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Social Media Strategies that Work!


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Presentation from the 2011 Space Coast Women's Business Conference, Aug. 5, 2011 in Melbourne, FL.

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Social Media Strategies that Work!

  1. 1. Social Media Strategies that Work!<br />Space Coast Women’s Business Expo<br />Julie Arnold<br />Social Media Manager<br />
  2. 2. Why social media?<br />The explosion in social media is transforming business—impacting demand and determining how dollars are spent. The voice of the digital consumer has found empowered expression in the new world order.<br />Businesses must invest in and implement a social media strategy that is able to adapt to the changing social landscape. <br />Today every consumer has a voice that is driving value—businesses are changing processes, technologies, and structures in response. The customer is the center and customer service is the core around which the companies are organizing themselves.<br />
  3. 3. The NBA<br />The NBA is in the midst of a record-setting season. <br />Highest TV ratings across networks (ESPN, TNT and ABC) <br />All-time high in traffic to<br /> 2 billion video views on its website<br />One of the most-trafficked YouTube channels.<br />It's no coincidence that this surge is happening as the league experiences unprecedented growth among its social media platforms. <br />The NBA just surpassed 100 million combined followers and likes on Twitter and Facebook. That number, which includes the official league, team and player pages, is up from 63 million at the start of the season.<br />
  4. 4. The NBA<br />Approximately half of the NBA's players (220+) are on Twitter, including almost all of the game's biggest stars <br /> Shaquille O'Neal and Steve Nash were both named among Time magazine's top Twitter feeds. <br />The NBA has embraced social media in a way that perhaps no other sport has, making it an integral part of the league's day-to-day operations. <br />From a daily social media strategy conference call to the final postgame tweet, these efforts seek to create what commissioner David Stern likes to refer to as a "digital watercooler," a space where friends, fans and followers can discuss the NBA.<br />
  5. 5.
  6. 6. The NBA<br />They integrated social media at each venue.<br />Each team is responsible for their social media efforts.<br />They monitor trends and engage with fans<br />They offer sneak peaks to the fans, pre-game highlights and special benefits not offered to the general public<br />Strategy is awareness, engagement and interaction and it working!<br />
  7. 7. Strategy…why do I need one?<br />Many companies rushed to develop social media assets and find themselves asking…now what?<br />Any successful marketing and communications plan must be outlined by developing a strategy<br />Social media is one tool in the marcomm toolbox<br />Without a solid strategy you will spend countless time and money<br />
  8. 8. How do I get started?<br /> How to Get Started<br /><ul><li>Listen. See what is being said about your brand.
  9. 9. Find and follow related blogs and conversations.
  10. 10. Comment. Add relevance to the discussion.
  11. 11. Understand the commitment
  12. 12. Everyone must work together-outline your team
  13. 13. The most successful campaigns involve numerous team members
  14. 14. Commit to brand consistency
  15. 15. Develop a social media policy</li></li></ul><li>Determine your strategy and goals<br />Awareness-Inform the public of your existence<br />Branding-Establish your brand in social media<br />Thought Leadership-establish your company as a leader in your field of expertise<br />Reputation Management-monitor what is being said about your company and products<br />Customer Engagement-monitor engagement with customers or potential customers<br />Information gathering-research, polling<br />Sales-Customer Service-provide excellent online customer service<br />Loyalty-reward your loyal customers<br />
  16. 16. Determine which platforms will help you reach your goals (hint where your customers are):<br />
  17. 17. How will you measure success?<br />Establish measure of success<br /><ul><li>Branding-Establish our brand in social media
  18. 18. Facebook: number of Fans
  19. 19. Twitter: number of followers
  20. 20. Blog: number of readers, RSS feeds
  21. 21. YouTube: number of followers, views
  22. 22. Engagement
  23. 23. Facebook: determine the number of times your posts were ‘liked’, shared or commented on
  24. 24. Twitter: follow hashtags to quantify reach, Retweets, @replies and DMs
  25. 25. Blog: Monitor comments, subscribers, shares
  26. 26. YouTube: count number of comments, “Likes”</li></li></ul><li>Examples<br /><ul><li>What kind of strategies do you think the NBA is employing?</li></li></ul><li>Dunkin Donuts<br />
  27. 27. Dunkin Donuts<br />
  28. 28. Dunkin Donuts<br />America’s Super Soldiers<br /><ul><li>Partnership with Marvel Studios to promote the July 22 release of Captain America
  29. 29. Dunkin Donuts teamed with Baskin Robbins to develop an essay campaign
  30. 30. Public can nominate their “Super Solider “ and explain how they make a difference.
  31. 31. Winner is determined by the USO and respective partners and receive great prizes. </li></li></ul><li>Dunkin Donuts<br /><ul><li>America’s Super Soldiers
  32. 32. Excellent media received from blogs, media, in all social media platforms
  33. 33. Essay authors share their essays on Facebook and other social media assets
  34. 34. 4 Million people have ‘Liked’ the promotion
  35. 35. Strategy???</li></li></ul><li>How could you recreate this contest?<br /><ul><li>Develop your idea
  36. 36. Determine which social media asset you will use (or all of them)
  37. 37. Work with a third party application
  38. 38. One Forty (
  39. 39. Wildfire App (Facebook) (
  40. 40. Offer Pop (Twitter) (
  41. 41. Involver (
  42. 42. Most applications can stand alone and/or embed into a website</li></li></ul><li>How could you recreate this contest?<br /><ul><li>Develop your marketing and outreach plan
  43. 43. Kick off your campaign
  44. 44. Monitor daily
  45. 45. Modify as needed
  46. 46. Communicate and engage</li></li></ul><li>United States Marine Corps<br />
  47. 47. United States Marine Corps<br />
  48. 48. In closing… Alpacajoe<br />
  49. 49. Questions??<br />Julie Arnold<br />Social Media Manager, Griffin Communications Group<br /><br />321-773-3841<br />Twitter: @GriffinPeeps, @JulieFlorida<br />Facebook:<br />Linkedin: Julie Arnold (Jones)<br />