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Social. Strategy. Delivered.
Social Media is for Lovers, SEO is for Suckers: Stop Guessing, Start Nailing Your Social Strategy
Presented by Kristen Sussman President & Founder, Social Distillery
@KrisSuss
Social. Strategy. Delivered.
Agenda
ü What’s New in Social
ü Social Strategy & Tac6cal Implementa6on
ü 6 Requirements for Achieving Social Success
ü Measurement & Ongoing Analysis
ü Tools to help you get there
ü Where it’s all Going
Social. Strategy. Delivered.
What’s new in the World of Social Media?
Social. Strategy. Delivered.
Pinterest Launches March 2010
Social. Strategy. Delivered.
Timeline Introduced September 2011
Social. Strategy. Delivered.
Facebook Acquires Instagram April 2012
Social. Strategy. Delivered.
Social Business News
Social. Strategy. Delivered.
Social Media & the FBI
“…to enhance its techniques for collecting and sharing ‘open source’ actionable intelligence”
Social. Strategy. Delivered.
From Theory to Practice: Let’s Talk Strategy &
Tactics
Social. Strategy. Delivered.
7 Business Objectives of Social Media
1. Brand Awareness
2. Inbound Marke6ng
3. Community Building
4. Sales
5. Reputa6on/Crisis Management
6. Customer Service
7. Market Research
Social. Strategy. Delivered.
Applying Strategy
ü Objec6ve: Brand Awareness
ü Strategies Used: ü Content Marke6ng
ü Corporate Communica6on
Objective > Strategy > Implementation
Social. Strategy. Delivered.
Strategy: Content Marketing
ü Build influence
ü Build community
ü Increase brand reach
ü Drive traffic
ü Proac6vely ac6vate engagement
Sharing industry knowledge to build influence
Social. Strategy. Delivered.
Strategy: Corporate Communications
ü Addi6onal voice
ü Brand posi6oning
ü Increase brand reach
ü Public rela6ons
ü Increase visibility
Activate social presence to maximize reach
Social. Strategy. Delivered.
Insights from the field: 6 Requirements for Social
Success
Social. Strategy. Delivered.
• An editorial calendar ensures appropriate publishing cadence
• A shared calendar enables consistent messaging, with more impacYul promo6ons
#1: Create a Plan
Social. Strategy. Delivered.
• Create content that resonates with your community
• Know your community & who/what is relevant to them
• Use proac6ve & reac6ve engagement to increase reach
#2: Reach & Relevancy
Social. Strategy. Delivered.
• Use crea6vity to tell your company or product story
• Maximize your marke6ng impact through various online touch points
• Enable extended impact by repurposing useful content collected during the campaign
#3: Creative Storytelling
Social. Strategy. Delivered.
• Once you’ve created great content, share & repurpose it in as many relevant loca6ons as possible
• Keep social channels consistent with companywide communica6ons & overall business objec6ves
#4: Tactical Implementation
Social. Strategy. Delivered.
Pinterest is now the 3RD MOST POPULAR
social network In the U.S. behind
Facebook and Twitter.
Pinterest drives MORE REFERRAL
TRAFFIC than Google+, LinkedIn and
YouTube combined.
#5: Embrace Change
Social. Strategy. Delivered.
• Use collected data to enable new insights • Turn insights into useful content
#6: Learned Insights
Social. Strategy. Delivered.
Measurement & Analysis
Social. Strategy. Delivered.
Example: Iden6fy three markets to target, iden6fy
influencers, outline a publishing cadence and
editorial calendar, determine how to measure
Execute mul6-‐week campaign with scheduled
content dra_, approved and published at op6mal
engagement 6mes across 3 social channels, using three
voices
Click to convert, unify impressions, reach, top
influencers, click-‐thru, 6me of day and message
effec6veness, response, sen6ment to message, 6me on site, abandonment on
lead form
Plan Implement Measure
Key to Success
Social. Strategy. Delivered.
#1 Engagement: Click, share, retweet, men6on, comment, like #2 Reach: Number of impressions & poten6al reach of your message #3 Ac2vity: Number of pieces of content published
Key Performance Indicators
Social. Strategy. Delivered.
Paid: • Spredfast • Jive So_ware – free
30 day trial Free: • Google Analy6cs:
referral traffic • Hootsuite: clicks • Crowdbooster: visual
informa6on
Measurement & Communication Tools & technologies to help
Social. Strategy. Delivered.
Where is it Going?
Social. Strategy. Delivered.
Social. Strategy. Delivered.
Contact: Kristen Sussman [email protected] @KrisSuss 512.344.2015
Ques6ons? Thank You!