Social Media Strategy on a Budget: GSMI Social Media Strategies Summit 2014

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Social media has become an ubiquitous part of business marketing. Recognizing that it is essential to integrate your efforts surrounding the use of social media to complement your marketing and communication plan, this workshop will include a discussion around tying these efforts together and best practices in doing so. During this hands-on workshop, we will help you get started on developing a social media strategy with laying down the foundation for a consistent and clear path. This workshop is designed for those who are at the early stages of using social media at their organizations.

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Social Media Strategy on a Budget: GSMI Social Media Strategies Summit 2014

  1. 1. $ocial Media Strategy on a Budget Social Media Strategy Summit #SMSsummit
  2. 2. Your Presenters @rachelmetscher #SMSsummit @VSteeleTweet
  3. 3. Workshop Overview • • • • • • • State of Social Media How to P.O.S.T. Before You Post Listening vs. Monitoring How to Create a Social Media Team How to Create a Social Media Playbook Best Practices Rules of Engagement @rachelmetscher #SMSsummit @VSteeleTweet
  4. 4. Budget Definitions • There is more than one kind of budget – Monetary (Cost) – Labor (Time) – Materials (Resources) @rachelmetscher #SMSsummit @VSteeleTweet
  5. 5. Poll Does your organization have a Social Media budget? @rachelmetscher #SMSsummit @VSteeleTweet
  6. 6. Current Situation 52% of B2C content marketers feel challenged by their budget. (Content Marketing Institute) @rachelmetscher #SMSsummit @VSteeleTweet
  7. 7. The Current State of Social
  8. 8. Concordia University Irvine - Before Veronica Steele @rachelmetscher #SMSsummit @VSteeleTweet
  9. 9. Solution @rachelmetscher #SMSsummit @VSteeleTweet
  10. 10. When Hiring @rachelmetscher #SMSsummit @VSteeleTweet
  11. 11. But First You Need.. @rachelmetscher #SMSsummit @VSteeleTweet
  12. 12. Create Your Formula for Social Media Success = Nail Down Your Social Media Strategy: P.O.S.T **People’s Time, Content Curation and Creation, Distribution @rachelmetscher #SMSsummit @VSteeleTweet
  13. 13. P.O.S.T or BUST If you are focusing on whether you should “do YouTube” or “Pinterest” you don’t get it. @rachelmetscher #SMSsummit @VSteeleTweet
  14. 14. Limited Budget Means Getting Resourceful No FTE for Social? Get Resourceful No $$$, leverage social media brand ambassadors @rachelmetscher #SMSsummit @VSteeleTweet
  15. 15. Activity Time Outline Your Organizations P.O.S.T • • • • People Objective Strategy Technology @rachelmetscher #SMSsummit @VSteeleTweet
  16. 16. Where To Begin @rachelmetscher #SMSsummit @VSteeleTweet
  17. 17. Listening @rachelmetscher #SMSsummit @VSteeleTweet
  18. 18. Monitoring • • • • • • • • @rachelmetscher #SMSsummit Hootsuite Tweetdeck Google Alerts Search Radian6 Sysmos Media Alert Vendors PR Agencies @VSteeleTweet
  19. 19. Set up Community Managers
  20. 20. Poll How is your organization set up for social right now? @rachelmetscher #SMSsummit @VSteeleTweet
  21. 21. Activity Time Social Media Community Managers Model
  22. 22. Social Media Policy Human Resources vs. • Acceptable Behavior • Legal - HIPPA - FERPA • Access to Social at Work • Professional Guidelines @rachelmetscher #SMSsummit @VSteeleTweet Marketing and Communication • • • • Branding Identity / Voice Public Relations Crisis Communications • Risk Management
  23. 23. What’s Involved in Training @rachelmetscher #SMSsummit @VSteeleTweet
  24. 24. No Policy? Consider a Playbook Social Media Playbook @rachelmetscher #SMSsummit @VSteeleTweet
  25. 25. No Policy? Consider a Playbook Social Media Playbook Ingredients • • • • FAQs Guidelines Expectations Do’s and Don’ts – Scenarios • Social Media Policy @rachelmetscher #SMSsummit @VSteeleTweet
  26. 26. Who Should be Involved in Creating the Playbook Social Media Playbook: • • • • • • • • Legal HR Senior Leaders Marketing PR Community Relations Sales Product Development @rachelmetscher #SMSsummit @VSteeleTweet
  27. 27. Policy or Playbook @rachelmetscher #SMSsummit @VSteeleTweet
  28. 28. BEST PRACTICES
  29. 29. Best Tip #1: Learn from Others, Help Others @rachelmetscher #SMSsummit @VSteeleTweet
  30. 30. Best Tip #2: Read, Read and Read Some More @rachelmetscher #SMSsummit @VSteeleTweet
  31. 31. Best Tip #3: Plan for Success… Otherwise you plan for failure @rachelmetscher #SMSsummit @VSteeleTweet
  32. 32. Best Tip #4: Where to Find Resources? @rachelmetscher #SMSsummit @VSteeleTweet
  33. 33. Best Tip #5: You Need an Executive Champion @rachelmetscher #SMSsummit @VSteeleTweet
  34. 34. Best Tip #6: Change is Hard @rachelmetscher #SMSsummit @VSteeleTweet
  35. 35. Best Tip #7: It Takes a Village I am ready Can’t Wait Yay! @rachelmetscher #SMSsummit @VSteeleTweet I Tweet!
  36. 36. Best Tip #8: Don’t Be Afraid @rachelmetscher #SMSsummit @VSteeleTweet
  37. 37. Bonus #1: Where Can You Find Content to Share Caring is Sharing, but where do you begin? @rachelmetscher #SMSsummit @VSteeleTweet
  38. 38. Bonus #2: Be Passionate: Excitement is Key @rachelmetscher #SMSsummit @VSteeleTweet
  39. 39. Bonus #3: Control vs. Channeling @rachelmetscher #SMSsummit @VSteeleTweet
  40. 40. Bonus #4: Reporting Social Media Metrics This graphic comes from a Corporate Executive Board social media member survey. Those surveyed were asked to indicate which metrics they use to track the performance of a social media campaign. @rachelmetscher #SMSsummit @VSteeleTweet
  41. 41. Bonus #4: Reporting What to Report? Suggestions @rachelmetscher #SMSsummit @VSteeleTweet
  42. 42. Bonus #5: Engagement vs. Broadcasting @rachelmetscher #SMSsummit @VSteeleTweet
  43. 43. Wrap Up @rachelmetscher @VSteeleTweet #SMSsummit
  44. 44. Questions @rachelmetscher @VSteeleTweet #SMSsummit
  45. 45. Resources • • • • • • • • • • • Radian6 eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/ Blog: http://www.salesforcemarketingcloud.com/blog/ Webinars: http://www.salesforcemarketingcloud.com/resources/webinars/ Public Relations Society of America (PRSA) Blog: Building Marketing Strategies for Higher Education : http://buildingmarketingstrategies.wordpress.com/ Blog: Social Media Strategies Summit: http://socialmediastrategiessummit.com/blog/ Social Media Today, http://socialmediatoday.com/ Metscher’s Musing, http://metschermusings.wordpress.com/ Social Media Playbook: http://www.slideshare.net/rmetscher/social-mediaplaybook-20544843 How to Create Your Own Social Media Playbook, http://readwrite.com/2012/04/09/how-to-create-your-ownsocial#awesm=~obTk8MFg9aUFHR @rachelmetscher #SMSsummit @VSteeleTweet
  46. 46. Resources • • • • • • • • • Marketplace Education: http://www.marketplace.org/topics/economy/education Experian Blog: http://www.experian.com/blogs/marketing-forward/ Hobsons Blog: Content Marketing Institute: http://contentmarketinginstitute.com/ How to Setup a Social Media Business Strategy http://www.socialmediaexaminer.com/how-to-setup-a-social-mediabusiness-strategy/ http://www.forbes.com/sites/deannazandt/2013/05/22/3-essentialcomponents-of-successful-social-media-campaigns/ Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-topromote-your-brand-on-youtube?adref=nlt062613 Six Digital Metrics to Watch, http://goo.gl/Q3LUi Social Media ROI: http://bootcampdigital.com/measuring-social-media-withalan-knecht/ @rachelmetscher #SMSsummit @VSteeleTweet
  47. 47. Resources • • • • • • • • • Marketplace Education: http://www.marketplace.org/topics/economy/education Experian Blog: http://www.experian.com/blogs/marketing-forward/ Hobsons Blog: Content Marketing Institute: http://contentmarketinginstitute.com/ How to Setup a Social Media Business Strategy http://www.socialmediaexaminer.com/how-to-setup-a-social-mediabusiness-strategy/ http://www.forbes.com/sites/deannazandt/2013/05/22/3-essentialcomponents-of-successful-social-media-campaigns/ Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-topromote-your-brand-on-youtube?adref=nlt062613 Six Digital Metrics to Watch, http://goo.gl/Q3LUi Social Media ROI: http://bootcampdigital.com/measuring-social-media-withalan-knecht/ @rachelmetscher #SMSsummit @VSteeleTweet
  48. 48. Resources • • • • • Ensure Strategt Not Tactics Drives Social Media http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategynot-tactics-drives-your-social-media What Do You Need to Make Social Media Successful in Higher Ed? http://socialmediatoday.com/rmetscher/1600341/what-do-you-need-makesocial-media-successful-higher-ed 9 Ways to Keep You Fresh, Inspired and Creative, http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-you-freshinspired-and-creative 5 Social Media Metrics That You Should Pay Attention To, http://socialmediatoday.com/digitalsherpa/1586596/5-social-media-metricsyou-should-pay-attention Social Yin and Yang: The Perfect Union of Strategic Listening and RealTime Engagementhttp://socialmediatoday.com/jordanv/1602056/social-yinand-yang-perfect-union-strategic-listening-and-real-time-engagement @rachelmetscher #SMSsummit @VSteeleTweet
  49. 49. Resources • • • • • • • Brian Solis, http://www.conversationprism.com/ HootSuite blog, http://blog.hootsuite.com/social-media-storytelling-3/ Winning the Sorytelling War by Jonah Sachs http://www.youtube.com/watch?feature=player_embedded&v=xvaPF_y-fiU Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a Good Story, http://socialmediatoday.com/bryan-kramer/1570971/summerand-social-media-why-you-need-campfire-fishing-pole-and-good-story Altimeter Group, Social Business Survey, http://www.altimetergroup.com/research/reports/evolution-social-business Empowered, Groundswell’s blog, http://forrester.typepad.com/groundswell/ 3 Reasons Why Social Media Policy Is More Important Than Strategy, http://marketingland.com/3-reasons-why-social-media-policy-is-moreimportant-than-strategy-43873 @rachelmetscher #SMSsummit @VSteeleTweet

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