Download - Social Media Strategy: An Integrated Reality
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I love me some: ê Me! ê How good is me!! ê This is where you can get more
me!!!!
ê Look at me personality!!!
ê Look at me causes!!!!! ê What, you have lost interest in
ME!!!!!!
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SOCIAL MEDIA TODAY: AN INTEGRATED REALITY
Social Media and the “Real World”
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It’s Not the Technology!!
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What? Social Media Has Limits!
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Business Objectives
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• Done for free
• Replacement therapy • Overnight stardom • Delivery guarantee • Short-term memory • Measuring spoons • Your teenage neighbor
Success is simple. Do what’s right, the right way, at the right time. -Arnold Glasgow
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Unlocking the Awesome Potential of Behavioral Disorders
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Online Interaction Actions
31%
20% 8%
26%
3% 9%
3%
Sales
Purchase
Recommend
Awareness
No Action
Contact
Visit
Impression
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Social Integration Strategy (SIS)
Assessment
Alignment
Culture
Technology
Metrics
Policies & Procedures
Action Plan
Alignment • Current goal applications • Potential points of integration • Financial aspects
Assessment • Understand the landscape • Company & competitive standing • Social Media Audit
Culture • Who are our people • Profile of our customers • Cultural barriers to integration
Technology • Solidify integration needs • Technology evaluations • Culture comfort
Metrics • Integrated evaluations points • Social media metrics • Success/failure indicators
Policies • Component importance • Asset allocation • Procedural development
Action Plan • Workflow establishment • Action item assignments • Program leadership (buy-in)
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Feeling the Dread…!!!!
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Social Media Grief Model Indifference
This social media thing isn’t that big of deal, at least for me
Denial It’s not that important, I mean how is
the computer going to impact me – I’m actually real!
Anger & Pain Damn it, are you serious – this stupid thing is not going away. What’s the
point?
Bargaining Oh, Mark Zuckerburg – if you would only take down Facebook I would do
anything for you - anything!
Depression This is going to kill me, sitting here and talking with my new ‘friends’ (people
who I don’t know, never met)
Deconstruction Alright then, so how is social media thing going to help me, how an I use it
Acceptance This social media thing, is going to make
me a killing. My new yacht is named “Facebooked”
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The Expert
The Best • Brand monitoring • Experience • Validation of experiences • Depth of experience • Klout influence • Company integration • Fortune teller • Measurement
The Worst • What reputation • Facebook Expert • All Social, All Day • Only about relationships • No Love • Wal-mart • Buy now or lose • Measurement
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Tools & Websites
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$0
$20
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Sale
s (i
n T
hous
ands
)
Campaign Time
Forecasted Sales
Actual Sales
Social Return Gap Analysis Start of Social
Campaign
Social Return Gap=attributed to
Social Media
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Blocking and Tackling • Gross views • Connections • Engagement Referral
• Conversions
• My Engagements
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Blitzing and Motion
• Potential reach • Mentions per period/channel • Inbound links
• Secondary reach
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Tools & Techniques
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The Greatest SCAAM on
Strategy
Customer
Application
Assistance
Measurement
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Your Homework!
• What level of social media are you ready for? • Where are your customers in the social
media landscape? • Where can you integrate social media to
increase effectiveness? • It’s alright to ask for help – where do you go? • What are the most effective measurements
for your time and energies?
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