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The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
The Art of Social Media - Digital Strategy
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The Art of Social Media - Digital Strategy

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  • For each example provide number of users or statement of importance.
  • Transcript

    1. The Art of Social Media<br />
    2. Prepare Your Digital Canvas<br /><ul><li>Objectives
    3. Audiences
    4. Messages
    5. Tactics
    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. Know Your Audience<br />5 Behaviors on the Social Web<br />(Altimeter Group: 2010 Socialgraphics)<br />
    8. Know Your Message<br /><ul><li>Connectedto your objectives
    9. Targeted</li></ul>to your audience <br /><ul><li>Integrated</li></ul>in your media<br />
    10. Tactics<br /><ul><li> Cross-Media Optimization
    11. Brand Management
    12. Relationship Management
    13. Relevant Communities</li></li></ul><li>Tactic: Cross-Media Optimization<br />Become your <br />own broadcast center<br />
    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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Tactic: Cross-Media Optimization<br />QR Codes<br />Opportunities:<br /><ul><li>Business cards
    26. All marketing materials
    27. Vehicle decals
    28. Product tags and packaging
    29. Conference nametags
    30. Restaurant menus
    31. Event ticket stubs
    32. Point-of-sale receipts
    33. Guerrilla marketing </li></li></ul><li>Tactic: Cross-Media Optimization<br />www.<br />
    34. Tactic: Brand Management<br />Comprehensive Monitoring<br /><ul><li>Social Media
    35. Blogs
    36. Video
    37. Photos
    38. Comments
    39. Reviews
    40. News clips
    41. Competitor </li></ul>mentions<br />
    42. Tactic: Brand Management<br />4 Free Tools to Help You Monitor Your Brand<br />
    43. Tactic: Brand Management<br />4 Free Tools to Help You Monitor Your Brand<br />
    44. Tactic: Brand Management<br />4 Free Tools to Help You Monitor Your Brand<br />
    45. Tactic: Brand Management<br />4 Free Tools to Help You Monitor Your Brand<br />
    46. Tactic: Reputation Management<br />Social Triage<br /><ul><li>Analyze
    47. Evaluate
    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. Tactic: Relationship Management<br />Social Media Metrics<br /><ul><li>Frequency: When to post
    50. Location: Where to post
    51. Trending: What to post
    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. Connections
    54. Groups
    55. Discussions</li></li></ul><li>Tactic: Relevant Communities<br />Industry niche networks<br />KickStarter.com<br /><ul><li> Profiles
    56. Connections
    57. Fundraising
    58. Support</li></li></ul><li>Tactic: Relevant Communities<br />Industry niche networks<br />ReverbNation.com<br /><ul><li> Profiles
    59. Connections
    60. Groups
    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. Ex: Volume and tone of customer feedback
    63. Ex: Cost savings of social media vs. traditional outreach
    64. Ex: Growth of service/sales verticals via social vs. same area with </li></ul> non-social activity<br />
    65. Evaluations<br />On-Demand Reports<br />Objectives<br /><ul><li>Integrated with goals
    66. Targeted to audience
    67. Strategic to media</li></ul>Opportunities<br /><ul><li>Observations
    68. Analytical trends
    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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