Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Creating Winning Social Media Strategies in 8 Steps

597,563 views

Published on

The 8 step social media strategic planning process from Jay Baer and Convince & Convert, used with major corporations and agencies world-wide.

Published in: Business

Creating Winning Social Media Strategies in 8 Steps

  1. @jaybaer #esto12Why Before How:Creating Social Media Strategic Plans in 8 Steps
  2. @jaybaer #esto12the tools always change60453015 share of search 0 1999
  3. @jaybaer #esto12 OL S! ON TO SING FOCU TO PS
  4. @jaybaer #esto12focus onhow to be SOCIAL worry less about how to do SOCIAL MEDIA.
  5. @jaybaer #esto12SOCIAL MEDIA is now the most popular online activity WHY?
  6. @jaybaer #esto12
  7. @jaybaer #esto12Control Over Personal Relationships
  8. @jaybaer #esto12Control Over Business Relationships
  9. @jaybaer #esto12TECHNOLOGY FORCESADAPTATION
  10. @jaybaer #esto12telephone
  11. @jaybaer #esto12fax
  12. @jaybaer #esto12web
  13. @jaybaer #esto12email
  14. @jaybaer #esto12We’ve changed our businessto respond to each of theseshifts, but not to social media.
  15. @jaybaer #esto12
  16. @jaybaer #esto12 Social Media Strategy8 stepprocess
  17. 1 @jaybaer #esto12buildan ark
  18. @jaybaer #esto12DO NOT CREATECOMMITTEESAT BAYONET POINT
  19. @jaybaer #esto12gather data Customer Characteristics Current Social Metrics (if any) Web Metrics Business Metrics
  20. 2 @jaybaer #esto12 listen & compare
  21. @jaybaer #esto12easier with software
  22. #esto12 Listening Queries What’s Being Said About Us? What’s Being Said About Topics of Interest? What’s Our Sentiment? Who’s Saying It? Where Are They Saying It?
  23. @jaybaer #esto12Competitor Analysis
  24. @jaybaer #esto12 pick one.3 awareness? what’s the sales? point? loyalty?
  25. @jaybaer #esto12 Repeat/Unaware Aware Trial Advocate Enthusiast
  26. @jaybaer #esto12 ADVOCACYAWARENESS
  27. @jaybaer #esto12 If You Try to AccomplishEverything in Social Media,You’ll Accomplish Nothing.
  28. @jaybaer #esto124 success metrics
  29. @jaybaer #esto12 The goal isnt to be good atsocial media, the goal is to begood at business because of social media.
  30. @jaybaer #esto12Whatever youre trying to accomplish dictates how and what you measure. Awareness Sales Advocacy
  31. @jaybaer #esto12Measure Behavior not just Data
  32. @jaybaer #esto12Weak Metric: Stronger Metric: Number of Facebook Engagement Rate Facebook fans
  33. Affinity + Weight + Recency =Facebook Visibility
  34. @jaybaer #esto12Weak Metric: Stronger Metric: Social Mentions Desired Web Behaviors Among Visitors From Social
  35. @jaybaer #esto12Weak Metric: Stronger Metric:Number of Clicks Offers Redeemed
  36. @jaybaer #esto12
  37. @jaybaer #esto12 JUST BECAUSE EVERYTHING ISMEASURABLEDOESN’T MEAN YOUSHOULD MEASUREEVERYTHING
  38. @jaybaer #esto125 analyze audience
  39. @jaybaer #esto12 Use Research & Personas to ModelName: Name:John Doe Jane DoeGender: Gender:Male FemaleAge: Age:24 23Hometown: Hometown:NYC NYC
  40. Customer Sleuthing
  41. @jaybaer #esto12 Age / Gender / Geography Who Are They?How Do They Use Social Media?
  42. @jaybaer #esto12creators24%
  43. @jaybaer #esto12conversationalists 33%
  44. @jaybaer #esto12 critics37%
  45. @jaybaer #esto12collectors20%
  46. @jaybaer #esto12 joiners59%
  47. @jaybaer #esto12spectators70%
  48. @jaybaer #esto12inactives17%
  49. @jaybaer #esto121,961 300
  50. @jaybaer #esto12Give Your Audience Appropriate Social Media Assignments CREATORS 18-24 41% 45-54 14%
  51. @jaybaer #esto126 what’s your one thing?
  52. @jaybaer #esto12 Passion, Not Featuresinnovation magic safety service You ?????
  53. If everyone has aSPECIAL OFFER yours isn’t that special
  54. @jaybaer #esto12
  55. @jaybaer #esto127engagement &humanization
  56. @jaybaer #esto12 social mediaIS ABOUT PEOPLE not logos.
  57. @jaybaer #esto12
  58. @jaybaer #esto12be a person
  59. @jaybaer #esto12
  60. @jaybaer #esto12 Harvest stories about your destination & visitors These visitors Storytellingcreate more stories humanizes for harvesting destination Kinship drives Humanization visits from new & creates kinship previous travelers Social Media Success Process
  61. @jaybaer #esto128 channel plan
  62. @jaybaer #esto12Social Media Home Base & Outposts
  63. @jaybaer #esto12Social Media Detective
  64. Johnny Don’t Read
  65. @jaybaer #esto12what is your VISUALEXECUTION PLAN?
  66. @jaybaer #esto12digital DANDELION
  67. @jaybaer #esto12
  68. @jaybaer #esto12
  69. @jaybaer #esto12EVERY CHANNEL YOU ADD IS A COST FIRST, AND THEN MAYBE A BENEFIT
  70. @jaybaer #esto12 8 Steps: Refresher Course build an ark 1listen & compare 2 what’s the point? 3 success metrics 4 analyze audience 5 what’s your one thing? 6 engagement & humanization 7 channel plan 8
  71. @jaybaer #esto12focus onhow to be SOCIAL worry less about how to do SOCIAL MEDIA.
  72. Jay BaerConvince & Convertjaybaer.com/ESTO

×