University of Tennessee Building a Social Media Strategy Baker Labs

1. Building a Social Media Strategy

2. Hi, I’m Gavin. Gavin Baker Principal gavin@bakerlabs.co bakerlabs.co @gavinbaker @bakerlabs

10. & Who are you? Why are you here today?

11. Schedule Introductions Session I Class Activity Break Class Activity Session II Q&A

12. “Social media is an umbrella term that deﬁnes the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.” – wikipedia.com 3

14. How many...?

16. Why should you care? 7

17. Why should you care? 7

18. Social networks and blogs account for nearly 25% of American’s time online. - Nielsen Why should you care? 7

23. Social networks and blogs account for nearly 25% of American’s time online. - Nielsen Why should you care? 4 out of 5 active Internet users visit social networks and blogs - Nielsen 7

24. Social networks and blogs account for nearly 25% of American’s time online. - Nielsen Why should you care? 4 out of 5 active Internet users visit social networks and blogs - Nielsen 7

25. Social networks and blogs account for nearly 25% of American’s time online. - Nielsen Why should you care? 4 out of 5 active Internet users visit social networks and blogs - Nielsen 18% of all new content found online, is found through social media. - Nielsen 7

26. Why should you care? 70% of Internet users reported “trusting” consumer opinions posted in social media. - Nielsen 86% of companies in the largest 100 of the Fortune 500 use social media. - Burson-Marsteller 8

27. Web users are 51% more likely to buy from your brand if they follow you on Facebook. Why should you care? 70% of Internet users reported “trusting” consumer opinions posted in social media. - Nielsen 86% of companies in the largest 100 of the Fortune 500 use social media. - Burson-Marsteller 8

28. Web users are 51% more likely to buy from your brand if they follow you on Facebook. And are 60% more likely to recommend your brand. - eMarketer Why should you care? 70% of Internet users reported “trusting” consumer opinions posted in social media. - Nielsen 86% of companies in the largest 100 of the Fortune 500 use social media. - Burson-Marsteller 8

29. Numbers 8

30. Numbers Life updates, photos, videos, events. One billion members 200 Million+ members. 340 Million News, streaming updates, sports. Messages a Day. Online video, music videos, Watched: 4 billion hours/month how-to videos. Uploaded: 72 hours/minute Professional networking and online 187 million members. Over 5 proﬁle. billion searches in 2012 97% female. Average user spends DIY, fashion, and cooking. 16 minutes/day. Mobile Photosharing 5 million images updated every day. 8

37. 114,804 3

40. John Doe 3

41. Two Camps Social Media is....

42. Two Camps Social Media is.... Awesome! Perfect to connect with customers Great way to tell our story

43. Two Camps Social Media is.... Awesome! Perfect to connect with customers Great way to tell our story Waste of time Pointless Zero value

44. #1 objection for social media?

45. #1 objection for social media?

46. #1 objection for social media? What if people say negative things?

47. #1 objection for social media? What if people say negative things?

48. #1 objection for social media? They What if people say are! already negative things?

49. Social Media ROI 8

50. Social Media ROI -How does it make us money? 8

51. Social Media ROI -How does it make us money? -How does it save us money? 8

52. Social Media ROI -How does it make us money? -How does it save us money? -What does success look like? 8

53. “If you dislike change, you’re going to dislike irrelevance even more” Eric K. Shinseki, Secretary of Veterans Affairs 9

55. 1. Objectives

56. 1. Objectives 2. Strategies

57. 1. Objectives 2. Strategies 3. Tactics

59. 1. Objectives (what)

60. 1. Objectives (what) 2. Strategies (ways)

61. 1. Objectives (what) 2. Strategies (ways) 3. Tactics (means)

62. Find Nemo 11 15

63. 1. Start with Goals 7

64. 1. Start with Goals 7

65. What do you want to accomplish? 1. Start with Goals 7

70. What do you want to accomplish? 1. Start with Goals Attract new customers 7

71. What do you want to accomplish? 1. Start with Goals Attract new customers Retain current customers 7

72. What do you want to accomplish? 1. Start with Goals Attract new customers Retain current customers Achieve industry inﬂuence 7

73. What do you want to accomplish? 1. Start with Goals Attract new customers Retain current customers Achieve industry inﬂuence Increase promotion and awareness 7

74. Take a Peek at the Neighbors 7

75. Take a Peek at the Neighbors 7

76. Take a Peek at the Neighbors What are others doing? 7

77. Take a Peek at the Neighbors What are others doing? What seems to be working? 7

78. 2. Boots on the ground Pinterest Instagram Forums LinkedIn 7

79. 2. Boots on the ground Pinterest Instagram Forums LinkedIn 7

80. How do we get ________? 2. Boots on the ground Pinterest Instagram Forums LinkedIn 7

81. How do we get ________? 2. Boots on the ground Blog Pinterest Instagram Forums LinkedIn 7

82. How do we get ________? 2. Boots on the ground Blog Pinterest Twitter Instagram Forums LinkedIn 7

83. How do we get ________? 2. Boots on the ground Blog Pinterest Twitter Instagram YouTube Forums LinkedIn 7

84. How do we get ________? 2. Boots on the ground Blog Pinterest Twitter Instagram YouTube Forums Facebook LinkedIn 7

85. Where to start 15

86. Updates, pictures, video Where to start 15

87. Updates, pictures, video Long-form content, subject matter expert Where to start 15

88. Updates, pictures, video Long-form content, subject matter expert Short public engagement, active audience Where to start 15

89. Updates, pictures, video Long-form content, subject matter expert Short public engagement, active audience Where to start DIY, Fashion and Cooking 15

90. Updates, pictures, video Long-form content, subject matter expert Short public engagement, active audience Where to start DIY, Fashion and Cooking Video channels and embedded video 15

91. Updates, pictures, video Long-form content, subject matter expert Short public engagement, active audience Where to start DIY, Fashion and Cooking Video channels and embedded video Where you are and what’s popular 15

92. Updates, pictures, video Long-form content, subject matter expert Short public engagement, active audience Where to start DIY, Fashion and Cooking Video channels and embedded video Where you are and what’s popular Online professional networking 15

93. Natural resources 7

94. Does one of your team have: Natural resources 7

95. Does one of your team have: Large Twitter following Natural resources 7

96. Does one of your team have: Large Twitter following Email newsletter Natural resources 7

97. Does one of your team have: Large Twitter following Email newsletter Popular blog Natural resources 7

98. Does one of your team have: Large Twitter following Email newsletter Popular blog News interviews Natural resources 7

103. Does one of your team have: Large Twitter following Email newsletter Popular blog News interviews Natural resources Do you have: 7

104. Does one of your team have: Large Twitter following Email newsletter Popular blog News interviews Natural resources Do you have: Brochures 7

105. Does one of your team have: Large Twitter following Email newsletter Popular blog News interviews Natural resources Do you have: Brochures Books 7

106. Does one of your team have: Large Twitter following Email newsletter Popular blog News interviews Natural resources Do you have: Brochures Books Pamphelts 7

107. What is your #1 goal for social media?

108. Break

109. Class Examples

110. 3. High-value = _________. 7

111. 3. High-value = _________. Consistent Twitter updates 7

112. 3. High-value = _________. Consistent Twitter updates Blogging weekly 7

113. 3. High-value = _________. Consistent Twitter updates Blogging weekly Exceptional email newsletter 7

114. 4. Measure 7

115. 4. Measure Is traffic increasing? 7

116. 4. Measure Is traffic increasing? Is engagement increasing? 7

117. 4. Measure Is traffic increasing? Is engagement increasing? Do you have more customers? 7

118. 4. Measure Is traffic increasing? Is engagement increasing? Do you have more customers? Are you selling more of items you mention? 7

119. 4. Measure Is traffic increasing? Is engagement increasing? Do you have more customers? Are you selling more of items you mention? Do people seem “more aware” of you? 7

120. Use the numbers 7

121. Use the numbers Google Analytics (website traffic) 7

122. Use the numbers Google Analytics (website traffic) Google Alerts (online mentions) 7

123. Use the numbers Google Analytics (website traffic) Google Alerts (online mentions) Sales Reports (what is selling well) 7

124. Use the numbers Google Analytics (website traffic) Google Alerts (online mentions) Sales Reports (what is selling well) Mentions on Twitter (who is talking about you) 7

125. Use the numbers Google Analytics (website traffic) Google Alerts (online mentions) Sales Reports (what is selling well) Mentions on Twitter (who is talking about you) Facebook Insights (what are your users 7

126. 5. Focus 7

127. 5. Focus What is working? What is not? 7

128. 5. Focus What is working? What is not? Where should you increase investment? 7

129. 1. Goals 2. Channels 3. Valued Actions 4. Measure 5. Focus 7

130. Gavin Baker gavin@bakerlabs.co 865 226 9472 @gavinbaker bakerlabs.co Contact 8

University of Tennessee Building a Social Media Strategy Baker Labs

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