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Avatar Media - Creating a Social Media Strategy

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Every business needs to take a strategic approach to incorporating social media into their marketing plan. Do you have a Twitter feed and a Facebook page, but you're not quite sure what to do with ...

Every business needs to take a strategic approach to incorporating social media into their marketing plan. Do you have a Twitter feed and a Facebook page, but you're not quite sure what to do with them, or how to measure your results? Sean Macready will teach you strategies and tactics to help you create a successful social media campaign using simple tools and techniques that are credible and measurable.

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    Avatar Media - Creating a Social Media Strategy Avatar Media - Creating a Social Media Strategy Presentation Transcript

    • Creating a Social Media Marketing Strategy
      ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
    • By 2010 it is predicted that there will be more than 4 billion mobile phone subscribers globally.
    • 67% of all internet users engage in Social Media.
    • Global Social Media Use
      • 82.9% watch online video
      • 72.8% Read blogs
      • 63.2% Visit photo sharing sites
      • 57.3% Use social networks
      • 54.8% Have commented on blogs
      • 52.2% Uploaded photos
      • 45.2% Download podcasts
      • 33.7% Use RSS
    • Social Media Platforms
      • Blogging
      • Micro-Blogging
      • RSS
      • Widgets
      • Networks
      • Chat
      • Forums
      • Podcasting
      • Video
      • Imagery
    • How do you develop a Social Media strategy for your organization?
    • Use Social Media to…
      • Listen
      • Ask questions
      • Extend your contacts
      • Drive your existing contacts
      • Sell your products/services
    • Use a Social Media Planning Guide for your individual needs and goals…
    • General Strategy
      • Listening
      • Defining goals
      • Tracking success
      • Content strategy
      • Creating platforms
      • Engaging with your community
    • ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
      Step 1:LISTEN
    • Listen
      Investigate what people are saying online about your brand, your competitors and your areas of expertise. This will help you to identify your key audience and how they behave online.
    • Listen
      What are people saying about your brand?
      What are other organizations doing?
      What can you learn from them?
      What are they saying?
      Is there a gap in the market?
    • Listen
      There are many free tools you
      can use to get started:
      News Alerts: Google Alerts
      RSS Feeds: Advanced searches
      Feed Readers: Feedly
      Influence Ranker: Technorati
      Twitter Monitor: Hootsuite
    • Identify who is talking, what
      they are saying and where they
      are saying it to inform your
      Social Media goals.
    • ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
      Step 2:DEFINE GOALS
    • Define Goals
      Without clear direction,
      Social Media can pull you in
      all directions. Clear goals
      and expectations can help
      avoid:
      Wasted time
      Wasted effort
      Backlash
      Social Media fatigue
      Missed opportunities
    • Define Goals
      What counts as success?
      More sales
      Reduction in customer service costs
      Improved reputation
      Client leads
      Greater awareness
      Trustworthiness
      Online buzz
    • Define Goals
      Try to distill your Social
      Media mission to one sentence.
      “Humanize the Ford brand and
      put consumers in touch with
      Ford employees.”
      -Scott Monty, Ford Motor Co.
    • ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
      Step 3:TRACK YOUR SUCCESS
    • Tracking Success
      Choose one of the following
      three KPIs. While they all
      impact each other, one must
      rule!
      Awareness = Change brand perception
      Sales = Acquire customers
      Loyalty = Nurture existing users
    • Tracking Success
      Success in Social Media can be
      measured in many ways. Define
      which are important to your
      goals at each stage.
    • Tracking Success
      Blog posts
      Reader comments
      Twitter mentions
      Twitter followers
      Facebook fans
      Back links
      RSS subscribers
      Google trends
      Search results
      Inbound traffic
      Clickthroughs
      Video views
      Channel subscribers
      Tags
      Diggs
      Stumbles
    • Tracking Success
    • Tracking Success
      To measure effectively, you’ll
      need to give your Social Media
      strategy time. Make sure your
      tracking is set up to inform
      your goals.
    • ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
      Step 4:CONTENT STRATEGY
    • Content Strategy
      Plan for content creation,
      delivery and governance.
      Sometimes without a plan,
      people run out of relevant and
      useful things to talk about.
    • Content Strategy
      Mark your calendar for important dates for your business throughout the year.
      Integrate your traditional marketing plan with your online content plan.
      When is your next big promotion? Do you have any special codes for Facebook fans or Twitter followers?
    • Content Strategy
      It’s not rocket science, but
      having a content plan in place
      can be an excellent means for
      sustaining momentum.
    • Content Strategy
      Content curation is the
      process of reviewing and
      filtering articles and blog
      posts from across the web.
      It is NOT stealing other
      people’s blog posts and
      placing them on your site.
    • Content Strategy
      Content curation allows you
      to:
      Easily do “recaps”
      Promote insightful gems
      Stay in the know
      Get your voice out quickly
      Share the love
    • Content Strategy
      3 great Content Curation Tools:
      Cadmus
      PostRank
      Yahoo Pipes
    • ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
      Step 5:CREATING PLATFORMS
    • Optimized Platforms
      Use your initial research to
      decide which Social Media
      platforms you should use to
      start engaging.
    • Optimized Platforms
      A company blog is beneficial
      for almost any business
      because it will:
      Give your business a human face
      Build trust
      Encourage interaction through comments
      Improve search ranking
    • Optimized Platforms
      Platforms such as Facebook and
      Twitter can be customized to give
      your audience the best possible
      experience.
      Ensure your brand name is protected across networks
      Complete full profile using target keywords
      Include link to your website
      Customize backgrounds, design and avatars
      Display links to all active profiles on your website
    • Optimized Platforms
      There is no point putting all
      of this work into platforms if
      your audience doesn’t know
      about them or want to use
      them.
    • ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
      Step 6:ENGAGE YOUR COMMUNITY
    • Engage
      The building blocks of Social
      Media:
      Responsibility
      Transparency
      Listening
      Honesty
      Rapid response
      Relationships
    • Engage
      Link to relevant blogs, photos, videos, podcasts, etc…
      Provide your customers with insight, previews, discounts, customer support and VALUE.
      Respond to comments
      Ask questions
      Get to know your audience
      Don’t spam with company information. 1:4 rule
    • Engage
      1:4 Rule
      For every four posts you make
      to help others, you can write
      one self promotion.
    • Engage
      Social Media is about conversations, relationships and trust. It’s not about selling your product or service. If you are effectively building relationships, the sales will take care of themselves. People are more likely to buy from people that they know, like and trust.
    • Social Media Strategy Guide
      Branding, Planning and Personalization
    • Introduction
      This guide was created to help you build your Social Media strategy. In a few simple steps, you can identify your branding and target markets, set goals and plan your entire strategy. Have fun with it and remember that this is a living document, changing as necessary.
    • Social Media Strategy
      The new model of business is based around the idea of authenticity. Social Media is about conversations, relationships and trust. It’s not about selling your product or service. If you are effectively building relationships, the sales will take care of themselves. People are more likely to buy from people that they know, like and trust.
    • The Three C’s
      What is your content? In what context do your customers want to see it? How will you remain consistent? Short answers are welcome!
      • Content:
      • Context:
      • Consistency:
    • Attitude
      Write down who you are and what you want to accomplish:
    • Approach
      Write down how you want to accomplish what you wrote on the last page
    • Your Toolbox
      Which Social Media tools facilitate your chosen approach? Try to focus on 3
      • Blog (Wordpress)
      • Microblog (Tumblr)
      • Short Form (Twitter)
      • Grassroots (Facebook)
      • Vlog (YouTube)
      • Face to Face (Meetup)
      • Photoblog (Flickr)
      • Podcast (iTunes)
      • Virtual World (Second Life)
    • In 3 Words…
      What do your customers want?
      1.
      2.
      3.
    • In 3 Words…
      What do you want from your customers?
      1.
      2.
      3.
    • In 3 Words…
      What words do you want to be associated with?
      1.
      2.
      3.
    • In 3 Words…
      Describe your ideal customer
      1.
      2.
      3.
    • S.M.A.R.T.S Goals
      • Specific
      • Measurable
      • Achievable
      • Realistic
      • Timely
      • Sustainable
    • S.M.A.R.T.S Goals
      I want to:
      By doing:
      Within:
      And can commit:
      And will have (to help me):
      And will measure my progress by:
      And will re-evaluate my goal if:
    • Big-Picture Goals
      • Where do you want to be in 6 months?
      • Where do you want to be in 1 year?
      • Where do you want to be in 5 years?
    • Small-Picture Goals
      Thinking about your attitude and approach, what are 3 reasonable goals you would like to achieve with your Social Media strategy?
      1.
      2.
      3.
    • What Are You Marketing?
      • Yourself
      • Your Brand
      • Your Product
      • A series of Your Products
      • Your Service
    • Who Will Represent You?
      • Yourself
      • Internal Social Media Person
      • Internal Marketing Person
      • Internal Social Media Person
      • External Social Media Person
      Careful! The more degrees of separation there are, the more you need to be sure that person has your best interests at heart and can accurately represent you!
    • Website
      Check of the items you have addressed:
      • CMS
      • Service-Hosted
      • Self-Hosted
      • Blog
      • Content
      • Video
      • Photos
      • Analytics
      • Payment System
      • Keyword Research
      • Social Media Integration
      • Domain Name Purchased
      • Emergency Team
    • Blog
      • Clear, specific focus
      • Feedburner
      • Categories Established
      • Static Content
      • Contact Info
      • Sociable
      • Spam-Free
      • Comment Policy
      • Integration With Social Media
      Username:
      Password:
      Handler:
      ____________________________
      Additional User Accounts:
      -
      -
      Start Visits:
      Start Bounce Rate:
      Start Time on Site:
    • Twitter
      • Username easy to spell & remember
      • Complex password
      • Customized profile colors & background
      • Recognizable avatar
      • Specific location
      • Keyworded bio
      • Website linked
      • Use hashtags, @ replies, RT’s
      • Avoid auto-posts
      Username:
      Password:
      Handler:
      ____________________________
      Start Follower Count:
      Start Following Count:
      Start Ratio:
      Start Twitter Grader:
    • Facebook
      • Page Procured
      • Custom Landing FBML
      • Vanity URL
      • FB Specific Content
      • Optimized Avatar
      • Blog Integration
      • Twitter Integration
      • Website Listed
      Username:
      Password:
      Handler:
      ____________________________
      Start Fan Count:
      Start Visit Stats:
    • LinkedIn
      • Keyworded Bio
      • All Emails Listed
      • Appropriate Picture
      • Public Profile URL
      • Public Profile Searchable
      • 100% Complete
      • Blog Integration
      • Twitter Integration
      Username:
      Password:
      Handler:
      ____________________________
      Start Connection Count:
      Start Visit Stats:
    • ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
      Questions?
    • Ask for help…
      ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
      Sean Macready970.371.7668sean@avatarmediallc.comFacebook.com/smacreadyTwitter.com/smacready