Developing a Social Media Strategy in 7 Steps

  • 125,800 views
Uploaded on

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.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
125,800
On Slideshare
0
From Embeds
0
Number of Embeds
53

Actions

Shares
Downloads
0
Comments
98
Likes
796

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • 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