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Social Media Strategy
 

Social Media Strategy

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Social media is on the lips of virtually every business owner and marketer today – the problem is that because it's low cost, too many businesses jump in without knowing what they're looking to ...

Social media is on the lips of virtually every business owner and marketer today – the problem is that because it's low cost, too many businesses jump in without knowing what they're looking to achieve. This presentation, delivered at Event Solutions 2010, will give you the tools you need to craft an effective social media strategy.

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  • <br />
  • introduce <br /> in the next 60-70 mins <br /> not a &#x2018;social media 101&#x2019; <br /> assuming that everyone knows what social media is and is either currently participating or seriously thinking about it <br /> events vs businesses (my focus was on businesses) <br />
  • if you have a kink in your chain, social media can expose it fast and loud <br />
  • Motrin found this out the hard way <br /> not understanding their target market <br /> any mom&#x2019;s in the audience who wore a baby sling / what did you think <br /> meant it to be tongue in cheek <br /> came off as condiscending <br /> barrage of tweets, mommy blogger posts, you tube video follow ups <br />
  • thousands of tweets (I will never buy again), youtube responses, mommy blogger outrage <br /> google search - their #fail appears in 1st page results <br /> google search - motrin moms and it&#x2019;s all bad news <br /> RESULTS: Brought down site - Sent letter of apology through Mommy bloggers <br /> ISSUE: Not understanding your customer / A crack in your foundation is easily exposed through SM <br />
  • <br />
  • how successful are you - I think we&#x2019;re doing pretty good <br /> we have 250 followers you know <br /> <br />
  • global economic downturn <br /> Wallets have gotten smaller <br /> Many businesses shifted from spending through traditional channels to &#x2018;not spending&#x2019; through social media channels <br />
  • every mag, newspaper, etc telling you how powerful social media is <br /> heard so many fantastic stories about social media business success <br /> Comcast&#x2019;s success with Twitter, Blendtec&#x2019;s amazing results with Youtube, Cokes millions of fans on Facebook <br /> business that have moved from obscurity to infamy, from hated to admired <br />
  • BUILD IT AND THEY WILL COME <br /> Small business adoption of SM (fewer than 100 customers) doubles from 2008 to 2009 <br /> climbed to 24%, up from 12% in the previous year <br /> Over one-quarter (26%) of social media users, however, say it has fallen short of expectations. <br /> One-half (50%) of small business social media users say it has used up more time than expected. <br /> Some 17% say social media has resulted in allowing people to criticize their business. <br /> MORE PEOPLE THAT JUMP INTO SOCIAL MEDIA = THE MORE NEED TO STAND OUT!! <br /> <br />
  • 1. time, money, resource waster <br /> 2. hurt reputation <br /> 3. lose customers (annoy, shun) <br /> 4. lost prospective customers (to name a few) <br /> But there is a solution <br />
  • hard work <br /> takes time <br /> just like losing weight - drives me nuts. How do I lose weight. It&#x2019;s a process - exercise & eat well. But no one wants to do it. They want the silver bullet. <br /> <br />
  • unlike traditional media, the company with the biggest pocket book doesn&#x2019;t win <br /> you can&#x2019;t buy your way to fame in social media <br /> best & most relevant ideas win <br />
  • huge advocate of social media <br /> didn&#x2019;t always used to be <br /> used to be one of those guys <br /> recognized the benefits <br /> fundamental shift in communications <br /> <br />
  • millions of us using it <br /> we&#x2019;re talking about what we like, what we hate <br /> with friend & family <br /> but also a new breed of connections <br /> <br />
  • Peer recommendations top the list, trusted by 9 out of 10 consumers <br /> A: Who&#x2019;s heard of tripadvisor (honeymoon) <br />
  • not just talking about major news (Haitian earthquakes, Hudson plane, Iran Election) <br /> what our friends are doing <br /> who & what they&#x2019;re following <br /> what they&#x2019;re talking about <br /> whole lot of people spreading buzz about brands and events <br />
  • providing a direct line of communication to the brands we know, love and hate <br /> with a smart phone or computer and a bit of passion <br /> share what we love and what we hate anywhere and anytime <br /> consumers are changing brands <br /> they&#x2019;re actually building relationships with the people behind the brands <br /> <br />
  • in fact, they may already be making the demands <br /> may already be creating hashtags <br /> may already be speaking about your business <br /> do you know what people are saying about you? <br /> <br />
  • <br />
  • 4 stages of the Social Media Strategy lifecycle <br /> internal - inward look at our organization before setting forth with a strategy (are we ready, framework = products/brands, customer, market) <br /> external - research / listening <br /> strategic - plan <br /> maint & meas - setting everything in motion & assessing if we&#x2019;re on track <br /> continuous wheel which shows that it&#x2019;s a never ending process <br />
  • 4 stages of the Social Media Strategy lifecycle <br /> internal - inward look at our organization before setting forth with a strategy (are we ready, framework = products/brands, customer, market) <br /> external - research / listening <br /> strategic - plan <br /> maint & meas - setting everything in motion & assessing if we&#x2019;re on track <br /> continuous wheel which shows that it&#x2019;s a never ending process <br />
  • <br />
  • 1. culture clash is one of the most common reasons for social media upstart failure <br /> 2. Emergence Marketing, around 60% of companies are not ready to engage with social media, let alone Twitter <br /> 3. 60-75% of companies are spying on their employee&#x2019;s use of the internet whilst at work <br /> 4. If you cannot trust your employees to do the right surfing, then how can you trust them to engage in social media on your behalf? <br /> <br />
  • Audience: Who here works in what you would consider a closed environment <br /> Audience: Which type of environment do you think social media works best within <br /> Audience: Why? <br /> 1. Get buy in from the top of org <br /> 2. Internal evangelist <br /> 3. Invest in training <br /> 4. Be realistic <br />
  • <br />
  • which brands / products will you focus on <br /> which are your rising stars, cash cows, dead ducks? <br /> which geographical territories do you want to operate your strategy within? <br /> who are the customers you&#x2019;re targeting? segments? goals? <br /> <br /> millions of people using SM / billions of conversations <br />
  • demographics are important (sex, age, income level, industry, marital status) <br /> focus on life stage, needs, wants, desires, beliefs, values -> this is how we connect online <br /> understand beliefs, <br /> be specific <br />
  • unaware - never heard of your brand <br /> unsure - heard of you but never taken action <br /> unfaithful - single interaction never come back again (one night stand) <br /> union - multiple times (satisfied - loyal customer) <br /> undying - totally loyal (evangelist) <br /> pick 2 adjacent <br />
  • unaware - never heard of your brand <br /> unsure - heard of you but never taken action <br /> unfaithful - single interaction never come back again (one night stand) <br /> union - multiple times (satisfied - loyal customer) <br /> undying - totally loyal (evangelist) <br /> pick 2 adjacent <br />
  • unaware - never heard of your brand <br /> unsure - heard of you but never taken action <br /> unfaithful - single interaction never come back again (one night stand) <br /> union - multiple times (satisfied - loyal customer) <br /> undying - totally loyal (evangelist) <br /> pick 2 adjacent <br />
  • unaware - never heard of your brand <br /> unsure - heard of you but never taken action <br /> unfaithful - single interaction never come back again (one night stand) <br /> union - multiple times (satisfied - loyal customer) <br /> undying - totally loyal (evangelist) <br /> pick 2 adjacent <br />
  • <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • billions of conversations <br /> filter through communications <br /> focus on those that are of most interest to our search <br /> KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs <br /> <br />
  • tonnes of tools (all I&#x2019;ve shown are free) <br /> paid tools such as Radian6 hundreds to thousands / month <br /> How Sociable - shows by social media site <br /> Omgili - searches forums & community sites <br /> BoardTracker - discussion boards <br /> <br />
  • schedule time every day to review <br /> don&#x2019;t have to read everything <br />
  • inactives <br /> spectators <br /> joiners <br /> collectors <br /> critics <br /> creators (forrester) <br /> PATTERNS <br />
  • <br />
  • <br />
  • Objectives - what are you looking to achieve <br /> Tactics - specific actions to help you achieve your objectives <br /> Success Measures - just how they sound <br /> Goals - specific, measurable, attainable, realistic and timely <br />
  • Objectives - what are you looking to achieve <br /> Tactics - specific actions to help you achieve your objectives <br /> Success Measures - just how they sound <br /> Goals - specific, measurable, attainable, realistic and timely <br /> quick & dirty - http://socialmedia.policytool.net/ <br />
  • Objectives - what are you looking to achieve <br /> Tactics - specific actions to help you achieve your objectives <br /> Success Measures - just how they sound <br /> Goals - specific, measurable, attainable, realistic and timely <br /> quick & dirty - http://socialmedia.policytool.net/ <br />
  • Objectives - what are you looking to achieve <br /> Tactics - specific actions to help you achieve your objectives <br /> Success Measures - just how they sound <br /> Goals - specific, measurable, attainable, realistic and timely <br /> quick & dirty - http://socialmedia.policytool.net/ <br />
  • Objectives - what are you looking to achieve <br /> Tactics - specific actions to help you achieve your objectives <br /> Success Measures - just how they sound <br /> Goals - specific, measurable, attainable, realistic and timely <br /> quick & dirty - http://socialmedia.policytool.net/ <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br /> Best Buy IdeaX <br />
  • 3 million unique visitors <br /> 100,000s of comments <br /> 460,000 votes <br /> More importantly they inspired evangelists <br /> <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • what do you want to achieve versus how specifically are you going to achieve it <br /> increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show <br />
  • Mark Gillard, advertising manager <br /> 1.&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0; Offered Free Oil Change Certificate through Twitter &#x2013; The coupon had a 7 day expiration date &#x2013; Used Hootsuite with a link to our website to access coupon (drove folks to our website) <br /> a.&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0; Within 20 minutes 180 people downloaded coupon <br /> b.&#xA0;&#xA0;&#xA0;&#xA0;&#xA0; Within 30 minutes I received a call from one of my store managers that a customer came in with the coupon and resulted in a $1,200 sale! <br /> c.&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0; After the seven day period I analyzed the sales (using a special sales code that I put on the coupon to track redemptions) <br /> &#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0; i.&#xA0;&#xA0;&#xA0;&#xA0;&#xA0; Out of the 180 downloaded, 102 people actually redeemed the offer and the average sale was $79.00. (that&#x2019;s $79 generated from a Free service! Indecently, I took the $1,200 sale out of that analysis as not to skew it) <br /> &#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0;&#xA0; ii.&#xA0;&#xA0;&#xA0;&#xA0;&#xA0; More important than the actual sales is the fact that 83% were first time customers to Sullivan! <br /> A woman tweeted that she hit a curb, got a flat and was stuck in Boston. She was in a panic because she was going to be late for a client meeting. &#xA0;I responded and asked her to DM her phone number. &#xA0;After finding out where she was, I sent one of our techs over from a nearby store, installed her spare and sent her on her way and she made the meeting on time. After her meeting she drove to our location had a new tire installed and she was on her way. She was so thrilled with the service that she still tweets about us and recommends us on a regular basis. She even sent a Twitpic photo of her tire being installed at our location. <br />
  • <br />
  • How often will you meet to monitor & modify the strategy <br /> How will you cope with success or failure? <br /> How will this be fed back into the business <br /> Does everyone understand review is to learn, not criticize? <br />
  • unlike other marketing tools, it&#x2019;s better to assess more frequently <br /> harness your learnings & recalibrate as needed <br />
  • nothing will make you more in touch with your community and your customers <br /> a successful company is customer-centric <br /> the idea is not to reinvent yourself, but to ensure you stay relevant & meaningful <br /> <br />
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Social Media Strategy Social Media Strategy Presentation Transcript

  • Get Smart about Social Media Build a Strategy from Scratch
  • tick tock let’s rock
  • Social Media doesn’t solve your business issues, It amplifies them.
  • Should I be using Youtube, Facebook or Twitter?
  • If you don’t know where you want to go, all roads will take you there
  • the temptation? the temptation?
  • the temptation?
  • Social media without a strategy is like pots & pans in the hands of a baby
  • money interviews planning relationships reassessing measuring value but strategy is a process time brainstorming resources listening conversations research connections
  • Why is this process necessary? You can’t buy fame in social media
  • But I’m not trying to scare you
  • Social media is changing the way we share, communicate & connect
  • it’s influencing what we buy
  • it’s influencing what we buy
  • It’s changing the way we stay in the know
  • It’s augmenting our branded experiences
  • As customers become more comfortable with these experiences, they will demand them from businesses. Event professionals need to be prepared for this transformation. ...that time is already here
  • So, let’s get smart about social media
  • strategy cycle
  • is your business ready for social media?
  • OPEN CLOSED closed open Horizontal Top-down Customer-centric Organization-centric Nimble Inflexible Integrated Siloed Transparent Need-to-know Generous Proprietary Quick to change Slow to change Value & Efficiency-focused Efficiency focused
  • Dept. Readiness Question Ready Almost Umm... Do we understand social media? Do we understand it’s a long-term priority? Sr. Are we prepared to contribute? Management Are we interested in incorporating learnings? Are we willing to provide necessary resources? Do we know who they should be hiring? Do we have training materials for employees? HR Have we developed policies / procedures? How will we address personnel issues? Are we ready to let go of control of our brand? Marketing & Are our other marketing channels ready? Sales Are we prepared for new ways of interacting? Do we know how SM will fit w/ existing CRM? R&D / Ops Are we ready to adopt learnings? Have we consulted on technology selections? Are we contributing to upgrading existing IT platforms? Have we thought through security concerns? Finance Are we ready to adopt learnings? Legal Affairs Have we identified legal issues?
  • create your framework
  • create your framework identify your focus: - brands / products - markets - customers
  • Think well beyond demographics. We connect based on shared interests. Know what holds your target’s interest.
  • what type of relationship do you have with your target? unaware unsure unfaithful union undying
  • what type of relationship do you have with your target? unaware unsure unfaithful union undying
  • millions of users
  • millions of users = billions of conversations about what they’re: visiting exp saying pla erie learning nni ncin ng ng ng writin feeli hati g mmending g g reco viewin ea hearing do trying tin in g g pla ying g ing tch buy in attending wa ing ad friending likin g re following
  • listening tools
  • listen target insights brand insights usage pain/gain competitors your brand tools topics tools brand mentions technographics emerging trends technographics sentiment communities needs / interests engagement/value keywords influencers frustrations brand mentions influencers sentiment keywords influencers
  • listen target insights brand insights usage pain/gain competitors your brand tools topics tools brand mentions technographics emerging trends technographics sentiment communities needs / interests engagement/value keywords influencers frustrations brand mentions influencers sentiment keywords influencers patterns learnings channels objectives benchmarking objectives tactics content creation content creation
  • the social media blueprint
  • the social media blueprint
  • the social media blueprint ‣ Potential Risks & Mitigation
  • the social media blueprint ‣ Potential Risks & Mitigation ‣ Timelines
  • the social media blueprint ‣ Potential Risks & Mitigation ‣ Timelines ‣ Channel Management (Communications, Resources, Process, Interactions with other marketing channels, Policies)
  • the social media blueprint ‣ Potential Risks & Mitigation ‣ Timelines ‣ Channel Management (Communications, Resources, Process, Interactions with other marketing channels, Policies) ‣ Budget
  • Objective: Increase Satisfaction
  • Objective: Increase Satisfaction Tactics & Channels
  • Objective: Increase Satisfaction Tactics & Channels Success Measures
  • Objective: Increase Satisfaction Tactics & Channels Success Measures Crowdsource with customers & prospects using custom-built microsite called MyStarbucksIdea and ask them what ideas & suggestions they have for us
  • Objective: Increase Satisfaction Tactics & Channels Success Measures Crowdsource with customers & Amount of good suggestions prospects using custom-built your company hadn’t thought of. microsite called MyStarbucksIdea and ask them what ideas & suggestions they have for us
  • Objective: Increase Satisfaction Tactics & Channels Success Measures Crowdsource with customers & Amount of good suggestions prospects using custom-built your company hadn’t thought of. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your suggestions they have for us company implements.
  • Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions prospects using custom-built your company hadn’t thought of. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your suggestions they have for us company implements.
  • Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your suggestions they have for us company implements.
  • Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your N amount of suggestions suggestions they have for us company implements. implemented.
  • Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your N amount of suggestions suggestions they have for us company implements. implemented. Potential Risk
  • Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your N amount of suggestions suggestions they have for us company implements. implemented. Potential Risk Criticism on current brand experiences
  • Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your N amount of suggestions suggestions they have for us company implements. implemented. Potential Risk Criticism on current brand experiences Mitigation
  • Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your N amount of suggestions suggestions they have for us company implements. implemented. Potential Risk Criticism on current brand experiences Mitigation Develop a negative feedback response process
  • Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your N amount of suggestions suggestions they have for us company implements. implemented. Potential Risk Criticism on current brand experiences Mitigation Develop a negative feedback response process (tone, recommendations, timeframe)
  • p of coffee t a free cu beans, ge B uy coffee Spla sh s ticks In 8 mos, they generated 60,000 ideas... rd Starbuc ks VIP ca Bring b ack the Yukon Blend Free c offee for Go ld Car d mem bers o n thei r birth Customized t-shirts day
  • Objective: Acquire prospects & convert to leads
  • Objective: Acquire prospects & convert to leads Tactics & Channels
  • Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures
  • Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Monitor keywords (i.e. “winter tires”) on Twitter to identify potential prospects and provide value.
  • Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Monitor keywords (i.e. “winter tires”) Amount of prospects found. on Twitter to identify potential prospects and provide value.
  • Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Monitor keywords (i.e. “winter tires”) Amount of prospects found. on Twitter to identify potential prospects and provide value. Monthly sales attributed to Twitter.
  • Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Monitor keywords (i.e. “winter tires”) Amount of prospects found. on Twitter to identify potential prospects and provide value. Monthly sales attributed to Twitter. New customers attributed to Twitter.
  • Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. on Twitter to identify potential prospects and provide value. Monthly sales attributed to Twitter. New customers attributed to Twitter.
  • Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales. on Twitter to identify potential prospects and provide value. Monthly sales attributed to Twitter. New customers attributed to Twitter.
  • Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales. on Twitter to identify potential prospects and provide value. Monthly sales attributed to $N sales attributed to Twitter. Twitter. New customers attributed to Twitter.
  • Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales. on Twitter to identify potential prospects and provide value. Monthly sales attributed to $N sales attributed to Twitter. Twitter. New customers attributed to Twitter. Potential Risk
  • Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales. on Twitter to identify potential prospects and provide value. Monthly sales attributed to $N sales attributed to Twitter. Twitter. New customers attributed to Twitter. Potential Risk Prospects feeling like we’re selling to them without their permission
  • Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales. on Twitter to identify potential prospects and provide value. Monthly sales attributed to $N sales attributed to Twitter. Twitter. New customers attributed to Twitter. Potential Risk Prospects feeling like we’re selling to them without their permission Mitigation
  • Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales. on Twitter to identify potential prospects and provide value. Monthly sales attributed to $N sales attributed to Twitter. Twitter. New customers attributed to Twitter. Potential Risk Prospects feeling like we’re selling to them without their permission Mitigation Train brand spokesperson to add value first, sell second.
  • They regularly solve problems to create leads
  • Identify your systems for review
  • Harness your learnings
  • Evolve
  • Do you feel smarter about social media?
  • don’t just be online be remarkable
  • don’t just be online be relevant
  • don’t just be online be meaningful
  • don’t just be online be strategic
  • don’t just be online be smart
  • don’t just be online be noticed
  • tweet me, email me or (ahem) phone me... www.ready2spark.prfessor.com e. lara@ready2spark.com twitter. @ready2spark | @eventprofs blog. www.ready2spark.com
  • image credits Page 1 - B Rosen Page 2 - zoutedrop Page 3, 23, 48-53 - visual.dichotomy Page 4 - Motrin video via Youtube Page 5 - Cartoon via Noise to Signal Page 7 - JustTooLazy Page 8 - am4ndas Page 9 - eschipul Page 11 - seventime Page 13 - Christian Haugen Page 14 - Capture Queen ™ Page 15 - soylentgreen23 Page 17 - stylianosm Page 18 - mockstar Page 24 --dreamglow pumpkincat210 Page 26 - Leonski Page 44 - Holger Zscheyge Page 45 - meddygarnet Page 46 - kevindooley