Augment your social media approach using up to date strategies. Social media strategic plans in a 2014 world call for new tactical approaches; here's some good foundational starting points.

1. © 2014 Big Dog Innovations
Social Media
2014 Style
Objectives
Your USP
Target
Markets
Their
Motivations
3.0 Marketing
Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0
Governance
Details
Audience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Nurturing
Automation
Conversion &
Welcoming
Crowd
Sourcing
Opportunities
Analysis &
Refinement

2. Social
Media
2014 Style
Objectives
Your USP
Target
Markets
Their
Motivations
3.0 Marketing
Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0
Governance
Details
Audience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Nurturing
Automation
Conversion &
Welcoming
Crowd
Sourcing
Opportunities
Analysis &
Refinement
*Items with yellow
type are indicative of
“new strategic practices”

3. Content in this deck that’s underlined in
blue depict the most notable points!

4. The Purpose of This Deck
 Suggest new content strategies for social media
 Describe methods for increased interactions from social
media communities
 Turn interactions (communication engagements) into
converted business opportunities
 Show our fractional ownership approach that allows you to
engage with us at any level should you feel we can help

5. We’ll start with raising the bar of
expectation for social media
 Social media 2014 style should have an increased impact on
company revenues
 You’ll get there by rewriting your strategic game plan some
of which we’ll describe in this deck
 You’ll need to change the messaging style so it get’s the
community talking (more than it presently does)
 You’ll use new digital technologies to increase levels of
“ongoing engagement”- this should take you far beyond
“traditional social media”

6. Old tactics don’t work, here’s 3 reasons why…
 Most social media was not originally intended for business,
the approach methods used in traditional communications
needs to be adjusted
 Social media platforms continue to proliferate, the
landscape has become increasingly crowded
 Most Significantly: Prospect and customer behaviors
have changed; their research and paths to purchase have
evolved

7. As for new strategic and tactical approaches we’re
focusing our suggestions on the yellow type only circles
from the second slide of this deck.
Thus it’s here, that we begin the first of the four primary
sections; “New Content Strategies”

8. Social
Media
2014 Style
Objectives
Your USP
Target
Markets
Their
Motivations
3.0 Marketing
Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0
Governance
Details
Audience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Nurturing
Automation
Conversion &
Welcoming
Crowd
Sourcing
Opportunities
Analysis &
Refinement
*Items with yellow
type are indicative of
“new strategic practices”

9. Your Target Market’s Motivations
 You have your objectives and your unique selling or value propositions
 What about their motivations?
 Why would they care, why would they be more likely to participate on
your platforms (if at all), vs. someone else's?
 If you can make your social media platforms more “about them” you’re
more likely to succeed
 Social media should be less about you, more about what “moves them”
 This approach is an art that can be practiced and turned into social
media expertise

10. “3.0 Marketing”- What’s
Different
 In the past the focus was brand centric
 More recently, the focus has been on the customer
 Now the focus (particularly in social media) needs to be a message strategy that incites
“the human wave”; (i.e., attempts at publishing content that goes viral even if that means
“mini-viral”)
 This 3.0 messaging strategy represents a shift- the focus here is on what gets them (your
prospects & customers) to “participate”, what gets them to lead the conversation; what
needs to take place in order for them to share and multiply your messages with others, to
be part of an ongoing co-development of your future brand
 The human wave, this style of 3.0 Marketing is similar to the effect of what happens
with crowd sourcing; the difference though, is you’ll likely be pursuing conversions,
advocacy, cross-selling and retention objectives

11. Strategic Content Plan
New sources that should contribute to your 3.0 content
plans-
1. Chief executives- many of them possess high levels of useable information that
can become content; develop a process to interview some of them 1x/month;
their expertise can become material that can be maneuvered into 3.0 message
starters
2. Grass roots content- develop internal communications processes that make it
easy for the customer facing staff to contribute to your content buckets
3. Developing strategies to get them, your prospects and customers, to contribute
content for editing and future publishing
4. Develop messaging that allows them to participate in your brand evolution

12. New Section: Increased Interactions

13. Social
Media
2014 Style
Objectives
Your USP
Target
Markets
Their
Motivations
3.0 Marketing
Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0
Governance
Details
Audience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Nurturing
Automation
Conversion &
Welcoming
Crowd
Sourcing
Opportunities
Analysis &
Refinement

14. Call to Action Strategy
 Social media content that aims to increase audience participation
should include links to landing pages
 Landing pages are like your website but they can blow the “marketing
functionality” of your website away
 Landing pages can extend the reach of your sales and marketing efforts
in that they allow for the collection of activity and feedback from
digital activities 24/7/365 and can originate from any media (including
social media of course)
 Smart call-to-action strategies can increase your instances of dialogue
and activity; when you consider the number of posts you do each year
the number of increased interactions can be in the thousands or more-
remember your customer and prospect base is already digitally invested
(even if they’re grandparents!)

15. Social Media
Posts &
Other Digital
“Touch
Points”
Call to
Action
Strategies
Increase
Interactions
(Digital
Landing
Pages)
Capture &
Nurture
Based on
Their
Landing
Page
Activities
Purchase,
Register,
Respond,
Share,
Volunteer,
Advocate,
Download,
Follow,
Contact
Update
Landing Page Dynamics- More Options for the
Marketing Communications Team

16. 3.0 Governance
 If you’re getting “them” more involved in interactive
communications you may need to predetermine
protocols, additional filters and listening
requirements to manage conversations

17. Audience Acquisition Plans
Landing pages are the conduit for capturing activities
and responses.
Developing an acquisition plan with the consistent use
of landing pages should encompass most of your
media platforms.
A digital media version of an acquisitions plan is
represented in the illustration on the next slide.

18. Prospects into visitors
Visitors into warm
leads that can be
nurtured

19. Infrastructure Enhancements
 Your cross media investments- direct mail, email
newsletter, website/blogsite, traditional advertising, PR,
social media and events based communications should
include the option for your prospects to sign up to “follow
you” and they should be given a compelling reason to do so
 Make sure you have sign up boxes (with compelling call to
actions) in places that are most likely to get conversions;
sign ups are a convenient alternative for them vs. having to
make a full-on purchase decision at a particular time
 While the “Like Us method” is quick and easy you should
develop additional ways to get them to take follower action

20. New Section: Proactively Convert
Social Media Into Business
Opportunities

21. Social
Media
2014 Style
Objectives
Your USP
Target
Markets
Their
Motivations
3.0 Marketing
Message
Strategy
Strategic
Content Plan
Call to Action
Strategy
Landing Page
Dynamics
3.0
Governance
Details
Audience
Acquisition
Plan
Infrastructure
Enhancement
Publishing
Schedule
Content
Deployment
Activity &
Response
Captures
Nurturing
Automation
Conversion &
Welcoming
Crowd
Sourcing
Opportunities
Analysis &
Refinement
*Items with yellow
type are indicative of
“new strategic practices”

22. Activity & Response Captures
 Activities & responses such as purchase, register,
respond, and download are “tag-able”
 As illustrated in the next slide, tags can be programmed
to pre-determine specific follow through courses of
action

23. Interactive
Two-Way
Dialogue
PURLs
GURLs
QR Codes
Text
Telemarketin
g
Tag: A
Tag: B
Tag: C
Centralized Database /
Automated Marketing
System
Centralized Database /
Automated Marketing
System

24. Nurturing Automation
 Nurturing automation is the ability t0 pre-wire a wide
range of cross media marketing follow through
activities
 In the case of social media, marketing automation is
triggered from activities that first started on landing
pages
 In order to imagine plotting a “nurturing automation
lifecycle” a sample white board is illustrated on the
next page

25. Inbound
Media
Landing
Page
Captures
Nurture Prospects
Convert
Sales
Get
Referrals
Upsell
Customers
Deliver
&
Satisfy

26. Crowd Sourcing
 If you’re in the private sector your business has the
opportunity to “give back” while simultaneously generating
new followers virally
 It’s easy to start a “crowd sourcing viral wave” where the
community participates in choosing which organizations
will be the recipient of your monthly or quarterly
philanthropic contributions
 It’s an effective way to get more followers; try it, it works!

27. Analysis & Refinement
 As most marketing teams are aware, Google Analytics is a
comprehensive tool that can give you a wide array of reports regarding
online traffic
 If in 2014 you’re going to develop more of the “human wave” in your
development efforts, landing pages come with a full suite of their own
analytics that can supply you with better distinctions on where your
social media has contributed to increased revenue performance
 If you have a clearly defined set of organizational objectives there’s no
better way to test-measure-refine than to take advantage of the new
reporting tools that come with landing page analytics
 Remember, it’s one thing to have a large social media community, it’s
another to get them to take action; landing page reports give you a
much better view of the actions taken

28. Take the 20/20 Challenge
Our Social Media Therapeutics Checklist™
is designed to supply you
20 good ideas within 20 days
It’s an inexpensive way to invigorate your social media- kind
of like a “fractional ownership” method of hiring experts,
but only a little piece of them
Once you learn the style of
“3.0 audience participation messaging”
it becomes easy to replicate!

29. All of our cross media strategic planning
and implementation services are available
as standalone platforms or fully integrated
cross media systems

30. I love feedback and the opportunity to compare notes
For comments or further inquiry contact me
Peter Winters President, Big Dog Innovations
917 301-9100 pwinters@bigdoginnovations.com
LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/
Cross Media Implementation Team-
MSP Digital Marketing
www.mspdigital.com