socialmatica's "know who, where, and why before you spend one dollar in social media"

Marketing Generalities

Everyone wants: Leads Loyalty WOM Relationships To Know What’s Being Said

What You Need To Get There Credibility Visibility Value Context

So What’s The Problem?

It’s like we’ve been dropped into the ocean and we’re asking where the water is…

We’re preparing for the war that just ended

The Building Blocks

Social Is Not A Thing, It’s More Like A Religion It Has Tenants & Followers, Believers and Detractors

To Understand The Value You Must Understand The System

The Philosophy of Social Integrated Marketing

Know The Context Understand Your Voice

Social Identity Media Distribution Points Influencers

Measurement Is A Must, Not A Luxury Me-Too Is The Biggest Scam Ever Invented Hope Is Not A Strategy

How To Build A Social Program

Know The Value You Can Offer To The Communities (linchpin) Visibility (your focus) Credibility Context

If you have context, and you understand the value then all you have to focus on is visibility – credibility comes when you’ve visibly demonstrated value in context!

Yeah, but which channels

Facebook when you want to foster communication Twitter when you want to interact, or lead people to you LinkedIn when you can afford to seed thought leadership

without advertising Youtube when you have the tools & the time and your

message is volatile Google (SEO) when you have an understated value Google + when it makes sense to segment your audience Blogs – when understand your value to the common need

The Social Networks (Channels)

Facebook – It’s The Family Picnic Twitter – It’s Texting, Only One To Many & Public LinkedIn – It’s A Water Cooler For Ideas That Affect Jobs Youtube – It’s Two Way Television, Where The Newscaster &

The Audience Get A Vote Google – It’s The Bus Driver That Takes You Where You Want To

Go & Brings People To You Google+ - It’s Social Media Call Screening Blogs – The Convenience Store Of Ideas, Value Dictates

Revenue

Define

Define Your Objectives Your Audience Your Voice Your Channels Your Influencers Your Media Distribution Points Your Social Identity What A Social Conversion Is

Align

Align Know who the influencers are Know what they are talking about Know who the media distribution points

How do they affect your brand/message/voice Know how well your competition is performing

In what channels

Measure

Measure Track your social performance Understand the value of each social network to your brand

You do this by understanding the value of the networks to your customers Conversions Social campaign performance relative to your competitors The highest performing media distribution points The highest performing influencers

Analyze, Goals, Efficacy

Crunch all of the data for previously un-yielded insights Set new goals based on performance, not hope Refine your approach to the point of high efficiency, using

better tools and faster processes

Tactical Implementation

Once You Know The Topics, Influencers & Brands that matter Picking the channel is EASY!

What if I’m a novel brand and I’m creating a new trend?

Next, the tools

Free Tools

Topical Tools VerticalPoint IceRocket

Influencer Tools VerticalPoint (context) Klout (no context)

Curation Tools Paper.li Scoop.it

Automation Tools TwitterFeed RSS Graphitti

What To Measure

Mentions Traffic Audience Social Activity Volume

What’s Most Important?

What It Means

Keyword attachment Traffic Audience Social Activity

Example Campaign

Questions

Joshua Barnes - Director of Social Strategy @joshuaatbarnes joshua@socialmatica.com

Mark Brenwall – VP of Customer Experience @markbrenwall mark@socialmatica.com

The End