Developing a measurable social strategy by melanie woods

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Step-by-step instruction on how to develop a measurable social media strategy, no matter how big your business, or how many lines of business you serve. What I share here is based on my experience over the last 10 years of integrated marketing experience for a variety of brands.

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Developing a measurable social strategy by melanie woods

  1. 1. Developing a Measurable Social Media Strategy<br />By: @melaniewoods<br />
  2. 2. Agenda<br />Reminders<br />10 steps to create a strategy<br />What to measure<br />What tools to use<br />What to budget<br />Secret Weapon<br />Bonus Track<br />Q&A<br />2<br />
  3. 3. Reminders<br /><ul><li>Social should be integrated into the marketing mix
  4. 4. Start with the same metrics you use now
  5. 5. Understand who you need to report to and what matters to them
  6. 6. Tell people about your success and help others
  7. 7. Be active in social personally
  8. 8. It’s not free
  9. 9. You will get complaints
  10. 10. You will mess up
  11. 11. You will have to be available outside of 8-5
  12. 12. You will not always have the answers
  13. 13. You will not have enough resources
  14. 14. You will have to collaborate & empower other departments
  15. 15. You are part of a revolution!</li></ul>3<br />
  16. 16. 10 Steps to create a strategy<br />4<br />
  17. 17. 10 Steps to create a strategy<br />5<br />
  18. 18. What to measure<br />6<br />
  19. 19. What to measure<br /><ul><li>Impressions
  20. 20. RT’s
  21. 21. Clicks
  22. 22. Conversions
  23. 23. Sentiment
  24. 24. SOV
  25. 25. Traffic Sources
  26. 26. SEO rank
  27. 27. Service Level
  28. 28. Visit Loyalty
  29. 29. Campaign Reach</li></ul>7<br />
  30. 30. What tools to use<br />8<br />
  31. 31. What to budget<br />9<br />
  32. 32. What to budget<br />10<br />
  33. 33. Secret weapon<br />11<br />
  34. 34. SECRET WEAPON: SOCIAL INTELLIGENCE<br />Buying Cycles<br />Customer Satisfaction<br />Competitive Insight<br />Product Development<br />Industry Shifts<br />Marketing Reach<br />Brand Awareness<br />PR Opportunities<br />Lead Generation<br />12<br />
  35. 35. Bonus Track – Must Do’s<br /><ul><li>Get Executive Buy-in
  36. 36. Social Policy
  37. 37. Crisis Plan
  38. 38. Education Plan
  39. 39. Define Brand Voice
  40. 40. Secure Corporate Brand Handles (even @__sucks)
  41. 41. Understand Regulations
  42. 42. Benchmark
  43. 43. Build Network (other marketers doing social)
  44. 44. Have a short, mid, and long term strategy</li></ul>13<br />
  45. 45. Questions?<br />Contact:<br />twitter.com/melaniewoods<br />linkedin.com/in/melaniewoods<br />facebook.com/melaniewoodsmarketing<br />14<br />

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