How to Develop a Social Media Strategy

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Beyond Farmville - is social media actually good for business?
Keeping pace with the evolution of online marketing has become increasingly difficult for organizations. There has been a fundamental shift in the way we communicate and this session will provide guidance for understanding the variety of social media marketing channels and choosing the right strategies to build effective social interactions that drive brand awareness and influence real people.

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  • How to Develop a Social Media Strategy

    1. 1. Beyond FarmVilleIs social media actually good for business? Scott Adams // Birchbark Media
    2. 2. Building customer relationships, one story at a time
    3. 3. SOCIALMEDIA What does it mean to you?
    4. 4. SOCIALMEDIA What is it?
    5. 5. SOCIALMEDIAIt’s online conversations that are powered by ...
    6. 6. But don’t get distracted.
    7. 7. It’s about relations
    8. 8. Relationships are more powerful than marketing
    9. 9. SOCIAL MEDIAWhere are we now?
    10. 10. 7 billion people in the world2 billion internet users in the world >1 billion social network users
    11. 11. Social Media Where are we now? More than 800 million active users
    12. 12. Social Media Where are we now? Activity• More than 900 million objects that people interact with (pages, groups and events)• Average user is connected to 80 pages, groups and events• More than 2 billion posts are liked and commented on per day• On average, more than 250 million photos are uploaded per day
    13. 13. Social Media Where are we now? Updates • Timeline • Insights • News feed • Subscribe • Friend Lists • Share options • Ticker • Chat
    14. 14. Social Media Where are we now?Highlighted StoriesShows the posts from friends and Pages based onrelevance using EdgeRank algorithm - DefaultoptionRecent StoriesShows posts in chronological order - EdgeRank hasno effect
    15. 15. Social Media Where are we now?
    16. 16. Social Media Where are we now?
    17. 17. Social Media Where are we now?
    18. 18. Social Media Where are we now? The Takeaway
    19. 19. Social Media Where are we now? Over 3 billion videos are viewed per day
    20. 20. Social Media Where are we now? Activity• 48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day• 150 years of YouTube video are watched every day on Facebook• 100 million people take a social action on YouTube (likes, shares, comments, etc) every week
    21. 21. Social Media Where are we now? Updates • Editing • Better analytics • Longer video • New website uploads layout
    22. 22. Social Media Where are we now? Content Partners
    23. 23. Social Media Where are we now? The Take Away Quality Content Matters
    24. 24. Social Media Where are we now? More than 200 million registered users
    25. 25. Social Media Where are we now? Activity• 1 billion tweets posted every 5 days• 5% of users create 75% of the content• If the Twitter community were 100 people 20 of them would be dead (empty accounts)• Lady Gaga has 14 million + followers• Tweets about Hurricane Irene (3000 tweets per second at the peak) out numbered ones about the war in Libya 36:1
    26. 26. Social Media Where are we now? Updates • Advertising • New Design • Images & • Brand Pages URLs
    27. 27. Social Media Where are we now?
    28. 28. Social Media Where are we now? The Take Away Small is Powerful
    29. 29. Social Media Where are we now? The New kid on the block: Google+ Most recent unofficial count pegged the number of Google+ users at 43 million
    30. 30. Social Media Where are we now? ?
    31. 31. Social Media Where are we now? Pages
    32. 32. Social Media Where are we now? ?
    33. 33. TOO MUCH CLUTTER?
    34. 34. Social Media Developing the Strategy
    35. 35. Social Media Developing the Strategy WHY?
    36. 36. Social Media Developing the StrategyWHY? Competitors are in the space New hires expect it It’s all over the mainstream media Increase sales Save money on PR Content distribution Customer Service
    37. 37. Social Media Developing the Strategy Your Existing and Potential audience is using Social Media!
    38. 38. Social Media Developing the Strategy 1. Establish your goals - be specific! • Website integration - keep them longer • Develop a dialog with customers • Listen & learn about customers • Foster word of mouth • Customer retention / incentives • Customer service / support • Increase sales
    39. 39. Social Media Developing the Strategy 2. Identify your intended audience - target! Know who you are going to talk to - beyond demographics: Media Habits Interests MotivatorsPop Culture Causes Education Level Keywords Travel Preferences
    40. 40. Social Media Developing the Strategy3. Define what you stand for - find your voice!A consistent voice can:• Communicate value, authority, energy, professionalism, and personality• Underscore organizational values and objectives• Make your organization more memorable.
    41. 41. Social Media Developing the Strategy Is your voice appropriate to your audience?• Are you speaking on their level?• How does your audience prefer to communicate?• Do they care about your mission?• What unique information do you have to offer?• Why would they subscribe to your updates?
    42. 42. Social Media Developing the StrategyYou are a person - find your voice! Be transparent. Be authentic. Be human. Adopting social media requires you to communicate faster, more personably, and more directly with your audience!
    43. 43. Social Media Developing the Strategy 4. Develop your content - post topics of value! What do you have, what can you give or what can you do to provide value and build trust.
    44. 44. Social Media Developing the Strategy What’s in a post?• Consistent, timely, relevant and conversational posts that contain content that is shareable and encourages conversation• Always ask questions - the goal is to get people to comment or like your post• Be human and don’t be afraid to talk “off topic” e.g. - don’t always talk about your business• Put fans in charge - when possible empower your fans by asking for their input• Don’t be afraid to ask people to like or comment on your posts
    45. 45. Social Media Developing the Strategy Whenever possible use a variety of content
    46. 46. Social Media Developing the Strategy 5. Distribution - Find your community! Beyond the big three ....
    47. 47. Social Media Developing the Strategy Distribution - Time Management! Time is MONEY
    48. 48. Social Media Developing the Strategy Distribution - Time Management! Time is MONEY
    49. 49. Social Media Developing the Strategy 6. Integration - Bring it all home! The ultimate goal is to get them to your website ... eventually
    50. 50. Social Media Developing the StrategyIntegration - Keep them there!
    51. 51. Social Media Developing the StrategyIntegration - Make your content social!
    52. 52. Social Media Developing the Strategy 7. Measure your progress - is it working? Lots of free tools
    53. 53. Social Media Developing the Strategy
    54. 54. Social Media Developing the Strategy• Establish your goals - be specific!• Identify your intended audience - target!• Define what you stand for - find your voice!• Develop your content - post topics of value!• Distribution - Find your community!• Integration - Bring it all home!• Measure your progress - is it working?
    55. 55. THANKS!! Scott Adams scott@birchbarkmedia.com @birchbarkscott Facebook.com/birchbarkmedia
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