7 Steps to a Social Media Strategy

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  • + znetlady znetlady 1 week ago
    Thanks, for your comment, Walter. I see that you are with Xeesm. Are you involved with the Social Media Academy. by chance? I offer social media training for professionals, and ran across The Academy site the other day in keeping tabs on the space. We should chat!
  • + adamson Walter Adamson 1 week ago
    I like your step ’What is the social object, and how will we make it shareable’. That’s certainly a value-add to the question ’where do we need to be present?’. Walter @g2m http://xeesm.com/walter
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7 Steps to a Social Media Strategy - Presentation Transcript

  1. Steps to an Effective Social Media Strategy Linda Zimmer
  2. Today’s Necessities?
  3. Hip Effective Moving Engagement Interactive Meaningful Innovation Channels Recognition Awareness Traction New Touch Points Fresh Ideas SEO Sales | Leads What You Want From Social Media
  4. Planning My Vacation What People Want From Social Media Part 1: Research Part 2: Planning Part 3: On The Go Part 4 Sharing Hat tip: Ben Parr, Mashable
    • Communicator’s Media View
    • Advertising
    • Direct Mail
    • Email Marketing
    • Events
    • Promotions
    • Online Ads/Sponsorship
    • Public Relations
    • Collateral
    • Social Media Engagement
    Rasic Creative
  5. Individual’s Media View My Mediasphere Mydomain.com Source: Mark Krynsky, Mindomo
  6. Link: http://www.youtube.com/watch?v=D3qltEtl7H8
  7. Which Tool Do I Use? Wrrrong Question
  8. What is the value Social Media can bring to the business objective? Right First Question
  9. Developing a Social Media Strategy 1. What value can Social Media bring to the business? 2. Who are the people we want to reach? 5. What will measure how well we did? 3. What is the social object? 6. What will be the channels & platforms ? 4. How will we make the social object shareable ? 7. What are the resources we will need?
  10. 1. What is the value Social Media can bring to the business objective?
    • In other words….
    • What I want to DO with social media?
    • Get customer insight
    • Listen to customers
    • Talk with customers
    • Customer care | service
    • Support customers
    • Collaborate
    • Crowd-source
    • Manage internally
    • Activate customers or employees
    • Geo-location | Mobility
    • Social commerce
    • Build trust
    • Utility
    • If people
    • ___________________ ,
    • knew | could | provided | accessed | gave | believed
    • my life would be so much easier.
    The Social Media Ultimate “ Got It!” Statement. _________________________
  11.  
  12.  
  13. 2. Who are these People we want to reach?
  14. Audience Search Tools Paid Services
  15. Broadly classifies people according to how they use social media/technologies. TECHNOGRAPHICS: BEHAVIORS IN SOCIAL MEDIA Forrester Research
  16. 3. What is the social object ? (What is it these people share or have in common?)
  17. The Social “Object” is what connects together these particular people. A thing or experience Lifestyle Idea or Cause Status/Reputation See: Jyri Engestrom
  18. 4. How will we make the “social object“ shareable ?
  19.  
  20. 5. What will measure how well we did?
  21. Measures of Success: Some evidences of achieving goals Blog Posts & Comments Tone of Comments Number of Groups Referrals Completed Profiles Tags Reduced/Increased Calls Share of Positioning Share of Rants Impact on Reputation Ideas Generated Time-to-Recruit Rankings Reviews Links Media Coverage Search Engine Ranking Network Growth Rate Web Traffic Impact Increased Customer Satisfaction Share of Visibility
  22. Example: Social News Strategy A Few Success Measures:
    • Number of visits to newsroom page.
    • Number of newsroom pages viewed.
    • Number of subscribers to various RSS feeds.
    • Number and relevance of followers on bookmarking sites.
    • Number of views/followers on Twitter, Facebook and YouTube.
    • Number of “exit” links from newsroom to social media presences.
    • Qualitative assessment of comprehension of issues/positioning.
    • Change in volume, nature or tone of comments on mainstream news sites.
    • Type of and relevance of subscribers (media versus citizen).
    • Assessment of impact on use of specific promoted resources.
    • Physical event/meeting attendance.
    • Qualitative assessment of value of monitoring Twitterverse to “stay ahead” of news cycle.
  23. 6. What will be the channels & platforms ?
  24. MicroBlogging What is it good for? Talking with Listening | Insight Customer Care News Distribution Promotion Activating Managing
  25. Media Sharing Venues What are they good for? Rich Media Channel Multimedia Engagement Joining | Creating Interest Groups Promotions Conversation | Listening
  26. Widgets What are they good for? Mini-portal to website Desktop Engagement Utility Mobility Alerts | Instant Push Messaging
  27. 7. What are the resources we will need?
  28. Digital Team Marketing Strategists Customer Service Social Media Specialists Technicians Digital Budget Content Development Engagement Monitoring Reporting Social Media Monitoring Tools & Analysis
  29. Developing a Social Media Strategy 1. What value can Social Media bring to the business? 2. Who are the people we want to reach? 5. What will measure how well we did? 3. What is the social object? 6. What will be the channels & platforms ? 4. How will we make the social object shareable ? 7. What are the resources we will need?
  30. Internal Communication 2.0 Link: http://www.youtube.com/watch?v=H_jhLGxH-m4
  31. Connecting with me: LinkedIn: www.linkedin.com/in/lzimmer Facebook: /Linda.Zimmer Twitter: /lgzimmer New Media Training: modernmediainstitute.com Email: [email_address]

+ znetladyznetlady, 1 month ago

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