Social media provides both great opportunities and distractions for businesses. While large numbers of followers and fans may seem impressive, businesses should focus on engaging their target customers who can directly impact sales. An effective social media strategy includes cultivating raving fans by making engagement easy, incorporating social media into existing marketing, and controlling online conversations to expand a business's reach. Proper implementation requires documenting a plan, training, and measuring results while maintaining brand integrity.

1. Social Media

2. social media
evolution

3. Defending Social Media
The Outcast.

4. Every day
29,000 hours
of video is uploaded to

5. 2,500,000,000 photo uploads

6. I’m a business owner

7. 1,325,639,982

9. Opportunity.

10. X 400

12. Social Media’s
greatest
streng
is also its greatest
weakness

13. It’s not about the big
numbers
It’s about your target

14. Only 0.0016% of total revenue

15. A real
strateg
on how to leverage your
online marketing
to see measureable results

17. Everyone else is doing it.

18. Adapt Social Media into your
current marketing efforts

19. Silo marketing is ineffective

20. Goals for Social Media

21. Is it the number of followers or fans?

25. Focus on getting the fish out of the
ocean and into your own pond.

26. social media is filled
great opportunity
but also lots of
distraction

29. target people who can
impact your business

30. who are your friends?

31. 196
one engaged

32. segment
friends
with lists.

33. listen for social

34. “taking Ethan to his t-ball game”

35. cultivate your social graph
build a network of raving fans

37. the power of open

38. X 130

39. Cultivate Raving Fans
Make it easy to engage
✓social media widgets
✓incorporate social media into
existing online efforts
✓communicate with clients

40. control the
communication
channel

41. ?
what about
negative
communication

42. negative
comments
get lost in the

43. expand
your
footprint

46. implementation
• how do we start
• budget
• training
• best practices
• maintain control
• should we even bother

47. it’s already
happening
are you controlling the
conversation?

48. formalize the relationship and
capitalize on it

49. creat a plan
docume the plan
impleme it
measur
results

50. the formula for success
offer portals,
training, blog
platforms, etc.
control, seo, brand integrity,
their success = your success

51. a few things to think about
• What is your Social Media and Blogging Policy?
• How are you monitoring your Online Reputation? Do
they speak on behalf of the company (or even
represent that they do so)?
• Are they required to include disclaimers?
• What information is confidential and should not be
shared? Do they know?
• Are they clear on how they can / should use logos and
trademarks?
• Are they adhering to terms of service on Social Media
sites?

52. it’s easier than you think
free resources online
http://www.socialmedia.org/disclosure/
http://blogs.cisco.com/news/comments/
ciscos_internet_postings_policy/
http://www.hp.com/hpinfo/blogs/
codeofconduct.html
http://humanresources.about.com/od/
policysamplesb/a/blogging_policy.htm

53. hat tip: http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html

54. thank you.