Social Media Strategy 2012

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Social  Media  Strategy    

2012  

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How  Social  Are  You?  

38  

34  

25  

15  

11  

8  

98  

97  

95  

95  

95  

98  

15  

31  

35  

27  

25  

17  

32  

31  

23  

17  

12  

7  

9  

7  

5  

3  

3  

2  

Gen  Z  (18-­‐22)  

Gen  Y  (23-­‐31)  

Gen  X  (32-­‐45)  

Young  Boomers  (46-­‐55)  

Older  Boomers  (56-­‐66)  

Golden  Genera=on  (67+)  

Facebook  

Twi4er  

LinkedIn  

MySpace  

Other  

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Which  social  networks  are  you  using?  

Source: Forrester.com: Gina Sverdlov's Blog, 2011

Percentage of People with an Account

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Why  are  People  Social?  

Source: Pew Internet: Why Americans use social media by Aaron Smith, 2011

Friends  and  Family  

Interests  

Love  

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Which  segment  (s)  

are  you  popular  in?  

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Use  Tools  See  how  Social  you  are.  

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Free  $$  

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What  do  I  measure?  Site visits Unique visitors Page Views Time on Site Registrations Conversions Posts Tweets Fans Follows Mentions Rankings Demographics

Links Google Trends Nielsen BuzzMetrics Click throughs Video views Channel Subscriptions Video embeds SlideShare views Tags Diggs Stumbles App downloads Podcast Subscribers

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Are  perceptions  of  you  or   ?  

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Who  is  Talking  

about  me?  

Demographic  

Interests  

ConnecHons  

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What  are  the  avenues  for  maximum  impact?  

Mobile Social Network Usage By Age

Source: The Nielsen Company December 2009

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Greatest  Influencers  

Friends  and  Family  

People  with  Shared  Interests  

Conclusion Derived From: Elsevier Research Paper

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Define  a  clear  message  

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“We believe in thinking

differently”  Apple  

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Define  Clear    

Realistic  Goals  

Raise  menHons  by  X  

Get  X  more  visitors  

Increase  traffic  by  X  

Decrease  negaHve  menHons  by  X  

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Identify  Ownership  

Marke=ng   Analy=cs   PR   Product   Customer  Service  

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Engage  in  Conversation  

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Realize  that  this  is  a  

continuous  process  

Analyze  

Measure  

Target  Formulate  

Engage  

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