The document outlines a comprehensive social media strategy highlighting the importance of aligning business objectives with audience insights. It discusses various successful brand examples, measurement tools, and strategies for content creation and audience engagement. Key concepts include the need for planning, measuring success, and leveraging social media for corporate communication.

1. Social Media Strategy November 16, 2010

2. @liisamarjatta Liisa Sheldrick PR 2.0: Multidisciplinary communications professional with experience in both corporate and agency settings. Thrives in creative, strategic and intellectually challenging situations. Appetite for all things media, entertainment, cultural, social and political. PR, Communications and Marketing: national media relations, corporate communications, employee communications, investor relations, event management, marketing communications, branding and copywriting for traditional media, web SEO and social media.

3. Where you can find me, online.

5. Who is Using Social Media? How do they use Social Media?

6. My Social Media Top 10

7. Understanding Social Media Consumer Evangelism: Citizen Marketers Ben McConnell and Jackie Huba Spreading Ideas: Idea Virus Seth Godin Iterative Approach: Here Comes Everybody Clay Shirky Social Capital: Whuffie Factor Tara Hunt

8. The Social Consumer

9. Big Brands are using Social Media

10. Ikea 2009 Photo Tagging Contest Custom Social Network: IkeaFans YouTube Channel Online tools, virtual planners, interactive catalogue, and Live Support Chat

11. Starbucks 1 of top 10 most followed brands on Facebook Custom Social Network: My Starbucks Idea Foursquare badges and mayor discounts Facebook App to Reload Your Friends’ Starbucks Card

12. The Gap Fake Twitter Account Logo Generator YouTube Channel Massive Media Coverage Confused Corporate Response

13. Measurement and Web Analytics

16. Measurement and Web Analytics

17. A Communications Plan with Social Media Tactics A goal without a plan is just a wish. Antoine de Saint-Exupery

18. Social Media Strategy Research, Benchmark, Brainstorm, Audience Definition, Goals, Objectives, Timeline, Key Messages, Expected and Desired Outcomes Content, Collaboration, Connections, Communicate, Community. But most of all Content. Measurement – Online Community into Participation IRL (In Real Life): Influence and Engagement

20. The Social Technographics ™ ladder from Forrester Research Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above

21. Achieving social media success depends on aligning business objectives with audience from Forrester Research B2B Social Objectives Functional Alignment Success metrics LISTENING Research Customer insight Improved segmentation Reduced pain; alignment of offering with need TALKING Marketing, education Changes in reach, impressions, brand awareness Increased share of voice Higher quality of responses to offers ENERGIZING Sales Increased velocity of messages in market Increased recommendation, promotion, advocacy Higher trust, brand trust perception SPREADING Professional services Faster deployments at new customers Existing customers create new business capacity SUPPORTING Customer service, technical support Reduced support costs Higher customer satisfaction Less churn EMBRACING Development, Product Marketing Deliver products faster to market Increased loyalty, increased advocacy

22. Measurement and Web Analytics There are many free tools available online for tracking and measuring your brand, your organization, and your content, online: · http://www.collecta.com · http://www.quarkbase.com · http://addictomatic.com · http://www.whostalkin.com · http://www.samepoint.com · http://blogpulse.com · http://answers.yahoo.com · http://tweetbeep.com · http://www.google.com/alerts · http://bit.ly · https://ping.fm/login · http://labs.digg.com/swarm/?popular · http://newsmap.jp · http://trend.icerocket.com

24. Social Media Strategy Thanks! Liisa Sheldrick (@liisamarjatta)