Strategy First

BRAND DRIVEN digital

nick westergaard | branddrivendigital.com | spring 2013

Strategy FirstHow Social Media Objectives Impact Social Media Outcomes

About Me

@NickWestergaard#SocialBootCamp

BrandDrivenDigital.com

BrandDrivenDigital.com

WorkTalkShow.com

Today - Strategy First: How Social Media Objectives Impact Outcomes‣ Setting the Stage

‣ Outcomes: Why Strategy Matters

‣ Getting Started with Social Strategy

‣ Social Strategy Boot Camp

1

Setting the Stage

Social Media = Good

Photo via Flickr user Denis Dervisevic

There are a BILLION PEOPLE on Facebook

What Now?

You Can’t Manage What You Don’t Measure

Photo via Flickr user Je!McNeill

- Peter F. Drucker

You Can’t Measure What You Don’t

MANAGE

2

Why Social Strategy Matters

Building a Budget

Photo via Flickr user 401(K)2012

Internal Resource Needs

Photo via Flickr user Wilmox

External Resource Needs

Photo via Flickr user vancouverfilmschool

Who Are You Trying to Reach?

Photo via Flickr user kateuhu

Which Channels?

Photo via Flickr user Ian Wilson

What Kind of Content?

Photo via Flickr user katerha

Ground Daily Work

Photo via Flickr user christopherwoo

Team on the Same Page

Photo via Flickr user Sidfried Lumberg

Integrate Social Across Business

Photo via Flickr user LillyKnit

Measurement Framework

Photo via Flickr user sterlic

Determine ROI

Photo via Flickr user Bruce Turner

Find Your Way If Lost

Photo via Flickr user meerindab

Target Business Objective

Photo via Flickr user comedy_nose

3

Getting Started with Social Strategy

6 Honest Serving-Men

Photo via Flickr user Rozmi’sl

Unpacking the “Serving Men”‣ WHY are we doing this? — Business objective

‣ WHAT are we doing? — Something with social media*

‣ WHEN does this happen? — Timing

‣ WHERE does this happen? — Offline & online space

‣ WHO does this involve? — Personnel

‣ HOW do we get it done? — Tools

* Are you sure it has to be social media?

The Business Objective

Photo via Flickr user m.gi!ord

5 Uses of Social Media‣ Branding

‣ Sales

‣ Market Research

‣ Customer Service

‣ Lead Generation

No BS 7 Uses of Social

‣ Brand Awareness

‣ Protect Brand Reputation

‣ Enhance Public Relations

‣ Build Community

‣ Enhance Customer Service

‣ Facilitate Research and Development

‣ Drive Leads and Sales

‣ Branding

‣ Building a Community

‣ Public Relations

‣ Market Research

‣ Customer Service

‣ Leads & Sales

The 6 Things Social Media Can Do

4

What You Can Do

Des Moines - April 11thScience Center of Iowa

REGISTER NOW >>SocialStrategyBootCamp.com

Promo Code: DSMsocialPhoto via Justin Tedford Photography

nick westergaard | branddrivendigital.com | spring 2013

BRAND DRIVEN digital

Questions?blog: branddrivendigital.compodcast: worktalkshow.comtwitter: @nickwestergaard