Developing a measurable social strategy by melanie woods

DEVELOPING A MEASURABLE SOCIAL MEDIA STRATEGYBy: @melaniewoods

AGENDA

Reminders 10 steps to create a strategy What to measure What tools to use What to budget Secret Weapon Bonus Track Q&A

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REMINDERS Social should be integrated into the marketing mix Start with the same metrics you use now Understand who you need to report to and what matters to

them Tell people about your success and help others Be active in social personally It’s not free You will get complaints You will mess up You will have to be available outside of 8-5 You will not always have the answers You will not have enough resources You will have to collaborate & empower other departments You are part of a revolution!

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10 STEPS TO CREATE A STRATEGY

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10 STEPS TO CREATE A STRATEGY

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WHAT TO MEASURE

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WHAT TO MEASURE

Impressions RT’s Clicks Conversions Sentiment SOV Traffic Sources SEO rank Service Level Visit Loyalty Campaign Reach

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WHAT TOOLS TO USE

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WHAT TO BUDGET

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WHAT TO BUDGET

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SECRET WEAPON

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SECRET WEAPON: SOCIAL INTELLIGENCE

Buying Cycles Customer Satisfaction Competitive Insight Product Development Industry Shifts Marketing Reach Brand Awareness PR Opportunities Lead Generation

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BONUS TRACK – MUST DO’S

Get Executive Buy-in Social Policy Crisis Plan Education Plan Define Brand Voice Secure Corporate Brand Handles (even

@__sucks) Understand Regulations Benchmark Build Network (other marketers doing social) Have a short, mid, and long term strategy

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Questions?

Contact:twitter.com/melaniewoods

linkedin.com/in/melaniewoods facebook.com/melaniewoodsmarketing 14