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How to Build a Market-based Social Media Strategy

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This presentation is a presentation from Lunch Ann Arbor Marketing on how to build a social media strategy around a specific target market and leverage location-based search tools.

This presentation is a presentation from Lunch Ann Arbor Marketing on how to build a social media strategy around a specific target market and leverage location-based search tools.

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  • 1. Building a market-based social media strategy Brandon Chesnutt @bchesnutt [email_address] 11/3/2010 http://www.flickr.com/photos/dunechaser/1721982928/sizes/l/in/photostream/
  • 2. Social media opened doors http://www.flickr.com/photos/beardymonsta/3450480156/sizes/l/in/photostream/
  • 3. “ We ARE doing social media” LOL http://www.flickr.com/photos/blogumentary/2233501328/sizes/o/in/photostream/
  • 4. We need boundaries http://www.flickr.com/photos/31151995@N04/3973578160/
  • 5. http://www.flickr.com/photos/54031162@N00/3156373103/ Can you hear me now?
  • 6. http://www.flickr.com/photos/gillographic/3217536400/sizes/l/in/photostream/ Build a pilot program for Michigan
  • 7.
    • Program Goals:
    • Create conversations
    • Reduce churn
    • Amplify promoters
    • Address detractors
    • Share news
    • Support sales
  • 8. http://www.flickr.com/photos/johnseb/188355568/sizes/l/in/photostream/ Strategy
  • 9.
    • Listen to conversations
    • Filter keywords
    • Segment by need / action
    • Report findings
    • Determine engagement
    • Track sentiment
  • 10. Our field test
  • 11. This is awesome http://www.flickr.com/photos/seanomalone/77492652/sizes/l/in/photostream/
  • 12. 1700+ Mentions 900+ Conversations http://www.flickr.com/photos/polandeze/1206596658/sizes/o/in/photostream/
  • 13. Phones in the hands of 100+ influencers http://www.flickr.com/photos/strebkr/4975004653/sizes/l/in/photostream/
  • 14. What we learned http://www.flickr.com/photos/76074333@N00/318034222/sizes/l/in/photostream/
  • 15. Twitter is the gateway to local conversations http://www.flickr.com/photos/73532212@N00/3383916444/
  • 16. Platforms are connected http://www.flickr.com/photos/mattimattila/4001221570/sizes/l/in/photostream/
  • 17. You need to create bulletproof systems http://www.flickr.com/photos/rwr/2220085330/sizes/l/in/photostream/
  • 18. Applying these concepts to your business http://www.flickr.com/photos/tedpercival/2117151437/sizes/l/in/photostream/
  • 19. Start simple: Segment and scrub mailing lists http://www.flickr.com/photos/good_day/19705415/sizes/l/in/photostream/
  • 20. Review location-specific web analytics http://www.flickr.com/photos/tom1231/254465359/sizes/l/in/photostream/
  • 21. http://www.flickr.com/photos/ejpphoto/2314610838/sizes/o/in/photostream/ Create your hub
  • 22. Local Influencer mapping: Bloggers Peer Influencers Discussion Boards
  • 23. Define: Keywords Conversation Types Problems / Actions http://www.flickr.com/photos/revdancatt/3054135871/sizes/l/in/photostream/
  • 24. Create location-specific landing pages http://www.flickr.com/photos/84263554@N00/255847189/sizes/l/in/photostream/
  • 25. Invest in reporting tools http://www.flickr.com/photos/ex_libris_gul/219604159/sizes/l/in/photostream/
  • 26. This presentation is available at: http://bit.ly/LA2MIdentity
  • 27. Thank you http://www.flickr.com/photos/dunechaser/1721982928/sizes/l/in/photostream/