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What's Missing from Your Social Media Program? How to Create an Effective Social Media Plan.


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How to develop an effective social media strategy for your company or organization. Use the step by step process and create your own plan.

Published in: Business

What's Missing from Your Social Media Program? How to Create an Effective Social Media Plan.

  1. 1. What’s Missing In Your Social Media Program? Presented by Scott Schablow
  2. 2. What is social media? <ul><li>Conversation </li></ul><ul><li>Collaboration </li></ul><ul><li>Community </li></ul>
  3. 3. What is social media? Using the Internet to instantly collaborate, share information, and have a conversation about ideas [brands, services] and causes we care about. “ ” Beth Kanter
  4. 4. What is this? It’s a hammer. IT’S A TOOL. A tool is suited for a specific task.
  5. 5. A Tool. This tool, I mean carpenter, knows how to use the hammer as a tool. Would you ask him to build you a house because he knows how to use a hammer?
  6. 6. A Plan. A Strategy. You would find someone that can develop a plan for building a house. Something for those using the tools to work from; to tell them what the specific tasks (tactics) for the tools should be.
  7. 7. What are these? What are these? THEY ARE TOOLS. TOOLS ARE FOR SPECIFIC TASKS (marketing tactics). Start with a strategic plan, BEFORE selecting the tools to build a social marketing program.
  8. 8. Develop a Social Media Strategy. <ul><li>Establish Your Objective </li></ul><ul><li>Why are we doing this and what to we want to get out of it? </li></ul><ul><li>Avoid the “Shiny Object Syndrome!” (get me one of those) </li></ul><ul><li>Determine company policies, best practices, content standards </li></ul><ul><li>Decide proper level & type of engagement </li></ul><ul><li>Agree on metrics for evaluating success </li></ul>
  9. 9. Develop a Social Media Strategy. <ul><li>Example Objective: General Motors </li></ul><ul><li>Become more responsive to people/consumer audiences </li></ul><ul><li>Incorporate audience/consumer feedback into your organization more quickly and effectively than has happened traditionally </li></ul><ul><li>Make your brand a little more “human” to the outside world, and show people the smarts, personality and passion of the people behind your logo </li></ul><ul><li>Increase awareness of the strength of your current product lineup, and provide perspective/accurate information about your company </li></ul>
  10. 10. Develop a Social Media Strategy. <ul><li>Example Objective: Coca-Cola </li></ul><ul><li>The vision of the Company to achieve sustainable growth online and offline is guided by certain shared values  that we live by as an organization and as individuals:  </li></ul><ul><li>LEADERSHIP: The courage to shape a better future </li></ul><ul><li>COLLABORATION: Leveraging our collective genius </li></ul><ul><li>INTEGRITY: Being real </li></ul><ul><li>ACCOUNTABILITY: Recognizing that if it is to be,  it’s up to me </li></ul><ul><li>PASSION: Showing commitment in heart and mind </li></ul><ul><li>DIVERSITY: Being as inclusive as our brands </li></ul><ul><li>QUALITY: Ensuring what we do, we do well.   </li></ul>
  11. 11. Develop a Social Media Strategy. <ul><li>Example Principles: Coca-Cola </li></ul><ul><li>Our Expectations for Associates’ Personal Behavior in Online  Social Media  There’s a big difference in speaking “on behalf of the Company” and speaking “about”  the  Company.  This set of 5 principles refers to those personal or unofficial  online activities where you might refer to Coca‐Cola.  </li></ul><ul><li>Adhere to the Code of Business Conduct and other applicable policies </li></ul><ul><li>You are responsible for your actions </li></ul><ul><li>Be a “scout” for compliments and criticism </li></ul><ul><li>Let the subject matter experts respond to negative posts </li></ul><ul><li>Be conscious when mixing your business and personal lives </li></ul>
  12. 12. Develop a Social Media Strategy. <ul><li>Do Your Homework. </li></ul><ul><li>Listen & Monitor The Conversations Online </li></ul><ul><ul><ul><li>Google Alerts, Twitter Search, Custom Scoop, Radian6, Nielsen BuzzMetrics, BuzzLogic </li></ul></ul></ul><ul><ul><ul><li>Manual searches on specific networks </li></ul></ul></ul><ul><li>Report Your Findings </li></ul><ul><ul><ul><li>Aggregate mentions & conversations into an executive report to give decision makers a reason to continue </li></ul></ul></ul>
  13. 13. Using Social Media for Research
  14. 14. Kevin Smith publically harangues Southwest Airlines for handling their seating policy in an insensitive manner; a very public debate most companies want to avoid.
  15. 15. Develop a Social Media Strategy. <ul><li>Take Some Baby Steps </li></ul><ul><li>Either Research & Evaluate OR Pick A Few And Dive In </li></ul><ul><ul><ul><li>Research best ways to engage using your client base or competitive analysis, submit findings, get approval </li></ul></ul></ul><ul><ul><ul><li>Create accounts on multiple networks, listen and begin experimenting (Twitter, Facebook, YouTube, LinkedIn, Flickr </li></ul></ul></ul><ul><ul><ul><li>Important: Review and report activity (Mentions, pos/neg comments, traffic trends, trends in friends/followers </li></ul></ul></ul>
  16. 18. Develop a Social Media Strategy. <ul><li>Find Your Voice </li></ul><ul><li>Observe trends and behavior </li></ul><ul><li>Learn where to concentrate your activity, the level of activity and what voice to use (strictly professional advice, customer service, personal and professional, sales & marketing </li></ul><ul><li>Discover what content each social network is interested in </li></ul><ul><ul><ul><li>Type, frequency, seasonal, editorial calendar </li></ul></ul></ul><ul><li>Introduce relevant information, guide and focus the conversation </li></ul><ul><li>Crisis team trained & ready </li></ul><ul><ul><li>Who’s on call and when </li></ul></ul><ul><ul><li>How to respond and when to STOP </li></ul></ul>
  17. 19. Develop a Social Media Strategy. <ul><li>Revisit Your Goals & Objectives </li></ul><ul><li>Apply what you have learned hanging out with your customers on their turf </li></ul><ul><ul><ul><li>Brand Reputation </li></ul></ul></ul><ul><ul><ul><li>Increase Brand Awareness </li></ul></ul></ul><ul><ul><ul><li>Increase Share of Voice </li></ul></ul></ul><ul><ul><ul><li>Thought Leadership </li></ul></ul></ul><ul><ul><ul><li>Increasing Sales </li></ul></ul></ul><ul><ul><ul><li>R&D: reduce spending, increase innovation </li></ul></ul></ul><ul><ul><ul><li>Customer satisfaction </li></ul></ul></ul>
  18. 21. Develop a Social Media Strategy. <ul><li>Make Connections That Count. </li></ul><ul><li>Who is talking about you; where are those conversations are taking place </li></ul><ul><ul><li>For example: There is conversation about dry skin in gardening forums, moms talk about skin care and so do crafters and medical professionals. </li></ul></ul><ul><ul><li>There are many niche social networks and blogs </li></ul></ul><ul><li>Approach leaders in each niche and seek to build a transparent and honest relationship </li></ul><ul><li>It’s not how many people we reach, it’s are we reaching the right people—they want to engage and converse with us (don’t get too caught up on how MUCH influence they have) </li></ul><ul><li>Don’t overlook social news sites, like StumbleUpon, Reddit and Digg. Find members who talk about you and about your industry or competitors. </li></ul>
  19. 22. Develop a Social Media Strategy. <ul><li>Pick your SM Tools </li></ul><ul><li>Your research should make it evident which social media tools are appropriate for you </li></ul><ul><ul><li>Micro blogging </li></ul></ul><ul><ul><li>Social networking communities </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Share enabling your content—’share this,’ tagging and bookmarking buttons </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Social media news sites </li></ul></ul><ul><ul><li>Content widgets </li></ul></ul><ul><ul><li>Social media press release/newsroom </li></ul></ul>
  20. 23. Develop a Social Media Strategy. <ul><li>Empower & Engage in Conversations </li></ul><ul><li>Be creative and create engaging content that has value to the social network’s members </li></ul><ul><ul><li>Example: A natural soda company that makes ginger products saw lots of discussion on Twitter about the health benefits of ginger. Immediately ideas started to flow about how to participate in this conversation – studies, recipes, articles, videos. They presented on the benefits of using ginger as a remedy for nausea at a cancer conference. -2009, Social Media Strategy, Expansion Plus, Inc . </li></ul></ul><ul><li>Focus content on the interests of the community not just what your company offers (Wine Library, OFUSA) </li></ul>
  21. 24. Develop a Social Media Strategy. <ul><li>Measurement & ROI </li></ul><ul><li>What should (can) you measure </li></ul><ul><ul><li>Make sure the metrics you choose have value for management </li></ul></ul><ul><ul><li>Do you need baseline research for awareness, influence, share of conversation, share of voice </li></ul></ul><ul><ul><li>Are there relevant tangible measurements, i.e. new subscribers, sales, comments, mentions, retweets </li></ul></ul><ul><li>Providing meaning to the numbers </li></ul><ul><ul><li>Based on the information, trends, etc. what actionable steps need to be taken </li></ul></ul>
  22. 25. Micro Blogging <ul><li>Southwest Airlines </li></ul><ul><li>Southwest Airlines attributes more than $2 million in additional ticket sales to its presence on Twitter </li></ul><ul><li>Dell </li></ul><ul><li>Last year Dell reported that offers from its Dell Outlet Twitter account had led to more than $2+ million in revenue. </li></ul>
  23. 26. Develop a Social Media Strategy. <ul><li>Case Studies and Resources </li></ul><ul><ul><ul><li>A List of Social Media Marketing Examples </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> Questions to ask about strategy </li></ul></ul></ul>
  24. 27. Develop a Social Media Strategy. <ul><li>Scott Schablow can help you: </li></ul><ul><li>Speak to your organization or company about Social Business issues </li></ul><ul><li>Conduct Executive Briefing/Training on Social Media </li></ul><ul><li>Develop Your Own Social Media Strategy </li></ul><ul><li>Implement Your Social Media Plan (or get you started on a practical workflow and schedule) </li></ul><ul><li>Take Your Social Media Program to the Next Level </li></ul><ul><li>Manage Your Online Reputation </li></ul><ul><li>Locate Identify and Engage Influencers and Brand Ambassadors </li></ul><ul><li>Create Online PR and Media Relations Plans </li></ul><ul><li>Answer small, large or stupid questions, just ask me! </li></ul>
  25. 28. Let’s Be Social <ul><li>Reach out to me at: </li></ul><ul><li>Google Voice: 205-409-2250 </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>Blogs: </li></ul><ul><li>Twitter: @ScottSchablow </li></ul><ul><li>FF: </li></ul><ul><li>FB: </li></ul><ul><li>LI: </li></ul><ul><li>Almost anywhere as sschablow or ScottSchablow </li></ul>
  26. 29. Extra Bonus Round
  27. 30. Facebook Users (as of early 2010) <ul><li>More than 400 million active users </li></ul><ul><li>50% of our active users log on to Facebook in any given day </li></ul><ul><li>The fastest growing demographic is those 35 years old and older </li></ul><ul><li>Average user has 130 friends on the site </li></ul><ul><li>More than 8 billion minutes are spent on Facebook each day (worldwide) </li></ul><ul><li>More than 45 million status updates each day </li></ul><ul><li>More than 10 million users become fans of Pages each day </li></ul><ul><li>More than 2 billion photos uploaded to the site each month </li></ul><ul><li>More than 14 million videos uploaded each month </li></ul><ul><li>More than 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week </li></ul>
  28. 31. Micro Blogging <ul><li>Talk to people about THEIR interests. It shows us you’re human and builds relationships. </li></ul><ul><li>Share links to neat things in your community. </li></ul><ul><li>Post links to articles and sites you think folks would find interesting—even if they were not your sites or about your company. </li></ul><ul><li>Listen regularly for comments about your company, brand and products—and be prepared to address concerns, offer customer service or thank people for praise. </li></ul><ul><li>Ask questions, float ideas and solicit feedback on Twitter—and expect pretty quick replies most of the time. </li></ul><ul><li>If you like a particular message, retweet it. People will appreciate the acknowledgement and any conversation about their ideas. </li></ul>
  29. 32. B2B Social Networks
  30. 33. B2B Social Networks <ul><li>LinkedIn </li></ul><ul><li>Network with People You Know </li></ul><ul><li>Gain Connections within Your Industry </li></ul><ul><li>Research Potential Clients/Employees </li></ul><ul><li>Join Groups You Are Interested In </li></ul>
  31. 34. Video Sites <ul><li>YouTube </li></ul><ul><li> </li></ul><ul><li>Ustream </li></ul><ul><li> </li></ul>
  32. 35. Photo sites <ul><li>Flickr </li></ul><ul><li> </li></ul>
  33. 36. Tools and Platforms <ul><li> </li></ul><ul><li> </li></ul><ul><li>Tweetmeme Button </li></ul>
  34. 37. <ul><li>Managing the behemoth of social media is about integrating those efforts into what you are already doing. You should not reinvent the wheel. </li></ul>
  35. 38. Adding social media to your existing marketing plan <ul><li>Who is your target audience? </li></ul><ul><li>What do you want to accomplish? </li></ul><ul><li>Determine which social media tools are relevant. </li></ul><ul><li>Measure the results. </li></ul>
  36. 39. Case History Situation: OfficeMax partnered with renowned organization expert Peter Walsh to sell his home- and business-organization solution (In Place System) in its retail stores. To promote the partnership, OfficeMax decided to try a social media campaign, rather than a traditional mainstream push. Target: Bloggers passionate about good organizational habits. Tactics: Create a live webcast around Walsh and show him walking through specially created sets showcasing messy and clean offices. Walsh would then answer email questions live.
  37. 40. Case History <ul><li>Results: </li></ul><ul><li>More than 175 bloggers attended the webcast in April 2009. </li></ul><ul><li>It generated more than 100 blog posts with a combined reach of 2.6 million impressions. </li></ul><ul><li>Bloggers also tweeted about the webcast both before, during and after the showing, which generated more than 1,000 total tweets (a combined reach of 2.3 million impressions). </li></ul><ul><li>Traditional reporters noticed the blog coverage and wrote another 13 stories about the event, generating 1.5 million online impressions. </li></ul><ul><li>Two bloggers even produced their own videos about the event and posted them on YouTube. </li></ul><ul><li>Bloggers also posted product pictures on Flickr. </li></ul>