Social Media Strategy
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Social Media Strategy

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Approaching social media marketing strategies

Approaching social media marketing strategies

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Social Media Strategy Social Media Strategy Presentation Transcript

  • Social Media Strategy
    Justin Kistner
    Sr. Manager Social Media Marketing
    Webtrends
  • What is social media?
  • 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
  • What is social media?
    In the future, we won’t call it social media—We’ll just call it communication.
  • 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.”
  • Why do businesses care?
  • Why do businesses care?
    Reputation
  • Why do businesses care?
    Reputation
    Customer Service
  • Why do businesses care?
    Reputation
    Customer Service
    Marketing
  • Why do businesses care?
    Reputation
    Customer Service
    Marketing
    Collaboration
  • What are the challenges?
  • What are the challenges?
    Unsure of what investment to make and how to measure ROI
  • What are the challenges?
    Unsure of what investment to make and how to measure ROI
    Lack of experience
  • What are the challenges?
    Unsure of what investment to make and how to measure ROI
    Lack of experience
    Lack of benchmarks
  • What are the challenges?
    Unsure of what investment to make and how to measure ROI
    Lack of experience
    Lack of benchmarks
    Lack of staff
  • 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
  • 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
  • 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
  • Resource considerations
  • 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
  • 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.
  • 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.
  • Resource considerations
    You’ll need staff
  • Resource considerations
    Technology
  • Resource considerations
    Business Processes
  • Top 100 brands
  • Top 100 brands
    11 channels
    6 people
  • Top 100 brands
    11 channels
    35 Twitter accounts
    22+ people
  • Top 100 brands
    10 channels
    6 yr. old community with 1.7 MM users
    35 people
  • Top 100 brands
    9+ channels
    1,400+ people
  • Top 100 brands
    Activity x Channels = Engagement
  • Top 100 brands
    Mavens
    High activity, many channels
    Butterflies
    Low activity, many channels
    Selectives
    High activity, few channels
    Wallflowers
    Low activity, few channels
  • Top 100 brands
    Scaled up social media programs correlates to financial performance
  • Some strategies
  • Some strategies
    Reputation management
    Listen for your brand and respond
  • Some strategies
    Reputation management
    Listen for your brand and respond
    Rebreaking news
    Curate news to build rep as a resource
  • 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.
  • 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
  • Hot tips
  • Hot tips
    Social indexing power accounts
  • Hot tips
    Social indexing power accounts
    Attend events to build online engagement
  • 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
  • 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
  • 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
  • The real opportunity
  • The real opportunity
    We’re connecting faster than we can mature
  • The real opportunity
    Develop your social skills
  • Questions?
    Justin Kistner
    @justinkistner on Twitter
    http://blogs.webtrends.com/