Create a Winning Social Media Strategy


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How to create a winning social media strategy.
Presentation I recently did at St. Louis Innovation Camp.

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Create a Winning Social Media Strategy

  1. 1. Create a Winning Social Media Strategy<br />Scott Bishop<br /><br />(presented at STL Innovation Camp)<br />Feb 27, 2009<br /><br />
  2. 2. YES…This <br />Social Media Thing <br />Can Work<br /><br />
  3. 3. But You Need To <br />Crack The “Code”<br /><br />
  4. 4. WARNING<br /> THERE IS NO HOW IN THIS PRESENTATION<br />None<br />Zip<br />Nada<br />I don’t think I mention it once<br /><br />
  5. 5. The Strategy Presentation Disclaimer<br />Every Social Media Strategy is Different<br />Varies widely on your relationship with your customers<br />They all need to address Monitoring<br />Execution involves tremendous amount of engagement & value creation<br />Every Part is equally vital<br />One piece, builds the next<br /><br />
  6. 6. My Social Media Mantra…<br />The WHY must always proceed the HOW<br /><br />
  7. 7. Why Do I Need ASocial Media Strategy?<br />So you know what you’re doing<br />So you know why you’re doing it<br />So you know what results you’re getting<br /><br />
  8. 8. What Makes For a Good Strategy<br />Tied to business goals<br />Specific, no fluff<br />There’s a commitment to it<br />Revolves around engagement<br />A time aspect<br />The execution is flexible<br />Includes monitoring<br />You’ve identified what success looks like<br />IT CREATES VALUE<br /><br />
  9. 9. Must Answer these Questions<br />Where Are Your Fish?<br />Why is This Valuable to Your Customers?<br />Does This Create Engagement?<br />What Do You Want To Accomplish?<br />Why Will This Reach Your Goal?<br />How Long Will It Take?<br />Do You Have Management Buy In? <br />How Are You Measuring Success?<br />How Are You Tracking Execution?<br /><br />
  10. 10. 4 Parts to a Successful Strategy<br />Goals & Objectives<br />Planning & Assessment<br />Execution & Engagement<br />Evaluation & Reassessment<br /><br />
  11. 11. Step 1: Goals & Objectives<br />Everything Starts With goals<br />Everything goes back to goals<br /><br />
  12. 12. Step 1: Goals & Objectives<br />Goals should tie back to business goals<br />Goals need to be very specific<br />Need to answer a “WHY?”<br />Measurable: That which cannot be measured, cannot be managed<br />It’s the only way to know you’re winning or losing<br /><br />
  13. 13. Traditional Social Media Goals…<br />Increase customer base<br />Generate leads<br />Drive sales<br />Build awareness<br />Educate customers<br />Reach new channels of customers<br />Improve internal communication<br /><br />
  14. 14. KILL THE FLUFF<br />Awareness<br />Sales<br />Loyalty<br /><br />
  15. 15. Dig Deep To Specifics<br />Define your goals in specific terms<br />What exactly does “creating awareness” mean<br />Give exact amounts<br />If you don’t have specifics you’ll never know if you’re winning<br /><br />
  16. 16. Step 2: Research & Assessment<br />Set up the plan<br />This is “The How”<br />This is the blue print<br />Tie directly back to goals<br />Identify leading indicators for success<br />Assess what networks to use<br />Let your customers tell you exactly what they want<br /><br />
  17. 17. Where Are Your Fish?<br /><br />
  18. 18. Where’s the Action?<br />What’s your current customer relationship?<br />How do your customers use social media?<br /><br />
  19. 19. What Content Do They Want<br />You Don’t Have To Guess<br />What information are they consuming?<br />What do customers find valuable?<br />What’s their preferred method of content consumption?<br /><br />
  20. 20. What Are The Trends<br />What are your competitors doing?<br />What is going on in your industry?<br />What works that you can prototype?<br /><br />
  21. 21. Assessment<br />How can you best reach your goals?<br />What can you best distribute content?<br />How do you incorporate personality?<br />How do you create value?<br /><br />
  22. 22. Create A List Leading Indicators<br />What tasks / actions lead to your goal?<br />Work backswords…start with the goal<br />What specific actions lead to a “win”<br />Figure out how many<br />Now apply that daily<br /><br />
  23. 23. Step 3: Execution & Engagement<br />Connecting the dots… <br />Goals to the Leading Indicators<br /><br />
  24. 24. You’ve decided your engagement…get to work<br />Break down executions as specific as each individual action<br />Have a written checklist<br /><br />
  25. 25. Engagement: Building Trust<br />How are you creating value?<br />How are you inserting personality<br />The push you are offering is what your audience wants<br /><br />
  26. 26. Step 4: Measurement & Assessment<br />Is it working?<br /><br />
  27. 27. What to Track<br />If Awareness…<br />Web Traffic<br />Social Mentions<br />Followers / Fans / Friends / Subscribers<br />Your leading indicators<br /><br />
  28. 28. Assessment: What you track depends on your goals<br />Are we on track to meet our goals?<br />What’s most successful?<br />What’s least successful?<br />What do we tweak?<br /><br />
  29. 29. Daily Activity -Measurement<br />Be More Efficient<br />How Many Posts per Day<br />What time per day<br />How are you engaging <br /><br />
  30. 30. My Info<br />Scott Bishop<br /><br /><br />Real Time Marketer .com<br /><br />