Building a social media strategy - Presented for CFMA DFW, July 2011
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The document discusses building an effective social media strategy. It covers assessing the current social media landscape, setting goals and metrics, developing content and engagement guidelines, planning for crises, and establishing internal processes and tools. Key aspects include understanding your audience, creating a content plan, designating social media team roles and responsibilities, and providing resources for employees. The overall message is that an organized strategy that considers objectives, guidelines, and internal support can help brands effectively engage through social media.
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Building a social media strategy - Presented for CFMA DFW, July 2011
- 1. Building Your Social Media Strategy Victoria Harres @VictoriaHarres @PRNewswire #PRNewswire
- 4. Broadcasting @VictoriaHarres @PRNewswire #PRNewswire
- 5. Engagement @VictoriaHarres @PRNewswire #PRNewswire
- 6. Pew Research Center, June 2011
- 8. Dell Listening Command Center
- 12. Gorilla Can Make You Human @VictoriaHarres @PRNewswire #PRNewswire
- 13. google+ linkedin slideshare facebook flickr twitter blog your website
- 14. foundation @VictoriaHarres @PRNewswire #PRNewswire
- 16. ADV MKTG PR @VictoriaHarres @PRNewswire #PRNewswire
- 17. Editorial Guidelines demonstrate your expertise PR MKG CONVERSATION ENGAGEMENT USEFUL INFORMATION
- 23. A welcome customer tweet and the challenging road that got us there…
- 24. PRODUCTS HR CUSTOMER SERVICE SALES EXECUTIVE SUITE MKTG PR Social Media
- 25. the internal rolodex * Who are your key contacts in each department or division? * Who can make the really big decisions? * Who holds the passwords? * Who in senior management will pick up a phone and call a client when needed?...after hours? * Who are your champions in the boardroom?
- 26. elements of a social team strategy Guidelines for team members * Engagement plan * Team schedule * Content strategy * Assignments and duties
- 29. FAITH @VictoriaHarres @PRNewswire #PRNewswire
- 34. Flipboard @VictoriaHarres @PRNewswire #PRNewswire
- 36. @dfwCFMA thank you! Image credits: http://exclusive-executive-resumes.com/wp-content/uploads/2009/10/Blueprint.jpg http://www.webdevtuts.net/photoshop-2/create-a-rocking-blue-print-web-layout/ Universal Pictures image of Alfred Hitchcock from The Birds. Victoria Harres @PRNewswire @VictoriaHarres [email_address]
Editor's Notes
- Engagement vs. Broadcasting
- Personality has replaced the brand logo. Humanizing the brand is the true opportunity of Twitter.
- PewResearchCenter - http://pewresearch.org/pubs/2025/social-impact-social-networking-sites-technology-facebook-twitter-linkedin-myspace
- Social Media Grows Among Business Journalists / informal survey by the Society of American Business Editors and Writers http://sabew.org/2011/06/social-media-usage-grows-among-business-journalists/
- In December 2010 Dell launched it’s Listening Command Center to monitor social networks for: -mentions of their brand -mentions of terms related to their brand Who needs a focus group when you have Twitter?
- Case study: Kogi BBQ
- Case study: Martell Home Builders … http://www.socialmediaexaminer.com/9-companies-doing-social-media-right-and-why/ A biz that traditionally relied heavily on realtor’s to bring them customers. Through social media they are reaching consumers. They are engaging consumers through Twitter, Facebook, YouTube, blogging, but all roads lead back to the pitch. Today, 86% of their leads come directly from consumers.
- Social media should enhance your visibility and lead potential customers to information on doing business with you.
- The primary gift of social media to a brand is the opportunities to LISTEN. But there is no value to listening without the ability and agility to respond and act upon the data gathered.
- Content Planning: What kind of content should you look to? Where should this content go? How can you facilitate your audience sharing your content?
- Editorial Guidelines 30% useful information 30% engagement 30% conversation 10% self promotion
- Remember your press releases can be social, can be rich with useful links, photos, videos that can be shared through social networks.
- Crisis communications has to happen in real time.
- It’s not always a big crisis, but they can be just as important.
- Connecting The Dots Within The Organization: It’s not that everything revolves around social media. It’s that social media connects to and affects every department within a company.
- These people are on the front line and they need to be calm, professional and agile.
- We hire people we trust representing our business in the real world. The same should hold true in the virtual world.
- Make it simple. Make it clear.
- Look at your audience frequently: -know who they are -know what the need -know their concerns -know how they change
- Look at yourself in the mirror often. I use Flipboard on the iPad as a mirror.