The document provides an overview of using social media for business purposes. It notes that social media has overtaken other forms of media in reaching large audiences quickly. It recommends businesses first understand their target audience by listening to what interests them and where they engage online. It then outlines five basic steps: 1) listen and learn, 2) define your strategy and guidelines, 3) engage your audience, 4) meet offline to build relationships, and 5) measure your results and impact. The document emphasizes being authentic and adding value through social media interactions.

1. So, You Want a Social Media Strategy?How to Use Social Media to:Talk to the right peopleBuild brand awarenessPromote your businessMichelle Shildkretmichelles@cakegroup.com@miishi

2. Why Social Media?There are over 200,000,000 blogs, with 54% of bloggers posting and tweeting dailyTo reach 50 million people, it took…Radio 38 years.TV 13 years.The Internet 4 years.The iPod 3 years.Facebook added 100 million users in less than 9 months.1 out of 8 couples married in the US last year met via social mediaBy 2010 Gen Y will outnumber Baby Boomers, and 96% of them have joined a social networkMore than 1.5 million pieces of content are shared on Facebook dailySocial media has overtaken porn as the #1 activity on the webiPod application downloads hit 1 billion in 9 months34% of bloggers post opinions about brands/products, and 78% of consumers trust peer recommendationsYouTube has over 100,000,000 videosAshton Kutcher and Ellen DeGeneres have more followers than the entire populations of Ireland Norway and PanamaIf Facebook were a country, it would be the 4th largest.

3. OK! I GET it! Everyone is hanging out in “social media”.What do I do to reach them?

4. Lets make a Facebook page RIGHT NOW!Awesome! I’ll sign us up on Twitter!

5. Social Media is more than just Facebook and Twitter

6. Slow downYou need to answer a few questions first:Who do I want to reach/talk to?What are they interested in?Where do they hang out online?How do I take the cool stuff I have to share and use it to get involved in their conversations?How do I do it without looking like a marketing twat?

7. 5 Basic Steps

8. Step 1: Listen and LearnSocial media = tools that facilitate conversationsUnderstand what people are already talking about so you can figure out how to best get involvedChoose the right keywordsSome tools to get you started:Google Blogger AlertsAlltopTwitter SearchBe specific and optimize

9. Step 2: Get ReadyNow it’s time to figure out the communications planSet guidelinesDefine your targetDefine your strategy Don’t go overboardFigure out how you’ll measure success

10. Step 3: Say HiThis is the fun part! Start reaching out to bloggers, leaving comments, growing presence on Twitter, uploading shareable contentMake sure all activity furthers dialogue and builds relationshipsStick your strategyPlan ahead

11. Step 4: Get OfflineSocial media is no replacement for face-to-face interactionUse events, screenings, gallery openings, and meet-ups as opportunities to build even stronger relationships with the members of your online communityThis can be one-on-one or en masse, formal or totally casual

12. Step 5: Measure How You’re DoingMeasuring social media success begins by asking more questions:Did we learn something about our target that we didn’t know before?Did they learn something about us?Were weable to engage in new dialogue?What am I doing with the information I’m learning?Some free tools you can use:Trendpedia (blogs)Facebook analyticsTwitter Grader / Twitalyzer

13. Types of impact you can measure:Visitors

14. Impressions

15. Positive word of Mouth/Complaints

16. Interactions

17. Click-throughs

18. Positive press

19. ReTweets & @mentions

20. Media views (YouTube views, etc)

21. Facebookfans

22. Twitter followers

23. Blog Buzz

24. Comments

25. Embeds, Downloads & Installs

26. Ratings

27. Social Bookmarks

28. Percentage of buzz containing links

29. Influence of consumers reached

30. Demographics of audience reached

31. Social Media habits/interests of target audience

32. Geography of participating consumers

33. Polls taken / votes received

34. Number of user generated submissions / Amount of user generated content

35. Contest entries

36. Attendance generated at in-person events

37. Redemption rates from couponsMeasuring Return of Influence

38. Being Human Online

39. The BasicsBe transparent and authentic

40. Be human

41. Listen to your audience and talk with them not at them

42. Establish an ongoing dialogue

43. Respect the knowledge and opinion of your followers / fans

44. Create content which can be shared and adds value for the user

45. Engagement comes in many forms - mix it up

46. Don’t mislead

47. Don’t spamSocial Media Party GuidelinesDon’t just show upBring giftsIt’s a party – talk to everyoneMake friendsMake plans

48. Good Content Builds BuzzCommunicationsContentLive events, experiential activity, digital content, TV shows, webisodes / viral video, contests, apps and widgets, stories, stunts and visual identitiesBlogger outreach & digital word of mouth, viral seeding, social networking strategy, active listening, CRM and community managementOnline Word of MouthOffer Value

49. Let’s SummarizeSocial media is a powerful tool- its not just FacebookYou can use social media to understand what your audience thinks about you and how you can make yourself strongerYou can use these channels to talk to influencers who might ignore you otherwiseBut you have to talk WITH them, not at themAnd make a plan so you know how to go

50. How do you make that plan?Answer these questions, and you’ll be on your wayHow does your audience use social media?

51. Creators / Critics / Collectors / Joiners / Spectators

52. What’s your thing? What makes you different?

53. How will you make sure to be a human, not a marketing machine?

54. What 3 metrics are you going to use to measure success/ROI?

55. Who are you and what do you do, in less than 140 characters?

56. Why are you in social media?

57. What is your current relationship with your audience?

58. Nothing, they don’t even know me!

59. They’re aware of me, but there’s no give and take

60. They love me! They’re doing things to promote me, yes!I’m Michelle ShildkretI used to be an Industrial DesignerNow I am the Head of Social Media and Digital Comms for Cake GroupI love good food, my dog Waffle, running, travel and discovering new thingsYou can find me online here:For conversational tidbits- Twitter: @miishiFor things that make me laugh- Tumblr blog: http://miishi.tumblr.comFor my credentials- LinkedIn: http://linkedin.com/miishi