avatar media - creating a social media strategy
DESCRIPTION
Every business needs to take a strategic approach to incorporating social media into their marketing plan. Do you have a Twitter feed and a Facebook page, but you're not quite sure what to do with them, or how to measure your results? Sean Macready will teach you strategies and tactics to help you create a successful social media campaign using simple tools and techniques that are credible and measurable.TRANSCRIPT
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
Creating a Social Media Marketing Strategy
By 2010 it is predicted that there will be more than 4 billion mobile phone subscribers globally.
67% of all internet users engage in Social Media.
Global Social Media Use
• 82.9% watch online video• 72.8% Read blogs• 63.2% Visit photo sharing sites
• 57.3% Use social networks• 54.8% Have commented on blogs
• 52.2% Uploaded photos• 45.2% Download podcasts• 33.7% Use RSS
Social Media Platforms
• Blogging• Micro-Blogging• RSS• Widgets• Networks• Chat• Forums• Podcasting• Video• Imagery
How do you develop a Social Media strategy for your organization?
Use Social Media to…
• Listen• Ask questions• Extend your contacts• Drive your existing contacts• Sell your products/services
Use a Social Media Planning Guide for your individual needs and goals…
General Strategy
• Listening• Defining goals• Tracking success• Content strategy• Creating platforms• Engaging with your community
Step 1:LISTEN
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
Listen
Investigate what people are saying online about your brand, your competitors and your areas of expertise. This will help you to identify your key audience and how they behave online.
Listen
• What are people saying about your brand?
• What are other organizations doing?
• What can you learn from them?• What are they saying?• Is there a gap in the market?
Listen
There are many free tools youcan use to get started:• News Alerts: Google Alerts• RSS Feeds: Advanced searches• Feed Readers: Feedly• Influence Ranker: Technorati• Twitter Monitor: Hootsuite
Identify who is talking, whatthey are saying and where theyare saying it to inform yourSocial Media goals.
Step 2:DEFINE GOALS
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
Define Goals
Without clear direction,Social Media can pull you inall directions. Clear goalsand expectations can helpavoid:• Wasted time• Wasted effort• Backlash• Social Media fatigue• Missed opportunities
Define Goals
What counts as success?• More sales• Reduction in customer service
costs• Improved reputation• Client leads• Greater awareness• Trustworthiness• Online buzz
Define Goals
Try to distill your SocialMedia mission to one sentence.
“Humanize the Ford brand andput consumers in touch withFord employees.”-Scott Monty, Ford Motor Co.
Step 3:TRACK YOUR SUCCESS
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
Tracking Success
Choose one of the followingthree KPIs. While they allimpact each other, one mustrule!• Awareness = Change brand
perception• Sales = Acquire customers• Loyalty = Nurture existing users
Tracking Success
Success in Social Media can bemeasured in many ways. Definewhich are important to yourgoals at each stage.
Tracking Success• Blog posts• Reader comments• Twitter mentions• Twitter followers• Facebook fans• Back links• RSS subscribers• Google trends• Search results• Inbound traffic• Clickthroughs• Video views• Channel subscribers• Tags• Diggs• Stumbles
Tracking Success
Tracking Success
To measure effectively, you’llneed to give your Social Mediastrategy time. Make sure yourtracking is set up to informyour goals.
Step 4:CONTENT STRATEGY
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
Content Strategy
Plan for content creation,delivery and governance. Sometimes without a plan,people run out of relevant anduseful things to talk about.
Content Strategy
• Mark your calendar for important dates for your business throughout the year.
• Integrate your traditional marketing plan with your online content plan.
• When is your next big promotion? Do you have any special codes for Facebook fans or Twitter followers?
Content Strategy
It’s not rocket science, buthaving a content plan in placecan be an excellent means forsustaining momentum.
Content Strategy
Content curation is theprocess of reviewing andfiltering articles and blogposts from across the web.It is NOT stealing otherpeople’s blog posts andplacing them on your site.
Content Strategy
Content curation allows youto:• Easily do “recaps”• Promote insightful gems• Stay in the know• Get your voice out quickly• Share the love
Content Strategy
3 great Content Curation Tools:• Cadmus• PostRank• Yahoo Pipes
Step 5:CREATING PLATFORMS
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
Optimized Platforms
Use your initial research todecide which Social Mediaplatforms you should use tostart engaging.
Optimized Platforms
A company blog is beneficialfor almost any businessbecause it will:• Give your business a human face• Build trust• Encourage interaction through
comments• Improve search ranking
Optimized Platforms
Platforms such as Facebook andTwitter can be customized to giveyour audience the best possibleexperience.• Ensure your brand name is protected
across networks• Complete full profile using target
keywords• Include link to your website• Customize backgrounds, design and
avatars• Display links to all active profiles
on your website
Optimized Platforms
There is no point putting allof this work into platforms ifyour audience doesn’t knowabout them or want to usethem.
Step 6:ENGAGE YOUR COMMUNITY
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
Engage
The building blocks of SocialMedia:• Responsibility• Transparency• Listening• Honesty• Rapid response• Relationships
Engage
• Link to relevant blogs, photos, videos, podcasts, etc…
• Provide your customers with insight, previews, discounts, customer support and VALUE.
• Respond to comments• Ask questions • Get to know your audience• Don’t spam with company
information. 1:4 rule
Engage
1:4 RuleFor every four posts you maketo help others, you can writeone self promotion.
Engage
Social Media is about conversations, relationships and trust. It’s not about selling your product or service. If you are effectively building relationships, the sales will take care of themselves. People are more likely to buy from people that they know, like and trust.
Social Media
Strategy Guide
Branding, Planning and Personalization
Introduction
This guide was created to help you build your Social Media strategy. In a few simple steps, you can identify your branding and target markets, set goals and plan your entire strategy. Have fun with it and remember that this is a living document, changing as necessary.
Social Media Strategy
The new model of business is based around the idea of authenticity. Social Media is about conversations, relationships and trust. It’s not about selling your product or service. If you are effectively building relationships, the sales will take care of themselves. People are more likely to buy from people that they know, like and trust.
The Three C’s
What is your content? In what context do your customers want to see it? How will you remain consistent? Short answers are welcome!
Content:
Context:
Consistency:
Attitude
Write down who you are and what you want to accomplish:
Approach
Write down how you want to accomplish what you wrote on the last page
Your Toolbox
Which Social Media tools facilitate your chosen approach? Try to focus on 3
Blog (Wordpress)Microblog (Tumblr)Short Form (Twitter)Grassroots (Facebook)Vlog (YouTube)
Face to Face (Meetup)Photoblog (Flickr)Podcast (iTunes)Virtual World (Second Life)
In 3 Words…
What do your customers want?
1.
2.
3.
In 3 Words…
What do you want from your customers?
1.
2.
3.
In 3 Words…
What words do you want to be associated with?
1.
2.
3.
In 3 Words…
Describe your ideal customer
1.
2.
3.
S.M.A.R.T.S Goals
SpecificMeasurableAchievableRealisticTimelySustainable
S.M.A.R.T.S GoalsI want to:
By doing:
Within:
And can commit:
And will have (to help me):
And will measure my progress by:
And will re-evaluate my goal if:
Big-Picture Goals
Where do you want to be in 6 months?
Where do you want to be in 1 year?
Where do you want to be in 5 years?
Small-Picture Goals
Thinking about your attitude and approach, what are 3 reasonable goals you would like to achieve with your Social Media strategy?
1.
2.
3.
What Are You Marketing?
Yourself
Your Brand
Your Product
A series of Your Products
Your Service
Who Will Represent You?
Yourself
Internal Social Media Person
Internal Marketing Person
Internal Social Media Person
External Social Media Person
Careful! The more degrees of separation there are, the more you need to be sure that person has your best interests at heart and can accurately represent you!
Website
Check of the items you have addressed:
CMSService-HostedSelf-HostedBlogContentVideoPhotos
AnalyticsPayment SystemKeyword ResearchSocial Media IntegrationDomain Name PurchasedEmergency Team
Blog
Clear, specific focusFeedburnerCategories EstablishedStatic ContentContact InfoSociableSpam-FreeComment PolicyIntegration With Social Media
Username:Password:Handler:
____________________________Additional User Accounts:--Start Visits:Start Bounce Rate:Start Time on Site:
Username easy to spell & remember
Complex passwordCustomized profile colors &
backgroundRecognizable avatarSpecific locationKeyworded bioWebsite linkedUse hashtags, @ replies, RT’sAvoid auto-posts
Username:Password:Handler:
____________________________
Start Follower Count:Start Following Count:Start Ratio:Start Twitter Grader:
Page ProcuredCustom Landing FBMLVanity URLFB Specific ContentOptimized AvatarBlog IntegrationTwitter IntegrationWebsite Listed
Username:Password:Handler:
____________________________
Start Fan Count:Start Visit Stats:
Keyworded BioAll Emails ListedAppropriate PicturePublic Profile URLPublic Profile Searchable100% CompleteBlog IntegrationTwitter Integration
Username:Password:Handler:
____________________________
Start Connection Count:Start Visit Stats:
Questions?
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
Ask for help…
Sean [email protected]/smacreadyTwitter.com/smacready
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………