This document discusses strategically using social media. It suggests identifying specific goals for social media use, such as enhancing branding, protecting reputation, building community, enhancing customer service, facilitating research and development, and driving sales or leads. It also emphasizes the importance of defining success metrics and return on investment for social media activities. The document advocates determining goals based on the target audience and their motivations online in order to effectively measure outcomes.

1. Thinking Social
Strategically
SOCIAL MEDIA ROCKSTAR EVENT | SEPTEMBER 19, 2013

2. Think Strategically

3. 50,000-foot View

4. What Social Media Can Do
▪ Enhance Branding & Awareness
▪ Protect Your Reputation
▪ Build Community
▪ Enhance Customer Service
▪ Facilitate Research & Development
▪ Drive Sales or Leads

5. Branding & Awareness

6. Protect Your Reputation

7. Building Community

8. Enhance Customer Service

9. Facilitate Research & Development

10. Drive Sales or Leads

11. What do you WANT it to do for YOU?
▪ Enhance Branding & Awareness
▪ Protect Your Reputation
▪ Build Community
▪ Enhance Customer Service
▪ Facilitate Research & Development
▪ Drive Sales or Leads

12. What do you want Social Media to do?
What do they want it to do?

13. Sales Revenue Cost

15. Think about the audience ...
= Passive, Non-Committal
= Intentional
Pre-Disposed to Buy

16. Think about their mindset ...
= People I Know
= People I Don’t Know
= People I Work With
= People Near Me
= Weird People

17. Why are they here?
= See grandkids
= Follow news/celebrity
= Secretly job search
= Who the hell knows?
= Watch Weird People

18. Content Service Consistency

19. What about ROI?
▪ Enhance Branding & Awareness
▪ Protect Your Reputation
▪ Build Community
▪ Enhance Customer Service
▪ Facilitate Research & Development
▪ Drive Sales or Leads

20. What
do
I
get
in
return?
Customer
Sa,sfac,on
Scores
Higher
Search
Engine
Results
New
Product
Ideas
Lower
Cost-­‐Per
Lead
Lower
Call
Center
Costs
More
Online
Media
Coverage
More
Subscribers
Faster
Response
Times
Faster
Response
Times
Website
Traffic
Higher
Reten,on
Rate
Increased
Posi,ve
Men,ons

22. What can it do?
What do I want it to do?
How will we measure success?

23. What
the
purists
say
...Social Media Explorer
socialmediaexplorer.com
@JasonFalls
Damn Handsome
@Nichole_Kelly
CEO, Rocks the Awesome
Strategy & Execution
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Measurement & ROI Focus