Goals Should Drive Social Media

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This is a presentation I delivered at the Social Media Boot Camp on Oct 29-30 at Lane Community College's Center for Meeting & Learning. It's emphasizes the importance of creating goals BEFORE you jump into the social media sea - it's your goals that should drive social media, not the other way around!

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Goals Should Drive Social Media

  1. 1. Social<br />Driving Social Media With Goals at the Helm<br />socialmedia-bootcamp.com<br />
  2. 2. Goals<br />Drive<br />Social<br />Media<br />
  3. 3. What do you want to achieve?<br />Launch product X by X date<br />Break into market X by X date<br />Increase sales by X% by X date<br />Partner with X to increase X<br />Better position X product in X market<br />Improve the perception of our brand in market X<br />………<br />
  4. 4. Ask yourself…<br /><ul><li>Who is my customer?
  5. 5. Where are they?
  6. 6. Do they know me?
  7. 7. What do they want?
  8. 8. How do I know?
  9. 9. Can I reach them?
  10. 10. Do they care?</li></li></ul><li>Build an Off-line Community<br />
  11. 11. Ask<br />Listen<br />Implement<br />Respond<br />Thank<br />A-L-I-R-T<br />
  12. 12. Constant Feedback<br />
  13. 13. Engage Online<br />
  14. 14. Content<br />Social Media<br />
  15. 15. Goodwill of Greater Washington<br />
  16. 16. Market:<br /><ul><li>Young professional women who love vintage & inexpensive fashion</li></ul>Goodwill of Greater Washington<br />Goals:<br />Intelligently raise its brand<br />Educate new communities about its mission<br />Create new sources of income<br />- Metro region effort<br />- Charitable organization<br />
  17. 17. Social Media Tools<br />
  18. 18. Traditional Tools<br />Direct Mail<br />Flyer distribution<br />In-store signage<br />
  19. 19. Early Results (90 days)<br />Blog:<br />600 readers/week<br />25% retention rate<br />3% conversion (online shoppers)<br />Reasons:<br />Reaching a hard to reach demographic (W = 18-24 yrs)<br />Not “advertising”- creating a conversation.<br />Being transparent<br />Building trust among young professional women<br />Sharing vintage and contemporary fashion tips<br />
  20. 20. Empowering their market<br />
  21. 21. What are your “top 3” goals?<br />
  22. 22. Now you can choose which social media tools are best for you and your business…Don’t skip this important step!socialmedia-bootcamp.com<br />
  23. 23. Social<br />Driving Social Media With Goals at the Helm<br />socialmedia-bootcamp.com<br />

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