Social Media - Beyond the
Basics
Social Media
 Statistics
The five motivators behind social
media
The five motivators behind social
media

    • relationship
The five motivators behind social
media

    • relationship
    • emotion
The five motivators behind social
media

    • relationship
    • emotion
    • information
The five motivators behind social
media

    • relationship
    • emotion
    • information
    • promotions
The five motivators behind social
media

    • relationship
    • emotion
    • information
    • promotions
    • savings
The 5 key steps to Social Media
The 5 key steps to Social Media

    • plan
The 5 key steps to Social Media

    • plan
    • create
The 5 key steps to Social Media

    • plan
    • create
    • execute
The 5 key steps to Social Media

    • plan
    • create
    • execute
    • measure
The 5 key steps to Social Media

    • plan
    • create
    • execute
    • measure
    • rinse & repeat
Social Media =
 • 

      • 

           • 

                • 

                     •

                         • 
Social Media =writing a story
 • 

      • 

           • 

                • 

                     •

                  ...
Social Media =writing a story
 • 
  Who?

    • 
     What?

         • 
          Where?

             • 
              W...
What?
What?
• what is your goal?
What?
• what is your goal?

• what is your message?
What?
• what is your goal?

• what is your message?

• what is your voice?
Who?
Who?
• who are you trying to reach?
Who?
• who are you trying to reach?
     DEMOGRAPHICS!
Who?
• who are you trying to reach?
      DEMOGRAPHICS!

        Agency Speak Demographics
 Gender     Age        Income
 ...
Who?
• who are you trying to reach?
     DEMOGRAPHICS!
    Web 2.0 speak demographics
       • young teens (12 -17)

     ...
Who?

• who will do the heavy lifting?
Who?

• who will do the heavy lifting?

  • plan
  • create
  • execute
  • measure
Who?

• who will do the heavy lifting?

  • plan      brand strategist
  • create
  • execute
  • measure
Who?

• who will do the heavy lifting?

  • plan      brand strategist
  • create    art / copy / photos / video
  • execu...
Who?

• who will do the heavy lifting?

  • plan      brand strategist
  • create    art / copy / photos / video
  • execu...
Who?

• who will do the heavy lifting?

  • plan      brand strategist
  • create    art / copy / photos / video
  • execu...
Where?
• where do you say it?
Where?
• where do you say it?
Where?
• where do you say it?




 TIP: Don’t forget the “niche” social networks
When?
• when do you say it?
When?
• when do you say it?
    Think like your target!
When?
• when do you say it?
    Think like your target!

      • time of day
When?
• when do you say it?
    Think like your target!

      • time of day
      • day of the week
When?
• when do you say it?
    Think like your target!

      • time of day
      • day of the week
      • cultural habi...
Why?
• why does your audience want
to interact with you?
Why?
• why does your audience want
to interact with you? CONTENT!
Why?
• why does your audience want
to interact with you? CONTENT!

    3 types of content
    • planned
    • ad-hoc
    •...
How?
How?
• how are we doing?
How?
• how are we doing?


   ROI
How?
• how are we doing?

            #
   ROI      of
How?
• how are we doing?

               #
    ROI        of

engagement = interactions / touches
How?
• how are we doing?

               #
    ROI        of

engagement = interactions / touches
measurement = quality vs...
Questions?
Social Media - Beyond the
Basics

Mike Craney
mike@ewbullock.com
www.ewbullock.com
slideshare.net/MikeCraney
twitter.com/C...
Social Media - Beyond the Basics
Upcoming SlideShare
Loading in …5
×

Social Media - Beyond the Basics

796 views

Published on

More than stats - the method behind the madness of social media

Published in: Business, Technology

Social Media - Beyond the Basics

  1. 1. Social Media - Beyond the Basics
  2. 2. Social Media Statistics
  3. 3. The five motivators behind social media
  4. 4. The five motivators behind social media • relationship
  5. 5. The five motivators behind social media • relationship • emotion
  6. 6. The five motivators behind social media • relationship • emotion • information
  7. 7. The five motivators behind social media • relationship • emotion • information • promotions
  8. 8. The five motivators behind social media • relationship • emotion • information • promotions • savings
  9. 9. The 5 key steps to Social Media
  10. 10. The 5 key steps to Social Media • plan
  11. 11. The 5 key steps to Social Media • plan • create
  12. 12. The 5 key steps to Social Media • plan • create • execute
  13. 13. The 5 key steps to Social Media • plan • create • execute • measure
  14. 14. The 5 key steps to Social Media • plan • create • execute • measure • rinse & repeat
  15. 15. Social Media = •  •  •  •  • • 
  16. 16. Social Media =writing a story •  •  •  •  • • 
  17. 17. Social Media =writing a story •  Who? •  What? •  Where? •  When? • Why? •  How?
  18. 18. What?
  19. 19. What? • what is your goal?
  20. 20. What? • what is your goal? • what is your message?
  21. 21. What? • what is your goal? • what is your message? • what is your voice?
  22. 22. Who?
  23. 23. Who? • who are you trying to reach?
  24. 24. Who? • who are you trying to reach? DEMOGRAPHICS!
  25. 25. Who? • who are you trying to reach? DEMOGRAPHICS! Agency Speak Demographics Gender Age Income male 18-24 less than $30,000 female 25-54 $30,000 - $49,000 18-34 $50,000 - $74,000 35-64 $75,000 - $100,000 35+ $100,000+ 65+
  26. 26. Who? • who are you trying to reach? DEMOGRAPHICS! Web 2.0 speak demographics • young teens (12 -17) • youth (18 -21) • millennials (22 -26) • generation x (27-40) • young boomers (41-50) • older boomers (51-61) • seniors (62 plus)
  27. 27. Who? • who will do the heavy lifting?
  28. 28. Who? • who will do the heavy lifting? • plan • create • execute • measure
  29. 29. Who? • who will do the heavy lifting? • plan brand strategist • create • execute • measure
  30. 30. Who? • who will do the heavy lifting? • plan brand strategist • create art / copy / photos / video • execute • measure
  31. 31. Who? • who will do the heavy lifting? • plan brand strategist • create art / copy / photos / video • execute community manager • measure
  32. 32. Who? • who will do the heavy lifting? • plan brand strategist • create art / copy / photos / video • execute community manager • measure brand strategist
  33. 33. Where? • where do you say it?
  34. 34. Where? • where do you say it?
  35. 35. Where? • where do you say it? TIP: Don’t forget the “niche” social networks
  36. 36. When? • when do you say it?
  37. 37. When? • when do you say it? Think like your target!
  38. 38. When? • when do you say it? Think like your target! • time of day
  39. 39. When? • when do you say it? Think like your target! • time of day • day of the week
  40. 40. When? • when do you say it? Think like your target! • time of day • day of the week • cultural habits
  41. 41. Why? • why does your audience want to interact with you?
  42. 42. Why? • why does your audience want to interact with you? CONTENT!
  43. 43. Why? • why does your audience want to interact with you? CONTENT! 3 types of content • planned • ad-hoc • conversational
  44. 44. How?
  45. 45. How? • how are we doing?
  46. 46. How? • how are we doing? ROI
  47. 47. How? • how are we doing? # ROI of
  48. 48. How? • how are we doing? # ROI of engagement = interactions / touches
  49. 49. How? • how are we doing? # ROI of engagement = interactions / touches measurement = quality vs quantity
  50. 50. Questions?
  51. 51. Social Media - Beyond the Basics Mike Craney mike@ewbullock.com www.ewbullock.com slideshare.net/MikeCraney twitter.com/CraneyMC facebook.com/mike.craney

×