Social Media Strategy

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2009 GHTA Conference Presentation

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Social Media Strategy

  1. 1. Social Media Strategy Chris Sietsema & William Smith Mighty Interactive
  2. 2. Traditional Marketing Mix 2
  3. 3. Enter Social Media 3
  4. 4. Social Media Tenets Listen React Engage 4
  5. 5. Listen (err..rather Eavesdrop) • Frame Messaging • Create Opportunities for Contact – Develop New Content – Ask Questions – Make an Invitation • Identify Other Influencers • Measure Impact 5
  6. 6. Listening Implications John Q. Customer 6
  7. 7. Social Media Venues 7
  8. 8. Before We Consider the Tools… • Answer these questions: – What do you do best, better, different? 8 Source: Bob_n_Renee
  9. 9. Before We Consider the Tools… • Answer these questions: – How do you want to be known? 9 Source: Eugene Hood
  10. 10. Before We Consider the Tools… • Answer these questions: – How does your audience use social media? 10 Source: gerlos
  11. 11. Before We Consider the Tools… • Answer these questions: – How will you be human? 11
  12. 12. Before We Consider the Tools… • Answer these questions: – What does success look like? 12
  13. 13. Developing a Plan • Social Media Objectives = Business Objectives • Consider Campaign Type Community Influencer/ Media General Relations/ Relations & Awareness, Event Customer Service Engagement Promotion, ROI 13
  14. 14. Developing A Plan Sample Objectives Grow Awareness Customer Service Engage New Audiences 14
  15. 15. Social Media Venues vs. 15
  16. 16. Social Media Venues vs. 16
  17. 17. Facebook • About Facebook – Communicate with Fans – Promote Events – Share Photos & Video – Feature Specials & Programs – Share & Elicit Content • 300 million active user base • ~90,000,000 in the United States 17
  18. 18. Facebook Usage • Still skews younger, but largest rate of growth is with persons 35+ 18
  19. 19. Facebook Opportunities 19
  20. 20. Facebook Opportunities 20
  21. 21. Twitter • About Twitter – A Microblogging Platform – 140 Characters of Fury – Observations, Views, News – Communication bits at a time • Primary Uses for Business – Customer Service – Product/Service/Program Introductions Sunday Afternoon on the Island of La Grande Jatte Georges-Pierre Seurat – Outreach & Alerts 21 – Create Lists
  22. 22. Twitter Twends • Massive Traffic Incline has Plateaued 22 • 80% of accounts have less than 10 followers
  23. 23. Twitter Opportunities • Reference Other Content • Following – Based on Influence – Based on Relevance • Twitter Lists – Segment Followed – Identify Influencers • Twitter Search & Feeds 23
  24. 24. Twitter Opportunities 24
  25. 25. LinkedIn • About LinkedIn – Your Digital Rolodex – The “business” side of you – 43 Million Members – Excellent B2B Database • Primary Uses for Business – Meet New People • Browse Your Connections’ Connections – Share Content, Status – Answer & Ask Questions 25 – Join, Participate in & Start Groups
  26. 26. LinkedIn Growth • 22 Ways to Dominate – http://tr.im/siz0 26
  27. 27. About Social Media • Flickr • YouTube o Share Photos o Create a Channel o Create Themed Sets o Develop a Vlog o Befriend Other Photogs o Conduct Interviews o Provide Reference o Subscribe to Content Points 27
  28. 28. About Social Media • All The Rest 28
  29. 29. Creative Engagement 29
  30. 30. Creative Engagement • 6 Influential Bloggers • $500 Each 30 • 57% increase in site traffic
  31. 31. Creative Engagement 31
  32. 32. Creative Engagement 32
  33. 33. Creative Engagement 33
  34. 34. Time & Resources • Common Misconception: “Social Media is Inexpensive” 34 Source: practition^r
  35. 35. Measurement • Activity – Followers / Fans / Connections – Comments, Posts, Mentions – Sentiment (+, -, Neutral) • Site Traffic – Overall Site Traffic – Specific Pages – Spikes with Social Media Activity • Real ROI – Sales 35 – Leads Source: Nick Sayers
  36. 36. Key Elements • Relationships before revenue • People will support that which they help to create • This is not a game of follow the leader. – Rather, you are building the playground 36
  37. 37. Next Steps • Recommended – Clarify Your Existing Social Media Presence/Status – Confirm Core Messages & Communication Guidelines • Create Sample Content • Outline a Sample Campaign – Define / Assign Internal Resources & Roles – Create Social Media Profiles • Only Those to Which You Can Dedicate Resources – Develop Posting Schedule & Checklist Source: regalore – Setup Social Media Monitoring Account 37 – Keep On Keeping On
  38. 38. Questions? Chris Sietsema William Smith Director, Interactive Marketing Search Marketing Manager chris@mightyinteractive.com william@mightyinteractive.com 480.505.4529 480.505.4532 38

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