10 Essential Elements of a Mature Social Media Marketing Strategy Kent Lewis, Anvil Media Like many businesses, you now have active profiles on Facebook, Twitter, LinkedIn and YouTube. Similar to other marketers, you’re now measuring the impact of social media marketing on your bottom line. If you’re in the same situation as everyone else, you’re also asking, “What’s next?” Kent Lewis, President & Founder of Anvil Media, will outline essential elements of a mature social media marketing strategy—from philosophy to analytics. You'll discover the most effective best practices for high ROI social media campaigns, and see and real-world examples based on detailed research and 14 years of experience developing social media strategies for clients. You'll leave this session with a framework to develop, refine and improve the ROI on your social programs.

1. 10 Essential Elements of a Mature
Social Media Marketing Strategy
Presenter:
@KentLewis
President & Founder
www.anvilmediainc.com

2. Agenda
State of Social
10 Essential Elements of a Social Strategy
Employee Training & Tools
Looking Ahead
Resources

3. About Anvil Media
Anvil Media, Inc. is a digital marketing agency specializing in search
engine marketing (SEM) services including web analytics, site conversion
optimization, search engine optimization (SEO), pay-per-click (PPC)
management, mobile and social media marketing.

5. Benefits of Social Media
Gain industry and constituent insights
Provide affordable customer service
Create or extend brand awareness
Build community & thought leadership
Generate measurable top line revenue

7. Social Activity Expanding

8. So Are The Conversations

9. Social Tools For Business

10. Social Media As Customer Service

12. Measurement Methods

13. Who’s Tracking Social Media?
Percent of US Marketers who Track Social Media
-25.00% 0.00% 25.00% 50.00% 75.00%
Increase in friends/followers/fans 66%
Site traffic driven by social 60%
Mentions 39%
New leads generated 36%
Sales 29%
Key influencers and reach of messaging 26%
Duration of engagement of period of time 22%

14. Social Media Marketing Efficacy

15. Social Media Budget Trends

16. Platforms

18. 10 Essential Elements of an Effective
Social Media Strategy

19. 1. Philosophy
 Social Media Evangelist vs. Manager
 Audience segmentation
 Empathy, insights & action
 Authenticity, transparency & honesty

20. 2. Platform Optimization
 (Re)claim brands & trademarks
 Optimize each platform for visibility
 Track evolving platforms and features
 Develop & track relevant KPIs

21. 3. Voice
 Unique, Consistent & Relevant
 One vs. Many
 Minimize automation & cross-posting
 Consider “Social Brand Manager” role

22. 4. Content (Is King)
 Consistently high-value
 Original & unique
 Based on objectives & trends
 Incorporating reference points

23. 5. Generosity
 Reciprocation: likes, follows, mentions
 Sharing: industry news & trends
 Saying “Thanks” to fans & followers
 Pay it Forward!

24. 6. Velocity
 Balance between visibility & nuisance
 Schedule regular updates
 Post important content 2-4 times
 Utilize unique tracking URLs for testing

26. 7. Administration
 Privacy policy & legal disclaimer
 Properly secure profile access
 Properly secure profile data
 Prepare ORM contingency plan

27. 8.Training
 Create & share social media guidelines
 Leverage management tools (HootSuite)
 Involve key decision makers (HR, legal)
 Consider certification courses

28. 9. Commitment
 Internal (and external) resources
 Budget for marketing & maintenance
 Consistent dedication over time
 Maintain strategic direction & focus

29. 10. Critical Social Analytics
1. Conversions
2. Qualified Visitors/Fans/Prospects
3. Engagement Metrics
4. Overall Visibility and/or Sentiment

30. Employee Training & Tools

31. Sample Employee Guidelines
Be transparent, judicious, humble, human, professional, smart
Talk about what you know and add value; know your audience
Make it interesting, unique, remarkable, informative, fun
Think before you post or reply
Respect the privacy and opinions of others (even competitors)
Don’t pick fights, and be the first to correct your mistakes
Honor confidentiality, proprietary information & IP
Respect copyright, fair use and financial disclosure laws
Gain approval and cite your sources, before posting
Understand terms of service of social platforms
Leverage social media to increase, not decrease productivity
Report any policy violations to management

32. Solution: Hiring for Social Media
Ideal Education/Experience
Marketing and/or communications degree
Sociology or psychology or economics are helpful
Desirable Skills
Proficient written and verbal skills
Familiarity & experience with social/web platforms
Bonus Talents
High level of intuition and empathy (for customers)
Passion for all things internet & technology
Ability to gain insights from reams of data

33. Solution: Social Media Training
Finalize & distribute Social Media Guidelines
Incorporate training into on-boarding process
Mandate training for employees touching social
Select ambassadors for remainder of company
Provide initial training and professional development
Foster employee interaction with ambassadors
Empower ambassadors to host trainings
Share social results in company communications

34. Social Mention
 Individual searches or updates
 Tracks strength & sentiment
 Measures passion & reach

35. HootSuite
 Manage multiple profiles
 Schedule & measure tweets
 Integration with Google Analytics

36. Looking Ahead

38. Evolving Social Platforms

39. Timeless Parting Advice
Don’t criticize, condemn, or complain.
Give honest and sincere appreciation.
Arouse in the other person an eager want.
Be a good listener. Encourage others to talk about themselves.
The only way to get the best of an argument is to avoid it.
Show respect for the other person's opinions.
Never say "You're Wrong."
If you're wrong, admit it quickly and emphatically.
Dramatize your ideas.
Throw down a challenge.

40. Read articles & white papers in Anvil Resources section
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Read our blog or follow us on Twitter (@AnvilMedia)
Ask questions about social media, search or mobile marketing
@KentLewis
President & Founder
Anvil Media, Inc.
503-260-6700
kent@anvilmediainc.com