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@jaybaerWhy Before How:Creating Social Media Strategic Plans in 8 Steps
@jaybaerthe tools always change60453015                            share of search 0                            1999
@jayb                           @jaybaer                               b                               baer               ...
@jaybaerfocus onhow to be   SOCIAL      worry less      about how to do      SOCIAL MEDIA.
@jaybaer                   @jaybaer          Social            Media               Strategy8 stepprocess
1         @jaybaerbuildan ark
@jaybaer  DO NOT DO   SOCIALAT BAYONET POINT
@jaybaer                                         @jaybaer   #esto12gather data              Customer Characteristics      ...
2             @jaybaer    listen
Listening Queries                    What’s Being Said About Us?                      What’s Being Said About             ...
3                 awareness?    what’s the     sales?    point?        loyalty?
pick one.3                 awareness?    what’s the      sales?    point?         loyalty?
@jaybaer If You Try to AccomplishEverything in Social Media,You’ll Accomplish Nothing.
@jaybaer                           Repeat/Unaware   Aware   Trial                 Advocate                          Enthus...
@jaybaer4   success    metrics
@jaybaer The goal isnt to be good atsocial media, the goal is to begood at business because of        social media.
@jaybaerWhatever youre trying to accomplish dictates      how and what you measure. Awareness         Sales         Advocacy
@jaybaerMeasure Behavior     not just Data
@jaybaerWeak Metric:      Stronger Metric:   Number of     Facebook Engagement Rate Facebook fans
@jaybaerWeak Metric:      Stronger Metric:   Number of     Facebook Engagement Rate Facebook fans
Affinity + Weight +   Recency =Facebook Visibility
@jaybaerWeak Metric:       Stronger Metric:Number of Clicks     Offers Redeemed
@jaybaerbit.ly/UsIoIS+
@jaybaer JUST BECAUSE EVERYTHING ISMEASURABLEDOESN’T MEAN YOUSHOULD MEASUREEVERYTHING
@jaybaer5   analyze    audience
@jaybaer   #esto12       Use Research & Personas              to ModelName:                     Name:John Doe             ...
@jaybaer   Age / Gender / Geography  Who Are They?How Do They Use   Social Media?
@jaybaer 3 Levels of   SocialParticipation
@jaybaer           3 Levels ofAPPLAUD      Social          Participation
@jaybaer               3 Levels ofAPPLAUD          Social              Participation   CRITIQUE
@jaybaer                    3 Levels ofAPPLAUD               Social                   Participation   CRITIQUE          CR...
@jaybaer
@jaybaer                                  jGive Your Audience Appropriate   Social Media Assignments  THE YOUNGER THEAUDIE...
@jaybaer
@jaybaer
@jaybaer
@jaybaer1,961
@jaybaer1,961   300
@jaybaer6   what’s your    one thing?
@jaybaer
@jaybaerPassion,Not Features
@jaybaer             Passion,             Not Featuresinnovation
@jaybaer              Passion,              Not Featuresinnovation   magic
@jaybaer              Passion,              Not Featuresinnovation   magic       safety
@jaybaer              Passion,              Not Featuresinnovation   magic       safety     service
@jaybaer               Passion,               Not Featuresinnovation    magic       safety     service             You    ...
If everyone has aSPECIAL OFFER yours isn’t that special
@jaybaer
@jaybaer7humanization
@jaybaer           social mediaIS ABOUT PEOPLE     not logos.
@jaybaer
@jaybaer8   channel    plan
@jaybaerSocial Media Home Base & Outposts
@jaybaerfirst, win the war of information
@jaybaerfirst, win the war of information    15                  10.4     8           5.3           2010    2011
Customers view 30 pages on average
Customers view 30 pages on average     75% of sales are virtual
@jaybaer
@jaybaer Create a VISUALCommunication Plan
@jaybaeruse social to promote    content first,  company second     content is fire.social media is gasoline.
@jaybaerEVERY CHANNEL YOU ADD IS A     COST FIRST,     AND THEN MAYBE      A BENEFIT
@jaybae                        @jaybaer                        @jaybaer8 Steps: Refresher Course
@jaybae                          @jaybaer                          @jaybaer  8 Steps: Refresher Coursebuild an ark   1
@jaybae                           @jaybaer                           @jaybaer   8 Steps: Refresher Course build an ark   1...
@jaybae                            @jaybaer                            @jaybaer   8 Steps: Refresher Course build an ark  ...
@jaybae                                @jaybaer                                @jaybaer   8 Steps: Refresher Course build ...
@jaybae                                    @jaybaer                                    @jaybaer   8 Steps: Refresher Cours...
@jaybae                                    @jaybaer                                    @jaybaer   8 Steps: Refresher Cours...
@jaybae                                    @jaybaer                                    @jaybaer   8 Steps: Refresher Cours...
@jaybae                                    @jaybaer                                    @jaybaer   8 Steps: Refresher Cours...
@jaybaerfocus onhow to be   SOCIAL      worry less      about how to do      SOCIAL MEDIA.
Jay BaerConvince & Convert
Jay BaerConvince & ConvertConvinceAndConvert.com
Why before how webinar with jay baer   handout slides
Why before how webinar with jay baer   handout slides
Why before how webinar with jay baer   handout slides
Why before how webinar with jay baer   handout slides
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Why before how webinar with jay baer handout slides

  1. 1. @jaybaerWhy Before How:Creating Social Media Strategic Plans in 8 Steps
  2. 2. @jaybaerthe tools always change60453015 share of search 0 1999
  3. 3. @jayb @jaybaer b baer OL S! ON TO U SI NG PF OCS TO
  4. 4. @jaybaerfocus onhow to be SOCIAL worry less about how to do SOCIAL MEDIA.
  5. 5. @jaybaer @jaybaer Social Media Strategy8 stepprocess
  6. 6. 1 @jaybaerbuildan ark
  7. 7. @jaybaer DO NOT DO SOCIALAT BAYONET POINT
  8. 8. @jaybaer @jaybaer #esto12gather data Customer Characteristics Current Social Metrics M (if any) Web Metrics Business Metrics
  9. 9. 2 @jaybaer listen
  10. 10. Listening Queries What’s Being Said About Us? What’s Being Said About Topics of Interest? What’s Our Sentiment? Who’s Saying It? Where Are They Saying It?
  11. 11. 3 awareness? what’s the sales? point? loyalty?
  12. 12. pick one.3 awareness? what’s the sales? point? loyalty?
  13. 13. @jaybaer If You Try to AccomplishEverything in Social Media,You’ll Accomplish Nothing.
  14. 14. @jaybaer Repeat/Unaware Aware Trial Advocate Enthusiast
  15. 15. @jaybaer4 success metrics
  16. 16. @jaybaer The goal isnt to be good atsocial media, the goal is to begood at business because of social media.
  17. 17. @jaybaerWhatever youre trying to accomplish dictates how and what you measure. Awareness Sales Advocacy
  18. 18. @jaybaerMeasure Behavior not just Data
  19. 19. @jaybaerWeak Metric: Stronger Metric: Number of Facebook Engagement Rate Facebook fans
  20. 20. @jaybaerWeak Metric: Stronger Metric: Number of Facebook Engagement Rate Facebook fans
  21. 21. Affinity + Weight + Recency =Facebook Visibility
  22. 22. @jaybaerWeak Metric: Stronger Metric:Number of Clicks Offers Redeemed
  23. 23. @jaybaerbit.ly/UsIoIS+
  24. 24. @jaybaer JUST BECAUSE EVERYTHING ISMEASURABLEDOESN’T MEAN YOUSHOULD MEASUREEVERYTHING
  25. 25. @jaybaer5 analyze audience
  26. 26. @jaybaer #esto12 Use Research & Personas to ModelName: Name:John Doe Jane DoeGender: Gender:Male FemaleAge: Age:24 23Hometown: Hometown:NYC NYC
  27. 27. @jaybaer Age / Gender / Geography Who Are They?How Do They Use Social Media?
  28. 28. @jaybaer 3 Levels of SocialParticipation
  29. 29. @jaybaer 3 Levels ofAPPLAUD Social Participation
  30. 30. @jaybaer 3 Levels ofAPPLAUD Social Participation CRITIQUE
  31. 31. @jaybaer 3 Levels ofAPPLAUD Social Participation CRITIQUE CREATE
  32. 32. @jaybaer
  33. 33. @jaybaer jGive Your Audience Appropriate Social Media Assignments THE YOUNGER THEAUDIENCE, THE MORE THEY’LL BE WILLING TO CREATE
  34. 34. @jaybaer
  35. 35. @jaybaer
  36. 36. @jaybaer
  37. 37. @jaybaer1,961
  38. 38. @jaybaer1,961 300
  39. 39. @jaybaer6 what’s your one thing?
  40. 40. @jaybaer
  41. 41. @jaybaerPassion,Not Features
  42. 42. @jaybaer Passion, Not Featuresinnovation
  43. 43. @jaybaer Passion, Not Featuresinnovation magic
  44. 44. @jaybaer Passion, Not Featuresinnovation magic safety
  45. 45. @jaybaer Passion, Not Featuresinnovation magic safety service
  46. 46. @jaybaer Passion, Not Featuresinnovation magic safety service You ?????
  47. 47. If everyone has aSPECIAL OFFER yours isn’t that special
  48. 48. @jaybaer
  49. 49. @jaybaer7humanization
  50. 50. @jaybaer social mediaIS ABOUT PEOPLE not logos.
  51. 51. @jaybaer
  52. 52. @jaybaer8 channel plan
  53. 53. @jaybaerSocial Media Home Base & Outposts
  54. 54. @jaybaerfirst, win the war of information
  55. 55. @jaybaerfirst, win the war of information 15 10.4 8 5.3 2010 2011
  56. 56. Customers view 30 pages on average
  57. 57. Customers view 30 pages on average 75% of sales are virtual
  58. 58. @jaybaer
  59. 59. @jaybaer Create a VISUALCommunication Plan
  60. 60. @jaybaeruse social to promote content first, company second content is fire.social media is gasoline.
  61. 61. @jaybaerEVERY CHANNEL YOU ADD IS A COST FIRST, AND THEN MAYBE A BENEFIT
  62. 62. @jaybae @jaybaer @jaybaer8 Steps: Refresher Course
  63. 63. @jaybae @jaybaer @jaybaer 8 Steps: Refresher Coursebuild an ark 1
  64. 64. @jaybae @jaybaer @jaybaer 8 Steps: Refresher Course build an ark 1listen & compare 2
  65. 65. @jaybae @jaybaer @jaybaer 8 Steps: Refresher Course build an ark 1listen & compare 2 what’s the point? 3
  66. 66. @jaybae @jaybaer @jaybaer 8 Steps: Refresher Course build an ark 1listen & compare 2 what’s the point? 3 success metrics 4
  67. 67. @jaybae @jaybaer @jaybaer 8 Steps: Refresher Course build an ark 1listen & compare 2 what’s the point? 3 success metrics 4 analyze audience 5
  68. 68. @jaybae @jaybaer @jaybaer 8 Steps: Refresher Course build an ark 1listen & compare 2 what’s the point? 3 success metrics 4 analyze audience 5 what’s your one thing? 6
  69. 69. @jaybae @jaybaer @jaybaer 8 Steps: Refresher Course build an ark 1listen & compare 2 what’s the point? 3 success metrics 4 analyze audience 5 what’s your one thing? 6 humanization 7
  70. 70. @jaybae @jaybaer @jaybaer 8 Steps: Refresher Course build an ark 1listen & compare 2 what’s the point? 3 success metrics 4 analyze audience 5 what’s your one thing? 6 humanization 7 channel plan 8
  71. 71. @jaybaerfocus onhow to be SOCIAL worry less about how to do SOCIAL MEDIA.
  72. 72. Jay BaerConvince & Convert
  73. 73. Jay BaerConvince & ConvertConvinceAndConvert.com

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