1
 This webinar will be available afterwards atmarketing.wtwhmedia.com & email Q&A at the end of the presentation Hashtag...
Lance Brown@WTWH_SocialGuruHeather Centorbi@WTWH_SocialXprtPresenters3
Poll: How Would You Rate YourSocial Media Knowledge?4
Business is GoingBack to the ButcherIntimateSocial-BasedMarketplace• Relationships• Word-of-Mouth• ProximityDistantEarly M...
External Challenges We don’t own the platforms Landscape is constantlychanging Can’t long-term strategize How we use s...
EVERYONE!!!  Marketing (Generally leads) PR – Outbound communication Customer Support – “Social care” HR – Recruiting...
IdentifyPlanExecute8 Identify1. Objectives2. Audience3. Content Plan4. Establish Goals5. Delegate Responsibility6. Organ...
Poll: Do You Have A CurrentSocial Media Strategy?9
10Steps: 1-3Identify
Decrease Expenses Social recruiting Customer support MarketingIncrease Sales Customer retention Brand awareness (TOMA...
Who are you trying to reach? Consider the following:◦ Demographics◦ Likes/Dislikes◦ How do they use social media?◦ What r...
 What do you have to offer that adds value? Put yourself in the customer’s shoes◦ Why would I want to follow you?◦ Peopl...
 Webinars◦ GoToWebinar◦ ON24◦ Webex Infographics◦ infogr.am Podcasts◦ podbean.com◦ blubrry.com◦ freepbx.org Visualpodc...
15Steps: 4-6Plan
Quantitative Downloads Site Traffic New Emails Resumes Gathered Response Time Leads OtherExample:"Fords social stra...
 Who’s going to do the work?◦ Dedicated Role◦ Shared Role◦ Intern◦ Outsource17
Create aContent CalendarPlan: Type of content Time to post Platforms to post18
19Steps: 7-9Execute
 Website Content(Whitepapers,PR, etc.) Print ads Social Ads Vehicles EventBanners Online ads E-Blasts Email Signa...
Step 8:Measure & Analyze Your Results21
◦ Time on video◦ Response time◦ Resumesgathered◦ Ad CTR◦ New Emails◦ SharesIt’s all about reaching YOURgoals and objective...
Positive ROI Negative ROI Invest more in social mediaresources Broaden social media strategyscope Are your activities a...
“What’s the ROI of putting yourpants on every day? It’s hard tomeasure, but there’s negativeconsequences for not doing it....
25IdentifyPlanExecute Identify1. Objectives2. Audience3. Content Plan4. Establish Goals5. Delegate Responsibility6. Orga...
WTWH MediaHeather Centorbihcentorbi@wtwhmedia.comPhone: 440.234.4531 ext. 115Twitter: @WTWH_SocialXprtWTWH MediaLance Brow...
 This webinar will be available atmarketing.wtwhmedia.com & email Tweet with hashtag #SMWebinar Join us for future webi...
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How to Create A Social Media Strategy In 9 Easy Steps

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Social Media has become a vital part of a company’s marketing mix, but many people don’t even know where to start. Whether you decide to use one platform or all of them, creating a sound social media strategy before you begin can be critical to your success.

Join social media experts Lance Brown and Heather Centorbi as they explore nine simple steps in developing a sound social media strategy. They explore why social media is viewed as being so difficult, how social media has changed business, and who should be responsible for social media in addition to answering the question “Where should I start?”.

Watch this webinar to learn:
- How to identify, plan for, and execute a social media strategy
- What type of content you should promote
- Ways to promote your social media channels
- What metrics other CMO’s are using to measure their social media activities

Published in: Social Media, Business, Technology
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  • Insert customer support stats….Instead of sending employees to career fairs they can use LinkedIn (or another social network) to recruit right from their own office.
  • Insert customer support stats….Instead of sending employees to career fairs they can use LinkedIn (or another social network) to recruit right from their own office.
  • For social media to be successful, an important key factor is identifying your audience How do they use social media? – Are they using social media to buy products? To see what the company is up to? For customer service? --- REWORD!!
  • Customers shoes: What kind of information are YOU looking for when you follow a company on social media?
  • Explain what an infographic is – insert one? Explain YouTube: record a video using your own webcam, create a photo slideshow and it also has editing toolsMarcus sheridan story: List blogs: pic of marcussheridan and saleslion.comtalk about his story Every copany should consider having a company blog post and using it as a resource for your audience, but content can be hard to generate, for that, check out this blog post called :100 under in an hour, talk about marcussheridan and story....)Small biz owner of pool company, through writing blog posts, turned company into no. 1 pool site in the world all from good blog posts... tells how he generated so many ideas
  • Now it’s time to let your customers know you’re on social media– place Social outlet icons on vehicles, on business cards, direct links to social sites on website, social outlets in print/online ad as well as on e-blasts
  • There are many ways to measure your efforts including google analytics, Sprout Social, Facebook, LinkedIn and Pinterest insights as well as YouTube analytics
  • Did you get the amount of site traffic you wanted and expected from social media? Going back to the test drives example earlier, did you get that certain amount of test drives and how many turned into customers? Be sure to utilize your CRM tools such as SalesForce or Zoho which sometimes have social integration in which you can track leads coming from social
  • How to Create A Social Media Strategy In 9 Easy Steps

    1. 1. 1
    2. 2.  This webinar will be available afterwards atmarketing.wtwhmedia.com & email Q&A at the end of the presentation Hashtag for this webinar: #SMWebinar2
    3. 3. Lance Brown@WTWH_SocialGuruHeather Centorbi@WTWH_SocialXprtPresenters3
    4. 4. Poll: How Would You Rate YourSocial Media Knowledge?4
    5. 5. Business is GoingBack to the ButcherIntimateSocial-BasedMarketplace• Relationships• Word-of-Mouth• ProximityDistantEarly Mass Marketing• Printing Press• Mail• NewspapersMore DistantThe Digital Divide• Radio• Television• InternetIntimateSocial-BasedMarketplace• Facebook• LinkedIn• Twitter• Yelp• Google+• Relationships• Word-of-Mouth5
    6. 6. External Challenges We don’t own the platforms Landscape is constantlychanging Can’t long-term strategize How we use social media isevolving◦ We’ve been doing “social media” fora long time (video, blogs, forums)Internal Challenges Executives demanding youshow ROI Legal departments thinkit’s a nightmare Don’t have thebudget/time/resources Erroneous stigmas6
    7. 7. EVERYONE!!!  Marketing (Generally leads) PR – Outbound communication Customer Support – “Social care” HR – Recruiting Sales – Lead targeting VPs – Company transparency & culture Creative – Images / Video IT – Site integration7
    8. 8. IdentifyPlanExecute8 Identify1. Objectives2. Audience3. Content Plan4. Establish Goals5. Delegate Responsibility6. Organize Efforts Execute7. Promote Your Presence8. Measure & Analyze Results9. Use Metrics to Adjust Your Plan
    9. 9. Poll: Do You Have A CurrentSocial Media Strategy?9
    10. 10. 10Steps: 1-3Identify
    11. 11. Decrease Expenses Social recruiting Customer support MarketingIncrease Sales Customer retention Brand awareness (TOMA) Generate leads Site traffic Brand Value Reputation Management11
    12. 12. Who are you trying to reach? Consider the following:◦ Demographics◦ Likes/Dislikes◦ How do they use social media?◦ What relationship do theywant with you?◦ What content are they searchingfor online?12
    13. 13.  What do you have to offer that adds value? Put yourself in the customer’s shoes◦ Why would I want to follow you?◦ People don’t like pushy sales peopleShare content that makes one’s life or jobbetter, easier, or more cost effectiveo Whitepaperso Blog postso Tutorials/How-to’so Videoso Infographicso Calculatorso Webinarso Case studieso E-books13
    14. 14.  Webinars◦ GoToWebinar◦ ON24◦ Webex Infographics◦ infogr.am Podcasts◦ podbean.com◦ blubrry.com◦ freepbx.org Visualpodcasts◦ Skype CallRecorder◦ YouTube◦ Google HangoutsMarcus Sheridan: The Sales Lion“How to write 100 Blog postsin under 5 hours”14
    15. 15. 15Steps: 4-6Plan
    16. 16. Quantitative Downloads Site Traffic New Emails Resumes Gathered Response Time Leads OtherExample:"Fords social strategy is to increase theamount of test drives because they knowthat X percent of test drives turn into sales"16
    17. 17.  Who’s going to do the work?◦ Dedicated Role◦ Shared Role◦ Intern◦ Outsource17
    18. 18. Create aContent CalendarPlan: Type of content Time to post Platforms to post18
    19. 19. 19Steps: 7-9Execute
    20. 20.  Website Content(Whitepapers,PR, etc.) Print ads Social Ads Vehicles EventBanners Online ads E-Blasts Email Signatures Business cardsFree social media icons:http://social-icons.com/50-free-social-media-icons-mixed-designs20
    21. 21. Step 8:Measure & Analyze Your Results21
    22. 22. ◦ Time on video◦ Response time◦ Resumesgathered◦ Ad CTR◦ New Emails◦ SharesIt’s all about reaching YOURgoals and objectives22What else can you measure?Step 8:Measure & Analyze Your Results
    23. 23. Positive ROI Negative ROI Invest more in social mediaresources Broaden social media strategyscope Are your activities aligned withyour social strategy? Has your social strategy beenimplemented properly? Are you investing in too manyresources? Were your assumptions in yoursocial strategy correct? Did your content resonate withyour audience?23Continuously identify newobjectives and content
    24. 24. “What’s the ROI of putting yourpants on every day? It’s hard tomeasure, but there’s negativeconsequences for not doing it.”Scott Monty, Global DigitalMultimedia Communications, Ford24
    25. 25. 25IdentifyPlanExecute Identify1. Objectives2. Audience3. Content Plan4. Establish Goals5. Delegate Responsibility6. Organize Efforts Execute7. Promote Your Presence8. Measure & Analyze Results9. Use Metrics to Adjust Your Plan
    26. 26. WTWH MediaHeather Centorbihcentorbi@wtwhmedia.comPhone: 440.234.4531 ext. 115Twitter: @WTWH_SocialXprtWTWH MediaLance Brownlbrown@wtwhmedia.comPhone: 440.234.4531 ext. 108Twitter: @WTWH_SocialGuru26WTWH Media Marketing Bloghttp://marketing.wtwhmedia.com
    27. 27.  This webinar will be available atmarketing.wtwhmedia.com & email Tweet with hashtag #SMWebinar Join us for future webinars on various social media topics Learn more about WTWH Media’s social media services:email socialmedia@wtwhmedia.com27
    28. 28. 28

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