Social Media Strategy For Businesses

Inner Circle
Listen | Learn | Launch
Communities
Social Media strategy

What is Social Media Anyway?
From Wikipedia, the free encyclopedia: At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

Web 1.0
Web 2.0

Web 2.0
Web 1.0 - What Can Happen

Web 2.0
Web 1.0

Web 2.0
Web 1.0 - What Can Happen

1) Social Ecosystem Map
Where are your customers gathering to have conversations?

1. LISTEN

1. Listen

2. LEARN

2. Learn: What do your customers need?
What customer types exist?
What are they looking for?
Where do they go?
How do they like to interact?
How much time do they have?
How willing are they to share openly?
Do they want exposure?
Do they want to shape the industry or influence the next generation?

3. LAUNCH

Your Social Media Launch Plan
Business Goals
Customer Needs
Engagement Plan
Success Metrics

Business Goal
Boil it down to one sentence that gets to the core
Increase Brand Awareness , Personalize Your Brand
Collaborate with Customers , Gain Insight , Co-create Products
Decrease Cost of Customer Service
Optimize Site, Better Search Results, More Traffic
Establish Yourself as a Thought Leader, Educate Customers
Increase Sales

Customer Needs
What customer types exist?
What are they looking for?
Where do they go?
How do they like to interact?
How much time do they have?
How willing are they to share openly?
Do they want exposure?
Do they want to shape the industry or influence the next generation?

Engagement Plan
What will you publish?
Where will you publish?
How often will you publish?
Balance (content, events, 1:1, outreach)
Integrate with traditional channels

Success Metrics
Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative.
# fans, # followers, # friends
# of comments
# of participants on thread
# posts
# of embeds
# back links
# page loads
# downloads
Response time
Issues resolved
Depth of thread
Traffic increase to site
Diggs
Stumbles
Subscriptions

Your Social Media Launch Plan
Business Goals
Customer Needs
Engagement Plan
Success Metrics

Takeaways
Listen first
Be respectful, human, considerate and passionate
What is in it for your customer? If nothing, don’t bother.
Community before commerce
It is a cocktail party not a lecture
Tolerate criticism
Encourage personalities
People congregate around relevance and value

Do you feel socially fatigued?
Bring it back to the basics
Listen | Learn | Launch

1. LISTEN

2. LEARN

3. LAUNCH

Inner Circle
Communities
Lauren DeLong
www.InnerCircleCommunities.com
Private | Trusted | Relevant
207.752.7298
ldelong@InnerCircleCommunities.com

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Social Media Strategy For Businesses

by Lauren DeLong on Jun 25, 2009

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