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Social Media Strategy
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The Science of Social Media Marketing
Ready to go viral?
Defining Social Media Marketing
What is web 2.0?
“We're moving away from 'users,' 'customers,' and 'shoppers.' Social media is bringing back the human
element to all digital interaction.”
‐
ReadWriteWeb
Who is this for?
• For all users!• Low investments
Social Media Strategist
Football fansWeb 2.O geek, trend watchers
ProfessionalsTravelers
Key platforms : Be aware of the options, but don’t over commit
Wikis
Blogs
Visual Content
Online Collab.
Shareand
Store
SocialNetworks
Key platforms
• Communication and Promotional Tools
– Social Networks– Blogs– Twitter– Multimedia content (video / photos / ppt)
• Organizational Efficiencies
– Wikis / crowd source
– Share, access, store– Cloud‐collaboration
Blogs
WikisShareand
Store
SocialNetworks
Online Collab.
Multimedia Content
• What is out there?
– LinkedIn : ecosystem– Facebook
: friends
– Twitter : communications
– Ning
: organizations
– MySpace : music
Social Networks
• So I have a page, now what?
– Upload contacts– Spark two‐way conversations– Animation (blog, …)
Networks
PROFESSIONAL SOCIAL
• What is it?– Permanency of blogging – Utility of emailing– Sociality– Agility of text
• Why join?– Disseminate information– Converse and share– Build a network– Gain insights
• Who uses it?– The media– Politicians– C‐level executives; decision makers– Brands and organizations– Online influentials
• Why you need it:– A picture is worth…– Tell your story; create a
lasting resource– Make it compelling; short
and something you’d pass on – Create assets to share with
on and offline media outlets
Multimedia Content
• Why you need it:– A picture is worth…– Tell your story; create a
lasting resource– Make it compelling; short and
something you’d pass on – Create assets to share with
on and offline media outlets
Multimedia content
• Not “just a blog”
–
many
considerations:– Your organization’s blog– Influencer blogs– Employee blogs– Coalition / member blogs– Competitor / adversary blogs
Blogs
• Permanent, but imperfect – many
decisions:– Software– Engagement strategy– Message and positioning– Intelligence and tracking
• What are wikis?– Collaborative resource– Relies on “wisdom of the
crowds”
– Not always accurate,
buuuuut…here comes
everybody!
Wikis• Why you need them:
– Define the debate at point of
research: Wikipedia
– Replace internal intranets– Create a puzzle‐piece mentality
that encourages more
participation and knowledge‐
sharing
– Enable easy access– Document evolution and keep
definitions dynamic (e.g., of your
issue / organization)
ShareandStore
Docs
• What tools are available?– Google Docs – Google Reader / RSS– Slideshare– Delicious– YouSendIt– TinyURLs– “Share This”
• Why you need them:– Cost effective ($0)– Accessible anywhere– Time‐saving– Searchable; can make public
Social Media Strategy
Why social media?
• Lowers
the transaction costs for individuals to organize, connect and
discover
• Corrects
the asymmetry of information that often exists between brands
and consumers
• Online tools are, at their core, simple and effective; they help actualize
things offline in a faster, more stream‐lined way
• The online space allows for social capital, links, resources and
information
to be exchanged, stored and referenced ad infinitum
• Supports and amplifies offline efforts
The 7 Steps to planning and executing a web 2.0 Campaign
1.
Set goals
2.
Establish team roles
3.
Brand and integrate campaign elements
4.
Scope, research, understand
5.
Evaluate and select platforms
6.
Document
ANALYZE
–
Providing Intelligence– Audits, Reporting, Analysis and Metrics– Wikipedia Monitoring and Management
PROTECT
–
Helping Defend Your Issue– Monitoring and Reputation Management – Analysis, Assessment and Strategic Response
PROMOTE
–
Moving Information– Digital Public Relations – Social Media Engagement– Search Engine Consulting and Optimization – Grassroots Messaging
‐1‐
Defining a strategy
• Basic metrics
– Connections, fans, wall posts– Video views, comments and subscriptions
– Visitors and link‐backs to your site and/or blog– Blog and Twitter buzz –
quantity and impressions
– Tonal reaction (positive/negative)– Benchmark reports (beginning/end; weekly/monthly)
• Campaign‐dependent metrics
– Actions taken– Voters, constituents, consumers
– Launching point for future efforts
Quantitative tools to gauge success
Quantitative tools to gauge success
sitemeter.com(some bloggers display this on their sites)
google.com/analytics(set this up if you are running a site, unique visitors for Facebook)
compete.com(compare and evaluate web traffic)
tweetstats.com
& trackzor.com(stats from Tweeter / Facebook, MySpace)
mybloglog.com(stats on Flickr, MySpace and Wordpress)
‐2‐
Define team roles
• Social Web Presence
– Community Manager: Communicates on behalf of the campaign,
under their own name, everywhere online
– Brand Manager: Ensures that message and aesthetics are consistent
across entire campaign (on and offline)
– Analyst: Tracks, records and reports on campaign successes; helps
recalibrate where needed
‐3‐
Brand and identity guideline
• Brand– Use the same graphic element – Use the Corporate Identity Guideline– Write a mission statement and tagline
• Integrate– Store everything in the “cloud”
(wiki, Google docs,…)– Connect what you are doing offline, online (and vice‐versa)– Lean on digital and social technologies to help you disseminate
your message and connect with stakeholders
‐4‐
Scope, research, understand • Scope
the terms, issues and individuals you want to learn more about,
engage and inform
• Research the issues/people you are targeting– Google news and Google blog search– Technorati
blog search– Live Journal (tend to be most personal)– MySpace (blog posts can be similar to LJ)
• Understand the people you want to reach– Message analysis (what resonates?)– Look at “About”
pages and bios– Prepare to reach out over email, Facebook, Twitter, Linkedin,…
‐5‐
Select Platforms
Cross‐media campaign
Wikis Blogs
Shareand
Store
Multimedia Content
‐6‐
Document everything
• There are two stories at play
here – find a way to tell both
– The one that you are working to articulate through the campaign
itself: planned and under control
– The one that is ‘behind‐the‐scenes’
/ ‘making‐of’
experience: mainly
uncontrolled !
Need community management!
Web 2.0 is a garden: plant, water, weed, maintain;
repeat!
@lbano
Masino
Social Media Strategisthttp://be.linkedin.com/in/albanomasinohttp://twitter.com/AlbanoMasino
More questions?