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

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  • How to Build a Market-based Social Media Strategy

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