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Getting Started in 5 Easy Steps Creating a Social Media Strategy Heather Whaling Geben Communication gebencommunication.co...
What are we talking about? <ul><li>Social media isn’t: </li></ul><ul><li>Traditional marketing “digitized” </li></ul><ul><...
 
Social Media Trends <ul><li>17% of online time is spent on social networks  </li></ul><ul><li>In 2010, 50% of marketers  (...
Photo Credit: First Monday, Orlando Chamber of Commerce
Be Strategic <ul><li>Step 1: Create measurable goals </li></ul><ul><li>Step 2: Research and listen </li></ul><ul><li>Step ...
Step 1: Create Measurable Goals <ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A ttainable </li></ul><u...
Step 2: Research and Listen <ul><li>Who are you trying to reach? How are they using social media? </li></ul><ul><ul><li>Su...
Case Study:  First Mariner Bank
Step 3: Develop a Network <ul><li>Choose the right tools </li></ul><ul><li>Start interacting </li></ul><ul><li>Create inte...
Step 4: Integrate Online and Offline <ul><li>Cross-promote content </li></ul><ul><li>Balance traditional communication  </...
Case Study:  Geben Gives
Case Study:  Geben Gives
Step 5: Measure ROI and ROE <ul><li>Return on Insight = The New ROI </li></ul><ul><li>Return on Engagement </li></ul><ul><...
<ul><li>“ Planning without action is futile,  </li></ul><ul><li>action without planning is fatal.” </li></ul>Heather Whali...
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Social Media Strategy for Small Business

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5 steps to help a business create a social media strategy. Originally presented to the Westerville Area Chamber of Commerce.

Published in: Business, Technology

Social Media Strategy for Small Business

  1. 1. Getting Started in 5 Easy Steps Creating a Social Media Strategy Heather Whaling Geben Communication gebencommunication.com prTini.com (blog) twitter.com/prTini linkedin.com/in/heatherwhaling
  2. 2. What are we talking about? <ul><li>Social media isn’t: </li></ul><ul><li>Traditional marketing “digitized” </li></ul><ul><li>Quick sales </li></ul><ul><li>Free </li></ul><ul><li>Stand alone </li></ul><ul><li>Social media is: </li></ul><ul><li>Insightful </li></ul><ul><li>Conversational </li></ul><ul><li>Strategic </li></ul><ul><li>Valuable … when done correctly </li></ul>
  3. 4. Social Media Trends <ul><li>17% of online time is spent on social networks </li></ul><ul><li>In 2010, 50% of marketers (read: your competition) will incorporate social media </li></ul><ul><li>Top 5 marketing tactics increasing in 2010: </li></ul><ul><ul><li>Social media (75%) </li></ul></ul><ul><ul><li>Web search/SEO (51%) </li></ul></ul><ul><ul><li>Email campaigns (49%) </li></ul></ul><ul><ul><li>Virtual events (48%) </li></ul></ul><ul><ul><li>Online advertising (28%) </li></ul></ul>
  4. 5. Photo Credit: First Monday, Orlando Chamber of Commerce
  5. 6. Be Strategic <ul><li>Step 1: Create measurable goals </li></ul><ul><li>Step 2: Research and listen </li></ul><ul><li>Step 3: Develop a network </li></ul><ul><li>Step 4: Integrate online and offline </li></ul><ul><li>Step 5: Measure ROI and ROE </li></ul>
  6. 7. Step 1: Create Measurable Goals <ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A ttainable </li></ul><ul><li>R ealistic </li></ul><ul><li>T ime-sensitive </li></ul>Photo credit: Knickerstwist
  7. 8. Step 2: Research and Listen <ul><li>Who are you trying to reach? How are they using social media? </li></ul><ul><ul><li>Surveys, polls, focus groups </li></ul></ul><ul><ul><li>What are people saying? </li></ul></ul><ul><ul><li>Where are they saying it? </li></ul></ul><ul><li>Pay attention to review sites (like Yelp) </li></ul><ul><li>Listen, listen, listen </li></ul>
  8. 9. Case Study: First Mariner Bank
  9. 10. Step 3: Develop a Network <ul><li>Choose the right tools </li></ul><ul><li>Start interacting </li></ul><ul><li>Create interesting content </li></ul><ul><li>Focus on strategy </li></ul><ul><li>Cultivate influencers </li></ul><ul><li>Promote others </li></ul><ul><li>Be creative </li></ul><ul><li>Share, share, share </li></ul>
  10. 11. Step 4: Integrate Online and Offline <ul><li>Cross-promote content </li></ul><ul><li>Balance traditional communication </li></ul><ul><li>and social media </li></ul><ul><li>Enhance media relations </li></ul><ul><ul><li>Talk to reporters on social networks </li></ul></ul><ul><ul><li>HARO and Pitch with Me </li></ul></ul><ul><ul><li>Distribute social media releases </li></ul></ul><ul><li>Use offline tools to drive online efforts … </li></ul><ul><li>and visa versa </li></ul>
  11. 12. Case Study: Geben Gives
  12. 13. Case Study: Geben Gives
  13. 14. Step 5: Measure ROI and ROE <ul><li>Return on Insight = The New ROI </li></ul><ul><li>Return on Engagement </li></ul><ul><ul><li>Twitter followers, lists, retweets and link open-rates </li></ul></ul><ul><ul><li>Blog comments, traffic, inbound links </li></ul></ul><ul><ul><li>Facebook fans, wall posts and comments </li></ul></ul><ul><ul><li>YouTube ratings, embeds on other sites </li></ul></ul><ul><li>Measuring influence requires research </li></ul>
  14. 15. <ul><li>“ Planning without action is futile, </li></ul><ul><li>action without planning is fatal.” </li></ul>Heather Whaling Geben Communication gebencommunication.com prTini.com (blog) twitter.com/prTini linkedin.com/in/heatherwhaling

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