Developing Social Strategy

Social Summit 2010

78% of companies said they use Facebook, Twitter, and other sites to conduct research, improve customer

service, push marketing and PR initiatives, and ultimately boost

sales.(credit: http://news.cnet.com/8301-1009_3-20016517-83.html)

Goals

What does success look like?

“I want to increase awareness of my new bar.”

Goals

Goals:- Increase Happy Hour revenue- Increase online reservations- Increase newsletter e-mail database- Increase interaction on website

Measurement

• Percentage of database growth over 6 months

• Increased referred traffic to website

• Increased time on website• Increase in comments on social

networks

Process

ListenAnalyze

Optimize

Engage

Four Steps to Social Strategy

1. ListenTo who? For What? People are already talking about

you or your brand, join the conversation

2. EngageTake what people are saying about you or your brand

an respond. But, do so in a manner that adds value

3. AnalyzeWhat messaging worked? Who is your audience? How

are you reaching that audience and are you doing so effectively?

4. OptimizeTake what you’ve learned and make your messaging

better for the future.

1. Listen

To Whom?

For What?

I LOVE vegetarian restaurants With absolutely

NO SELECTIONxoxo FAMOUS Food Criti c

How?

vegetarian restaurants

Google Alerts

Social Mention

Google Insights

Quantcast

2. Engage

Start with the Big Picture

• What do we want to accomplish?• Who is responsible?• How many hours and how much

money do we want to spend?• How will we measure success?

Hone in…Create a detailed Plan of Action

• What are the steps to accomplishing our goals?

• What Assets will we be using?• What are the key Milestones to

measure performance?• How are we tracking results?

Establish Protocol For Staff

• Create schedule• Delegate tasks• Establish talking points, emergency

responses, etc…

Estimate (Realistic) Timing

• Daily Social Media – 15 Minutes– Check and respond to Facebook

Postings– Update Facebook wall – Check and respond to RT’s or

Mentions on Twitter– Tweet valuable content

3. Analyze

What Messaging Worked?

• Facebook Insights– What messaging got the best response– What are your Facebook Fan demographics

• Twitalyzer and TweetStats– How many times were you mentioned– Whats your social status?

• Google Analytics

4. Optimize

OptiMizeOpenMind

So, if you think…

But, your customers think…

Compromise…

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