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.

Social Media Strategy

1,470 views

Published on

Approaching social media marketing strategies

Published in: Business, Technology
  • Be the first to comment

Social Media Strategy

  1. 1. Social Media Strategy<br />Justin Kistner<br />Sr. Manager Social Media Marketing<br />Webtrends<br />
  2. 2. What is social media?<br />
  3. 3. What is social media?<br />MAYBE<br />NO<br />YES<br />Social networks<br />Blogs<br />Wikis<br />Forums<br />Micromedia<br />Social indexing<br />Commenting<br />Media sharing sites<br /><ul><li>Sites with social features
  4. 4. Print
  5. 5. Radio
  6. 6. TV
  7. 7. Online content without social features</li></li></ul><li>
  8. 8. What is social media?<br />In the future, we won’t call it social media—We’ll just call it communication.<br />
  9. 9. What is social media?<br />“We don’t really think of social media as a marketing channel; that would be kind of like asking about ROI on answering phones.”<br />
  10. 10. Why do businesses care?<br />
  11. 11. Why do businesses care?<br />Reputation<br />
  12. 12. Why do businesses care?<br />Reputation<br />Customer Service<br />
  13. 13. Why do businesses care?<br />Reputation<br />Customer Service<br />Marketing<br />
  14. 14. Why do businesses care?<br />Reputation<br />Customer Service<br />Marketing<br />Collaboration<br />
  15. 15. What are the challenges?<br />
  16. 16. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />
  17. 17. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />
  18. 18. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack of benchmarks<br />
  19. 19. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack of benchmarks<br />Lack of staff<br />
  20. 20. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack of benchmarks<br />Lack of staff<br />Inability to specify infrastructure<br />
  21. 21. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack of benchmarks<br />Lack of staff<br />Inability to specify infrastructure<br />Inability to train staff<br />
  22. 22. What are the challenges?<br />Unsure of what investment to make and how to measure ROI<br />Lack of experience<br />Lack of benchmarks<br />Lack of staff<br />Inability to specify infrastructure<br />Inability to train staff<br />No business processes<br />
  23. 23. Resource considerations<br />
  24. 24. Resource considerations<br />“…the social media space is starting to look like just about every other industry that starts to get mainstream. Social media is often the premise built on 1:1 relationships, and even with technology, that clearly doesn’t scale…”<br />Jeremiah Owyang<br />Former Forrester Analyst<br />Social Media<br />
  25. 25. Resource considerations<br />Top social media personalities are using virtual assistants<br />To do their Facebook and Twitter follows and replies.<br />To review emails, sort them, and sometimes responds on their behalf.<br />
  26. 26. Resource considerations<br />Top social media personalities are using virtual assistants<br />To do their Facebook and Twitter follows and replies.<br />To review emails, sort them, and sometimes responds on their behalf.<br />They’re also using ghost writers<br />Social media book authors outsource their content to ghost writers. It’s the headlining author’s name that drives book sales, in many cases they don’t actually write the content.<br />Many of the top celebrities or top social media names don’t even write their own blog posts and tweets, they outsource it to others.<br />
  27. 27. Resource considerations<br />You’ll need staff<br />
  28. 28. Resource considerations<br />Technology<br />
  29. 29. Resource considerations<br />Business Processes<br />
  30. 30. Top 100 brands<br />
  31. 31. Top 100 brands<br />11 channels<br />6 people<br />
  32. 32. Top 100 brands<br />11 channels<br />35 Twitter accounts<br />22+ people<br />
  33. 33. Top 100 brands<br />10 channels<br /> 6 yr. old community with 1.7 MM users<br />35 people<br />
  34. 34. Top 100 brands<br />9+ channels<br />1,400+ people<br />
  35. 35. Top 100 brands<br />Activity x Channels = Engagement<br />
  36. 36. Top 100 brands<br />Mavens<br />High activity, many channels<br />Butterflies<br />Low activity, many channels<br />Selectives<br />High activity, few channels<br />Wallflowers<br />Low activity, few channels<br />
  37. 37. Top 100 brands<br />Scaled up social media programs correlates to financial performance<br />
  38. 38. Some strategies<br />
  39. 39. Some strategies<br />Reputation management<br />Listen for your brand and respond<br />
  40. 40. Some strategies<br />Reputation management<br />Listen for your brand and respond<br />Rebreaking news<br />Curate news to build rep as a resource<br />
  41. 41. Some strategies<br />Reputation management<br />Listen for your brand and respond<br />Rebreaking news<br />Curate news to build rep as a resource<br />Attention attachment<br />Look for hooks in popular news, identify trends, etc.<br />
  42. 42. Some strategies<br />Reputation management<br />Listen for your brand and respond<br />Rebreaking news<br />Curate news to build rep as a resource<br />Attention attachment<br />Look for hooks in popular news, identify trends, etc.<br />Thought leadership<br />Once you’ve built your popularity, you’re ready to lead conversation<br />
  43. 43. Hot tips<br />
  44. 44. Hot tips<br />Social indexing power accounts<br />
  45. 45. Hot tips<br />Social indexing power accounts<br />Attend events to build online engagement<br />
  46. 46. Hot tips<br />Social indexing power accounts<br />Attend events to build online engagement<br />Get people with more status than you to say your name and good things about you<br />
  47. 47. Hot tips<br />Social indexing power accounts<br />Attend events to build online engagement<br />Get people with more status than you to say your name and good things about you<br />Interviews<br />
  48. 48. Hot tips<br />Social indexing power accounts<br />Attend events to build online engagement<br />Get people with more status than you to say your name and good things about you<br />Interviews<br />Get on Twitter!!!!!!!1<br />
  49. 49. The real opportunity<br />
  50. 50. The real opportunity<br />We’re connecting faster than we can mature<br />
  51. 51. The real opportunity<br />Develop your social skills<br />
  52. 52. Questions?<br />Justin Kistner<br />@justinkistner on Twitter<br />http://blogs.webtrends.com/<br />

×