Social Media Strategy - Understanding the Need for One and the Consequences of NOT Having One.


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Sally Falkow, of Expansion Plus, who was recently named to the list of "25 Women Who Rock Social Media" and Chris Abraham of Abraham Harrison, who has been a top social media and technology strategist for over a decade, are going to be addressing the need for a strategy when diving into the waters for Social Media. Many people have already set up their Twitter and Facebook accounts and are now unsure of how to navigate the tidal wave that social media has become. Tune in to gain insights into the importance of strategy and how to be strategic in order to stay afloat.

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Social Media Strategy - Understanding the Need for One and the Consequences of NOT Having One.

  1. 1. Social Media Strategy
  2. 2. Guest Presenter <ul><li>Chris Abraham </li></ul><ul><li>Abraham&Harrison </li></ul>
  3. 3. It’s Not Going Away! <ul><li>SM is part of our lives now </li></ul><ul><li>70% of reporters use SM to do their jobs </li></ul><ul><li>Search social and marketing are becoming intertwined </li></ul>
  4. 4. Trends for 2010 <ul><li>Branded Content – think like a publisher </li></ul><ul><li>Video, video, video. YouTube is the 2 nd largest search engine today </li></ul><ul><li>Move from broadcast mode to engagement and dialog </li></ul>
  5. 5. Where are you in this process? <ul><li>Still experimenting </li></ul><ul><li>Checklist approach </li></ul><ul><li>Still broadcasting </li></ul><ul><li>Strategic engagement to meet business goals </li></ul>
  6. 6. <ul><li>Look internally – culture and regulations </li></ul><ul><li>Any issues to address </li></ul><ul><li>Business goals </li></ul>Where to Start
  7. 7. A New Approach <ul><li>Listen </li></ul><ul><li>Learn </li></ul><ul><li>Respond </li></ul><ul><li>Measure </li></ul>
  8. 8. <ul><li>Listen and evaluate content of conversations </li></ul><ul><li>Set goals based on what you find </li></ul><ul><li>2. Find communities that matter </li></ul><ul><li>4. Identify relevant influencers </li></ul><ul><li>5. Develop a content strategy </li></ul><ul><li>6. Choose the tools and platforms </li></ul><ul><li>7. Deliver content that sparks conversations </li></ul><ul><li>8. Engage with your audience </li></ul><ul><li>9. Facilitate conversations between others </li></ul><ul><li>10. Measure results </li></ul>
  9. 9. Identify Resources <ul><li>How can you reach out to the people you currently communicate with? </li></ul><ul><li>What content can you give them that has value? </li></ul><ul><li>Identify resources and topics for content? </li></ul><ul><li>People/time needed for a social program? </li></ul>
  10. 10. What Are They Saying?
  11. 11. Monitor Conversations <ul><li>Only 16% of CMOs say they are monitoring online mentions of their company and brands </li></ul><ul><li>CMO Council </li></ul>
  12. 12. Data Collection System
  13. 13. Find Communities that Matter Image:
  14. 16. Identify Influencers <ul><li>Technorati – Rank & Authority </li></ul><ul><li>PostRank </li></ul><ul><li> </li></ul><ul><li>Alexa </li></ul><ul><li>Quantcast </li></ul><ul><li>Yahoo Site Explorer </li></ul><ul><li>Twitalyzer </li></ul><ul><li>ReTweetist </li></ul><ul><li>Klout </li></ul>
  15. 17. Develop Your Content Strategy <ul><li>Use data found – who , where , what </li></ul><ul><li>What do you have? Digital Assets </li></ul><ul><li>What can be repurposed? </li></ul><ul><li>Pick Your Tools </li></ul>
  16. 18. Tools <ul><li>Optimized press releases & articles </li></ul><ul><li>Social Media Press Releases </li></ul><ul><li>Blogs </li></ul><ul><li>Blogger Outreach </li></ul><ul><li>Micro blogging (Twitter) </li></ul><ul><li>Podcasts </li></ul><ul><li>Videocasts </li></ul><ul><li>Feeds (RSS -really simple syndication) </li></ul><ul><li>Socialize your web content – tagging bookmarking </li></ul><ul><li>Social Networks </li></ul><ul><li>Social Media News Sites </li></ul><ul><li>Social Media Newsroom </li></ul>
  17. 23. Engage and Facilitate Conversations <ul><li>Less than 20% of companies active in social media engage with their audience </li></ul><ul><li>Studies show that those most active and engaged do better financially </li></ul>
  18. 24. How to Get Engagement <ul><li>Be a genuine member of the online community </li></ul><ul><li>Actively participate in the conversations </li></ul><ul><li>Offer them valuable, interesting content </li></ul><ul><li>Provide ways for your audience to talk to each other </li></ul><ul><li>Give them tools for creating and sharing content </li></ul>
  19. 25. Measure Results <ul><li>Search ranking for news content </li></ul><ul><li># of bloggers allied </li></ul><ul><li>Search visibility for your blog </li></ul><ul><li>Inbound links to your site and blog </li></ul><ul><li>Traffic referred form articles and other news content </li></ul><ul><li>Downloads of podcasts </li></ul><ul><li>Video views and downloads </li></ul><ul><li># of articles tagged to social media sites </li></ul><ul><li>RSS feed traffic to the site </li></ul><ul><li>Unique visitors to the newsroom </li></ul><ul><li>Time spent on site </li></ul>
  20. 26. Perception <ul><li>% of positive vs negative comments, posts, tweets, reviews about your company </li></ul><ul><li>(Dell went from >50% negative to <20% in two years) </li></ul><ul><li>% of positive content on page one and two in Google for your name and brands </li></ul>
  21. 27. Engagement <ul><li>Comments </li></ul><ul><li>Tweets </li></ul><ul><li>Reviews </li></ul><ul><li>Blog posts </li></ul><ul><li>Chat in Groups and Forums </li></ul>
  22. 28. Download Whitepaper <ul><li> </li></ul>
  23. 30. CONTACT US <ul><li>Sally Falkow </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>Blog: </li></ul><ul><li>Chris Abraham </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>Blog: </li></ul>