Social Media Strategy

Social Media Strategy delving beyond the tools to understand, plan and measure how social media can enrich your organization’s engagement efforts Mark Smiciklas, MBA // DIG360.ca // IntersectionConsulting.com // twitter.com/Intersection1

Social Media Strategy less about the tools - more about the reasons behind their use

content

Start by listening and… understanding who to listen to and what to listen for

STEP ONE Discovery

Discovery Overview Social Capacity Target Audience Objectives Governance

Social Capacity Assess your ability to create content , maintain social tools and engage with your community

A few social capacity questions… Can you create relevant, meaningful content? How often can you publish content? How much time is your organization capable/willing to you invest in social media? Can you engage employees in the process?

Identify your primary & secondary target audiences as well as industry influencers

Customers, Employees, Prospects Vendors, Media, Bloggers, Industry Groups

Establish the information needs or buying questions of each audience

Some Audience Needs… product information pricing availability assurance education entertainment

Objectives Define measurable social media goals

Engagement Lead Generation/Sales Brand Awareness Education Industry/Thought Leadership Customer Service

Ideas in Action Social Media Goal Alignment Case Study Twitter stats Follow clients, prospects and relevant industry influencers; twitter search; Listorious 200 followers (+100%) Increase targeted Twitter followers Thought Leadership Feedburner; Google Analytics 1-2 blog posts per week; 1 LinkedIn answer per week; 1-2 blog comments per week 100 subscribers (new) Increase blog subscribers Thought Leadership Google Analytics Back link from facebook, twitter, flickr, youtube, LinkedIn 14k new visitors (+16%) Increase traffic to blog/website Awareness Google Analytics; internal tracking Blog link; FB link; FB ads; strategic tweets 200 form fills (+25%) Increase quote form submits Sales Measurement Mechanism Strategies, Tools & Tactics Target (4mos) Social Media Objective Business Goal

Governance social media rules of engagement

Policies Training Management

Resource http://socialmediagovernance.com/policies.php

STEP TWO Strategy

Strategy Overview Listening Content Blogging Social Tools

LISTENING What are people saying about your brand?

Use Listening Tools to Monitor Conversations

Use a RSS Reader to Aggregate Conversations

Ideas in Action “ A large consumer product company found out about a group of people who were brainstorming a way to solve a problem which was related to this company. Because this consumer product company has people working for it who actively participate in networks, and monitor the space, they found out about it. Someone identified this idea as a signal in a sea of noise—there are a lot of people who talk about this company daily, but this was different. The people who independently brainstormed this idea outside of the company's ecosystem are now talking to the people who work for the company about making the idea into a reality.” David Armano

Content Strategy content must be relevant and useful to your target audience (and aligned with the their information needs)

Ideas in Action MEC User Generated Video Content

Ideas in Action http://video.bigwarmup.com/ http://www.bigbostonwarmup.com/

Content Conundrum content creation can become a burden for many organizations because of a legacy of departmentalization

A social approach to content © David Armano darmano.typepad.com

Employees are your brand’s secret weapon - engage them in social media

Ideas in Action

The Blog your social media home base

Ideas in Action

Social Tools Which channels fit your strategy?

STEP THREE Implementation

Implementation create and optimize your social media channels (keep relevant keywords top of mind)

Best Practices the 90/10 rule

STEP FOUR Analytics

Analytics Best Practice Align analytics tools & data collection with your organization’s social media objectives

Resource Google Analytics: http://www.google.com/analytics/

Resource Social Mention: http://www.socialmention.com/

Resource Klout Twitter Analytics: http://klout.com/

Resource Bit.ly Click Tracking: http://bit.ly/

Analytics Best Practice Don’t rely exclusively on web 2.0 analytics – Mix in offline data sets to measure engagement (use customer research to compliment online analytics)

Image Credits
Discovery: http://www.flickr.com/photos/floridamemory/3304584490/
Target: http://www.flickr.com/photos/bogdansuditu/2377844553/
Strategy: http://www.flickr.com/photos/nestorgalina/3707322819/
Listen: http://www.flickr.com/photos/rossinabossio/204322010/
Social Approach: http:// darmano.typepad.com / ; http://www.flickr.com/photos/7855449@N02/3257579649/
4 Cs of Blogging: http://darmano.typepad.com/ ; http://www.flickr.com/photos/7855449@N02/2803813586/in/set-72157606844282993/
Social Media Icons: http://www.flickr.com/photos/28128116@N07/3919443293/
Brand as Broadcaster: http:// darmano.typepad.com / ; http://www.flickr.com/photos/7855449@N02/2781281780/
Brand as Facilitator: http://darmano.typepad.com/ ; http://www.flickr.com/photos/7855449@N02/2781278148/

Thank You! Mark Smiciklas, MBA // DIG360.ca // IntersectionConsulting.com // twitter.com/Intersection1

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Social Media Strategy

by Mark Smiciklas on Nov 30, 2009

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Social Media Strategy — Presentation Transcript