beyond the toolbox: social media strategy
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Beyond the toolbox: social media strategyTRANSCRIPT
Beyond the ToolboxChristopher S. Penn@cspenn
I can skip right over this.
Fair Warning
What Today Is Not
A Lesson About Cameras
iPhone 3G Photo
Nikon D90 Photo
It’s not about tools...
...It’s about skill with tools.
地Basics
Strategy
Social Media Strategy
Who What Why
Who is going to be your target audience?
What self-identified characteristics will you look for?
What networks are they on?
How will you build the network?
What content are you going to create or curate to gain interest?
Where will that content come from?
What schedule will you use?
Who will be responsible for content creation?
What are the overall business objectives and goals?
How will you measure them?
What indicators will you use to determine when something’s not
working and who makes that call?
Network Content Objectives
Download this PDF at http://cspenn.com/1s
Work right to left
Social Media’s Role(why)
Audience
Prospects
Leads
Customers
Evangelists
Social,Search,
Advertising
Network Types
Relationships (who)
Symmetric Asymmetric
Content formats (what)
Short Form Long Form
Content Feedback Loop
Audience
Content
80
Audience
Content
80
32,21432,214
32,21432,214
32,214 Audience
Content
80
32,21432,214
32,21432,214
32,214
107
Audience
Content
Metcalfe’s Law
Metcalfe’s Law
水Metrics
Goals
Last Touch Attribution
multichannel funnels
火Connection
Ladder of Commitment
Visit a website
Follow/Like socially
Subscribe to blog
Subscribe to email
Download eBook
Attend webinar
Incr
easi
ng le
vel o
f com
mitm
ent o
r effo
rt o
n cu
stom
er’s
par
t >>
The Ladder of Comm
itment (christopherspenn.com
)
Buy something
Zero Moment of Truth
are you there?
Influence
LikingC
Reciprocity
Social Proof
ConsistencyD
Authority
Scarcity
風Compass
No magic wands
空Adaptability
Case Study
C
D
To Recap
地Basics水
Metrics火Connection
風Compass空
Adaptability
The Core Lesson
It’s not about tools...
...It’s about skill with tools.
Resources
Christopher PennDirector of Strategy, WhatCounts
[email protected]: @cspennLinkedIn: cspenn.com/lFacebook: cspenn.com/fWeb: christopherspenn.com
Questions?