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Insightr - 10 Rules For Social Media Strategy
 

Insightr - 10 Rules For Social Media Strategy

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A guide to effectively using and measuring social media in your business to drive results.

A guide to effectively using and measuring social media in your business to drive results.

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    Insightr - 10 Rules For Social Media Strategy Insightr - 10 Rules For Social Media Strategy Presentation Transcript

    • A guide to effectively using and measuring social media in your business to drive results.
      v1.December 2009
      10 Steps to a Social Media Strategy
    • Making Social Media Strategic
      Marketing Sherpa report three stages of Social Media maturity:
      Phase I: Trial - no process is used and social platforms are implemented first.
      Phase II: Transition - an informal process is used and performed randomly.
      Phase III: Strategic - a formal process is used and performed routinely.
      This document is intended to define a formal process (Phase III) for you to adapt and modify for your business.
      DATEDecember 09
      PAGE 2
    • Social media isn’t media
      DATEDecember 09
      PAGE 3
    • So what is social media then?
      DATEDecember 09
      PAGE 4
      …many things to many people
    • Social Media Platforms
      DATEDecember 09
      PAGE 5
      …ever increasing number of channels
    • Customers interact with Social Media in different ways
      DATEDecember 09
      PAGE 6
      1
      2
      3
      Observe
      Response
      Interaction
      4
      5
      6
      Participation
      Discussion
      Advocacy
      Research your customers thoroughly to identify opportunities
    • 10 guiding strategic principles
      DATEDecember 09
      PAGE 7
    • Ten Steps for Effective Social Media Strategy
      Observe and listen to your customers
      Create your single minded objective
      Analyse competitors & document their approaches
      Identify SMART goals for your objective
      Analyse channels and their relevance to your goals
      Determine strategies for your goals
      Create tactics that roll up into your goals
      Phase rollout and observe carefully
      Measure performance against your goals
      Revise strategies based on goal results
      DATEDecember 09
      PAGE 8
      1
      2
      3
      4
      5
      6
      7
      8
      9
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    • Observe and listen to your customers
      Use search engines (Google Blog Search, Twitter Search) for customer conversations
      Save results as RSS feeds that can be added to an iGoogle dashboard
      Remember that your customers can talk within the brand (eg ratings on a site) or on a platform (egFacebook etc) or outside of brand control (eg Forums etc)
      Avoid the temptation to join into the conversations without a defined customer strategy. This may cause more harm than good.
      DATEDecember 09
      PAGE 9
      1
    • Create your single minded objective
      What is it you are trying to achieve? Consider specific customer or business objectives such as:
      Improve customer service
      Increase brand awareness
      Generate more leads
      Gather insights for product development
      Share real-time news and updates with customers
      Distribute offers and promotions
      Increase share of customer attention
      DATEDecember 09
      PAGE 10
      2
      Avoid the temptation to create an unmeasurableobjective to “do it because everyone else is doing it”
    • Analyse competitors & document their approaches
      Observe what your competitors have been doing, document their tactics and conversational approaches to the community.
      You know who your competitors are, so use simple techniques such as observing Facebook / Myspace pages to view from a distance.
      Think 360°, so don’t just look at Twitter and Facebook– consider how their in-store or call-centre customer service approaches are replicated or enhanced in the channel.
      Try to look at the experience your competitors are creating through positives (what is working really well) and negatives (what mistakes are being made)
      Review their websites and look for links to their community projects, sign up for emails and review their direct mail.Identify gaps in your competitors tactics
      DATEDecember 09
      PAGE 11
      3
    • Identify SMART goals for your objective
      Creating highly focused goals for your social media efforts will enhance your strategic positioning.
      The SMART process provides a rational framework from which attainable, measurable strategies can be developed.
      DATEDecember 09
      PAGE 12
      4
    • Analyse channels and their relevance to your goals
      5
      Read up on the multiple free research sources to understand the technology, capabilities and penetration of social channels.
      Use techniques like SWOT analysis to rationally review channel relevancy.
      Develop scoring models (features, points and weighting) to appraise audience relevancy
      DATEDecember 09
      PAGE 13
    • Determine strategies for your goals
      DATEDecember 09
      PAGE 14
      6
      Your strategy needs tooutline the framework that defines how to get to this goal. It does not show steps or process
      Strategy Launch Twitter account and make our business visible within the Twitter platform
    • Create tactics that roll up into your goals
      Use your rational goals to determine tactics that will achieve them
      Start thinking about the channel approaches against the goals
      Real-time think Twitter
      Sales Conversion think Bazaarvoice
      Community think Blogs, Forums and Facebook
      Training and Education think Slideshare, Youtube
      Customer Service think Getsatisfaction, Wikis, Live Chat, Forums
      Consider your customers, are they already using these channels?
      Do you need to raise awareness through more traditional media, eg call centre scripts, direct mail?
      Are you the centre of the message, or are you lettting your customers own the conversations?
      DATEDecember 09
      PAGE 15
      7
    • Example: Sample tactical plan
      DATEDecember 09
      PAGE 16
      Tactics
    • Example Framework: Metrics from your Tactics
      DATEDecember 09
      PAGE 17
      Tactics
      Metrics
      FAQ Usage Rate
      Enhance FAQ’s and KB
      Strategies
      Twitter Link Usage
      Business Objectives
      Account Followers
      Launch Account
      Advertise Twitter Account
      Sell more products
      Business Objective
      ShareThis Usage
      Customer Service on Twitter
      Sentiment Analysis
      Establish Response Process
      Customer Service
      @ Response Rate
      Strategy #2
      @ Completion Rate
      Setup Listening Posts
      Convert leads
      Retweet Rate
    • Phase rollout and observe carefully
      DATEDecember 09
      PAGE 18
      8
      Develop a project plan that embraces all the steps to get to launch, and plan resources required to deploy.
      Expect projects to take longer than planned and add buffer time to deal with technical difficulties and community feedback.
    • Measure performance against your goals
      Create a hierarchical measurement plan that rolls up tactic performance into goal results that drive objectives achievement
      With social media you’ll need to rely on a wider range of tools than website measurement, so consider how different data will be presented and analysed.
      Read this article on measurement planning for more information on planning best practice.
      DATEDecember 09
      PAGE 19
      9
    • Revise strategies based on goal results
      If your results aren’t making you as happy as our marketer here then course corrections may be needed.
      Consider changing things like:
      Acquisition strategies
      Tone / Language used
      Types of messages shared
      Response to feedback tactics
      Types of channels used
      Consider revising your targets, were you too aggressive with your goals? Revisit the SMART process.
      DATEDecember 09
      PAGE 20
      10
    • Thank you
      DATEDecember 09
      PAGE 21
    • DATEDecember 09
      PAGE 22
      For more information:
      talk@insightr.comhttp://insightr.comhttp://twitter.com/insightr