Your SlideShare is downloading. ×
0
Social Media Strategy<br />Justin Kistner<br />Sr. Manager Social Media Marketing<br />Webtrends<br />
What is social media?<br />
What is social media?<br />MAYBE<br />NO<br />YES<br />Social networks<br />Blogs<br />Wikis<br />Forums<br />Micromedia<b...
Print
Radio
TV
Online content without social features</li></li></ul><li>
What is social media?<br />In the future, we won’t call it social media—We’ll just call it communication.<br />
What is social media?<br />“We don’t really think of social media as a marketing channel; that would be kind of like askin...
Why do businesses care?<br />
Why do businesses care?<br />Reputation<br />
Why do businesses care?<br />Reputation<br />Customer Service<br />
Why do businesses care?<br />Reputation<br />Customer Service<br />Marketing<br />
Why do businesses care?<br />Reputation<br />Customer Service<br />Marketing<br />Collaboration<br />
What are the challenges?<br />
What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />
What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />
What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack o...
What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack o...
What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack o...
What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack o...
What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack o...
Resource considerations<br />
Resource considerations<br />“…the social media space is starting to look like just about every other industry that starts...
Resource considerations<br />Top social media personalities are using virtual assistants<br />To do their Facebook and Twi...
Resource considerations<br />Top social media personalities are using virtual assistants<br />To do their Facebook and Twi...
Resource considerations<br />You’ll need staff<br />
Resource considerations<br />Technology<br />
Resource considerations<br />Business Processes<br />
Top 100 brands<br />
Top 100 brands<br />11 channels<br />6 people<br />
Top 100 brands<br />11 channels<br />35 Twitter accounts<br />22+ people<br />
Top 100 brands<br />10 channels<br /> 6 yr. old community with 1.7 MM users<br />35 people<br />
Top 100 brands<br />9+ channels<br />1,400+ people<br />
Top 100 brands<br />Activity x Channels = Engagement<br />
Top 100 brands<br />Mavens<br />High activity, many channels<br />Butterflies<br />Low activity, many channels<br />Select...
Top 100 brands<br />Scaled up social media programs correlates to financial performance<br />
Some strategies<br />
Some strategies<br />Reputation management<br />Listen for your brand and respond<br />
Some strategies<br />Reputation management<br />Listen for your brand and respond<br />Rebreaking news<br />Curate news to...
Some strategies<br />Reputation management<br />Listen for your brand and respond<br />Rebreaking news<br />Curate news to...
Some strategies<br />Reputation management<br />Listen for your brand and respond<br />Rebreaking news<br />Curate news to...
Hot tips<br />
Hot tips<br />Social indexing power accounts<br />
Hot tips<br />Social indexing power accounts<br />Attend events to build online engagement<br />
Hot tips<br />Social indexing power accounts<br />Attend events to build online engagement<br />Get people with more statu...
Hot tips<br />Social indexing power accounts<br />Attend events to build online engagement<br />Get people with more statu...
Hot tips<br />Social indexing power accounts<br />Attend events to build online engagement<br />Get people with more statu...
The real opportunity<br />
Upcoming SlideShare
Loading in...5
×

Social Media Strategy

1,181

Published on

Approaching social media marketing strategies

Published in: Business, Technology
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,181
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
71
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide

Transcript of "Social Media Strategy"

  1. 1. Social Media Strategy<br />Justin Kistner<br />Sr. Manager Social Media Marketing<br />Webtrends<br />
  2. 2. What is social media?<br />
  3. 3. What is social media?<br />MAYBE<br />NO<br />YES<br />Social networks<br />Blogs<br />Wikis<br />Forums<br />Micromedia<br />Social indexing<br />Commenting<br />Media sharing sites<br /><ul><li>Sites with social features
  4. 4. Print
  5. 5. Radio
  6. 6. TV
  7. 7. Online content without social features</li></li></ul><li>
  8. 8. What is social media?<br />In the future, we won’t call it social media—We’ll just call it communication.<br />
  9. 9. What is social media?<br />“We don’t really think of social media as a marketing channel; that would be kind of like asking about ROI on answering phones.”<br />
  10. 10. Why do businesses care?<br />
  11. 11. Why do businesses care?<br />Reputation<br />
  12. 12. Why do businesses care?<br />Reputation<br />Customer Service<br />
  13. 13. Why do businesses care?<br />Reputation<br />Customer Service<br />Marketing<br />
  14. 14. Why do businesses care?<br />Reputation<br />Customer Service<br />Marketing<br />Collaboration<br />
  15. 15. What are the challenges?<br />
  16. 16. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />
  17. 17. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />
  18. 18. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack of benchmarks<br />
  19. 19. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack of benchmarks<br />Lack of staff<br />
  20. 20. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack of benchmarks<br />Lack of staff<br />Inability to specify infrastructure<br />
  21. 21. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack of benchmarks<br />Lack of staff<br />Inability to specify infrastructure<br />Inability to train staff<br />
  22. 22. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack of benchmarks<br />Lack of staff<br />Inability to specify infrastructure<br />Inability to train staff<br />No business processes<br />
  23. 23. Resource considerations<br />
  24. 24. Resource considerations<br />“…the social media space is starting to look like just about every other industry that starts to get mainstream. Social media is often the premise built on 1:1 relationships, and even with technology, that clearly doesn’t scale…”<br />Jeremiah Owyang<br />Former Forrester Analyst<br />Social Media<br />
  25. 25. Resource considerations<br />Top social media personalities are using virtual assistants<br />To do their Facebook and Twitter follows and replies.<br />To review emails, sort them, and sometimes responds on their behalf.<br />
  26. 26. Resource considerations<br />Top social media personalities are using virtual assistants<br />To do their Facebook and Twitter follows and replies.<br />To review emails, sort them, and sometimes responds on their behalf.<br />They’re also using ghost writers<br />Social media book authors outsource their content to ghost writers. It’s the headlining author’s name that drives book sales, in many cases they don’t actually write the content.<br />Many of the top celebrities or top social media names don’t even write their own blog posts and tweets, they outsource it to others.<br />
  27. 27. Resource considerations<br />You’ll need staff<br />
  28. 28. Resource considerations<br />Technology<br />
  29. 29. Resource considerations<br />Business Processes<br />
  30. 30. Top 100 brands<br />
  31. 31. Top 100 brands<br />11 channels<br />6 people<br />
  32. 32. Top 100 brands<br />11 channels<br />35 Twitter accounts<br />22+ people<br />
  33. 33. Top 100 brands<br />10 channels<br /> 6 yr. old community with 1.7 MM users<br />35 people<br />
  34. 34. Top 100 brands<br />9+ channels<br />1,400+ people<br />
  35. 35. Top 100 brands<br />Activity x Channels = Engagement<br />
  36. 36. Top 100 brands<br />Mavens<br />High activity, many channels<br />Butterflies<br />Low activity, many channels<br />Selectives<br />High activity, few channels<br />Wallflowers<br />Low activity, few channels<br />
  37. 37. Top 100 brands<br />Scaled up social media programs correlates to financial performance<br />
  38. 38. Some strategies<br />
  39. 39. Some strategies<br />Reputation management<br />Listen for your brand and respond<br />
  40. 40. Some strategies<br />Reputation management<br />Listen for your brand and respond<br />Rebreaking news<br />Curate news to build rep as a resource<br />
  41. 41. Some strategies<br />Reputation management<br />Listen for your brand and respond<br />Rebreaking news<br />Curate news to build rep as a resource<br />Attention attachment<br />Look for hooks in popular news, identify trends, etc.<br />
  42. 42. Some strategies<br />Reputation management<br />Listen for your brand and respond<br />Rebreaking news<br />Curate news to build rep as a resource<br />Attention attachment<br />Look for hooks in popular news, identify trends, etc.<br />Thought leadership<br />Once you’ve built your popularity, you’re ready to lead conversation<br />
  43. 43. Hot tips<br />
  44. 44. Hot tips<br />Social indexing power accounts<br />
  45. 45. Hot tips<br />Social indexing power accounts<br />Attend events to build online engagement<br />
  46. 46. Hot tips<br />Social indexing power accounts<br />Attend events to build online engagement<br />Get people with more status than you to say your name and good things about you<br />
  47. 47. Hot tips<br />Social indexing power accounts<br />Attend events to build online engagement<br />Get people with more status than you to say your name and good things about you<br />Interviews<br />
  48. 48. Hot tips<br />Social indexing power accounts<br />Attend events to build online engagement<br />Get people with more status than you to say your name and good things about you<br />Interviews<br />Get on Twitter!!!!!!!1<br />
  49. 49. The real opportunity<br />
  50. 50. The real opportunity<br />We’re connecting faster than we can mature<br />
  51. 51. The real opportunity<br />Develop your social skills<br />
  52. 52. Questions?<br />Justin Kistner<br />@justinkistner on Twitter<br />http://blogs.webtrends.com/<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×