Social Media Strategy on a Budget

$ocial Media Strategyon a Budget

Social Media Strategy Summit

#SMSsummit

Your Presenters

@rachelmetscher @VSteeleTweet #SMSsummit

•  State of Social Media •  How to P.O.S.T. Before You Post •  Listening vs. Monitoring •  How to Create a Social Media Team •  How to Create a Social Media Playbook •  Best Practices •  Rules of Engagement

Workshop Overview


•  There is more than one kind of budget

–  Monetary (Cost) –  Labor (Time) –  Materials (Resources)

Budget Definitions


Poll

Does your organization have a Social Media budget?


52% of B2C content marketers feel challenged by their budget. (Content Marketing Institute)

Current Situation


The Current State of Social

Concordia University Irvine - Before Veronica Steele


Solution


When Hiring


But First You Need..


Nail Down Your Social Media Strategy: P.O.S.T

**People’s Time, Content Curation and Creation, Distribution

Create Your Formula for Social Media Success =


If you are focusing on whether you should “do YouTube” or “Pinterest” you don’t get it.

P.O.S.T or BUST


No FTE for Social? Get Resourceful

No $$$, leverage social media brand ambassadors

Limited Budget Means Getting Resourceful


Outline Your Organizations P.O.S.T •  People •  Objective •  Strategy •  Technology

Activity Time


Where To Begin


Listening


Monitoring

•  Hootsuite •  Tweetdeck •  Google Alerts •  Search

•  Salesforce Radian6 •  Sysmos •  Media Alert Vendors •  PR Agencies


Set up Community Managers

How is your organization set up for social right now?

Poll


Activity Time

Social Media Community Managers Model

Social Media Policy

Human Resources vs.

Marketing and Communication

•  Acceptable Behavior •  Legal - HIPPA - FERPA •  Access to Social at

Work •  Professional Guidelines

•  Branding •  Identity / Voice •  Public Relations •  Crisis

Communications •  Risk Management


What’s Involved in Training


Social Media Playbook

No Policy? Consider a Playbook


Social Media Playbook Ingredients

No Policy? Consider a Playbook

•  FAQs •  Guidelines •  Expectations •  Do’s and Don’ts

–  Scenarios •  Social Media Policy


Social Media Playbook:

Who Should be Involved in Creating the Playbook

•  Legal •  HR •  Senior Leaders •  Marketing •  PR •  Community Relations •  Sales •  Product Development @rachelmetscher @VSteeleTweet #SMSsummit

Policy or Playbook


BEST PRACTICES

Best Tip #1: Learn from Others, Help Others


Best Tip #2: Read, Read and Read Some More


Otherwise you plan for failure

Best Tip #3: Plan for Success…


Best Tip #4: Where to Find Resources?


Best Tip #5: You Need an Executive Champion


Best Tip #6: Change is Hard


I am ready

Can’t Wait

Yay! I Tweet!

Best Tip #7: It Takes a Village


Best Tip #8: Don’t Be Afraid


Caring is Sharing, but where do you begin?

Bonus #1: Where Can You Find Content to Share


Bonus #2: Be Passionate: Excitement is Key


Bonus #3: Control vs. Channeling


This graphic comes from a Corporate Executive Board social media member survey. Those surveyed were asked to indicate which metrics they use to track the performance of a social media campaign.

Social Media Metrics

Bonus #4: Reporting


What to Report? Suggestions

Bonus #4: Reporting


Bonus #5: Engagement vs. Broadcasting



Wrap Up


Questions

•  Radian6 •  eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/ •  Blog: http://www.salesforcemarketingcloud.com/blog/ •  Webinars: http://www.salesforcemarketingcloud.com/resources/webinars/ •  Public Relations Society of America (PRSA) •  Blog: Building Marketing Strategies for Higher Education :

http://buildingmarketingstrategies.wordpress.com/ •  Blog: Social Media Strategies Summit:

http://socialmediastrategiessummit.com/blog/ •  Social Media Today, http://socialmediatoday.com/ •  Metscher’s Musing, http://metschermusings.wordpress.com/ •  Social Media Playbook: http://www.slideshare.net/rmetscher/social-media-

playbook-20544843 •  How to Create Your Own Social Media Playbook,

http://readwrite.com/2012/04/09/how-to-create-your-own-social#awesm=~obTk8MFg9aUFHR

Resources


•  Marketplace Education: http://www.marketplace.org/topics/economy/education

•  Experian Blog: http://www.experian.com/blogs/marketing-forward/ •  Hobsons Blog: •  Content Marketing Institute: http://contentmarketinginstitute.com/ •  How to Setup a Social Media Business Strategy

http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/

•  http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential-components-of-successful-social-media-campaigns/

•  Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to-promote-your-brand-on-youtube?adref=nlt062613

•  Six Digital Metrics to Watch, http://goo.gl/Q3LUi •  Social Media ROI: http://bootcampdigital.com/measuring-social-media-

with-alan-knecht/

Resources


•  Ensure Strategt Not Tactics Drives Social Media http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategy-not-tactics-drives-your-social-media

•  What Do You Need to Make Social Media Successful in Higher Ed? http://socialmediatoday.com/rmetscher/1600341/what-do-you-need-make-social-media-successful-higher-ed

•  9 Ways to Keep You Fresh, Inspired and Creative, http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-you-fresh-inspired-and-creative

•  5 Social Media Metrics That You Should Pay Attention To, http://socialmediatoday.com/digitalsherpa/1586596/5-social-media-metrics-you-should-pay-attention

•  Social Yin and Yang: The Perfect Union of Strategic Listening and Real-Time Engagementhttp://socialmediatoday.com/jordanv/1602056/social-yin-and-yang-perfect-union-strategic-listening-and-real-time-engagement

Resources


•  Brian Solis, http://www.conversationprism.com/ •  HootSuite blog, http://blog.hootsuite.com/social-media-storytelling-3/ •  Winning the Sorytelling War by Jonah Sachs http://www.youtube.com/

watch?feature=player_embedded&v=xvaPF_y-fiU •  Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a

Good Story, http://socialmediatoday.com/bryan-kramer/1570971/summer-and-social-media-why-you-need-campfire-fishing-pole-and-good-story

•  Altimeter Group, Social Business Survey, http://www.altimetergroup.com/research/reports/evolution-social-business

•  Empowered, Groundswell’s blog, http://forrester.typepad.com/groundswell/

•  3 Reasons Why Social Media Policy Is More Important Than Strategy, http://marketingland.com/3-reasons-why-social-media-policy-is-more-important-than-strategy-43873

Resources


Social Media Strategy on a Budget

Social Media

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