$ocial Media Strategy

on a Budget

Social Media Strategy

Summit

#SMSsummit

Your Presenters

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• State of Social Media

• How to P.O.S.T. Before You Post

• Listening vs. Monitoring

• How to Create a Social Media Team

• How to Create a Social Media Playbook

• Best Practices

• Rules of Engagement

Workshop Overview

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• There is more than one kind of budget

– Monetary (Cost)

– Labor (Time)

– Materials (Resources)

Budget Definitions

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Poll

Does your organization have a

Social Media budget?

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52% of B2C content marketers feel challenged by

their budget. (Content Marketing Institute)

Current Situation

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The Current State of Social

Concordia University Irvine - Before Veronica Steele

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Solution

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When Hiring

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But First You Need..

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Nail Down Your Social Media Strategy: P.O.S.T

**People’s Time, Content Curation and Creation, Distribution

Create Your Formula for Social Media Success =

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If you are focusing on whether you should “do YouTube” or “Pinterest” you

don’t get it.

P.O.S.T or BUST

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No FTE for Social? Get Resourceful

No $$$, leverage social media brand ambassadors

Limited Budget Means Getting Resourceful

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Outline Your Organizations P.O.S.T

• People

• Objective

• Strategy

• Technology

Activity Time

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Where To Begin

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Listening

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Monitoring

• Hootsuite

• Tweetdeck

• Google Alerts

• Search

• Radian6

• Sysmos

• Media Alert Vendors

• PR Agencies

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Set up Community Managers

How is your organization set up for

social right now?

Poll

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Activity Time

Social Media Community Managers Model

Social Media Policy

Human

Resources vs. Marketing and

Communication

• Acceptable Behavior

• Legal

- HIPPA

- FERPA

• Access to Social at Work

• Professional Guidelines

• Branding

• Identity / Voice

• Public Relations

• Crisis

Communications

• Risk Management

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What’s Involved in Training

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Social Media Playbook

No Policy? Consider a Playbook

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Social Media Playbook Ingredients

No Policy? Consider a Playbook

• FAQs

• Guidelines

• Expectations

• Do’s and Don’ts

– Scenarios

• Social Media Policy

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Social Media Playbook:

Who Should be Involved in Creating the Playbook

• Legal

• HR

• Senior Leaders

• Marketing

• PR

• Community Relations

• Sales

• Product Development

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Policy or Playbook

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BEST PRACTICES

Best Tip #1: Learn from Others, Help Others

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Best Tip #2: Read, Read and Read Some More

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Otherwise you plan for failure

Best Tip #3: Plan for Success…

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Best Tip #4: Where to Find Resources?

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Best Tip #5: You Need an Executive Champion

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Best Tip #6: Change is Hard

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I am ready

Can’t Wait

Yay! I

Tweet!

Best Tip #7: It Takes a Village

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Best Tip #8: Don’t Be Afraid

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Caring is Sharing, but where do you begin?

Bonus #1: Where Can You Find Content to Share

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Bonus #2: Be Passionate: Excitement is Key

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Bonus #3: Control vs. Channeling

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This graphic comes from a Corporate Executive Board social media member survey. Those surveyed

were asked to indicate which metrics they use to track the performance of a social media campaign.

Social Media Metrics

Bonus #4: Reporting

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What to Report? Suggestions

Bonus #4: Reporting

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Bonus #5: Engagement vs. Broadcasting

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Wrap Up

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Questions

• Radian6

• eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/

• Blog: http://www.salesforcemarketingcloud.com/blog/

• Webinars: http://www.salesforcemarketingcloud.com/resources/webinars/

• Public Relations Society of America (PRSA)

• Blog: Building Marketing Strategies for Higher Education

: http://buildingmarketingstrategies.wordpress.com/

• Blog: Social Media Strategies

Summit: http://socialmediastrategiessummit.com/blog/

• Social Media Today, http://socialmediatoday.com/

• Metscher’s Musing, http://metschermusings.wordpress.com/

• Social Media Playbook: http://www.slideshare.net/rmetscher/social-media-

playbook-20544843

• How to Create Your Own Social Media Playbook,

http://readwrite.com/2012/04/09/how-to-create-your-own-

social#awesm=~obTk8MFg9aUFHR

Resources

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• Marketplace Education: http://www.marketplace.org/topics/economy/education

• Experian Blog: http://www.experian.com/blogs/marketing-forward/

• Hobsons Blog:

• Content Marketing Institute: http://contentmarketinginstitute.com/

• How to Setup a Social Media Business Strategy http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/

• http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential-components-of-successful-social-media-campaigns/

• Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to-promote-your-brand-on-youtube?adref=nlt062613

• Six Digital Metrics to Watch, http://goo.gl/Q3LUi

• Social Media ROI: http://bootcampdigital.com/measuring-social-media-with-alan-knecht/

Resources

@rachelmetscher @VSteeleTweet

#SMSsummit

• Marketplace Education: http://www.marketplace.org/topics/economy/education

• Experian Blog: http://www.experian.com/blogs/marketing-forward/

• Hobsons Blog:

• Content Marketing Institute: http://contentmarketinginstitute.com/

• How to Setup a Social Media Business Strategy http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/

• http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential-components-of-successful-social-media-campaigns/

• Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to-promote-your-brand-on-youtube?adref=nlt062613

• Six Digital Metrics to Watch, http://goo.gl/Q3LUi

• Social Media ROI: http://bootcampdigital.com/measuring-social-media-with-alan-knecht/

Resources

@rachelmetscher @VSteeleTweet

#SMSsummit

• Ensure Strategt Not Tactics Drives Social Media

http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategy-

not-tactics-drives-your-social-media

• What Do You Need to Make Social Media Successful in Higher Ed?

http://socialmediatoday.com/rmetscher/1600341/what-do-you-need-make-

social-media-successful-higher-ed

• 9 Ways to Keep You Fresh, Inspired and Creative,

http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-you-fresh-

inspired-and-creative

• 5 Social Media Metrics That You Should Pay Attention To,

http://socialmediatoday.com/digitalsherpa/1586596/5-social-media-metrics-

you-should-pay-attention

• Social Yin and Yang: The Perfect Union of Strategic Listening and Real-

Time Engagementhttp://socialmediatoday.com/jordanv/1602056/social-yin-

and-yang-perfect-union-strategic-listening-and-real-time-engagement

Resources

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• Brian Solis, http://www.conversationprism.com/

• HootSuite blog, http://blog.hootsuite.com/social-media-storytelling-3/

• Winning the Sorytelling War by Jonah Sachs

http://www.youtube.com/watch?feature=player_embedded&v=xvaPF_y-fiU

• Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a

Good Story, http://socialmediatoday.com/bryan-kramer/1570971/summer-

and-social-media-why-you-need-campfire-fishing-pole-and-good-story

• Altimeter Group, Social Business Survey,

http://www.altimetergroup.com/research/reports/evolution-social-business

• Empowered, Groundswell’s blog, http://forrester.typepad.com/groundswell/

• 3 Reasons Why Social Media Policy Is More Important Than Strategy,

http://marketingland.com/3-reasons-why-social-media-policy-is-more-

important-than-strategy-43873

Resources

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