Social Media Strategy


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How to write a social media strategy and what it should include.

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Social Media Strategy

  1. 1. Social Media Strategy<br />Presented by:<br />Terrance Barkan CAE<br />ASAE<br />1 June 2011<br />
  2. 2. Why does having a “Social Media” strategy help to reduce your social media legal exposure?<br />
  3. 3. How does having a “Social Media” strategy help?<br />Defines desired versus prohibited behaviors.<br />Provides a governance structure for social media management.<br />Defines a process for social media use, management and dispute resolution.<br />Provides a framework to protect Intellectual Property and your brand.<br />Helps to select and delineate which platforms you intend to use.<br />
  4. 4. What do you want Social media to do for your organization?<br />
  5. 5. What do you want Social Media to do for you?<br />To maintain my organization’s competitiveness in a rapidly changing social media landscape<br />To engage my customers / members / community through high quality communications<br /> <br />To improve the performance of my existing business by growing customers and sales<br />To improve the effectiveness of my staff team through increased communication and transparency<br />
  6. 6. How are other associations and association members actually using social media?<br />
  7. 7. How are organizations using social media?<br />SOCIALSTRAT Survey Data*<br />* More than 900 organizations surveyed.<br />
  8. 8. Level of social media use / maturity<br />SOCIALSTRAT Survey Data*<br />
  9. 9. Who “owns” social media?<br />SOCIALSTRAT Survey Data*<br />
  10. 10. Social Media Budgets<br />SOCIALSTRAT Survey Data*<br />
  11. 11. SOCIALSTRAT Survey Data**<br />Age demographics…<br />**More than 8,300 white collar professionals surveyed from the fields of medicine, business management, engineering and law. <br />
  12. 12. SOCIALSTRAT Survey Data**<br />What is their level of social media use?<br />This distribution reflects a typical "Bell Curve". When comparing individual associations, it helps to identify if your members are leading or lagging in the use of social media for professional purposes.<br />These three categories; "Not Comfortable", "Not Yet Used" and "Do Not Use" are all treated as "non-users" of social media.<br />
  13. 13. What do they use social media for?<br />
  14. 14. Social Media in the workplace<br />
  15. 15. ROI<br />Community<br />Risk<br />Policies<br />What does a “Social Media Strategy” include?<br />
  16. 16. The key elements to social media strategy are:<br /><ul><li>Social Media Goals
  17. 17. Measures and Objectives
  18. 18. Defined audiences (target groups)
  19. 19. Key messages and themes
  20. 20. IP and Content development strategy**
  21. 21. Identification of “Community Champions”
  22. 22. Inventory of technology tools and applications used
  23. 23. Implementation and measurement guidelines**</li></ul> **This includes social media policies and guidelines!<br />
  24. 24. Social Media Goals<br /><ul><li>Long term objectives, big picture objectives
  25. 25. Includes; maintain competitiveness and relevance, member engagement, development of content and IP, new sources of revenue, etc. </li></li></ul><li>Measures and Objectives<br /><ul><li>How are you going to monitor and measure progress?
  26. 26. Includes things like; ROI, levels of engagement, new member acquisition, retention rates, amount of content development. </li></li></ul><li>Defined audiences (target groups)<br /><ul><li>Who are you trying to reach and how are they using social media?
  27. 27. Which of your target groups are the highest priority?</li></li></ul><li>Key messages and themes<br /><ul><li>Communications planning and integration
  28. 28. Part of your overall marketing mix:
  29. 29. email, direct mail, live events, etc.</li></li></ul><li>IP and Content development strategy**<br /><ul><li>User Generated Content (UGC) creation strategy
  30. 30. Ownership rights
  31. 31. Monetization</li></ul> ®<br />©<br /> ™<br />
  32. 32. Identification of “Community Champions”<br /><ul><li>Catalyst for your online group
  33. 33. Thought leaders and experts
  34. 34. Your member representatives to their peers</li></ul>Disney & Pixar Films<br />
  35. 35. Inventory of technology tools and applications used<br /><ul><li>Understand where your organization is on social media (official and “un-official” sites)
  36. 36. Understand social media outlets your members are using
  37. 37. Define which channels you will use and why</li></li></ul><li>Implementation and measurement guidelines**<br /><ul><li>This is your written social media strategy which includes your community management guidelines and policies
  38. 38. Critical to your legal risk mitigation approach</li></li></ul><li>Social Media Strategy<br />Q&A<br />
  39. 39. Want more information?<br /> <br /><br />or call +1 202 294 5563<br />Terrance Barkan CAE<br />Chief Strategist & CEO<br /><br />