Developing aSocial Media Strategy  Columbus Social Media Club    Bryan Huber, Chief Interactive Officer
Six Essential Steps
Six Essential Steps                                Six Essential Steps             ‣ Plan             ‣ Social Analysis   ...
Six Essential Steps                  Social Media...One Part of                    Your Marketing Effort©2011 Paul Werth A...
Six Essential Steps                         Strategy Is Not Tactics©2011 Paul Werth Associates | Social Media Club Columbus
Six Essential Steps                           Starting With Tactics                          Is Starting Backwards©2011 Pa...
Why StrategyIs Important
Marketing Tactics: Then                               1990                        • Direct Mail                           ...
Marketing Tactics: Now • Email • Mobile Email                               2010                                • Print   ...
Step 1: PlanHow does social fit in?
Six Essential Steps                                                   Planning:                                    The Fir...
Step 2: Social Analysis      Do your research.
Six Essential Steps                                       Social Analysis:                               The Second Essent...
Step 3: Set GoalsWhat does success look like?
Six Essential Steps                                         Setting Goals:                                   The Third Ess...
Step 4:Engagement Strategy  How will you drive interaction?
Six Essential Steps                        Engagement Strategy:                                 The Fourth Essential Step ...
Step 5:Measurement Strategy    Measuring your goals.
Six Essential Steps                      Measurement Strategy:                                    The Fifth Essential Step...
Step 6: Implementation        Execute.
Six Essential Steps                                     Implementation:                                      The Six Essen...
Case StudyThe Safety Dance.
Case Study         National Safe Boating Council              ‣   Overall goal: raise awareness of life jacket            ...
Case Study         National Safe Boating Council                ‣   Tactics: Create a video which emphasize               ...
Case Study©2011 Paul Werth Associates | Social Media Club Columbus
Case Study©2011 Paul Werth Associates | Social Media Club Columbus
Case Study©2011 Paul Werth Associates | Social Media Club Columbus
Case Study         National Safe Boating Council                ‣   Results: Thousands of people participated             ...
“We have been overwhelmed by the positivefeedback we have been getting on the SafetyDance campaign. We are going state to ...
Resources
Resources                              Strategy Resources                ‣   Forrester’s P.O.S.T. Approach                ...
Connect With Us!                   in/bryanhuber                                   @bryanhuber              in/paulwerthas...
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Building a Social Media Strategy

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Presented by Bryan Huber, Chief Interactive Officer, Paul Werth Associates

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Building a Social Media Strategy

  1. 1. Developing aSocial Media Strategy Columbus Social Media Club Bryan Huber, Chief Interactive Officer
  2. 2. Six Essential Steps
  3. 3. Six Essential Steps Six Essential Steps ‣ Plan ‣ Social Analysis ‣ Set Goals ‣ Engagement Strategy ‣ Measurement Strategy ‣ Implementation©2011 Paul Werth Associates | Social Media Club Columbus
  4. 4. Six Essential Steps Social Media...One Part of Your Marketing Effort©2011 Paul Werth Associates | Social Media Club Columbus
  5. 5. Six Essential Steps Strategy Is Not Tactics©2011 Paul Werth Associates | Social Media Club Columbus
  6. 6. Six Essential Steps Starting With Tactics Is Starting Backwards©2011 Paul Werth Associates | Social Media Club Columbus
  7. 7. Why StrategyIs Important
  8. 8. Marketing Tactics: Then 1990 • Direct Mail • Telephone • TV • Radio • Print • Display©2011 Paul Werth Associates | Social Media Club Columbus
  9. 9. 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
  10. 10. Step 1: PlanHow does social fit in?
  11. 11. 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
  12. 12. Step 2: Social Analysis Do your research.
  13. 13. 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
  14. 14. Step 3: Set GoalsWhat does success look like?
  15. 15. 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
  16. 16. Step 4:Engagement Strategy How will you drive interaction?
  17. 17. 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
  18. 18. Step 5:Measurement Strategy Measuring your goals.
  19. 19. 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
  20. 20. Step 6: Implementation Execute.
  21. 21. 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
  22. 22. Case StudyThe Safety Dance.
  23. 23. 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
  24. 24. 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
  25. 25. Case Study©2011 Paul Werth Associates | Social Media Club Columbus
  26. 26. Case Study©2011 Paul Werth Associates | Social Media Club Columbus
  27. 27. Case Study©2011 Paul Werth Associates | Social Media Club Columbus
  28. 28. 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
  29. 29. “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
  30. 30. Resources
  31. 31. Resources Strategy Resources ‣ Forrester’s P.O.S.T. Approach ‣ ClickZ: http://www.clickz.com/ ‣ Jeremiah Owyang: http://www.web-strategist.com©2011 Paul Werth Associates | Social Media Club Columbus
  32. 32. Connect With Us! in/bryanhuber @bryanhuber in/paulwerthassociates @paulwerth paulwerth.com©2011 Paul Werth Associates | Social Media Club Columbus
  33. 33. Content

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