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Social Media Strategy

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    Social Media Strategy - Presentation Transcript

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

    + Justin KistnerJustin Kistner, 1 month ago

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    Approaching social media marketing strategies

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