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

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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>