Building a Social Media Strategy

Developing aSocial Media Strategy Columbus Social Media Club Bryan Huber, Chief Interactive Ofﬁcer

Six Essential Steps

Why StrategyIs Important

Marketing Tactics: Now • Email • Mobile Email 2010 • Print • Display • Online Video • Affiliate Marketing • Behavioral • Retargeting • SMS+MMS • Website • Webinars • Paid Social • IM • Search (SEO) • Blogs • Location based • Direct Mail • Paid Search • RSS • Widgets • Telephone • Online Display • Podcasts • QR Codes • TV • Landing Pages • Wikis • Augmented • Radio • Microsites • Social Networks Reality — From Joel Book, Exact Target©2011 Paul Werth Associates | Social Media Club Columbus

Step 1: PlanHow does social fit in?

Six Essential Steps Planning: The First Essential Step ‣ How will you align with your marketing strategy? ‣ Where is your audience online? ‣ How will you create and share compelling content? What type? ‣ Is it for the brand, a campaign or both? ‣ The plan should keep you disciplined, engaged and motivated.©2011 Paul Werth Associates | Social Media Club Columbus

Step 2: Social Analysis Do your research.

Six Essential Steps Social Analysis: The Second Essential Step ‣ What are you currently doing? ‣ What channels are your audience using? ‣ How are they engaging with each other? ‣ What are your competitors doing?©2011 Paul Werth Associates | Social Media Club Columbus

Step 3: Set GoalsWhat does success look like?

Six Essential Steps Setting Goals: The Third Essential Step ‣ Define your Key Performance Indicators (KPIs). ‣ How will you track them? ‣ What happens if you exceed your goals? ‣ Become a data driven marketer.©2011 Paul Werth Associates | Social Media Club Columbus

Step 4:Engagement Strategy How will you drive interaction?

Six Essential Steps Engagement Strategy: The Fourth Essential Step ‣ What is your content strategy? ‣ What is your channel strategy? ‣ How does it fit into a campaign? ‣ Social strategy should be flexible. ‣ Create a crisis communications plan.©2011 Paul Werth Associates | Social Media Club Columbus

Step 5:Measurement Strategy Measuring your goals.

Six Essential Steps Measurement Strategy: The Fifth Essential Step ‣ You can’t affect what you don’t measure. ‣ Are your analytics set up correctly? ‣ Identify third party tools. ‣ Some manual tracking. ‣ Integrate into offline measurement.©2011 Paul Werth Associates | Social Media Club Columbus

Step 6: Implementation Execute.

Six Essential Steps Implementation: The Six Essential Step ‣ Get your content ready. ‣ Train the appropriate teams. ‣ Get to work. ‣ Consistent review of steps three, four and five. ‣ Consistent reporting.©2011 Paul Werth Associates | Social Media Club Columbus

Case StudyThe Safety Dance.

Case Study National Safe Boating Council ‣ Overall goal: raise awareness of life jacket and marine safety during peak boating season ‣ Strategy: create a campaign that reminds boaters of what they will “leave behind” if they do not wear a life jacket.©2011 Paul Werth Associates | Social Media Club Columbus

Case Study National Safe Boating Council ‣ Tactics: Create a video which emphasize key points and can be customized with a users facebook photos. Use email, website and social channels to promote the campaign. An award incentive was added to drive customizations.©2011 Paul Werth Associates | Social Media Club Columbus

Case Study National Safe Boating Council ‣ Results: Thousands of people participated in the campaign. The Coast Guard is using the campaign for training purposes. Campaign was recognized by the U.S. Department of Homeland Security and U.S. Coast Guard for outstanding work in the area of Marine Safety.©2011 Paul Werth Associates | Social Media Club Columbus

“We have been overwhelmed by the positivefeedback we have been getting on the SafetyDance campaign. We are going state to state— from Virginia to Hawaii — for end-of-yearpresentations and at every stop have receivedmultiple compliments on the campaign.Everyone is commenting on the positivemessage and how fun, cool and innovativethe campaign is.”— Virgil Chambers, Executive Director National Safe Boating Council

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Building a Social Media Strategy

by Social Media Club Columbus on Feb 15, 2011

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Building a Social Media Strategy — Presentation Transcript