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Building A Social Media Strategy - And Executing It
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Building A Social Media Strategy - And Executing It

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James Burnes, principal and founder of Project Brilliant, shares how to build a social media strategy with participants at an Indiana Small Business Development Center program in Elkhart, IN.

James Burnes, principal and founder of Project Brilliant, shares how to build a social media strategy with participants at an Indiana Small Business Development Center program in Elkhart, IN.

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  • Logos are not brands.&#xAE; <br />
  • Logos are not brands.&#xAE; <br />
  • Logos are not brands.&#xAE; <br />
  • Logos are not brands.&#xAE; <br />
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  • You do not control your brand. Your brand is determined by those around you who know and experience you in their various interactions. You can only influence your brand. <br />
  • We see ourselves clearly, but the collection of perceptions about who we are and what we stand for is muddled. <br />
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  • Slide 1: image: door to door encyclopedia salesman, or selling vacuums "selling is different.&#xA0; the model has changed.&#xA0; it has profoundly and permanently altered.&#xA0; the days as a sales person as information agent are over. "the economy will continue to force it to change." (then transition to economy)&#x200F; <br />
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  • We want to showcase the size of the network as being large <br />
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Building A Social Media Strategy - And Executing It Building A Social Media Strategy - And Executing It Presentation Transcript

  • Social Media STRATEGY & EXECUTION ISBDC - Social Media’s Role in Marketing JAMES BURNES, PROJECT BRILLIANT
  • James Burnes Principal & Founder, Project Brilliant CEO & Founder, Mobiltopia @jamesburnes @ProjBrilliant @mobiltopia SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • GET MY CONTACT INFORMATION VIA SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER TEXT JAMES BURNES, PROJECT BRILLIANT
  • To: 5 0500 Messa g james e: burne s GET MY CONTACT INFORMATION VIA SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER TEXT JAMES BURNES, PROJECT BRILLIANT
  • Social Media in Action LET’S INTERACT RIGHT NOW SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Do you really want to engage and JAMES BURNES, PROJECT BRILLIANT
  • A Few Social Media 1995 1997 1999 2001 2003 2005 2007 2009 SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • A Few Social Media 1995 1997 1999 2001 2003 2005 2007 2009 Message boards for geeks everywhere SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • A Few Social Media Personal ‘free’ web pages debut 1995 1997 1999 2001 2003 2005 2007 2009 Message boards for geeks everywhere SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • A Few Social Media Personal ‘free’ web pages debut 1995 1997 1999 2001 2003 2005 2007 2009 Blogware begins to take Message off boards for geeks everywhere SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • A Few Social Media MySpace.com launches Personal ‘free’ web pages debut 1995 1997 1999 2001 2003 2005 2007 2009 Blogware begins to take Message off boards for geeks everywhere SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • A Few Social Media MySpace.com launches Personal ‘free’ web pages debut 1995 1997 1999 2001 2003 2005 2007 2009 Blogware begins to take Message off boards for Mass media starts geeks focusing on “User everywhere Generated Content” SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • A Few Social Media MySpace.com launches Personal ‘free’ web pages debut Facebook Launches 1995 1997 1999 2001 2003 2005 2007 2009 Blogware begins to take Message off boards for Mass media starts geeks focusing on “User everywhere Generated Content” SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • A Few Social Media MySpace.com launches Personal ‘free’ web pages debut Facebook Launches 1995 1997 1999 2001 2003 2005 2007 2009 Blogware begins to take YouTube launches Message off boards for Mass media starts geeks focusing on “User everywhere Generated Content” SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • A Few Social Media MySpace.com launches Personal ‘free’ web pages debut Facebook Launches 1995 1997 1999 2001 2003 2005 2007 2009 Blogware Ning begins to take YouTube launches Launches Message off boards for Mass media starts geeks focusing on “User everywhere Generated Content” SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • A Few Social Media MySpace.com Twitter launches Launches Personal ‘free’ web pages debut Facebook Launches 1995 1997 1999 2001 2003 2005 2007 2009 Blogware Ning begins to take YouTube launches Launches Message off boards for Mass media starts geeks focusing on “User everywhere Generated Content” SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • A Few Social Media March MySpace.com Twitter 2009, launches Launches Nielsen Personal ‘free’ web pages study debut Reveals Facebook Launches social media more popular than email 1995 1997 1999 2001 2003 2005 2007 2009 Blogware Ning begins to take YouTube launches Launches Message off boards for Mass media starts geeks focusing on “User everywhere Generated Content” SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Do you have a strategy? JAMES BURNES, PROJECT BRILLIANT
  • Stand up if… SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Stand up if…  Your business has a presence on Facebook, Twitter, YouTube and/or…. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Stand up if…  Your business has a presence on Facebook, Twitter, YouTube and/or….  Your business has a designated person or team responsible for social media. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Stand up if…  Your business has a presence on Facebook, Twitter, YouTube and/or….  Your business has a designated person or team responsible for social media.  Your staff understands how social media is being used by the organization. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Do you have a strategy? JAMES BURNES, PROJECT BRILLIANT
  • Do you have a strategy? (Or are you just executing tactics?) JAMES BURNES, PROJECT BRILLIANT
  • Aligning the organization WHY STRATEGY FIRST? SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Social Media Has Shifted Who People Trust To Influence Their Decisions Recommendations from people known 90% Consumer opinions posted online 70% Brand websites 70% Editorial content (e.g. newspaper article) 69% Brand sponsorships 64% TV 62% Newspaper 61% Magazines 59% Billboards / outdoor advertising 55% Radio 55% Emails signed up for 54% Search engine results ads 41% Source: Nielsen SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Global Online Consumer Survey, April 2009 JAMES BURNES, PROJECT BRILLIANT
  • Social Media Has Shifted Who People Trust To Influence Their Decisions Recommendations from people known 90% Consumer opinions posted online 70% Brand websites 70% Editorial content (e.g. newspaper article) 69% Brand sponsorships 64% TV 62% Newspaper 61% Magazines 59% Billboards / outdoor advertising 55% Radio 55% Emails signed up for 54% Search engine results ads 41% Source: Nielsen SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER Global Online Consumer Survey, April 2009 JAMES BURNES, PROJECT BRILLIANT
  • Who Are We? YOUR STRATEGY MUST ALIGN WITH YOUR BRAND SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • What is a brand? JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Brand = The Experience SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Who controls your brand? JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • What causes this confusion? JAMES BURNES, PROJECT BRILLIANT
  • What causes this confusion? No Strategy, Plan, or Commitment JAMES BURNES, PROJECT BRILLIANT
  • What causes this confusion? JAMES BURNES, PROJECT BRILLIANT
  • What causes this confusion? We experiment. JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Segments that matter HOW DO WE DEVELOP STRATEGY? SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • #1. What are our JAMES BURNES, PROJECT BRILLIANT
  • #2. Who is our audience? JAMES BURNES, PROJECT BRILLIANT
  • #3. Who are the segments within? JAMES BURNES, PROJECT BRILLIANT
  • Potential Customers Past Customers Current Customers Loyal Customers Angry Customers SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Don’t make me tweet about this! SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • #4. What do they JAMES BURNES, PROJECT BRILLIANT
  • #5. Where do they JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • #6. Who is our JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • #7. What are our milestones & key events? JAMES BURNES, PROJECT BRILLIANT
  • #8. How will mobile accessibility to social media impact you? JAMES BURNES, PROJECT BRILLIANT
  • More Than Half of All Phone Sold Will Be “Smart” By 2011 33% 1999 2001 2003 2005 2007 2009 2011 SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • More Than Half of All Phone Sold Will Be “Smart” By 2011 51% 33% 1999 2001 2003 2005 2007 2009 2011 SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • #9. Do you need your own social platform? JAMES BURNES, PROJECT BRILLIANT
  • A few ideas WHAT MIGHT OUR STRATEGY BE? SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Strategy: Make our organization more personable JAMES BURNES, PROJECT BRILLIANT
  • Strategy: Give prospective customers more exposure to what it’s like to do business JAMES BURNES, PROJECT BRILLIANT
  • Strategy: Reward customers who demonstrate loyalty and help us spread the word JAMES BURNES, PROJECT BRILLIANT
  • Strategy: Drive referrals by making it easy for our fans JAMES BURNES, PROJECT BRILLIANT
  • Strategy: Recruit the best talent by showcasing our staff’s work and the lifestyle we live. JAMES BURNES, PROJECT BRILLIANT
  • Strategy: Delivery easy ways for customers and prospects to share their product ideas. JAMES BURNES, PROJECT BRILLIANT
  • Social media will not succeed as a “marketing” strategy! JAMES BURNES, PROJECT BRILLIANT
  • Every department should contribute. JAMES BURNES, PROJECT BRILLIANT
  • Sales Marketing HR Customer Service Strategy Product Development Distribution SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • A few ideas HOW DO WE MOVE FROM PLAN TO ACTION? SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Do we bring in an outside guru to help our team move quickly? SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Develop the tactical plan with those who will actually JAMES BURNES, PROJECT BRILLIANT
  • Your (WRITTEN) Plan Will • Audience Definition and segmentation • Clearly defined strategies • Tactical approach (which platforms, what we’ll do there, what tools we use, etc.) • A budget • Defined goals and metrics • Scheduled reviews. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Let your ambassadors take it to the rest of the JAMES BURNES, PROJECT BRILLIANT
  • To succeed, make the mantra about engaging and connecting, not selling. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • To succeed, you must lead it from the top and build a culture of engaged, connected employees. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • To succeed, you must commit. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Let’s Take a Break BE BACK IN 10 MINUTES SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Email Marketing
  • Email Marketing Mobile Apps
  • Viral Video Email Marketing Mobile Apps
  • SMS (txt) Marketing Viral Video Email Marketing Mobile Apps
  • SMS (txt) Marketing Viral Video Email Marketing Banner Advertising Mobile Apps
  • SMS (txt) Marketing Email Marketing Viral Video Banner Advertising Mobile Apps Crowd sourcing
  • SMS (txt) Marketing Email Marketing Viral Video Banner Advertising Mobile Apps Crowd sourcing Lead Generation
  • SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Banner Advertising Mobile Apps Crowd sourcing Lead Generation
  • SEO SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Banner Advertising Mobile Apps Crowd sourcing Lead Generation
  • SEO SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Social media Banner Advertising Mobile Apps Crowd sourcing Lead Generation
  • SEO blogging SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Social media Banner Advertising Mobile Apps Crowd sourcing Lead Generation
  • SEO blogging SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Social media Banner Advertising Mobile Apps Crowd sourcing microsites Lead Generation
  • SEO blogging SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Social media Banner Advertising Mobile Apps Crowd sourcingLanding pages microsites Lead Generation
  • Lesson #1 Leveraging Twitter To Push Inventory
  • Lesson #2 Driving Customer Loyalty and Repeat Visits with Facebook
  • Lesson #3 Crowd-sourcing loyal customers for ideas and improvements
  • Lesson #4 Using community/customer skills to create new products and manage inventory
  • Lesson #5 Blogging to recruit talent & leverage customer loyalty
  • Lesson #6 Using Niche MicroSites to Drive Traffic And Search Engine Marketing
  • Lesson #7 Using Viral Video To Create Demand In A New Vertical
  • Lesson #8 Keeping Customers Informed Of Diverse Products Via Facebook
  • Lesson #9 Building Brand Awareness To A Competitive Industry Through Social Media
  • Lesson #10 Maximizing Value of Customer Database Via Targeted Email Marketing Strategies
  • Building A Great CRM
  • Customer Database
  • In-person Customer Database Prospects & Leads customers
  • How to maximize value of CRM
  • How to maximize value of CRM  Keep separate fields for all data (first, last, etc.)
  • How to maximize value of CRM  Keep separate fields for all data (first, last, etc.)  Maintain data integrity (format of information input into system)
  • How to maximize value of CRM  Keep separate fields for all data (first, last, etc.)  Maintain data integrity (format of information input into system)  Give all employees access to update/ modify records
  • How to maximize value of CRM  Keep separate fields for all data (first, last, etc.)  Maintain data integrity (format of information input into system)  Give all employees access to update/ modify records  Add fields for actionable data (industry specific, relationship triggers, etc.)
  • How to maximize value of CRM  Keep separate fields for all data (first, last, etc.)  Maintain data integrity (format of information input into system)  Give all employees access to update/ modify records  Add fields for actionable data (industry specific, relationship triggers, etc.)  Analyze data quarterly to identify trends
  • SEO blogging SMS (txt) Marketing Keyword (PPC) Advertising Email Marketing Viral Video Social media Banner Advertising Mobile Apps Crowd sourcingLanding pages microsites Lead Generation
  • Let’s Take a Break BE BACK IN 10 MINUTES SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • 7 Rules For Social Media Success SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Rule #1 Define Your Personal And Business Brand SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Rule #2 Create Accounts For Your Business SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Rule #3 Speak to Your Target Audience SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Rule #4 Commit to 15 Minutes A Day To ʻPearlʼ Dive SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Rule #5 Demonstrate experience through sharing knowledge, ideas and insight SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Rule #6 Listen More Than You Speak. Respond Frequently & Win! SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Rule #7 Reward your customers who connect to you SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT
  • Q&A JAMES BURNES, PROJECT BRILLIANT
  • James Burnes Principal & Founder, Project Brilliant CEO & Founder, Mobiltopia @jamesburnes @ProjBrilliant @mobiltopia CELL: 317.512.3612 JAMES.BURNES@PROJECTBRILLIANT. SOCIAL MEDIA FOR A NEW GENERATION OF CONSUMER JAMES BURNES, PROJECT BRILLIANT