10 Essential Elements of a Mature Social Media Marketing Strategy           Presenter:            @KentLewis        Presid...
AgendaState of Social10 Essential Elements of a Social StrategyEmployee Training & ToolsLooking AheadResources
About Anvil MediaAnvil Media, Inc. is a digital marketing agency specializing in searchengine marketing (SEM) services inc...
Benefits of Social MediaGain industry and constituent insightsProvide affordable customer serviceCreate or extend brand aw...
Social Activity Expanding
So Are The Conversations
Social Tools For Business
Social Media As Customer Service
Measurement Methods
Who’s Tracking Social Media?Percent of US Marketers who Track Social Media                          -25.00%        0.00%  ...
Social Media Marketing Efficacy
Social Media Budget Trends
Platforms
10 Essential Elements of an Effective       Social Media Strategy
1. Philosophy   Social Media Evangelist vs. Manager   Audience segmentation   Empathy, insights & action   Authenticit...
2. Platform Optimization   (Re)claim brands & trademarks   Optimize each platform for visibility   Track evolving platf...
3. Voice   Unique, Consistent & Relevant   One vs. Many   Minimize automation & cross-posting   Consider “Social Brand...
4. Content (Is King)   Consistently high-value   Original & unique   Based on objectives & trends   Incorporating refe...
5. Generosity   Reciprocation: likes, follows, mentions   Sharing: industry news & trends   Saying “Thanks” to fans & f...
6. Velocity   Balance between visibility & nuisance   Schedule regular updates   Post important content 2-4 times   Ut...
7. Administration   Privacy policy & legal disclaimer   Properly secure profile access   Properly secure profile data ...
8.Training   Create & share social media guidelines   Leverage management tools (HootSuite)   Involve key decision make...
9. Commitment   Internal (and external) resources   Budget for marketing & maintenance   Consistent dedication over tim...
10. Critical Social Analytics1. Conversions2. Qualified Visitors/Fans/Prospects3. Engagement Metrics4. Overall Visibility ...
Employee Training & Tools
Sample Employee GuidelinesBe transparent, judicious, humble, human, professional, smartTalk about what you know and add va...
Solution: Hiring for Social MediaIdeal Education/Experience  Marketing and/or communications degree  Sociology or psycholo...
Solution: Social Media TrainingFinalize & distribute Social Media GuidelinesIncorporate training into on-boarding processM...
Social Mention Individual searches or updates Tracks strength & sentiment Measures passion & reach
HootSuite Manage multiple profiles Schedule & measure tweets Integration with Google Analytics
Looking Ahead
Evolving Social Platforms
Timeless Parting AdviceDon’t criticize, condemn, or complain.Give honest and sincere appreciation.Arouse in the other pers...
Read articles & white papers in Anvil Resources sectionSign up for our monthly email newsletterRead our blog or follow us ...
10 Essential Elements of a Mature Social Media Marketing Strategy - Kent Lewis
10 Essential Elements of a Mature Social Media Marketing Strategy - Kent Lewis
10 Essential Elements of a Mature Social Media Marketing Strategy - Kent Lewis
10 Essential Elements of a Mature Social Media Marketing Strategy - Kent Lewis
10 Essential Elements of a Mature Social Media Marketing Strategy - Kent Lewis
10 Essential Elements of a Mature Social Media Marketing Strategy - Kent Lewis
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10 Essential Elements of a Mature Social Media Marketing Strategy - Kent Lewis

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10 Essential Elements of a Mature Social Media Marketing Strategy
Kent Lewis, Anvil Media

Like many businesses, you now have active profiles on Facebook, Twitter, LinkedIn and YouTube. Similar to other marketers, you’re now measuring the impact of social media marketing on your bottom line. If you’re in the same situation as everyone else, you’re also asking, “What’s next?” Kent Lewis, President & Founder of Anvil Media, will outline essential elements of a mature social media marketing strategy—from philosophy to analytics. You'll discover the most effective best practices for high ROI social media campaigns, and see and real-world examples based on detailed research and 14 years of experience developing social media strategies for clients. You'll leave this session with a framework to develop, refine and improve the ROI on your social programs.

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  • http://www.mediabistro.com/alltwitter/social-media-cheat-sheet_b17969
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  • How do you determine that the site is indexed?Google Webmaster tools (via Sitemap.xml feed)
  • How do you determine that the site is indexed?Google Webmaster tools (via Sitemap.xml feed)
  • How do you determine that the site is indexed?Google Webmaster tools (via Sitemap.xml feed)
  • How do you determine that the site is indexed?Google Webmaster tools (via Sitemap.xml feed)
  • How do you determine that the site is indexed?Google Webmaster tools (via Sitemap.xml feed)
  • How do you determine that the site is indexed?Google Webmaster tools (via Sitemap.xml feed)
  • 10 Essential Elements of a Mature Social Media Marketing Strategy - Kent Lewis

    1. 1. 10 Essential Elements of a Mature Social Media Marketing Strategy Presenter: @KentLewis President & Founder www.anvilmediainc.com
    2. 2. AgendaState of Social10 Essential Elements of a Social StrategyEmployee Training & ToolsLooking AheadResources
    3. 3. About Anvil MediaAnvil Media, Inc. is a digital marketing agency specializing in searchengine marketing (SEM) services including web analytics, site conversionoptimization, search engine optimization (SEO), pay-per-click (PPC)management, mobile and social media marketing.
    4. 4. Benefits of Social MediaGain industry and constituent insightsProvide affordable customer serviceCreate or extend brand awarenessBuild community & thought leadershipGenerate measurable top line revenue
    5. 5. Social Activity Expanding
    6. 6. So Are The Conversations
    7. 7. Social Tools For Business
    8. 8. Social Media As Customer Service
    9. 9. Measurement Methods
    10. 10. Who’s Tracking Social Media?Percent of US Marketers who Track Social Media -25.00% 0.00% 25.00% 50.00% 75.00% Increase in friends/followers/fans 66% Site traffic driven by social 60% Mentions 39% New leads generated 36% Sales 29% Key influencers and reach of messaging 26%Duration of engagement of period of time 22%
    11. 11. Social Media Marketing Efficacy
    12. 12. Social Media Budget Trends
    13. 13. Platforms
    14. 14. 10 Essential Elements of an Effective Social Media Strategy
    15. 15. 1. Philosophy Social Media Evangelist vs. Manager Audience segmentation Empathy, insights & action Authenticity, transparency & honesty
    16. 16. 2. Platform Optimization (Re)claim brands & trademarks Optimize each platform for visibility Track evolving platforms and features Develop & track relevant KPIs
    17. 17. 3. Voice Unique, Consistent & Relevant One vs. Many Minimize automation & cross-posting Consider “Social Brand Manager” role
    18. 18. 4. Content (Is King) Consistently high-value Original & unique Based on objectives & trends Incorporating reference points
    19. 19. 5. Generosity Reciprocation: likes, follows, mentions Sharing: industry news & trends Saying “Thanks” to fans & followers Pay it Forward!
    20. 20. 6. Velocity Balance between visibility & nuisance Schedule regular updates Post important content 2-4 times Utilize unique tracking URLs for testing
    21. 21. 7. Administration Privacy policy & legal disclaimer Properly secure profile access Properly secure profile data Prepare ORM contingency plan
    22. 22. 8.Training Create & share social media guidelines Leverage management tools (HootSuite) Involve key decision makers (HR, legal) Consider certification courses
    23. 23. 9. Commitment Internal (and external) resources Budget for marketing & maintenance Consistent dedication over time Maintain strategic direction & focus
    24. 24. 10. Critical Social Analytics1. Conversions2. Qualified Visitors/Fans/Prospects3. Engagement Metrics4. Overall Visibility and/or Sentiment
    25. 25. Employee Training & Tools
    26. 26. Sample Employee GuidelinesBe transparent, judicious, humble, human, professional, smartTalk about what you know and add value; know your audienceMake it interesting, unique, remarkable, informative, funThink before you post or replyRespect the privacy and opinions of others (even competitors)Don’t pick fights, and be the first to correct your mistakesHonor confidentiality, proprietary information & IPRespect copyright, fair use and financial disclosure lawsGain approval and cite your sources, before postingUnderstand terms of service of social platformsLeverage social media to increase, not decrease productivityReport any policy violations to management
    27. 27. Solution: Hiring for Social MediaIdeal Education/Experience Marketing and/or communications degree Sociology or psychology or economics are helpfulDesirable Skills Proficient written and verbal skills Familiarity & experience with social/web platformsBonus Talents High level of intuition and empathy (for customers) Passion for all things internet & technology Ability to gain insights from reams of data
    28. 28. Solution: Social Media TrainingFinalize & distribute Social Media GuidelinesIncorporate training into on-boarding processMandate training for employees touching socialSelect ambassadors for remainder of company Provide initial training and professional development Foster employee interaction with ambassadors Empower ambassadors to host trainingsShare social results in company communications
    29. 29. Social Mention Individual searches or updates Tracks strength & sentiment Measures passion & reach
    30. 30. HootSuite Manage multiple profiles Schedule & measure tweets Integration with Google Analytics
    31. 31. Looking Ahead
    32. 32. Evolving Social Platforms
    33. 33. Timeless Parting AdviceDon’t criticize, condemn, or complain.Give honest and sincere appreciation.Arouse in the other person an eager want.Be a good listener. Encourage others to talk about themselves.The only way to get the best of an argument is to avoid it.Show respect for the other persons opinions. Never say "Youre Wrong."If youre wrong, admit it quickly and emphatically.Dramatize your ideas.Throw down a challenge.
    34. 34. Read articles & white papers in Anvil Resources sectionSign up for our monthly email newsletterRead our blog or follow us on Twitter (@AnvilMedia)Ask questions about social media, search or mobile marketing@KentLewisPresident & FounderAnvil Media, Inc.503-260-6700kent@anvilmediainc.com

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