Businesses that are tightly connected to their communities need sophisticated social media strategy and editorial plans to stay on top of their leadership positions. Learn more about the elements that are key to successful marketing and online presence integration.

1. SOCIAL MEDIA &
COMMUNITY LEADERSHIP
Attracting, Keeping and Engaging Your AudiencesNew Media
& Marketing
Raven

2. Raven New Media & Marketing, LLC
Raven is a marketing and new media consulting firm dedicated to
assisting organizations with traditional marketing, interactive
communications, social media and ebusiness strategy.
 Web site audits (Internet, Intranet or Extranet)
 Ebusiness and marketing plan review or development
 Internal process or team analysis
 Web, mobile and social technology reviews
 Social media for business workshops
 Technology integration for marketing and communication programs
 Ebusiness project management process development
 Ebusiness team recruitment planning and development
 Content management system analysis
 Web content and web writing services
 Reporting and ROI setup
 Dark site planning
 Ebusiness team training
 Executive ebusiness workshops
RavenNewMedia.com

3. Agenda
 Social media: Redefined for business
 Social media: Today
 Creating value: What your audience wants
 Your social media strategy: A road map
 Questions
 Handout: Dictionary of social media

4. SOCIAL MEDIA:
EXPANDING THE DEFINITION

5. The New Media Universe
Social
Media

6. Social Media = Social Platforms
Social media is…
 a communications
channel
 a conversation that
happens online
 an evolution in Internet
user behavior
 enabled by a diverse
(and sometimes
confusing) array of
online tools

7. Social Media Maturity Curve (Generic)

8. IT’S ABOUT PEOPLE

9. The Hierarchy of Social Media Preferences
Social
Entertainment
Networking
Information

10. It’s About Them, Not Us
 What do they want from
you?
 What do they find
valuable?
 Is it all work and no play?
 Are they leading or are
you?
 Do they feel comfortable?
 Do they visit (and
participate) often?
 Are you entertaining,
engaging or creative?
What’s in it
for me?

11. It’s About…
 Prospects
 Recruit for programs
 Highlight actives and alumni
 Show the value/clout of the
network
 Show creativity – grab their
attention
 Actives
 Events & meetings
 Socialization
 Group projects
 Community philanthropy
 Compete
 Alumni
 Reconnect
 Mentor programs
 Network
 Tell their stories
 Make them feel important and
included

12. Let Them Run
Communities require…
and keeping a loose rein
attention
nurturing
encouragement
incentive

13. A SOCIAL MEDIA
ROADMAP

14. Social Media Maturity
Awareness
Influencing
the
Influencers
Thought
Leadership
Adoption Likes Recruits
Curious Credible Trusted
Leadership
Step 1:
Strategy
Step 2:
Influence
Step 3:
Leadership
TIME

15. Creating a Social Media Ecosystem
Facebook – custom tabs
and apps, advertising
Integrate with databases
Seamless sharing across
partner sites
Integrate with core
programs
Natural “go-to” for
program participation
New influencers invited
Invitation campaigns
Customized email
Topic managers
Alerts
Experts associated with
site
Exclusive invitations
Tell-a-friend
Friend feeds
Self-appointed leaders
Tie in to collateral
Bloggers and
conversation contributors
Knowledge resource
Recognized by
credentials
Experts create and
respond to conversations
Regional or national
experts
Community creates the
content
Community partners
Social Platform
Management
Social Media
Acquisition
Social Brand/
Clout
Strategy Influence Leadership

16. What’s Your Content Strategy?
• What is our objective?
• Why do we want to interact with prospects, actives and
alumni?
Social Media Plan
• Do we know what our audiences want?
• Why will they engage with us?
Target Audience
Analysis
• Do we have content ready to use or do we have to create it?
• Does it have real value to our audiences?Content Plan
• How are we going to speak?Tone & Message
• What channels work best with our audiences’ preferences?
Where do they play?
• What channels are needed for promotion?
Channels
• When do we need to post/publish?
• How often?
• When do we need to refresh or update?
Calendar

17. SOCIAL MEDIA IN ACTION: EXAMPLES

18. Ikea: Facebook Showroom
This Facebook marketing campaign involved the store manager of the Malmo
Ikea store posting pictures of the new showrooms where people who tagged the
items first, won that product. The result was a viral word of mouth campaign that
quickly spread to people’s Facebook friends and created huge product
awareness.
From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010

19. Home Depot: Facebook is Business

20. A Social Secret

21. Set up LinkedIn properly

22. Make it useful

23. Make it fun

24. Create social media value
1. Increase awareness of your events and affiliations
2. Increase traffic to your website
3. Create greater favorable perceptions of your brands
4. Monitor conversations about important topics
5. Develop targeted marketing activities and games
6. Build better a understanding of audiences’ perceptions of your brand
7. Improve insights about your target audiences
8. Identify positive and negative comments
9. Increase opportunities to promote new programs or services
10. Measure the frequency of the discussion about your brand
11. Recognize early warning of potential public relations or service issues

25. DISCUSSION & QUESTIONS

26. THANK YOU
Elizabeth L. Scott
President & Principal Consultant
Raven New Media & Marketing
elizabethlscott@yahoo.com
502-931-9000