Social Media Strategy - Understanding the Need for One and the Consequences of NOT Having One.
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Transcript of Social Media Strategy - Understanding the Need for One and the Consequences of NOT Having One.
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Social Media Strategy
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Guest Presenter
Chris Abraham
Abraham&Harrison
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It’s Not Going Away!
• SM is part of our lives now• 70% of reporters use SM to do their jobs• Search social and marketing are becoming
intertwined
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Trends for 2010
• Branded Content – think like a publisher• Video, video, video. YouTube is the 2nd largest
search engine today• Move from broadcast mode to engagement
and dialog
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Where are you in this process?
• Still experimenting• Checklist approach • Still broadcasting• Strategic engagement to meet business goals
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• Look internally – culture and regulations
• Any issues to address
• Business goals
Where to Start
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A New Approach
• Listen• Learn• Respond• Measure
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1.Listen and evaluate content of conversations2.Set goals based on what you find2. Find communities that matter4. Identify relevant influencers5. Develop a content strategy6. Choose the tools and platforms7. Deliver content that sparks conversations8. Engage with your audience9. Facilitate conversations between others10. Measure results
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Identify Resources• How can you reach out to the
people you currently communicate with?
• What content can you give them that has value?
• Identify resources and topics for content?
• People/time needed for a social program?
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What Are They Saying?
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Monitor Conversations
Only 16% of CMOs say they are monitoring online mentions of their company and brands
CMO Council
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Data Collection System
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Image: www.optimizeandprophesize.com
Find Communities that Matter
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Identify Influencers• Technorati – Rank & Authority• PostRank• Compete.com• Alexa• Quantcast• Yahoo Site Explorer• Twitalyzer• ReTweetist• Klout
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Develop Your Content Strategy
• Use data found – who , where , what• What do you have? Digital Assets• What can be repurposed?• Pick Your Tools
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Tools• Optimized press releases & articles• Social Media Press Releases• Blogs• Blogger Outreach• Micro blogging (Twitter)• Podcasts • Videocasts• Feeds (RSS -really simple syndication) • Socialize your web content – tagging
bookmarking• Social Networks• Social Media News Sites• Social Media Newsroom
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Engage and Facilitate Conversations
• Less than 20% of companies active in social media engage with their audience
• Studies show that those most active and engaged do better financially
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How to Get Engagement
• Be a genuine member of the online community
• Actively participate in the conversations• Offer them valuable, interesting content• Provide ways for your audience to talk to each
other• Give them tools for creating and sharing
content
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Measure Results• Search ranking for news content• # of bloggers allied• Search visibility for your blog• Inbound links to your site and blog• Traffic referred form articles and other news
content• Downloads of podcasts• Video views and downloads• # of articles tagged to social media sites• RSS feed traffic to the site• Unique visitors to the newsroom• Time spent on site
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Perception
• % of positive vs negative comments, posts, tweets, reviews about your company (Dell went from >50% negative to <20% in two years)
• % of positive content on page one and two in Google for your name and brands
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Engagement
CommentsTweetsReviewsBlog postsChat in Groups and Forums
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Download Whitepaper
http://expansionplus.com/impr/social-media.html
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CONTACT US
Sally [email protected]://www.twitter.com/sallyfalkowBlog: www.proactivereport.com
Chris [email protected] http://www.twitter.com/chrisabrahamBlog: http://marketingconversation.com/