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Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
Developing an effective Social Media Strategy
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Developing an effective Social Media Strategy

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A review of web communication principles and effective steps for developing your social media strategy

A review of web communication principles and effective steps for developing your social media strategy

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  • - And of course, big companies know this…
  • … so they’ve jumped on the SM / hashtag wagon pretty quickly.
  • - A friend asked me “What do you expect in a new graduate when it comes to web skills?” My answer was: someoe who can identify what the main communications problem of the org is, and identify web tools to solve them, even if they can’t develop them.
  • Promote excellent customer/client service (Dell example: Dell has more than 25,000 mentions online every day (in English alone). Dell’s social media command center monitors its online mentions 24/7 in 14 languages worldwide through its @DellCares feed on Twitter. (http://boss.blogs.nytimes.com/2013/02/22/learning-social-media-tricks-from-the-big-boys/ )Provide updates on brand, products, and servicesProduct/service promotionsRaise awareness and educate the customer around your valueMake your brand go viral on the webInform your target of changes in your industry, products, and services http://mashable.com/2012/12/07/corporate-social-media-marketing/
  • Promote excellent customer/client service (Dell example: Dell has more than 25,000 mentions online every day (in English alone). Dell’s social media command center monitors its online mentions 24/7 in 14 languages worldwide through its @DellCares feed on Twitter. (http://boss.blogs.nytimes.com/2013/02/22/learning-social-media-tricks-from-the-big-boys/ )Provide updates on brand, products, and servicesProduct/service promotionsRaise awareness and educate the customer around your valueMake your brand go viral on the webInform your target of changes in your industry, products, and services http://mashable.com/2012/12/07/corporate-social-media-marketing/
  • - Have you noticed the amount of crap there is out there?
  • - Have you noticed the amount of crap there is out there?
  • - Have you noticed the amount of crap there is out there?
  • Surfing the web is a lot like mining: you dig a lot, all the time, to find things worth watching, following, sharing. Sometimes you don’t find anything, but you DO keep on digging.
  • Surfing the web is a lot like mining: you dig a lot, all the time, to find things worth watching, following, sharing. Sometimes you don’t find anything, but you DO keep on digging.
  • Surfing the web is a lot like mining: you dig a lot, all the time, to find things worth watching, following, sharing. Sometimes you don’t find anything, but you DO keep on digging.
  • - It’s not all about pushing and waiting…
  • - Dogs see the world differently: their nose are the equivalent to our eyes, so they use them first to become familiarized with those they don’t know.
  • - It’s not all about pushing and waiting…
  • - It’s not all about pushing and waiting…
  • - It’s not all about pushing and waiting…
  • Maybe these roles fall only on one person, or a team, but the important thing is this: you NEED to invest the TIME to get something back. You’re creating SOCIAL CAPITAL, and as any other capital, it requires and INVESTMENT before you can get anything back.
  • Transcript

    • 1. Vidal Quevedo, M.S. Web Communications Specialist University Communications & Marketing Ph.D. student in Mass Communications School of Journalism and Mass Communications University of Wisconsin-Madison @vidalquevedo vidalquevedo.com
    • 2. • Quick, timely response• Cheap• Viral• Awesome
    • 3. Shows that social media isdefinitely an alternativechannel, especially in amultiscreen world.
    • 4. In fact, television no longercommands our full attention:http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/
    • 5. TwitterMentioned In 50%Of Super BowlCommercials,(Facebook Only8%, Google+ ShutOut) http://marketingland.com/game-over-twitter-mentioned-in-50-of-super-bowl-commercials-facebook- only-8-google-shut-out-32420
    • 6. SM + Multiple Devices =Opportunities1. People are focused on a topic: following, watching, listening, talking, participating.2. You are doing the same: following, watching, listening, talking, participating.
    • 7. Let’s take a look at some stats
    • 8. Some SM stats (Dec „12)Social •Networking • 67% of internet users use Social Media 67% of online adults use FacebookSite Usage • 16% use Twitter • 15% use Pinterestby Age • 13% use Instagram • 6% use TumblrGroup, • 20% use LinkedIn as of Aug ‘12.2005-2012 http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
    • 9. • 67% of internet users use SocialSocial MediaNetworking • 67% of online adults useSite Usage Facebook • 16% use Twitterby Age • 15% use PinterestGroup, • 13% use Instagram2005-2012 • 6% use Tumblr • 20% use LinkedIn (Aug ’12) http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
    • 10. ( born early 80’s – 2000’s ) Millennials will make online sharing in networks a lifelong habit. http://pewinternet.org/Reports/2010/Future-of-Millennials.aspx
    • 11. Overall, we can say SM is doing pretty good adoption-wise.
    • 12. Social Media + Online Communications
    • 13. Websites (and web applications) are vehicles we can use to tell an increasingly more interactive storyabout ourselves (or our brand, company, etc).They are communication tools, first and foremost.
    • 14. Social Media Tools Websites (and web applications) are vehicles we can use to tell an increasingly more interactive storyabout ourselves (or our brand, company, etc).They are communication tools, first and foremost.
    • 15. So, what’s the first thing that should drive a successful web development project? Social Media A well-defined communication goal.
    • 16. • Promote excellent customer/client Examples of service clear • Provide updates on brand, products, and servicescommunication • Product/service promotions goals • Raise awareness and educate the customer around your value • Make your brand go viral on the web • Inform your target of changes in your industry, products, and services http://mashable.com/2012/12/07/corporate-social-media-marketing/
    • 17. • “Everyone is on Social Media, and Examples of so should we” unclear • “It’s free!!! And pretty easy…”communication • “Facebook has 1B people! We could goals reach them ALL!!!” • “I hear Instagram, the twittersphere, tumblr are all the rage right now.” http://mashable.com/2012/12/07/corporate-social-media-marketing/
    • 18. • Several SM channels: Twitter, Facebook, YouTube, “My Starbucks Idea” SN, “Ideas in Action” blog• Cultivates relationships with “super influencers”• Sharing is encouraged• Customizes user experiences• Timely causes make it relevant• Message is consistent and cross-promotedhttp://thenextweb.com/2010/01/11/starbucks-formula-social-media-success/ http://www.prdaily.com/Main/Articles/6_ways_Starbucks_excels_at_social_media_marketing_13814.aspx
    • 19. Rules of Social Media Engagement
    • 20. Rule # 1: Content is KING
    • 21. Rule # 2: Users will take in content they find either USEFUL or ENTERTAINING (i.e. helps them be a little more awesome)
    • 22. http://tomfishburne.com/2012/08/types-of-social-media-strategies.html (via Don Stanley - @3rhinomedia)
    • 23. Rule # 3: Your strategy should focus ongenerating/sharing content that’s either USEFUL or HELPS your audience be more awesome.
    • 24. Rule # 4: You should know how to engage your audience.
    • 25. “Nose, Eyes, Ears. In that order!” ~ Cesar Millan, Cesar’s Way (on building early trust with dogs) http://www.cesarsway.com/tips/basics/glossary-of-terms-from-cesars-way
    • 26. When engaging with your audience, follow the opposite order: Ears - Eyes - Nose
    • 27. When engaging with your audience, follow the opposite order: Ears - Eyes - Mouth
    • 28. When engaging with your audience, follow the opposite order: Ears - Eyes - Mouth Listen Watch Talk
    • 29. Developing a strong Social Media Plan
    • 30. Plan your strategy Design your messageDevelop your content Deploy! Monitor
    • 31. Plan your 1. Set clear communication goals strategy • “Promote our brand.” Design your • “Need to better reach our target message audiences.” • “Interact with users to learn more about how they use ourImplement your channels services.” Deploy! Monitor
    • 32. Plan your 2. Identify your audience strategy • By demographics • Age, location, education, tech savvy, Design your message mobile usage • Pew Internet (http://www.pewinternet.org/ )Implement your channels • What are looking for? What are they Deploy! talking about? • Google Trends • Soovle (http://www.soovle.com/) Monitor
    • 33. Plan your 3. Define the right SM tool strategy • Email Design your • Facebook message • Twitter • Pinterest • LinkedInImplement your channels • Instagram • Your website or blog (with embedded SM buttons) Deploy! Monitor
    • 34. Plan your 4. Define team roles strategy • SM requires two things: content and Design your engagement, and to get both, you message need the most important one: TIME. • Define roles early in the project:Implement your channels • Who will create the content? • Who will listen? • Who will watch? Deploy! • Who will engage with users? Monitor
    • 35. Plan your 1. Define your content strategy • Use the info you gathered and create Design your editorial plans on how to use it message • Write articles for your site • Identify shareable sources with similar ideasImplement your channels • Find out about conversations that might help promote your content • Ride on memes! Deploy! Monitor
    • 36. Plan your 2. Format your content for the right SM strategy tool. For example: Design your • Twitter message • Headline-like, using action verbs and hashtagsImplement your channels • Facebook • Short content (one or 2 sentences, maybe three), and then ask people Deploy! to find out more. • Images are better (mobile friendly) Monitor
    • 37. Plan your Sign up for services strategy • Create your pages/accounts/sites/ (email, FB, Twitter) Design your message • Address any problems with existing accounts (clean-up, refocus, delete if not used anymore).Implement your channels Deploy! Monitor
    • 38. Plan your Fire away! strategy • Start with a timely issue/topic/piece of content Design your message • Actively join and participate in conversations about the issueImplement your • Use insights/analytics tools to measure channels impact Deploy! Monitor
    • 39. Plan your Initiate a cycle of engagement strategy Design your message Listen Watch TalkImplement your channels Deploy! Monitor
    • 40. #UWRightNow
    • 41. What: #UWRightNow(http://uwrightnow.wisc.edu) was multimedia project designed to capture the breadth, depth and spirit of the University of Wisconsin-Madison during 24 hours on April 18, 2012. Who: the campus community, alumni and friends around the world.
    • 42. Challenges• Editorial: what to say• Creative: how to say it• Technical: how to deliver it (mobile too!)• Logistical: how to man it• Outreach: how to get people involved
    • 43. Some numbers:• 1,018 stories, photos, videos or tweets were posted to the site• Nearly 14,000 unique visitors came to the site• Visitors from all 50 states and 66 countries
    • 44. A crowd-sourcing project that got it right!
    • 45. Thank you! Vidal Quevedo Web Communications Specialist University Communications & Marketing @VidalQuevedo vidalquevedo.com

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