Developing a social media planPresentation Transcript
January 8, 2009 How to Get Started Building a Social Media Plan
What is social media?
Online destinations where individuals can share information in a variety of formats (text, audio, video) and engage in two-way dialogues around topics of common interest.
Social Media is an Evolution in Marketing
Marketing Has Evolved
Broadcast – Garner Attention
Conversation – Garner involvement
Traditional Marketing Social Media Marketing
Social media is not a fad.
It’s a fundamental shift in the way we communicate.
The jury is in on the use of social media
Enhance brand credibility
Build reputation as a thought leader
Build SEO ranking
Offer an unprecedented opportunity to engage with prospects and customers
Benefits of Social Media
The Knowledge Factor
43% Lack of knowledge, expertise 53% Lack of internal resources/time
How Social Media Works
The Case for Social Media? PROFIT RELATIONSHIPS EXPOSURE GROWTH
January 8, 2009 What Social Media Tools Should I Use?
Social Media Channels Social Networking Blogs MicroBlogs Social Bookmarking Forums Wikis Multimedia
Personal Publishing Channels
Purpose – Personal Publishing
Portray yourself as an expert
Be seen as a useful source of information (not just selling products/services)
Give satisfied customers a voice
Promote your business
Awareness building for published content
Social Networking Channels
Purpose – Social Networking
Create a community of interested prospects and customers
Move this community to an economic action over time
Largest social networking site in the world Networking tool to find connections for employees, industry experts, partners, etc Social networking for creative types
Discussion Space Channels
Give current and prospective customers a place to discuss your company, products and services
Provide a resource for customers to help one another
Defining new products, concepts, etc
Sharing relevant content
Get involved with trade industries
Micro-Messaging and Chat Channels
Provide quick updates about dynamic processes to a specific group of people
Chat and Micro-Messaging Using SMS (portable device text messaging) or Instant Messaging to get across quick and instant ideas
January 8, 2009 A Social Media Methodology
Go where people are online
Don’t try to create your own group and drag people there
For example, use LinkedIn group rather than create a new Facebook group
1. Define Objectives & Social Media Goals Business Objectives Social Media Marketing Goals Brand Building Generate awareness and drive traffic to website Establish market and thought leadership Increase education Acquire new customers Increase leads Introduce new products and services Drive trial Retain current customers Customer Loyalty through Brand Promotions (eg. coupons, contests) Market Research Gain intelligence, form/change opinion Improve current products and services Provide customer service
2. Who is your Audience?
Industry / Region
Info gathering process
Industry / Region
Info gathering process
3. Who are the Other Constituents?
If you’re going to spend time crafting unique content, share it with the right people
4. Where are They Online?
Which parts of your audience and stakeholders spend time on social media?
Conduct a survey if you don't know.
Find out which social media sites they use now and how often (daily, weekly, or less often).
5. What does the Social Landscape Look Like?
Initiatives / Content
6. What Resources do you Have Available?
Content Assets and Marketing Tools
7. Build a Framework Business Objectives Social Media Goal Content Initiative Social Media Channel Brand Building Generate Awareness & Drive traffic to website Promotional Announcements Produce Viral Media Media Relations Social Bookmarking Blog YouTube Third-party reviews Social Bookmarking sites Establish market and thought leadership Increase education How-To Videos Educational Blog Podcast Webinar Whitepapers Powerpoints Case Study Industry-focused Blog Share 3 rd party Content Video testimonials Case Studies YouTube Blog Website Website Website Slideshare Website Blog Social Bookmarking YouTube Website
7. Build a Framework Business Objectives Social Media Goal Content Initiative Social Media Channel Acquire new customers Increase leads Community contest / discount Various Introduce new products and services Drive Trial User contest Product Videos Product Photos Various YouTube Flickr Retain current customers Customer Loyalty through Brand Promotions (eg. coupons, contests) Third-party reviews Case Study Forums Website Market Research Gain intelligence, form/change opinion Improve current products and services Provide customer service Service Blog Social Networking Blog Social Networking
8. Clarify the Plan
a. Define Nucleus
Nucleus = website or blog
Southwest airlines : blog as nucleus www.blogsouthwest.com