Building A Solid Social Media Strategy

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Building A Solid Social Media Strategy - Boulder Chamber Social Media 2010 - The Business Edition. Presented April 30, 2010 by Erin Blakemore

Building A Solid Social Media Strategy - Boulder Chamber Social Media 2010 - The Business Edition. Presented April 30, 2010 by Erin Blakemore

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  • Who I am…a passion for strategy and a background in messaging
  • Keep the expectations clear…we’ll leave plenty of time for questions.
  • Please use hashtag and visit vococreative.com/boulderchamber for an insanely long list of resources, many of which touch on points I don’t have time to cover today.
  • So…what’s strategy? For the purposes of this convo, strategy is the global view – high concept, not tool-based. It’s more about your intention than your execution. Ultimately, strategy drives your decisions and acts as an arrow that directs you at all times.
  • There are so many reasons not to do strategy…you’re hungry, it’s hard, it’s ugly, it raises the hard questions. And that’s why it’s so important.
  • OFF – social media are online tools that facilitate two-way communication and foster content creation. This debate could rage all day.
  • It’s good to say what social media isn’t- first and foremost, it’s not a magic bullet or holy grail. If you’re still searching for that for your business, it’ s time to go home. Nor is social media a band-aid for bad business…in fact it can expose problems in your business you hadn’t discovered or thought of before. Finally, social media is anything but a short-term solution.
  • Conversation Prism – Brian Solis – check out on website. Brand is at the middle, surrounded by strategy and communications, which bridges to the world through the petals on the flower. Billions of pieces of content on Facebook each week – 50% of FB users log in daily. Redefined marketing as we know it…and everyone’s confused. The fact remains…the conversation is happening. So, in the words of Heidi Klum….are you in or are you out? Stats and infographics on page.
  • This is obviously simplified, but I think there are four fundamental types of questions that can lead you to an effective social strategy – what’s my goal? Who/where are my customers/clients? What will speak to my target audience? What resources do I have to draw upon?
  • Respect the questions – they can reveal weaknesses in your business. One of the reasons I love SM is that it can be a microcosm of the bigger questions faced by your biz.
  • This is obviously simplified, but I think there are four fundamental types of questions that can lead you to an effective social strategy – what’s my goal? Who/where are my customers/clients? What will speak to my target audience? What resources do I have to draw upon?
  • The user comes first. This is where your clients’ demographic information comes in handy. Who uses a particular tool…and how do they use it? Next, combine with your goals and resources. Can a tool support those goals? Great matrix (CMO.com)These answers are so very different for every business. For example, a restaurant may need a strong Yelp presence, but be way too busy to maintain a great blog.
  • One of the cool things about social media is that it’s what you make of it. Here are some ideas to get you going….Chris Brogan’s “what social media does best” http://www.chrisbrogan.com/what-social-media-does-best/
  • Now it’s time to put together a plan. Obviously, this is quite simplified, but I find that the smallest and the largest social media strategies can easily be broken into 4 parts.
  • First, take time for strategy. Lay out your goals and take some time to consider the voice of your social media outreach. Is it an individual? A more corporate approach? What are your expectations? Next, it’s time to figure out the rules of engagement. How will you respond to crisis? Who speaks for the company? How will you deal with positive and negative scenarios? Make sure time to identify influential people in your field on the various tools and create a base follower list. Finally, it’s time to set a timeline and determine a division of labor.
  • Now it’s time to roll out your social tools. Set up accounts and personalize or perish. MAKE SURE TO HAVE CONTENT BEFORE LAUNCH. Integrate with current Web presence where possible – widgets, redesign, consideration. Now spread the word…we won’t know if you don’t talk about it.
  • Now it’s time to roll out your social tools. Set up accounts and personalize or perish. MAKE SURE TO HAVE CONTENT BEFORE LAUNCH. Integrate with current Web presence where possible – widgets, redesign, consideration. Now spread the word…we won’t know if you don’t talk about it.
  • Establish basic metrics. What’s important to you…clickthrough, number of impressions, individual response? You can use tools like Google Analytics, Hootsuite URL monitoring, landing pages, asking clients how they heard of you, metrics on Facebook pages, follower counts. It will vary for everyone. Measure over time. Keep your message live and lively. Don’t peter out in the middle…you’ve invested time and energy. People want consistent conversation and quick responses. Maintain an even strain with aggregator tools like HootSuite, Tweetdeck. Use timers if necessary. Schedule social media…within reason! DO NOT AUTORESPOND.
  • Would you rather have quality or quantity? Focus on community, not numbers. Do one thing and do it well. You can’t be all things to all people…and chances are you don’t want to. Build followers by entertaining, enticing, conversing, and backscratching…over a period of time.
  • There’s no body language in social media…so you have to develop trust through ongoing communication and quick response. Social networks expect increased transparency and a willingness to admit, change tactics, and address problems openly. Trust takes time. Be personal and meaningful. Say thank you.
  • Practice basic netiquette…thank, acknowledge, respect. Thank your followers…acknowledge the source of your tweets and pat people on the back. RESPECT YOUR USERS. They are giving you their precious time.
  • Open communication is huge. It’s the basis of social media. Keep communication open with your clients, your consultants, and your staff at all times. SOCIAL MEDIA IS NOT A BROADCAST TOOL!
  • don’t get caught in the trap of instant gratification and shiny object syndrome.
  • Who we are – social media is just one of our comprehensive strategies – I train and execute

Transcript

  • 1. Building a Solid Social Media Strategy
    #bcsm2010
    vococreative.com/boulderchamber
  • 2. Hi.
    Today you’ll get…
    Social strategy guidelines for your business
    The right questions and the right tools
    Resources, ideas, etiquette, support
  • 3. You won’t get…
    A training session on individual tools
    A justification for the existence of social media
    A one-size-fits-all plan
  • 4. Please use hashtag #bcsm2010
    Visit
    vococreative.com/boulderchamber
    for resources, links, information.
  • 5. Strategy explained.
    High-level concepts…not tools
    Intentions…not executions
  • 6. Social media strategy
    Aligning social tactics with business goals
  • 7. Boring? No way!
    Strategy is the big picture, the foundation, the nitty-gritty.
  • 8. Let’s define social media.
    Online tools
    Facilitate two-way communication
    Foster content creation
  • 9. What it’s not.
    Magic Bullet/Holy Grail
    Band-Aid
    for bad business or a substitute for customer service!
    A short-term solution
  • 10. It’s really big.
    The conversation is happening...
    Are you in, or are you out?
  • 11. Strategy is in the questions.
    What’s my goal?
    Who/where are my customers/clients?
    What will speak to my target audience?
    What resources do I have in place?
  • 12. Respect the questions.
    They can reveal weaknesses in your business.
  • 13. Now that you’ve got answers…
    It’s time for tools.
  • 14. Choose Wisely.
    Start with the user…who? how? why?
    Move on to your goals and resources.
    communication + longevity + sustainability
  • 15. Get Creative.(a laundry list)
    Build expert status
    Get resources
    Talk to customers
    Grow general awareness
    Hold contests
    Drive foot traffic
    Develop goodwill
    Scratch backs
    Network
    Create conversation
    Gather news
    Update your clientele
    Conduct market research
    Crowdsource, Gauge, Entertain, Exhibit…
    Supplement traditional media.
  • 16. Your 4-Point Plan
    Strategy
    Rollout
    Content Creation
    Metrics/Maintenance
  • 17. Strategy.
    Goals, voice, expectations
    Rules of engagement
    Identify influencers/base follower list
    Division of labor/timeline
  • 18. Rollout.
    Set up accounts – personalize or perish
    Integrate with current Web presence
    Spread the word! icons, signatures, announcements, takeaways
  • 19. Content Creation.
    Talk. Test. Repeat.
    Battle your inhibitions.
    Keep it relevant and on-topic.
  • 20. Metrics/Maintenance.
    Establish basic metrics.
    Keep it live…and lively.
    Maintain an even strain.
  • 21. Quality …or quantity?
  • 22. Trust
    and transparency
  • 23. Basic Netiquette
    Thank
    Acknowledge
    Respect
  • 24. Reality Check!
    You can converse, but you cannot control.
  • 25. In conclusion….
    Resist “shiny object syndrome” whenever possible!
  • 26. Social media is a process, not an event. - Seth Godin
  • 27. Social media strategy, training, execution and management
    Marketing strategy, consultation, and execution
    Branding and Web design
    #bcsm2010
    vococreative.com/boulderchamber