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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. …

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

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