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Gavin Baker, Baker Labs. Presentation to University of Tennessee - Non Credit on How To Build a Social Media Strategy. http://www.bakerlabs.co http://www.gbake.com
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Building a Social Media
Strategy
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&Who are you?
Why are you here today?
ScheduleIntroductionsSession IClass ActivityBreakClass ActivitySession IIQ & A
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“Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.” – wikipedia.com
How many...?
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Why should you care?
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Why should you care?
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Social networks and blogs account for nearly 25% of American’s time online. - Nielsen
Why should you care?
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Social networks and blogs account for nearly 25% of American’s time online. - Nielsen
Why should you care?
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Social networks and blogs account for nearly 25% of American’s time online. - Nielsen
Why should you care?
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Social networks and blogs account for nearly 25% of American’s time online. - Nielsen
Why should you care?
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Social networks and blogs account for nearly 25% of American’s time online. - Nielsen
Why should you care?
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Social networks and blogs account for nearly 25% of American’s time online. - Nielsen
4 out of 5 active Internet users visit social networks and blogs - Nielsen
Why should you care?
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Social networks and blogs account for nearly 25% of American’s time online. - Nielsen
4 out of 5 active Internet users visit social networks and blogs - Nielsen
Why should you care?
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Social networks and blogs account for nearly 25% of American’s time online. - Nielsen
4 out of 5 active Internet users visit social networks and blogs - Nielsen
18% of all new content found online, is found through social media. - Nielsen
Why should you care?
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Why should you care?
70% of Internet users reported “trusting” consumer opinions posted in social media. - Nielsen
86% of companies in the largest 100 of the Fortune 500 use social media. - Burson-Marsteller
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Why should you care?
Web users are 51% more likely to buy from your brand if they follow you on Facebook.
70% of Internet users reported “trusting” consumer opinions posted in social media. - Nielsen
86% of companies in the largest 100 of the Fortune 500 use social media. - Burson-Marsteller
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Why should you care?
Web users are 51% more likely to buy from your brand if they follow you on Facebook.And are 60% more likely to recommend your brand. - eMarketer
70% of Internet users reported “trusting” consumer opinions posted in social media. - Nielsen
86% of companies in the largest 100 of the Fortune 500 use social media. - Burson-Marsteller
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Numbers
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Numbers
Life updates, photos, videos, events. One billion members
News, streaming updates, sports. 200 Million+ members. 340 Million Messages a Day.
Online video, music videos, how-to videos.
Watched: 4 billion hours/monthUploaded: 72 hours/minute
Professional networking and online profile.
187 million members. Over 5 billion searches in 2012
DIY, fashion, and cooking. 97% female. Average user spends 16 minutes/day.
Mobile Photosharing 5 million images updated every day.
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Numbers
Life updates, photos, videos, events. One billion members
News, streaming updates, sports. 200 Million+ members. 340 Million Messages a Day.
Online video, music videos, how-to videos.
Watched: 4 billion hours/monthUploaded: 72 hours/minute
Professional networking and online profile.
187 million members. Over 5 billion searches in 2012
DIY, fashion, and cooking. 97% female. Average user spends 16 minutes/day.
Mobile Photosharing 5 million images updated every day.
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Numbers
Life updates, photos, videos, events. One billion members
News, streaming updates, sports. 200 Million+ members. 340 Million Messages a Day.
Online video, music videos, how-to videos.
Watched: 4 billion hours/monthUploaded: 72 hours/minute
Professional networking and online profile.
187 million members. Over 5 billion searches in 2012
DIY, fashion, and cooking. 97% female. Average user spends 16 minutes/day.
Mobile Photosharing 5 million images updated every day.
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Numbers
Life updates, photos, videos, events. One billion members
News, streaming updates, sports. 200 Million+ members. 340 Million Messages a Day.
Online video, music videos, how-to videos.
Watched: 4 billion hours/monthUploaded: 72 hours/minute
Professional networking and online profile.
187 million members. Over 5 billion searches in 2012
DIY, fashion, and cooking. 97% female. Average user spends 16 minutes/day.
Mobile Photosharing 5 million images updated every day.
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Numbers
Life updates, photos, videos, events. One billion members
News, streaming updates, sports. 200 Million+ members. 340 Million Messages a Day.
Online video, music videos, how-to videos.
Watched: 4 billion hours/monthUploaded: 72 hours/minute
Professional networking and online profile.
187 million members. Over 5 billion searches in 2012
DIY, fashion, and cooking. 97% female. Average user spends 16 minutes/day.
Mobile Photosharing 5 million images updated every day.
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Numbers
Life updates, photos, videos, events. One billion members
News, streaming updates, sports. 200 Million+ members. 340 Million Messages a Day.
Online video, music videos, how-to videos.
Watched: 4 billion hours/monthUploaded: 72 hours/minute
Professional networking and online profile.
187 million members. Over 5 billion searches in 2012
DIY, fashion, and cooking. 97% female. Average user spends 16 minutes/day.
Mobile Photosharing 5 million images updated every day.
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John Doe
Two CampsSocial Media is....
Two CampsSocial Media is....
Awesome!Perfect to connect with
customersGreat way to tell our story
Two CampsSocial Media is....
Awesome!Perfect to connect with
customersGreat way to tell our story
Waste of timePointless
Zero value
#1 objection for social media?
#1 objection for social media?
#1 objection for social media?
What if people say negative things?
#1 objection for social media?
What if people say negative things?
#1 objection for social media?
What if people say negative things?
They already are!
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Social Media ROI
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Social Media ROI
-How does it make us money?
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Social Media ROI
-How does it make us money?-How does it save us money?
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Social Media ROI
-How does it make us money?-How does it save us money?-What does success look like?
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“If you dislike change, you’re going to dislike irrelevance even more”
Eric K. Shinseki, Secretary of Veterans Affairs
1. Objectives
1. Objectives2. Strategies
1. Objectives2. Strategies3. Tactics
1. Objectives (what)
1. Objectives (what)2. Strategies (ways)
1. Objectives (what)2. Strategies (ways)3. Tactics (means)
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Find Nemo
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1. Start with Goals
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1. Start with Goals
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What do you want to accomplish?
1. Start with Goals
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What do you want to accomplish?
1. Start with Goals
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What do you want to accomplish?
1. Start with Goals
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What do you want to accomplish?
1. Start with Goals
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What do you want to accomplish?
1. Start with Goals
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What do you want to accomplish?
Attract new customers
1. Start with Goals
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What do you want to accomplish?
Attract new customersRetain current customers
1. Start with Goals
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What do you want to accomplish?
Attract new customersRetain current customersAchieve industry influence
1. Start with Goals
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What do you want to accomplish?
Attract new customersRetain current customersAchieve industry influenceIncrease promotion and awareness
1. Start with Goals
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Take a Peek at the Neighbors
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Take a Peek at the Neighbors
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Take a Peek at the Neighbors
What are others doing?
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Take a Peek at the Neighbors
What are others doing?What seems to be working?
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2. Boots on the groundPinterestInstagramForumsLinkedIn
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2. Boots on the groundPinterestInstagramForumsLinkedIn
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How do we get ________?
2. Boots on the groundPinterestInstagramForumsLinkedIn
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How do we get ________?
2. Boots on the groundBlog Pinterest
InstagramForumsLinkedIn
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How do we get ________?
2. Boots on the groundBlog
TwitterPinterestInstagramForumsLinkedIn
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How do we get ________?
2. Boots on the groundBlog
TwitterYouTube
PinterestInstagramForumsLinkedIn
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How do we get ________?
2. Boots on the groundBlog
TwitterYouTubeFacebook
PinterestInstagramForumsLinkedIn
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Where to start
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Updates, pictures, video
Where to start
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Updates, pictures, videoLong-form content, subject matter expert
Where to start
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Updates, pictures, videoLong-form content, subject matter expertShort public engagement, active audience
Where to start
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Updates, pictures, videoLong-form content, subject matter expert
DIY, Fashion and Cooking
Short public engagement, active audience
Where to start
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Updates, pictures, videoLong-form content, subject matter expert
DIY, Fashion and Cooking
Video channels and embedded video
Short public engagement, active audience
Where to start
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Updates, pictures, videoLong-form content, subject matter expert
DIY, Fashion and Cooking
Video channels and embedded video
Short public engagement, active audience
Where you are and what’s popular
Where to start
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Updates, pictures, videoLong-form content, subject matter expert
DIY, Fashion and Cooking
Video channels and embedded video
Short public engagement, active audience
Where you are and what’s popular
Online professional networking
Where to start
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Natural resources
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Does one of your team have:
Natural resources
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Does one of your team have:Large Twitter following
Natural resources
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Does one of your team have:Large Twitter followingEmail newsletter
Natural resources
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Does one of your team have:Large Twitter followingEmail newsletterPopular blog
Natural resources
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Does one of your team have:Large Twitter followingEmail newsletterPopular blogNews interviews
Natural resources
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Does one of your team have:Large Twitter followingEmail newsletterPopular blogNews interviews
Natural resources
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Does one of your team have:Large Twitter followingEmail newsletterPopular blogNews interviews
Natural resources
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Does one of your team have:Large Twitter followingEmail newsletterPopular blogNews interviews
Natural resources
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Does one of your team have:Large Twitter followingEmail newsletterPopular blogNews interviews
Natural resources
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Does one of your team have:Large Twitter followingEmail newsletterPopular blogNews interviews
Do you have:
Natural resources
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Does one of your team have:Large Twitter followingEmail newsletterPopular blogNews interviews
Do you have:Brochures
Natural resources
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Does one of your team have:Large Twitter followingEmail newsletterPopular blogNews interviews
Do you have:BrochuresBooks
Natural resources
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Does one of your team have:Large Twitter followingEmail newsletterPopular blogNews interviews
Do you have:BrochuresBooks Pamphelts
Natural resources
What is your #1 goal for social media?
Break
Class Examples
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3. High-value = _________.
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3. High-value = _________.
Consistent Twitter updates
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3. High-value = _________.
Consistent Twitter updatesBlogging weekly
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3. High-value = _________.
Consistent Twitter updatesBlogging weeklyExceptional email newsletter
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4. Measure
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4. Measure
Is traffic increasing?
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4. Measure
Is traffic increasing?Is engagement increasing?
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4. Measure
Is traffic increasing?Is engagement increasing?Do you have more customers?
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4. Measure
Is traffic increasing?Is engagement increasing?Do you have more customers?Are you selling more of items you mention?
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4. Measure
Is traffic increasing?Is engagement increasing?Do you have more customers?Are you selling more of items you mention?Do people seem “more aware” of you?
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Use the numbers
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Use the numbers
Google Analytics (website traffic)
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Use the numbers
Google Analytics (website traffic)Google Alerts (online mentions)
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Use the numbers
Google Analytics (website traffic)Google Alerts (online mentions)Sales Reports (what is selling well)
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Use the numbers
Google Analytics (website traffic)Google Alerts (online mentions)Sales Reports (what is selling well)Mentions on Twitter (who is talking about you)
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Use the numbers
Google Analytics (website traffic)Google Alerts (online mentions)Sales Reports (what is selling well)Mentions on Twitter (who is talking about you)Facebook Insights (what are your users doing)
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5. Focus
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5. Focus
What is working? What is not?
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5. Focus
What is working? What is not?Where should you increase investment?
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1. Goals2. Channels3. Valued Actions4. Measure5. Focus
