Running your social media strategy in an hour a day interbike 2011

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Running Your Social Media Strategy In An Running Your Social Media Strategy In An Running Your Social Media Strategy In An Running Your Social Media Strategy In An Hour A Day Hour A Day Hour A Day Hour A Day

September 13, 2011

Creative Business Consulting Group www.cbc-group.net617-437-9191

There are Bigger Things to Fear Than Social Media!

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�25 + Years Retail Industry

Experience

�Fortune 100 Senior Sales and

Marketing Executive And Small

Business Strategist

�Experienced Retail Strategist And

Marketing Executive

�Helping Retailers Of All Size Design

Successful Social Media Campaigns

Since 2008

But Why Listen To Me?


• 49% of Respondents Say They

Give Advice to Others, Motivated by

a Feeling of Solidarity With Other

Shoppers

• 59% Believe They Have an

Advantage Over Manufacturers or

Retailers Because the Internet

Allows Them to Seek Other

Opinions

• 25% Are More Likely to Seek

Others' Opinions Now That Social

Networking/online Communities Are

Available

Source: Yahoo

Word of Mouth Within “Communities” Is Swaying Purchase Decisions More Than Ever Before

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Is Your Marketing Working Effectively To Connect With Customers?


Seminar Objectives

�Strategies For Creating An Effective Social Media

Marketing Strategy

�Time Management Tools To Maximize Your

Participation With Social Media

�Sample Planning Guides For Social Media

Interactions

�Content Tips For Engaging Repeat Visits To Your

Social Networking Sites

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Did You Know?

25% Of All Time Online

Is Spent Using Social

Media (35 Min Day)

Consumer Trust Is Central To The New Media Model


Planning Is Prospering: 60 Minutes To Achieve Social Media Success

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POST Tactics Will Help Align Your Time Spent on Social Media to Best Achieve Marketing Goals

People

Assess Your Customers’ Social Activities

Objectives

Decide What You Want To Accomplish

Strategy

Plan What To Say And How Your Interactions With Customers Will Change

Technology

Decide Which Social Technologies To Use


Shoppers Are Increasing Interacting With Retailers Via Social Media

People

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Strategy Formation Starts With Understanding Where Your Customers Are And What They SayStart By Assessing Where You Should Be

Participating And Where The Biggest

Opportunities Exist

Where Do Your Current And Potential

Customers Participate?

Listening Will Give You A Good Idea Of:

� What’s Being Said About Your

Company Online

� Where Messages Are Posted

� Where Users Spend Time

� How Much Is Being Discussed

Don’t Forget To Assess How Your Competitors Are

Participating In Social Media

People


� Google Alerts emails you whenever a chosen keyword is mentioned in any form of online content

� Google Blog Search scans the blogosphere for any keyword or phrase you input.

� Twitter Search scans all Twitter posts for your selected keyword or phrase

� SiteVolume reports how often keywords or phrases appear on Twitter, Digg, MySpace,

YouTube and Flickr

� SocialMention enables you to search keywords and phrases by specific channel category (blogs,

images, news,video, etc.), or as a whole, and to

receive email alerts when a new mention is posted

People

Key Listening Tools

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Define Objectives and Strategy – Establish Clear,

Quantifiable Goals

Objectives

•What Are You Looking To Get Out Of A

Social Media Marketing Program - Today

And In The Future?

•What Steps Do You Need To Take To

Make It Happen?

Consider How To:

�Expand Brand Or Product Awareness

�Build Or Enhance Brand Community

�Engage Fans And Convert Them To

Customers

�Improve Customer Satisfaction


Objectives

•Xxx

•Xxx

•xxx

Determine Social Media Goals And Objectives Based On Business Goals And Capability

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Decide Where to Concentrate Your Efforts

Strategy

� You Can’t Be Everywhere At Once – Start Slowly And Build

� Don’t be Overwhelmed; Avoid Paralysis By Analysis

� Start With One Social Media Program (I.E. Facebook)

� Learn The Basics

� Layer In More Functionality

� Incorporate Time Saving Applications

� Use Younger Employees (Or Children) To Mentor You

� Integrate Additional Social Media Application When You Are

Ready

� Listen In On Social Search Sites (I.E Yelp!) And Start To

Participate


Strategy

Choose Appropriate Social Media Applications Based on Customer Criteria and Strategy

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Creative Business Consulting Group www.cbc-group.net

Technology

Scheduling Tools Will Improve Productivity And Ensure Consistent Engagement

• Tweet Deck

www.tweetdeck.com - Desktop

Application That Shows Twitter,

Facebook, Search And Followers On

One Screen

• Sendible

www.sendible.com - Links Multiple

Social Media Applications From One

Desktop Application. Allows For

Scheduling of Future Posts.

Technology

• Hootsuite

www.hootsuite.com - Desktop

Application That Links Twitter,

Facebook, Search And Followers

On One Screen

• Friendfeed

www.friendfeed.com - Connects All

Social Media Applications From

One Desktop View


Technology

Mobile Technology Can Improve Efficiency And Responsiveness When Out Of The Store

Technology

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Plan Your Participation On A Weekly Basis And Then Break Into Manageable Daily Efforts

xxx

Time Management


How Often You Connect With Customers Will Improve Your Effectiveness With Social Media

Time Management

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Time Management

Use A Social Media Planning Calendar


Weekly Planning Should Incorporate A Variety Of Sites, Topics And Posting Categories

The Desired Outcome Is An Integrated Campaign Focused On A Central

Theme That Engages Customers Across A Range Of Relevant Applications

New Equipment FB only Contest

Blog Post You Tube Facebook Facebook Facebook Facebook Facebook

Twitter Reply to Fans Twitter Twitter TwitterTwitter

Reply to Fans Twitter Reply to Fans

Reply to Fans

Reply to FansReply to Fans

Link to WebsiteFacebook Link to Website

Theme: Fall Bicycle Riding September

Sept 18 Sept 20 Sept 21 Sept 22 Sept 23 Sept 24

SaturdaySunday Monday Tuesday Wednes Thursday Friday

Sept 19

How To Video Weekend Rides Why Bike In Fall Cust SurveyFall Quote

Time Management

Email Newsletter

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• Answer The Question, “What

Does My Audience Need?”

• Remember the 40/30/30 Rule

• Ask A Question Or Explain

What’s Coming Next; Don’t

Just Attach Links

• Ask Opinions; Involve Your

Fans

• Provide Useful Information.

Give Advice, Blog Posts,

Pictures, Etc.

• Share Your Brand Personality

Providing Entertaining And Enlightening Content Will Inspire Your “Community”

Content Management


Make Your Content Interesting; Your Customers Are Looking For Entertainment

Content Management

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Creative Business Consulting Group www.cbc-group.netPhiladelphia Gift Show July 2010

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Running your social media strategy in an hour a day interbike 2011