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Social Media Strategy


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Beyond the basics, most social media initiatives crash and burn because of the lack of a cohesive strategic process. Learn the details to creating and implementing a social media plan that produces tangible results and accomplishes critical objectives.

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Social Media Strategy

  1. 1. Social Media Strategy Richard C. Brasser and Kristen Galli The Targeted Group March 17, 2010 ©2010 The Targeted Group
  2. 2. Today’s Presenters: Richard Brasser Kristen Galli Twitter: @socmedia365 Twitter: @TheTG LinkedIn: LinkedIn: Gvoice: 646.719.0619 Gvoice: 407.243.8554 Email: Email: 866-738-8768
  3. 3. 91%
  4. 4. Do you know that 80% of social media initiatives FAIL?
  5. 5. Strategy is KEY
  6. 6. How We Help You Do It Social Media Strategy Roadmap A Social Media Solution will affect many parts of an organization. How will it affect yours? We examine over 130 items critical to developing your social media roadmap. Want a Copy? Look for our TWEET at 3pm EST Follow: @socmedia365 & @TheTG
  7. 7. 10½ Power Steps for your Social Media Strategy 1. Listen 6. Develop a Content Strategy 2. Internal Development 7. Choose your Tools 3. Define Objectives and Goals 8. Publish your Content 4. Identify the Playground 9. Engage your Audience 5. Identify Key Influencers 10. Measure your Results 10 ½. Constantly Refine your Strategy
  8. 8. Step 1: Listen • Who is talking about you • What are they saying • Is it positive or negative • Where are the conversations taking place • What are your competitors doing • What’s the buzz about them • What content resonates with your audience • Where else is your audience talking • What social sites have the most conversations • Who are the thought leaders you should connect with • What are your opportunities and threats
  9. 9. ACTION STEPS Monitor your brand on the internet using these tools: Global Internet: Twitter: Google Alerts Twitter Search Social Mention Monitter Jodange Twilert Trendrr Message Boards and Blogs: Forums: Technorati BoardTracker Google Blog Search BoardReader IceRocket Facebook: Paid Subscription Services: Lexicon Nielsen BuzzMetrics Radian6
  10. 10. Step 2: Internal Development Get your ducks in a row before starting
  11. 11. ACTION STEPS Questions to ask when developing your internal policy: Draft your Social Media Policy Think about WHO Which people in your company will be responsible for implementing your strategy? Developing a Social Media Policy Think about WHEN An introductory guide to the essentials of How often should communication go developing a social media policy out? Think about HOW Have a social media 101 training session so all employees are aware of the policies and guidelines.
  12. 12. Step 3: Define Objectives & Goals
  13. 13. ACTION STEPS Common Business Goals: • Increase Brand Reputation • Increase Brand Awareness • Increase Share of Voice • Promote Thought Leadership • Humanize your Brand • Improve Customer Service • Increase Retention Rates • Increase Sales Think about. . . how are you going to measure these?
  14. 14. Case Study: Stormhoeck Wines
  15. 15. Step 4: Identify the Playground
  16. 16. ACTION STEPS How to find where your customers are engaging online: • Google Search • Blog Search: Bloglines • Forum Search: • Article Commenting: 100 + bookmarks • Social Networking Searches • Review Sites: Amazon • SIMPLY ASK
  17. 17. Step 5: Identify Key Influencers
  18. 18. ACTION STEPS Things to look at when identifying a key influencer: • Traffic to their blog or Twitter page • Inbound links to their site or blog • Reader engagement: Time spent on their site or comments made on their blog • Recommendations: Number of retweets (Tweetmeme), bookmarking, sharing of content • Connections: Number of followers across multiple social sites • Track record: Age of domain, number of blog posts
  19. 19. Be Careful of a Common Mistake
  20. 20. Step 6: Develop a Content Strategy
  21. 21. Case Study: Reeds Ginger Brew
  22. 22. ACTION STEPS Things to think about when developing your content strategy • What resonates with your audience • How do you want to position yourself and your company • What are you uniquely knowledgeable about in your world • What topics are being discussed most frequently in your industry
  23. 23. Step 7: Choose your Tools
  24. 24. ACTION STEPS • Increase Brand Reputation – Facebook, Twitter, Blogs • Promote Thought Leadership – Blogs, Twitter, LinkedIn • Humanize your Brand – YouTube, Flickr • Accelerate R & D and Product Design – Polls, Ratings • Improve Customer Service – Twitter, Facebook, Chat • Increase Retention Rates – Online Community • Increase Sales – All of the Above…when used correctly
  25. 25. Step 8: Publish your Content
  27. 27. ACTION STEPS Types of content you can publish: • Blogs • Vlogs • Videos and Pictures • Status Updates on Networking Sites • Upcoming Events • Press Releases • Contests • Promotions • Forums
  28. 28. Step 9: Engage your Audience
  29. 29. Case Study:
  30. 30. Experts sharing: •Honest experiences •Real videos and pics •Special tips •Networking •Experience sharing •Forum questions •Commenting
  31. 31. ACTION STEPS Things that can help you increase your audience engagement: • Moderated Questions • Ratings and Reviews • Polls • Discussion Boards • Contests • Online Chat • Games • Videos • Breaking News and Announcements
  32. 32. Step 10: Measure your Results
  33. 33. ACTION STEPS Things to consider when you measure your results: • Traffic • Leads • Search Engine Optimization • Customer Engagement • Retention • Profit
  34. 34. ADVANCED STEPS More detailed understanding of your audience
  35. 35. Step 10½ … Constantly Refine your Strategy
  36. 36. ACTION STEPS Things to consider when refining your strategy Interpret Changes and Trends in: • Online Community Participation • Comment and Review Sentiment • Percentage of Members Participating • Words or Phrases that Spark Response • Feedback on Content and Trends