Building a Social Media Strategy


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A session on building a Social Media Strategy for businesses by Dan Elder of CenTex Social Media,

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Building a Social Media Strategy

  1. 1.<br />Building a Social Media Strategy<br />Dan Elder, CKMP<br />Collaboration Specialist<br /> and Digital Media Advisor<br /><br />
  2. 2. Strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.<br /> -Wikipedia<br />Strategy <br />Defined<br />
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  6. 6. Tools vs. Strategy<br />
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  8. 8. People<br />4 Questions / Considerations:<br />Who will be using it? Who is your audience? <br />Who will be championing it? <br />Who will execute the plan? Who will do the work? <br />Who will not be participating? Who will not be a part of the team?<br />The Myth:<br />The people who will execute the strategy have to be the people in obvious, explicit, or existing leadership.<br />
  9. 9. Objectives<br />4 Questions / Considerations:<br />What exactly are you attempting to accomplish? <br />Are you seeking to educate or inform? <br />Are you trying to energize or evaluate? <br />What are the metrics of success? How will we know if we’re accomplishing our goals?<br />The Myth:<br />Success is guaranteed; success looks the same everywhere.<br />
  10. 10. Strategy<br />4 Questions/Considerations:<br />What is the timeline and schedule for roll-out? <br />What is the budget? <br />What resources are available, especially in terms of manpower and headcount? <br />What is the decision-making tree? Who’s ultimately responsible?<br />The Myth:<br />Historical context limits us; things can’t change.<br />
  11. 11. Tools<br />4 Questions / Considerations:<br />Remember, your strategy is not a tool nor a technology! <br />Choose tools and technologies that answer as specifically as possible your core needs, your goals, and your mission as an organization. The simpler implementation and tool is typically the best. <br />Due diligence and conservative, patient decision-making is underrated and underused. <br />It’s about relationships! Remember that it’s not just what you by but also who you buy as well.<br />The Myth:<br />Technology is expensive; you need the “big” tools.<br />
  12. 12. What a Strategy Is NOT<br />Strategy is not a plan <br />Strategy is not a timeline <br />Strategy is not a goal <br />Strategy is not what tactics you will use to achieve your goal <br />Perhaps the confusion is a result of the fact that many of the above elements are included in the overall strategy document or presentation. However, skipping or skimping on the actual strategy piece is never a good idea.<br />
  13. 13. Steps to Defining the Strategy in Your Social Media Strategy<br />Push for clarity around the overall business strategy <br />Push for clarity around the strategies you feel social media should be in direct alignment with; i.e. marketing, communications, customer service, human resources, etc. <br />Ask yourself, how will you extend this strategic alignment to the social web? *hint, do not list tactics to answer this question, but rather focus on guiding principles or rules of engagement. <br />Ask what experience/reaction do you want people to come away with when they interact with your brand/company online. <br />Is your strategy proactive or reactive? Will you actively seek people out, wait for them to find you/mention you? <br />
  14. 14. Strategy Checklist<br />
  15. 15. Questions<br />Visit for details on how we can help you with your social media strategy. <br /><br /><br />Building a Strategy<br />Thank You<br />@dandotelder<br /><br /><br /><br />Dan Elder, CKMP<br />Collaboration Specialist<br /> and Digital Media Advisor<br /><br />Dan Elder, CKMP<br />Collaboration Specialist<br /> and Digital Media Advisor<br /><br />