Beyond the toolbox: social media strategy

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Beyond the toolbox: social media strategy

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Beyond the toolbox: social media strategy

  1. 1. Beyond the ToolboxChristopher S. Penn@cspenn
  2. 2. I can skip right over this.
  3. 3. Fair Warning
  4. 4. What Today Is Not
  5. 5. A Lesson About Cameras
  6. 6. iPhone 3G Photo
  7. 7. Nikon D90 Photo
  8. 8. It’s not about tools......It’s about skill with tools.
  9. 9. Basics
  10. 10. Strategy
  11. 11. Work right to left Social Media Strategy Who What Why Network Content Objectives Who is going to be your target What content are you going to What are the overall business audience? create or curate to gain interest? objectives and goals?What self-identified characteristics Where will that content come from? How will you measure them? will you look for? What schedule will you use? What indicators will you use to What networks are they on? determine when something’s not Who will be responsible for content working and who makes that call? How will you build the network? creation?Download this PDF at http://cspenn.com/1s
  12. 12. Social Media’s Role (why)
  13. 13. Audience Social, Search,Prospects Advertising LeadsCustomers EmailEvangelists
  14. 14. Network Types
  15. 15. Symmetric Asymmetric Relationships (who)
  16. 16. Short Form Long Form Content formats (what)
  17. 17. Content Feedback Loop
  18. 18. AudienceContent
  19. 19. Audience80 Content
  20. 20. 32,21432,214 32,214 32,214 32,214 Audience 80 Content
  21. 21. 32,21432,214 32,214 32,214 32,214 Audience 107 80 Content
  22. 22. Metcalfe’s Law
  23. 23. Metcalfe’s Law
  24. 24. Metrics
  25. 25. Goals
  26. 26. Last Touch Attribution
  27. 27. multichannel funnels
  28. 28. Connection
  29. 29. Ladder of Commitment
  30. 30. Buy something >> part Attend webinar er’s m usto The La Subscribe to blog on c dder o ffort f t or e Comm Subscribe to email tmen itment mmi (christ Download eBook of co ophers levelFollow/Like socially penn.c asing Incre om) Visit a website
  31. 31. Zero Moment of Truth
  32. 32. are you there?
  33. 33. Influence
  34. 34. CLiking
  35. 35. Reciprocity
  36. 36. Social Proof
  37. 37. DConsistency
  38. 38. Authority
  39. 39. Scarcity
  40. 40. Compass
  41. 41. No magic wands
  42. 42. Adaptability
  43. 43. Case Study
  44. 44. http://cspenn.com/book
  45. 45.
  46. 46.
  47. 47. C
  48. 48. D
  49. 49. To Recap
  50. 50. Basics Metrics Connection Compass Adaptability
  51. 51. The Core Lesson
  52. 52. It’s not about tools......It’s about skill with tools.
  53. 53. Resources
  54. 54. http://amzn.to/kai9Fn
  55. 55. http://amzn.to/jpwGx1
  56. 56. http://amzn.to/kX1sEG
  57. 57. http://amzn.to/ke178w
  58. 58. http://cspenn.com/book (no kindle needed)
  59. 59. Questions?Christopher PennDirector of Strategy, WhatCountscspenn@gmail.comTwitter: @cspennLinkedIn: cspenn.com/lFacebook: cspenn.com/fWeb: christopherspenn.com

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