Developing a Social Media Strategy in 7 Steps

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Notes on slide 1

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

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

A major part of convincing clients that social media works is by measuring success

A major part of convincing clients that social media works is by measuring success

Questions to ask

A major part of convincing clients that social media works is by measuring success

A major part of convincing clients that social media works is by measuring success

A major part of convincing clients that social media works is by measuring success

A major part of convincing clients that social media works is by measuring success

Questions to ask

Questions to ask

246 Favorites & 5 Groups

Developing a Social Media Strategy in 7 Steps - Presentation 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. Map Demographics To Social Media Usage
    http://www.forrester.com/Groundswell/profile_tool.html
  22. Determine Who You’re Going to Reach.
    Select 1 to 3.
  23. 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…
  24. Social media Hinges on Passion
    Find Your One Thing And Build Around It
  25. It’s Not About Ketchup.
    It’s About Where Ketchup Comes From.
  26. It’s Not About Scissors.
    It’s About How You Use Them.
  27. Brand Anthropology
    • Don’t Think – Listen and Observe
    • Ask Your Customers
    • Ask Your Agency
  28. Step 6: How Will You Be Human?
  29. It’s About People, Not Logos
  30. Sometimes It’s Better If the Employees Are the Star
  31. Is it About Shoes, Or About People?
  32. Step 7: Identify Success
  33. Know What Success Looks Like Before You Start
  34. If Point = Awareness
    Web Traffic
    Web Traffic Referrals
    Search Volume Trends
    Followers, Fans, Friends
    Social Mentions
    Share of Voice
  35. 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
  36. 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
  37. Ultimately, Are you Making Or Saving More Money Than You Did Before You Got Involved?
  38. Now You Can focus on the Tools
    Go Ahead, It’s Okay
  39. www.theconversationprism.com
  40. Create social media outposts to interact with customers, prospects, & prospective employees
  41. Are You Ready to Turn the Key?
  42. JASON BAER
    Convince and Convert
    Blog: www.convinceandconvert.com
    Twitter: @jaybaer

+ Jason BaerJason Baer, 3 months ago

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