Social media is growing rapidly and having a significant impact on consumer behavior and marketing. Brands must start listening on social media to understand their markets and develop social media strategies to achieve business goals. An effective strategy requires coordinating brand efforts, creating engaging content, selecting appropriate platforms, and using tools to manage social branding. Business objectives for social media could include increasing brand adoption, supporting customer service, conducting research, and growing brand awareness.

1. JumpStart Social Media
Strategy
Leveraging the
Social Media Effect
Consumer behavior and social brands
Learning Objectives Time spent in social is growing at
3 times the overall internet rate,
1.) Identify how social me- accounting for more than 10 per-
dia has changed consumer cent of all internet time. Why is
behaviour social media important? Because it
is taking time away from our other
2.) Learn how to institute a activities. Social is now more pop-
Listening Program
ular than almost any other online
3.) Understand how social activity. That means that other
media can be used to website visits and other media and
achieve business objec- offline activity is being sacrificed
tives for social time.
4.) See how brand market- In the social media universe, a
ers are using social media single tweet or Facebook update
as part of their marketing can be like a pebble that sets off
strategy an avalanche. That’s one of the
things that makes it so exciting
and scary and it’s called the
“Social Media Effect”.
“Marketing is
Building a social brand
no longer about the
A social media strategy requires
more than just a Facebook page. It stuff you sell, but
Key Takeaways is about coordinating our existing
1.) Consumers have em-
brand efforts, the content we will the story you tell.”
braced social media and the
create to support our social brand,
Seth Godin
Social Media Effect is im- the social media platforms that are
pacting every activity and appropriate for our strategy and the
perception. tools and technology we'll need to
know about in order to manage and
2.) Brands must start listen- fine tune our social branding efforts.
ing to understand their mar-
kets.
3.) Social media can be used
to achieve specific, tangible
business goals.
4.) Brand marketers are
using social media as a pow-
erful new part of their mar-
keting strategies.
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2. Strategy
Leveraging the
Social Media Effect
Start listening
What we are going to be measuring in Where do we go to start listen-
social media is what we can hear. So ing? Blogs, wikis, forums, social
let’s start by listening. By listening we channels for sharing music, video,
can: find your influencers and advo- photos, business networks, collab-
cates, help develop new products, oration, crowdsourcing, reviews
support customer service, and ratings, social bookmarks--
Conduct research, invite general feed- and now location based services--
back, grow industry share of voice and are all places where we can go to
check brand sentiment. listen for talk about our brand.
Business objectives
As we put together our social media
brand strategy, let's look at ways
that it can help us achieve real busi-
ness goals. After all, we'll want a
return on investment! There are lots
of things we can try to do with social
media, but how realistic are these
goals?
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3. Guest expert topics in this module
Strategy
• Brand adoption (Tip Gloria, Social Media Strategist) Leveraging the
• Perspective from a Social Community Manager Social Media Effect
(Leanne Philpott, Community Manager)
• Two great social media campaigns
This module’s (Tip Gloria, Social Media Strategist)
Ning Learning
Missions include:
• Social Media
Counter
• TweetPysch
• Social Media Value
Case Study Showcase
Have you reviewed the major brand case
studies in the showcase?
JumpStart Strategy
module includes:
Consumer Behaviour
mini-quiz
Building a Social
Brand mini-quiz
Social Media ROI Play the Strategy game!
mini-quiz
In this module’s
virtual reality game,
Strategy Game you are the new
Social Media
Resource Bank Manager and you
already have your
Glossary first emergency to
deal with—
uncovering what so-
cial sites your brand
is on and what it is
doing on them!
Remember: all
submissions are en-
tered into the draw
for a prize!
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4. Term Definition
Strategy
Authenticity Leveraging the
In social media, authenticity is the word used to describe "real" people behind
Social Media Effect
blog posts and other social profiles that can develop an authentic voice with
readers and followers.
Brand Profile An authentic page or profile that allows consumers to make a connection or be-
come a friend/fan of the brand. (Advertiser Profile - MySpace) (Fan Page - Face-
book)
Conversation Monitoring Monitoring of specific terms, brands and sentiments occurring in online conver-
sation(s) across various social platforms.
Downstream The elements of social media that can be managed (i.e. social media platforms,
blogs, etc), as opposed to upstream, which represents stakeholder comments
and perceptions that must be managed.
Impact Connection of social media efforts tied back to sales data
ROE Return On Engagement
Share of Conversation Share of voice is the percentage of total conversation about a brand or topic
Share of Voice A "share of voice" is a brand's or group of brands' advertising weight or buzz ex-
pressed as a percentage of a defined total market or market segment in a given
time period. The weight is usually defined in terms of expenditure, ratings, pag-
es, poster sites, buzz etc.
SMO Social Media Optimisation
Social Community A community built for social interaction - either by a group of like-minded people,
a brand and its loyalists/or non-loyalists, or between a brand enthusiast/detractor
and community of shared interests.
Social Consumers People that interact, view, engage and share in social platforms.
Social Equity Refers to the level of influence or status accrued to a social consumer or brand
in their respective social media platforms.
Social Graph An individual social consumer's depth, breadth and quality of connections.
Social Network A online community of people (friends, family, co-workers, etc.) who share inter-
ests and/or activities, with the purpose of connecting with one another and/or
exploring the interests and activities of others.
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