SOCIAL MEDIA
                              STRATEGIES
                              FOR REAL WORLD BUDGETS
               ...
100,0
                                                                   00
                                              ...
THING 2 RE: SOCIAL MEDIA



                              It’s OK to feel overwhelmed.


                                 ...
USERS
                                  Life cycle of social networks




                                             TIM...
Social Media     Technologies that make creating and sharing
                                                 content poss...
CONTENTS UNDER PRESSURE

                                 Evolution of Influence
                                 How big ...
Influence has evolved.

                              early


                              WWI&II
                       ...
Identity has evolved.




                                                      ®




Tuesday, September 28, 2010
Identity has evolved.




Tuesday, September 28, 2010
Tuesday, September 28, 2010
CONTENTS UNDER PRESSURE

                                 Evolution of Influence
                                 How big ...
HOW BIG IS SOCIAL?



Tuesday, September 28, 2010
of all online time is spent
                                 36%
                                 for the
                ...
BY THE NUMBERS                                 use social
                                49%51%
                         ...
“         Despite the almost unlimited nature of what you can do on the
                          web, 40 percent of U.S. ...
Don’t social users hate marketing?




Tuesday, September 28, 2010
Don’t social users hate marketing?
                              76%   welcome brand advertising

                        ...
CONTENTS UNDER PRESSURE

                                 Evolution of Influence
                                 How big ...
Fine. It’s popular.
                              But why should my biz bother?



Tuesday, September 28, 2010
But why should my biz bother?
                         Your customers       Your competition
                         expe...
CONTENTS UNDER PRESSURE

                                 Evolution of Influence
                                 How big ...
SOCIAL MEDIA
                              QUICK START PLAN FOR REALISTS
                              7 Guidelines for Pl...
SOCIAL MEDIA
        QUICK START
        PLAN                  1 NETWORKS

                              Quantcast.com
   ...
SOCIAL MEDIA
        QUICK START
        PLAN                  2 PURPOSE
                               Increase Awareness...
Increase Awareness

Tuesday, September 28, 2010
SOCIAL MEDIA
        QUICK START
        PLAN                  2 PURPOSE
                               Increase Awareness...
Stimulate Sales or Leads
Tuesday, September 28, 2010
SOCIAL MEDIA
        QUICK START
        PLAN                  2 PURPOSE
                               Increase Awareness...
Enhance Customer Service
             750                                                                                 ...
Enhance Customer Service
           1100
             followers
                              SWDesigns: @dayn You should ...
SOCIAL MEDIA
        QUICK START
        PLAN                  2 PURPOSE
                               Increase Awareness...
Establish Thought Leadership




Tuesday, September 28, 2010
SOCIAL MEDIA
        QUICK START
        PLAN                  2 PURPOSE
                               Increase Awareness...
SOCIAL MEDIA
        QUICK START
        PLAN                  3 MEASUREMENT
                              fans, followers...
SOCIAL MEDIA
        QUICK START
        PLAN                  4 PERSONALITY
                              Who personifies...
Personal
                              interaction
                              trumps stale
                            ...
SOCIAL MEDIA
        QUICK START
        PLAN                  5 POLICIES
                                              So...
SOCIAL MEDIA
        QUICK START
        PLAN                  6 CONTENT
                              What is most memora...
Will It Blend?
             iPhone:
             2,281,902 views

             Vuvuzela:
             1,309,488 views




...
SOCIAL MEDIA
        QUICK START
        PLAN                  6 CONTENT
                              What is most memora...
SOCIAL MEDIA
        QUICK START
        PLAN                  7 NEXT PHASE
                              Plan for success...
REAL WORLD EXPECTATIONS

                              Social Influence takes time. A lot of time.

                      ...
Best Practices

                                Social Influence is a real thing.
                                Schedule...
Best Practices


                                Get your co-workers involved.
                                Encourage t...
Best Practices


                                Start blogging.
                                Try WordPress, Blogger, T...
Best Practices

                                Aim for and enable share-ability in
                                all yo...
Best Practices

                                    Develop an editorial calendar.

                                Mon   ...
Best Practices

                                Host video and images externally.
                                Increase...
Best Practices


                                Always consider the user connected
                                to his...
Thank you.
                                             delicious.com / daynw / pbj2


                      GradyBritton....
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Social Media Strategies for Real World Budgets

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Let's be real. Most of us don't have a whole full time + community manager to nurture our business' social media presence. You've been tasked with "figuring this social thing out" or decided to tackle social presence in your "free" time.

This presentation is for you. We break down some fundamental guidelines and best practices for managing your social media presence pragmatically.

Presented as part of the Portland Business Journal's BizDev series.

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Social Media Strategies for Real World Budgets

  1. 1. SOCIAL MEDIA STRATEGIES FOR REAL WORLD BUDGETS Dayn Wilberding, Director of Digital Culture : Grady Britton PRESENTED BY PORTLAND BUSINESS JOURNAL - 2010 BIZDEV SEMINAR SERIES #2 @PDXBizJournal @Dayn @GradyBritton Tuesday, September 28, 2010
  2. 2. 100,0 00 friend THING 1 RE: SOCIAL MEDIA o ve r n s ight! Social Media Expert I’m not. Tuesday, September 28, 2010
  3. 3. THING 2 RE: SOCIAL MEDIA It’s OK to feel overwhelmed. I am. Tuesday, September 28, 2010
  4. 4. USERS Life cycle of social networks TIME Tuesday, September 28, 2010
  5. 5. Social Media Technologies that make creating and sharing content possible Social Influence Understanding the influence we have on Marketing each other in Social Media & techniques for utilizing it for business goals Tuesday, September 28, 2010
  6. 6. CONTENTS UNDER PRESSURE Evolution of Influence How big is social media? Why bother? Quick Start Plan Tuesday, September 28, 2010
  7. 7. Influence has evolved. early WWI&II ® mid-century information age Tuesday, September 28, 2010
  8. 8. Identity has evolved. ® Tuesday, September 28, 2010
  9. 9. Identity has evolved. Tuesday, September 28, 2010
  10. 10. Tuesday, September 28, 2010
  11. 11. CONTENTS UNDER PRESSURE Evolution of Influence How big is social media? Why bother? Quick Start Plan Tuesday, September 28, 2010
  12. 12. HOW BIG IS SOCIAL? Tuesday, September 28, 2010
  13. 13. of all online time is spent 36% for the on social networks or blogs 66% 1:00 in every 4:30 average MORE TIME internet THAN A YEAR user: AGO Neilsen - Social Networks/Blogs Now Account for One in Every Four and a Half Minutes Online - June 15, 2010 Tuesday, September 28, 2010
  14. 14. BY THE NUMBERS use social 49%51% read blogs HOW? 3/4 networks 97 % participate in social media in some way have watched a 51% post have searched for a brand online 77 PERCENT commercial on out of 100content original consumers, YouTube posted product reviews 73 SOCIAL MEDIA IS MAINSTREAM Neilsen, Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009 Tuesday, September 28, 2010
  15. 15. “ Despite the almost unlimited nature of what you can do on the web, 40 percent of U.S. online time is spent on just three activities – social networking, playing games and emailing... Tuesday, September 28, 2010 What Americans Do Online: Social Media And Games Dominate Activity - NeilsenWire Aug 2, 2010
  16. 16. Don’t social users hate marketing? Tuesday, September 28, 2010
  17. 17. Don’t social users hate marketing? 76% welcome brand advertising 66% friended or followed a brand 65% have had their mind changed about a brand 97% say that influenced a purchase decision Razorfish - FEED 2008, 2009 Tuesday, September 28, 2010
  18. 18. CONTENTS UNDER PRESSURE Evolution of Influence How big is social media? Why bother? Quick Start Plan Tuesday, September 28, 2010
  19. 19. Fine. It’s popular. But why should my biz bother? Tuesday, September 28, 2010
  20. 20. But why should my biz bother? Your customers Your competition expect you to be is already there. It’s where the next there. influencers are. Serve your It’s fantastic Presence customers better, for SEO. equals trust. earn points. Tuesday, September 28, 2010
  21. 21. CONTENTS UNDER PRESSURE Evolution of Influence How big is social media? Why bother? Quick Start Plan Tuesday, September 28, 2010
  22. 22. SOCIAL MEDIA QUICK START PLAN FOR REALISTS 7 Guidelines for Planning Social Participation Tuesday, September 28, 2010
  23. 23. SOCIAL MEDIA QUICK START PLAN 1 NETWORKS Quantcast.com Forrester Social Technographics Tool Tuesday, September 28, 2010
  24. 24. SOCIAL MEDIA QUICK START PLAN 2 PURPOSE Increase Awareness Stimulate Sales or Leads Enhance Customer Service Establish Thought Leadership Tuesday, September 28, 2010
  25. 25. Increase Awareness Tuesday, September 28, 2010
  26. 26. SOCIAL MEDIA QUICK START PLAN 2 PURPOSE Increase Awareness Stimulate Sales or Leads Enhance Customer Service Establish Thought Leadership Tuesday, September 28, 2010
  27. 27. Stimulate Sales or Leads Tuesday, September 28, 2010
  28. 28. SOCIAL MEDIA QUICK START PLAN 2 PURPOSE Increase Awareness Stimulate Sales or Leads Enhance Customer Service Establish Thought Leadership Tuesday, September 28, 2010
  29. 29. Enhance Customer Service 750 1500 followers followers Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love? @dayn Let me know which store you visited and I'll see what I can do :-) @DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone watching? Social media customer service case study right here. @dayn Just spoke to the Store Manager, and they'll be calling you soon. Happy Thanksgiving, and thanks for your business! @DiscountTire will be giving me $50 rebate, even though it wasn't avail yesterday. Thanks to Rex for fielding the call from corporate. ;) Tuesday, September 28, 2010
  30. 30. Enhance Customer Service 1100 followers SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them @SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that SWdesigns: @dayn I hope you still go back to @discounttire and ask for the rebate as well. It is only a day difference & they should honor that SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great customer service. FTW 27 followers storeistold:@daynThere's a state law, Discount Tire has to give you your $50 back - if the sale is within 30 day Tuesday, September 28, 2010
  31. 31. SOCIAL MEDIA QUICK START PLAN 2 PURPOSE Increase Awareness Stimulate Sales or Leads Enhance Customer Service Establish Thought Leadership Tuesday, September 28, 2010
  32. 32. Establish Thought Leadership Tuesday, September 28, 2010
  33. 33. SOCIAL MEDIA QUICK START PLAN 2 PURPOSE Increase Awareness Stimulate Sales or Leads Enhance Customer Service Establish Thought Leadership Tuesday, September 28, 2010
  34. 34. SOCIAL MEDIA QUICK START PLAN 3 MEASUREMENT fans, followers, subscribers, likes, retweets, mentions, shares, comments, pageviews, time on page, referrals, share of voice, sentiment, click - throughs, sales... START HERE: likes mentions referrals participation Tuesday, September 28, 2010
  35. 35. SOCIAL MEDIA QUICK START PLAN 4 PERSONALITY Who personifies your brand? Be a friend. Participate. Stumble. Adapt. Transparency is the message. Tuesday, September 28, 2010
  36. 36. Personal interaction trumps stale brand messaging Tuesday, September 28, 2010
  37. 37. SOCIAL MEDIA QUICK START PLAN 5 POLICIES SocialMediaGovernance.org @kellyrfeller Tuesday, September 28, 2010
  38. 38. SOCIAL MEDIA QUICK START PLAN 6 CONTENT What is most memorable about your brand right now? What’s share worthy? Center your content around what is poorly served or missing in the market. Turn questions customers are asking of your competition, your sales or customer service departments into topics. Tuesday, September 28, 2010
  39. 39. Will It Blend? iPhone: 2,281,902 views Vuvuzela: 1,309,488 views Tuesday, September 28, 2010
  40. 40. SOCIAL MEDIA QUICK START PLAN 6 CONTENT What is most memorable about your brand right now? What’s share worthy? Center your content around what is poorly served or missing in the market. Turn questions customers are asking of your competition, your sales or customer service departments into topics. Tuesday, September 28, 2010
  41. 41. SOCIAL MEDIA QUICK START PLAN 7 NEXT PHASE Plan for success, failure, and the more likely blindside. Have an objective 3rd party available. Tuesday, September 28, 2010
  42. 42. REAL WORLD EXPECTATIONS Social Influence takes time. A lot of time. The tools are not the strategy. Social Media should be part of your larger online presence, not a silo. Tuesday, September 28, 2010
  43. 43. Best Practices Social Influence is a real thing. Schedule it in. Set aside time. Make nurturing your social relationships a regular part of your day. Tuesday, September 28, 2010
  44. 44. Best Practices Get your co-workers involved. Encourage them to generate content. Tuesday, September 28, 2010
  45. 45. Best Practices Start blogging. Try WordPress, Blogger, Tumblr or Posterous. Tuesday, September 28, 2010
  46. 46. Best Practices Aim for and enable share-ability in all your content. Facebook Like button, Retweet this, comments... Tuesday, September 28, 2010
  47. 47. Best Practices Develop an editorial calendar. Mon Tue We Thur Fri ✓ blog post ✓ 6 tweets ✓ 2 tweets ✓ blog post ✓ fav 2 videos on ✓ 4 tweets ✓ bookmark 1 ✓ bookmark 3 ✓ 4 tweets YouTube ✓ bookmark 3 story story ✓ share 2 stories ✓ 10 tweets for stories ✓ share 2 stories ✓ share 1 video on on Facebook Follow Friday ✓ share 2 stories on Facebook Facebook ✓ share 2 videos on on Facebook Facebook Tuesday, September 28, 2010
  48. 48. Best Practices Host video and images externally. Increase your exposure by uploading imagery and video to Flickr & YouTube, then embedding it on your site. Tuesday, September 28, 2010
  49. 49. Best Practices Always consider the user connected to his or her social graph. Tuesday, September 28, 2010
  50. 50. Thank you. delicious.com / daynw / pbj2 GradyBritton.com For my card, txt: DAYN to 50500 GradyBritton daynw@gradybritton.com dayn Tuesday, September 28, 2010

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