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How to create a social media strategy
First, a big thanks to:

Jeremy Flint (@jeremyflint)
IPSA (@ipsaonline)
Shift Workspace (@ShiftWorkspace)

For hosting this presentation on quot;
June 4, 2009.
How to create a social media strategy
How to create a social media strategy
How to create a social media strategy
Social Media Clients
So why create a quot;
social media strategy?
Without a clear direction, quot;
social media can pull you quot;
in all directions.
Clear goals and realistic
expectations can help avoid:
  Wasted time
  Wasted effort
  Backlash
  Social media fatigue
  Missed opportunities
It starts with asking yourself a
few tough questions.
Question 1:
What are you after?
Sales?
Client leads?
Awareness?
Proving your brand?
Buzz?
Thought leadership?
Can you distill your quot;
social media mission down toquot;
one sentence?
quot;Anything that creates positive
lasting memory is customer service.quot;
— Tony Hsieh,
Zappos CEO
Zappos live chat excerpt:
(done entirely in 3rd person)
Timmy: Timmy thanks Jonathan for good help.
Jonathan: Jonathan welcomes Timmy. Can Jonathan
do anything more for Timmy?
Timmy: no that is all timmy needs
Timmy: timmy happy
Jonathan: Good. Does Timmy have an account set
up with Zappos yet?
Jonathan: Jonathan will upgrade Timmy’s account.
Source: Twitter.com/Zappos
“Humanize the Ford brand and put
consumers in touch with Ford
employees.quot;
— Scott Monty,
Ford Motor Co.
How to create a social media strategy
quot;Instill trust in the brand, and
highlight that the people behind the
brand are parents too.”
— Lindsay Lebresco,
Graco
How to create a social media strategy
A core philosophy gives you a
daily focus and helps define
your goals.
Question 2:
How will you know quot;
if it’s working?
Social media gives you a
chance to set metrics that quot;
suit your philosophy.
Graco’s mission: 
Reach 1,000,000 parents online
What can be measured?
Blog posts
            Inbound traffic
Reader comments
       Clickthroughs
Twitter mentions
      Video views
Twitter followers
     Channel subscribers
Facebook fans
         Video embeds
Links
                 SlideShare views
RSS subscribers
       Tags
Google trends
         Diggs
Alexa rankings
        Stumbles
Search results
        App downloads
Nielsen BuzzMetrics
   Podcast subscribers
What about impressions? CPM?

Those still have a place,
especially in winning over quot;
the old guard.
Measurement tools:

There are lots out there. 
My favorite? Google Docs.
Most data can be easily tracked
and graphed with simple
spreadsheets.
How to create a social media strategy
Once your scope (and budget)
expands, consider paid monitoring
services such as Radian6.
How to create a social media strategy
Question 3:
Who’s responsible for
reaching these goals?
Social media is a murky mix of
PR, marketing, interactive,
customer service and more.

But try to make it everyone’s job,
and it becomes no one’s job.
Now’s the time to quot;
take ownership, quot;
take responsibility
and take the credit.
Social media will never be quot;
a real part of your business quot;
until it’s included in job
descriptions and expectations.
Set your goals and live by them,
even if they seem arbitrary at first.

Prove to your colleagues that this
is work, not screwing around.
Question 4:
What’s in it for your
customers?
Corporate social media is hollow if
it doesn’t create some sort of
valuable content for the reader.
Provide your customers with
insight, sneak peeks, discounts,
support, a good laugh, etc.

Make yourself worthy of their time
(and, hopefully, their money).
Question 5:
Where do you go from here?
Once you build momentum, quot;
don’t squander it.

Use your successes to justify
bigger budgets, more staffing and
cooler projects.
And once you’re a blogillionaire,
don’t forget the little people, like…

       david.griner@luckie.com
          Twitter.com/griner
         TheSocialPath.com
        SlideShare.net/Griner

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How to create a social media strategy

  • 2. First, a big thanks to: Jeremy Flint (@jeremyflint) IPSA (@ipsaonline) Shift Workspace (@ShiftWorkspace) For hosting this presentation on quot; June 4, 2009.
  • 7. So why create a quot; social media strategy?
  • 8. Without a clear direction, quot; social media can pull you quot; in all directions.
  • 9. Clear goals and realistic expectations can help avoid: Wasted time Wasted effort Backlash Social media fatigue Missed opportunities
  • 10. It starts with asking yourself a few tough questions.
  • 11. Question 1: What are you after?
  • 12. Sales? Client leads? Awareness? Proving your brand? Buzz? Thought leadership?
  • 13. Can you distill your quot; social media mission down toquot; one sentence?
  • 14. quot;Anything that creates positive lasting memory is customer service.quot; — Tony Hsieh, Zappos CEO
  • 15. Zappos live chat excerpt: (done entirely in 3rd person) Timmy: Timmy thanks Jonathan for good help. Jonathan: Jonathan welcomes Timmy. Can Jonathan do anything more for Timmy? Timmy: no that is all timmy needs Timmy: timmy happy Jonathan: Good. Does Timmy have an account set up with Zappos yet? Jonathan: Jonathan will upgrade Timmy’s account. Source: Twitter.com/Zappos
  • 16. “Humanize the Ford brand and put consumers in touch with Ford employees.quot; — Scott Monty, Ford Motor Co.
  • 18. quot;Instill trust in the brand, and highlight that the people behind the brand are parents too.” — Lindsay Lebresco, Graco
  • 20. A core philosophy gives you a daily focus and helps define your goals.
  • 21. Question 2: How will you know quot; if it’s working?
  • 22. Social media gives you a chance to set metrics that quot; suit your philosophy.
  • 23. Graco’s mission: Reach 1,000,000 parents online
  • 24. What can be measured? Blog posts Inbound traffic Reader comments Clickthroughs Twitter mentions Video views Twitter followers Channel subscribers Facebook fans Video embeds Links SlideShare views RSS subscribers Tags Google trends Diggs Alexa rankings Stumbles Search results App downloads Nielsen BuzzMetrics Podcast subscribers
  • 25. What about impressions? CPM? Those still have a place, especially in winning over quot; the old guard.
  • 26. Measurement tools: There are lots out there. My favorite? Google Docs.
  • 27. Most data can be easily tracked and graphed with simple spreadsheets.
  • 29. Once your scope (and budget) expands, consider paid monitoring services such as Radian6.
  • 31. Question 3: Who’s responsible for reaching these goals?
  • 32. Social media is a murky mix of PR, marketing, interactive, customer service and more. But try to make it everyone’s job, and it becomes no one’s job.
  • 33. Now’s the time to quot; take ownership, quot; take responsibility and take the credit.
  • 34. Social media will never be quot; a real part of your business quot; until it’s included in job descriptions and expectations.
  • 35. Set your goals and live by them, even if they seem arbitrary at first. Prove to your colleagues that this is work, not screwing around.
  • 36. Question 4: What’s in it for your customers?
  • 37. Corporate social media is hollow if it doesn’t create some sort of valuable content for the reader.
  • 38. Provide your customers with insight, sneak peeks, discounts, support, a good laugh, etc. Make yourself worthy of their time (and, hopefully, their money).
  • 39. Question 5: Where do you go from here?
  • 40. Once you build momentum, quot; don’t squander it. Use your successes to justify bigger budgets, more staffing and cooler projects.
  • 41. And once you’re a blogillionaire, don’t forget the little people, like… david.griner@luckie.com Twitter.com/griner TheSocialPath.com SlideShare.net/Griner