This document provides guidance on developing a social media strategy. It recommends listening to what customers are saying about your brand online through searches, social profiles, and dedicated software. The document also suggests determining your goals such as spreading messages, making existing marketing more interactive, establishing credibility, understanding customers, and helping customers support each other. It then discusses strategies for engagement, appropriate social media tools to use, and metrics for measuring the success of efforts through numbers of followers, comments, key influencers, and share of conversation, as well as analyzing traffic and discussions.

1. collin@bluezoocreative.com
Twitter.com/ccondray
6/6/2013

2. Listen
2
 Google your
name, industry, competitors,
and products
 Search Facebook and
Twitter.com
 Dedicated software

3. Listen
3
 What are your customers
saying about you?
 Is it good or bad?
 Is there anyone already
passionate about your
brand or industry?

4. People
4
 What are your customers
ready for?
 Make sure your target
audience is ready for what
you throw at them.

5. Objectives
5
 What are your goals?
 Talking/broadcasting –
spread your message.
 Make an existing digital
marketing initiative
(banner/search ads) more
interactive.

6. Objectives
 What are your goals?
 Establishing credibility
6

7. Objectives
7
 What are your goals?
 Listening – better
understand your customers.
 Get insights from your
customers to help make
marketing and product
development decisions.

8. Objectives
8
 What are your goals?
 Supporting – help your
customers support each
other.
 Effective for companies that
have high support costs or to
connect with cohesive
groups that already exist.

9. Strategy
9
 What change do you want
your customers to make?
 Carry messages to others
 Engage more with your
organization.

10. Technology
10
 What social media tools
should you use or build?

11. Measure – Soft Metrics
11
 Number of followers on
social media networks
 Number of
posts, comments, Tweets, etc
.
 Key influencers, who already
have a following that is
talking about you
 Share of conversation

12. Measure
12
 What are they saying?
 Are they saying good or bad
things about you? Are the good
comments increasing?
 Where is the conversation
occurring? (blogs, news
sites, forums, social media
sites)

13. Measure – Hard
Metric Comparisons
 Pay Per Click (PPC) =
 Cost Per Click (CPC)
 Cost Per 1000 Impressions
(CPM)
 Get comparison rates from
Google or Facebook ads

14. Measure – Hard Metrics
 Google Analytics can help
measure web goals
 Need to create custom web
addresses to share to track in
detail.
 Easy to do with eCommerce
but harder to do with
services.
14

15. Google Analytics
Social Reporting Tool
 Drop off rates tell
you where you
losing your visitors
15

16. Google Analytics
Social Reporting Tool
 How does social media
affect goals
 Which networks drive
traffic
 Where people are
discussing your
organization
16

18. collin@bluezoocreative.com
Twitter.com/ccondray
6/6/2012