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Social Media Strategy   2012-03-31
 

Social Media Strategy 2012-03-31

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Why do you need a social media strategy?

Why do you need a social media strategy?

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  • You read about social media on NYT. And Fast Company. Oh, and in a Harvard Business Review article.That young guy in your office won’t stop talking about social media.You tried Facebook for six weeks but no one came into your store.Your kids told you to do it.
  • Typically people say Facebook and a blog and maybe Twitter. Cool. That’s what everyone thinks. Actually, social media is way, way more than just Facebook and a blog.
  • One way to think about social is to compare it to Traditional to see what Social is… and what it is not.1. Not Shouting -> It is having a Conversation/Dialogue with your client2. Not just Transactions -> It is building Relationships/Caring about our customers3. NotPersuading/Convincing/Lying -> It is being Transparent/Authentic, being real4. Not Selling to People -> It is ncouraging people to want to Buy from you
  • One way to think about social is to compare it to Traditional to see what Social is… and what it is not.1. Not Shouting -> It is having a Conversation/Dialogue with your client2. Not just Transactions -> It is building Relationships/Caring about our customers3. NotPersuading/Convincing/Lying -> It is being Transparent/Authentic, being real4. Not Selling to People -> It is ncouraging people to want to Buy from you
  • Evolution of social1. Door to Door Salesman (personal)2. Town square, department stores, shopping malls (still personal)3. Big box (largely anonymous)4. e-commerce (completely anonymous)5. Social Media (it’s personal again!)
  • Like the door to door salesman on your grandmother’s front porch, we’ve come full circle.1. Back to basics -> caring for your customer2. Caring with an audience -> withthousands of people watching3. Transactions with context -> relationships, people buying local, buying from people they know4. Breaking the media monopoly -> Giving the voice back to the people
  • Networks & CommunitiesBlogs – Blogger, WordPress, JoomlaObvious Social Media Networks: Facebook, Twitter, LinkedIn, YouTubeLesser Known: Google+, MySpace, Pinterest, Instagram, TumblrNiche: Flickr, Vimeo, QuoraIndustry Specific: BlogHer, Dad 2.0, What’s Next: ???
  • Creating content in a Central location (a website with blog capabilities)Sharing through social networks1. Scheduling, Banking, Buggering, Cross Posting2. Sharing services3.Real Simple Syncication4. Affiliate Programs
  • Creating content in a Central location (a website with blog capabilities)Sharing through social networks
  • DON’TNegative comments are someone telling you about something that needs your attentionIt is an opportunity!
  • Still need some help?Generation “C” – 18 to 24 year olds -> most connected generation EVERPeople already beating the social media drum – listen to themTalk to me
  • Still need some help?Generation “C” – 18 to 24 year olds -> most connected generation EVERPeople already beating the social media drum – listen to themTalk to me
  • How to Win Friends and Influence People… In The Digital AgeDale Carnegie & AssociatesThe Pursuit of HappinessTony Hsieh Tribal LeadershipDave Loganhttp://about.zappos.com/tribalThe Thank You EconomyGary VaynerchukFlourishMartin Seligman

Social Media Strategy   2012-03-31 Social Media Strategy 2012-03-31 Presentation Transcript

  • Why do you need a Social Media Strategy? Brent Robinson @BigBrainBrentBrent@SpringlineGroup.com 479 790-0526
  • What is Social Media? http://thebloggess.com/
  • Social Strategy May Also Include…
  • Social Media ≠ Traditional Media
  • Social Media ≠ Traditional Media
  • www.Archive.org/Wayback
  • The Facebook Front Porch
  • Caring and Authenticity“At its core, social media requires that business leadersstart thinking like small-town shop owners.They’re going to have to take the long view and stop usingshort-term benchmarks to gauge their progress.In short, business leaders are going to have to relearn theethics and skills our great grandparents’ generation used inbuilding their own businesses and communities.Only those that can figure out how to mind their mannersin a very old fashioned way and do it with authenticity aregoing to have a prayer of competing.” From The Thank You Economy, March 2011
  • • It is NOT Traditional Media• Two Way CONVERSATION• Open/Transparent/AUTHEN TIC
  • Social Too• Content is Evergreen & Recyclable• Message is Highly Targeted• Creativity is Crowd Sourced
  • Relatively Inexpensive
  • Climate WeirdingHow do I use SM for ___________?• Be a Subject Matter Expert (SME)• Create and/or Share Content• Do NOT Sell Stuff – Tell Stories! “Maybe stories are just data with a soul.” ~Brené Brown: The power of vulnerability http://www.TED.com/speakers/Brene_Brown.html• Syndicate through your Social Media Channels to your Influencers
  • What/Who are Influencers?• Brand/Topic/Cause Advocates• Recognized Industry Professionals• Writers, Authors, Journalists, Bloggers• Other SME’s• Those Noisy People on Facebook (or LinkedIn or Twitter or Pinterest or…) that you cannot help Reading their next status update!
  • What are Social Media Channels?
  • What is Syndication? • BufferApp.com, HootSuite.com, Seesmic.com • ShareThis.com, AddThis.com, StumbleUpon.com • Feedburner, NetworkedBlogs, (WhatIsRSS.com) • Affiliate Programs
  • Integrated into the Overall Plan? • Paid: Ads, Endorsements, Paid Posts, Affiliate Networks • Owned: Central Digital Hub w/ Social Imbedded • Earned: Events, Blog Posts, Public Relations, Articles, Word of Mouth • Shared: Syndication, Community • Searched: SEO, Keyword Targeting
  • How Do I Stop Negative Posts?• DON’T – It’s an Opportunity!!!• Respond Timely & Genuinely• Remove the Emotion• Couple the Problem with a Solution • Set the Ground Rules • Let Your Advocates Defend You
  • Where do I find the time?• Build it into your Routine• Make it a Team Effort• Mobile Makes It Easy http://www.business2community.com/social- media/8-step-social-media-blueprint-0138194
  • Is That A Super Computer In YourPocket?The number of U.S. smartphonesubscribers surpassed the 100-million mark in January, up 13percent since October to 101.3million subscribers. http://www.bgr.com/2012/03/08/comscore-more-than-100-million- smartphone-users-now-in-u-s/
  • What Is Social’s ROI?• Measuring Social – Impressions – Followers, Likes – Engagement – Sentiment – Search Engine Optimization – Click-Thru’s – Conversion/ The Call to Action (i.e. Sales, Signups, Votes, Volunteers)• Free: Google Analytics, Klout, Facebook• Freemium: TwentyFeet, Booshka, HootSuite, Compete, Alexa• Premium: Radian6, ScoutLabs, TweetReach, Neilson NetRatings, BuzzLogic, Sysomos
  • Think Big, Start A Movement• Have Patience, Commitment and a Long Term View• Build Social Into Your Culture• Try New Things: Fail Fast = Innovate Faster “The first follower is actually an underestimated form of leadership in itself. … The first follower is what transforms a lone nut into a leader.” http://www.ted.com/talks/lang/en/derek_sive rs_how_to_start_a_movement.html• Start Small, Take Action, Create Momentum
  • • Setup Your Front Porch• Create your Content Creation/Sharing Plan• Syndicate Consistently, Honestly and Transparently
  • With 21st Century Examples Get the Audible with updated comments. Free from Zappos with Hsieh interviewing Dave Logan http://about.zappos.com/tribal
  • Social Media Strategies • Tawlk Amongst Ya’selves