Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Strategically Defining
YOUR Social Media Tactics
November 18, 2013
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Res...
Who I Am

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Right...
Why?
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Res...
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved...
Primary Challenge — Social Media Impact

56%
Unable to link social media
to business outcomes
Source: Altimeter Group
© AD...
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

Source: Search Engine Journal

© ADVICE INTERACTIVE GROUP, L...
Who is telling YOUR story?

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP, LLC ...
“Marketing strategy is
only as good as it is (right
now). It requires full
participation from brand
marketers and business...
Strategy
vs.
Tactics
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP, LLC | 2013 ...
Strategy

“How do we get there?”
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP,...
Tactic

“How EXACTLY do we get
there?”

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE...
You Want To
Be Here

You Are Here
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP...
You Want To
Be Here

You Are Here
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP...
My Definition of STRATEGY

A plan of all actions (tactics) required to meet
company’s mission, goals, and objectives.
© AD...
Goals are BROAD
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All...
Objectives are SPECIFIC
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP, LLC | 20...
Build Up Your Social Networks
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP, LL...
Engaging Your Audiences
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP, LLC | 20...
No Strategy = Failed Campaigns

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP, ...
Example — Achieving Success
Preliminary Goal:

Revised objective:

We want to grow our
social community to
provide more re...
Example — Reporting Success
Reporting on
Growth:
20% growth in social

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights...
Real-Time Approach
1. Act in the moment, be fluid
2. Enable the spirit of your audience
3. A company’s visibility is what ...
So What?
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights...
You Don’t Sell or Buy Social Media

The product is the PROCESS
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserve...
The Social Engagement Sprocket
Professional
Journals

Pinterest

Facebook

Interviews

YOUR
Website
Comdata
and Blog

Link...
Sample Editorial Calendar
TOPIC/TITLE

CONTENT/DETAILS

KEYWORD(S)

TARGET PERSONA

Call To Action

Blog 1
Due Date:
Publi...
Press
Releases

Facebook
Friends

Twitter
Followers

RSS Feed

LinkedIn

Content
Sharing

Comdata
SVS
Bookmarking
Accounts...
Press
Releases

Bloggers

Linked In
network
New
Content
Streams

FB Friends
Twitter
Followers
Popularity
Streams

YOUR

2n...
Key Takeaways
1

Commit to it

2

Plan ahead

3

Revise, revise, revise

4

Be creative

5

Be genuine

6

Use common sens...
Randall Turner
COO — Advice Interactive Group
5900 Lake Forest Drive, Ste. 120
McKinney, TX 75070
(O) 214.310.1356
rturner...
Upcoming SlideShare
Loading in …5
×

Strategically Defining Your Social Media Tactics - StateofSearch 2013

477 views

Published on

This presentation doesn't focus on tactical examples or a social media process you should follow. This is all about making brands and marketeers think strategically so they can define the real product, which is the process.

You should be able to put a stamp on a process and call it yours. That is how you profoundly differentiate one agency or strategy from the other.

This presentation is intended to make you start thinking critically, and I hope you can walk away from it with an enlightened thought process as it relates to the way you approach digital marketing.

Lastly, use this as a tool for buying and selling social media, SEO

Published in: Marketing, Technology, Business
  • Be the first to comment

Strategically Defining Your Social Media Tactics - StateofSearch 2013

  1. 1. Strategically Defining YOUR Social Media Tactics November 18, 2013 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1 1
  2. 2. Who I Am © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2 2
  3. 3. Why? © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 3 3
  4. 4. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4 4
  5. 5. Primary Challenge — Social Media Impact 56% Unable to link social media to business outcomes Source: Altimeter Group © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5 5
  6. 6. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Source: Search Engine Journal © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 6
  7. 7. Who is telling YOUR story? © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7 7
  8. 8. “Marketing strategy is only as good as it is (right now). It requires full participation from brand marketers and business proprietors…” — Rob Garner, Author © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 8
  9. 9. Strategy vs. Tactics © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 9
  10. 10. Strategy “How do we get there?” © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10 10
  11. 11. Tactic “How EXACTLY do we get there?” © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11 11
  12. 12. You Want To Be Here You Are Here © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12 12
  13. 13. You Want To Be Here You Are Here © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13 13
  14. 14. My Definition of STRATEGY A plan of all actions (tactics) required to meet company’s mission, goals, and objectives. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14 14
  15. 15. Goals are BROAD © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15 15
  16. 16. Objectives are SPECIFIC © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16 16
  17. 17. Build Up Your Social Networks © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17 17
  18. 18. Engaging Your Audiences © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18 18
  19. 19. No Strategy = Failed Campaigns © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19 19
  20. 20. Example — Achieving Success Preliminary Goal: Revised objective: We want to grow our social community to provide more real-time updates. We want to grow our social community by 25% this year. Specific objective with measurable KPI © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20 20
  21. 21. Example — Reporting Success Reporting on Growth: 20% growth in social © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Reporting on KPI: Social campaign fell short by 5% of target audience 21 21
  22. 22. Real-Time Approach 1. Act in the moment, be fluid 2. Enable the spirit of your audience 3. A company’s visibility is what it says about itself and what others say 4. Reach out to audiences in real time in a sincere and present manner © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22 22
  23. 23. So What? © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23 23
  24. 24. You Don’t Sell or Buy Social Media The product is the PROCESS © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24 24
  25. 25. The Social Engagement Sprocket Professional Journals Pinterest Facebook Interviews YOUR Website Comdata and Blog LinkedIn Twitter SVS Press Releases Google+ Slideshare YouTube © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25 25
  26. 26. Sample Editorial Calendar TOPIC/TITLE CONTENT/DETAILS KEYWORD(S) TARGET PERSONA Call To Action Blog 1 Due Date: Publish Date: 11/18/13 Survey Says: ClearPath Analytics Decreases Employee Turnover Rates 11/20/13 ClearPath Benchmarking analysis helps you Employee Survey, understand why employees leave companies and Employee Surveys what you can do to keep yours. Managers, Employees, HR Call for your free quot Follow us on Faceboo and Twitter for the late news. 11/22/13 Decrease Turnover: Employee Satisfaction Surveys Improve 11/27/13 Organizational Performance Understand the company culture, access employee benefits, improve teamwork, improve satisfaction and productivity, access employees' long term commitments, identify succession planning needs, improve the work lives of all employees Managers, Employees, HR Call for your free quot Follow us on Faceboo and Twitter for the late news. Managers, HR Call for your free quot Follow us on Faceboo and Twitter for the late news. Blog 2 Due Date: Publish Date: Employee Satisfaction Survey, Employee Satisfaction Surveys Blog 3 Due Date: Publish Date: Organizational 11/29/13 Communication Key to Success: Create Gain a clear understanding of employee Common Language Within Your impressions, assumptions, views and sentiments, Communication 12/4/13 Organization measure misconceptions, build stronger relationships between management and staff © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26 26
  27. 27. Press Releases Facebook Friends Twitter Followers RSS Feed LinkedIn Content Sharing Comdata SVS Bookmarking Accounts © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Google+ Blog Email 27 27
  28. 28. Press Releases Bloggers Linked In network New Content Streams FB Friends Twitter Followers Popularity Streams YOUR 2nd Tier visibility Publishing Platform Triggers ACTIVE SHARING — Geographic keywords Extending YOUR RSS Feed Subscribers Bookmarking Sites © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Content Content Tagged from Keywords Your Blog Audience Discovery Streams 28 28
  29. 29. Key Takeaways 1 Commit to it 2 Plan ahead 3 Revise, revise, revise 4 Be creative 5 Be genuine 6 Use common sense 7 Update regularly 8 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Communicate to others 29 29
  30. 30. Randall Turner COO — Advice Interactive Group 5900 Lake Forest Drive, Ste. 120 McKinney, TX 75070 (O) 214.310.1356 rturner@adviceinteractive.com © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30 30

×