Presented by: AJ Gerritson “ How to Build a Social Media Strategy…  And Why!”
7% Who Is 451 Marketing? Founded in February, 2004  Located on School Street in Boston A collaboration of 15 industry vete...
I never learned how to Tweet.
 
Coca-Cola has 3.6 million fans on their Facebook Fan page.
Major corporations are using the tools to stay in touch with their vocal customers. Social Networking Collaborative Tools ...
300,000,000 users  (that’s 300 million!) 10 million “fans” sign up to commercial  “brand pages” every day.
Perez Hilton a.k.a. Mario Lavanderia 2004 Launched a celebrity gossip website Average 24 - 45 posts per day Earns $111,000...
Heather Armstrong Forbes Magazine - “Most Influential Women in Media” 2009 Made famous for her website www.dooce.com Natio...
New research found that companies with the highest levels of social media activity on average increased revenues by 18% in...
 
GOAL: Employee Retention and Recruitment TACTICS: Microblogs, Wikis, Podcasts HELPED TO: Extend Communications, Deliver Tr...
GOAL:  Develop Customer Service-Centered Brand TACTICS: Twitter HELPED TO: Deliver Swift Customer Service, Engage Customer...
<ul><li>Blog - $0 </li></ul><ul><li>Podcast - $0 and $2000  </li></ul><ul><li>Video - $0 and $10,000 - $15,000  </li></ul>...
 
How Long is Your Content Effective? 3, 6, 9 months? 1 minute, 1 day, 1 week?
Resources needed to run a campaign effectively Reputation  Management Content  Research Technologist Content Development S...
Reasons for Failure <ul><li>Lack of STRATEGY (understanding your customers, crafting relevant messaging, being consistent,...
 
 
<ul><li>10.5 million coupons were downloaded, only 4 million were redeemed </li></ul><ul><li>#KFCFail became a trending to...
 
<ul><li>YouTube increased Blendtec’s sales by 800% in less than two years with their “Will it Blend” videos. </li></ul>Whe...
Dell can directly track $3 million in sales from using Twitter.
Building a Social Media Strategy
<ul><li>Step 1 – Define Goals and Objectives </li></ul><ul><li>Generate more brand awareness? </li></ul><ul><li>Help recru...
<ul><li>Step 2 –Where is Your Audience? </li></ul><ul><li>Where can I find my audience? </li></ul><ul><li>Who and where ar...
<ul><li>Step 3 – Audit Your Resources </li></ul><ul><li>Content? </li></ul><ul><li>Staff? </li></ul><ul><li>Consistency? <...
<ul><li>Step 4 – Assign Roles and Responsibilities </li></ul><ul><li>Social Media Strategist: defines strategy </li></ul><...
<ul><li>Step 5 – Define Your Measures of Success </li></ul><ul><ul><ul><li>How many sales/leads were generated? </li></ul>...
Step 6 – Establish a protocol 1. What information do we want to keep private? 2. What kinds of information would we benefi...
Step 7 – Execute Strategy
<ul><li>Step 8 – Measure results </li></ul><ul><ul><ul><ul><li>•  Have your networks grown or changed? How? </li></ul></ul...
 
<ul><li>Campaign Goals  </li></ul><ul><li>Find elusive candidates </li></ul><ul><li>Drive applicants and job leads through...
Execution •  Developed Strategy  •  Optimized Website •  SEO/PR •  Created Social Communities (3 Blogs, 8 Twitter Feeds, 7...
Results •  65% Increase in monthly traffic from Google  •  LinkedIn Groups have become a tremendous applicant and lead sou...
Pre-campaign monthly site traffic = 3,486 Last month’s site traffic  =  15,910!  (a 500% increase in traffic)
Case Study
Case Study <ul><li>Strengths </li></ul><ul><li>New England’s largest regional full-service CPA, consulting, and wealth man...
Case Study <ul><li>Before 451 Marketing </li></ul><ul><li>Website was simply an “online brochure” </li></ul><ul><li>Never ...
Case Study <ul><li>451 Marketing Approach </li></ul><ul><li>Setup (in)efficient frontiers Blog -  http://inefficientfronti...
Case Study Campaign Components
Case Study Media Coverage Received to Date <ul><li>InfoWorld  –  November 20, 2008: &quot;Tech Bottomline&quot; column by ...
Case Study Expected Media Coverage (hitting soon) <ul><li>BusinessWeek  Small Business’ &quot;The Digital Manager&quot; co...
Case Study <ul><li>451 Marketing Results </li></ul><ul><li>(in)efficient frontiers receives almost 2,000 visitors per mont...
<ul><li>How Can we Help You: </li></ul><ul><ul><ul><li>Develop a comprehensive social media marketing strategy </li></ul><...
AJ Gerritson, Founding Partner 451 Marketing 21 School Street, 3 rd  Floor Boston, MA 02108 617-259-1605 x 204 www.451mark...
Upcoming SlideShare
Loading in …5
×

Strategize or Die! How to Build a Social Media Strategy and Why

5,983 views

Published on

Published in: Business
0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
5,983
On SlideShare
0
From Embeds
0
Number of Embeds
69
Actions
Shares
0
Downloads
186
Comments
0
Likes
9
Embeds 0
No embeds

No notes for slide
  • “ By creating the group, you own the membership”
  • Chet
  • Break into two slides
  • Green strip on important media
  • Strategize or Die! How to Build a Social Media Strategy and Why

    1. 1. Presented by: AJ Gerritson “ How to Build a Social Media Strategy… And Why!”
    2. 2. 7% Who Is 451 Marketing? Founded in February, 2004 Located on School Street in Boston A collaboration of 15 industry veterans committed to being best-of-breed social media, public relations, and creative specialists Clients include Allstate, Westin Hotels, Commonwealth of Massachusetts. Recently launched the MassItsAllHere.com website for the Commonwealth of Massachusetts.
    3. 3. I never learned how to Tweet.
    4. 5. Coca-Cola has 3.6 million fans on their Facebook Fan page.
    5. 6. Major corporations are using the tools to stay in touch with their vocal customers. Social Networking Collaborative Tools YouTube, Flicker Blogs
    6. 7. 300,000,000 users (that’s 300 million!) 10 million “fans” sign up to commercial “brand pages” every day.
    7. 8. Perez Hilton a.k.a. Mario Lavanderia 2004 Launched a celebrity gossip website Average 24 - 45 posts per day Earns $111,000 per month in ad sales alone.
    8. 9. Heather Armstrong Forbes Magazine - “Most Influential Women in Media” 2009 Made famous for her website www.dooce.com National Advertisers
    9. 10. New research found that companies with the highest levels of social media activity on average increased revenues by 18% in the last 12 months, while the least active saw sales drop 6% over that period. Source - Wetpaint & Altimeter Group
    10. 12. GOAL: Employee Retention and Recruitment TACTICS: Microblogs, Wikis, Podcasts HELPED TO: Extend Communications, Deliver Trainings Globally, Employee Engagement, Perform Jobs More Effectively
    11. 13. GOAL: Develop Customer Service-Centered Brand TACTICS: Twitter HELPED TO: Deliver Swift Customer Service, Engage Customers, Humanize Brand
    12. 14. <ul><li>Blog - $0 </li></ul><ul><li>Podcast - $0 and $2000 </li></ul><ul><li>Video - $0 and $10,000 - $15,000 </li></ul><ul><li>Wiki - about $6500 a year </li></ul><ul><li>Community - $0 (Ning) up to $100,000 </li></ul><ul><li>The greater cost is staff and Content Creation to fill up the social media / new media channels. </li></ul>
    13. 16. How Long is Your Content Effective? 3, 6, 9 months? 1 minute, 1 day, 1 week?
    14. 17. Resources needed to run a campaign effectively Reputation Management Content Research Technologist Content Development Strategist Day to Day Management Practitioner of Social Media Coordination Of all corporate activities Measurement Design Skills
    15. 18. Reasons for Failure <ul><li>Lack of STRATEGY (understanding your customers, crafting relevant messaging, being consistent, monitoring, etc.) </li></ul><ul><li>Lack of internal resources to manage </li></ul>
    16. 21. <ul><li>10.5 million coupons were downloaded, only 4 million were redeemed </li></ul><ul><li>#KFCFail became a trending topic on Twitter quickly </li></ul><ul><li>Oprah and KFC’s brands damaged </li></ul><ul><li>According to Zeta Interactive, when KFC pulled the promotion without explanation, negative ratings shot up to 33% from 11%. </li></ul>
    17. 23. <ul><li>YouTube increased Blendtec’s sales by 800% in less than two years with their “Will it Blend” videos. </li></ul>When It Does Work When it’s done correctly..
    18. 24. Dell can directly track $3 million in sales from using Twitter.
    19. 25. Building a Social Media Strategy
    20. 26. <ul><li>Step 1 – Define Goals and Objectives </li></ul><ul><li>Generate more brand awareness? </li></ul><ul><li>Help recruiting and retention? </li></ul><ul><li>Monitor brand reputation? </li></ul><ul><li>Increase sales? </li></ul>
    21. 27. <ul><li>Step 2 –Where is Your Audience? </li></ul><ul><li>Where can I find my audience? </li></ul><ul><li>Who and where are my evangelists? </li></ul><ul><li>What sites are the most popular with these groups? </li></ul>
    22. 28. <ul><li>Step 3 – Audit Your Resources </li></ul><ul><li>Content? </li></ul><ul><li>Staff? </li></ul><ul><li>Consistency? </li></ul><ul><li>Technology? </li></ul><ul><li>Tools? </li></ul>
    23. 29. <ul><li>Step 4 – Assign Roles and Responsibilities </li></ul><ul><li>Social Media Strategist: defines strategy </li></ul><ul><li>• Social Media Manager: assists in defining the strategy as well as in executing it </li></ul><ul><li>• Public Relations: interacts with bloggers, assumes blogging responsibilities </li></ul><ul><li>• Social Media Metrics: measures social media, reports </li></ul><ul><li>• Legal: ensures FTC laws are followed, provides guidance on user generated content on corporate domain </li></ul><ul><li>• Privacy/Security: protects online corporate assets, privacy law enforcement </li></ul><ul><li>• Customer Relations: responds to customer issues on the social web </li></ul><ul><li>• Advertisement Sales: sells ad space within a social network or community </li></ul><ul><li>• Content Developer: constantly creates relevant and timely content </li></ul>
    24. 30. <ul><li>Step 5 – Define Your Measures of Success </li></ul><ul><ul><ul><li>How many sales/leads were generated? </li></ul></ul></ul><ul><ul><ul><li>How many people are talking about your company? </li></ul></ul></ul><ul><ul><ul><li>How have you reduced operational costs? </li></ul></ul></ul><ul><ul><ul><li>How have you helped recruiting? </li></ul></ul></ul><ul><ul><ul><li>How many downloads? </li></ul></ul></ul><ul><ul><ul><li>How many people viewed a demo? </li></ul></ul></ul>
    25. 31. Step 6 – Establish a protocol 1. What information do we want to keep private? 2. What kinds of information would we benefit from making public? 3. What personal social media use is appropriate? Inappropriate? 4. How will we measure which rules are helpful and which are not? 5. Who are our quality followers? How can we continually engage them? 6. How can we consistently send our messages? 7. Should we have a set of rules for proactive social media use? Reactive social media use? 8. How do we respond to positive engagement versus negative engagement?
    26. 32. Step 7 – Execute Strategy
    27. 33. <ul><li>Step 8 – Measure results </li></ul><ul><ul><ul><ul><li>• Have your networks grown or changed? How? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• Are there new social media roles to explore? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• What worked? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• What didn’t work? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• What can we do differently? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• What should we eliminate? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• What should we focus more on? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• How much time is spent on each social media initiative? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• What is our most valuable feedback? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• How is social media changing right now? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>• Are we ahead of our competitors? </li></ul></ul></ul></ul>
    28. 35. <ul><li>Campaign Goals </li></ul><ul><li>Find elusive candidates </li></ul><ul><li>Drive applicants and job leads through the website </li></ul><ul><li>Generate more client leads </li></ul><ul><li>Create USP </li></ul>
    29. 36. Execution • Developed Strategy • Optimized Website • SEO/PR • Created Social Communities (3 Blogs, 8 Twitter Feeds, 7 LinkedIn Groups) • Trained Staff (Utilize Tools) • Launched “Recruiting 2.0”
    30. 37. Results • 65% Increase in monthly traffic from Google • LinkedIn Groups have become a tremendous applicant and lead source • Over 100k PR impressions • USP “Recruiting 2.0”
    31. 38. Pre-campaign monthly site traffic = 3,486 Last month’s site traffic = 15,910! (a 500% increase in traffic)
    32. 39. Case Study
    33. 40. Case Study <ul><li>Strengths </li></ul><ul><li>New England’s largest regional full-service CPA, consulting, and wealth management firm </li></ul><ul><li>One of the top 40 CPA firms in the country, 34 partners, and over 340 employees </li></ul><ul><li>Outstanding reputation, very loyal client base. </li></ul><ul><li>Some of the most intelligent thought leaders in their respective fields </li></ul><ul><li>Strong drip marketing campaign, client retention marketing </li></ul><ul><li>Challenges </li></ul><ul><li>Difficult to develop new business in downturn economy </li></ul><ul><li>Website was not optimized for Search </li></ul><ul><li>No strong “calls to action” or “lead-captures” on website </li></ul><ul><li>No PPC/Online campaign in place </li></ul><ul><li>No social media presence </li></ul><ul><li>Thought leaders were not well known, either in traditional media or online </li></ul>
    34. 41. Case Study <ul><li>Before 451 Marketing </li></ul><ul><li>Website was simply an “online brochure” </li></ul><ul><li>Never had received any leads from the website </li></ul><ul><li>Very little positive press in the media </li></ul><ul><li>Web traffic around 4,500 visitors per month </li></ul><ul><li>No Social Media Presence </li></ul><ul><li>451 Marketing’s Approach </li></ul><ul><li>Developed demand generation strategy consisting of PR, Search (paid and natural) marketing, search-leveraged public relations, social media marketing, and content development. </li></ul><ul><li>Developed keyword strategies, optimized website, began link-building campaign </li></ul><ul><li>Interviewed thought leaders, defined expertise, identified appropriate media outlets </li></ul>
    35. 42. Case Study <ul><li>451 Marketing Approach </li></ul><ul><li>Setup (in)efficient frontiers Blog - http://inefficientfrontiers.wordpress.com/ </li></ul><ul><li>Created LinkedIn Group “New England CFO’s”, setup Facebook recruiting page </li></ul><ul><li>Pitched firm’s thought leaders to targeted media outlets </li></ul><ul><li>Began paid online campaign </li></ul><ul><li>Distributed search-optimized press releases </li></ul><ul><li>Distributing content through social media channels </li></ul>
    36. 43. Case Study Campaign Components
    37. 44. Case Study Media Coverage Received to Date <ul><li>InfoWorld – November 20, 2008: &quot;Tech Bottomline&quot; column by Bill Snyder (article featured Robert Kish, vice president) </li></ul><ul><li>The Boston Globe – November 21, 2008 “B usiness loans still flowing” by Ross Kerber (article featured Jeff Korzenik, vice president) </li></ul><ul><li>The Boston Business Journal – December 19, 2008 “How to: choose a computer network system consultant,” by Keith Regan (article featured Robert Kish, vice president) </li></ul><ul><li>Mass High Tech - January 23, 2009 Announcement on Vitale Caturano’s Sharepoint “Focus Series” event.   </li></ul><ul><li>Forbes.com – February 4, 2009 “ The Tax Code Encourages Big Wall Street Bonuses” Opinion Piece By Jeff Korzenik </li></ul><ul><li>New York Times.com - February 4, 2009 “Economix” column by Catherine Rampell “ The Tax Code Encourages Big Wall Street Bonuses” reprinted Opinion Piece By Jeff Korzenik </li></ul><ul><li>Risk Management – March 1, 2009 “Recipe for Disaster” By Lori Widmer </li></ul>
    38. 45. Case Study Expected Media Coverage (hitting soon) <ul><li>BusinessWeek Small Business’ &quot;The Digital Manager&quot; column - Bob Kish was interviewed for an upcoming column on How Small Business Can Make the Best Use of IT </li></ul><ul><li>Data Center Management Magazine - Diego Rosenfeld was interviewed for an upcoming article on a Green IT Initiatives story </li></ul><ul><li>The Street.com - Jeff Korzenik was interviewed for an upcoming story on the history of Wall Street </li></ul><ul><li>InfoWorld – Diego Rosenfeld was interviewed by Contributing Reporter John Edwards’ Editorial Assistant, Eve Kaiser, for a piece on the outsourcing of IT government risk and compliance services (GCR). Diego also put Kaiser in touch with one of his clients for additional insights </li></ul>
    39. 46. Case Study <ul><li>451 Marketing Results </li></ul><ul><li>(in)efficient frontiers receives almost 2,000 visitors per month </li></ul><ul><li>Tremendous media coverage (see upcoming slide) </li></ul><ul><li>1 st page search results for their top 20+ keywords. </li></ul><ul><li>Over 8,000+ visitors per month (almost doubled their traffic) for their Caturano.com site </li></ul><ul><li>451 Marketing Results </li></ul><ul><li>2008 Q4 was one of their best for new business engagements </li></ul><ul><li>Over 2 million in business during December and January </li></ul><ul><li>On average 15-30 leads coming in through website each month </li></ul>Our actions resulted in $650,000!
    40. 47. <ul><li>How Can we Help You: </li></ul><ul><ul><ul><li>Develop a comprehensive social media marketing strategy </li></ul></ul></ul><ul><ul><ul><li>Instruct and train corporate groups </li></ul></ul></ul><ul><ul><ul><li>Help setup digital initiatives </li></ul></ul></ul><ul><ul><ul><li>Evaluate your ongoing efforts, provide recommendations </li></ul></ul></ul><ul><li>What You Can Expect: </li></ul><ul><ul><ul><li>Increased lead flow and retention rate </li></ul></ul></ul><ul><ul><ul><li>Improve ROI and efficiency </li></ul></ul></ul><ul><ul><ul><li>More meaningful customer engagement </li></ul></ul></ul><ul><ul><ul><li>Culture of business development </li></ul></ul></ul><ul><ul><ul><li>Reduced strain on internal resources </li></ul></ul></ul><ul><ul><ul><li>Decreased operational costs </li></ul></ul></ul><ul><ul><ul><li>Employee retention </li></ul></ul></ul><ul><ul><ul><li>Stronger recruiting efforts </li></ul></ul></ul>
    41. 48. AJ Gerritson, Founding Partner 451 Marketing 21 School Street, 3 rd Floor Boston, MA 02108 617-259-1605 x 204 www.451marketing.com www.451heat.com www.Linkedin.com/in/ajgerritson @ajgerritson

    ×