The document discusses strategies for implementing a social media approach on a budget, highlighting key elements such as the importance of a social media team, playbook, and resourcefulness. It emphasizes the need for effective monitoring, listening, and best practices, along with the significance of an executive champion in fostering success. Various resources are provided to assist in building an effective social media presence.

1. $ocial Media Strategy
on a Budget
Social Media Strategy
Summit
#SMSsummit

2. Your Presenters
@rachelmetscher
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3. Workshop Overview
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State of Social Media
How to P.O.S.T. Before You Post
Listening vs. Monitoring
How to Create a Social Media Team
How to Create a Social Media Playbook
Best Practices
Rules of Engagement
@rachelmetscher
#SMSsummit
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4. Budget Definitions
• There is more than one kind of budget
– Monetary (Cost)
– Labor (Time)
– Materials (Resources)
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5. Poll
Does your organization have a
Social Media budget?
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6. Current Situation
52% of B2C content marketers feel challenged by
their budget. (Content Marketing Institute)
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7. The Current State of Social

8. Concordia University Irvine - Before Veronica Steele
@rachelmetscher
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9. Solution
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10. When Hiring
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11. But First You Need..
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12. Create Your Formula for Social Media Success =
Nail Down Your Social Media Strategy: P.O.S.T
**People’s Time, Content Curation and Creation, Distribution
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13. P.O.S.T or BUST
If you are focusing on whether you should “do YouTube” or “Pinterest” you
don’t get it.
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14. Limited Budget Means Getting Resourceful
No FTE for Social? Get Resourceful
No $$$, leverage social media brand ambassadors
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15. Activity Time
Outline Your Organizations P.O.S.T
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People
Objective
Strategy
Technology
@rachelmetscher
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16. Where To Begin
@rachelmetscher
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17. Listening
@rachelmetscher
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18. Monitoring
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@rachelmetscher
#SMSsummit
Hootsuite
Tweetdeck
Google Alerts
Search
Radian6
Sysmos
Media Alert Vendors
PR Agencies
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19. Set up Community Managers

20. Poll
How is your organization set up for
social right now?
@rachelmetscher
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21. Activity Time
Social Media Community Managers Model

22. Social Media Policy
Human
Resources
vs.
• Acceptable Behavior
• Legal
- HIPPA
- FERPA
• Access to Social at Work
• Professional Guidelines
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Marketing and
Communication
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Branding
Identity / Voice
Public Relations
Crisis
Communications
• Risk Management

23. What’s Involved in Training
@rachelmetscher
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24. No Policy? Consider a Playbook
Social Media Playbook
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25. No Policy? Consider a Playbook
Social Media Playbook Ingredients
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FAQs
Guidelines
Expectations
Do’s and Don’ts
– Scenarios
• Social Media Policy
@rachelmetscher
#SMSsummit
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26. Who Should be Involved in Creating the Playbook
Social Media Playbook:
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Legal
HR
Senior Leaders
Marketing
PR
Community Relations
Sales
Product Development
@rachelmetscher
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27. Policy or Playbook
@rachelmetscher
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28. BEST PRACTICES

29. Best Tip #1: Learn from Others, Help Others
@rachelmetscher
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30. Best Tip #2: Read, Read and Read Some More
@rachelmetscher
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31. Best Tip #3: Plan for Success…
Otherwise you plan for failure
@rachelmetscher
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32. Best Tip #4: Where to Find Resources?
@rachelmetscher
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33. Best Tip #5: You Need an Executive Champion
@rachelmetscher
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34. Best Tip #6: Change is Hard
@rachelmetscher
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35. Best Tip #7: It Takes a Village
I am
ready
Can’t
Wait
Yay!
@rachelmetscher
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@VSteeleTweet
I
Tweet!

36. Best Tip #8: Don’t Be Afraid
@rachelmetscher
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37. Bonus #1: Where Can You Find Content to Share
Caring is Sharing, but where do you begin?
@rachelmetscher
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38. Bonus #2: Be Passionate: Excitement is Key
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39. Bonus #3: Control vs. Channeling
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40. Bonus #4: Reporting
Social Media Metrics
This graphic comes from a Corporate Executive Board social media member survey. Those surveyed
were asked to indicate which metrics they use to track the performance of a social media campaign.
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41. Bonus #4: Reporting
What to Report? Suggestions
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42. Bonus #5: Engagement vs. Broadcasting
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43. Wrap Up
@rachelmetscher
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44. Questions
@rachelmetscher
@VSteeleTweet
#SMSsummit

45. Resources
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Radian6
eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/
Blog: http://www.salesforcemarketingcloud.com/blog/
Webinars: http://www.salesforcemarketingcloud.com/resources/webinars/
Public Relations Society of America (PRSA)
Blog: Building Marketing Strategies for Higher Education
: http://buildingmarketingstrategies.wordpress.com/
Blog: Social Media Strategies
Summit: http://socialmediastrategiessummit.com/blog/
Social Media Today, http://socialmediatoday.com/
Metscher’s Musing, http://metschermusings.wordpress.com/
Social Media Playbook: http://www.slideshare.net/rmetscher/social-mediaplaybook-20544843
How to Create Your Own Social Media Playbook,
http://readwrite.com/2012/04/09/how-to-create-your-ownsocial#awesm=~obTk8MFg9aUFHR
@rachelmetscher
#SMSsummit
@VSteeleTweet

46. Resources
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Marketplace
Education: http://www.marketplace.org/topics/economy/education
Experian Blog: http://www.experian.com/blogs/marketing-forward/
Hobsons Blog:
Content Marketing Institute: http://contentmarketinginstitute.com/
How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-mediabusiness-strategy/
http://www.forbes.com/sites/deannazandt/2013/05/22/3-essentialcomponents-of-successful-social-media-campaigns/
Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube
http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-topromote-your-brand-on-youtube?adref=nlt062613
Six Digital Metrics to Watch, http://goo.gl/Q3LUi
Social Media ROI: http://bootcampdigital.com/measuring-social-media-withalan-knecht/
@rachelmetscher
#SMSsummit
@VSteeleTweet

47. Resources
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Marketplace
Education: http://www.marketplace.org/topics/economy/education
Experian Blog: http://www.experian.com/blogs/marketing-forward/
Hobsons Blog:
Content Marketing Institute: http://contentmarketinginstitute.com/
How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-mediabusiness-strategy/
http://www.forbes.com/sites/deannazandt/2013/05/22/3-essentialcomponents-of-successful-social-media-campaigns/
Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube
http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-topromote-your-brand-on-youtube?adref=nlt062613
Six Digital Metrics to Watch, http://goo.gl/Q3LUi
Social Media ROI: http://bootcampdigital.com/measuring-social-media-withalan-knecht/
@rachelmetscher
#SMSsummit
@VSteeleTweet

48. Resources
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Ensure Strategt Not Tactics Drives Social Media
http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategynot-tactics-drives-your-social-media
What Do You Need to Make Social Media Successful in Higher Ed?
http://socialmediatoday.com/rmetscher/1600341/what-do-you-need-makesocial-media-successful-higher-ed
9 Ways to Keep You Fresh, Inspired and Creative,
http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-you-freshinspired-and-creative
5 Social Media Metrics That You Should Pay Attention To,
http://socialmediatoday.com/digitalsherpa/1586596/5-social-media-metricsyou-should-pay-attention
Social Yin and Yang: The Perfect Union of Strategic Listening and RealTime Engagementhttp://socialmediatoday.com/jordanv/1602056/social-yinand-yang-perfect-union-strategic-listening-and-real-time-engagement
@rachelmetscher
#SMSsummit
@VSteeleTweet

49. Resources
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Brian Solis, http://www.conversationprism.com/
HootSuite blog, http://blog.hootsuite.com/social-media-storytelling-3/
Winning the Sorytelling War by Jonah Sachs
http://www.youtube.com/watch?feature=player_embedded&v=xvaPF_y-fiU
Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a
Good Story, http://socialmediatoday.com/bryan-kramer/1570971/summerand-social-media-why-you-need-campfire-fishing-pole-and-good-story
Altimeter Group, Social Business Survey,
http://www.altimetergroup.com/research/reports/evolution-social-business
Empowered, Groundswell’s blog, http://forrester.typepad.com/groundswell/
3 Reasons Why Social Media Policy Is More Important Than Strategy,
http://marketingland.com/3-reasons-why-social-media-policy-is-moreimportant-than-strategy-43873
@rachelmetscher
#SMSsummit
@VSteeleTweet