Integrating your media strategy into existing efforts is often overlooked. Social profiles should never stand alone. This presentation sheds light on opportunities to increase the effectiveness of some of the more popular networks along with how they can overlap with other efforts in your marketing plan.

1. Welcome to
RISE WEEK 2011
Diversifying Your Online
Media Strategy
Hosted by
Luis Sandoval Jr.
New Media Manager / Content Creator

2. Digital Media Strategy:
How Does This All Work?

3. Digital Media Strategy
Don’t confuse your audience.
Photo Credit geoffeg

4. Digital Media Strategy
5 Factors To Consider
• Ensure that your overall business strategy is clear
• Push for clarity on alignment for online engagement i.e. marketing,
human resources, customer service, etc.
• How will you extend new efforts onto the social web? (The focus here is
not so much the tools and tactics, but more on the rules of engagement.)
• What experience do you want people to walk away with after engaging
with you?
• Will the strategy be proactive or reactive? Decide whether you’re
hoping for people to find you (word of mouth) or if you will strategically
target followers.

5. Digital Media Strategy

6. Digital Media Strategy
3 Types of Strategy
• Bolt-on strategy - Company creates profiles, minimal engagement,
business as usual.
• Forced compliance - Telling employees they will engage, putting
severe constraints on what can and cannot be done, no fun.
• Company optimized for social media - Company alters “business
as usual” to include engagement, suggestions, and new opportunities
from online community.
“Itʼs all about organizational alignment.”
Tac Anderson

7. Digital Media Strategy
Components of an Optimized Strategy
1. Audience 6. Content guidelines
2. Measuring Success 7. Plan to produce, post, share
3. Teams and resources 8. Plan to build and promote presence
4. Identifying influencers 9. Tools (track/report)
5. Social network selection 10. Translating activity to ROI

8. Digital Media Strategy
Policy Considerations
• Disclosure/Ethics Policy - Engagement is voluntary, full
transparency is expected, compensation (if any) must be stated.
(Walmart - http://site.elevenmoms.com/)
• Social Media Policy - Internal Guidelines. Key tip, write what you
know. (Intel - http://www.intel.com/sites/sitewide/en_us/social-
media.htm)
• Community Policy - Community boundaries. (Sea World - http://
www.seaworldparksblog.com/terms-and-conditions)
• Internal Education - Brown bag learning session with external
speakers. Educate don’t dictate.

9. Digital Media Strategy
What do I record?
Photo Credit TimWilson

10. Digital Media Strategy
Record Everything!
Photo Credit seantoyer

11. Digital Media Strategy
Photo Credit andy_tyler
...but all the media you record can’t replace a sound plan.
Donʼt get trapped by the pitfalls!

12. Digital Media Strategy
BEWARE
• Rushing to create profiles before the strategy
• Lack of objectives and measurement
• Content creation guidelines
• Failing to engage with online community
• Limited Reach
Photo Credit meldroc2000

13. Digital Media Strategy
Equipping Your Toolbelt
Photo Credit sean dreilinger

14. Your Digital Toolbelt:
LinkedIn
Photo Credit pursuethepassion

15. LinkedIn: Applications
Connect your Share your
Wordpress blog presentations with
to your profile your network.
Acquire real data Connect with
for your market your network in
research. other cities.
Display your Did you know you could
put a video intro of yourself
creative designs
on Linkedin?
to your network.

16. LinkedIn: Page Power

17. LinkedIn: Page Power

18. LinkedIn: Page Power

19. LinkedIn: Lead Your Industry

20. LinkedIn: Lead Your Industry

21. Your Digital Toolbelt:
Twitter

22. Twitter: Twtpoll
Polls and Surveys to gather real market data.

23. Twitter: Twubs

24. Twitter: TweetChat
Polls and Surveys to gather real market data.

25. Twitter: Listorious

26. Your Digital Toolbelt:
Facebook
Photo Credit Laughing Squid

27. Facebook: “Like” Unleashed
When your readers Like something on your website, this
now generates an update on their news feeds that looks
like Facebook Share. It appears as if you’ll only need one
Facebook button on your blog or website in the future: the
Facebook Like button.

28. Facebook: Comments Reborn
Facebook now allows readers to have their comments
published in their Facebook news feeds. And when
friends comment back in Facebook, the reply will show
up on your site.

29. Facebook: Power of Plugins

30. Facebook: Power of Plugins

31. Facebook: Power of Plugins

32. Your Digital Toolbelt:
Other Ideas
• Blog
• YouTube
• Ning
• Foursquare/Gowalla
•QR Codes

33. Measuring Success:
Results May Vary

34. Measuring

35. Measuring
• Demographic Data: This data types enables an efficient way to create
context about consumers
• Product Data: This data type is used to match similar products with
each other, in order to cross-sell and up-sell products.
• Psychographic Data: Consumers are voluntarily self-expressing their
woes, pains, and aspirations in websites.
• Behavioral Data: Existing customer records like CRM or e-commerce
systems or also in the “digital breadcrumbs” that users are leaving in
social networks using a variety of web techniques from cookies, FB
connect, and other social sign on technologies.

36. Measuring
• Referral Data: Customers are emitting their recommendations for
products, but positively –and negatively. (reviews, “Likes”)
• Location Data: This data helps to triangulate context around
location and time for brands to reach them.
• Intention Data: This volatile data type holds great opportunity to
predict what consumers will do in the future. (wish lists, social
calenders, Plancast)

37. Measuring

38. Measuring: Social is SEO

39. Measuring: Social is SEO
Key Elements
•Tags
•Profiles
•URLS
•Describe Everything
•Photo Tagging
Photo Credit MridulRaj

40. Measuring: Social is SEO
I highly recommend this session!

41. RISE Specialty Membership Groups
In addition to our global online memberships, RISE supports specialty
membership groups by coordinating meetings & speaker events, creating
opportunities for members to connect and share ideas throughout the year.
These help entrepreneurs capitalize on opportunities and combat those
common feelings of isolation that accompany life at the top!
The four RISE Specialty Groups that are currently active in Austin include:
RISE: Women
RISE: Social Entrepreneurs
RISE: L/G Entrepreneurs
RISE: Multi-Cultural Entrepreneurs
For more information on membership and the specialty groups, please contact Chrissie
Novak at chrissie@riseglobal.org or at 512-807-1452.

42. COMMUNITY SUPPORT
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