1. Social Media Strategy

2. Social media channels can be used
strategically to address business,
marketing and communication
challenges.

3. Communit
y
manageme
nt Support
Sales and and
lead customer
generation service
Strategic
Insights use of Reputation
manageme
and social nt
research
media
Advertising SEO
and
awareness
Communicat
ion and
outreach

4. Manage communities
•Create, lead and guide communities
•Use existing platforms like
www.facebook.com
•Or create your own www.ning.com

5. Improve customer service and
support.
Respond to customer queries in the
social space.

6. Manage online reputation by
responding to social mentions
(positive or negative) and owning
searches on your brand name.

7. Consider SEO - Social Media provides
additional assets to be optimised.

8. Social Media offers two-
waycommunication
It offers quick
responses and up to
date information.
e.g.
http://status.twitter.com

9. Social Media offers advertisers:
•Targeted adverts
•A platform where users spend a lot of
time
•Different options for small businesses
and large organisations

10. Facebook offers:
•ASUs (Ad Space Units) on a CPM (cost
per thousand impressions) or CPC (cost
per click) basis
•Or Facebook Engagement Ads which
are bought on a CPM basis with a
minimum spend threshold

11. Twitter offers:
•Promoted Tweets
•Promoted Trends
•Promoted Accounts
Advertising options start at $5 000 US
per month.
http://business.twitter.com/advertise/start.

12. YouTube offers:
•Promote Your Video (PYV)
•Brand channels
www.youtube.com/t/advertising_overview

13. Linkedin offers:
•Self service adverts
Selecting a target audience: job title,
job function, industry, geography, age,
gender, company name, company size,
or LinkedIn Group.
www.linkedin.com/advertising

14. Add a social layer to a commercial
experience to generate leads and
sales.
e.g. Levi’s Friends Store
http://store.levi.com/

16. Understand more about your market,
or your brand or product.
Use:
•ORM tools to track mentions and
sentiment
•Social network ad planners to give
you rich information about your market

17. Consider the risks and challenges
when creating a social media strategy.

18. What if no one cares?

19. Make sure you interact where your
customers are.
They should be happy to hear from you.

20. What if there are only unhappy
customers?

21. Use it as an opportunity to fix problem
areas.

22. What about the up keep?

23. Budget the time required to make the
strategy a success.

24. How do I measure the impact?

25. Start by measuring things that are easy
to measure. Watch out for case studies!

26. Planning is key

28. Considerconversations
•Around your brand, industry and
competitors
•Where do they take place?
•Who is doing most of the talking?

29. Ask:
•Where should your brand be?
•What groups already exist?
•Who are potential brand
ambassadors?

30. A Brand Ambassador is passionate
and positive about your brand.
He can’t stop talking about it.

31. e.g. The Coca-Cola Facebook Fan Page:
www.facebook.com/cocacola

33. Social Media objectives should be in line
with overall business strategy.

34. •What do you want to achieve?
•By when?
•How will you measure success?

35. Create an Action Plan and implement
it!

36. Don’t forget to track, analyse and
optimise.

37. Use:
•Web analytics
•URL shorteners
•ORM software
•Social media dashboards

38. Put guidelines in place. Build on
existing documentation: brand and
tone of voice guidelines, PR policies, etc.

39. Start with the Social Media Checklist

41. Create community guidelines. Set the
tone but keep them friendly.

42. Look at:
Flickr: (www.flickr.com/guidelines.gne)
YouTube:
(www.youtube.com/t/community_Guidelines)
The Guardian UK:
(www.guardian.co.uk/community-standards)

43. Create a conversation calendar

45. Use it to:
•Plan
•Report
•Maintain momentum!

46. What if several people interact on
behalf of the brand?
Create an escalation protocol

48. Include:
•Anticipated messages and standard
responses
•Escalation channels
•Contact details etc.

49. Remember there is market data
available to you, just take a little time
to find it!