the art of social media - digital strategy

The Art of Social Media

Prepare Your Digital Canvas

Objectives

Audiences

Messages

Tactics

Evaluations

Objective: Inspire & Engage

“We want people to feel ownership of this museum. We ask them to tell us

what they think. We want to engage with our community.”

Brooklyn Museum

Know Your Objective

Know Your Audience

5 Behaviors on the Social Web

Watch79.8%

Share61.2%

Comment36%

Produce24.2%

Curate<1 %

(Altimeter Group: 2010 Socialgraphics)

Know Your Message

Connectedto your objectives

Targeted to your audience

Integrated in your media

Tactics

Cross-Media Optimization

Brand Management

Relationship Management

Relevant Communities

Tactic: Cross-Media Optimization

Become your own broadcast

center

Tactic: Cross-Media Optimization

Blog

Opportunity:Public participationCollaboration

Added Value: SEO & Mobile

In 2012, 43% of U.S. Companies will use their blog for marketing purposes compared to 34% in 2010.

Tactic: Cross-Media OptimizationFaceboo

kOpportunities:VideoReal-time informationReal-time dialogueEvent promotionB2B and B2C relationsPage to Page

Added Value: SEO & Mobile

750M users

Tactic: Cross-Media Optimization

Added Value: SEO & Mobile

Opportunities:Search operatorsMonitor conversationsBuild relationshipsEstablish credibilityPublish news and events

Twitter175M users

Tactic: Cross-Media Optimization

Added Value: SEO & Mobile

Opportunities:Professional networksIndustry relevant groupsEstablish credibilityDialogue and discussion

Linkedin100M users

Tactic: Cross-Media Optimization

iTunes

Added Value: SEO & Mobile

Opportunities:Sharable audio formatSubscription-based updatesSearchable by topic

200M users with podcast access

Tactic: Cross-Media Optimization

Flickr

Added Value: SEO & Mobile

Opportunities:Photo sharing groupsGalleries and slideshowsSearchable by keywordEmbed options

51M users

Tactic: Cross-Media Optimization

Foursquare

Added Value: SEO

Opportunities:Geo-targetingMobile marketingBrand loyaltyFacebook connectTwitter sync

10M users

Tactic: Cross-Media Optimizatione-

Newsletter

Added Value: Mobile

Opportunities:Marketing databasePromotional reachAnalytical insightStrengthen relationshipsIncrease web trafficShareable formatGrow likes/followers

Tactic: Cross-Media Optimization

Google+

10M usersLaunch July 2011

Opportunities:Sync & Share(Gmail, Docs,Spreadsheets, Calendar, Places, Video, Search, RSS, Maps. etc.)Group text

Tactic: Cross-Media Optimization

Mobile

Growth: 36% of U.S. mobile consumers now have smart phones. (Nielson, April 2011)

Opportunities:Reach on-the-goGeo-targetingText marketingApps and games

Tactic: Cross-Media Optimization

Mobile

175M users 50% access via mobile

51M registered users 91% of mobile phones have photo/video capability

750M users50% access via mobile

10M users100% access via mobile (35,000 new users daily)

Over 2B views each dayOver 100M mobile views

Tactic: Cross-Media Optimization

QR Codes

Opportunities:Business cardsAll marketing materialsVehicle decalsProduct tags and packagingConference nametagsRestaurant menusEvent ticket stubsPoint-of-sale receiptsGuerrilla marketing

Tactic: Cross-Media Optimization

www.

Tactic: Brand Management

Comprehensive Monitoring

Social MediaBlogsVideoPhotos

CommentsReviewsNews clipsCompetitor mentions

Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand

Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand

Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand

Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand

Analyze

Evaluate

Respond

Tactic: Reputation Management

Social Triage

Social Media Policy

Objectives:Define usageEncourage positive behaviorReinforce social cultureFoster growthProvide training

Tactic: Relationship Management

Tactic: Relationship Management

Social Media MetricsFrequency: When to postLocation: Where to post

Trending: What to post Influencer: Who to post to

Industry niche networks

Tactic: Relevant Communities

Profiles

Connections

Groups

Discussions

Etsy.com

Industry niche networks

Tactic: Relevant Communities

Profiles

Connections

Fundraising

Support

KickStarter.com

Industry niche networks

Tactic: Relevant Communities

Profiles

Connections

Groups

Discussions

ReverbNation.com

EvaluationsROI : Calculating Digital Opps

ASSESS measurable outcomesEx: Pre- and post-survey resultsEx: Volume and tone of customer feedbackEx: Cost savings of social media vs. traditional outreach

Ex: Growth of service/sales verticals via social vs. same area with

non-social activity

On-Demand ReportsObjectives

Integrated with goalsTargeted to audienceStrategic to media

OpportunitiesObservationsAnalytical trendsFuture events

Evaluations

Thank you!Michael WinnChief Digital OfficerDigitalOpps

@DigitalWINN850-980-9222mwinn@rboa.com