Social Media Strategy and Planning Waukesha County Business Alliance | February 3, 2011 25 years + experience B2B Experience – Business development, sales and marketing Manufacturing, engineering, architecture, accounting, IT, pharmaceutical, financial service firms. Unique focus - complex sales, channel empowerment, scientific, technical products and engineering. Based in the Midwest with national reach. 1
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Social media strategy and planning waukesha county business alliance
Wendy Soucie, certified social media strategist, www.wendysoucie.com, presented to the Waukesha County Business Alliance on strategy and planning social media engagements. The examples included B2B, B2C, B2W, Non Profit and small business.
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Social Media Strategy and Planning
Waukesha County Business Alliance | February 3, 2011
25 years + experience B2B Experience – Business development, sales and marketing Manufacturing, engineering, architecture, accounting, IT,
Create at least 2 policies– Employee boundaries/limits– Operational / job roleStart with your email policy
http://www.socialmedia-academy.com/blog/index.php/resources/social-media-guide-lines/http://www.itbusinessedge.com/cm/docs/DOC-1257Analysis of Social Media Policies: Lessons and Best Practices Chris Boudreaux
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Extend Your BrandPersonal
Company
Business• Clarify
Brand• Extend
Marketing• Tools
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Content Development Strategy
• Determine media you have• Identify media to share• Build editorial calendar • Integrate with Marketing, Customer
Service, HR, Sales, Product Development
22http://bit.ly/hmCudD How to Leverage Social Media Optimization
Source: Beth Kantar
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Time
Listening ParticipationGenerate Buzz Share ContentSocial Networking Community building
Time, tools and tactics
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A Facebook Fan has no value. Getting a Facebook Fan to do something does! Chase McMicheal, CEO Infinigraph
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Micro blog
Social Networks
Social Bookmarking
Video /Photo Sharing
Social Directory Search
RSS Feeds
Blogging / Forums / Content Generation
Website as your home base
Adapted from John Jantsch, Duct Tape Marketing, Microsoft Live Office
You can begin to measure ROI and social capital value
Socialmedia-academy.com
What does success look like? Reach • Traffic• Interaction • Trust
Action and insight• Sales • Customer engagement• Customer satisfaction and
loyalty
Engagement and Influence•Sharing and evangelism
•Commenter authority and influence
•Retention – connections, clients, etc
•Favorites, Friends, Fans, Connections
Source: Econsultancy – Chris Lake, Tactica and Digital Resource Group, Measuring the influence of social media
At the end of the day – it needs to make money for the company
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Tools for Tracking• Lithium• Radian6• Xeesm• Alterian
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Xeesm/Flights!™
Social Business Relationship Mgmt• Tracking engagements• Setting milestones• Following a process• See the touch points• Social capital progress
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Social Media Examples
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Email Campaign
Timken.com (B2B)
Hycor Biomedical (B2B)
Organic Valley (B2C)
Cree Lighting -Channel (B2W)
ProjectGirl.org (NonProfit)
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Louis E. Page Fencing (B2B & B2C )
B 2 C & B2B
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We provide: Technical Product ExpertiseManufacturing experienceSocial media assessmentsMarketing best practicesThought leadership strategiesSocial media building blocksTraining on tools and strategyImplementation help and coaching
Network . Contribute . ParticipateSocial web links: http://xeesm.com/wendysoucie