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Social Media is for Lovers

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Social Media is for Lovers, SEO is for Suckers: Stop Guessing, Start Nailing Your Social Strategy Presented by Kristen Sussman President & Founder, Social Distillery @KrisSuss Social. Strategy. Delivered.
Agenda ü What’s  New  in  Social     ü Social  Strategy  &  Tac6cal  Implementa6on   ü 6  Requirements  for  Achieving  Social  Success     ü Measurement  &  Ongoing  Analysis   ü Tools  to  help  you  get  there   ü Where  it’s  all  Going   Social. Strategy. Delivered.
What’s new in the World of Social Media? Social. Strategy. Delivered.
Pinterest Launches March 2010 Social. Strategy. Delivered.
Timeline Introduced September 2011 Social. Strategy. Delivered.
Facebook Acquires Instagram April 2012 Social. Strategy. Delivered.
Social Business News Social. Strategy. Delivered.
Social Media & the FBI “…to enhance its techniques for collecting and sharing ‘open source’ actionable intelligence” Social. Strategy. Delivered.
From Theory to Practice: Let’s Talk Strategy & Tactics Social. Strategy. Delivered.
7 Business Objectives of Social Media 1.  Brand  Awareness   2.  Inbound  Marke6ng   3.  Community  Building   4.  Sales   5.  Reputa6on/Crisis  Management   6.  Customer  Service   7.  Market  Research   Social. Strategy. Delivered.
Applying Strategy Objective > Strategy > Implementation ü  Objec6ve:  Brand  Awareness   ü  Strategies  Used:   ü  Content  Marke6ng   ü  Corporate  Communica6on   Social. Strategy. Delivered.
Strategy: Content Marketing Sharing industry knowledge to build influence ü  Build  influence   ü  Build  community   ü  Increase  brand  reach   ü  Drive  traffic   ü  Proac6vely  ac6vate  engagement   Social. Strategy. Delivered.
Strategy: Corporate Communications Activate social presence to maximize reach ü  Addi6onal  voice   ü  Brand  posi6oning   ü  Increase  brand  reach   ü  Public  rela6ons   ü  Increase  visibility   Social. Strategy. Delivered.
Insights from the field: 6 Requirements for Social Success Social. Strategy. Delivered.
#1: Create a Plan •  An  editorial  calendar   ensures  appropriate   publishing  cadence       •  A  shared  calendar   enables  consistent   messaging,  with   more  impacYul   promo6ons   Social. Strategy. Delivered.
#2: Reach & Relevancy •  Create  content  that   resonates  with  your   community   •  Know  your  community  &   who/what  is  relevant  to   them   •  Use  proac6ve  &  reac6ve   engagement  to  increase   reach   Social. Strategy. Delivered.
#3: Creative Storytelling •  Use  crea6vity  to  tell   your  company  or   product  story   •  Maximize  your   marke6ng  impact   through  various  online   touch  points   •  Enable  extended   impact  by  repurposing   useful  content  collected   during  the  campaign     Social. Strategy. Delivered.
#4: Tactical Implementation •  Once  you’ve  created   great  content,  share   &  repurpose  it  in  as   many  relevant   loca6ons  as  possible   •  Keep  social  channels   consistent  with   companywide   communica6ons  &   overall  business   objec6ves   Social. Strategy. Delivered.
#5: Embrace Change Pinterest is now the Pinterest drives 3RD MOST POPULAR MORE REFERRAL social network TRAFFIC In the U.S. behind than Google+, Facebook and LinkedIn and Twitter. YouTube combined. Social. Strategy. Delivered.
#6: Learned Insights •  Use  collected  data  to  enable  new  insights   •  Turn  insights  into  useful  content   Social. Strategy. Delivered.
Measurement & Analysis Social. Strategy. Delivered.
Key to Success Plan   Implement   Measure   Execute  mul6-­‐week   Click  to  convert,  unify   Example:  Iden6fy  three   impressions,  reach,  top   campaign  with  scheduled   markets  to  target,  iden6fy   influencers,  click-­‐thru,  6me   content  dra_,  approved  and   influencers,  outline  a   of  day  and  message   published  at  op6mal   publishing  cadence  and   effec6veness,  response,   engagement  6mes  across  3   editorial  calendar,  determine   sen6ment  to  message,  6me   social  channels,  using  three   how  to  measure   on  site,  abandonment  on   voices   lead  form     Social. Strategy. Delivered.
Key Performance Indicators #1  Engagement:     Click,  share,  retweet,   men6on,  comment,  like     #2  Reach:     Number  of  impressions   &  poten6al  reach  of   your  message     #3  Ac2vity:     Number  of  pieces  of   content  published   Social. Strategy. Delivered.
Measurement & Communication Tools & technologies to help Paid:     •  Spredfast   •  Jive  So_ware  –  free   30  day  trial     Free:     •  Google  Analy6cs:   referral  traffic   •  Hootsuite:  clicks   •  Crowdbooster:  visual   informa6on   Social. Strategy. Delivered.
Where is it Going? Social. Strategy. Delivered.
Social. Strategy. Delivered.
Ques6ons?   Thank  You!   Contact:   Kristen  Sussman   ksussman@socialdis6llery.com   @KrisSuss   512.344.2015         Social. Strategy. Delivered.

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Social Media is for Lovers

  • 1.
  • 2. Social Media is for Lovers, SEO is for Suckers: Stop Guessing, Start Nailing Your Social Strategy Presented by Kristen Sussman President & Founder, Social Distillery @KrisSuss Social. Strategy. Delivered.
  • 3. Agenda ü What’s  New  in  Social     ü Social  Strategy  &  Tac6cal  Implementa6on   ü 6  Requirements  for  Achieving  Social  Success     ü Measurement  &  Ongoing  Analysis   ü Tools  to  help  you  get  there   ü Where  it’s  all  Going   Social. Strategy. Delivered.
  • 4. What’s new in the World of Social Media? Social. Strategy. Delivered.
  • 5. Pinterest Launches March 2010 Social. Strategy. Delivered.
  • 6. Timeline Introduced September 2011 Social. Strategy. Delivered.
  • 7. Facebook Acquires Instagram April 2012 Social. Strategy. Delivered.
  • 8. Social Business News Social. Strategy. Delivered.
  • 9. Social Media & the FBI “…to enhance its techniques for collecting and sharing ‘open source’ actionable intelligence” Social. Strategy. Delivered.
  • 10. From Theory to Practice: Let’s Talk Strategy & Tactics Social. Strategy. Delivered.
  • 11. 7 Business Objectives of Social Media 1.  Brand  Awareness   2.  Inbound  Marke6ng   3.  Community  Building   4.  Sales   5.  Reputa6on/Crisis  Management   6.  Customer  Service   7.  Market  Research   Social. Strategy. Delivered.
  • 12. Applying Strategy Objective > Strategy > Implementation ü  Objec6ve:  Brand  Awareness   ü  Strategies  Used:   ü  Content  Marke6ng   ü  Corporate  Communica6on   Social. Strategy. Delivered.
  • 13. Strategy: Content Marketing Sharing industry knowledge to build influence ü  Build  influence   ü  Build  community   ü  Increase  brand  reach   ü  Drive  traffic   ü  Proac6vely  ac6vate  engagement   Social. Strategy. Delivered.
  • 14. Strategy: Corporate Communications Activate social presence to maximize reach ü  Addi6onal  voice   ü  Brand  posi6oning   ü  Increase  brand  reach   ü  Public  rela6ons   ü  Increase  visibility   Social. Strategy. Delivered.
  • 15. Insights from the field: 6 Requirements for Social Success Social. Strategy. Delivered.
  • 16. #1: Create a Plan •  An  editorial  calendar   ensures  appropriate   publishing  cadence       •  A  shared  calendar   enables  consistent   messaging,  with   more  impacYul   promo6ons   Social. Strategy. Delivered.
  • 17. #2: Reach & Relevancy •  Create  content  that   resonates  with  your   community   •  Know  your  community  &   who/what  is  relevant  to   them   •  Use  proac6ve  &  reac6ve   engagement  to  increase   reach   Social. Strategy. Delivered.
  • 18. #3: Creative Storytelling •  Use  crea6vity  to  tell   your  company  or   product  story   •  Maximize  your   marke6ng  impact   through  various  online   touch  points   •  Enable  extended   impact  by  repurposing   useful  content  collected   during  the  campaign     Social. Strategy. Delivered.
  • 19. #4: Tactical Implementation •  Once  you’ve  created   great  content,  share   &  repurpose  it  in  as   many  relevant   loca6ons  as  possible   •  Keep  social  channels   consistent  with   companywide   communica6ons  &   overall  business   objec6ves   Social. Strategy. Delivered.
  • 20. #5: Embrace Change Pinterest is now the Pinterest drives 3RD MOST POPULAR MORE REFERRAL social network TRAFFIC In the U.S. behind than Google+, Facebook and LinkedIn and Twitter. YouTube combined. Social. Strategy. Delivered.
  • 21. #6: Learned Insights •  Use  collected  data  to  enable  new  insights   •  Turn  insights  into  useful  content   Social. Strategy. Delivered.
  • 22. Measurement & Analysis Social. Strategy. Delivered.
  • 23. Key to Success Plan   Implement   Measure   Execute  mul6-­‐week   Click  to  convert,  unify   Example:  Iden6fy  three   impressions,  reach,  top   campaign  with  scheduled   markets  to  target,  iden6fy   influencers,  click-­‐thru,  6me   content  dra_,  approved  and   influencers,  outline  a   of  day  and  message   published  at  op6mal   publishing  cadence  and   effec6veness,  response,   engagement  6mes  across  3   editorial  calendar,  determine   sen6ment  to  message,  6me   social  channels,  using  three   how  to  measure   on  site,  abandonment  on   voices   lead  form     Social. Strategy. Delivered.
  • 24. Key Performance Indicators #1  Engagement:     Click,  share,  retweet,   men6on,  comment,  like     #2  Reach:     Number  of  impressions   &  poten6al  reach  of   your  message     #3  Ac2vity:     Number  of  pieces  of   content  published   Social. Strategy. Delivered.
  • 25. Measurement & Communication Tools & technologies to help Paid:     •  Spredfast   •  Jive  So_ware  –  free   30  day  trial     Free:     •  Google  Analy6cs:   referral  traffic   •  Hootsuite:  clicks   •  Crowdbooster:  visual   informa6on   Social. Strategy. Delivered.
  • 26. Where is it Going? Social. Strategy. Delivered.
  • 28. Ques6ons?   Thank  You!   Contact:   Kristen  Sussman   ksussman@socialdis6llery.com   @KrisSuss   512.344.2015         Social. Strategy. Delivered.