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Making Sense of Social Media: NAWBO Lexington

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Emily Ho
Emily Ho

Making Sense of Social Media presentation given to NAWBO Lexington on 2.19.13 by Emily Sandford of Authentically Social.

Business
1 of 16
Social Media for Business Emily Sandford
The Business Case • US Internet users spend 3X more time on blogs and social media than on email • 43% of all online consumers are social media fans or followers • 81% of consumers receive product purchasing advice from friends and family on social media • 63% of companies say using social media has increased
The Steps A: Set Objectives The MDA: Most Desired Action B: Integrate into communications plan C: Tactical planning and execution D: Monitoring
A. Set Objectives Before jumping into the social media waters, really think about WHY you want to use social media: • Build customer communities • Drive website traffic • Provide customer service • Share company news • All of the above?
B: Integrate Into Plan • How does social media support the existing plan? • What objectives or portions of other marketing elements can social media: – Enhance – Reinforce – Replace – Support
C. Tactical Planning and Execution • Who: Who is responsible for posting and for oversight? • What: What content is being posted? • When: When do you plan on posting, monitoring, and responding? • Where: Where will you post content (which networks) • Why: Why are you doing it? • How: How are you going
Cautionary Tale
About policies… Fear of policy enforcement is the #1 factor that stops business blogs and social media programs before they start! Source: Intel
C. Tactical Planning and Execution • Companies don’t post on social media, humans do. • Conversational • Passion and authority • Transparency • Frequency (don’t be the one who disappears)
But what do I write? • Intention • Customer education (without selling) • Skip the marketing fluff • Product/Service applications • Any real-time news • FAQs • No ideas? Ask employees and customers
Promotion • If you build it, will they come? • Refer to target audience to set promotion strategy • Get employees involved • Make content visible on existing channels
D: Monitoring • Standard web metrics – overall • Web metrics – blog content • Content analysis • Social mentions • Feed subscribers • Lead tracking • Comments
Monitoring: Google Analytics
Monitoring: Other specialty tools
Resources • Download this presentation • Links to all mentioned tools • Recommended articles > authenticallysocial.com/nawbo <
Questions? Emily Sandford authenticallysocial.com Personal blog: skinnyemmie.com emily@authenticallysocial.com 859.721.0414

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Making Sense of Social Media: NAWBO Lexington

  • 1. Social Media for Business Emily Sandford
  • 2. The Business Case • US Internet users spend 3X more time on blogs and social media than on email • 43% of all online consumers are social media fans or followers • 81% of consumers receive product purchasing advice from friends and family on social media • 63% of companies say using social media has increased
  • 3. The Steps A: Set Objectives The MDA: Most Desired Action B: Integrate into communications plan C: Tactical planning and execution D: Monitoring
  • 4. A. Set Objectives Before jumping into the social media waters, really think about WHY you want to use social media: • Build customer communities • Drive website traffic • Provide customer service • Share company news • All of the above?
  • 5. B: Integrate Into Plan • How does social media support the existing plan? • What objectives or portions of other marketing elements can social media: – Enhance – Reinforce – Replace – Support
  • 6. C. Tactical Planning and Execution • Who: Who is responsible for posting and for oversight? • What: What content is being posted? • When: When do you plan on posting, monitoring, and responding? • Where: Where will you post content (which networks) • Why: Why are you doing it? • How: How are you going
  • 8. About policies… Fear of policy enforcement is the #1 factor that stops business blogs and social media programs before they start! Source: Intel
  • 9. C. Tactical Planning and Execution • Companies don’t post on social media, humans do. • Conversational • Passion and authority • Transparency • Frequency (don’t be the one who disappears)
  • 10. But what do I write? • Intention • Customer education (without selling) • Skip the marketing fluff • Product/Service applications • Any real-time news • FAQs • No ideas? Ask employees and customers
  • 11. Promotion • If you build it, will they come? • Refer to target audience to set promotion strategy • Get employees involved • Make content visible on existing channels
  • 12. D: Monitoring • Standard web metrics – overall • Web metrics – blog content • Content analysis • Social mentions • Feed subscribers • Lead tracking • Comments
  • 15. Resources • Download this presentation • Links to all mentioned tools • Recommended articles > authenticallysocial.com/nawbo <
  • 16. Questions? Emily Sandford authenticallysocial.com Personal blog: skinnyemmie.com emily@authenticallysocial.com 859.721.0414