social media intervention
DESCRIPTION
Your 4 Step Guide to Creating an Effective Social Media Strategy For Your OrganizationTRANSCRIPT
Social Media Intervention:
Your 4 Step Guide to Creating an Effective
Social Media Strategy For Your Organization
Adina Zaiontz, Yahoo! Canada
Today we’ll cover
Get Social Media Literate
Monitor & Measure &
Marking
Create & Communicate
Engage & Empower
2
3
4
1
4 STEPS IN YOUR SOCIAL MEDIA STRATEGY
1 GET SOCIAL MEDIA
LITERATE
SOCIAL MEDIA STRATEGY
SOCIAL MEDIA LANDSCAPE
1 GET LITERATE
GOOD SOCIAL MEDIA STRATEGY?
SOCIAL MEDIA LANDSCAPE
Your company
website
or blog
S/M information
“kiosks”
articles
videos
research
1 GET LITERATE
SOCIAL MEDIA LANDSCAPE
Your company
website
or blog
S/M information
“kiosks”
Article links
Fan site
RSS
or twitter feed
Forum
discussions
1 GET LITERATE
MAKE YOUR SITE “BOOKMARKABLE”
A lot of the
conversation
happens here
9
9
“STARTERS KIT” TO INCREASE YOUR SOCIAL MEDIA LITERACY
• Open a facebook profile for your business
• Start a Twitter account
• …And a Flickr account
• Join LinkedIn
• Participate in Blogs, Yahoo! Answers, Yahoo! Groups
• Start a Wordpress blog
• Y! Video and/or Youtube content
• Find online communities for employees to join and prepare
a report with their suggestions.
• Make your content “bookmarkable” and “diggable”
1 GET LITERATE
SILENCE - THE BIGGEST SIGN OF SOCIAL MEDIA ILLITERACY
1 GET LITERATE
11
11
spammy
WHAT ILLITERACY LOOKS LIKE…
1 GET LITERATE
2 MONITOR & MEASURE
SOCIAL MEDIA STRATEGY
EVERYBODY’S TALKIN’ BOUT ME..CAN’T HEAR A WORD THEYRE SAYIN’….
• Search for your brand on twitter (search.twitter.com),
facebook, Yahoo!, Google search engines, Digg and
Del.icio.us
• backtype – blog comment tracker
• BoardTracker and BoardReader: tracks message
boards and forums which mention your brand
• Facebook Lexicon – tells you how often a keyword
is mentioned on FB. (www.facebook.com/lexicon) • SocialMention – socialmention.com – VERY
POWERFUL tells you who’s blogging you, strength &
sentiment re: your brand
2 MONITOR & MEASURE
WHO’S TALKING BOUT YOU?
2 MONITOR & MEASURE
WHO’S TALKING BOUT YOU?
1 GET LITERATE
Source: comScore Media Metrix, March 2009
70 M UV US
16 B Minutes
34 B PV
First super-big “social
network”
Big for music and
bands
67 M UV US
10M Canadians
11 B Minutes
20 B PV
Fastest-growing
major site
83 M UV
12 B Minutes
13 B PV
Social DNA (embeds,
friends, comments)
The New TV?
Search engine?
Hosting site?
146 M UV US
16M Canadian
42 B Minutes
43 B PV
Entire Yahoo! Network
has more minutes and
unduplicated UV than
all of these social
networks combined
8.1 M UV
0.10 B Minutes
0.22 B PV
More than an online
rolodex?
18M members
3M Canadians
9.3 M UV
0.14 B Minutes
0.22 B PV
The next Google?
Facebook? Pet Rock?
DEFINE YOUR DEMOGRAPHIC & THEIR S/M OF CHOICE
2 MONITOR & MEASURE
Blogs
3 CREATE & COMMUNICATE
SOCIAL MEDIA STRATEGY
TWITTER MARKETING EXAMPLE –DELL – OVER 1.2M FOLLOWERS
FACEBOOK MARKETING EXAMPLE – ALEXANDER KEITH’S – OVER
50,000 FANS
4 ENGAGE & EMPOWER
SOCIAL MEDIA STRATEGY
YAHOO! GROUPS – SPECIAL K
MAKE YOUR SITE “BOOKMARKABLE” & S/M STICKY
Today we’ll cover
Get Social Media Literate
Monitor & Measure
Create & Communicate
Engage & Empower
2
3
4
1
4 STEPS IN YOUR SOCIAL MEDIA STRATEGY
