$ocial Media Strategy

on a Budget

Social Media Strategy
Summit

#SMSsummit

	
  
Your Presenters

@rachelmetscher

@VSteeleTweet

#SMSsummit
Workshop Overview

• 
• 
• 
• 
• 
• 
• 

State of Social Media
How to P.O.S.T. Before You Post
Listening vs. Monitoring
Ho...
Budget Definitions

•  There is more than one kind of budget

–  Monetary (Cost)
–  Labor (Time)
–  Materials (Resources)

...
Poll

Does your organization have a 

Social Media budget?

@rachelmetscher

@VSteeleTweet

#SMSsummit
Current Situation

52% of B2C content marketers feel challenged by
their budget. (Content Marketing Institute)

@rachelmet...
The Current State of Social
Concordia University Irvine - Before Veronica Steele

@rachelmetscher

@VSteeleTweet

#SMSsummit
Solution

@rachelmetscher

@VSteeleTweet

#SMSsummit
When Hiring

@rachelmetscher

@VSteeleTweet

#SMSsummit
But First You Need..

@rachelmetscher

@VSteeleTweet

#SMSsummit
Create Your Formula for Social Media Success =

Nail Down Your Social Media Strategy: P.O.S.T

**People’s Time, Content Cu...
P.O.S.T or BUST 

If you are focusing on whether you should “do YouTube” or “Pinterest” you
don’t get it.

@rachelmetscher...
Limited Budget Means Getting Resourceful

No FTE for Social? Get Resourceful


No $$$, leverage social media brand ambassa...
Activity Time

Outline Your Organizations P.O.S.T
• 
• 
• 
• 

People
Objective
Strategy
Technology

@rachelmetscher

@VSt...
Where To Begin

@rachelmetscher

@VSteeleTweet

#SMSsummit
Listening

@rachelmetscher




@VSteeleTweet

#SMSsummit
Monitoring




• 
• 
• 
• 

Hootsuite
Tweetdeck
Google Alerts
Search



• 
• 
• 
• 
@rachelmetscher

Salesforce Radian6
Sy...
Set up Community Managers
Poll

How is your organization set up for social
right now?

@rachelmetscher

@VSteeleTweet

#SMSsummit
Activity Time




Social Media Community Managers Model
Social Media Policy

Human 

Resources

vs.

•  Acceptable Behavior
•  Legal
- HIPPA
- FERPA
•  Access to Social at
Work
•...
What’s Involved in Training

@rachelmetscher

@VSteeleTweet

#SMSsummit
No Policy? Consider a Playbook

Social Media Playbook

@rachelmetscher

@VSteeleTweet

#SMSsummit
No Policy? Consider a Playbook

Social Media Playbook Ingredients
• 
• 
• 
• 

FAQs
Guidelines
Expectations
Do’s and Don’t...
Who Should be Involved in Creating the Playbook

Social Media Playbook:
•  Legal
•  HR
•  Senior Leaders
•  Marketing 
•  ...
Policy or Playbook

@rachelmetscher

@VSteeleTweet

#SMSsummit
BEST PRACTICES
Best Tip #1: Learn from Others, Help Others

@rachelmetscher

@VSteeleTweet

#SMSsummit
Best Tip #2: Read, Read and Read Some More

@rachelmetscher

@VSteeleTweet

#SMSsummit
Best Tip #3: Plan for Success…

Otherwise you plan for failure

@rachelmetscher

@VSteeleTweet

#SMSsummit
Best Tip #4: Where to Find Resources?

@rachelmetscher

@VSteeleTweet

#SMSsummit
Best Tip #5: You Need an Executive Champion




@rachelmetscher

@VSteeleTweet

#SMSsummit
Best Tip #6: Change is Hard

@rachelmetscher

@VSteeleTweet

#SMSsummit
Best Tip #7: It Takes a Village

I	
  am	
  
ready	
  

Can’t	
  
Wait	
  

Yay!	
  

@rachelmetscher

@VSteeleTweet

I	
 ...
Best Tip #8: Don’t Be Afraid

@rachelmetscher

@VSteeleTweet

#SMSsummit
Bonus #1: Where Can You Find Content to Share

Caring is Sharing, but where do you begin?

@rachelmetscher

@VSteeleTweet
...
Bonus #2: Be Passionate: Excitement is Key

@rachelmetscher

@VSteeleTweet

#SMSsummit
Bonus #3: Control vs. Channeling

@rachelmetscher

@VSteeleTweet

#SMSsummit
Bonus #4: Reporting

Social Media Metrics 
This graphic comes from a Corporate Executive Board social media member survey....
Bonus #4: Reporting




What to Report? Suggestions

@rachelmetscher

@VSteeleTweet

#SMSsummit
Bonus #5: Engagement vs. Broadcasting

@rachelmetscher

@VSteeleTweet




#SMSsummit
Wrap Up



@rachelmetscher	
  	
  	
  	
  	
  	
  	
  	
  @VSteeleTweet	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
 ...
Questions




@rachelmetscher	
  	
  	
  	
  	
  	
  	
  	
  @VSteeleTweet	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  ...
Resources

• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 




Radian6
eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/
...
Resources

• 
• 
• 
• 
• 
• 
• 
• 
• 




Marketplace Education: 
http://www.marketplace.org/topics/economy/education
Expe...
Resources

• 
• 
• 
• 
• 
• 
• 
• 
• 




Marketplace Education: 
http://www.marketplace.org/topics/economy/education
Expe...
Resources

• 

• 

• 

• 

• 




Ensure Strategt Not Tactics Drives Social Media 
http://www.marketingprofs.com/articles/...
Resources

• 
• 
• 
• 

• 
• 
• 




Brian Solis, http://www.conversationprism.com/
HootSuite blog, http://blog.hootsuite....
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Social Media Strategy on a Budget

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This presentation was given by Rachel Metscher and Veronica Steele for the GSMI Social Media Strategies Summit on February 4, 2014.

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Social Media Strategy on a Budget

  1. 1. $ocial Media Strategy
 on a Budget Social Media Strategy Summit #SMSsummit  
  2. 2. Your Presenters @rachelmetscher @VSteeleTweet #SMSsummit
  3. 3. Workshop Overview •  •  •  •  •  •  •  State of Social Media How to P.O.S.T. Before You Post Listening vs. Monitoring How to Create a Social Media Team How to Create a Social Media Playbook Best Practices Rules of Engagement @rachelmetscher @VSteeleTweet #SMSsummit
  4. 4. Budget Definitions •  There is more than one kind of budget –  Monetary (Cost) –  Labor (Time) –  Materials (Resources) @rachelmetscher @VSteeleTweet #SMSsummit
  5. 5. Poll Does your organization have a 
 Social Media budget? @rachelmetscher @VSteeleTweet #SMSsummit
  6. 6. Current Situation 52% of B2C content marketers feel challenged by their budget. (Content Marketing Institute) @rachelmetscher @VSteeleTweet #SMSsummit
  7. 7. The Current State of Social
  8. 8. Concordia University Irvine - Before Veronica Steele @rachelmetscher @VSteeleTweet #SMSsummit
  9. 9. Solution @rachelmetscher @VSteeleTweet #SMSsummit
  10. 10. When Hiring @rachelmetscher @VSteeleTweet #SMSsummit
  11. 11. But First You Need.. @rachelmetscher @VSteeleTweet #SMSsummit
  12. 12. Create Your Formula for Social Media Success = Nail Down Your Social Media Strategy: P.O.S.T **People’s Time, Content Curation and Creation, Distribution @rachelmetscher @VSteeleTweet #SMSsummit
  13. 13. P.O.S.T or BUST If you are focusing on whether you should “do YouTube” or “Pinterest” you don’t get it. @rachelmetscher @VSteeleTweet #SMSsummit
  14. 14. Limited Budget Means Getting Resourceful No FTE for Social? Get Resourceful No $$$, leverage social media brand ambassadors @rachelmetscher @VSteeleTweet #SMSsummit
  15. 15. Activity Time Outline Your Organizations P.O.S.T •  •  •  •  People Objective Strategy Technology @rachelmetscher @VSteeleTweet #SMSsummit
  16. 16. Where To Begin @rachelmetscher @VSteeleTweet #SMSsummit
  17. 17. Listening @rachelmetscher @VSteeleTweet #SMSsummit
  18. 18. Monitoring •  •  •  •  Hootsuite Tweetdeck Google Alerts Search •  •  •  •  @rachelmetscher Salesforce Radian6 Sysmos Media Alert Vendors PR Agencies @VSteeleTweet #SMSsummit
  19. 19. Set up Community Managers
  20. 20. Poll How is your organization set up for social right now? @rachelmetscher @VSteeleTweet #SMSsummit
  21. 21. Activity Time Social Media Community Managers Model
  22. 22. Social Media Policy Human 
 Resources vs. •  Acceptable Behavior •  Legal - HIPPA - FERPA •  Access to Social at Work •  Professional Guidelines @rachelmetscher @VSteeleTweet Marketing and 
 Communication Branding Identity / Voice Public Relations Crisis Communications •  Risk Management •  •  •  •  #SMSsummit
  23. 23. What’s Involved in Training @rachelmetscher @VSteeleTweet #SMSsummit
  24. 24. No Policy? Consider a Playbook Social Media Playbook @rachelmetscher @VSteeleTweet #SMSsummit
  25. 25. No Policy? Consider a Playbook Social Media Playbook Ingredients •  •  •  •  FAQs Guidelines Expectations Do’s and Don’ts –  Scenarios •  Social Media Policy @rachelmetscher @VSteeleTweet #SMSsummit
  26. 26. Who Should be Involved in Creating the Playbook Social Media Playbook: •  Legal •  HR •  Senior Leaders •  Marketing •  PR •  Community Relations •  Sales •  Product Development @rachelmetscher @VSteeleTweet #SMSsummit
  27. 27. Policy or Playbook @rachelmetscher @VSteeleTweet #SMSsummit
  28. 28. BEST PRACTICES
  29. 29. Best Tip #1: Learn from Others, Help Others @rachelmetscher @VSteeleTweet #SMSsummit
  30. 30. Best Tip #2: Read, Read and Read Some More @rachelmetscher @VSteeleTweet #SMSsummit
  31. 31. Best Tip #3: Plan for Success… Otherwise you plan for failure @rachelmetscher @VSteeleTweet #SMSsummit
  32. 32. Best Tip #4: Where to Find Resources? @rachelmetscher @VSteeleTweet #SMSsummit
  33. 33. Best Tip #5: You Need an Executive Champion @rachelmetscher @VSteeleTweet #SMSsummit
  34. 34. Best Tip #6: Change is Hard @rachelmetscher @VSteeleTweet #SMSsummit
  35. 35. Best Tip #7: It Takes a Village I  am   ready   Can’t   Wait   Yay!   @rachelmetscher @VSteeleTweet I   Tweet!     #SMSsummit
  36. 36. Best Tip #8: Don’t Be Afraid @rachelmetscher @VSteeleTweet #SMSsummit
  37. 37. Bonus #1: Where Can You Find Content to Share Caring is Sharing, but where do you begin? @rachelmetscher @VSteeleTweet #SMSsummit
  38. 38. Bonus #2: Be Passionate: Excitement is Key @rachelmetscher @VSteeleTweet #SMSsummit
  39. 39. Bonus #3: Control vs. Channeling @rachelmetscher @VSteeleTweet #SMSsummit
  40. 40. Bonus #4: Reporting Social Media Metrics This graphic comes from a Corporate Executive Board social media member survey. Those surveyed were asked to indicate which metrics they use to track the performance of a social media campaign. @rachelmetscher @VSteeleTweet #SMSsummit
  41. 41. Bonus #4: Reporting What to Report? Suggestions @rachelmetscher @VSteeleTweet #SMSsummit
  42. 42. Bonus #5: Engagement vs. Broadcasting @rachelmetscher @VSteeleTweet #SMSsummit
  43. 43. Wrap Up @rachelmetscher                @VSteeleTweet                                                                                                                                                                                                          #SMSsummit    
  44. 44. Questions @rachelmetscher                @VSteeleTweet                                                                                                                                                                                                          #SMSsummit    
  45. 45. Resources •  •  •  •  •  •  •  •  •  •  •  Radian6 eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/ Blog: http://www.salesforcemarketingcloud.com/blog/ Webinars: http://www.salesforcemarketingcloud.com/resources/webinars/ Public Relations Society of America (PRSA) Blog: Building Marketing Strategies for Higher Education :  http://buildingmarketingstrategies.wordpress.com/ Blog: Social Media Strategies Summit:  http://socialmediastrategiessummit.com/blog/ Social Media Today, http://socialmediatoday.com/ Metscher’s Musing, http://metschermusings.wordpress.com/ Social Media Playbook: http://www.slideshare.net/rmetscher/social-mediaplaybook-20544843 How to Create Your Own Social Media Playbook, http://readwrite.com/2012/04/09/how-to-create-your-ownsocial#awesm=~obTk8MFg9aUFHR @rachelmetscher @VSteeleTweet #SMSsummit
  46. 46. Resources •  •  •  •  •  •  •  •  •  Marketplace Education:  http://www.marketplace.org/topics/economy/education Experian Blog: http://www.experian.com/blogs/marketing-forward/ Hobsons Blog: Content Marketing Institute: http://contentmarketinginstitute.com/ How to Setup a Social Media Business Strategy http://www.socialmediaexaminer.com/how-to-setup-a-social-mediabusiness-strategy/ http://www.forbes.com/sites/deannazandt/2013/05/22/3-essentialcomponents-of-successful-social-media-campaigns/ Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-waysto-promote-your-brand-on-youtube?adref=nlt062613 Six Digital Metrics to Watch, http://goo.gl/Q3LUi Social Media ROI: http://bootcampdigital.com/measuring-social-mediawith-alan-knecht/ @rachelmetscher @VSteeleTweet #SMSsummit
  47. 47. Resources •  •  •  •  •  •  •  •  •  Marketplace Education:  http://www.marketplace.org/topics/economy/education Experian Blog: http://www.experian.com/blogs/marketing-forward/ Hobsons Blog: Content Marketing Institute: http://contentmarketinginstitute.com/ How to Setup a Social Media Business Strategy http://www.socialmediaexaminer.com/how-to-setup-a-social-mediabusiness-strategy/ http://www.forbes.com/sites/deannazandt/2013/05/22/3-essentialcomponents-of-successful-social-media-campaigns/ Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-waysto-promote-your-brand-on-youtube?adref=nlt062613 Six Digital Metrics to Watch, http://goo.gl/Q3LUi Social Media ROI: http://bootcampdigital.com/measuring-social-mediawith-alan-knecht/ @rachelmetscher @VSteeleTweet #SMSsummit
  48. 48. Resources •  •  •  •  •  Ensure Strategt Not Tactics Drives Social Media http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategynot-tactics-drives-your-social-media What Do You Need to Make Social Media Successful in Higher Ed? http:// socialmediatoday.com/rmetscher/1600341/what-do-you-need-makesocial-media-successful-higher-ed 9 Ways to Keep You Fresh, Inspired and Creative, http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-youfresh-inspired-and-creative 5 Social Media Metrics That You Should Pay Attention To, http://socialmediatoday.com/digitalsherpa/1586596/5-social-mediametrics-you-should-pay-attention Social Yin and Yang: The Perfect Union of Strategic Listening and RealTime Engagement http://socialmediatoday.com/jordanv/1602056/social-yin-and-yangperfect-union-strategic-listening-and-real-time-engagement @rachelmetscher @VSteeleTweet #SMSsummit
  49. 49. Resources •  •  •  •  •  •  •  Brian Solis, http://www.conversationprism.com/ HootSuite blog, http://blog.hootsuite.com/social-media-storytelling-3/ Winning the Sorytelling War by Jonah Sachs http://www.youtube.com/ watch?feature=player_embedded&v=xvaPF_y-fiU Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a Good Story, http://socialmediatoday.com/bryan-kramer/1570971/summer-and-socialmedia-why-you-need-campfire-fishing-pole-and-good-story Altimeter Group, Social Business Survey, http://www.altimetergroup.com/research/reports/evolution-social-business Empowered, Groundswell’s blog, http://forrester.typepad.com/groundswell/ 3 Reasons Why Social Media Policy Is More Important Than Strategy, http://marketingland.com/3-reasons-why-social-media-policy-is-moreimportant-than-strategy-43873 @rachelmetscher @VSteeleTweet #SMSsummit
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