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Why Before How: The Keys to Developing a Social Media Strategy in 7 Steps Social Media AZ August 20, 2009
This is the Tip of the Iceberg #SMAZ Socialmediaaz.org Social Media AZ on LinkedIn www.convinceandconvert.com @jaybaer
Old Marketing is Archery. New Marketing is Ping Pong. Use Targeting and Interruption to Convince Use Human Engagement and Dialog to Drive Preference and Loyalty
A Successful Social media Program: Uses Humanization and Approachability to Influence How the Company Is Perceived by Customers and Prospects
Social media Isn’t a Conversation. It’s Where the Conversation Takes Place
Worry about the tools last, not first www.theconversationprism.com
Tools Change. Always.. Share of Search, 1999
Step 1: What’s Your Pitch?
The Elevator is Dead
What Does Your Company Do?  In 120 Characters
Step 2: What’s the Point?
What type of program is this? Awareness? Sales? Loyalty?
Pick One
Step 3: Current Relationship
What Does The Audience Know About You?
Pick Up to Two, Adjacent
Step 4: How Does the Audience Use Social Media?
The World According to Social Media China India United States
We’re Not All Spielberg
1961 Entries 300 Entries
Map Demographics To Social Media Usage http://www.forrester.com/Groundswell/profile_tool.html
Determine Who You’re Going to Reach.  Select 1 to 3.
Step 5: What’s Your One Thing?
[object Object]
 brochure copy
 filled with
 bullet points
 about
 product
 features and
 benefits
 Does NOT Make This Happen…,[object Object]
It’s Not About Ketchup. It’s About Where Ketchup Comes From.
It’s Not About Scissors. It’s About How You Use Them.
Brand Anthropology ,[object Object]
 Ask Your Customers
 Ask Your Agency,[object Object]
It’s About People, Not Logos
Sometimes It’s Better If the Employees Are the Star
Is it About Shoes, Or About People?
Step 7: Identify Success
Know What Success Looks Like Before You Start
If Point = Awareness Web Traffic Web Traffic Referrals Search Volume Trends Followers, Fans, Friends Social Mentions Share of Voice

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Developing a Social Media Strategy in 7 Steps

Editor's Notes

  1. Questions to ask
  2. A year ago we didn’t have Twitter, now it’s a lynchpin of social media
  3. Questions to ask
  4. Questions to ask
  5. Questions to ask
  6. Questions to ask
  7. Questions to ask
  8. Questions to ask
  9. Questions to ask
  10. 5 places where audience can be on the action continuum. 6 places they can be on the ladder from yesterday
  11. 5 places where audience can be on the action continuum. 6 places they can be on the ladder from yesterday
  12. Questions to ask
  13. Questions to ask
  14. Questions to ask
  15. Questions to ask
  16. Different people online wield this consumer power differently. Forrestoertechnographics ladder.
  17. Clearly, some age groups are more prone to being creators than others. Here’s an example.
  18. Clearly, some age groups are more prone to being creators than others. Here’s an example.
  19. Questions to ask
  20. Questions to ask
  21. A critical component of social media is to humanize the brand. A boring brand with a facebook page is still boring. You have to find the one thing that’s interesting about the company and focus on that. Sometimes it’s operational.
  22. A critical component of social media is to humanize the brand. A boring brand with a facebook page is still boring. You have to find the one thing that’s interesting about the company and focus on that. Sometimes it’s operational.
  23. A critical component of social media is to humanize the brand. A boring brand with a facebook page is still boring. You have to find the one thing that’s interesting about the company and focus on that. Sometimes it’s operational.
  24. A critical component of social media is to humanize the brand. A boring brand with a facebook page is still boring. You have to find the one thing that’s interesting about the company and focus on that. Sometimes it’s operational.
  25. A major part of convincing clients that social media works is by measuring success <:45>
  26. Questions to ask
  27. A critical component of social media is to humanize the brand. A boring brand with a facebook page is still boring. You have to find the one thing that’s interesting about the company and focus on that. Sometimes it’s operational.
  28. A major part of convincing clients that social media works is by measuring success <:45>
  29. A major part of convincing clients that social media works is by measuring success <:45>
  30. A major part of convincing clients that social media works is by measuring success <:45>
  31. Questions to ask
  32. A major part of convincing clients that social media works is by measuring success <:45>
  33. A major part of convincing clients that social media works is by measuring success <:45>
  34. A major part of convincing clients that social media works is by measuring success <:45>
  35. A major part of convincing clients that social media works is by measuring success <:45>
  36. Questions to ask
  37. Questions to ask
  38. <5:20>