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Social media strategy


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This presentation introcudes a framework for social media strategy and execution. The framework goes under the working name "Carl Mace TM"

The purpose is to shift the focus away from the tools (Twitter, Facebook, YouTube etc) to what really matters in interactions with other people, i.e. understanding the audience, creating remarkable content, and engaging in a conversation.

The framework also addresses three execution steps: 1) Listen and respond, 2) Engage and Activate, and 3) Measure,

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Social media strategy

  1. 1. Social Media Marketing<br />How to get it right!<br />1<br />Håkan Söderbom<br /><br />
  2. 2. After this, you will…<br />Not panic!<br />Have a framework for preparing social marketing<br />Know how to execute social marketing activities<br />2<br />
  3. 3. Håkan Sö<br />3<br />
  4. 4. Strategy + Execution<br />4<br /><br />Make it facts based!<br />Measure<br />Conversation<br />Where<br />Engage & Activate<br />Content<br />What<br />Listen & Respond<br />Audience<br />Who<br />
  5. 5. Audience<br />5<br /><br />Keywords<br />Segmentation<br />Demographics<br />Firmographics<br />Psychographics<br />2-stage/5-stage/bottom-up<br />Persona<br />Affinity<br />Admire<br />Similar<br />Point!<br />Audience segmentation helps you understand what engages your customer<br />Helpful<br />Trusted<br />Engaging<br />
  6. 6. Content<br />6<br /><br />Keywords<br />Relevance<br />Remarkable<br />Experiences<br />Media<br />Differentiation<br />Curating<br />Schedule<br />Creation<br />Delivery<br />Governance<br />Point!<br />The right content is what enables you to engage and captivate your customer<br />Ownership<br />Schedule<br />SEO<br />
  7. 7. Conversation<br />7<br />Keywords<br />Listening<br />Dialog<br />Destinations<br />Multipliers<br />Tone<br />Timing<br />Point!<br />The conversation is the new marketing component that is effective with both individuals and crowds.<br />7<br />
  8. 8. Part 2<br />8<br /><br />Measure<br />Engage & Activate<br />Listen & Respond<br />
  9. 9. Listen & Respond<br />9<br />Keywords<br />Alerts<br />Sentiment<br />Brand<br />Products<br />Competitors<br />Reputation Management<br />Starter<br /><ul><li>Google Alerts
  10. 10. SocialMention
  11. 11. Twilert
  12. 12. Technorati
  13. 13. Google Reader
  14. 14. Summize
  15. 15. LinkChecker</li></ul>Premium<br /><ul><li>Radian 6
  16. 16. BuzzLogic
  17. 17. Visible Tech.</li></ul>Point!<br />Listen to the grape-vine, use tools to stay up-to-date.<br />Respond to create influence and visibility.<br />9<br />
  18. 18. Engage & Activate<br />10<br /><br />Keywords<br />Trusted source<br />Conversation leader<br />Create response<br />Point!<br />Grow your online “portal” and bring people “home” where you are in control.<br />Get people to “do” something!<br />
  19. 19. Measure<br />Corporate goals and metrics<br />Understand what is in place<br />Add what new media enables<br />Create baseline figures and insight<br />Align with social media metrics<br />Track activity produced (activity)<br />People seeing your activity (reach)<br />Responses (engagement)<br />Refine and repeat<br />After the first round, put measurement first<br />11<br /><br />
  20. 20. ACC LR EA M<br />Audience Segmentation<br />Content Strategy<br />Conversation Strategy<br />Listen & Respond<br />Engage & Activate<br />Measure<br />12<br />CARL MACE™<br />
  21. 21. Other<br />Organization & the Team<br />The role of the Social Media Lead<br />Baseline your presence<br />The Marketing Mix<br />Events<br />Sales meetings<br />Collateral<br />eMail<br />Websites<br />Integration<br />Technical<br />Processes<br />People<br />13<br /><br />
  22. 22. Our strategy<br />Visible<br />Valued<br />14<br />
  23. 23. Call to Action<br />Call for advice<br />LinkedIn profile review<br />Recommend to project owners<br />Small: set up personal or company website <br />Large: worldwide social media for Boeing<br />Photographs<br />PNG with transparent background<br />JPG with standard background<br />$10, pay to PayPal:<br />15<br /><br />Doesn’t have to cost much, or anything<br />
  24. 24. Thank You!<br /><br /> <br />16<br />