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

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

  • The Art of Social Media
  • Prepare Your Digital Canvas
    • Objectives
    • Audiences
    • Messages
    • Tactics
    • Evaluations
  • 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
  • Know Your Audience
    5 Behaviors on the Social Web
    (Altimeter Group: 2010 Socialgraphics)
  • Know Your Message
    • Connectedto your objectives
    • Targeted
    to your audience
    • Integrated
    in your media
  • Tactics
    • Cross-Media Optimization
    • Brand Management
    • Relationship Management
    • Relevant Communities
  • Tactic: Cross-Media Optimization
    Become your
    own broadcast center
  • 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
  • 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
  • Tactic: Cross-Media Optimization
    Twitter
    175M users
    Opportunities:
    Search operators
    Monitor conversations
    Build relationships
    Establish credibility
    Publish news and events
    Added Value:
    SEO & Mobile
  • Tactic: Cross-Media Optimization
    Linkedin
    100M users
    Opportunities:
    Professional networks
    Industry relevant groups
    Establish credibility
    Dialogue and discussion
    Added Value:
    SEO & Mobile
  • iTunes
    Tactic: Cross-Media Optimization
    200M users with podcast access
    Opportunities:
    Sharable audio format
    Subscription-based updates
    Searchable by topic
    Added Value:
    SEO & Mobile
  • Flickr
    Tactic: Cross-Media Optimization
    51M users
    Opportunities:
    Photo sharing groups
    Galleries and slideshows
    Searchable by keyword
    Embed options
    Added Value:
    SEO & Mobile
  • Foursquare
    Tactic: Cross-Media Optimization
    10M users
    Opportunities:
    Geo-targeting
    Mobile marketing
    Brand loyalty
    Facebook connect
    Twitter sync
    Added Value:
    SEO
  • 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
  • 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
  • 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
  • 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)
  • Tactic: Cross-Media Optimization
    QR Codes
    Opportunities:
    • Business cards
    • All marketing materials
    • Vehicle decals
    • Product tags and packaging
    • Conference nametags
    • Restaurant menus
    • Event ticket stubs
    • Point-of-sale receipts
    • Guerrilla marketing
  • Tactic: Cross-Media Optimization
    www.
  • Tactic: Brand Management
    Comprehensive Monitoring
    • Social Media
    • Blogs
    • Video
    • Photos
    • Comments
    • Reviews
    • News clips
    • Competitor
    mentions
  • Tactic: Brand Management
    4 Free Tools to Help You Monitor Your Brand
  • Tactic: Brand Management
    4 Free Tools to Help You Monitor Your Brand
  • Tactic: Brand Management
    4 Free Tools to Help You Monitor Your Brand
  • Tactic: Brand Management
    4 Free Tools to Help You Monitor Your Brand
  • Tactic: Reputation Management
    Social Triage
    • Analyze
    • Evaluate
    • Respond
  • Tactic: Relationship Management
    Social Media Policy
    Objectives:
    Define usage
    Encourage positive behavior
    Reinforce social culture
    Foster growth
    Provide training
  • Tactic: Relationship Management
    Social Media Metrics
    • Frequency: When to post
    • Location: Where to post
    • Trending: What to post
    • Influencer: Who to post to
  • Tactic: Relevant Communities
    Industry niche networks
    Etsy.com
    • Profiles
    • Connections
    • Groups
    • Discussions
  • Tactic: Relevant Communities
    Industry niche networks
    KickStarter.com
    • Profiles
    • Connections
    • Fundraising
    • Support
  • Tactic: Relevant Communities
    Industry niche networks
    ReverbNation.com
    • Profiles
    • Connections
    • Groups
    • Discussions
  • Evaluations
    ROI : Calculating Digital Opps
    ASSESSmeasurable outcomes
    • Ex: Pre- and post-survey results
    • Ex: Volume and tone of customer feedback
    • Ex: Cost savings of social media vs. traditional outreach
    • Ex: Growth of service/sales verticals via social vs. same area with
    non-social activity
  • Evaluations
    On-Demand Reports
    Objectives
    • Integrated with goals
    • Targeted to audience
    • Strategic to media
    Opportunities
    • Observations
    • Analytical trends
    • Future events
  • Thank you!
    Michael Winn
    Chief Digital Officer
    DigitalOpps
    @DigitalWINN
    850-980-9222
    mwinn@rboa.com