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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

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1
Who I Am

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

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

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

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

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

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

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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

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5
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

Source: Search Engine Journal

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

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Who is telling YOUR story?

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

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

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“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

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Strategy
vs.
Tactics
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

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

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Strategy

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

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

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Tactic

“How EXACTLY do we get
there?”

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

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

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You Want To
Be Here

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

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

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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

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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

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Goals are BROAD
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

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

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

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

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

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

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

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

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No Strategy = Failed Campaigns

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

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

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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

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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

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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

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So What?
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved

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

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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

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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

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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

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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
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

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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

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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

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Strategically Defining YOUR Social Media Tactics: Randall Turner at State of Search 2013

  • 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. Who I Am © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2 2
  • 3. Why? © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 3 3
  • 4. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4 4
  • 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. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Source: Search Engine Journal © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 6
  • 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. “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. Strategy vs. Tactics © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 9
  • 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. 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. 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. 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. 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. Goals are BROAD © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15 15
  • 16. Objectives are SPECIFIC © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16 16
  • 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. Engaging Your Audiences © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18 18
  • 19. No Strategy = Failed Campaigns © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19 19
  • 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. 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. 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. So What? © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23 23
  • 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. 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. 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. 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. 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. 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. 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

Editor's Notes

  1. Act in the moment, and be fluid in your online presenceEnable the spirit of your audience into your online content and voiceA company’s real-time search and social visibility is both what it says about itself and what others say about the companyReach out to audiences in network in real time in a sincere and present manner.