The business of social media


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The business of social media

  1. 1. Creating aSuccessfulSocial Media Strategy<br />Scott Bishop<br />Crave Engine<br />@thescottbishop<br />Blog:<br /><br />
  2. 2. My Social Media Mantra…<br />The WHY must always proceed the HOW.<br />The HOW will always evolve<br /><br />
  3. 3. My Mission…<br />Social Media <br />Needs To Evolve <br />Beyond Engagement<br /><br />
  4. 4. Why Are We Here?<br />Because This <br />Social Media<br />Thing Works<br /><br />
  5. 5. How Do Businesses Succeed<br />They Can Answer These questions<br />Why Are We Using Social Tools?<br />What Are We Trying To Achieve?<br />What content are we producing<br />What value are we creating?<br />Who are we engaging with?<br />Is it working?<br /><br />
  6. 6. Develop a Social 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 />
  7. 7. What Makes a Good Strategy<br />Tied to business goals<br />There’s a commitment to it<br />A time aspect<br />The execution is flexible<br />Includes monitoring<br />Management support / buy in<br />Social policies are in place<br />It’s congruent with offline branding<br /><br />
  8. 8. What’s The Secret to Success?<br />Treat Social Media Like Any Other Piece of Your Business<br />Determine Objectives<br />Analyze<br />Create Content & Execute Strategy <br />Evaluation<br />*it’s not about follower / fan count<br /><br />
  9. 9. 1. Determine Objectives<br />Are we driving sales<br />Are we increasing customer awareness<br />Are we enhancing customer service / experience<br /><br />
  10. 10. What Makes For a Good Objective<br />Tied to business goals<br />Specific, no fluff<br />Drill down to what truly affects your goals<br />time specific<br />It’s measurable<br /><br />
  11. 11. 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 />
  12. 12. KILLALLFLUFF<br /><br />
  13. 13. 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 />
  14. 14. Step 2: Social Analysis& Content Strategy<br />What Do Your Customers Want?<br />Identify where your fish are<br />Identify what content your customers value<br />Identify content distribution<br />Identify your businesses / industry influencers?<br />What are your industry trends?<br />What does a win look like?<br />What are our leading indicators for success?<br /><br />
  15. 15. Where Are Your Fish?<br /><br />
  16. 16. 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 />
  17. 17. 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 />
  18. 18. Create A List Leading Indicators<br />What tasks / actions lead to your goal?<br />Work backwards…start with the goal<br />What specific actions lead to a “win”<br />How many<br />How can we drive those actions<br /><br />
  19. 19. 3. Create Content & Execute Strategy<br />Connect the dots…<br /><br />
  20. 20. You’ve decided your engagement…get to work<br />Break down executions as specific as each individual action<br />Have a written checklist<br />Create value<br />The push you are offering is what your audience wants<br /><br />
  21. 21. 4. Evaluate / Adapt<br />TRACK EVERYTHING<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 />*Have scoreboards in place<br />*Create Activity & Action Calendar<br /><br />
  22. 22. 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 />
  23. 23. There is No Secret<br />Don’t make it harder than it needs to be<br />Are we affecting movement on goals?<br />How does this move our indicators?<br /><br />
  24. 24. Contact ME<br />Scott Bishop<br />Twitter: @thescottbishop<br />Blog: Real Time Marketer .com<br />Email:<br /><br />