Social Media Strategic Planning

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SMC Workshop Victoria - Oct 4, 2012. Social Media Strategic Planning by Chris Burdge, bWEST Interactive

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Social Media Strategic Planning

  1. 1. Social MediaStrategic PlanningChris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  2. 2. Credentials Online marketing since 1994 McCann Erikson, Publicis, Cove-Ito (Japan) Founded bWEST – July 2009 Co-founded Social Media Camp – 2010
  3. 3. Business is built on
  4. 4. Relationship MarketingRelationship marketing is defined as a form of marketingdeveloped from direct response marketing campaigns whichemphasize customer retention and satisfaction, ratherthan a dominant focus on sales transactions.Relationship marketing differs from other forms of marketing inthat it recognizes the long term value of customerrelationships and extends communication beyond intrusiveadvertising and sales promotional messages.
  5. 5. Business is built on
  6. 6. Business is built on relationships
  7. 7. Relationships are built on
  8. 8. Relationships are built on trust
  9. 9. Trust is gained through
  10. 10. Trust is gained through communication
  11. 11. Trust is gained through engagement
  12. 12. “If business is built on relationships, making building them your business.” #SMCWS @b_WEST
  13. 13. Who are the Up &Stars Counted Stand Rock Be of Social Media Stand up (and keep standing) if: You have a social media strategy for your business Assigned specific responsibility for managing social media You update your blog at least once a weekAcquired a new customer via social media Improved customer service via social mediaTrack and measure results of social media efforts
  14. 14. How did they become social media rock stars?
  15. 15. Social Media Strategy
  16. 16. Social Media Strategic Planning1. Objectives2. Strategy3. Tactics4. Measurement Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  17. 17. Objectives Increase customer retention Increase website traffic Improve customer service Generate awareness Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  18. 18. Social Media Strategy1. Content2. Engagement3. Management4. Measurement Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  19. 19. 1. Content− Plan compelling, valuable content− Copy, images, video− Be authentic− Story telling…− Use your “social” voice… Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  20. 20. Authenticity
  21. 21. Developing ContentKnow & understand your customers− Customer survey− Follow customers, prospects, competitors− Monitor the social web− Create 5 blog “themes” Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  22. 22. Five ThemesDemonstrate Your Expertise 1. Social Media Strategy 2. Trends 3. How to…. 4. Changes 5. Best Practices Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  23. 23. Sense of Humour
  24. 24. Social Media Strategy1. Content2. Engagement3. Management4. Measurement Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  25. 25. 2. Engagement− Determine tools (Blog, Facebook, Twitter, YouTube)− Start slow, get comfortable− Network building− Engage … be “social” Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  26. 26. Chris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  27. 27. Social Media Strategy1. Content2. Engagement3. Management4. Measurement Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  28. 28. 3. Management (tools & systems)− Identify resources− Tools: Hootsuite, TweetDeck− Listen & track religiously− Create a System− Work it… Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  29. 29. Content Publishing First, listen… What, how, when, where Scheduled posts Bulk scheduling Timing: when to post Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  30. 30. listen…
  31. 31. Listen for… Who’s talking about you, your company, your industry What are they saying Look for opportunities to engage Provide customer service Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  32. 32. Chris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  33. 33. OutpostsBase Camp
  34. 34. Xefer.com
  35. 35. Xefer.com
  36. 36. Chris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  37. 37. The 90 Day ChallengeCommit to doing the following for 90 days:1. Tweet every day at least 3 times, more if you’d like2. Talk about what you are passionate about3. Find people to follow in various areas; business, sports, passions4. Create at least 2 lists e.g. business related, client related5. Retweet people who’s tweets you enjoy Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  38. 38. The 90 Day Challenge6. Say something funny – show your sense of humor7. Reply at least once a day with either a comment or question8. Post a few pictures9. Use a few hashtags e.g. #nanaimo #condo or others related to your business10. Get to know Tweeps “IRL” by attending an event e.g. a tweet-up Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  39. 39. Tweet Rule 10 : 1Value-add : MarketingChris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  40. 40. Lets Avoid This…
  41. 41. And This…
  42. 42. SM Strategy Breakdown1. Content2. Engagement3. Management4. Measurement Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  43. 43. SM Strategy Breakdown4. Measurement − Google analytics − Viral Heat / Lithium − Hootsuite − Facebook Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  44. 44. Chris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  45. 45. The Hype… is trueChris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  46. 46. >50% of website traffic comes from natural search
  47. 47. 80% of success isjust showing up …on Google
  48. 48. People & Connections are the new SEOPeople & Connections are the new SEO
  49. 49. Optimize your profile!1. Title: Google Plus profile name2. Image: Profile pic3. Description: Introduction field on profile page4. Links: Links field on you profile page5. Unfortunately you can’t change your URL just yet
  50. 50. This info appears in search results – take advantage of it.
  51. 51. Search Results
  52. 52. Create your Google Plus “Brand Page” Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  53. 53. What “Brand Pages” Don’t Have• Custom / vanity URLs• Cannot post directly to a page (only comment on existing post)• Pages cannot follow people (only after they’ve followed you) Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  54. 54. Publishing & Managing Content Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  55. 55. Control Your Posts • Format content • Edits posts • Restrict comments • Lock posts • Mute “noisy” conversationsChris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  56. 56. Format the words in your posts Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  57. 57. It will look like this.Chris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  58. 58. Send direct messages to Send direct messages to multiple people by multiple people by using the @ or + using the @ or + symbol followed by symbol followed by their name. their name.
  59. 59. Edit your updates here.
  60. 60. Addcontent
  61. 61. Let’s Review1. Develop a strategy2. Allocate resources3. Listen, listen, listen4. Always add value5. Test, track & tweak6. Success takes time… Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  62. 62. Chris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  63. 63. Tweet me maybe… @b_west Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca

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