Developing a Social Media Strategy

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> Active dialog that creates a bond and advocacy

Chamber Live - Social Media Bootcamp
Each Thursday in August at 7:30 a.m.
Twitter 101 – August 6
LinkedIn 101 – August 13
Facebook for Business – August 20
Developing a social media strategy – August 27

Social Media Defined
Internet-Based Tools For Sharing & Discussing Information Among
Human Beings.

Social Media Landscape

Social Media Strategy
The Old Way
Shout!

The Shout Method

Old Marketing Funnel
Source: Forrester Research

The New Way
Listen

Facilitate the Conversation

New Marketing Funnel

It’s Happening
Whether you Participate or Not

Social Media
Users & Marketing Spending

Social Technographics Ladder
Source: Forrester Research

Social Technographics Ladder

Projected Marketing Spending

Benefits of using Social Media

Develop a

Harnessing “People Streams”

Discovery
Goals & Objectives
Engagement
Monitoring & Measurement
Follow these steps

Discovery
Customers
Competitors
Brand
Influencers

Your Customers
Where are they on the social ladder?
What social platforms are they using?
What are they using social media to do?

Your Competitors
Are they using social media for business?
What are they doing good/bad?
Look outside direct competitors
Out of market with similarities
Brands you admire
Industry leaders
Are there untapped opportunities?

Your Brand
What is the current perception of your brand online?
Are there negative comments?
Are there opportunities to connect?
Are your employees active in the social media space? If so, are they representing the brand?

Socialmention.com

Search.Twitter.Com

Facebook Search

Goals & Objectives

What do you want to
accomplish?

Just a few Social Media objectives:
Improve internal communication
Change perception
Customer service
Generate leads
Build awareness
Thought leadership
New ideas (crowdsource)
Reach a new audience
Research & market intelligence
NOT: “because everyone else is”, “we need a Facebook page”, “it’s cheap”, etc.

Target a Niche Audience | Hi-Point

Idea Development | MyStarbucksIdea.com

Internal Communication | Blue Shirt Nation

Customer Service | Twelp Force

Ask Yourself Tough Questions
Will you allow employees to utilize social media?
Do you need a internal social media policy?
Who in the company will be responsible?
How will this incorporate into your daily routine?
How will you handle negativity?
Are you willing to take risks? If so, how much?
How will you measure the results?

Is your culture ready for social media?

Integrated Social Media

Monitor & Measure
A Key Step

Tweetbeep | Twitter Alerts for Email

SocialMention.com | Email Alerts

Track Clicks with Bit.ly

Google Analytics

Measurement
Think Return on Engagement!
Comments
User uploads
Reviews
Facebook “Like This”
Retweets
Make minor adjustments as you go
Think long-term!

Questions?
Billy Fischer | bfischer@oxiem.com| 937.408.2133
Twitter.com/billyfischer
Facebook.com/billyfischer
linkedin.com/in/billyfischer

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Developing a Social Media Strategy

by Billy Fischer on Aug 28, 2009

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Developing a Social Media Strategy — Presentation Transcript