2. A little history on Chris
Started working on the first pizzahut.com
project in 1996
Strategist for the launch of cars.com in 1999
Have started and ran over 5 different
successful businesses, including the largest
interactive agency in Hawaii……..
6. Definition via Wikipedia
“Social media is an umbrella term that defines
the various activities that integrate technology,
social interaction, and the construction of words
and pictures.”
11. • 65% of U.S. adults use social media
• If Facebook were a country, it would be the world’s 3rd
largest. (750 million active users 50% login daily)
• Two hours of video are uploaded to YouTube every
second.
• 200 Million tweets sent per day (up from 65M last year)
• 180 million unique visits a month to LinkedIn
• YouTube is the second largest search engine in the world
more than 100 million videos.
Social Media Stats
12. Social Media is NOT the
conversation
...its where the conversation takes place
22. Traditional vs Social
1. What is the goal?
2. Who is the audience?
3. What does the audience know?
4. Where is the audience?
5. How can I connect with my audience?
6. How do I extend the conversation?
7. How can I get introduced to others?
23. +Social: Extending the Conversation
How do I extend the conversation?
Once you’ve made that initial contact and gained
permission to have an ongoing conversation,
what do you plan to do next?
24. +Social: Gaining Recommendations
How can I get my audience to introduce me to others?
When was the last time you saw this section in a marketing
plan overview? Don’t let that be a reason to leave it out of
your plan. If you’re going to do something truly integrated,
you have to think beyond the conversation to the
recommendation. Recommendation is where the real ROI
comes, so think about how you can get your customer to
give you one.
30. Goals & Objectives
• Post cat & rainbow photos
• Because Management Says So
• Brand awareness & loyalty
• Generate top of mind awareness
• Drive traffic to your agency
• Build a community of followers
• Drive leads and sales
• Encourage & reward brand
advocacy
• Reputation management
• Support Public Relations
• Be a thought leader in your industry
• Support customer service
• HR, recruiting
37. Social Analytics & Measurement
Only through metrics can you answer:
• Is your community growing and at what rate?
• Who in your community is engaged and who
do you need to approach differently?
• What online activities and strategies are
working?
38. Key Performance Indicator (KPI)
A KPI is a type of performance measurement
used to evaluate the success of a particular
activity in which it is engaged.
It is critical that success be determined by
fulfilling pre-identified KPI’s rather than looking
for random trends after the fact.
41. Definition
Social Media Marketing Strategy is the
framework for engaging with results oriented
social media marketing focused on business or
communication goals.
42. Sample Strategic Plan Includes
● Goals & Objectives
● Social Media Audit
● Content Workflow
● Social Media
Campaigns
● Monitoring Schedule
● Content Marketing Plan
● Engagement Schedule
● Outreach Schedule
● KPI Measurement Base
● Staff Training
● Advocate Education
● Asset Development
44. Referrals are the Holy Grail of Sales
● NY Times study: 65% new business comes
from referrals
● Nielsen study: people are 400% more likely
to buy through a referral if available!
● Nielsen: 43% of consumers more likely to
buy a product they have connected with
through social media!
45. More than just engagement!
Monitoring Engagement Outreach
Content Development
& Marketing
Advocacy Building Measurement
48. Craft Great Headlines
Present with information readers are interested in (via Convince & Convert):
● If you’re providing an answer to an important question, ask the question in the
headline. “Which is the most fragrant flower lei?”
● If you’re sharing important news that will affect a number of people, start
sharing it in the headline. “Over 40 Million Target Credit Card Accounts
Compromised: How to Protect Yourself.”
● If you want readers to be interested in your product, show them benefits they’ll
like, not features you like. “New Gas Additive Saves up to 3 mpg, $200 per
Year.”
● If you want people to care about your topic, give them something to care about.
“27 Elvis impersonators Save Christmas for This Tiny Nebraska Town.”
55. In Summary:
-Social Media is a Conversation
-Listening is the essential ingredient to
conversing
-Humanize your posts
-Establish yourself as an authority in