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Social Media Strategic Planning

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

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

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  • 1. Social MediaStrategic PlanningChris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  • 2. Credentials Online marketing since 1994 McCann Erikson, Publicis, Cove-Ito (Japan) Founded bWEST – July 2009 Co-founded Social Media Camp – 2010
  • 3. Business is built on
  • 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. Business is built on
  • 6. Business is built on relationships
  • 7. Relationships are built on
  • 8. Relationships are built on trust
  • 9. Trust is gained through
  • 10. Trust is gained through communication
  • 11. Trust is gained through engagement
  • 12. “If business is built on relationships, making building them your business.” #SMCWS @b_WEST
  • 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. How did they become social media rock stars?
  • 15. Social Media Strategy
  • 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. 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. Social Media Strategy1. Content2. Engagement3. Management4. Measurement Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  • 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. Authenticity
  • 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. 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. Sense of Humour
  • 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. 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. Chris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  • 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. 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. 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. listen…
  • 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. Chris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  • 33. OutpostsBase Camp
  • 34. Xefer.com
  • 35. Xefer.com
  • 36. Chris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  • 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. 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. Tweet Rule 10 : 1Value-add : MarketingChris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  • 40. Lets Avoid This…
  • 41. And This…
  • 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. 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. Chris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  • 45. The Hype… is trueChris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  • 46. >50% of website traffic comes from natural search
  • 47. 80% of success isjust showing up …on Google
  • 48. People & Connections are the new SEOPeople & Connections are the new SEO
  • 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. This info appears in search results – take advantage of it.
  • 51. Search Results
  • 52. Create your Google Plus “Brand Page” Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  • 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. Publishing & Managing Content Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  • 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. Format the words in your posts Chris Burdge Chris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  • 57. It will look like this.Chris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  • 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. Edit your updates here.
  • 60. Addcontent
  • 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. Chris BurdgeChris Burdge   250.508.7761 250.508.7761 www.bwest.ca www.bwest.ca
  • 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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