Post on 20-Jan-2015
description
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
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vs.
• 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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• 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
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• 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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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
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Creative Engagement
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Creative Engagement
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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
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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
chris@mightyinteractive.com
480.505.4529 38
William Smith
Search Marketing Manager
william@mightyinteractive.com
480.505.4532