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Social Media Revolution,[object Object]
Why Before How: Developing Successful Social Media Strategy & Synergistic Integration,[object Object],February 1, 2010,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
DJ WaldowDirector of Communitywww.blueskyfactory.com@djwaldow,[object Object]
Mike CorakDirector of Interactivewww.offmadisonave.com@mikecorak,[object Object]
Photo Credit: roadsidepictures,[object Object]
Photo Credit: mocambique,[object Object]
Social Audit Checklist,[object Object],[object Object]
Your Brand(s)?
Your Executives & Key Players?
Your Industry?
Your Competitors?
Where are those conversations taking place?
What opportunities are present to engage the audience?
Messaging
Programs/Promotions
Venues/Tools (e.g. Facebook, Twitter, YouTube)
What does success look like?,[object Object]
Activity | Sentiment | Influencers | Impact,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Listening Implications,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Photo Credit: Frank Eliason,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
How Much Do You Suck? ,[object Object],(a volunteer please),[object Object],Photoby Emily Kreed,[object Object]
Social Media is an Ingredient First, an Entrée Second,[object Object]
Traditional Marketing Mix,[object Object]
Enter Social Media,[object Object]
Integrating Social Media,[object Object],Attracting New Fans & Followers,[object Object]
Integrating Social Media,[object Object],Encouraging those people to engage and/or buy,[object Object]
Integrating Social Media,[object Object],Retaining previous customers or brand advocates,[object Object]
Social Media + Email,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Social Media + Search,[object Object],Blog,[object Object],YouTube,[object Object],Blog,[object Object]
Google Real-Time Search,[object Object]
Conversations ∞ Content,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Search Drives Content Consumption,[object Object]
Blogging for Content & Commerce,[object Object]
Search From Social Outposts,[object Object]
Social Media + Events,[object Object]
Integration Tools & Tactics,[object Object]
Virtual Communication  Real Live Events,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Social Media & Advertising,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Social Media + Media Relations,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
2. Public Relations,[object Object]
The New PR Pitch,[object Object],140,[object Object]
Take a Break,[object Object]
Gather Data,[object Object],Photoby Ansik,[object Object]
Creating a Social Media Strategic Map,[object Object]
The New Way: ,[object Object],Use Human Engagement and Dialog to Drive Preference and Loyalty,[object Object],The Old Way:,[object Object],Use Targeting and Interruption to Convince,[object Object]
A Successful Social Media Program:,[object Object],Uses Humanization and Approachability to Create Kinship and Brand Preference,[object Object]
Social Media Isn’t a Conversation. It’s Where the Conversation Takes Place.,[object Object]
Tools Change. Always..,[object Object],Share of Search, 1999,[object Object]
Worry About the Tools Last, Not First,[object Object],www.theconversationprism.com,[object Object]
7 Step Process,[object Object],Listen,[object Object],What’s the Point?,[object Object],Analyze Audience,[object Object],Find Your One Thing,[object Object],Select Outposts,[object Object],Pick Metrics,[object Object],Make a Statement,[object Object]
1. Listen,[object Object]
Listening Results,[object Object],[object Object]
About Us
About Our Competitors
Sentiment & Share of Voice
Who’s Saying It?
Where Are They Talking?,[object Object]
2. What’s the Point? Awareness?,[object Object],Sales? Loyalty?,[object Object]
Pick One,[object Object]
Photoby JamiesRabbits,[object Object],3. Analyze Audiences,[object Object]
Who Are They?,[object Object],Age,[object Object],Gender,[object Object],Geography,[object Object]
What Relationship Do They Have With Your Brand?,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Pick Up to Two, Adjacent,[object Object]
How Does the Audience Use Social Media?,[object Object]
We’re Not All Spielberg,[object Object]
1961 Entries,[object Object],300 Entries,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
Map Demographics To Social Media Usage,[object Object],http://www.forrester.com/Groundswell/,[object Object]
Determine Whom You’re Going to Reach ,[object Object],Select 2 to 3 Rungs ,[object Object]
4. What’s Your One Thing?,[object Object]
[object Object]
 brochure copy
 filled with
 bullet points
 about
 product
 features and
 benefits
 Does NOT Make This Happen…,[object Object]
It’s Not About Ketchup,[object Object],It’s About Where Ketchup Comes From,[object Object]
It’s Not About Clothes,[object Object],It’s About the People Who Wear Them,[object Object]
Finding the One Thing Isn’t Easy,[object Object]
Brand Anthropology,[object Object],[object Object]
 Ask Your Customers
 Ask Your Agency,[object Object]
Great Movements Are Made Up of       Great People.,[object Object],Social Media Lets You Prove It. ,[object Object]
Sometimes It’s Better If the Employees are the Star. Or the Customers.,[object Object]
Maybe It’s Not Just One Star,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
The Greatest Story Ever Told,[object Object]
5. Select Outposts,[object Object]
Photoby Compujeramey,[object Object],Hit ‘em Where They Are,                      Not Where They Ain’t,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
6. Measure Impact,[object Object]
Awareness? Sales? Loyalty?,[object Object]
Possible Metrics for Awareness,[object Object],Web Traffic From Outposts,[object Object],Social Mentions,[object Object],Share of Voice,[object Object],Followers, Fans, Friends,[object Object],Search Volume Trends,[object Object],Visits from Search,[object Object]
Possible Metrics for Sales,[object Object],Social Connectivity of Customers/Prospects,[object Object],Redemption of Social Media-Only Offers,[object Object],Sales Funnel Actions by Social Referrers,[object Object],Repeat Visits by Social Referrers,[object Object]
Possible Metrics for Loyalty,[object Object],Social Connectivity of Repeat Buyers,[object Object],Net Promoter Score, or Similar,[object Object],Increase in Positive Social Mentions,[object Object],Increase in Positive Ratings/Reviews,[object Object],Reduction in Customer Service Touches,[object Object]
7. Make a Strategic Declaration,[object Object],Photo by U.S. National Archives,[object Object]
(Company Name)will drive (Awareness, Loyalty, Sales), by turning (People, Prospects, First-time customers, Repeat customers) into (Prospects, First-time customers, Repeat customers, Advocates). ,[object Object], ,[object Object],Centered around (One Thing), we will use (Humanization approach) to make the company more human. ,[object Object], ,[object Object],We will engage with (Creators, Critics, Collectors, Joiners, Spectators), on our (Home Base) and on (Outpost) and (Outpost).,[object Object], ,[object Object],We will use (Metric), (Metric) and (Metric) to regularly measure the success of this social media strategy. ,[object Object]
Who Owns Social in the Organization?,[object Object]
Build an Ark to Govern Social Media,[object Object],Paintingby Mary Singleton,[object Object]
On the Ark,[object Object],Marketing / PR Staff,[object Object],Participate in Planning,[object Object],Coordinate Goals & Strategy,[object Object],Maintain Message Integrity,[object Object]
On the Ark,[object Object],Customer Service Team,[object Object],Answer Questions,[object Object],Solve Problems,[object Object],Provide Proactive Alerts,[object Object]
On the Ark,[object Object],Web Technology Team,[object Object],Production (Tools & Apps),[object Object],Contests, iPhone Apps, Games,[object Object],Reference Social Media Outposts,[object Object],Fulfill Social Media Promises,[object Object],Deeper, More Detailed Information,[object Object]
On the Ark,[object Object],Senior Management Team,[object Object],Give It Up,[object Object],Provide Content,[object Object],Be Present,[object Object]
Do Not        Use Force,[object Object],Photo by floodllama,[object Object]
The Right People,[object Object],Passion,[object Object],Learn It.,[object Object],Leverage It.,[object Object],,[object Object],Love,[object Object],It.,[object Object],Time,[object Object],Knowledge,[object Object]
Set Timelines,[object Object]
Gather Data,[object Object],Photoby Ansik,[object Object]
Data to Seek,[object Object],[object Object]
Geography
Age
Gender
Current Social Metrics (if any)
Web Metrics
Unique Visits
Bounce Rate
Referrers
Business Metrics,[object Object]
Community Manager:,[object Object],Your Online Mayor,[object Object]
Personal vs. Business Branding,[object Object]
Find Your Spheres,[object Object]
DJ Waldow,[object Object],Email Marketing,[object Object]
Why Before How: Developing Successful Social Media Strategy and Synergistic Integration

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Why Before How: Developing Successful Social Media Strategy and Synergistic Integration

Editor's Notes

  1. JB
  2. JB
  3. JB
  4. 10:05
  5. DJ
  6. DJ
  7. DJ
  8. DJ
  9. DJ
  10. DJ
  11. DJ
  12. DJ
  13. DJ
  14. DJ
  15. DJ
  16. MC
  17. MC
  18. MC
  19. MC
  20. MC
  21. MC
  22. DJ
  23. DJ
  24. DJ
  25. DJ
  26. DJ
  27. DJ
  28. DJ
  29. DJ
  30. DJ
  31. DJ
  32. DJ
  33. DJ
  34. Facebook and Bing. Google allows Facebook, but not that much. MC
  35. MC
  36. MC
  37. MC
  38. MC
  39. MC
  40. MC
  41. MC
  42. MC
  43. Zumiez keeps this all social to protect “underground” image. You are only invited if you are apart of “the club”. MC
  44. MC
  45. MC
  46. MC
  47. MC
  48. MC
  49. MC
  50. MC
  51. MC
  52. MC
  53. MC
  54. MC
  55. MC
  56. MC – 11:00
  57. MC – 11:00 – 11:10
  58. JB
  59. JB
  60. 11:30
  61. 12:00
  62. Compete
  63. Questions to ask
  64. Questions to ask
  65. JB
  66. JB
  67. JB
  68. JB
  69. JB
  70. JB
  71. JB
  72. JB
  73. JB
  74. JB
  75. JB- 1:40 – Worksheet 1:50
  76. JB
  77. DJ – 1:50
  78. DJ
  79. DJ
  80. DJ
  81. DJ
  82. DJ
  83. DJ
  84. DJ
  85. DJ - LIVE
  86. DJ
  87. DJ - PeopleBrowsr
  88. DJ
  89. MC
  90. MC
  91. MC
  92. MC
  93. MC
  94. MC
  95. MC
  96. MC – 10 minute break?
  97. DJ
  98. DJ
  99. DJ
  100. DJ
  101. DJ – live
  102. MC
  103. MC
  104. MC
  105. MC
  106. MC
  107. MC
  108. MC