Why Before How:The Keys to Developing a Social Media Strategy in 7 StepsSocial Media AZAugust 20, 2009

This is the Tip of the Iceberg#SMAZSocialmediaaz.orgSocial Media AZ on LinkedInwww.convinceandconvert.com@jaybaer

Old Marketing is Archery. New Marketing is Ping Pong.Use Targeting and Interruption to ConvinceUse Human Engagement and Dialog to Drive Preference and Loyalty

A Successful Social media Program:Uses Humanization and Approachability to Influence How the Company Is Perceived by Customers and Prospects

Social media Isn’t a Conversation. It’s Where the Conversation Takes Place

Worry about the tools last, not firstwww.theconversationprism.com

Tools Change. Always..Share of Search, 1999

Step 1: What’s Your Pitch?

The Elevator is Dead

What Does Your Company Do? In 120 Characters

Step 2: What’s the Point?

What type of program is this? Awareness?Sales? Loyalty?

Pick One

Step 3: Current Relationship

What Does The Audience Know About You?

Pick Up to Two, Adjacent

Step 4: How Does the Audience Use Social Media?

The World According to Social MediaChinaIndiaUnited States

We’re Not All Spielberg

1961 Entries300 Entries

Map Demographics To Social Media Usagehttp://www.forrester.com/Groundswell/profile_tool.html

Determine Who You’re Going to Reach. Select 1 to 3.

Step 5: What’s Your One Thing?

Your carefully crafted brochure copy filled with bullet points about product features and benefits Does NOT Make This Happen…

Your carefully crafted

brochure copy

filled with

bullet points

about

product

features and

benefits

Does NOT Make This Happen…

Social media Hinges on PassionFind Your One Thing And Build Around It

It’s Not About Ketchup.It’s About Where Ketchup Comes From.

It’s Not About Scissors.It’s About How You Use Them.

Brand Anthropology Don’t Think – Listen and Observe Ask Your Customers Ask Your Agency

Don’t Think – Listen and Observe

Ask Your Customers

Ask Your Agency

Step 6: How Will You Be Human?

It’s About People, Not Logos

Sometimes It’s Better If the Employees Are the Star

Is it About Shoes, Or About People?

Step 7: Identify Success

Know What Success Looks Like Before You Start

If Point = AwarenessWeb TrafficWeb Traffic ReferralsSearch Volume TrendsFollowers, Fans, FriendsSocial MentionsShare of Voice

If Point = SalesWeb TrafficTime Spent on SiteBounce RateRepeat VisitsContent Acceptance RateFollowers, Fans, FriendsSocial MentionsShare of VoiceSocial Connectivity Within Sales Funnel

If Point = LoyaltyTime Spent on SiteRepeat VisitsContent Acceptance RateFollowers, Fans, FriendsRepeat Social MentionsShare of VoiceRecommendations and ReviewsSocial Connectivity Among PurchasersCustomer Service MetricsNet Promoter Score

Ultimately, Are you Making Or Saving More Money Than You Did Before You Got Involved?

Now You Can focus on the ToolsGo Ahead, It’s Okay

www.theconversationprism.com

Create social media outposts to interact with customers, prospects, & prospective employees

Are You Ready to Turn the Key?

JASON BAER Convince and Convert Blog: www.convinceandconvert.comTwitter: @jaybaer