Social Media Strategy in 5 Steps


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Presentation delivered to Calgary chapter of Canadian Marketing Association as part of the Social Media Super Panel on March 30th, 2011 at the Fairmont Palliser.

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  • In social media marketing it is undeniable that there are risks with getting your brand social, because you expose yourself into open space where you know you are vulnerable for attacks however you are also loved by your costumers because you open up to them. Content is also important in social media marketing, but contents should not be business like because customers hate being sold a product.
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Social Media Strategy in 5 Steps

  1. 1. Social Media Super Panel March 30 th , 2011
  2. 2. Everyone eats…
  3. 3. Most can Follow Recipes
  4. 4. Few are chefs <ul><li>Time </li></ul><ul><li>Study </li></ul><ul><li>Practice </li></ul><ul><li>Trial & Error </li></ul><ul><li>Dedication </li></ul>
  5. 6. What is the end game? <ul><ul><li>Bad Reasons </li></ul></ul><ul><ul><li>Cheap advertising </li></ul></ul><ul><ul><li>Latest thing </li></ul></ul><ul><ul><li>Vanity </li></ul></ul><ul><ul><li>Competitive Pressure </li></ul></ul><ul><ul><li>Boss wants it </li></ul></ul><ul><ul><li>Good Reasons </li></ul></ul><ul><ul><li>Learning </li></ul></ul><ul><ul><li>Understand Stakeholders </li></ul></ul><ul><ul><li>Exploring </li></ul></ul><ul><ul><li>Something to say </li></ul></ul><ul><ul><li>Be more relevant </li></ul></ul>
  6. 7. 2 3 4 5 1 Listening
  7. 8. Content 3 4 5 1 2
  8. 9. Technology 2 4 5 1 3
  9. 10. Measurement 2 3 5 1 4
  10. 11. Risk Management 2 3 4 1 5
  11. 12. Stage 1: Listening
  12. 13. Step 1: Listening <ul><li>Find out what is important: </li></ul><ul><ul><li>Where does your community converse? </li></ul></ul><ul><ul><li>What is your community talking about? </li></ul></ul><ul><ul><li>How can you join respectfully and be welcomed? </li></ul></ul><ul><ul><li>In what ways do they talk? </li></ul></ul>
  13. 14. Step 1: Listening <ul><li>Find out who is important: </li></ul><ul><ul><li>Site Traffic </li></ul></ul><ul><ul><li>Influence </li></ul></ul><ul><ul><li>Number of friends, followers, subscribers, etc. </li></ul></ul><ul><ul><li>Klout, PeerIndex, PostRank </li></ul></ul><ul><li>READ them - get to know who they are and what they’re talking about. Subscribe to their RSS & Twitter feeds. </li></ul>
  14. 15. Listening Options Paid Services Homebrew
  15. 16. Stage 2: Content
  16. 17. Step 2: Content <ul><li>What kind of content will you require to be successful? </li></ul><ul><li>What kind of content is being created by your community? </li></ul><ul><li>What gets lots of views/comments/sharing? </li></ul><ul><li>What gets ignored? </li></ul><ul><li>How can we bring value to this conversation? </li></ul>
  17. 18. Social Media Bank Account <ul><li>Deposits </li></ul><ul><li>Fresh content links </li></ul><ul><li>Exclusive news </li></ul><ul><li>Media (photos, videos) </li></ul><ul><li>Engaging with others </li></ul><ul><li>Withdrawals </li></ul><ul><li>Promotions/Discounts </li></ul><ul><li>“ come on down” </li></ul><ul><li>Press release-style content </li></ul>
  18. 19. Stage 3: Technology
  19. 20. Step 3: Technology <ul><li>What platforms is your community already using? </li></ul><ul><li>What opportunities to add value do you see? </li></ul><ul><li>Don’t assume IT will be supportive. Many programs end up being “rogue”. </li></ul><ul><li>Has the tool we need been built? (Likely yes) </li></ul><ul><li>What is the right brand monitoring tool/vendor based on our primary platforms? </li></ul>
  20. 21. Stage 4: Measurement
  21. 22. Measurement Measurement is like Martinis: “ One is alright, Two is too many, Three is not enough.” James Thurber
  22. 23. Measurement <ul><li>Decide what matters </li></ul><ul><li>Know when to stop </li></ul><ul><li>Establish concrete and realistic goals, eg. </li></ul><ul><ul><li>Blog posts: </li></ul></ul><ul><ul><li>comments ratio (2:1) </li></ul></ul><ul><ul><li>1,000+ Facebook Likes </li></ul></ul>
  23. 24. Measurement <ul><li>Produce easy-to-understand reports (1 page max.) </li></ul><ul><li>Compare content produced to changes in views/engagement </li></ul><ul><li>Also compare to other events (launches, PR, campaigns, etc.) </li></ul>
  24. 25. Stage 5: Managing Risk
  25. 26. Step 5: Managing Risk <ul><li>Gather key internal stakeholders </li></ul><ul><li>Based on the tactics you’re planning to deploy, run through all the “bad stuff” that could happen </li></ul><ul><li>Assign each two rankings: </li></ul><ul><ul><li>How likely is it to happen? </li></ul></ul><ul><ul><li>How damaging will it be if it does? </li></ul></ul><ul><li>Decide what you’ll do if it happnes </li></ul><ul><li>Circulate and get buy-in. Update quarterly as your program evolves. </li></ul>
  26. 28. Low Production Cost
  27. 29. Labour Intensive
  28. 30. Thank You <ul><li>Douglas Walker </li></ul><ul><li>Director of Social Strategy </li></ul><ul><li>Trigger Communications </li></ul><ul><li>@dougwalker </li></ul><ul><li>[email_address] </li></ul><ul><li>403.231.1654 </li></ul>