Steps to an Effective Social Media Strategy Linda Zimmer

Today’s Necessities?

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

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

Communicator’s Media View

Advertising

Direct Mail

Email Marketing

Events

Promotions

Online Ads/Sponsorship

Public Relations

Collateral

Social Media Engagement

Individual’s Media View My Mediasphere Mydomain.com Source: Mark Krynsky, Mindomo

Link: http://www.youtube.com/watch?v=D3qltEtl7H8

Which Tool Do I Use? Wrrrong Question

What is the value Social Media can bring to the business objective? Right First Question

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?

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

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. _________________________

If people

___________________ ,

knew | could | provided | accessed | gave | believed

my life would be so much easier.

2. Who are these People we want to reach?

Audience Search Tools Paid Services

Broadly classifies people according to how they use social media/technologies. TECHNOGRAPHICS: BEHAVIORS IN SOCIAL MEDIA Forrester Research

3. What is the social object ? (What is it these people share or have in common?)

The Social “Object” is what connects together these particular people. A thing or experience Lifestyle Idea or Cause Status/Reputation See: Jyri Engestrom

4. How will we make the “social object“ shareable ?

5. What will measure how well we did?

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

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.

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.

6. What will be the channels & platforms ?

MicroBlogging What is it good for? Talking with Listening | Insight Customer Care News Distribution Promotion Activating Managing

Media Sharing Venues What are they good for? Rich Media Channel Multimedia Engagement Joining | Creating Interest Groups Promotions Conversation | Listening

Widgets What are they good for? Mini-portal to website Desktop Engagement Utility Mobility Alerts | Instant Push Messaging

7. What are the resources we will need?

Digital Team Marketing Strategists Customer Service Social Media Specialists Technicians Digital Budget Content Development Engagement Monitoring Reporting Social Media Monitoring Tools & Analysis

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?

Internal Communication 2.0 Link: http://www.youtube.com/watch?v=H_jhLGxH-m4

Connecting with me: LinkedIn: www.linkedin.com/in/lzimmer Facebook: /Linda.Zimmer Twitter: /lgzimmer New Media Training: modernmediainstitute.com Email: [email_address]