Beyond the basics, most social media initiatives crash and burn because of the lack of a cohesive strategic process. Learn the details to creating and implementing a social media plan that produces tangible results and accomplishes critical objectives.

1. Social Media Strategy
Richard C. Brasser and Kristen Galli
The Targeted Group
March 17, 2010
©2010 The Targeted Group

2. Today’s Presenters:
Richard Brasser Kristen Galli
Twitter: @socmedia365 Twitter: @TheTG
LinkedIn: linkedin.com/in/brasser LinkedIn: linkedin.com/in/kristengalli
Gvoice: 646.719.0619 Gvoice: 407.243.8554
Email: rbrasser@targetedgroup.com Email: kgalli@targetedgroup.com
www.thetargetedgroup.com
866-738-8768

6. 91%

10. Do you know that 80% of social media
initiatives FAIL?

11. Strategy is KEY

12. How We Help You Do It
Social Media Strategy Roadmap
A Social Media Solution will affect many parts of
an organization.
How will it affect yours?
We examine over 130 items critical to
developing your social media roadmap.
Want a Copy?
Look for our TWEET at 3pm EST
Follow: @socmedia365 & @TheTG

13. 10½ Power Steps for your
Social Media Strategy
1. Listen 6. Develop a Content Strategy
2. Internal Development 7. Choose your Tools
3. Define Objectives and Goals 8. Publish your Content
4. Identify the Playground 9. Engage your Audience
5. Identify Key Influencers 10. Measure your Results
10 ½. Constantly Refine your Strategy

14. Step 1: Listen • Who is talking about you
• What are they saying
• Is it positive or negative
• Where are the conversations taking place
• What are your competitors doing
• What’s the buzz about them
• What content resonates with your
audience
• Where else is your audience talking
• What social sites have the most
conversations
• Who are the thought leaders you should
connect with
• What are your opportunities and threats

15. ACTION STEPS
Monitor your brand on the internet using these tools:
Global Internet: Twitter:
Google Alerts Twitter Search
Social Mention Monitter
Jodange Twilert
Trendrr
Message Boards and
Blogs: Forums:
Technorati BoardTracker
Google Blog Search BoardReader
IceRocket
Facebook: Paid Subscription Services:
Lexicon Nielsen BuzzMetrics
Radian6

16. Step 2: Internal Development
Get your ducks in a row before starting

17. ACTION STEPS
Questions to ask when developing your internal policy:
Draft your Social Media Policy
Think about WHO
Which people in your company will be
responsible for implementing your
strategy?
Developing a Social Media Policy
Think about WHEN An introductory guide to the essentials of
How often should communication go developing a social media policy
out?
Think about HOW
Have a social media 101 training session
so all employees are aware of the
policies and guidelines.

18. Step 3: Define Objectives & Goals

19. ACTION STEPS
Common Business Goals:
• Increase Brand Reputation
• Increase Brand Awareness
• Increase Share of Voice
• Promote Thought Leadership
• Humanize your Brand
• Improve Customer Service
• Increase Retention Rates
• Increase Sales
Think about. . .
how are you going to measure these?

20. Case Study:
Stormhoeck Wines

21. Step 4: Identify the Playground

22. ACTION STEPS
How to find where your customers are engaging online:
• Google Search
• Blog Search: Bloglines
• Forum Search: big-boards.com
• Article Commenting:
delicious.com 100 + bookmarks
• Social Networking Searches
• Review Sites: Amazon
• SIMPLY ASK

23. Step 5: Identify Key Influencers

24. ACTION STEPS
Things to look at when identifying a key influencer:
• Traffic to their blog or Twitter page
• Inbound links to their site or blog
• Reader engagement: Time spent on
their site or comments made on
their blog
• Recommendations: Number of
retweets (Tweetmeme),
bookmarking, sharing of content
• Connections: Number of followers
across multiple social sites
• Track record: Age of domain,
number of blog posts

25. Be Careful of a Common Mistake

26. Step 6: Develop a Content Strategy

27. Case Study:
Reeds Ginger Brew

28. ACTION STEPS
Things to think about when developing your content strategy
• What resonates with your
audience
• How do you want to position
yourself and your company
• What are you uniquely
knowledgeable about in your
world
• What topics are being
discussed most frequently in
your industry

29. Step 7: Choose your Tools

30. ACTION STEPS
• Increase Brand Reputation – Facebook, Twitter, Blogs
• Promote Thought Leadership – Blogs, Twitter, LinkedIn
• Humanize your Brand – YouTube, Flickr
• Accelerate R & D and Product Design – Polls, Ratings
• Improve Customer Service – Twitter, Facebook, Chat
• Increase Retention Rates – Online Community
• Increase Sales – All of the Above…when used correctly

31. Step 8: Publish your Content

32. BooneOakley Web Site
SCREAMS CREATIVITY AND INNOVATIVE THINKING

33. ACTION STEPS
Types of content you can publish:
• Blogs
• Vlogs
• Videos and Pictures
• Status Updates on Networking
Sites
• Upcoming Events
• Press Releases
• Contests
• Promotions
• Forums

34. Step 9: Engage your Audience

35. Case
Study:

36. Experts sharing:
•Honest experiences
•Real videos and pics
•Special tips
•Networking
•Experience sharing
•Forum questions
•Commenting

37. ACTION STEPS
Things that can help you increase your audience engagement:
• Moderated Questions
• Ratings and Reviews
• Polls
• Discussion Boards
• Contests
• Online Chat
• Games
• Videos
• Breaking News and
Announcements

38. Step 10: Measure your Results

39. ACTION STEPS
Things to consider when you measure your results:
• Traffic
• Leads
• Search Engine Optimization
• Customer Engagement
• Retention
• Profit

40. ADVANCED STEPS
More detailed understanding of your audience

41. Step 10½ …
Constantly Refine your Strategy

42. ACTION STEPS
Things to consider when refining your strategy
Interpret Changes and Trends in:
• Online Community Participation
• Comment and Review Sentiment
• Percentage of Members
Participating
• Words or Phrases that Spark
Response
• Feedback on Content and Trends