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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.

Published in Education , Technology , Business
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  • 1. Creating a Social Media Marketing Strategy
    ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
  • 2. By 2010 it is predicted that there will be more than 4 billion mobile phone subscribers globally.
  • 3. 67% of all internet users engage in Social Media.
  • 4. Global Social Media Use
    • 82.9% watch online video
    • 5. 72.8% Read blogs
    • 6. 63.2% Visit photo sharing sites
    • 7. 57.3% Use social networks
    • 8. 54.8% Have commented on blogs
    • 9. 52.2% Uploaded photos
    • 10. 45.2% Download podcasts
    • 11. 33.7% Use RSS
  • Social Media Platforms
  • How do you develop a Social Media strategy for your organization?
  • 21. Use Social Media to…
    • Listen
    • 22. Ask questions
    • 23. Extend your contacts
    • 24. Drive your existing contacts
    • 25. Sell your products/services
  • Use a Social Media Planning Guide for your individual needs and goals…
  • 26. General Strategy
    • Listening
    • 27. Defining goals
    • 28. Tracking success
    • 29. Content strategy
    • 30. Creating platforms
    • 31. Engaging with your community
  • ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
    Step 1:LISTEN
  • 32. 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.
  • 33. 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?
  • 34. 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
  • 35. Identify who is talking, what
    they are saying and where they
    are saying it to inform your
    Social Media goals.
  • 36. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
    Step 2:DEFINE GOALS
  • 37. 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
  • 38. Define Goals
    What counts as success?
    More sales
    Reduction in customer service costs
    Improved reputation
    Client leads
    Greater awareness
    Trustworthiness
    Online buzz
  • 39. 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.
  • 40. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
    Step 3:TRACK YOUR SUCCESS
  • 41. 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
  • 42. Tracking Success
    Success in Social Media can be
    measured in many ways. Define
    which are important to your
    goals at each stage.
  • 43. 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
  • 44. Tracking Success
  • 45. 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.
  • 46. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
    Step 4:CONTENT STRATEGY
  • 47. Content Strategy
    Plan for content creation,
    delivery and governance.
    Sometimes without a plan,
    people run out of relevant and
    useful things to talk about.
  • 48. 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?
  • 49. Content Strategy
    It’s not rocket science, but
    having a content plan in place
    can be an excellent means for
    sustaining momentum.
  • 50. 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.
  • 51. 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
  • 52. Content Strategy
    3 great Content Curation Tools:
    Cadmus
    PostRank
    Yahoo Pipes
  • 53. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
    Step 5:CREATING PLATFORMS
  • 54. Optimized Platforms
    Use your initial research to
    decide which Social Media
    platforms you should use to
    start engaging.
  • 55. 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
  • 56. 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
  • 57. 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.
  • 58. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
    Step 6:ENGAGE YOUR COMMUNITY
  • 59. Engage
    The building blocks of Social
    Media:
    Responsibility
    Transparency
    Listening
    Honesty
    Rapid response
    Relationships
  • 60. 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
  • 61. Engage
    1:4 Rule
    For every four posts you make
    to help others, you can write
    one self promotion.
  • 62. 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.
  • 63. Social Media Strategy Guide
    Branding, Planning and Personalization
  • 64. 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.
  • 65. 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.
  • 66. 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!
  • Attitude
    Write down who you are and what you want to accomplish:
  • 69. Approach
    Write down how you want to accomplish what you wrote on the last page
  • 70. Your Toolbox
    Which Social Media tools facilitate your chosen approach? Try to focus on 3
    • Blog (Wordpress)
    • 71. Microblog (Tumblr)
    • 72. Short Form (Twitter)
    • 73. Grassroots (Facebook)
    • 74. Vlog (YouTube)
    • 75. Face to Face (Meetup)
    • 76. Photoblog (Flickr)
    • 77. Podcast (iTunes)
    • 78. Virtual World (Second Life)
  • In 3 Words…
    What do your customers want?
    1.
    2.
    3.
  • 79. In 3 Words…
    What do you want from your customers?
    1.
    2.
    3.
  • 80. In 3 Words…
    What words do you want to be associated with?
    1.
    2.
    3.
  • 81. In 3 Words…
    Describe your ideal customer
    1.
    2.
    3.
  • 82. S.M.A.R.T.S Goals
  • 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:
  • 88. Big-Picture Goals
    • Where do you want to be in 6 months?
    • 89. Where do you want to be in 1 year?
    • 90. 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.
  • 91. What Are You Marketing?
  • Who Will Represent You?
    • Yourself
    • 96. Internal Social Media Person
    • 97. Internal Marketing Person
    • 98. Internal Social Media Person
    • 99. 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!
  • 100. Website
    Check of the items you have addressed:
  • Blog
    Username:
    Password:
    Handler:
    ____________________________
    Additional User Accounts:
    -
    -
    Start Visits:
    Start Bounce Rate:
    Start Time on Site:
  • 121. Twitter
    • Username easy to spell & remember
    • 122. Complex password
    • 123. Customized profile colors & background
    • 124. Recognizable avatar
    • 125. Specific location
    • 126. Keyworded bio
    • 127. Website linked
    • 128. Use hashtags, @ replies, RT’s
    • 129. Avoid auto-posts
    Username:
    Password:
    Handler:
    ____________________________
    Start Follower Count:
    Start Following Count:
    Start Ratio:
    Start Twitter Grader:
  • 130. Facebook
    Username:
    Password:
    Handler:
    ____________________________
    Start Fan Count:
    Start Visit Stats:
  • 138. LinkedIn
    Username:
    Password:
    Handler:
    ____________________________
    Start Connection Count:
    Start Visit Stats:
  • 146. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
    Questions?
  • 147. Ask for help…
    ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
    Sean Macready970.371.7668sean@avatarmediallc.comFacebook.com/smacreadyTwitter.com/smacready