A recent presentation for the AdFed Columbus. You can't template a social media program, you have to take the time to understand and analyze everything going on around you. Best of luck!

1. Presentation for
AdFed Columbus: Social Media Strategy
January 18, 2013
333 W. Nationwide Blvd.
Columbus, Ohio 43215
614-255-2333

3. THE MAYANS WERE WRONG…

4. But, so was Newsweek
“Visionaries see a future of telecommuting
workers, interactive libraries and multimedia
classrooms. They speak of electronic town
meetings and virtual communities. Commerce
and business will shift from offices and malls
to networks and modems. And the freedom of
digital networks will make government more
democratic.

5. But, so was Newsweek
Baloney. Do our computer pundits lack all
common sense? The truth is no online
database will replace your daily newspaper, no
CD-ROM can take the place of a competent
teacher and no computer network will change
the way government works.”
NewsWeek February 26, 1995

6. SO WHAT?
WE (BRANDS, COMPANIES, ORGANIZATIONS, PEOPLE)
NEED TO BE IN SOCIAL MEDIA!

7. A Social Media Strategy is not…
A share campaign
An infographic
A Twitter party
A blogger outreach campaign
A Facebook page
A Twitter handle
A corporate blog

8. HOW?

9. Organizational
Goals
Marketing
Strategy
Digital
Strategy
Social Media
Strategy

10. Social Media Strategy: Getting Started
Establish the participation motivation
– “I’m joining social media because xxxxxxxxxx”
Identify the challenges or needs
– Does the organization have the resources to sustain long-term
engagement?
– Is there a cultural barrier around message control?
Gain a perspective on yourself and the competition
– Walk the walk before talking the talk
– Start small, test and learn
– Guide the experience; be authentic and operate in real time
Set benchmarks
– Social Networks (fans, # of event attendees)
– Social Media (media impression, number of blog placements,
number of tags)

11. MONITOR : ENGAGE : MEASURE
MONITOR
Listen to the conversation and identify
influentials
MONITOR ENGAGE
MEASURE

12. Audit the assets you have
OWNED
Bran Bran Bran Bran Bran Bran
PRODUCTS PROJECTS ARTICLES PHOTOS VIDEOS BRAND
d d d d d d
EARNED & FOUND
Bran Bran
BLOG Bran
SOCIAL Bran Bran Bran
REVIEWS PHOTOS VIDEOS PROGRAMS
d POSTS
d POSTS
d d d d

13. MONITOR : ENGAGE : MEASURE
MONITOR
Listen to the conversation and identify
influentials
MONITOR ENGAGE
ENGAGE
Target influentials; generate positive
brand discussion
MEASURE

14. Engage Your Audience
Ask Questions
Run a Contest
Re-Post, Re-Tweet, Re-Blog Their Content

15. MONITOR : ENGAGE : MEASURE
MONITOR
Listen to the conversation and identify
influentials
MONITOR ENGAGE
ENGAGE
Target influentials; generate positive
brand discussion
MEASURE
MEASURE
Evaluate efficacy; refine messaging and
outreach targets as necessary

16. STRATEGY IN ACTION

20. A scalable program
Enable business units
Streamline workflow
Grow advocates
Integrate with other marketing efforts

21. Keys to Success
Embrace transparency
Embrace critical comments
Embrace trust

22. Don’t forget the Mayans
Salesforce Marketing Cloud, December 21, 2012

23. THANK YOU
QUESTIONS