Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
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Why Before How: Developing Successful Social Media Strategy and Synergistic Integration



The extremely high interest in social media is well-placed. Used correctly, social media can transform the relationship between brands and their customers. But, the social media gold rush has ushered ...

The extremely high interest in social media is well-placed. Used correctly, social media can transform the relationship between brands and their customers. But, the social media gold rush has ushered in a largely tools-focused mentality, that dictates you "must get on Twitter immediately" (among other nonsense).

Social media is a long putt, not a tap-in, and crafting a reasonable, sustainable, measurable strategic plan is critical to maintaining sanity and success.

Perhaps more than any other component of communications, social media cannot stand alone. It is inherently impacted by all other marketing tactics. Thus, integrating your social media efforts closely with your email, search marketing, public relations, advertising, and other programs is essential.

In this timely, invigorating, 1/2 day workshop, participants learned precisely how to create social media strategic plans in 7 steps, how best to measure social media success, and how to create cross-marketing synergies between social media and other channels.

Led by Jay Baer, one of the country's foremost social media writers and trainers (and author of the Convince & Convert blog on social media strategy), this workshop featured real-life B2B and B2C case studies presented by social media and email experts from Blue Sky Factory, and from award-winning digital agency Mighty Interactive.

Jay Baer, Founder, Convince & Convert
DJ Waldow, Director of Community, Blue Sky Factory
Mike Corak, Director of Interactive Services, Mighty Interactive



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Why Before How: Developing Successful Social Media Strategy and Synergistic Integration Why Before How: Developing Successful Social Media Strategy and Synergistic Integration Presentation Transcript

  • Social Media Revolution
  • Why Before How: Developing Successful Social Media Strategy & Synergistic Integration
    February 1, 2010
  • View slide
  • DJ WaldowDirector of Communitywww.blueskyfactory.com@djwaldow
    View slide
  • Mike CorakDirector of Interactivewww.offmadisonave.com@mikecorak
  • Photo Credit: roadsidepictures
  • Photo Credit: mocambique
  • Social Audit Checklist
    • What are the current conversations about…
    • Your Brand(s)?
    • Your Executives & Key Players?
    • Your Industry?
    • Your Competitors?
    • Where are those conversations taking place?
    • What opportunities are present to engage the audience?
    • Messaging
    • Programs/Promotions
    • Venues/Tools (e.g. Facebook, Twitter, YouTube)
    • What does success look like?
  • “You can’t take something off the Internet. That’s like trying to take pee out of a swimming pool.”
    - Joe Rogan’s character on Newsradio
  • Activity | Sentiment | Influencers | Impact
  • Listening Implications
  • Photo Credit: Frank Eliason
  • How Much Do You Suck?
    (a volunteer please)
    Photoby Emily Kreed
  • Social Media is an Ingredient First, an Entrée Second
  • Traditional Marketing Mix
  • Enter Social Media
  • Integrating Social Media
    Attracting New Fans & Followers
  • Integrating Social Media
    Encouraging those people to engage and/or buy
  • Integrating Social Media
    Retaining previous customers or brand advocates
  • Social Media + Email
  • Social Media + Search
  • Google Real-Time Search
  • Conversations ∞ Content
  • Search Drives Content Consumption
  • Blogging for Content & Commerce
  • Search From Social Outposts
  • Social Media + Events
  • Integration Tools & Tactics
  • Virtual Communication  Real Live Events
  • Social Media & Advertising
  • Social Media + Media Relations
  • 2. Public Relations
  • The New PR Pitch
  • Take a Break
  • Gather Data
    Photoby Ansik
  • Creating a Social Media Strategic Map
  • The New Way:
    Use Human Engagement and Dialog to Drive Preference and Loyalty
    The Old Way:
    Use Targeting and Interruption to Convince
  • A Successful Social Media Program:
    Uses Humanization and Approachability to Create Kinship and Brand Preference
  • Social Media Isn’t a Conversation. It’s Where the Conversation Takes Place.
  • Tools Change. Always..
    Share of Search, 1999
  • Worry About the Tools Last, Not First
  • 7 Step Process
    What’s the Point?
    Analyze Audience
    Find Your One Thing
    Select Outposts
    Pick Metrics
    Make a Statement
  • 1. Listen
  • Listening Results
    • What’s Being Said
    • About Us
    • About Our Competitors
    • Sentiment & Share of Voice
    • Who’s Saying It?
    • Where Are They Talking?
  • Free Listening Worksheet
  • 2. What’s the Point? Awareness?
    Sales? Loyalty?
  • Pick One
  • Photoby JamiesRabbits
    3. Analyze Audiences
  • Who Are They?
  • What Relationship Do They Have With Your Brand?
  • Pick Up to Two, Adjacent
  • How Does the Audience Use Social Media?
  • We’re Not All Spielberg
  • 1961 Entries
    300 Entries
  • Map Demographics To Social Media Usage
  • Determine Whom You’re Going to Reach
    Select 2 to 3 Rungs
  • 4. What’s Your One Thing?
    • Your carefully crafted
    • brochure copy
    • filled with
    • bullet points
    • about
    • product
    • features and
    • benefits
    • Does NOT Make This Happen…
  • Passion is the Gasoline of Social Media
    Find Your One Thing And Build Around It
  • It’s Not About Ketchup
    It’s About Where Ketchup Comes From
  • It’s Not About Clothes
    It’s About the People Who Wear Them
  • Finding the One Thing Isn’t Easy
  • Brand Anthropology
    • Don’t Think – Listen and Observe
    • Ask Your Customers
    • Ask Your Agency
  • How Will You Be Human?
  • Great Movements Are Made Up of Great People.
    Social Media Lets You Prove It.
  • Sometimes It’s Better If the Employees are the Star. Or the Customers.
  • Maybe It’s Not Just One Star
  • The Greatest Story Ever Told
  • 5. Select Outposts
  • Photoby Compujeramey
    Hit ‘em Where They Are, Not Where They Ain’t
  • 6. Measure Impact
  • Awareness? Sales? Loyalty?
  • Possible Metrics for Awareness
    Web Traffic From Outposts
    Social Mentions
    Share of Voice
    Followers, Fans, Friends
    Search Volume Trends
    Visits from Search
  • Possible Metrics for Sales
    Social Connectivity of Customers/Prospects
    Redemption of Social Media-Only Offers
    Sales Funnel Actions by Social Referrers
    Repeat Visits by Social Referrers
  • Possible Metrics for Loyalty
    Social Connectivity of Repeat Buyers
    Net Promoter Score, or Similar
    Increase in Positive Social Mentions
    Increase in Positive Ratings/Reviews
    Reduction in Customer Service Touches
  • 7. Make a Strategic Declaration
    Photo by U.S. National Archives
  • (Company Name)will drive (Awareness, Loyalty, Sales), by turning (People, Prospects, First-time customers, Repeat customers) into (Prospects, First-time customers, Repeat customers, Advocates).
    Centered around (One Thing), we will use (Humanization approach) to make the company more human.
    We will engage with (Creators, Critics, Collectors, Joiners, Spectators), on our (Home Base) and on (Outpost) and (Outpost).
    We will use (Metric), (Metric) and (Metric) to regularly measure the success of this social media strategy.
  • Who Owns Social in the Organization?
  • Build an Ark to Govern Social Media
    Paintingby Mary Singleton
  • On the Ark
    Marketing / PR Staff
    Participate in Planning
    Coordinate Goals & Strategy
    Maintain Message Integrity
  • On the Ark
    Customer Service Team
    Answer Questions
    Solve Problems
    Provide Proactive Alerts
  • On the Ark
    Web Technology Team
    Production (Tools & Apps)
    Contests, iPhone Apps, Games
    Reference Social Media Outposts
    Fulfill Social Media Promises
    Deeper, More Detailed Information
  • On the Ark
    Senior Management Team
    Give It Up
    Provide Content
    Be Present
  • Do Not Use Force
    Photo by floodllama
  • The Right People
    Learn It.
    Leverage It.

  • Set Timelines
  • Gather Data
    Photoby Ansik
  • Data to Seek
    • Customer Characteristics
    • Geography
    • Age
    • Gender
    • Current Social Metrics (if any)
    • Web Metrics
    • Unique Visits
    • Bounce Rate
    • Referrers
    • Business Metrics
  • Gather Data
    Photoby Ansik
  • Community Manager:
    Your Online Mayor
  • Personal vs. Business Branding
  • Find Your Spheres
  • DJ Waldow
    Email Marketing
  • Retweets
  • Lists
  • Software & Automation
  • Twitter Virality Tips
    Thursdays - Sundays
    “Please RT”
    Minimal Posts
    Previously Retweeted
    Warnings, or Asking for Help
  • About Facebook
    Communicate with Customers
    Share & Elicit Content
    Gain Key Insights
  • Facebook Page Tenets
  • Additional Facebook Page Tips
    Develop a Content Schedule
    But Allow for Flexibility
    Elicit Content from All
    But Keep a Watchful Eye (Quality Assurance)
    Be Creative, Engaging & Different
    But Know Facebook Limitations & Guidelines
  • Facebook Applications
  • Ecommerce on Facebook
  • Facebook Metrics
  • Facebook Fan Box
  • Facebook Advertising
  • Blogging: Your Online Magazine
  • Blogging = Traffic
  • A Volunteer, Perhaps?
  • LinkedIn
    Your Digital Rolodex
    Strictly Business
    Fantastic for Networking
  • Your Smiling Face
    Your Current/Recent Positions
    Your Connections
    Your Quick Summary
    Your Interests
    - Blog Posts
    - Tweets
    - Presentations
    - Reading List
    - Etc.
    Your Experience / Education / Groups
  • Invite People You Meet/Know
    Upload Contact Lists
    Follow Up After Meetings
    Browse Connections’ Connections
    Learn more about Prospects
  • Give (to Get) Recommendations
  • Join Groups
  • Ask & Answer Questions
  • Create Company Pages
  • We Want You!
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    Become an eec member & join the world’s largest organization of email marketers.
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