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Smart Media Tutorial - Module 2
 

Smart Media Tutorial - Module 2

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Smart Media Tutorial - Module 2 Smart Media Tutorial - Module 2 Presentation Transcript

  • Social Media Strategy Basics Starting Out & Building Your Approach Andrew Bates, Director of Social Media
  • Answer The Question “Why?”
    • Our Competition is Active in Social Media
    • We Think Our Audience is Participating in Social Networks
    • Our Company Needs to Keep Up with the Times
    • We Want to Brand, Market and Sell through Social Media
    • - “My 13 Year Old Daughter Says We Should Be On Facebook”
  • Define Your Goals & Objectives
      • Audience Acquisition and Community Building
      • PR, Marketing and Branding
      • Improve Customer Care or Tech Support
      • BD and Sales
      • Competitive and Industry Intelligence
      • Increase Traffic and Conversion
      • Brand Protection and Crisis Management
  • The Many Business Cases for Investing In Social Media
  • Where Do You Start? Our Approach to Social Media Strategy Development Audit & Strategize then Participate & Contribute Monitor & Measure Who? Where? What? Why? How?
  • Now That You Have Your Goals, What’s Next?
    • Tie Goals Back to KPI and ROI Measurement
      • Share of Voice
      • Build Audience Activity and Conversion (Likes, Comments…)
      • Increase Traffic to the Website and Social Profiles
      • SALES!
    • Sell it to the C-Level – They Sign the Checks
      • Get Buy-In
      • Clearly Define the Goals and How to Track Progress
    • Empower the Stakeholders and Allocate the Resources
    • Build Your Tactical Strategy and Execute
      • Your Goals and Research Will Define Your Activity
    • Think Before You Act!
  • Investigate the Qualitative and Quantitative Insights
  • Social Media Strategy Case Study - DuPont
    • THE CHALLENGE
    • 90+ business units with very strong competition
    • All in different stages of constant product development and marketing
    • They require information from online conversations focused on continually evolving topics
    • THE SOLUTION
    • We develop customized eListening Audits for each business unit or product
    • Topics include industry terms, branded products and pre-product development
    • Utilizing the learning from the initial research, our team provides tactical recommendations to evolve the social media strategy for each BU
    • THE RESULT
    • Reports and consulting provide data, analysis and tactics to support marketing initiatives and industry research
    • Insights from reports are shared with relevant manufacturers and partners
  • Andrew Bates   Director of Social Media   P - (202) 747-1818 (ext.117)   M - (703) 231-1201 Andrew.Bates@penton.com @PentonMKTG www.Facebook.com/ PentonMarketingServices www.PentonMarketingServices.com