SOCIAL
MEDIA
Strategy and Framework
OCTOBER 2009

What is Social Media
A blanket term that defines the various
activities that integrate technology and
human communication through the
construction of words, video and
images.

Primary Tenets
1. Authenticity
2. Transparency
3. Conversation
4. Value

It is NOT About
1. SPAM
2. Hard Selling
3. “Spray & Pray”
4. Sharing what you ate for breakfast
(unless, of course, you’re a food critic)

Why is it important?
1. By 2010 Gen Y will outnumber Baby Boomers….
96% of them have joined a social network
2. Years to Reach 50 millions Users: Radio (38
Years), TV (13 Years), Internet (4 Years), iPod (3
Years)…Facebook added 100 million users in less
than 9 months…iPhone applications hit 1 billion in
9 months.
3. % of companies using LinkedIn as a primary tool to
find employees….80%
4. The fastest growing segment on Facebook is 55-65
year-old females

5. 80% of Twitter usage is outside of Twitter…people
update anywhere, anytime…imagine what that
means for bad customer experiences?
6. 34% of bloggers post opinions about products &
brands - There are over 200,000,000 Blogs
7. Facebook USERS translated the site from English to
Spanish via a Wiki in less than 4 weeks and cost
Facebook $0
Sources
1. Grunwald Associates National Study – Info highlighted on Trendsspotting Blog
2. First Stats: United Nations Cyberschoolbus Document Facebook Stat: Mashable iPhone Stat: Apple
3. Jobvite Social Recruitment Survey
4. Inside Facebook Blog
5. Attempting to relocate
6. Universal McCannʼs Social Media Research Wave 3, China Internet Information Center, Technorati, Wikipedia
7. TechCrunch

Common goals of a
social media campaign
1. Brand Awareness
2. Brand Loyalty
3. Customer Service
4. Market Research
5. Competitive Intelligence

There are 8 steps to a
social media strategy
1. Set Goals
2. Listen
3. Join
4. Create
5. Share
6. Interact
7. Measure
8. Refine

Set Goals
whowhatwherewhenwhy

Listen
The most popular tools may not be the
right fit for your business. Listen to your
audience and set up shop where they
hang out.

Join
Create accounts in the areas that best fit
your goals. Think quality not quantity.

Create
What kind of content do you create
when everything you do is a reflection
of your brand?

Share
Become your friends’ best advocate.
Help to promote their content but be
sincere. Everyone can smell a rat.

Interact
Talk to your network. Have a
conversation. This is about building
relationships and reinforcing a brand.

Measure
Pull out your goals and measure your
success. Which tools are working, need
to be tweaked, and which need to be
removed.

Digital Communication
Facebook
Customers
Twitter
YouTube
Your Team
Influencers
Blog
Flickr
Email Prospects
Other
Website

Follow. Friend. Call.
Follow, friend or call us for more information about how to create an effective
campaign for your company.
King Design is a full-service creative agency. We help build strong brands
through smart, high-quality web design, print design, brand identity, interactive
and promotional marketing services.
Call: 215.884.2400
Email: socialmedia@kingdesignllc.com
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