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Webbed Webinar: Social Media Intelligence and Planning


It seems like everyone is using social media for marketing, communications and public relations today. However, social media is more than having a Facebook page and Twitter followers. Is your social …

It seems like everyone is using social media for marketing, communications and public relations today. However, social media is more than having a Facebook page and Twitter followers. Is your social media program achieving company goals? In this webinar, Webbed Marketing will discuss how to take your social media to the next level. We will outline what are the tangible components you should be researching and analyzing to build a solid online strategy.

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  • 1. September 2010
    Social Media Intelligence and Planning
    Amy Marshall
    Webbed Marketing
  • 2. Webbed Media VisiOne
    Common problems in social media today
    Is your social media program achieving company goals?  
    How can you take your social media to the next level?
  • 3. Webbed Media VisiOne
    “Just because you’re on Twitter doesn’t mean you have a social media strategy.”
    • According to a recent study from marketing firm Digital Brand Expressions, published this past July, almost half of the companies that use social media for advertising, marketing, or PR do not have strategic plans in place to help guide those activities.
  • 4. Webbed Media VisiOne
    Social Media Today
    • Survey conducted by King Fish Media, “Social Media Usage, Attitudes and Measurability” report, hosted from April 15, 2010 to June 1, 2010.
  • 5. Webbed Media VisiOne
    Definition of a Social Media Strategy
    • Strategy answers the “why” and integrates with the “what” and the “how”
    • 6. Sometimes strategy is as much what not to do and what to do
    • 7. You can’t be everywhere, strategy defines the most effective channels and way to be communicating
    • 8. Is your strategy just a tactic? i.e. Streaming in your blog posts on Facebook is not a strategy
    • 9. A social media strategy is more than just the marketing department – involve all areas of your business such as recruitment, customer service
  • 10. Webbed Media VisiOne
    Social Media Today
    • Even though so many businesses are using social media, many don’t know why they have a Facebook page or why they are trying to get more followers.
    • 11. Can no longer be “we ought to be participating” or “I have no idea why we are on Facebook.”
  • 12. Webbed Media VisiOne
    Social Media Today
    • 75% said they will be increasing investment in social media in the next 12 months.
    • 13. 90% of respondents said managing social media is part of someone’s overall responsibilities, not a dedicated full-time job.
  • 14. Webbed Media VisiOne
    Why is Social Media Often Not a Full-Time Job?
    • Social media falls under many categories – marketing, PR, communications – making it a hard job to assign.
    • 15. Sometimes social media is considered “just a campaign” – social media needs to grow as a permanent department in companies.
    • 16. Results are achieved through means that are different from traditional advertising.
    • 17. However, the right content and approach leads to better community development and communication with consumers.
  • 18. Webbed Media VisiOne
    For Social Media Success, Ask Yourself:
    Who should manage your company’s social networks?
    Where do your audiences gather?
    What content can you/should you promote via social media?
    Do you have the right policies in place to include social media within your organization?
  • 19. Webbed Media VisiOne
    Content is Still King in Social Media
    • 75% considered content more important than technology.
    • 20. 70% have not done any advertising on a social media site.
  • 21. SEPT. 2010
    Social Media Today
  • 22. Webbed Media VisiOne
    Social Media Strategies
    • Complex systems like healthcare organizations, government, libraries, universities, airports, etc. can have a difficult time grasping their social media goals and keeping messages consistent.
    • 23. If 73% use branded messaging, how do you keep those messages consistent across several locations, branches, etc.?
  • 24. Webbed Media VisiOne
    Clarian Health System in Indianapolis has multiple social media brands
  • 25. Webbed Media VisiOne
    How to Analyze the Conversations
    • Volume - Map the volume of conversations about your brand/products to “events” (marketing events)
    • 26. Determine what conversations generated the most buzz (press release, coupon, sale, event, trade show, new product)
    • 27. Channel - Identify the top online channels and their demographics
    • 28. For example: Age, gender, influence score to each channel
    • 29. Topic – Determine the top conversations
    • 30. Coupons? Event name? Discontinued product? Store experience?
    • 31. Tone- Understand the tone of the conversations
    • 32. Look at conversations year over year
    • 33. Trends- Identify cyclical and seasonal trends and emerging topics
  • 34. Webbed Media VisiOne
    How to Understand Your Audiences
    • Who are your target audiences online?
    • 35. Check website analytics and discover what social media sites are directing traffic to your page
    • 36. Where are these audiences talking about your brand already?
    • 37. Is your company engaging in conversation with your audience?
  • 38. Webbed Media VisiOne
    Gathering Intelligence
    • Define your audiences
    • 39. Find online channels where they “gather”
    • 40. Identify the advocates and the influencers (they are different)
    • 41. Listen to the top conversation topics being talked about – what matters to them
    • 42. Analyze your brand data
    • 43. Conduct a competitive analysis
  • 44. Webbed Media VisiOne
    Building a Plan
    • Develop a content strategy
    • 45. Determine how you will connect with your audiences
    • 46. Define your goals for social media & what/how you want to influence
    • 47. Develop a plan based on what makes sense for the brand, your interaction tolerance and how other channels will be integrated
    • 48. Monitor, measure and optimize
  • 49. Webbed Media VisiOne
    • Social media is not going away any time soon – it’s becoming more and more crucial for marketing campaigns.
    • 50. If you don’t have a cohesive social media strategy, your presence on social platforms will not meet expectations.
    • 51. Developing a strategy takes intelligence and planning to develop your company’s target audience, messages and plan of action.
    • 52. If you are a complex system, you especially need a consistent, strategic message, backed by a researched plan, for your multiple branches, locations, etc.
  • 53. Webbed Media VisiOne
    • For more information on social media intelligence and planning, contact Webbed Marketing.
    • 54. Amy Marshall
    • 55. @amymarshall
    • 56.
    • 57.