How to Create A Social Media Strategy


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My presentation from Social Media Art Camp (Smart Camp) at the Roger Smith Hotel. March 6, 2010.

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  • Trendpedia -a blog search engine that allows you to both track and graph topics as well as compare terms-
  • How to Create A Social Media Strategy

    1. 1. So, You Want a Social Media Strategy?<br />How to Use Social Media to:<br />Talk to the right people<br />Build brand awareness<br />Promote your business<br />Michelle Shildkret<br /><br />@miishi<br />
    2. 2. Why Social Media?<br />There are over 200,000,000 blogs, with 54% of bloggers posting and tweeting daily<br />To reach 50 million people, it took…<br />Radio 38 years.<br />TV 13 years.<br />The Internet 4 years.<br />The iPod 3 years.<br />Facebook added 100 million users in less than 9 months.<br />1 out of 8 couples married in the US last year met via social media<br />By 2010 Gen Y will outnumber Baby Boomers, and 96% of them have joined a social network<br />More than 1.5 million pieces of content are shared on Facebook daily<br />Social media has overtaken porn as the #1 activity on the web<br />iPod application downloads hit 1 billion in 9 months<br />34% of bloggers post opinions about brands/products, and 78% of consumers trust peer recommendations<br />YouTube has over 100,000,000 videos<br />Ashton Kutcher and Ellen DeGeneres have more followers than the entire populations of Ireland Norway and Panama<br />If Facebook were a country, it would be the 4th largest.<br />
    3. 3. OK! I GET it! <br />Everyone is hanging out in <br />“social media”.<br />What do I do to reach them?<br />
    4. 4. Lets make a Facebook page RIGHT NOW!<br />Awesome! I’ll sign us up on Twitter!<br />
    5. 5. Social Media is more than just Facebook and Twitter<br />
    6. 6. Slow down<br />You need to answer a few questions first:<br />Who do I want to reach/talk to?<br />What are they interested in?<br />Where do they hang out online?<br />How do I take the cool stuff I have to share and use it to get involved in their conversations?<br />How do I do it without looking like a marketing twat?<br />
    7. 7. 5 Basic Steps<br />
    8. 8. Step 1: Listen and Learn<br />Social media = tools that facilitate conversations<br />Understand what people are already talking about so you can figure out how to best get involved<br />Choose the right keywords<br />Some tools to get you started:<br />Google Blogger Alerts<br />Alltop<br />Twitter Search<br />Be specific and optimize<br />
    9. 9. Step 2: Get Ready<br />Now it’s time to figure out the communications plan<br />Set guidelines<br />Define your target<br />Define your strategy <br />Don’t go overboard<br />Figure out how you’ll measure success<br />
    10. 10. Step 3: Say Hi<br />This is the fun part! <br />Start reaching out to bloggers, leaving comments, growing presence on Twitter, uploading shareable content<br />Make sure all activity furthers dialogue and builds relationships<br />Stick your strategy<br />Plan ahead<br />
    11. 11. Step 4: Get Offline<br />Social media is no replacement for face-to-face interaction<br />Use events, screenings, gallery openings, and meet-ups as opportunities to build even stronger relationships with the members of your online community<br />This can be one-on-one or en masse, formal or totally casual<br />
    12. 12. Step 5: Measure How You’re Doing<br />Measuring social media success begins by asking more questions:<br />Did we learn something about our target that we didn’t know before?<br />Did they learn something about us?<br />Were weable to engage in new dialogue?<br />What am I doing with the information I’m learning?<br />Some free tools you can use:<br />Trendpedia (blogs)<br />Facebook analytics<br />Twitter Grader / Twitalyzer<br />
    13. 13. Types of impact you can measure:<br /><ul><li>Visitors
    14. 14. Impressions
    15. 15. Positive word of Mouth/Complaints
    16. 16. Interactions
    17. 17. Click-throughs
    18. 18. Positive press
    19. 19. ReTweets & @mentions
    20. 20. Media views (YouTube views, etc)
    21. 21. Facebookfans
    22. 22. Twitter followers
    23. 23. Blog Buzz
    24. 24. Comments
    25. 25. Embeds, Downloads & Installs
    26. 26. Ratings
    27. 27. Social Bookmarks
    28. 28. Percentage of buzz containing links
    29. 29. Influence of consumers reached
    30. 30. Demographics of audience reached
    31. 31. Social Media habits/interests of target audience
    32. 32. Geography of participating consumers
    33. 33. Polls taken / votes received
    34. 34. Number of user generated submissions / Amount of user generated content
    35. 35. Contest entries
    36. 36. Attendance generated at in-person events
    37. 37. Redemption rates from coupons</li></ul>Measuring Return of Influence<br />
    38. 38. Being Human Online<br />
    39. 39. The Basics<br /><ul><li>Be transparent and authentic
    40. 40. Be human
    41. 41. Listen to your audience and talk with them not at them
    42. 42. Establish an ongoing dialogue
    43. 43. Respect the knowledge and opinion of your followers / fans
    44. 44. Create content which can be shared and adds value for the user
    45. 45. Engagement comes in many forms - mix it up
    46. 46. Don’t mislead
    47. 47. Don’t spam</li></li></ul><li>Social Media Party Guidelines<br />Don’t just show up<br />Bring gifts<br />It’s a party – talk to everyone<br />Make friends<br />Make plans<br />
    48. 48. Good Content Builds Buzz<br />Communications<br />Content<br />Live events, experiential activity, digital content, TV shows, webisodes / viral video, contests, apps and widgets, stories, stunts and visual identities<br />Blogger outreach & digital word of mouth, viral seeding, social networking strategy, active listening, CRM and community management<br />Online Word of Mouth<br />Offer Value<br />
    49. 49. Let’s Summarize<br />Social media is a powerful tool- its not just Facebook<br />You can use social media to understand what your audience thinks about you and how you can make yourself stronger<br />You can use these channels to talk to influencers who might ignore you otherwise<br />But you have to talk WITH them, not at them<br />And make a plan so you know how to go<br />
    50. 50. How do you make that plan?<br />Answer these questions, and you’ll be on your way<br /><ul><li>How does your audience use social media?
    51. 51. Creators / Critics / Collectors / Joiners / Spectators
    52. 52. What’s your thing? What makes you different?
    53. 53. How will you make sure to be a human, not a marketing machine?
    54. 54. What 3 metrics are you going to use to measure success/ROI?
    55. 55. Who are you and what do you do, in less than 140 characters?
    56. 56. Why are you in social media?
    57. 57. What is your current relationship with your audience?
    58. 58. Nothing, they don’t even know me!
    59. 59. They’re aware of me, but there’s no give and take
    60. 60. They love me! They’re doing things to promote me, yes!</li></li></ul><li>I’m Michelle Shildkret<br />I used to be an Industrial Designer<br />Now I am the Head of Social Media and Digital Comms for Cake Group<br />I love good food, my dog Waffle, running, travel and discovering new things<br />You can find me online here:<br />For conversational tidbits- Twitter: @miishi<br />For things that make me laugh- Tumblr blog:<br />For my credentials- LinkedIn:<br />