0
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
Creating a
Social ...
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...
Social Media Platforms
• Blogging
• Micro-Blogging
• RSS
• Widgets
• Networks
• Chat
• Forums
• Podcasting
• Video
• Image...
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/s...
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 y...
Step 1:
LISTEN
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
Listen
Investigate what people
are saying online about
your brand, your
competitors and your
areas of expertise.
This will...
Listen
• What are people saying about
your brand?
• What are other organizations
doing?
• What can you learn from
them?
• ...
Listen
There are many free tools you
can use to get started:
• News Alerts: Google Alerts
• RSS Feeds: Advanced searches
•...
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
a...
Define Goals
What counts as success?
• More sales
• Reduction in customer
service costs
• Improved reputation
• Client lea...
Define Goals
Try to distill your Social
Media mission to one sentence.
“Humanize the Ford brand and
put consumers in touch...
Step 3:
TRACK YOUR
SUCCESS
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
…………...
Tracking Success
Choose one of the following
three KPIs. While they all
impact each other, one must
rule!
• Awareness = Ch...
Tracking Success
Success in Social Media can be
measured in many ways. Define
which are important to your
goals at each st...
Tracking Success
• Blog posts
• Reader comments
• Twitter mentions
• Twitter followers
• Facebook fans
• Back links
• RSS ...
Tracking Success
Tracking Success
To measure effectively, you’ll
need to give your Social Media
strategy time. Make sure your
tracking is s...
Step 4:
CONTENT
STRATEGY
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
………………...
Content Strategy
Plan for content creation,
delivery and governance.
Sometimes without a plan,
people run out of relevant ...
Content Strategy
• Mark your calendar for
important dates for your
business throughout the
year.
• Integrate your traditio...
Content Strategy
It’s not rocket science, but
having a content plan in place
can be an excellent means for
sustaining mome...
Content Strategy
Content curation is the
process of reviewing and
filtering articles and blog
posts from across the web.
I...
Content Strategy
Content curation allows you
to:
• Easily do “recaps”
• Promote insightful gems
• Stay in the know
• Get y...
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
fac...
Optimized Platforms
Platforms such as Facebook and
Twitter can be customized to give
your audience the best possible
exper...
Optimized Platforms
There is no point putting all
of this work into platforms if
your audience doesn’t know
about them or ...
Step 6:
ENGAGE YOUR
COMMUNITY
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
…...
Engage
The building blocks of Social
Media:
• Responsibility
• Transparency
• Listening
• Honesty
• Rapid response
• Relat...
Engage
• Link to relevant blogs,
photos, videos, podcasts,
etc…
• Provide your customers with
insight, previews,
discounts...
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 yo...
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 ...
Social Media Strategy
The new model of business is based around the idea of
authenticity. Social Media is about conversati...
The Three C’s
What is your content? In what context do your customers
want to see it? How will you remain consistent? Shor...
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 (Tum...
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...
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 ...
Small-Picture Goals
Thinking about your attitude and approach, what are 3
reasonable goals you would like to achieve with ...
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
...
Website
Check of the items you have addressed:
CMS
Service-Hosted
Self-Hosted
Blog
Content
Video
Photos
Analytics
...
Blog
Clear, specific focus
Feedburner
Categories Established
Static Content
Contact Info
Sociable
Spam-Free
Commen...
Twitter
Username easy to spell &
remember
Complex password
Customized profile colors &
background
Recognizable avatar
...
Facebook
Page Procured
Custom Landing FBML
Vanity URL
FB Specific Content
Optimized Avatar
Blog Integration
Twitter...
LinkedIn
Keyworded Bio
All Emails Listed
Appropriate Picture
Public Profile URL
Public Profile Searchable
100% Compl...
Questions?
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
………………………………
Ask for help…
Sean Macready
970.371.7668
sean@avatarmediallc.com
Facebook.com/smacready
Twitter.com/smacready
………………………………...
Upcoming SlideShare
Loading in...5
×

Avatar Media - Creating a Social Media Strategy

778

Published on

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
1 Comment
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total Views
778
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Avatar Media - Creating a Social Media Strategy"

  1. 1. ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… Creating a Social Media Marketing Strategy
  2. 2. By 2010 it is predicted that there will be more than 4 billion mobile phone subscribers globally.
  3. 3. 67% of all internet users engage in Social Media.
  4. 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. 5. Social Media Platforms • Blogging • Micro-Blogging • RSS • Widgets • Networks • Chat • Forums • Podcasting • Video • Imagery
  6. 6. How do you develop a Social Media strategy for your organization?
  7. 7. Use Social Media to… • Listen • Ask questions • Extend your contacts • Drive your existing contacts • Sell your products/services
  8. 8. Use a Social Media Planning Guide for your individual needs and goals…
  9. 9. General Strategy • Listening • Defining goals • Tracking success • Content strategy • Creating platforms • Engaging with your community
  10. 10. Step 1: LISTEN ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  11. 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. 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. 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. 14. Identify who is talking, what they are saying and where they are saying it to inform your Social Media goals.
  15. 15. Step 2: DEFINE GOALS ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  16. 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. 17. Define Goals What counts as success? • More sales • Reduction in customer service costs • Improved reputation • Client leads • Greater awareness • Trustworthiness • Online buzz
  18. 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. 19. Step 3: TRACK YOUR SUCCESS ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  20. 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. 21. Tracking Success Success in Social Media can be measured in many ways. Define which are important to your goals at each stage.
  22. 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. 23. Tracking Success
  24. 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. 25. Step 4: CONTENT STRATEGY ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  26. 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. 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. 28. Content Strategy It’s not rocket science, but having a content plan in place can be an excellent means for sustaining momentum.
  29. 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. 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. 31. Content Strategy 3 great Content Curation Tools: • Cadmus • PostRank • Yahoo Pipes
  32. 32. Step 5: CREATING PLATFORMS ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  33. 33. Optimized Platforms Use your initial research to decide which Social Media platforms you should use to start engaging.
  34. 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. 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. 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. 37. Step 6: ENGAGE YOUR COMMUNITY ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  38. 38. Engage The building blocks of Social Media: • Responsibility • Transparency • Listening • Honesty • Rapid response • Relationships
  39. 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. 40. Engage 1:4 Rule For every four posts you make to help others, you can write one self promotion.
  41. 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. 42. Social Media Strategy Guide Branding, Planning and Personalization
  43. 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. 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. 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. 46. Attitude Write down who you are and what you want to accomplish:
  47. 47. Approach Write down how you want to accomplish what you wrote on the last page
  48. 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. 49. In 3 Words… What do your customers want? 1. 2. 3.
  50. 50. In 3 Words… What do you want from your customers? 1. 2. 3.
  51. 51. In 3 Words… What words do you want to be associated with? 1. 2. 3.
  52. 52. In 3 Words… Describe your ideal customer 1. 2. 3.
  53. 53. S.M.A.R.T.S Goals Specific Measurable Achievable Realistic Timely Sustainable
  54. 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. 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. 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. 57. What Are You Marketing? Yourself Your Brand Your Product A series of Your Products Your Service
  58. 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. 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. 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. 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. 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. 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. 64. Questions? ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  65. 65. Ask for help… Sean Macready 970.371.7668 sean@avatarmediallc.com Facebook.com/smacready Twitter.com/smacready ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ……………………………… ………………………………
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×