1. A Method to the Madness:
Creating Social Media Strategic Plans in 7 Steps

2. Social media is now the
MOST POPULAR
activity online

4. Social Networks Close the Gap

6. Stop Focusing on Tools

7. The Tools Always Change
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Share of Search - 1999
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8. 7 Step Process

9. 1. Build an Ark

10. 2. Listen

11. 3. What’s the Point?
Awareness? Sales? Loyalty?
Pick One.

12. Awareness Sales Loyalty
Repeat/
Unaware Aware Trial Advocate
Enthusiast

13. 4. Analyze Audiences

14. Age
Gender
Geography
Who Are They? Who Do They Use Social Media?

16. Map Demographics to Social Technographics

17. We’re Not All Spielberg

18. 1,961 Entries
300 Entries

20. 5. What’s Your One Thing?

21. Beware of the
Invitation Avalanche

22. Passion is the Fuel
of Social Media

23. What’s Your One Thing?
Apple = Innovation
Disney = Magic
Volvo = Safety
Canucks = The Cup
You = ????

25. Finding the One
Thing Isn’t Easy

26. It’s About People, Not Logos

27. 6. Build Home Base & Outposts

28. Create a Strategic Ecosystem

29. 7. Pick Success Metrics

30. Awareness, Sales, Loyalty Measures

31. Pick 3
Then See

32. Track Social-Specific Actions

33. Measure Behavior, Not Aggregation

34. Correlation vs. ROI
New Customers RSS Subscribers
FB Fans Inbound Links
Social Mentions
1500
1125
750
375
0
March April May June July August

35. The Goal is Not to be
Good at Social Media.
The Goal is to be Good at
Business, Because of
Social Media.

36. Jay Baer
Social Media Strategy
convinceandconvert.com
nowrevolutionbook.com
@jaybaer