This document outlines steps for creating a social media strategy. It discusses assessing available resources, understanding audience profiles, setting objectives like increasing reach or awareness, and developing strategies around listening, talking, energizing and embracing audiences. Specific strategies proposed include ongoing monitoring, creating conversations through video or blogs, capitalizing on user advocates, and allowing customers to participate through crowdsourcing. The overall document provides guidance on planning a comprehensive social media strategy.

1. SOCIAL
MEDIA
STRATEGYCreating a plan.
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2. Ask yourself....
• Do you have buy-in?
• Do you have resources?
• Do you have time?
• Is it a priority?
• Do you know what your
objectives are?
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3. P.O.S.T.
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4. PEOPLE
How are your audiences using
social media?
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5. http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html
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6. Create a profile
Who are the people you’re trying to reach?
Where do they work?
What do they like?
What do they read?
What motivates them?
What are their age ranges?
What personality traits stand out?
Where do they hang out?
What is their technical know-how?
How likely are they to use social media?
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7. OBJECTIVES
• Listening
• Talking
• Energizing
• Embracing
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8. Objectives
• Increase reach
• Increase sales
• Generate leads
• Build community
• Raise Awareness
• Establish thought leadership
• Launch new products or services
• Drive traffic to a website or blog
• Improve client relationships
• Provide client service
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9. Strategies
Talking - Energizing - Embracing
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10. STRATEGY:
LISTENING
Ongoing monitoring
Who & how will you interpret info
& what will you do with it?
Why are you listening?
Listen to participate
Listen to make better
decisions.
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11. STRATEGY:
TALKING
• Creating conversations.
• Putting out content.
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12. STRATEGY:
TALKING
Common:
• Video
• Social networks
• Blogging
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13. One Chihuahua from New York City. One pet travel specialist from
PetRelocation.com. Six months of paperwork, one last night in the Big
Apple and an intercontinental flight to Tokyo, Japan. Follow along with
Mocha, PetRelocation.com's Pup in the Air!
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14. One Chihuahua from New York City. One pet travel specialist from
PetRelocation.com. Six months of paperwork, one last night in the Big
Apple and an intercontinental flight to Tokyo, Japan. Follow along with
Mocha, PetRelocation.com's Pup in the Air!
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15. STRATEGY:
ENERGIZING
• Capitalize on your accidental
spokespeople.
• Develop, create and support
citizen marketers
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16. STRATEGY:
ENERGIZING
• Figure out if you want to energize
the groundswell.
• Pick a strategy that fits
• Stick around for the long haul
• Which Technographics profiles fit
best?
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17. C.A.S. energized six “insiders” through an
application process.
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18. STRATEGY:
EMBRACING
Allow your customers to be part of
the process.
Which Technographics fit best?
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19. STRATEGY:
EMBRACING
Crowdsourcing
MyStarbucks.com
Change.gov
Dell’s IdeaStorm
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20. Monday, September 23, 13

21. ROOM TO GROW
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