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Social Media for Business     Emily Sandford
The Business Case             • US Internet users               spend 3X more time               on blogs and social      ...
The StepsA: Set Objectives  The MDA: Most Desired ActionB: Integrate into communications planC: Tactical planning and exec...
A. Set ObjectivesBefore jumping into the social mediawaters, really think about WHY youwant to use social media:• Build cu...
B: Integrate Into Plan• How does social media support the  existing plan?• What objectives or portions of other  marketing...
C. Tactical Planning and Execution              • Who: Who is responsible                for posting and for              ...
Cautionary Tale
About policies… Fear of policy enforcement is the #1factor that stops business blogs and social media programs before they...
C. Tactical Planning and Execution• Companies don’t post on social  media, humans do.• Conversational• Passion and authori...
But what do I write?•   Intention•   Customer education (without selling)•   Skip the marketing fluff•   Product/Service a...
Promotion• If you build it, will they come?• Refer to target audience to set  promotion strategy• Get employees involved• ...
D: Monitoring•   Standard web metrics – overall•   Web metrics – blog content•   Content analysis•   Social mentions•   Fe...
Monitoring: Google Analytics
Monitoring: Other specialtytools
Resources• Download this presentation• Links to all mentioned tools• Recommended articles  > authenticallysocial.com/nawbo <
Questions?          Emily Sandford      authenticallysocial.com           Personal blog:         skinnyemmie.com   emily@a...
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Making Sense of Social Media: NAWBO Lexington

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Making Sense of Social Media presentation given to NAWBO Lexington on 2.19.13 by Emily Sandford of Authentically Social.

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Making Sense of Social Media: NAWBO Lexington

  1. 1. Social Media for Business Emily Sandford
  2. 2. The Business Case • US Internet users spend 3X more time on blogs and social media than on email • 43% of all online consumers are social media fans or followers • 81% of consumers receive product purchasing advice from friends and family on social media • 63% of companies say using social media has increased
  3. 3. The StepsA: Set Objectives The MDA: Most Desired ActionB: Integrate into communications planC: Tactical planning and executionD: Monitoring
  4. 4. A. Set ObjectivesBefore jumping into the social mediawaters, really think about WHY youwant to use social media:• Build customer communities• Drive website traffic• Provide customer service• Share company news• All of the above?
  5. 5. B: Integrate Into Plan• How does social media support the existing plan?• What objectives or portions of other marketing elements can social media: – Enhance – Reinforce – Replace – Support
  6. 6. C. Tactical Planning and Execution • Who: Who is responsible for posting and for oversight? • What: What content is being posted? • When: When do you plan on posting, monitoring, and responding? • Where: Where will you post content (which networks) • Why: Why are you doing it? • How: How are you going
  7. 7. Cautionary Tale
  8. 8. About policies… Fear of policy enforcement is the #1factor that stops business blogs and social media programs before they start! Source: Intel
  9. 9. C. Tactical Planning and Execution• Companies don’t post on social media, humans do.• Conversational• Passion and authority• Transparency• Frequency (don’t be the one who disappears)
  10. 10. But what do I write?• Intention• Customer education (without selling)• Skip the marketing fluff• Product/Service applications• Any real-time news• FAQs• No ideas? Ask employees and customers
  11. 11. Promotion• If you build it, will they come?• Refer to target audience to set promotion strategy• Get employees involved• Make content visible on existing channels
  12. 12. D: Monitoring• Standard web metrics – overall• Web metrics – blog content• Content analysis• Social mentions• Feed subscribers• Lead tracking• Comments
  13. 13. Monitoring: Google Analytics
  14. 14. Monitoring: Other specialtytools
  15. 15. Resources• Download this presentation• Links to all mentioned tools• Recommended articles > authenticallysocial.com/nawbo <
  16. 16. Questions? Emily Sandford authenticallysocial.com Personal blog: skinnyemmie.com emily@authenticallysocial.com 859.721.0414

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