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Why Before How:<br />The Keys to Developing a Social Media Strategy in 7 Steps<br />Social Media AZ<br />August 20, 2009<b...
This is the Tip of the Iceberg<br />#SMAZ<br />Socialmediaaz.org<br />Social Media AZ on LinkedIn<br />www.convinceandconv...
Old Marketing is Archery. New Marketing is Ping Pong.<br />Use Targeting and Interruption to Convince<br />Use Human Engag...
A Successful Social media Program:<br />Uses Humanization and Approachability to Influence How the Company Is Perceived by...
Social media Isn’t a Conversation. It’s Where the Conversation Takes Place<br />
Worry about the tools last, not first<br />www.theconversationprism.com<br />
Tools Change. Always..<br />Share of Search, 1999<br />
Step 1: What’s Your Pitch?<br />
The Elevator is Dead<br />
What Does Your Company Do? <br />In 120 Characters<br />
Step 2: What’s the Point?<br />
What type of program is this? Awareness?<br />Sales? Loyalty?<br />
Pick One<br />
Step 3: Current Relationship<br />
What Does The Audience Know About You?<br />
Pick Up to Two, Adjacent<br />
Step 4: How Does the Audience Use Social Media?<br />
The World According to Social Media<br />China<br />India<br />United States<br />
We’re Not All Spielberg<br />
1961 Entries<br />300 Entries<br />
Map Demographics To Social Media Usage<br />http://www.forrester.com/Groundswell/profile_tool.html<br />
Determine Who You’re Going to Reach. <br />Select 1 to 3. <br />
Step 5: What’s Your One Thing?<br />
<ul><li>Your carefully crafted
 brochure copy
 filled with
 bullet points
 about
 product
 features and
 benefits
 Does NOT Make This Happen…</li></li></ul><li>Social media Hinges on Passion<br />Find Your One Thing              And Bui...
It’s Not About Ketchup.<br />It’s About Where Ketchup Comes From.<br />
It’s Not About Scissors.<br />It’s About How You Use Them.<br />
Brand Anthropology<br /><ul><li> Don’t Think – Listen and Observe
 Ask Your Customers
 Ask Your Agency</li></li></ul><li>Step 6: How Will You Be Human?<br />
It’s About People, Not Logos<br />
Sometimes It’s Better If the Employees Are the Star<br />
Is it About Shoes, Or About People? <br />
Step 7: Identify Success<br />
Know What Success Looks Like Before You Start<br />
If Point = Awareness<br />Web Traffic<br />Web Traffic Referrals<br />Search Volume Trends<br />Followers, Fans, Friends<b...
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Developing a Social Media Strategy in 7 Steps

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Tired of chasing shiny objects? This 7-step process helps you create a solid, measurable social media strategy for any organization. Proven methodology in use by dozens of companies globally. Presented at Social Media AZ by Jay Baer of Convince & Convert.

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  • Questions to ask
  • A year ago we didn’t have Twitter, now it’s a lynchpin of social media
  • Questions to ask
  • Questions to ask
  • Questions to ask
  • Questions to ask
  • Questions to ask
  • Questions to ask
  • Questions to ask
  • 5 places where audience can be on the action continuum. 6 places they can be on the ladder from yesterday
  • 5 places where audience can be on the action continuum. 6 places they can be on the ladder from yesterday
  • Questions to ask
  • Questions to ask
  • Questions to ask
  • Questions to ask
  • Different people online wield this consumer power differently. Forrestoertechnographics ladder.
  • Clearly, some age groups are more prone to being creators than others. Here’s an example.
  • Clearly, some age groups are more prone to being creators than others. Here’s an example.
  • Questions to ask
  • Questions to ask
  • A critical component of social media is to humanize the brand. A boring brand with a facebook page is still boring. You have to find the one thing that’s interesting about the company and focus on that. Sometimes it’s operational.
  • A critical component of social media is to humanize the brand. A boring brand with a facebook page is still boring. You have to find the one thing that’s interesting about the company and focus on that. Sometimes it’s operational.
  • A critical component of social media is to humanize the brand. A boring brand with a facebook page is still boring. You have to find the one thing that’s interesting about the company and focus on that. Sometimes it’s operational.
  • A critical component of social media is to humanize the brand. A boring brand with a facebook page is still boring. You have to find the one thing that’s interesting about the company and focus on that. Sometimes it’s operational.
  • A major part of convincing clients that social media works is by measuring success <:45>
  • Questions to ask
  • A critical component of social media is to humanize the brand. A boring brand with a facebook page is still boring. You have to find the one thing that’s interesting about the company and focus on that. Sometimes it’s operational.
  • A major part of convincing clients that social media works is by measuring success <:45>
  • A major part of convincing clients that social media works is by measuring success <:45>
  • A major part of convincing clients that social media works is by measuring success <:45>
  • Questions to ask
  • A major part of convincing clients that social media works is by measuring success <:45>
  • A major part of convincing clients that social media works is by measuring success <:45>
  • A major part of convincing clients that social media works is by measuring success <:45>
  • A major part of convincing clients that social media works is by measuring success <:45>
  • Questions to ask
  • Questions to ask
  • <5:20>
  • Transcript of "Developing a Social Media Strategy in 7 Steps"

    1. 1. Why Before How:<br />The Keys to Developing a Social Media Strategy in 7 Steps<br />Social Media AZ<br />August 20, 2009<br />
    2. 2. This is the Tip of the Iceberg<br />#SMAZ<br />Socialmediaaz.org<br />Social Media AZ on LinkedIn<br />www.convinceandconvert.com<br />@jaybaer<br />
    3. 3. Old Marketing is Archery. New Marketing is Ping Pong.<br />Use Targeting and Interruption to Convince<br />Use Human Engagement and Dialog to Drive Preference and Loyalty<br />
    4. 4. A Successful Social media Program:<br />Uses Humanization and Approachability to Influence How the Company Is Perceived by Customers and Prospects<br />
    5. 5. Social media Isn’t a Conversation. It’s Where the Conversation Takes Place<br />
    6. 6. Worry about the tools last, not first<br />www.theconversationprism.com<br />
    7. 7. Tools Change. Always..<br />Share of Search, 1999<br />
    8. 8. Step 1: What’s Your Pitch?<br />
    9. 9. The Elevator is Dead<br />
    10. 10. What Does Your Company Do? <br />In 120 Characters<br />
    11. 11. Step 2: What’s the Point?<br />
    12. 12. What type of program is this? Awareness?<br />Sales? Loyalty?<br />
    13. 13. Pick One<br />
    14. 14. Step 3: Current Relationship<br />
    15. 15. What Does The Audience Know About You?<br />
    16. 16. Pick Up to Two, Adjacent<br />
    17. 17. Step 4: How Does the Audience Use Social Media?<br />
    18. 18. The World According to Social Media<br />China<br />India<br />United States<br />
    19. 19. We’re Not All Spielberg<br />
    20. 20. 1961 Entries<br />300 Entries<br />
    21. 21.
    22. 22. Map Demographics To Social Media Usage<br />http://www.forrester.com/Groundswell/profile_tool.html<br />
    23. 23. Determine Who You’re Going to Reach. <br />Select 1 to 3. <br />
    24. 24. Step 5: What’s Your One Thing?<br />
    25. 25. <ul><li>Your carefully crafted
    26. 26. brochure copy
    27. 27. filled with
    28. 28. bullet points
    29. 29. about
    30. 30. product
    31. 31. features and
    32. 32. benefits
    33. 33. Does NOT Make This Happen…</li></li></ul><li>Social media Hinges on Passion<br />Find Your One Thing And Build Around It<br />
    34. 34.
    35. 35. It’s Not About Ketchup.<br />It’s About Where Ketchup Comes From.<br />
    36. 36. It’s Not About Scissors.<br />It’s About How You Use Them.<br />
    37. 37. Brand Anthropology<br /><ul><li> Don’t Think – Listen and Observe
    38. 38. Ask Your Customers
    39. 39. Ask Your Agency</li></li></ul><li>Step 6: How Will You Be Human?<br />
    40. 40. It’s About People, Not Logos<br />
    41. 41. Sometimes It’s Better If the Employees Are the Star<br />
    42. 42.
    43. 43. Is it About Shoes, Or About People? <br />
    44. 44. Step 7: Identify Success<br />
    45. 45. Know What Success Looks Like Before You Start<br />
    46. 46. If Point = Awareness<br />Web Traffic<br />Web Traffic Referrals<br />Search Volume Trends<br />Followers, Fans, Friends<br />Social Mentions<br />Share of Voice<br />
    47. 47. If Point = Sales<br />Web Traffic<br />Time Spent on Site<br />Bounce Rate<br />Repeat Visits<br />Content Acceptance Rate<br />Followers, Fans, Friends<br />Social Mentions<br />Share of Voice<br />Social Connectivity Within Sales Funnel<br />
    48. 48. If Point = Loyalty<br />Time Spent on Site<br />Repeat Visits<br />Content Acceptance Rate<br />Followers, Fans, Friends<br />Repeat Social Mentions<br />Share of Voice<br />Recommendations and Reviews<br />Social Connectivity Among Purchasers<br />Customer Service Metrics<br />Net Promoter Score<br />
    49. 49. Ultimately, Are you Making Or Saving More Money Than You Did Before You Got Involved?<br />
    50. 50. Now You Can focus on the Tools<br />Go Ahead, It’s Okay<br />
    51. 51. www.theconversationprism.com<br />
    52. 52. Create social media outposts to interact with customers, prospects, & prospective employees<br />
    53. 53. Are You Ready to Turn the Key?<br />
    54. 54. JASON BAER <br />Convince and Convert <br />Blog: www.convinceandconvert.com<br />Twitter: @jaybaer<br />

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