10. Which Quadrant Are You?
Experience Executing Social Programs
Measured
Social Media
Success
LOW HIGH
HIGH
Some things are working! I’m killing it!
Social doesn’t work.HELP !!
17. Stages of your SM program
• Know Your Audience
• Research & Listen
• Document governance/policies
• Set Objectives, Goals, Strategies,
Tactics
• Develop Content
• Master One Social Channel
• Organic Growth & Distribution
• Respond
• Integrate with other Marketing
• Make investments
• Scale
Most brands start here
19. Getting Started
Set your social media objectives.
Get x% more appointments per month.
Generate x% more daily leads/enrollments.
Drive x% more weekly inbound calls.
Generate x% more monthly referrals.
Respond to customer comments in social within 24 hours.
21. Getting Started
Know your audience. Build a persona -
makemypersona.com
Who are they?
How do they consume social media?
Which network/vehicle makes sense to test?
24. Attracting Customers
Using social to drive sales (services)
Promote your content.
Engage in conversations.
Drive to valuable content.
Collect email address.
Schedule appts / calls /
webinars.
Close sale.
25. Attracting Customers
Using social to drive sales (products)
Promote your social
channels.
Drive to demos, how-to’s,
community, videos,
contests.
Track purchases made via
social.
Provide great
support
43. Influencers
• Use these tools…
• Search for relevant #, people, categories
• Follow those relevant @ handles
• Tag influencer about your content : “Hey @influencer, we just posted
our top 10 tips about xyz. Did we miss anything? bit.ly/yourlink”
45. Recap
Empathy Emotion Attitude Behavior1.
2. Complete your “Crawl” phase. (Governance, policies, objectives)
3. Understand your audience before launching that social account.
4. Master one social channel first.
5. Use social to delight and educate your customers.
46. Tool Resources
recitethis.com: Create quote boards for social posting
everypost.me: social posting and analytics
DesignMantic.com : Free templates for social profiles
Subjectline.com : grade your subject lines
Sigstr.com : Signature imaging
EmailOnAcid.com : Preview emails
Kickbox.io: email verification service
Delighted.com: NPS, one question surveys
canva.com: Create images social posting
Qualaroo.com: on site survey tool
ReferralSaasquatch.com: Referral program
platform
SumoMe.com: Sign up form platform
LeadPages.com: Landing page builder
SocialMention.com: Monitor social networks
hootsuite.com: Social media management
bufferapp.com: Social media management
later.com: Instragram schedule management
keyhole.co: Social Media competitive intelligence