Post on 08-May-2015
Why Before How:Creating Social Media Strategic Plans in 8 Steps
@jaybaer
@jaybaer
the tools always change
0
15
30
45
60
share of search
1999
@jaybaerbaerb@jayb
STOP FOCUSING ON TOOLS!
worry less about how to do
SOCIAL MEDIA.
focus on how to be SOCIAL
@jaybaer
@jaybaer@@@@@jjjjaaaaayyyyyybbbbbbaaaaaaeeeeerrrrr@jaybaer
8 step process
Social Media Strategy
1build an ark
@jaybaer
DO NOT DOSOCIAL
AT BAYONET POINT
@jaybaer
@jaybaer@@jjaayybaer
Customer Characteristics
Current Social Metrics Social M(if any)
Web Metrics
Business Metrics
gather data
#esto12
@jaybaer
2 listen
@jaybaer
Listening Queries
What’s Being Said About Us?
What’s Being Said About Topics of Interest?
What’s Our Sentiment?
Who’s Saying It?
Where Are They Saying It?
3 what’s the point?
awareness?sales?
loyalty?
3 what’s the point?
awareness?sales?
loyalty?
pick one.
@jaybaer@jaybaer
If You Try to Accomplish Everything in Social Media, You’ll Accomplish Nothing.
@jaybaer
Unaware Aware Trial Repeat/Enthusiast Advocate
4 successmetrics
@jaybaer
@jaybaer@jaybaer
The goal isn't to be good at social media, the goal is to be good at business because of
social media.
@jaybaer
Whatever you're trying to accomplish dictates how and what you measure.
Awareness Sales Advocacy
Measure Behaviornot just Data
@jaybaer
@jaybaer
Weak Metric:Number of
Facebook fans
Stronger Metric: Facebook Engagement Rate
@jaybaer
Weak Metric:Number of
Facebook fans
Stronger Metric: Facebook Engagement Rate
Affinity + Weight + Recency =
Facebook Visibility
@jaybaer
Weak Metric:Number of Clicks
Stronger Metric:Offers Redeemed
@jaybaer
bit.ly/UsIoIS+
JUST BECAUSE EVERYTHING IS
MEASURABLEDOESN’T MEAN YOUSHOULD MEASURE
EVERYTHING
@jaybaer
5 analyze audience
@jaybaer
Use Research & Personas to Model
@jaybaer
Name:John Doe
Gender:Male
Age:24
Hometown:NYC
Name:Jane Doe
Gender:Female
Age:23
Hometown:NYC
#esto12
Who Are They?How Do They Use
Social Media?
@jaybaer
Age / Gender / Geography
@jaybaer
3 Levels of Social
Participation
@jaybaer
APPLAUD3 Levels of
Social Participation
@jaybaer
APPLAUD
CRITIQUE
3 Levels of Social
Participation
@jaybaer
APPLAUD
CRITIQUE
CREATE
3 Levels of Social
Participation
@jaybaer
@jaybaer
THE YOUNGER THE AUDIENCE, THE MORE THEY’LL BE WILLING
TO CREATE
j
Give Your Audience Appropriate Social Media Assignments
@jaybaer
@jaybaer
@jaybaer
@jaybaer
1,961
@jaybaer
1,961 300
@jaybaer
6 what’s your one thing?
@jaybaer
Passion, Not Features
@jaybaer
Passion, Not Features
innovation
@jaybaer
Passion, Not Features
innovation magic
@jaybaer
Passion, Not Features
innovation magic safety
@jaybaer
Passion, Not Features
innovation magic safety service
@jaybaer
Passion, Not Features
innovation magic safety service
You ?????
@jaybaer
If everyone has a
SPECIAL OFFERyours isn’t that special
@jaybaer
7humanization
@jaybaer
social media
IS ABOUT PEOPLE
not logos.
@jaybaer
@jaybaer
8 channelplan
@jaybaer
Social Media Home Base & Outposts
@jaybaer
first, win the war of information
@jaybaer
first, win the war of information
@jaybaer
8
15
2010 2011
10.4
5.3
Customers view 30 pages on average
Customers view 30 pages on average75% of sales are virtual
@jaybaer
Create a VISUAL Communication Plan
@jaybaer
use social to promote content first,
company second
@jaybaer
content is fire.social media is gasoline.
EVERY CHANNEL YOU ADD IS ACOST FIRST,AND THEN MAYBE
A BENEFIT
@jaybaer
@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1
@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
what’s the point? 3
@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
what’s the point? 3success metrics 4
@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
what’s the point? 3success metrics 4
analyze audience 5
@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
what’s the point? 3success metrics 4
analyze audience 5what’s your one thing? 6
@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
what’s the point? 3success metrics 4
analyze audience 5what’s your one thing? 6
humanization 7
@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
what’s the point? 3success metrics 4
analyze audience 5what’s your one thing? 6
humanization 7channel plan 8
worry less about how to do
SOCIAL MEDIA.
focus on how to be SOCIAL
@jaybaer
Jay BaerConvince & Convert
Jay BaerConvince & Convert
ConvinceAndConvert.com