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In order to be successful with your social media efforts, it's important to have a sound strategy in place. Before you tackle the tactics (posting pictures, updating messages, sharing photos) you'll want to focus on why you're entering the social space and the goals you want to achieve. This presentation will tackle strategy development, various tactics that can work for your business, identifying target markets and engaging with them, along with content creation and developing a process to distribute and and provide value.
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Social Media Strategy & Tactics
Luis Sandoval Jr.February 28, 2012
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A Process:•Listen•Identify Unmet Needs and Objectives•Develop Roadmap With Checkpoints•Prioritize •Analyze, Make Changes, Try Again
Parts of A Strategy?
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What Is Social Strategy?
Let’s start with something smaller.
What is a strategy?
•High Level & Big Picture•Aligned with business goals
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What it’s NOT!
•Posting a photo•Updating your status•Sending a Tweet•Launching a contest
These are tactics!
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Main Components:•Website•Mobile Presence•Social Media
360° Digital Strategy
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The Case For Social MediaMaking Money:• Generating sales• Increasing brand awareness• Generating new product ideas• Increasing customer loyalty
Saving Money:• Reducing customer service time• Increasing awareness of product issues or
improvements• Identifying customer issues with product/
services
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How To Identify Social Networks For Your Business
YouTube: I’m going to post weekly videosFacebook: I’ll post my videos, ask and answer questions, and share useful informationFlickr: I’m going to post picturesBlog: I’m going to post thoughts on my industryTwitter: I’m going to seek out prospects, read industry news, follow industry leaders
1Look at where the target market is by searching Google, Facebook, Twitter Search, YouTube.
2Look at a competitor’s websites and social networks to see what’s working and what’s not.
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55Companies that blog have
more website visitors
%Don’t focus on having a great blog. Focus on producing a blog that’s great for your readers. - Brian Clark, Copy
Blogger“ ”Source: Hubspot
Why Business Blogging?
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88B2C companies that blog generate
more leads per month
%I believe the term blog means more than an online
journal. I believe a blog is a conversation. People go to blogs to read AND write, not just consume. - Michael
Arrington, Techcrunch“ ”Source: Hubspot
Why Business Blogging?
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B2B companies that blog generate
more leads per month
One company I work with showed me how the traffic on his company’s site doubled since they started blogging.
In fact, the blog (inexpensive) has more visitors and views than the corporate website (expensive). Well, there’s some measurable ROI in that case. - Mike
Sansone, ConverStations“ ”Source: Hubspot
67%Why Business Blogging?
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Digital Marketing On Social Networks
Where Are Leads Coming From?
Source: 2011 Webmarketing123 State of Digital Marketing Survey11
Most Active Networks
Source: 2011 Webmarketing123 State of Digital Marketing Survey
Digital Marketing On Social Networks
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Source: 2011 Webmarketing123 State of Digital Marketing Survey
How Will You Approach It?
3 Types of Strategy
•Bolt-on strategy - Company creates profiles, minimal engagement, business as usual.•Forced compliance - Telling employees they will engage, putting severe constraints on what can and cannot be done, no fun.•Company optimized for social media - Company alters “business as usual” to include engagement, suggestions, and new opportunities from online community.
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Where’s my audience?
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It’s more than what you had for breakfast!
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Searching for Tweeters
search.twitter.com
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Searching for Tweeters
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Searching for Tweeters
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Searching for Tweeters
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Searching for Tweeters
Hashtags!
The power of #
#socialmedia#imsohungry
#arewethereyet#education
#SXSW12
#blog
#foodie
#teacher
#entrepreneur
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Searching for Tweeters
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The Facebook “Like”
Who would have though that a “Like” could be so powerful?
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The Facebook “Like”
https://developers.facebook.com/docs/plugins/
Social Plugins were made to integrate into your site!
•Like buttons•Send buttons•Comments•Live Stream•...and more
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The Facebook “Like”
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LinkedIn: ApplicationsConnect your Wordpress blog to your profile
Acquire real data for your market research.
Display your creative designs to your network.
Share your presentations with your network.
Connect with your network in other cities.
Did you know you could put a video intro of yourself on Linkedin?
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LinkedIn: Page Power
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LinkedIn: Page Power
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LinkedIn: Page Power
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LinkedIn: Lead Your Industry
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LinkedIn: Lead Your Industry
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• Advertise on relevant blogs• Facebook Ads• Facebook Apps• Blogger networks• Contests• Posting/Sharing Strategies• Webinars/Tele-conferences• Repurpose content
Track...Track....Track...
Digital Marketing On Social Networks
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Digital Marketing On Social Networks
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Digital Marketing On Social Networks
•Demographic Data: creates context about consumers
•Product Data: used to match similar products in order to cross-sell and up-sell products
•Psychographic Data: voluntarily self-expressing their woes and successes
•Behavioral Data: “digital breadcrumbs” about how a user will act and engage
•Referral Data: emitting recommendations for products positively and negatively
•Location Data: helps triangulate context around location & time for brands to reach them.
•Intention Data: holds great opportunity to predict what consumers will do in the future
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Digital Marketing On Social Networks
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What Should I Share?
can be a sharing opportunity!
• Conventions• Contests• Awards• Employees• Industry News• Client News• Community Involvement• Customer Questions
...just to name a few.
EVERYTHING
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Spying Is No Longer A Bad Thing
ALWAYS look at your competition!
•Get ideas•What works, what doesnt•Audience•Opportunities•Where do you stand?
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Stalking is good...this time!
Stalker’s Guide to Competitive Researchblueglass.com/blog/a-stalkers-guide-to-competitive-research/
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contact us for any of your digital needs:
210.617.7260
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