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Social Media Strategy delving beyond the tools to understand, plan and measure how  social media can enrich your organization’s engagement efforts Mark Smiciklas, MBA // DIG360.ca //   IntersectionConsulting.com // twitter.com/Intersection1
Social Media Strategy less about the tools -  more  about  the reasons behind their use
content
Start by listening and… understanding  who  to listen  to and  what  to listen for
STEP ONE Discovery
Discovery Overview Social Capacity Target Audience Objectives Governance
Social Capacity Assess your ability to create  content , maintain  social tools   and  engage  with your community
 
A few social capacity questions… Can you create relevant, meaningful content?  How often can you publish content?  How much time is your organization capable/willing to you invest in social media?  Can you engage employees in the process?
Identify your primary & secondary  target audiences  as well as  industry influencers
Customers, Employees, Prospects Vendors, Media, Bloggers, Industry Groups
Establish the  information needs  or  buying questions  of each audience
Some Audience Needs… product information pricing availability assurance education entertainment
Objectives Define  measurable  social media goals
Engagement Lead Generation/Sales Brand Awareness Education Industry/Thought Leadership Customer Service
Ideas in Action Social Media Goal Alignment Case Study Twitter stats Follow clients, prospects and relevant industry influencers; twitter search; Listorious 200 followers (+100%) Increase targeted Twitter followers Thought Leadership Feedburner; Google Analytics 1-2 blog posts per week; 1 LinkedIn answer per week; 1-2 blog comments per week 100 subscribers (new) Increase blog subscribers Thought Leadership Google Analytics Back link from facebook, twitter, flickr, youtube, LinkedIn 14k new visitors (+16%) Increase traffic to blog/website Awareness Google Analytics; internal tracking Blog link; FB  link; FB ads; strategic tweets 200 form fills (+25%) Increase quote form submits Sales Measurement Mechanism Strategies, Tools & Tactics Target (4mos) Social Media Objective Business Goal
Governance social media rules of engagement
Policies Training Management
Resource http://socialmediagovernance.com/policies.php
STEP TWO Strategy
Strategy Overview Listening Content Blogging Social Tools
LISTENING What are people saying about your brand?
Use Listening Tools to Monitor Conversations
Use a RSS Reader to Aggregate Conversations
 
Ideas in Action “ A large consumer product company found out about a  group of people who were brainstorming a way to solve  a problem which was related to this company.  Because this consumer product company has people working for it who actively participate in networks, and monitor the  space, they found out about it. Someone identified this idea  as a signal in a sea of noise—there are a lot of people who  talk about this company daily, but this was different.  The people who independently brainstormed this idea outside  of the company's ecosystem are now talking to the people who  work for the company about making the idea into a reality.” David Armano 
Content Strategy content must be  relevant  and  useful  to your target audience  (and aligned with the their information needs)
Ideas in Action MEC User Generated Video Content
Ideas in Action http://video.bigwarmup.com/   http://www.bigbostonwarmup.com/
Content Conundrum content creation can become a  burden for many organizations because of a legacy of departmentalization
A social approach to content © David Armano  darmano.typepad.com
Employees are your  brand’s secret weapon  - engage them in social media
Ideas in Action
Ideas in Action
The Blog your social media  home base
 
Ideas in Action
Social Tools Which channels fit your strategy?
 
STEP THREE Implementation
Implementation create and  optimize  your  social media channels (keep relevant keywords top of mind)
Best Practices the  90/10  rule
 
 
 
STEP FOUR Analytics
Analytics Best Practice Align analytics tools & data collection with your organization’s social media objectives
Resource Google Analytics:  http://www.google.com/analytics/
Resource Social Mention:  http://www.socialmention.com/
Resource Klout Twitter Analytics:  http://klout.com/
Resource Bit.ly Click Tracking:  http://bit.ly/
Analytics Best Practice Don’t rely exclusively on web 2.0 analytics – Mix  in  offline data sets  to measure engagement (use customer research to compliment online analytics)
 
Image Credits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You! Mark Smiciklas, MBA // DIG360.ca //   IntersectionConsulting.com // twitter.com/Intersection1

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Social Media Strategy