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SOCIAL
MEDIA
STRATEGYCreating a plan.
Monday, September 23, 13
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?
Monday, September 23, 13
P.O.S.T.
Monday, September 23, 13
PEOPLE
How are your audiences using
social media?
Monday, September 23, 13
http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html
Monday, September 23, 13
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?
Monday, September 23, 13
OBJECTIVES
• Listening
• Talking
• Energizing
• Embracing
Monday, September 23, 13
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
Monday, September 23, 13
Strategies
Talking - Energizing - Embracing
Monday, September 23, 13
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.
Monday, September 23, 13
STRATEGY:
TALKING
• Creating conversations.
• Putting out content.
Monday, September 23, 13
STRATEGY:
TALKING
Common:
• Video
• Social networks
• Blogging
Monday, September 23, 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!
Monday, September 23, 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!
Monday, September 23, 13
STRATEGY:
ENERGIZING
• Capitalize on your accidental
spokespeople.
• Develop, create and support
citizen marketers
Monday, September 23, 13
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?
Monday, September 23, 13
C.A.S. energized six “insiders” through an
application process.
Monday, September 23, 13
STRATEGY:
EMBRACING
Allow your customers to be part of
the process.
Which Technographics fit best?
Monday, September 23, 13
STRATEGY:
EMBRACING
Crowdsourcing
MyStarbucks.com
Change.gov
Dell’s IdeaStorm
Monday, September 23, 13
Monday, September 23, 13
ROOM TO GROW
Monday, September 23, 13

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Groundswell planning