Social Media Strategy

1. The Science of Social Media
Marketing
Ready to go viral?

2. Defining Social Media Marketing

3. What is web 2.0?
“We're moving away from 'users,' 'customers,' and
'shoppers.' Social media is bringing back the human
element to all digital interaction.”
‐ ReadWriteWeb

4. Who is this for?
Web 2.O geek, trend watchers Football fans
Social Media
Strategist
Travelers Professionals
• For all users!
• Low investments

5. Key platforms : Be aware of the
options, but don’t over commit
Share
Wikis and
Store
Online Blogs
Collab.
Visual
Content Twitter
Social
Networks

6. Key platforms
• Communication and Promotional Tools
Multimedia
Blogs
– Social Networks Content
– Blogs
Social
– Twitter Networks
Twitter
– Multimedia content (video / photos / ppt)
• Organizational Efficiencies
– Wikis / crowd source Share
Online
Wikis and
– Share, access, store Store
Collab.
– Cloud‐collaboration

7. Social
Networks
• What is out there? • So I have a page, now what?
– LinkedIn : ecosystem – Upload contacts
– Facebook : friends – Spark two‐way conversations
– Twitter : communications – Animation (blog, …)
– Ning : organizations
– MySpace : music

8. Networks
PROFESSIONAL SOCIAL

9. Twitter
• What is it? • Who uses it?
– Permanency of blogging – The media
– Utility of emailing – Politicians
– Sociality – C‐level executives; decision makers
– Agility of text – Brands and organizations
• Why join? – Online influentials
– Disseminate information
– Converse and share
– Build a network
– Gain insights

10. Multimedia
Content
• Why you need it: • Why you need it:
– A picture is worth… – A picture is worth…
– Tell your story; create a – Tell your story; create a
lasting resource lasting resource
– Make it compelling; short – Make it compelling; short and
and something you’d pass on something you’d pass on
– Create assets to share with – Create assets to share with
on and offline media outlets on and offline media outlets

11. Multimedia content

12. Blogs
• Not “just a blog” – many • Permanent, but imperfect – many
considerations: decisions:
– Your organization’s blog – Software
– Influencer blogs – Engagement strategy
– Employee blogs – Message and positioning
– Coalition / member blogs – Intelligence and tracking
– Competitor / adversary blogs

13. Wikis
• Why you need them:
– Define the debate at point of
research: Wikipedia
• What are wikis? – Replace internal intranets
– Collaborative resource – Create a puzzle‐piece mentality
– Relies on “wisdom of the that encourages more
crowds” participation and knowledge‐
– Not always accurate, sharing
buuuuut…here comes – Enable easy access
everybody! – Document evolution and keep
definitions dynamic (e.g., of your
issue / organization)

14. Share
and
• What tools are available?
Store – Google Docs
– Google Reader / RSS
– Slideshare
– Delicious
– YouSendIt
Docs – TinyURLs
– “Share This”
• Why you need them:
– Cost effective ($0)
– Accessible anywhere
– Time‐saving
– Searchable; can make public

15. Social Media
Strategy

16. Why social media?
• Lowers the transaction costs for individuals to organize, connect and
discover
• Corrects the asymmetry of information that often exists between brands
and consumers
• Online tools are, at their core, simple and effective; they help actualize
things offline in a faster, more stream‐lined way
• The online space allows for social capital, links, resources and information
to be exchanged, stored and referenced ad infinitum
• Supports and amplifies offline efforts

17. The 7 Steps to planning and
executing a web 2.0 Campaign
1. Set goals
2. Establish team roles
3. Brand and integrate campaign elements
4. Scope, research, understand
5. Evaluate and select platforms
6. Document

18. ‐1‐ Defining a strategy
ANALYZE – Providing Intelligence
– Audits, Reporting, Analysis and Metrics
– Wikipedia Monitoring and Management
PROTECT – Helping Defend Your Issue
– Monitoring and Reputation Management
– Analysis, Assessment and Strategic Response
PROMOTE – Moving Information
– Digital Public Relations
– Social Media Engagement
– Search Engine Consulting and Optimization
– Grassroots Messaging

19. Quantitative tools to gauge success
• Basic metrics
– Connections, fans, wall posts
– Video views, comments and subscriptions
– Visitors and link‐backs to your site and/or blog
– Blog and Twitter buzz – quantity and impressions
– Tonal reaction (positive/negative)
– Benchmark reports (beginning/end; weekly/monthly)
• Campaign‐dependent metrics
– Actions taken
– Voters, constituents, consumers
– Launching point for future efforts

20. Quantitative tools to gauge success
sitemeter.com
(some bloggers display this on their sites)
google.com/analytics
(set this up if you are running a site, unique visitors for Facebook)
compete.com
(compare and evaluate web traffic)
tweetstats.com & trackzor.com
(stats from Tweeter / Facebook, MySpace)
mybloglog.com
(stats on Flickr, MySpace and Wordpress)

21. ‐2‐ Define team roles
• Social Web Presence
– Community Manager: Communicates on behalf of the campaign,
under their own name, everywhere online
– Brand Manager: Ensures that message and aesthetics are consistent
across entire campaign (on and offline)
– Analyst: Tracks, records and reports on campaign successes; helps
recalibrate where needed

22. ‐3‐ Brand and identity guideline
• Brand
– Use the same graphic element
– Use the Corporate Identity Guideline
– Write a mission statement and tagline
• Integrate
– Store everything in the “cloud” (wiki, Google docs,…)
– Connect what you are doing offline, online (and vice‐versa)
– Lean on digital and social technologies to help you disseminate
your message and connect with stakeholders

23. ‐4‐ Scope, research, understand
• Scope the terms, issues and individuals you want to learn more about,
engage and inform
• Research the issues/people you are targeting
– Google news and Google blog search
– Technorati blog search
– Live Journal (tend to be most personal)
– MySpace (blog posts can be similar to LJ)
• Understand the people you want to reach
– Message analysis (what resonates?)
– Look at “About” pages and bios
– Prepare to reach out over email, Facebook, Twitter, Linkedin,…

24. ‐5‐ Select Platforms

25. Cross‐media campaign
Blogs
Wikis
LINKEDIN
Multimedia Share
Content and
Store

26. ‐6‐ Document everything
• There are two stories at play here – find a way to tell both
– The one that you are working to articulate through the campaign
itself: planned and under control
– The one that is ‘behind‐the‐scenes’ / ‘making‐of’ experience: mainly
uncontrolled !
Need community management!

27. Web 2.0 is a garden: plant,
water, weed, maintain;
repeat!

28. More questions?
@lbano Masino
Social Media Strategist
http://be.linkedin.com/in/albanomasino
http://twitter.com/AlbanoMasino