Social Media Strategy Basics Starting Out & Building Your Approach Andrew Bates, Director of Social Media
Answer The Question “Why?” <ul><li>Our Competition is Active in Social Media </li></ul><ul><li>We Think Our Audience is Pa...
Define Your Goals & Objectives <ul><ul><li>Audience Acquisition and Community Building </li></ul></ul><ul><ul><li>PR, Mark...
The Many Business Cases for Investing In Social Media
Where Do You Start? Our Approach to Social Media Strategy Development Audit & Strategize  then  Participate & Contribute M...
Now That You Have Your Goals, What’s Next? <ul><li>Tie Goals Back to KPI and ROI Measurement </li></ul><ul><ul><li>Share o...
Investigate the Qualitative and Quantitative Insights
Social Media Strategy Case Study - DuPont <ul><li>THE CHALLENGE </li></ul><ul><li>90+ business units with very strong comp...
Andrew Bates     Director of Social Media    P -  (202) 747-1818 (ext.117)    M - (703) 231-1201  Andrew.Bates@penton.com ...
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Smart Media Tutorial - Module 2

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  • Smart Media Tutorial - Module 2

    1. 1. Social Media Strategy Basics Starting Out & Building Your Approach Andrew Bates, Director of Social Media
    2. 2. Answer The Question “Why?” <ul><li>Our Competition is Active in Social Media </li></ul><ul><li>We Think Our Audience is Participating in Social Networks </li></ul><ul><li>Our Company Needs to Keep Up with the Times </li></ul><ul><li>We Want to Brand, Market and Sell through Social Media </li></ul><ul><li>- “My 13 Year Old Daughter Says We Should Be On Facebook” </li></ul>
    3. 3. Define Your Goals & Objectives <ul><ul><li>Audience Acquisition and Community Building </li></ul></ul><ul><ul><li>PR, Marketing and Branding </li></ul></ul><ul><ul><li>Improve Customer Care or Tech Support </li></ul></ul><ul><ul><li>BD and Sales </li></ul></ul><ul><ul><li>Competitive and Industry Intelligence </li></ul></ul><ul><ul><li>Increase Traffic and Conversion </li></ul></ul><ul><ul><li>Brand Protection and Crisis Management </li></ul></ul>
    4. 4. The Many Business Cases for Investing In Social Media
    5. 5. Where Do You Start? Our Approach to Social Media Strategy Development Audit & Strategize then Participate & Contribute Monitor & Measure Who? Where? What? Why? How?
    6. 6. Now That You Have Your Goals, What’s Next? <ul><li>Tie Goals Back to KPI and ROI Measurement </li></ul><ul><ul><li>Share of Voice </li></ul></ul><ul><ul><li>Build Audience Activity and Conversion (Likes, Comments…) </li></ul></ul><ul><ul><li>Increase Traffic to the Website and Social Profiles </li></ul></ul><ul><ul><li>SALES! </li></ul></ul><ul><li>Sell it to the C-Level – They Sign the Checks </li></ul><ul><ul><li>Get Buy-In </li></ul></ul><ul><ul><li>Clearly Define the Goals and How to Track Progress </li></ul></ul><ul><li>Empower the Stakeholders and Allocate the Resources </li></ul><ul><li>Build Your Tactical Strategy and Execute </li></ul><ul><ul><li>Your Goals and Research Will Define Your Activity </li></ul></ul><ul><li>Think Before You Act! </li></ul>
    7. 7. Investigate the Qualitative and Quantitative Insights
    8. 8. Social Media Strategy Case Study - DuPont <ul><li>THE CHALLENGE </li></ul><ul><li>90+ business units with very strong competition </li></ul><ul><li>All in different stages of constant product development and marketing </li></ul><ul><li>They require information from online conversations focused on continually evolving topics </li></ul><ul><li>THE SOLUTION </li></ul><ul><li>We develop customized eListening Audits for each business unit or product </li></ul><ul><li>Topics include industry terms, branded products and pre-product development </li></ul><ul><li>Utilizing the learning from the initial research, our team provides tactical recommendations to evolve the social media strategy for each BU </li></ul><ul><li>THE RESULT </li></ul><ul><li>Reports and consulting provide data, analysis and tactics to support marketing initiatives and industry research </li></ul><ul><li>Insights from reports are shared with relevant manufacturers and partners </li></ul>
    9. 9. Andrew Bates   Director of Social Media   P - (202) 747-1818 (ext.117)   M - (703) 231-1201 Andrew.Bates@penton.com @PentonMKTG www.Facebook.com/ PentonMarketingServices www.PentonMarketingServices.com

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