Uploaded byJay Baer
Developing a Social Media Strategy in 7 Steps
The document outlines a seven-step strategy for developing a social media program, emphasizing the importance of understanding the audience and focusing on human engagement over tool selection. Key steps include defining the company pitch, identifying the program's objective, understanding the audience's demographic and social media usage, and determining success metrics. The overall message stresses that social media should prioritize authentic interactions and connections rather than just technology.
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Developing a Social Media Strategy in 7 Steps
- 1. Why Before How:TheKeys to Developing a Social Media Strategy in 7 StepsSocial Media AZAugust 20, 2009
- 2. This is theTip of the Iceberg#SMAZSocialmediaaz.orgSocial Media AZ on LinkedInwww.convinceandconvert.com@jaybaer
- 3. Old Marketing isArchery. New Marketing is Ping Pong.Use Targeting and Interruption to ConvinceUse Human Engagement and Dialog to Drive Preference and Loyalty
- 4. A Successful Socialmedia Program:Uses Humanization and Approachability to Influence How the Company Is Perceived by Customers and Prospects
- 5. Social media Isn’ta Conversation. It’s Where the Conversation Takes Place
- 6. Worry about thetools last, not firstwww.theconversationprism.com
- 7. Tools Change. Always..Shareof Search, 1999
- 8. Step 1: What’sYour Pitch?
- 9. The Elevator isDead
- 10. What Does YourCompany Do? In 120 Characters
- 11. Step 2: What’sthe Point?
- 12. What type ofprogram is this? Awareness?Sales? Loyalty?
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- 14. Step 3: CurrentRelationship
- 15. What Does TheAudience Know About You?
- 16. Pick Up toTwo, Adjacent
- 17. Step 4: HowDoes the Audience Use Social Media?
- 18. The World Accordingto Social MediaChinaIndiaUnited States
- 19. We’re Not AllSpielberg
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- 22. Map Demographics ToSocial Media Usagehttp://www.forrester.com/Groundswell/profile_tool.html
- 23. Determine Who You’reGoing to Reach. Select 1 to 3.
- 24. Step 5: What’sYour One Thing?
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- 33. Does NOTMake This Happen…Social media Hinges on PassionFind Your One Thing And Build Around It
- 35. It’s Not AboutKetchup.It’s About Where Ketchup Comes From.
- 36. It’s Not AboutScissors.It’s About How You Use Them.
- 37. Brand Anthropology Don’tThink – Listen and Observe
- 38. Ask YourCustomers
- 39. Ask YourAgencyStep 6: How Will You Be Human?
- 40. It’s About People,Not Logos
- 41. Sometimes It’s BetterIf the Employees Are the Star
- 43. Is it AboutShoes, Or About People?
- 44. Step 7: IdentifySuccess
- 45. Know What SuccessLooks Like Before You Start
- 46. If Point =AwarenessWeb TrafficWeb Traffic ReferralsSearch Volume TrendsFollowers, Fans, FriendsSocial MentionsShare of Voice
- 47. If Point =SalesWeb TrafficTime Spent on SiteBounce RateRepeat VisitsContent Acceptance RateFollowers, Fans, FriendsSocial MentionsShare of VoiceSocial Connectivity Within Sales Funnel
- 48. If Point =LoyaltyTime Spent on SiteRepeat VisitsContent Acceptance RateFollowers, Fans, FriendsRepeat Social MentionsShare of VoiceRecommendations and ReviewsSocial Connectivity Among PurchasersCustomer Service MetricsNet Promoter Score
- 49. Ultimately, Are youMaking Or Saving More Money Than You Did Before You Got Involved?
- 50. Now You Canfocus on the ToolsGo Ahead, It’s Okay
- 51.
- 52. Create social mediaoutposts to interact with customers, prospects, & prospective employees
- 53. Are You Readyto Turn the Key?
- 54. JASON BAER Convinceand Convert Blog: www.convinceandconvert.comTwitter: @jaybaer
Editor's Notes
- #3 Questions to ask
- #8 A year ago we didn’t have Twitter, now it’s a lynchpin of social media
- #9 Questions to ask
- #10 Questions to ask
- #11 Questions to ask
- #12 Questions to ask
- #13 Questions to ask
- #14 Questions to ask
- #15 Questions to ask
- #16 5 places where audience can be on the action continuum. 6 places they can be on the ladder from yesterday
- #17 5 places where audience can be on the action continuum. 6 places they can be on the ladder from yesterday
- #18 Questions to ask
- #19 Questions to ask
- #20 Questions to ask
- #21 Questions to ask
- #22 Different people online wield this consumer power differently. Forrestoertechnographics ladder.
- #23 Clearly, some age groups are more prone to being creators than others. Here’s an example.
- #24 Clearly, some age groups are more prone to being creators than others. Here’s an example.
- #25 Questions to ask
- #26 Questions to ask
- #27 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.
- #28 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.
- #29 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.
- #30 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.
- #31 A major part of convincing clients that social media works is by measuring success <:45>
- #32 Questions to ask
- #33 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.
- #34 A major part of convincing clients that social media works is by measuring success <:45>
- #35 A major part of convincing clients that social media works is by measuring success <:45>
- #36 A major part of convincing clients that social media works is by measuring success <:45>
- #37 Questions to ask
- #38 A major part of convincing clients that social media works is by measuring success <:45>
- #39 A major part of convincing clients that social media works is by measuring success <:45>
- #40 A major part of convincing clients that social media works is by measuring success <:45>
- #41 A major part of convincing clients that social media works is by measuring success <:45>
- #42 Questions to ask
- #43 Questions to ask
- #47 <5:20>