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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
    • 2. Prepare Your Digital Canvas
    • Know Your Objective
      Objective: Inspire & Engage
      “We want people to feel ownership of this museum. We ask them to tell us
      what they think. We want to engage with our community.”
      Brooklyn Museum
    • 7. Know Your Audience
      5 Behaviors on the Social Web
      (Altimeter Group: 2010 Socialgraphics)
    • 8. Know Your Message
      • Connectedto your objectives
      • 9. Targeted
      to your audience
      • Integrated
      in your media
    • 10. Tactics
      • Cross-Media Optimization
      • 11. Brand Management
      • 12. Relationship Management
      • 13. Relevant Communities
    • Tactic: Cross-Media Optimization
      Become your
      own broadcast center
    • 14. Tactic: Cross-Media Optimization
      Blog
      In 2012, 43% of U.S.
      Companies will use their
      blog formarketing
      purposes compared to
      34% in 2010.
      Opportunity:
      Public participation
      Collaboration
      Added Value:
      SEO & Mobile
    • 15. Facebook
      Tactic: Cross-Media Optimization
      750M users
      Opportunities:
      Video
      Real-time information
      Real-time dialogue
      Event promotion
      B2B and B2C relations
      Page to Page
      Added Value:
      SEO & Mobile
    • 16. Tactic: Cross-Media Optimization
      Twitter
      175M users
      Opportunities:
      Search operators
      Monitor conversations
      Build relationships
      Establish credibility
      Publish news and events
      Added Value:
      SEO & Mobile
    • 17. Tactic: Cross-Media Optimization
      Linkedin
      100M users
      Opportunities:
      Professional networks
      Industry relevant groups
      Establish credibility
      Dialogue and discussion
      Added Value:
      SEO & Mobile
    • 18. iTunes
      Tactic: Cross-Media Optimization
      200M users with podcast access
      Opportunities:
      Sharable audio format
      Subscription-based updates
      Searchable by topic
      Added Value:
      SEO & Mobile
    • 19. Flickr
      Tactic: Cross-Media Optimization
      51M users
      Opportunities:
      Photo sharing groups
      Galleries and slideshows
      Searchable by keyword
      Embed options
      Added Value:
      SEO & Mobile
    • 20. Foursquare
      Tactic: Cross-Media Optimization
      10M users
      Opportunities:
      Geo-targeting
      Mobile marketing
      Brand loyalty
      Facebook connect
      Twitter sync
      Added Value:
      SEO
    • 21. e-Newsletter
      Tactic: Cross-Media Optimization
      Opportunities:
      Marketing database
      Promotional reach
      Analytical insight
      Strengthen relationships
      Increase web traffic
      Shareable format
      Grow likes/followers
      Added Value:
      Mobile
    • 22. Tactic: Cross-Media Optimization
      Google+
      10M users
      Launch July 2011
      Opportunities:
      Sync & Share
      (Gmail, Docs,
      Spreadsheets,
      Calendar, Places,
      Video, Search,
      RSS, Maps. etc.)
      Group text
    • 23. Tactic: Cross-Media Optimization
      Mobile
      Growth: 36% of U.S. mobile
      consumers now have
      smart phones. (Nielson, April 2011)
      Opportunities:
      Reach on-the-go
      Geo-targeting
      Text marketing
      Apps and games
    • 24. Tactic: Cross-Media Optimization
      Mobile
      750M users
      50% access via mobile
      51M registered users
      91% of mobile phones have photo/video capability
      Over 2B views each day
      Over 100M mobile views
      175M users
      50% access via mobile
      10M users
      100% access via mobile (35,000 new users daily)
    • 25. Tactic: Cross-Media Optimization
      QR Codes
      Opportunities:
      • 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
    • Tactic: Cross-Media Optimization
      www.
    • 34. Tactic: Brand Management
      Comprehensive Monitoring
      mentions
    • 42. Tactic: Brand Management
      4 Free Tools to Help You Monitor Your Brand
    • 43. Tactic: Brand Management
      4 Free Tools to Help You Monitor Your Brand
    • 44. Tactic: Brand Management
      4 Free Tools to Help You Monitor Your Brand
    • 45. Tactic: Brand Management
      4 Free Tools to Help You Monitor Your Brand
    • 46. Tactic: Reputation Management
      Social Triage
    • Tactic: Relationship Management
      Social Media Policy
      Objectives:
      Define usage
      Encourage positive behavior
      Reinforce social culture
      Foster growth
      Provide training
    • 49. Tactic: Relationship Management
      Social Media Metrics
      • Frequency: When to post
      • 50. Location: Where to post
      • 51. Trending: What to post
      • 52. Influencer: Who to post to
    • Tactic: Relevant Communities
      Industry niche networks
      Etsy.com
    • Tactic: Relevant Communities
      Industry niche networks
      KickStarter.com
    • Tactic: Relevant Communities
      Industry niche networks
      ReverbNation.com
    • Evaluations
      ROI : Calculating Digital Opps
      ASSESSmeasurable outcomes
      • 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
      non-social activity
    • 65. Evaluations
      On-Demand Reports
      Objectives
      • Integrated with goals
      • 66. Targeted to audience
      • 67. Strategic to media
      Opportunities
      • Observations
      • 68. Analytical trends
      • 69. Future events
    • Thank you!
      Michael Winn
      Chief Digital Officer
      DigitalOpps
      @DigitalWINN
      850-980-9222
      mwinn@rboa.com

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