1.
Social Media Strategies
The Path Less Traveled
@shaunholloway | srholloway.com

2.
The Path… is Tough
• A Pep Talk from Kid President to You
by Soul Pancake via YouTube

3.
The Path… is Tough
• The Landscape has changed… KEEP UP!
• Some significantly…
– Flickr
– Google and Google+
– Twitter
– Facebook
– Instagram

4.
Flickr

5.
Google and Google+

6.
Twitter and the API

7.
Facebook

8.
Instagram

9.
The Path… Changes
• How do you survive?

10.
The Path… Needs Created

11.
Web/Social Basic Model
Central Website
and Community
Video
Photos
Blogs
Audio
Social
Networks
YouTube
Vimeo
Veoh
Flickr
Instagram
Photobucket
Picasa
Pinterest
DailyMotion
Facebook
LinkedIn
Forums
Microblogs
Interest
General
Utterly
Blubrry
Interest
General
Sites
Company
Individual
Institution
Organic
Widgets BookmarksEmail
Interest
General

12.
Strategic Plans Merge
• Combine your IT and Marketing Strategies
Organization Strategy
Marketing Strategy
Social
Media
Photo
and
Video
Email Content
IT Strategy
System Web Portal Channel

13.
Social Media Tool Hierarchy
• Understand how tools and content connect
Website, Facebook, LinkedIn, Blogs
Twitter, YouTube
RSS Feeds Apps
Flickr,
Tumblr
Widgets
Tier
1
Tier
2
Tier
3

14.
Pyramidal Approach to Social Media
• Establish then advance
Based on level of risk required and the ability to sustain a more complex tool
Enter photo-sharing communities
Enter video-sharing communities
Establish blogs and micro-blogs
Sustain social network presence
Utilize audio
Active
Participation

15.
Are You Ready? = 5 Questions
1. What is the purpose / mission?
2. Who is going to be the champion?
3. Who is the target audience?
4. How is it going to be sustained?
5. How does it fit strategically?

16.
The Path… is Full of Traffic

17.
Your First Follower(s)
• Leadership Lessons from Dancing Guy
by Derek Sivers

18.
Embrace the Shift
• Know the game
Paid
TV
Print
Radio
Events
Display
SEM/Online
Owned
Storefront
Website
Direct Mail/Email
Social Network/Media
Earned
Word-of-Mouth
Press
Referrals
On-site Comments
Shares, Likes, RT’s
Check-ins
Ratings/reviews
Mentions
Shifted Components
of the Marketing Strategy

19.
Find the “Sweet Spot”
Channel
AudienceContent
Be selective
Take your time
Sweet
Spot

20.
Choose Communication Channels
Newsletters
Email
Campaigns
Facebook
pages
Blog posts/
Twitter
LinkedIn
Groups
Media
Websites
Print
Collateral
News/media
release
Website/
Feeds
Information Technology Strategy
creates and supports channels
Content
Create key message and/or media = Customize or repurpose message for delivery in specific channel(s)
Identify audiences appropriate for content
Monitor audience reaction and participation
Evaluation
Communications and Marketing Strategy
determines approach
Purpose/Goal
Audience
Timing/Frequency
Appropriateness
Response
Voice
Personality
Consistency
Brand
Development framework
Tool integration
Guides usage
Innovation
Use social media centralization as a gateway and means
to integrate marketing/communication functions

21.
The Path… Causes Road Rage

22.
Radical Trust = The Steak Knife
• In a steak restaurant, everyone has a
serrated knife and could kill you
• You have no body armor or defenses
• How can you trust these people?

23.
Don’t be Afraid of the “< 1%”
• Moral code is in the majority
• Safety is in the community
• Environment is well-constructed
• Assumes equal and abundant resources

24.
Response Protocol
• Need to have a plan should the
“less than 1% percent” happen
• Part of your social media strategy and
communications toolkit
• @webpronews featured my social media response design in
their "A Collection of Social Media Flowcharts" article on July
22, 2011, http://slidesha.re/n0rzEA

25.
The Path… Analyzes Data

26.
• Don’t mistake data, metrics, and KPIs for ROI.
Metrics measure important points, but they don’t
connect to dollar values. (Radian6, 2012)
• The Value of a Follower
–Is it worth it and how do you know?
–How do they help the business?
–Can you make decisions?
Metrics and KPIs

27.
High-Level Content Report
• 13 months of data. What do you know?

28.
Social Media Dashboard
• What does this tell us about our audience?
Courtesy of Josh Fitzwater, Director of Social Media, Kenyon College

29.
The Path… Analyzes People

30.
Simple but Complicated
• Lost Generation
by Jonathan Reed

31.
Profile Your Followers
• Listening vs.
Participating
• Sharing vs. Creating
• Casual vs. Consistent
• Broad vs. Focused
Klout Style Grid

32.
Example Klout Style Grid
• What do we know?
• How does this data
help marketers?
Klout Style Grid

33.
Sentiment Analysis
• False Negatives
– “crying” or “crap” suggest negativity
– Could also be “Holy crap! This is great!”
• Relative Sentiment
– “I bought a Honda Accord.
Great for Honda bad for Toyota.”

34.
Sentiment Analysis
• Compound Sentiment
– “I love the phone but hate the network.”
• Conditional Sentiment
– “I was really mad, but they gave me a refund.”
• Scoring Sentiment
– “I like it.” vs. “I really like it.” vs. “I love it.”?

35.
Sentiment Analysis
• Sentiment Modifiers
– How does the emoticon apply?
– “Gotta love the cable company :-(”
– “I bought an iPhone today :-P”
• International Sentiment
– Different cultures have different personalities
– Japanese for crying = (;_;)

36.
The Path… Analyzes Tools

37.
Data Monitoring Tool Examples
• Server logs and Webalyzer
• Google Analytics and Webmaster Tools
• YouTube, Twitter, and Facebook Insights
• URL shortener stats
– Bitly.com, ow.ly, goo.gl, is.gd

38.
Data Monitoring Tool Examples
• Hootsuite, Tweetdeck, SocialEngage (Exact Target)
• Woopra, Twentyfeet.com, Trendsmap.com
• Quantcast, Alexa, Topsy.com, Twitonomy.com
• Radian6 (SalesForce), Webtrends, HubSpot, Vocus

39.
Monitor in 30 Minutes or Less
• 5 Check Twitter for mentions, interactions, etc.
• 5 Check own blog feeds/comments
• 5 Scan Facebook wall and comments
• 5 Filter and flag content in LinkedIn Groups
• 3 Scan Google/blog alerts for articles, etc.
• 3 Review Facebook Insights
• 3 Review YouTube Insights

40.
The Path Less Traveled
Know Your Approach… and Your Data
@shaunholloway | srholloway.com