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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 • 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
  • 5. Social Media Platforms • Blogging • Micro-Blogging • RSS • Widgets • Networks • Chat • Forums • Podcasting • Video • Imagery
  • 6. How do you develop a Social Media strategy for your organization?
  • 7. Use Social Media to… • Listen • Ask questions • Extend your contacts • Drive your existing contacts • Sell your products/services
  • 8. Use a Social Media Planning Guide for your individual needs and goals…
  • 9. General Strategy • Listening • Defining goals • Tracking success • Content strategy • Creating platforms • Engaging with your community
  • 10. Step 1: LISTEN ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  • 11. 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.
  • 12. 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?
  • 13. 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
  • 14. Identify who is talking, what they are saying and where they are saying it to inform your Social Media goals.
  • 15. Step 2: DEFINE GOALS ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  • 16. 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
  • 17. Define Goals What counts as success? • More sales • Reduction in customer service costs • Improved reputation • Client leads • Greater awareness • Trustworthiness • Online buzz
  • 18. 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.
  • 19. Step 3: TRACK YOUR SUCCESS ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  • 20. 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
  • 21. Tracking Success Success in Social Media can be measured in many ways. Define which are important to your goals at each stage.
  • 22. 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
  • 23. Tracking Success
  • 24. 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.
  • 25. Step 4: CONTENT STRATEGY ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  • 26. Content Strategy Plan for content creation, delivery and governance. Sometimes without a plan, people run out of relevant and useful things to talk about.
  • 27. 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?
  • 28. Content Strategy It’s not rocket science, but having a content plan in place can be an excellent means for sustaining momentum.
  • 29. 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.
  • 30. 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
  • 31. Content Strategy 3 great Content Curation Tools: • Cadmus • PostRank • Yahoo Pipes
  • 32. Step 5: CREATING PLATFORMS ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  • 33. Optimized Platforms Use your initial research to decide which Social Media platforms you should use to start engaging.
  • 34. 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
  • 35. 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
  • 36. 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.
  • 37. Step 6: ENGAGE YOUR COMMUNITY ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  • 38. Engage The building blocks of Social Media: • Responsibility • Transparency • Listening • Honesty • Rapid response • Relationships
  • 39. 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
  • 40. Engage 1:4 Rule For every four posts you make to help others, you can write one self promotion.
  • 41. 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.
  • 42. Social Media Strategy Guide Branding, Planning and Personalization
  • 43. 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.
  • 44. 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.
  • 45. 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:
  • 46. Attitude Write down who you are and what you want to accomplish:
  • 47. Approach Write down how you want to accomplish what you wrote on the last page
  • 48. 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)
  • 49. In 3 Words… What do your customers want? 1. 2. 3.
  • 50. In 3 Words… What do you want from your customers? 1. 2. 3.
  • 51. In 3 Words… What words do you want to be associated with? 1. 2. 3.
  • 52. In 3 Words… Describe your ideal customer 1. 2. 3.
  • 53. S.M.A.R.T.S Goals Specific Measurable Achievable Realistic Timely Sustainable
  • 54. 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:
  • 55. 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?
  • 56. 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.
  • 57. What Are You Marketing? Yourself Your Brand Your Product A series of Your Products Your Service
  • 58. 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!
  • 59. 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
  • 60. 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:
  • 61. 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:
  • 62. 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:
  • 63. 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:
  • 64. Questions? ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  • 65. Ask for help… Sean Macready 970.371.7668 sean@avatarmediallc.com Facebook.com/smacready Twitter.com/smacready ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………