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Building Social Media Strategy

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Week 6 Lecture Notes for Social Media Marketing Class. Some of the content adapted from "The Social Media Bible" by Lon Safko

Week 6 Lecture Notes for Social Media Marketing Class. Some of the content adapted from "The Social Media Bible" by Lon Safko

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  • 1. social  media  marketing biola  university  |  week  6 charles  lee
  • 2. The  4  Pillars  of  Social  Media  Strategy by  Lon  Sa)ko  &  David  K.  Brake ❖ Communication ❖ Collaboration ❖ Education ❖ Entertainment
  • 3. The  4  Pillars  of  Social  Media  Strategy by  Lon  Sa)ko  &  David  K.  Brake ❖ Communication ✤ What  are  you  really  communicating? ✤ Audience  Perception ✤ Metrics ✤ Strategy
  • 4. The  4  Pillars  of  Social  Media  Strategy by  Lon  Sa)ko  &  David  K.  Brake ❖ Collaboration ✤ Current  Tools  for  Collaboration ✤ SM  Tools  for  Collaboration ✤ Community  Managers ✤ Rules  of  Engagement ✤ Inside/Outside  Collaboration
  • 5. The  4  Pillars  of  Social  Media  Strategy by  Lon  Sa)ko  &  David  K.  Brake ❖ Education ✤ Educating  Internal/External  Audience ✤ Mutual  Education/Contributing  to  Field ✤ SM  Tools  for  Education ✤ Blogging,  Hashtags,                                                                                         &  Share  
  • 6. The  4  Pillars  of  Social  Media  Strategy by  Lon  Sa)ko  &  David  K.  Brake ❖ Entertainment ✤ Entertaining  vs.  Funny ✤ Role  of  Videos  &  Photos ✤ Know  Your  Audience
  • 7. Control  vs.  InNluence
  • 8. Keys  to  Creating  Community  for  Business✤ Needs  of  the  Company  vs.                                                   Needs  of  the  Community✤ Unique  Content  &  Scalability✤ Strong  vs.  Large✤ Management  vs.  Facilitation✤ Boundaries  &  Access
  • 9. 5  Kinds  of  Social  Media  Communities by  Lon  Sa)ko  &  David  K.  Brake ✤ Metropolis  Communities                                         (e.g.,  Facebook  &  Myspace) ✤ AfNinity  Communities  (e.g.,  NPR) ✤ Intracompany  Communities ✤ Vertical  Communities  (Niche) ✤ Horizontal  Communities                                   (Cross-­pollenating  of  Expertise)
  • 10. Questions  to  Ask  for   Faciliating  Communities adpated  from  Lon  Sa)ko  &  David  K.  Brake✤ What  functions  &  features  do  we  have   available?✤ What  will  it  cost  to  build  &  facilitate?✤ Internal  or  Outsource?✤ How  long  will  it  take  to  launch?✤ What  tools  are  competitors  using                         &  why?
  • 11. Tips  for  Faciliating  Communities adpated  from  Lon  Sa)ko  &  David  K.  Brake✤ Appoint  a  Community  Facilitator✤ Identify  Community  Evangelists✤ Align  Content  with  Community  Needs✤ Encourage  User-­Generated  Content  &   Platform  Great  Ideas✤ Think  Long  Term  Over  Short  Term   “Successes”
  • 12. Developing  a  Strategic  Planadpated  from  Lon  Sa)ko  &  David  K.  Brake✤ ACCESS  Model  (Created  by  Content   Connetions): ✤ Audience ✤ Concept ✤ Competition ✤ Execution ✤ Social  Media ✤ Sales  Viability
  • 13. Developing  a  Strategic  Planadpated  from  Lon  Sa)ko  &  David  K.  Brake✤ ACCESS  Model:  AUDIENCE ✤ Identifying  Audience ✤ Demonstrated  Behaviors ✤ Self-­Reported  Behaviors ✤ Attitudes,  Values,  &  Beliefs ✤ Needs  &  Preferences ✤ Demographic  Data ✤ Extended  Networks  &  Orgs ✤ InNluencers  &  Promoters ✤ Creating  Audience  Archetypes
  • 14. Developing  a  Strategic  Planadpated  from  Lon  Sa)ko  &  David  K.  Brake✤ ACCESS  Model:  CONCEPT ✤ Clarifying  the  Concept ✤ Moving  from  Concept  to  Statement ✤ Test  &  Validation
  • 15. Developing  a  Strategic  Planadpated  from  Lon  Sa)ko  &  David  K.  Brake✤ ACCESS  Model:  COMPETITION ✤ Difference  Between  Knowing  &   Understanding  Competition ✤ Commitment  to  Learning  &                             the  Good  News  of  Social  Media ✤ Rating  &  Noting
  • 16. Developing  a  Strategic  Planadpated  from  Lon  Sa)ko  &  David  K.  Brake✤ ACCESS  Model:  EXECUTION ✤ Common  Methods: ✤ Get  it  Out  There ✤ Careful  Aim ✤ “The  Third  Theory”                                     Transparent  Process
  • 17. Developing  a  Strategic  Planadpated  from  Lon  Sa)ko  &  David  K.  Brake✤ ACCESS  Model:  SOCIAL  MEDIA ✤ 100  Word  Concept  Statement ✤ Samples  of  Execution ✤ Attitude,  Value,  &  Belief  Related  to   Concept ✤ Demographics  Engagement ✤ Crowd  Sourcing
  • 18. Developing  a  Strategic  Planadpated  from  Lon  Sa)ko  &  David  K.  Brake✤ ACCESS  Model:  SALES  VIABILITY ✤ What  are  you  selling? ✤ Revenue  Models: ✤ Products,  Services,  &  Info ✤ Advertising  &  Sponsorship ✤ Transactions  or  Commissions ✤ Subscriptions ✤ “Freemium” ✤ SaaS  (Software  as  a  Service/ Apps)
  • 19. Developing  a  Social  Media  Stategy adpated  from  Lon  Sa)ko  &  David  K.  Brake✤ Think  12  Months✤ Determine  Tools  to  Focus  On✤ Engage  Your  Employees✤ Get  Closer  to  Customers  &  Prospects✤ Think  Like  a  Publisher✤ Create  a  Community✤ Measure  What’s  Most  Important
  • 20. social  media  marketing biola  university  |  week  7 charles  lee