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1




Clothing the Emperor
10 Questions to Ask When Developing A Social www.idfive.com Strategy
                    225 e. ...
2




                                                                        What are
                                   ...
3




Success Metrics

    ๏ Traffic
    ๏ Leads
    ๏ Conversions
    ๏ Engagement
    ๏ Awareness
    ๏ Being cool


    ...
4




ROI   = Success Metric / Money Spent




       225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
5




    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
5


$5,000 spent
             =$5/click
1,000 clicks




              225 e. redwood street baltimore, md 21202 410.837.5...
5


$5,000 spent
             =$5/click
1,000 clicks
1,000 clicks =10% conversion to leads =$50/lead
100 emails




      ...
5


$5,000 spent
             =$5/click
1,000 clicks
1,000 clicks =10% conversion to leads =$50/lead
100 emails
100 emails...
5


$5,000 spent
             =$5/click
1,000 clicks
1,000 clicks =10% conversion to leads =$50/lead
100 emails
100 emails...
6




                                                                           Rick Page




    225 e. redwood street b...
6




    Hope is not a strategy.
                                                                                Rick Pag...
7
                                               Why Social Media?




    225 e. redwood street baltimore, md 21202 410.8...
8




Why?

    ๏ Where’s your audience?
    ๏ Do you want to build stronger relationships?
    ๏ Do you just want to be o...
9




    225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
10




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
11




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
12




 What kind of social media will best help
        you achieve your goals?
           225 e. redwood street baltimor...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
13




Uses of Social Media
                                                         Person-to-Person Relationships
 ๏ Net...
Are you prepared to give up control of your
14

         brand...even a little bit?




            225 e. redwood street ...
15




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
16




                                   brand




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive....
16




          Company                  brand            Customers




     225 e. redwood street baltimore, md 21202 41...
17




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17




     Brands are collaborations.



           225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
18
 How do you plan to get people to visit?




           225 e. redwood street baltimore, md 21202 410.837.5555 www.idfiv...
19




                       Not very likely




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
20




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
21
  Who is going to be responsible for
maintaining your social media presence?




          225 e. redwood street baltim...
22




            Roadkill painting syndrome



     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
23




Tips on staffing

 ๏ Make it part of the job description
 ๏ Provide clear evaluation criteria
 ๏ Expect autonomy
 ๏ ...
24




            Do you have the resources?
     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
25




Costs

 ๏ Content creation on a regular basis
 ๏ Setting up site
 ๏ Monitoring
 ๏ Reporting
 ๏ Opportunity cost
 ๏ ...
26
 How does social media fit into a larger
 marketing/communications strategy?




          225 e. redwood street baltimo...
27




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
28




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
29
What constitutes success?




          225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
30




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
31




     What are you going to do less of if you
      commit resources to social media?
               225 e. redwood ...
32




     225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
33




Let’s talk!
sean.carton@idfive.com




                225 e. redwood street baltimore, md 21202 410.837.5555 www.id...
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Clothing The Emperor: 10 Questions To Ask Yourself When Developing A Social Media Strategy

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Clothing The Emperor: 10 Questions To Ask Yourself When Developing A Social Media Strategy

  1. 1. 1 Clothing the Emperor 10 Questions to Ask When Developing A Social www.idfive.com Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 Media
  2. 2. 2 What are you trying to accomplish? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  3. 3. 3 Success Metrics ๏ Traffic ๏ Leads ๏ Conversions ๏ Engagement ๏ Awareness ๏ Being cool 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  4. 4. 4 ROI = Success Metric / Money Spent 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  5. 5. 5 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  6. 6. 5 $5,000 spent =$5/click 1,000 clicks 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  7. 7. 5 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  8. 8. 5 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 100 emails =5% conversion to sales =$1,000/sale 5 purchases 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  9. 9. 5 $5,000 spent =$5/click 1,000 clicks 1,000 clicks =10% conversion to leads =$50/lead 100 emails 100 emails =5% conversion to sales =$1,000/sale 5 purchases ROI= $1,000/sale 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  10. 10. 6 Rick Page 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  11. 11. 6 Hope is not a strategy. Rick Page 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  12. 12. 7 Why Social Media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  13. 13. 8 Why? ๏ Where’s your audience? ๏ Do you want to build stronger relationships? ๏ Do you just want to be on the bandwagon? ๏ Do we fill a niche that’s not filled anywhere else? ๏ Do you do something better? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  14. 14. 9 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  15. 15. 10 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  16. 16. 11 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  17. 17. 12 What kind of social media will best help you achieve your goals? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  18. 18. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  19. 19. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  20. 20. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  21. 21. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  22. 22. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  23. 23. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  24. 24. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  25. 25. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  26. 26. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  27. 27. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  28. 28. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  29. 29. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  30. 30. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  31. 31. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  32. 32. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  33. 33. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  34. 34. 13 Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Influencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  35. 35. Are you prepared to give up control of your 14 brand...even a little bit? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  36. 36. 15 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  37. 37. 16 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  38. 38. 16 Company brand Customers 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  39. 39. 17 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  40. 40. 17 Brands are collaborations. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  41. 41. 18 How do you plan to get people to visit? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  42. 42. 19 Not very likely 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  43. 43. 20 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  44. 44. 21 Who is going to be responsible for maintaining your social media presence? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  45. 45. 22 Roadkill painting syndrome 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  46. 46. 23 Tips on staffing ๏ Make it part of the job description ๏ Provide clear evaluation criteria ๏ Expect autonomy ๏ Recognize the new workload ๏ Integrate with communications: it’s not a technical position 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  47. 47. 24 Do you have the resources? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  48. 48. 25 Costs ๏ Content creation on a regular basis ๏ Setting up site ๏ Monitoring ๏ Reporting ๏ Opportunity cost ๏ Production 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  49. 49. 26 How does social media fit into a larger marketing/communications strategy? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  50. 50. 27 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  51. 51. 28 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  52. 52. 29 What constitutes success? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  53. 53. 30 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  54. 54. 31 What are you going to do less of if you commit resources to social media? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  55. 55. 32 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  56. 56. 33 Let’s talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

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