiences
Messages
   Tactics
   Evaluations</li></li></ul><li>Know Your Objective<br />Objective: Inspire & Engage<br />“We want people to feel ownersh...
Know Your Audience<br />5 Behaviors on the Social Web<br />(Altimeter Group: 2010 Socialgraphics)<br />
Know Your Message<br /><ul><li>Connectedto your objectives
Targeted</li></ul>to your audience <br /><ul><li>Integrated</li></ul>in your media<br />
Tactics<br /><ul><li>   Cross-Media Optimization
Brand Management
   Relationship Management
Relevant Communities</li></li></ul><li>Tactic: Cross-Media Optimization<br />Become your <br />own broadcast center<br />
Tactic: Cross-Media Optimization<br />Blog<br />In 2012, 43% of U.S. <br />Companies will use their <br />blog formarketin...
Facebook<br />Tactic: Cross-Media Optimization<br />750M users<br />Opportunities:<br />Video<br />Real-time information<b...
Tactic: Cross-Media Optimization<br />Twitter<br />175M users<br />Opportunities:<br />Search operators<br />Monitor conve...
Tactic: Cross-Media Optimization<br />Linkedin<br />100M users<br />Opportunities:<br />Professional networks<br />Industr...
iTunes<br />Tactic: Cross-Media Optimization<br />200M users with podcast access<br />Opportunities:<br />Sharable audio f...
Flickr<br />Tactic: Cross-Media Optimization<br />51M users<br />Opportunities:<br />Photo sharing groups<br />Galleries a...
Foursquare<br />Tactic: Cross-Media Optimization<br />10M users<br />Opportunities:<br />Geo-targeting<br />Mobile marketi...
e-Newsletter<br />Tactic: Cross-Media Optimization<br />Opportunities:<br />Marketing database<br />Promotional reach<br /...
Tactic: Cross-Media Optimization<br />Google+<br />10M users<br />Launch July 2011<br />Opportunities:<br />Sync & Share<b...
Tactic: Cross-Media Optimization<br />Mobile<br />Growth: 36% of U.S. mobile <br />consumers now have <br />smart phones. ...
Tactic: Cross-Media Optimization<br />Mobile<br />750M users<br />50% access via mobile<br />51M registered users <br />91...
Tactic: Cross-Media Optimization<br />QR Codes<br />Opportunities:<br /><ul><li>Business cards
All marketing materials
Vehicle decals
Product tags and packaging
Conference nametags
Restaurant menus
Event ticket stubs
Point-of-sale receipts
Guerrilla marketing </li></li></ul><li>Tactic: Cross-Media Optimization<br />www.<br />
Tactic: Brand Management<br />Comprehensive Monitoring<br /><ul><li>Social Media
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The Art of Social Media - Digital Strategy

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  • Transcript of "The Art of Social Media - Digital Strategy"

    1. 1. The Art of Social Media<br />
    2. 2. Prepare Your Digital Canvas<br /><ul><li>Objectives
    3. 3. Audiences
    4. 4. Messages
    5. 5. Tactics
    6. 6. Evaluations</li></li></ul><li>Know Your Objective<br />Objective: Inspire & Engage<br />“We want people to feel ownership of this museum. We ask them to tell us <br /> what they think. We want to engage with our community.”<br /> Brooklyn Museum<br />
    7. 7. Know Your Audience<br />5 Behaviors on the Social Web<br />(Altimeter Group: 2010 Socialgraphics)<br />
    8. 8. Know Your Message<br /><ul><li>Connectedto your objectives
    9. 9. Targeted</li></ul>to your audience <br /><ul><li>Integrated</li></ul>in your media<br />
    10. 10. Tactics<br /><ul><li> Cross-Media Optimization
    11. 11. Brand Management
    12. 12. Relationship Management
    13. 13. Relevant Communities</li></li></ul><li>Tactic: Cross-Media Optimization<br />Become your <br />own broadcast center<br />
    14. 14. Tactic: Cross-Media Optimization<br />Blog<br />In 2012, 43% of U.S. <br />Companies will use their <br />blog formarketing<br />purposes compared to <br />34% in 2010. <br />Opportunity:<br />Public participation<br />Collaboration<br />Added Value: <br />SEO & Mobile<br />
    15. 15. Facebook<br />Tactic: Cross-Media Optimization<br />750M users<br />Opportunities:<br />Video<br />Real-time information<br />Real-time dialogue<br />Event promotion<br />B2B and B2C relations<br />Page to Page<br />Added Value: <br />SEO & Mobile<br />
    16. 16. Tactic: Cross-Media Optimization<br />Twitter<br />175M users<br />Opportunities:<br />Search operators<br />Monitor conversations<br />Build relationships<br />Establish credibility<br />Publish news and events<br />Added Value: <br />SEO & Mobile<br />
    17. 17. Tactic: Cross-Media Optimization<br />Linkedin<br />100M users<br />Opportunities:<br />Professional networks<br />Industry relevant groups<br />Establish credibility<br />Dialogue and discussion<br />Added Value: <br />SEO & Mobile<br />
    18. 18. iTunes<br />Tactic: Cross-Media Optimization<br />200M users with podcast access<br />Opportunities:<br />Sharable audio format<br />Subscription-based updates<br />Searchable by topic<br />Added Value: <br />SEO & Mobile<br />
    19. 19. Flickr<br />Tactic: Cross-Media Optimization<br />51M users<br />Opportunities:<br />Photo sharing groups<br />Galleries and slideshows<br />Searchable by keyword<br />Embed options<br />Added Value: <br />SEO & Mobile<br />
    20. 20. Foursquare<br />Tactic: Cross-Media Optimization<br />10M users<br />Opportunities:<br />Geo-targeting<br />Mobile marketing<br />Brand loyalty<br />Facebook connect<br />Twitter sync<br />Added Value: <br />SEO<br />
    21. 21. e-Newsletter<br />Tactic: Cross-Media Optimization<br />Opportunities:<br />Marketing database<br />Promotional reach<br />Analytical insight<br />Strengthen relationships<br />Increase web traffic<br />Shareable format<br />Grow likes/followers<br />Added Value: <br />Mobile<br />
    22. 22. Tactic: Cross-Media Optimization<br />Google+<br />10M users<br />Launch July 2011<br />Opportunities:<br />Sync & Share<br />(Gmail, Docs,<br />Spreadsheets, <br />Calendar, Places, <br />Video, Search, <br />RSS, Maps. etc.)<br />Group text <br />
    23. 23. Tactic: Cross-Media Optimization<br />Mobile<br />Growth: 36% of U.S. mobile <br />consumers now have <br />smart phones. (Nielson, April 2011)<br />Opportunities:<br />Reach on-the-go<br />Geo-targeting<br />Text marketing<br />Apps and games<br />
    24. 24. Tactic: Cross-Media Optimization<br />Mobile<br />750M users<br />50% access via mobile<br />51M registered users <br />91% of mobile phones have photo/video capability<br />Over 2B views each day<br />Over 100M mobile views<br />175M users <br />50% access via mobile<br />10M users<br />100% access via mobile (35,000 new users daily)<br />
    25. 25. Tactic: Cross-Media Optimization<br />QR Codes<br />Opportunities:<br /><ul><li>Business cards
    26. 26. All marketing materials
    27. 27. Vehicle decals
    28. 28. Product tags and packaging
    29. 29. Conference nametags
    30. 30. Restaurant menus
    31. 31. Event ticket stubs
    32. 32. Point-of-sale receipts
    33. 33. Guerrilla marketing </li></li></ul><li>Tactic: Cross-Media Optimization<br />www.<br />
    34. 34. Tactic: Brand Management<br />Comprehensive Monitoring<br /><ul><li>Social Media
    35. 35. Blogs
    36. 36. Video
    37. 37. Photos
    38. 38. Comments
    39. 39. Reviews
    40. 40. News clips
    41. 41. Competitor </li></ul>mentions<br />
    42. 42. Tactic: Brand Management<br />4 Free Tools to Help You Monitor Your Brand<br />
    43. 43. Tactic: Brand Management<br />4 Free Tools to Help You Monitor Your Brand<br />
    44. 44. Tactic: Brand Management<br />4 Free Tools to Help You Monitor Your Brand<br />
    45. 45. Tactic: Brand Management<br />4 Free Tools to Help You Monitor Your Brand<br />
    46. 46. Tactic: Reputation Management<br />Social Triage<br /><ul><li>Analyze
    47. 47. Evaluate
    48. 48. Respond</li></li></ul><li>Tactic: Relationship Management<br />Social Media Policy <br />Objectives:<br />Define usage<br />Encourage positive behavior<br />Reinforce social culture<br />Foster growth<br />Provide training<br />
    49. 49. Tactic: Relationship Management<br />Social Media Metrics<br /><ul><li>Frequency: When to post
    50. 50. Location: Where to post
    51. 51. Trending: What to post
    52. 52. Influencer: Who to post to</li></li></ul><li>Tactic: Relevant Communities<br />Industry niche networks<br />Etsy.com<br /><ul><li> Profiles
    53. 53. Connections
    54. 54. Groups
    55. 55. Discussions</li></li></ul><li>Tactic: Relevant Communities<br />Industry niche networks<br />KickStarter.com<br /><ul><li> Profiles
    56. 56. Connections
    57. 57. Fundraising
    58. 58. Support</li></li></ul><li>Tactic: Relevant Communities<br />Industry niche networks<br />ReverbNation.com<br /><ul><li> Profiles
    59. 59. Connections
    60. 60. Groups
    61. 61. Discussions</li></li></ul><li>Evaluations<br />ROI : Calculating Digital Opps<br />ASSESSmeasurable outcomes<br /><ul><li>Ex: Pre- and post-survey results
    62. 62. Ex: Volume and tone of customer feedback
    63. 63. Ex: Cost savings of social media vs. traditional outreach
    64. 64. Ex: Growth of service/sales verticals via social vs. same area with </li></ul> non-social activity<br />
    65. 65. Evaluations<br />On-Demand Reports<br />Objectives<br /><ul><li>Integrated with goals
    66. 66. Targeted to audience
    67. 67. Strategic to media</li></ul>Opportunities<br /><ul><li>Observations
    68. 68. Analytical trends
    69. 69. Future events</li></li></ul><li>Thank you!<br />Michael Winn<br />Chief Digital Officer<br />DigitalOpps<br />@DigitalWINN<br />850-980-9222<br />mwinn@rboa.com<br />
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