Social Media Strategy Roadmap

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Social Media Strategy Roadmap

  1. 1. Social Media Strategy Roadmap Michael Bellavia President, HelpsGood Social Media for Nonprofits LA August 14, 2012
  2. 2. Who We’ve Helped 3
  3. 3. What We Hear• We’ve been doing social media for awhile.• Well, actually, it was just added to my pile.• We’re on Facebook. Isn’t that enough?• It’s hard to create stuff all the time.• We need to do more with less.• We need a better handle on how we’re doing.• How do we get more organized? 4
  4. 4. You Are Not Alone• 94% with marketing dept used social media• 60% of marketers devote a full day to social• 85% reported an increase in exposure• 58% using social 3+ years had revenue bump• 40% want to know how to measure ROI• Top 10 ?: How do I form a strategy?Social Media Examiner, Marketing Industry Report 2012 5
  5. 5. Areas to Address• Measurement• Targeting• Engagement• Fundraising• Activation• Manage Invested Time and Effort• Who to Involve• Strategy, Tactics and Tools 6
  6. 6. What You Need• Culture of change• Executive leadership• Social media strategy• Editorial calendar and tactics by platform• Integrated communication• Organizational approach• Culture of change 7
  7. 7. Social Media Strategy Outline• Vision, Goals and Objectives• Audience/People• Listening Summary• Content Calendar• Social Tactical Plan by Channel• Tools and Platforms• Metrics• Infrastructure 8
  8. 8. Core Beliefs• Open System• Shared Actions• Outcome Focus• Build and Engage with the Right Communities• Control Mechanisms• UX Focus• Be Human 9
  9. 9. Vision and Goals• Vision – What you hold sacred• Goals – Awareness – Interest – Action – Satisfaction – Advocacy 10
  10. 10. Objectives – SMART Model• Specific and clearly stated• Measurable• Attainable• Relevant• Time-bound 11http://en.wikipedia.org/wiki/SMART_criteria
  11. 11. VGOs For @Smokey_Bear• Prevent Human Caused Wildfires• Increase Awareness Among 18-34 Year Olds• Increase FB Likes to 68,000 by His 68th 12
  12. 12. People• Geography/Environment• Demography – age, gender, occupation, etc• Behaviors – brand loyalty, benefits sought• Beliefs – Values, lifestyle, normsMicrosegment as much as possible 13
  13. 13. People• Smokey Nostalgists• Recent Converts• Firefighters• International friends• Nonprofits• Nature Lovers – Enthusiasts, Environmentalists, Hunters• Animal Lovers – Bear Lovers• Illustrators/Photographers• Haters 14
  14. 14. Listening• Summary audit• Communities by microsegment (internal too)• Communities by platform• Conversations – granular level• Top 5 advocates/allies by platform• Top 5 influencers by platform• What motivates them• Basket of comparables• Tools 15
  15. 15. Smokey by Platform 100% 90% 80%# of messages 70% 51% 51% 60% 61% 58% 60% 65% 66% 66% 68% 66% 69% 67% 65% 60% 50% 2% 40% 3% 2% 16% 3% 8% 5% 30% 2% 12% 3% 2% 2% 22% 17% 10% 11% 21% 20% 12% 17% 11% 15% 18% 19% 16% 25% 21% 7% 10% 15% 15% 15% 18% 16% 16% 4% 6% 5% 11% 12% 7% 5% 7% 7% 0% Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Blogs Boards Facebook Twitter Date range: May 1 – May 31, 2012 16
  16. 16. Smokey Verbatims“Trees sure help with the photo! I am in the city and all I had to frame it with were the clouds. Lovely shot!” Facebook, 5/6/2012 “RT @smokey_bear: Looking up at super moon last night I couldnt help but think of the super people helping to prevent wildfires. Thanks. ...” Twitter, 5/6/2012 “RT @SpaceArtAl: NASA @AstroAcaba & Smokey Bear are on their way to @ISS_NatLab for a 6-month stint. Read about it: http://t.co/rARaaeup” Twitter, 5/15/2012 “Love you Smokey! Were here in Big Sur and being extra extra careful with fire. “ Facebook, 5/23/2012 17
  17. 17. Icons – Share of Voice3,000 2,4542,500 2,325 2,1762,000 1,6021,500 1,280 1,237 1,153 9991,000 860 687 699 691 500 386 346 360 137 131 139 0 Smokey Bear Gecko Geico Pillsbury Dough Boy Tony the Tiger Alfac Duck Michelin Man Mar-12 Apr-12 May-12 Date range: March 1 – May 31, 2012 18
  18. 18. Content Calendar• By Date – Day and time of week – Holidays – global, campaign, interest related – Campaign related milestones• By Microsegment – Rotation schedule for demo, behavior, beliefs 19
  19. 19. Content Calendar• By Content Type – Text, video, illustration, photo, infographics, etc.• Within Content Type, eg Text – Declarative statements – Open-ended vs. Closed-ended Questions – Memes – Length – Comments/RTs – Meat and Potatoes vs. Dessert 20
  20. 20. Content Calendar• By Channel – Owned and operated social channels – Partner and earned channels – Bought channels• By Origin – Internal vs. partners vs. external UGC 21
  21. 21. Smokey Memeshttp://www.adlibbing.org/2012/07/16/you-can-haz-meme/ 22
  22. 22. Social Tactical Plan by ChannelChannel Owner Hours/Effort Objectives Segment Tactics MetricsFacebookTwitterLinkedInTumblrInstagramBlogsYouTubePinterestGamesAppsPrintablesWebsiteEmail 23
  23. 23. Impact on Other ChannelsChannel Owner Hours/Effort Objectives Segment Tactics MetricsTVPrintOutdoorDirectMailEventsIndustryPackagingPartner 24
  24. 24. Smokey Tactics• Facebook – Smokey and Me app – New cover photo and profile icon – NASA partnership• Twitter – #SmokeyinSpace live tweeting• Blogs – Huffington Post – Social media press release• Instagram – Usage launched• Print campaign• Donated media 25
  25. 25. Smokey Tactics 26
  26. 26. Tools and Platforms• Listening – BuzzMetrics, Vocus, Radian6• Publishing – HootSuite, BuddyMedia, Wildfire• Planning – Google Docs• Syndication – GaggleAmp, SocialChorus• Advertising• Analytics – Sprout Social, SimplyMeasured, AppData, Twitter Counter, Klout• Email – Constant Contact, MailChimp, VR• Custom – app development, BSD, Blackbaud 27
  27. 27. Metrics/KPIs• Likes/Follows – Reach• RTs/Comments – Engagement• Number of leads• Leads converted• Percentage of content derived externally• Value of revenue from advocates• Revenue versus campaign spend• Brand awareness scores 28
  28. 28. Smokey Birthday Results• 66,500 by Bday• Just shy of 68K• 40% more than avg monthly inc• FB app rethink 29
  29. 29. Infrastructure: Staff• Staff – Strategy – Content Creation and Curation – Community Management – Measurement and Analytics – Social and other – Channel specialists – External support• Training Plan 30
  30. 30. Infrastructure: Policies• Philosophy• Access and Use• Account Management• Conduct/Language• Content Guidelines• Legal• Security• Brand Guidelines• What you won’t touch 31
  31. 31. Infrastructure: Timeline/Budget• Target dates – Realistic and achievable• Budget – Staff – External Agencies – Tools and Services – Media – Research 32
  32. 32. Social Media Strategy Outline• Vision, Goals and Objectives• People• Listening Audit• Content Calendar• Social Tactical Plan• Tools• Metrics• Infrastructure 33
  33. 33. Thanks! Michael Bellavia www.HelpsGood.commichael@helpsgood.com@mrbellavia / @helpsgood

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