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How to Build a Social Media Strategy... And Why!


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This presentation was created to give you a basic understanding of how and why you should build a social media strategy for your organization. The information was boiled down from a much more extensive process that our agency (451 Marketing) performs for our clients over a 3-5 week engagement.

Published in: Business, Technology

How to Build a Social Media Strategy... And Why!

  1. 1. Presented/Narrated by: AJ Gerritson “ How to Build a Social Media Strategy… And Why!”
  2. 2. Who Is Our Presenter? AJ Gerritson Founding Partner of 451 Marketing Frequent Speaker (Regionally and Nationally) 12+ Years of Interactive Marketing, Digital PR, and Traditional Comm.
  3. 3. 7% Who Is 451 Marketing? Founded in February, 2004 Located on School Street in Boston A collaboration of 20 industry veterans committed to being best-of-breed social media, public relations, and creative specialists Clients include Allstate, Westin Hotels, Commonwealth of Massachusetts. Recently launched the website for the Commonwealth of Massachusetts.
  4. 4. I never learned how to Tweet.
  5. 6. Coca-Cola has 3.6 million fans on their Facebook Fan page.
  6. 7. Major corporations are using the tools to stay in touch with their vocal customers. Social Networking Collaborative Tools YouTube, Flicker Blogs
  7. 8. 300,000,000 users (that’s 300 million!) 10 million “fans” sign up to commercial “brand pages” every day.
  8. 9. Perez Hilton a.k.a. Mario Lavanderia 2004 Launched a celebrity gossip website Average 24 - 45 posts per day Earns $111,000 per month in ad sales alone.
  9. 10. Heather Armstrong Forbes Magazine - “Most Influential Women in Media” 2009 Made famous for her website National Advertisers
  10. 11. New research found that companies with the highest levels of social media activity on average increased revenues by 18% in the last 12 months, while the least active saw sales drop 6% over that period. Source - Wetpaint & Altimeter Group
  11. 13. GOAL: Employee Retention and Recruitment TACTICS: Microblogs, Wikis, Podcasts HELPED TO: Extend Communications, Deliver Trainings Globally, Employee Engagement, Perform Jobs More Effectively
  12. 14. GOAL: Develop Customer Service-Centered Brand TACTICS: Twitter HELPED TO: Deliver Swift Customer Service, Engage Customers, Humanize Brand
  13. 15. <ul><li>Blog - $0 </li></ul><ul><li>Podcast - $0 and $2000 </li></ul><ul><li>Video - $0 and $10,000 - $15,000 </li></ul><ul><li>Wiki - about $6500 a year </li></ul><ul><li>Community - $0 (Ning) up to $100,000 </li></ul><ul><li>The greater cost is staff and Content Creation to fill up the social media / new media channels. </li></ul>
  14. 17. How Long is Your Content Effective? 3, 6, 9 months? 1 minute, 1 day, 1 week?
  15. 18. Resources needed to run a campaign effectively Reputation Management Content Research Technologist Content Development Strategist Day to Day Management Practitioner of Social Media Coordination Of all corporate activities Measurement Design Skills
  16. 19. Reasons for Failure <ul><li>Lack of STRATEGY (understanding your customers, crafting relevant messaging, being consistent, monitoring, etc.) </li></ul><ul><li>Lack of internal resources to manage </li></ul>
  17. 22. <ul><li>10.5 million coupons were downloaded, only 4 million were redeemed </li></ul><ul><li>#KFCFail became a trending topic on Twitter quickly </li></ul><ul><li>Oprah and KFC’s brands damaged </li></ul><ul><li>According to Zeta Interactive, when KFC pulled the promotion without explanation, negative ratings shot up to 33% from 11%. </li></ul>
  18. 24. <ul><li>YouTube increased Blendtec’s sales by 800% in less than two years with their “Will it Blend” videos. </li></ul>When It Does Work
  19. 25. Dell can directly track $3 million in sales from using Twitter.
  20. 26. Building a Social Media Strategy
  21. 27. <ul><li>Step 1 – Define Goals and Objectives </li></ul><ul><li>Generate more brand awareness? </li></ul><ul><li>Help recruiting and retention? </li></ul><ul><li>Monitor brand reputation? </li></ul><ul><li>Increase sales? </li></ul>
  22. 28. <ul><li>Step 2 –Where is Your Audience? </li></ul><ul><li>Where can I find my audience? </li></ul><ul><li>Who and where are my evangelists? </li></ul><ul><li>What sites are the most popular with these groups? </li></ul>
  23. 29. <ul><li>Step 3 – Audit Your Resources </li></ul><ul><li>Content? </li></ul><ul><li>Staff? </li></ul><ul><li>Consistency? </li></ul><ul><li>Technology? </li></ul><ul><li>Tools? </li></ul>
  24. 30. <ul><li>Step 4 – Assign Roles and Responsibilities </li></ul><ul><li>Social Media Strategist: defines strategy </li></ul><ul><li>• Social Media Manager: assists in defining the strategy as well as in executing it </li></ul><ul><li>• Public Relations: interacts with bloggers, assumes blogging responsibilities </li></ul><ul><li>• Social Media Metrics: measures social media, reports </li></ul><ul><li>• Legal: ensures FTC laws are followed, provides guidance on user generated content on corporate domain </li></ul><ul><li>• Privacy/Security: protects online corporate assets, privacy law enforcement </li></ul><ul><li>• Customer Relations: responds to customer issues on the social web </li></ul><ul><li>• Advertisement Sales: sells ad space within a social network or community </li></ul><ul><li>• Content Developer: constantly creates relevant and timely content </li></ul>
  25. 31. <ul><li>Step 5 – Define Your Measures of Success </li></ul><ul><ul><ul><li>How many sales/leads were generated? </li></ul></ul></ul><ul><ul><ul><li>How many people are talking about your company? </li></ul></ul></ul><ul><ul><ul><li>How have you reduced operational costs? </li></ul></ul></ul><ul><ul><ul><li>How have you helped recruiting? </li></ul></ul></ul><ul><ul><ul><li>How many downloads? </li></ul></ul></ul><ul><ul><ul><li>How many people viewed a demo? </li></ul></ul></ul>
  26. 32. Step 6 – Establish a protocol 1. What information do we want to keep private? 2. What kinds of information would we benefit from making public? 3. What personal social media use is appropriate? Inappropriate? 4. How will we measure which rules are helpful and which are not? 5. Who are our quality followers? How can we continually engage them? 6. How can we consistently send our messages? 7. Should we have a set of rules for proactive social media use? Reactive social media use? 8. How do we respond to positive engagement versus negative engagement?
  27. 33. Step 7 – Execute Strategy
  28. 34. <ul><li>Step 8 – Measure results </li></ul><ul><ul><ul><ul><li>• Have your networks grown or changed? How? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• Are there new social media roles to explore? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• What worked? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• What didn’t work? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• What can we do differently? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• What should we eliminate? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• What should we focus more on? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• How much time is spent on each social media initiative? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• What is our most valuable feedback? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• How is social media changing right now? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• Are we ahead of our competitors? </li></ul></ul></ul></ul>
  29. 36. <ul><li>Campaign Goals </li></ul><ul><li>Find elusive candidates </li></ul><ul><li>Drive applicants through the website </li></ul><ul><li>Build better relationships </li></ul><ul><li>Create USP </li></ul>
  30. 37. Execution • Developed Strategy • Optimized Website • SEO/PR • Created Social Communities (3 Blogs, 8 Twitter Feeds, 7 LinkedIn Groups) • Trained Staff (Utilize Tools) • Launched “Recruiting 2.0”
  31. 38. Results • 65% Increase in monthly traffic from Google • Pre-campaign 3,486 monthly visitors, last month 15,910 • LinkedIn Groups have become a tremendous applicant and lead source • Over 100k PR impressions • USP “Recruiting 2.0”
  32. 39. <ul><li>How Can we Help You: </li></ul><ul><ul><ul><li>Develop a comprehensive social media marketing strategy </li></ul></ul></ul><ul><ul><ul><li>Instruct and train corporate groups </li></ul></ul></ul><ul><ul><ul><li>Help setup digital initiatives </li></ul></ul></ul><ul><ul><ul><li>Evaluate your ongoing efforts, provide recommendations </li></ul></ul></ul><ul><li>What You Can Expect: </li></ul><ul><ul><ul><li>Increased lead flow and retention rate </li></ul></ul></ul><ul><ul><ul><li>Improve ROI and efficiency </li></ul></ul></ul><ul><ul><ul><li>More meaningful customer engagement </li></ul></ul></ul><ul><ul><ul><li>Culture of business development </li></ul></ul></ul><ul><ul><ul><li>Reduced strain on internal resources </li></ul></ul></ul><ul><ul><ul><li>Decreased operational costs </li></ul></ul></ul><ul><ul><ul><li>Employee retention </li></ul></ul></ul><ul><ul><ul><li>Stronger recruiting efforts </li></ul></ul></ul>
  33. 40. AJ Gerritson, Founding Partner 451 Marketing 21 School Street, 3 rd Floor Boston, MA 02108 617-259-1605 x 204 @ajgerritson