Social Media Strategy

Chris Sietsema & William Smith

Mighty Interactive

Social Media Strategy

Traditional Marketing Mix

2

Enter Social Media

3

Social Media Tenets

4

React

Engage

Listen

Listen (err..rather Eavesdrop)

• Frame Messaging

• Create Opportunities for Contact

– Develop New Content

– Ask Questions

– Make an Invitation

• Identify Other Influencers

• Measure Impact

5

Listening Implications

John Q. Customer

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Social Media Venues

7

Before We Consider the Tools…

• Answer these questions:

– What do you do best, better, different?

8

Source: Bob_n_Renee

Before We Consider the Tools…

• Answer these questions:

– How do you want to be known?

9

Source: Eugene Hood

Before We Consider the Tools…

• Answer these questions:

– How does your audience use social media?

10

Source: gerlos

Before We Consider the Tools…

• Answer these questions:

– How will you be human?

11

Before We Consider the Tools…

• Answer these questions:

– What does success look like?

12

Developing a Plan

• Social Media Objectives = Business Objectives

• Consider Campaign Type

Community

Relations/

Customer Service

Influencer/ Media

Relations &

Engagement

General

Awareness, Event

Promotion, ROI

13

Developing A Plan

Grow

Awareness

Customer

Service

Engage New

Audiences

Sample Objectives

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Social Media Venues

15

vs.

Social Media Venues

16

vs.

Facebook

• About Facebook

– Communicate with Fans

– Promote Events

– Share Photos & Video

– Feature Specials & Programs

– Share & Elicit Content

• 300 million active user base

• ~90,000,000 in the United States

17

Facebook Usage

• Still skews younger, but largest rate of growth is with persons 35+

18

Facebook Opportunities

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Facebook Opportunities

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Twitter

• About Twitter

– A Microblogging Platform

– 140 Characters of Fury

– Observations, Views, News

– Communication bits at a time

• Primary Uses for Business

– Customer Service

– Product/Service/Program

Introductions

– Outreach & Alerts

– Create Lists

21

Sunday Afternoon on the Island of La Grande Jatte

Georges-Pierre Seurat

Twitter Twends

• Massive Traffic Incline has Plateaued

• 80% of accounts have less than 10 followers22

Twitter Opportunities

• Reference Other Content

• Following

– Based on Influence

– Based on Relevance

• Twitter Lists

– Segment Followed

– Identify Influencers

• Twitter Search & Feeds

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Twitter Opportunities

24

LinkedIn

• About LinkedIn

– Your Digital Rolodex

– The “business” side of you

– 43 Million Members

– Excellent B2B Database

• Primary Uses for Business

– Meet New People• Browse Your Connections’ Connections

– Share Content, Status

– Answer & Ask Questions

– Join, Participate in & Start Groups

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LinkedIn Growth

• 22 Ways to Dominate

– http://tr.im/siz0

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About Social Media

• Flickr

o Share Photos

o Create Themed Sets

o Befriend Other Photogs

o Provide Reference Points

• YouTube

o Create a Channel

o Develop a Vlog

o Conduct Interviews

o Subscribe to Content

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About Social Media

• All The Rest

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Creative Engagement

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Creative Engagement

• 6 Influential Bloggers

• $500 Each

• 57% increase in site traffic30

Creative Engagement

31

Creative Engagement

32

Creative Engagement

33

Time & Resources

• Common Misconception: “Social Media is Inexpensive”

34

Source: practition^r

Measurement

• Activity

– Followers / Fans / Connections

– Comments, Posts, Mentions

– Sentiment (+, -, Neutral)

• Site Traffic

– Overall Site Traffic

– Specific Pages

– Spikes with Social Media Activity

• Real ROI

– Sales

– Leads35

Source: Nick Sayers

Key Elements

• Relationships before revenue

• People will support that which they help to create

• This is not a game of follow the leader.

– Rather, you are building the playground

36

Next Steps

• Recommended

– Clarify Your Existing Social Media Presence/Status

– Confirm Core Messages & Communication Guidelines

• Create Sample Content

• Outline a Sample Campaign

– Define / Assign Internal Resources & Roles

– Create Social Media Profiles• Only Those to Which You Can Dedicate Resources

– Develop Posting Schedule & Checklist

– Setup Social Media Monitoring Account

– Keep On Keeping On

37Source: regalore

Questions?

Chris Sietsema

Director, Interactive Marketing

[email protected]

480.505.4529 38

William Smith

Search Marketing Manager

[email protected]

480.505.4532