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Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
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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:<br />The Keys to Developing a Social Media Strategy in 7 Steps<br />Social Media AZ<br />August 20, 2009<br />
    • 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. 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. A Successful Social media Program:<br />Uses Humanization and Approachability to Influence How the Company Is Perceived by Customers and Prospects<br />
    • 5. Social media Isn’t a Conversation. It’s Where the Conversation Takes Place<br />
    • 6. Worry about the tools last, not first<br />www.theconversationprism.com<br />
    • 7. Tools Change. Always..<br />Share of Search, 1999<br />
    • 8. Step 1: What’s Your Pitch?<br />
    • 9. The Elevator is Dead<br />
    • 10. What Does Your Company Do? <br />In 120 Characters<br />
    • 11. Step 2: What’s the Point?<br />
    • 12. What type of program is this? Awareness?<br />Sales? Loyalty?<br />
    • 13. Pick One<br />
    • 14. Step 3: Current Relationship<br />
    • 15. What Does The Audience Know About You?<br />
    • 16. Pick Up to Two, Adjacent<br />
    • 17. Step 4: How Does the Audience Use Social Media?<br />
    • 18. The World According to Social Media<br />China<br />India<br />United States<br />
    • 19. We’re Not All Spielberg<br />
    • 20. 1961 Entries<br />300 Entries<br />
    • 21.
    • 22. Map Demographics To Social Media Usage<br />http://www.forrester.com/Groundswell/profile_tool.html<br />
    • 23. Determine Who You’re Going to Reach. <br />Select 1 to 3. <br />
    • 24. Step 5: What’s Your One Thing?<br />
    • 25. <ul><li>Your carefully crafted
    • 26. brochure copy
    • 27. filled with
    • 28. bullet points
    • 29. about
    • 30. product
    • 31. features and
    • 32. benefits
    • 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.
    • 35. It’s Not About Ketchup.<br />It’s About Where Ketchup Comes From.<br />
    • 36. It’s Not About Scissors.<br />It’s About How You Use Them.<br />
    • 37. Brand Anthropology<br /><ul><li> Don’t Think – Listen and Observe
    • 38. Ask Your Customers
    • 39. Ask Your Agency</li></li></ul><li>Step 6: How Will You Be Human?<br />
    • 40. It’s About People, Not Logos<br />
    • 41. Sometimes It’s Better If the Employees Are the Star<br />
    • 42.
    • 43. Is it About Shoes, Or About People? <br />
    • 44. Step 7: Identify Success<br />
    • 45. Know What Success Looks Like Before You Start<br />
    • 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. 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. 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. Ultimately, Are you Making Or Saving More Money Than You Did Before You Got Involved?<br />
    • 50. Now You Can focus on the Tools<br />Go Ahead, It’s Okay<br />
    • 51. www.theconversationprism.com<br />
    • 52. Create social media outposts to interact with customers, prospects, &amp; prospective employees<br />
    • 53. Are You Ready to Turn the Key?<br />
    • 54. JASON BAER <br />Convince and Convert <br />Blog: www.convinceandconvert.com<br />Twitter: @jaybaer<br />

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