1. + Plan an EFFECTIVE social
media strategy
Susan Mernit
Workshop for Chicago Community Trust
October 2010
1

2. + 2
Welcome to the social media
ecosystem
200
million
Americans
connected
to
everyone
?
44
million
people
2
billion
photos
you

3. + 3
The game has changed
Even
beyond
Google,
everyone
is
inter-­‐connected
from
centralized
authori?es
…
…
to
networks
&
crowds.
You
need
to
play
to
compete.

4. + 4
The game has changed
referral,
recommenda?on
and
reputa?on
customers,
Sales
and
more

5. + 5
The basic social media toolbox

6. + 6
Let’s talk about:
value
to
you
plan
execute
measure

7. + 7
1. Start with a strategy
What
do
I
want
to
accomplish?
My
goals:
Build
Establish
a
awareness,
presence
on
the
engagement,
web
traffic,
community

8. + 8
2. Execute your plan
 Create a campaign
 Schedule posts
 Create a workflow
 Publish
content, promote via
Facebook & Twitter
 Be a cultural curator
 Measure results

9. + 9
3. It’s okay to do “bursty” work
 Daily: News site or Blog, Twitter, Facebook
 Weekly: YouTube, Flickr
 Occasionally: Linked-In

10. 10
+ . Pay attention to SEO, writing
4
headlines
 SEO means Search Engine
Optimization
 Makes you discoverable
 Use keywords, locations in headlines
 Test how Google, Bing, Yahoo “find”
your posts
 Learn more: Mashable, YouTube.

11. + 11
5. Self-monitor andçcheck the metrics
 Set up* ego *alerts w/Google alerts
 Use Google Analytics to check web
site
 Facebook Insites to check FB page
 Tweetreach for twitter
 Set goals for growth & reach each
quarter

12. + 12
6. Reach into the community, online & off
 Hold meet-ups in your area
 Attend events
 Go to local events, fairs—organize!
 One meeting / week with someone new
 Keep your contacts active

13. + 13
7. Be entrepreneurial!
 Focus on outcomes
 Use social media to help build
relationship & connection
 Try new things—a little at a time
 Media sponsorships, community
trainings, real world meetings

14. + 14
Set goals & measure results
 Google analytics: best tool ever
 Google search: Track impact, buzz, reputation
 Facebook: Insites & Search
 Twitter: Tweetreach

15. + 15
Questions
 Do you have a campaign goal?
 Is social media a part of your workflow?
 Are you processing work so it can be repurposed? (Video,
audio, photos)
 Do you have distribution partners?
 Collaborators?

16. + 16
Remember, it’s about the outcomes
• Building
your
brand
• Being
known
for
something
• Expanding
your
community
• Purposeful
networking
• Growing
audience
&
engagement
Social
media
is
a
GREAT
way
to
build
reach
AND
connec?on—learn
how
to
use
it.

17. + 17
Reaching Susan
 Susan Mernit is an entrepreneur, trainer and blogger with
a passion for social media. A former VP at AOL and Netscape, she
co-founded Oakland Local (oaklandlocal.com) and consults on
social media and web development via houseoflocal.org
 Blog: susanmernit.com
 Twitter: @susanmernit
 Facebook: Susan Mernit
 Email: mernit@gmail.com
 Credits: Some graphics & content in this presentation are from an
earlier presentation created by Susan & Deanna Zandt
(deannzandt.com)