The document provides an overview of a presentation on social media marketing strategies. It discusses using social media to build audiences for products like Scott Pilgrim t-shirts and measuring the results. It also provides examples of using social media for sales outreach, crisis communications, and building relationships with influencers. Throughout, it emphasizes researching the situation, setting goals and objectives, and adjusting strategies based on metrics.
This document outlines a business plan for a tea company called Kadak. It lists the team members and their degrees and LinkedIn profiles. It then has the team members select roles they would play on the team such as designer, picker, hacker, or hustler. Brief backgrounds are provided for each team member. The document then fills out a business model canvas covering key partners, activities, customer segments, channels, relationships, revenue streams, costs, and more.
This is a description we gave to one of our clients, regarding the technical aspects of specifically how to leverage LinkedIn for their business. They are an architecture, engineering, surveying company that wanted it's sales team to enhance their business-to-business (B2B) efforts.
Customer Acquisition via Facebook - Case StudiesSocial Fulcrum
We are a digital marketing consulting company that focuses on customer acquisition for growth-stage companies. Simply put, we get companies more leads for less money.
This is a collection of some of our recent case studies.
Study: The Future of VR, AR and Self-Driving CarsLinkedIn
We asked LinkedIn members worldwide about their levels of interest in the latest wave of technology: whether they’re using wearables, and whether they intend to buy self-driving cars and VR headsets as they become available. We asked them too about their attitudes to technology and to the growing role of Artificial Intelligence (AI) in the devices that they use. The answers were fascinating – and in many cases, surprising.
This SlideShare explores the full results of this study, including detailed market-by-market breakdowns of intention levels for each technology – and how attitudes change with age, location and seniority level. If you’re marketing a tech brand – or planning to use VR and wearables to reach a professional audience – then these are insights you won’t want to miss.
Artificial intelligence (AI) is everywhere, promising self-driving cars, medical breakthroughs, and new ways of working. But how do you separate hype from reality? How can your company apply AI to solve real business problems?
Here’s what AI learnings your business should keep in mind for 2017.
This document provides guidance to new LegalShield Independent Associates on getting started in their business. It instructs Associates to identify all of their existing contacts from different areas of their personal and professional networks who could potentially be interested in LegalShield's services. These include family members, friends, coworkers, acquaintances from organizations, past associates, and anyone they do business with regularly. The document then lists over 100 specific industries and professions for Associates to consider if they know anyone working in those fields. The goal is to compile a comprehensive list of all existing connections to help Associates promote LegalShield's products and services and find new customers.
This document outlines a business plan for a tea company called Kadak. It lists the team members and their degrees and LinkedIn profiles. It then has the team members select roles they would play on the team such as designer, picker, hacker, or hustler. Brief backgrounds are provided for each team member. The document then fills out a business model canvas covering key partners, activities, customer segments, channels, relationships, revenue streams, costs, and more.
This is a description we gave to one of our clients, regarding the technical aspects of specifically how to leverage LinkedIn for their business. They are an architecture, engineering, surveying company that wanted it's sales team to enhance their business-to-business (B2B) efforts.
Customer Acquisition via Facebook - Case StudiesSocial Fulcrum
We are a digital marketing consulting company that focuses on customer acquisition for growth-stage companies. Simply put, we get companies more leads for less money.
This is a collection of some of our recent case studies.
Study: The Future of VR, AR and Self-Driving CarsLinkedIn
We asked LinkedIn members worldwide about their levels of interest in the latest wave of technology: whether they’re using wearables, and whether they intend to buy self-driving cars and VR headsets as they become available. We asked them too about their attitudes to technology and to the growing role of Artificial Intelligence (AI) in the devices that they use. The answers were fascinating – and in many cases, surprising.
This SlideShare explores the full results of this study, including detailed market-by-market breakdowns of intention levels for each technology – and how attitudes change with age, location and seniority level. If you’re marketing a tech brand – or planning to use VR and wearables to reach a professional audience – then these are insights you won’t want to miss.
Artificial intelligence (AI) is everywhere, promising self-driving cars, medical breakthroughs, and new ways of working. But how do you separate hype from reality? How can your company apply AI to solve real business problems?
Here’s what AI learnings your business should keep in mind for 2017.
This document provides guidance to new LegalShield Independent Associates on getting started in their business. It instructs Associates to identify all of their existing contacts from different areas of their personal and professional networks who could potentially be interested in LegalShield's services. These include family members, friends, coworkers, acquaintances from organizations, past associates, and anyone they do business with regularly. The document then lists over 100 specific industries and professions for Associates to consider if they know anyone working in those fields. The goal is to compile a comprehensive list of all existing connections to help Associates promote LegalShield's products and services and find new customers.
A half day workshop on social media for hoteliers in the north east of England covering principles of and best practices in social media. Further information from richard@partnershipglu.co.uk
The probation service offers to connect organizations that support reducing reoffending through providing motivation, skills, community links, peer support, employment, housing, health, and family support. They seek to make links with and support over a dozen local organizations that contribute in these areas, including schools, employment networks, social enterprises, and community support groups.
The document provides information about becoming a business partner or investor in the Center for Advanced Professional Studies (CAPS) program. It defines a business partner as a company that provides various resources like mentors, speakers, projects or curriculum input. It instructs interested parties to contact the CAPS Business Development Manager. It also notes that investments can be made through the Blue Valley Educational Foundation. The document then lists existing business partners and investors organized by the different CAPS strands: Business/Technology/Media, Engineering, Bioscience, and Human Services.
The document discusses a social enterprise model that provides employment opportunities, training, skills, and support to financially and socially excluded groups through recycling materials and producing products. It seeks to raise awareness of its work and find community contacts, networks, and opportunities to co-produce, reduce costs, or add value through working with various community organizations.
Foster Creative is a marketing communications firm established in 1992 that provides services such as branding, graphic design, web design, and advertising. They have a team with years of experience in creative services and marketing. Their philosophy is to work in partnership with clients and adhere to their branding needs. They are certified as a small, minority, woman-owned business by the state of Texas.
Funding Workshop Slides from Big Sky Film Festival Doc Shop Reva Goldberg
Slide presentation to accompany a talk given at the Big Sky Documentary Film Festival's Doc Shop in February 2012.
Feedback welcome! I'm a powerpoint beginner.
How did this conservative brand reverse declining trends in sales and marketing and experience double digit growth within six months? They dared to be different and found new and meaningful ways to engage with customers. PEMCO's "We're A Lot Like You. A Little Different" campaign has been one of the companies most successful campaigns moving them into first place for brands most likely to be shopped in their category. In this session you'll hear how PEMCO developed a detailed branding strategy rooted in a series of decisions all brands can (and the smart ones do) make, which have helped pave the way for their brands success.
Career Start-Ups: Leveraging Social Media ProfessionallyJustice Mitchell
As you go from one career stage of your life to another social media can do a great deal to support and direct your efforts. The following presentation was originally created for the University Of Central Florida's "COMM DAY" to help students transition into their chosen career field by establishing a 'personal brand' and use social media to research and contact potential employers.
This document discusses various creative targeting strategies for Facebook ads, some of which could be considered unethical or illegal. It suggests targeting people based on personal traits, occupations, interests, locations, and other data revealed on their Facebook profiles, including religious and political views. Some examples given include targeting pot smokers, homosexuals, people who express hate for certain brands or occupations. The document acknowledges that some strategies may invade privacy or target vulnerable groups.
The document discusses 21st century sales and marketing. It provides an overview of key topics like buyers and sellers, the purchase and sales processes, prospecting, branding, closing and retention. It also discusses new tools for both purchasers and those in sales, including search engines, social media, email marketing and online presentations. The objectives are to understand the key elements of sales and marketing, new ways of working and tools, and how to use new tools to benefit a business.
Procter & Gamble (P&G) is a large multinational consumer goods company founded in 1837. It has over 300 brands, 127,000+ employees, and annual sales of about $83.6 billion across 80+ countries. P&G's portfolio includes well-known brands in beauty, grooming, health, hygiene, and cleaning products. The company focuses on research and development, and has strong brand recognition globally due to its diverse product lines and extensive marketing. P&G aims to provide high-quality, valued products that improve customers' lives through its mission and vision statements.
The document outlines plans for an education-focused company that would invest in various projects through incubators. It proposes creating incubators focused on education, real estate, solar power, and other areas. Key aspects include buying an existing education company or video game company, acquiring real estate including a country club, and establishing a board of directors with prominent tech figures. The goal is to raise $3 billion in funding to pursue these various education, real estate, and business incubation projects.
This document provides information about franchising opportunities and how to select the right franchise. It discusses that franchising allows people to share a brand, business method, and marketing system. Statistics show franchises have high success and earnings rates. To be considered a franchise, a business must involve a trademark, marketing plan, and franchise fee. The document lists advantages such as lower risk, name recognition, and support. It also notes disadvantages like fees and procedures. Finally, it discusses evaluating business models, financing, and partially lists franchise categories and sample brands.
This document outlines the implementation of a NJ PolicyOptions Pilot program for the summer/fall of 2011. It will involve a team of reporters and analysts researching daily news sources to identify issues and develop partnerships. Reporters will focus on specific issue areas like arts, budget, children and families. They will enter daily news digests and identify executive, legislative and court actions at the local, state and national levels. The goal is to publish news, research resources and issue briefs on a website and through email newsletters.
- The document appears to be a class schedule or progress report for a unit on industries
- It lists various assignments/modules that students have completed or need to complete, including podcasts, case studies, and a press release
- It provides the names of 4 students (Anthony, Tom, Emily, Kathryn) and their progress on the different assignments
- The next assignment is for a press release on a creative media company, providing guidelines on what should be included
Originally created to speak the student body of the University Of Central Florida's communication and advertising department.
This quick breakdown is a fun and informative walk-through of what makes (and breaks) a personal brand. When starting your career creating an initial personal brand is not only important, it can be your edge when trying to get a job.
Social Media Best Practices for Non Profitsfelicelam
Volunteering as a social media trainer during my first Seattle GiveCamp on October 2011 at the Microsoft campus.
Co-presented with Karianne Stinson & Ashay Chaudhary.
10/22-23
The document lists various stakeholders for a company including governments, customers, partners, competitors, financial community, customer associations, and employees. Specifically it mentions governments in CEE and USA, customers with good purchasing power, partners like A Small World and luxury companies, competitors like Ebay and group buying companies, investors and banks as financial community, Facebook groups and clubs as customer associations, and founder team, tech team, and sales team as employees.
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The probation service offers to connect organizations that support reducing reoffending through providing motivation, skills, community links, peer support, employment, housing, health, and family support. They seek to make links with and support over a dozen local organizations that contribute in these areas, including schools, employment networks, social enterprises, and community support groups.
The document provides information about becoming a business partner or investor in the Center for Advanced Professional Studies (CAPS) program. It defines a business partner as a company that provides various resources like mentors, speakers, projects or curriculum input. It instructs interested parties to contact the CAPS Business Development Manager. It also notes that investments can be made through the Blue Valley Educational Foundation. The document then lists existing business partners and investors organized by the different CAPS strands: Business/Technology/Media, Engineering, Bioscience, and Human Services.
The document discusses a social enterprise model that provides employment opportunities, training, skills, and support to financially and socially excluded groups through recycling materials and producing products. It seeks to raise awareness of its work and find community contacts, networks, and opportunities to co-produce, reduce costs, or add value through working with various community organizations.
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How did this conservative brand reverse declining trends in sales and marketing and experience double digit growth within six months? They dared to be different and found new and meaningful ways to engage with customers. PEMCO's "We're A Lot Like You. A Little Different" campaign has been one of the companies most successful campaigns moving them into first place for brands most likely to be shopped in their category. In this session you'll hear how PEMCO developed a detailed branding strategy rooted in a series of decisions all brands can (and the smart ones do) make, which have helped pave the way for their brands success.
Career Start-Ups: Leveraging Social Media ProfessionallyJustice Mitchell
As you go from one career stage of your life to another social media can do a great deal to support and direct your efforts. The following presentation was originally created for the University Of Central Florida's "COMM DAY" to help students transition into their chosen career field by establishing a 'personal brand' and use social media to research and contact potential employers.
This document discusses various creative targeting strategies for Facebook ads, some of which could be considered unethical or illegal. It suggests targeting people based on personal traits, occupations, interests, locations, and other data revealed on their Facebook profiles, including religious and political views. Some examples given include targeting pot smokers, homosexuals, people who express hate for certain brands or occupations. The document acknowledges that some strategies may invade privacy or target vulnerable groups.
The document discusses 21st century sales and marketing. It provides an overview of key topics like buyers and sellers, the purchase and sales processes, prospecting, branding, closing and retention. It also discusses new tools for both purchasers and those in sales, including search engines, social media, email marketing and online presentations. The objectives are to understand the key elements of sales and marketing, new ways of working and tools, and how to use new tools to benefit a business.
Procter & Gamble (P&G) is a large multinational consumer goods company founded in 1837. It has over 300 brands, 127,000+ employees, and annual sales of about $83.6 billion across 80+ countries. P&G's portfolio includes well-known brands in beauty, grooming, health, hygiene, and cleaning products. The company focuses on research and development, and has strong brand recognition globally due to its diverse product lines and extensive marketing. P&G aims to provide high-quality, valued products that improve customers' lives through its mission and vision statements.
The document outlines plans for an education-focused company that would invest in various projects through incubators. It proposes creating incubators focused on education, real estate, solar power, and other areas. Key aspects include buying an existing education company or video game company, acquiring real estate including a country club, and establishing a board of directors with prominent tech figures. The goal is to raise $3 billion in funding to pursue these various education, real estate, and business incubation projects.
This document provides information about franchising opportunities and how to select the right franchise. It discusses that franchising allows people to share a brand, business method, and marketing system. Statistics show franchises have high success and earnings rates. To be considered a franchise, a business must involve a trademark, marketing plan, and franchise fee. The document lists advantages such as lower risk, name recognition, and support. It also notes disadvantages like fees and procedures. Finally, it discusses evaluating business models, financing, and partially lists franchise categories and sample brands.
This document outlines the implementation of a NJ PolicyOptions Pilot program for the summer/fall of 2011. It will involve a team of reporters and analysts researching daily news sources to identify issues and develop partnerships. Reporters will focus on specific issue areas like arts, budget, children and families. They will enter daily news digests and identify executive, legislative and court actions at the local, state and national levels. The goal is to publish news, research resources and issue briefs on a website and through email newsletters.
- The document appears to be a class schedule or progress report for a unit on industries
- It lists various assignments/modules that students have completed or need to complete, including podcasts, case studies, and a press release
- It provides the names of 4 students (Anthony, Tom, Emily, Kathryn) and their progress on the different assignments
- The next assignment is for a press release on a creative media company, providing guidelines on what should be included
Originally created to speak the student body of the University Of Central Florida's communication and advertising department.
This quick breakdown is a fun and informative walk-through of what makes (and breaks) a personal brand. When starting your career creating an initial personal brand is not only important, it can be your edge when trying to get a job.
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Co-presented with Karianne Stinson & Ashay Chaudhary.
10/22-23
The document lists various stakeholders for a company including governments, customers, partners, competitors, financial community, customer associations, and employees. Specifically it mentions governments in CEE and USA, customers with good purchasing power, partners like A Small World and luxury companies, competitors like Ebay and group buying companies, investors and banks as financial community, Facebook groups and clubs as customer associations, and founder team, tech team, and sales team as employees.
Similar to Executive Strategy: Social Media Marketing (20)
1. Executive Strategy:
Social Media Marketing
Andrew Krebs-Smith
Vice President, Founder
Social Fulcrum
Saturday, December 18, 2010
2. Scott Pilgrim T-Shirts
• 12,000 Facebook Fans
• 2,000 Twitter Followers
• People begging for product before it was
even manufactured
• Budget: $500 + Time
Saturday, December 18, 2010
4. The Difference
• Research
• Strategy
• Adjustments
Saturday, December 18, 2010
5. Goals for today
• Quick Social Media/WOM 101
• Review Materials
• Emphasize measurement
• Show innovative/strategic uses of social
media
• Show process and metrics
Saturday, December 18, 2010
6. Short Personal
Chronology
• Facebook launched the year I was a Freshman in College
• Graduated from Loyola in 2007
• Advertising, Public Relations, Marketing
• First job in Word of Mouth Marketing at advertising agency
• Laid off - started consulting
• Director of Word of Mouth Marketing
• In 18 months: Grew dept from one person experiment to 15% of
agency revenue, 1/3 of agency personnel, 25% of agency profits
• Recently started my own marketing company in New York
Saturday, December 18, 2010
7. Wide range of
experience
• Pfizer
• Bozzuto Group
• Robroy & Co
• Texas Instruments
• Mariner Bay
• NSI Partners
• Ocean City
• Roseda Beef
• Rosenthal Partners
• Slacker Hero
• Patrice and Associates
• Alexander + Tom
• Robert Andrew Salon
• Carol for a Cause
• MGH
• Strayer University
• Baltimore Convention
• The Cyphers Agency
• National Chicken and Visitors
• American Chemistry
Council Association
Council
• Chesapeake Bay Trust • Designer Chatter
• American Nurses
• Bayer • Sugarloaf Mountain Credentialing Center
Vineyard
• Meritain
• American Nurses
• CMD Outsourcing • Prometric Association
• Warman • Prometrics
• Forge Academy of
• Zoysia Farm • 7 Oil Co. Strength Training
Nurseries • Television News • Frederick Ward and
Center Associates
• Severn Savings Bank
Saturday, December 18, 2010
8. WOM concepts
• Credible
• Consumer vs. Company
• Interactive
• Glazed eyeballs vs. targeted interactive
• Exponential
• It’s cheaper to have 1,000 people tell 10
people than to reach 10,000 people
Saturday, December 18, 2010
9. Old Spice
• 40 Million views within 4 days of YouTube
campaign
Saturday, December 18, 2010
11. More than just Facebook
and Twitter
• Social Networks (FB, Twitter,
• Sometimes not accessible by
Linkedin) search engines
• Huge audiences, lots of
• Q&A Sites (Yahoo Questions)
opportunities
• Review Sites (Yelp, Tripadvisor,
• Public medium, well-optimized
RateMyProfessor) • Social Bookmarking
(stumbleupon, del.icio.us)
• Where negative sentiment
lives • SEO
• Online Forums (NASIOC, • Social Voting (digg, Reddit)
CityData)
• Traffic drivers
• Niche communities
• Influencers
• Insight into consumer
• Media Networks (YouTube, Flickr)
perceptions, habits,
motivations • Awareness, visibility, SEO
Saturday, December 18, 2010
12. More than just
promotion
• Advertising
• Search Engine Optimization
• Being more visible
• Negative sentiment
• Public Relations
• Crisis hedging/management
• Market Research
• Customer Service
• Comcast, Strayer University
• Sales, Lead Generation
• Self-identified prospects
• High conversion rates
• “Pull” strategy to get in front of decision makers
Saturday, December 18, 2010
13. Social Media ROI
• What were your impressions?
• What was illuminating?
• What did you disagree with?
Saturday, December 18, 2010
14. One Critique
• Only focuses on one strategy
• Produce content, build audience
Saturday, December 18, 2010
15. Main Points
• Think more broadly about “costs” and/or
“return”
• ROI can only be used in certain instances
• Results can always be measured
Saturday, December 18, 2010
20. Main Points
• Internet Ad spend out of line with time
spent
• Under-monetized Facebook Advertising
Saturday, December 18, 2010
21. Different B2B Uses
• Sales Outreach
• Business intelligence “ammo” for sales team
• Credibility and positioning for thought
leadership
• Training more employees to spread company
message and thus increase awareness
• Service offering in certain cases (consulting,
marketing, training services, etc.)
Saturday, December 18, 2010
22. Different B2B Uses
• Sales Outreach
• Business intelligence “ammo” for sales team
• Credibility and positioning for thought leadership
• Training more employees to spread company
message and thus increase awareness
• Service offering in certain cases (consulting,
marketing, training services, etc.)
Saturday, December 18, 2010
23. B2B “Wellness” Case
CHALLENGE:
• Wellness company offering $100M-$500M
companies programs to decrease health
insurance costs
• Needed to reach C-Level executives
Saturday, December 18, 2010
24. B2B “Wellness” Case
IMPLEMENTATION:
• Built LinkedIn profile
• Used list of 50 prospects to build our network
• Connected with anyone that would get us closer to the 50 prospects
• Sent message to all 50 prospects
• Messaging was custom to each prospect
RESULTS:
• 80% delivery rate
• 25% looked at white paper
• 3 Leads (meetings)
Saturday, December 18, 2010
25. Different B2B Uses
• Sales Outreach
• Business intelligence “ammo” for
sales team
• Credibility and positioning for thought leadership
• Training more employees to spread company
message and thus increase awareness
• Service offering in certain cases (consulting,
marketing, training services, etc.)
Saturday, December 18, 2010
26. B2B Measurement
• Company that outsources customer
service for higher education (financial aid
dept, registration, etc.)
• Initially hired me to research list of 50
prospects so we could write about the
issues they were discussing via social media
• Not research-based strategy
Saturday, December 18, 2010
27. B2B Measurement
• I looked into customer sentiment at target list of
prospect schools
• Found “ammo” for their sales team - negative
comments about financial aid departments,
registration depts, etc.
• Instead of “Hi, I think our services might be useful,”
they now say “We know you have a problem.You’ve
had 7 negative comments about your registration
dept this month. Let us help solve the problem and
save you money in the process.”
Saturday, December 18, 2010
28. Usual Drivers
• Specific Problem
• Negative reviews
• Specific Objective
• Increased sales
• Positioning
• Our competition is doing it
• “shiny object”
• Everyone says this is important
• Curious re: New Opportunities
Saturday, December 18, 2010
29. Stages of social media
awareness
• Another flash in the pan
• Maybe for them, not for us
• Our competition is doing something, why
aren’t we?
• Let’s build a Facebook/ Twitter Page
Saturday, December 18, 2010
30. But Ideally...
• Don’t jump into things
• Let’s figure this out ourselves
• What is the situation? Research.
• Create a plan. Create a team. Create goals.
• Adjust, measure, repeat.
Saturday, December 18, 2010
31. Measurement
• Every campaign should start with
measurement of some kind, whether
anecdotal or quantitative.
• Many tools available for $1,000 / month
• Don’t take results at face value. Dig, filter,
be critical.You will emerge with a holistic
view of the situation.
Saturday, December 18, 2010
33. Robert Andrew Salon
and Spa
• Situation: Negative reviews, first page
Google results
• Solution: Positive Reviews via ambassador
program
• ROI untrackable, but undeniably effective
• How much would you pay to correct a
similar issue?
Saturday, December 18, 2010
34. NCC Situation
• NCC Marketing Budget decreased to
$50,000 over the last 10 years
• Less members, less dues
• Food pages dissapearing
Saturday, December 18, 2010
35. National Chicken
Council
• Goals
• Build relationships directly with consumers
• Public relations to promote chicken
• Crisis communications planning
• Objectives
• Garner 1,000,000 recipe impressions
• Create relationships with 5 prominent food/chicken bloggers
• Create active Facebook community of 10,000+ members
• Increase website traffic
Saturday, December 18, 2010
36. Strategy
• Gather audience of evangelists
• Leverage recipe value combined with individual
response value
• Find online influencers, build relationships
• Offer value, leverage as needed
Saturday, December 18, 2010
37. Implementation
• Simple, effective, long-term Facebook Fan Page ad
• Respond to large volume of people tweeting
about:
• Recipes for dinner/lunch
• Other ways to cook chicken
• Create relationships with food bloggers
• We offered to promote their blog on
Facebook page
• Send bloggers “chicken gear”
Saturday, December 18, 2010
38. Other...
• Chicken Video Contest
• Promoted by entrants
Saturday, December 18, 2010
39. Results (12 months)
• 30,000+ Facebook fans
• 500+ recipes distributed directly to people
asking for recipes
• 20+ Blogger relationships
Saturday, December 18, 2010
40. The Shrimp Industry
Wished it had a Facebook page with 30,000 fans
Saturday, December 18, 2010
41. How we did it
• Strategic, planned usage
• Facebook - gather audience
• Twitter - build relationships
• Bloggers - build relationships
• Contest - exponential awareness
• Adjustments based on data
• What data?
Saturday, December 18, 2010
42. Metrics
• Depend on each campaign
Saturday, December 18, 2010
45. If you are going to use
Social Media...
• Research is a valuable investment
• Set Goals, Objectives, Strategy
• Measure
Saturday, December 18, 2010
46. Here’s what I do when someone says
“I want social media” or “I have a
specific problem”
• Find out what’s being said
• About Industry
• By Competitors
• By Customers
• By Audiences
• By Employees/Company
• What are possible assets?
• Where are target audiences?
• What is the budget?
• What are the goals and objectives? How can we measure them?
• Are there influencers?
• Act like a consumer. Perform a google search
Saturday, December 18, 2010
47. What should you look
for?
• Influencers
• Bloggers
• Twitter users
• Communities
• Online Forums
• Industry-specific communities
• Demographic-specific communities
• Interest-based communities
• Targeting
• Facebook Ads
• Meetup
• Consumer Experience
• What comes up in a search?
• Reviews?
• Directories, local lists
• Search engine optimization
Saturday, December 18, 2010
48. Then I look at specific
locations
Facebook LinkedIn
Twitter Flickr
Meetup YouTube
Blogs SlideShare
Forums Review Sites
Ning Event Sites
Q&A Sites Examiner
Saturday, December 18, 2010
49. And I use that to develop
an “Online SWOT”
• Strengths
• Innovative use (e.g. Comcast)
• Social-savvy target audience
• Weaknesses
• Strict regulations (e.g. pharma, banking)
• Opportunities
• Lots of positive discussions regarding product/brand/industry
• Easily reachable communities
• Threats
• Political implications
• Negative sentiment
• Bad customer experiences
Saturday, December 18, 2010
50. Why SM might make
sense for your company
• Big marketing pieces already in place
• Available resources (time, people, money,
partnerships)
Saturday, December 18, 2010
51. My two cents
• There are opportunities in social media for every
company
• There are opportunities in word of mouth marketing
without using social media
• Just because there are opportunities doesn’t mean
you should spend money there
• Social Media can be used for more than just
promotion, and more than just marketing (but it’s
usually marketing in some form because it’s all public)
Saturday, December 18, 2010
52. Two more cents
• Building “social” real estate (or communities) takes time
• Return is not immediate, nor linear
• Implementation/management usually works best
internally for larger companies
• Usually the cost of measuring ROI dissuades companies
from measuring it
• Spend money at the beginning to determine (1) if there
are opportunities and (2) if so what is the situation/
strategy? Alot of companies want ROI from the outset,
and don’t want to pay to “figure things out”.
Saturday, December 18, 2010
53. Main tenets of social
media strategy
• Find your audience
• Align strategy with your brand
• Create objectives
• Measure results
• Adjust based on metrics
Saturday, December 18, 2010
54. For more information
• Read December Harvard Business Review
• Read Mashable (blog)
• WOMMA.org
• andrew@socialfulcrum.com
Saturday, December 18, 2010