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10 Essential Elements of a Mature Social Media Marketing Strategy - Kent Lewis


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10 Essential Elements of a Mature Social Media Marketing Strategy
Kent Lewis, Anvil Media

Like many businesses, you now have active profiles on Facebook, Twitter, LinkedIn and YouTube. Similar to other marketers, you’re now measuring the impact of social media marketing on your bottom line. If you’re in the same situation as everyone else, you’re also asking, “What’s next?” Kent Lewis, President & Founder of Anvil Media, will outline essential elements of a mature social media marketing strategy—from philosophy to analytics. You'll discover the most effective best practices for high ROI social media campaigns, and see and real-world examples based on detailed research and 14 years of experience developing social media strategies for clients. You'll leave this session with a framework to develop, refine and improve the ROI on your social programs.

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10 Essential Elements of a Mature Social Media Marketing Strategy - Kent Lewis

  1. 1. 10 Essential Elements of a Mature Social Media Marketing Strategy Presenter: @KentLewis President & Founder
  2. 2. AgendaState of Social10 Essential Elements of a Social StrategyEmployee Training & ToolsLooking AheadResources
  3. 3. About Anvil MediaAnvil Media, Inc. is a digital marketing agency specializing in searchengine marketing (SEM) services including web analytics, site conversionoptimization, search engine optimization (SEO), pay-per-click (PPC)management, mobile and social media marketing.
  4. 4. Benefits of Social MediaGain industry and constituent insightsProvide affordable customer serviceCreate or extend brand awarenessBuild community & thought leadershipGenerate measurable top line revenue
  5. 5. Social Activity Expanding
  6. 6. So Are The Conversations
  7. 7. Social Tools For Business
  8. 8. Social Media As Customer Service
  9. 9. Measurement Methods
  10. 10. Who’s Tracking Social Media?Percent of US Marketers who Track Social Media -25.00% 0.00% 25.00% 50.00% 75.00% Increase in friends/followers/fans 66% Site traffic driven by social 60% Mentions 39% New leads generated 36% Sales 29% Key influencers and reach of messaging 26%Duration of engagement of period of time 22%
  11. 11. Social Media Marketing Efficacy
  12. 12. Social Media Budget Trends
  13. 13. Platforms
  14. 14. 10 Essential Elements of an Effective Social Media Strategy
  15. 15. 1. Philosophy Social Media Evangelist vs. Manager Audience segmentation Empathy, insights & action Authenticity, transparency & honesty
  16. 16. 2. Platform Optimization (Re)claim brands & trademarks Optimize each platform for visibility Track evolving platforms and features Develop & track relevant KPIs
  17. 17. 3. Voice Unique, Consistent & Relevant One vs. Many Minimize automation & cross-posting Consider “Social Brand Manager” role
  18. 18. 4. Content (Is King) Consistently high-value Original & unique Based on objectives & trends Incorporating reference points
  19. 19. 5. Generosity Reciprocation: likes, follows, mentions Sharing: industry news & trends Saying “Thanks” to fans & followers Pay it Forward!
  20. 20. 6. Velocity Balance between visibility & nuisance Schedule regular updates Post important content 2-4 times Utilize unique tracking URLs for testing
  21. 21. 7. Administration Privacy policy & legal disclaimer Properly secure profile access Properly secure profile data Prepare ORM contingency plan
  22. 22. 8.Training Create & share social media guidelines Leverage management tools (HootSuite) Involve key decision makers (HR, legal) Consider certification courses
  23. 23. 9. Commitment Internal (and external) resources Budget for marketing & maintenance Consistent dedication over time Maintain strategic direction & focus
  24. 24. 10. Critical Social Analytics1. Conversions2. Qualified Visitors/Fans/Prospects3. Engagement Metrics4. Overall Visibility and/or Sentiment
  25. 25. Employee Training & Tools
  26. 26. Sample Employee GuidelinesBe transparent, judicious, humble, human, professional, smartTalk about what you know and add value; know your audienceMake it interesting, unique, remarkable, informative, funThink before you post or replyRespect the privacy and opinions of others (even competitors)Don’t pick fights, and be the first to correct your mistakesHonor confidentiality, proprietary information & IPRespect copyright, fair use and financial disclosure lawsGain approval and cite your sources, before postingUnderstand terms of service of social platformsLeverage social media to increase, not decrease productivityReport any policy violations to management
  27. 27. Solution: Hiring for Social MediaIdeal Education/Experience Marketing and/or communications degree Sociology or psychology or economics are helpfulDesirable Skills Proficient written and verbal skills Familiarity & experience with social/web platformsBonus Talents High level of intuition and empathy (for customers) Passion for all things internet & technology Ability to gain insights from reams of data
  28. 28. Solution: Social Media TrainingFinalize & distribute Social Media GuidelinesIncorporate training into on-boarding processMandate training for employees touching socialSelect ambassadors for remainder of company Provide initial training and professional development Foster employee interaction with ambassadors Empower ambassadors to host trainingsShare social results in company communications
  29. 29. Social Mention Individual searches or updates Tracks strength & sentiment Measures passion & reach
  30. 30. HootSuite Manage multiple profiles Schedule & measure tweets Integration with Google Analytics
  31. 31. Looking Ahead
  32. 32. Evolving Social Platforms
  33. 33. Timeless Parting AdviceDon’t criticize, condemn, or complain.Give honest and sincere appreciation.Arouse in the other person an eager want.Be a good listener. Encourage others to talk about themselves.The only way to get the best of an argument is to avoid it.Show respect for the other persons opinions. Never say "Youre Wrong."If youre wrong, admit it quickly and emphatically.Dramatize your ideas.Throw down a challenge.
  34. 34. Read articles & white papers in Anvil Resources sectionSign up for our monthly email newsletterRead our blog or follow us on Twitter (@AnvilMedia)Ask questions about social media, search or mobile marketing@KentLewisPresident & FounderAnvil Media,