2.  Know and be an active part in the social landscape
 Move forward when aligned with prioritized business objectives
 Strategy before everything else. All tactics will come once the
overall strategy is in place
 Integrate social into company values and culture.
 High-performance execution
 Measure, analyze, optimize

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6. Big Picture
Remember: You are a Marketer. Not just a Social Media Marketer.

7. Solution Architecture and
Social Media Activation
Ongoing Advisory
Community/Hub
Activation
Strategy
Social Presence
Advocate/Community Activation
Conversation Integration
Strategic Planning

8. A baseline quantitative and qualitative assessment of brand, competitive
and category mentions and presences in the social mediasphere.

9. Conduct Interviews
•Internal stakeholders
Assess Social Media Readiness
•Determine internal needs, interests, requirements and limitations,
social media proficiency.
Reconcile POV’s
•Identify common threads among various stakeholders
•Draw insights

10. PAID MEDIA
Print, TV, Radio & Out
•
of Home
Physical
• Events
• In-Store Experiences
• Retail Shopping
• Word-of-Mouth
SOCIAL
Digital Virtual
NON MEDIA
OWNED MEDIA EARNED MEDIA
• Websites & Microsites • Social Networks
• Online Display • Photo/Video Sharing
• Search • Blogosphere
• Email Marketing • Influencer Engagement
• Branded Content • Microblogging
• Branded Community • Cons Generated Content
• Mobile Apps
• Virtual Worlds

11. Strategic
Framework
Long Term Near Term
Vision Action Plan
Development of strategic plan document that represents key insights, a 12-month
strategic vision/positioning, a strategic framework for the tactical plan, and a high level
roadmap that can be turned into a near-term plan.

12. All tactics should be aligned with overall business strategy and
goals - You can have the a crazy, sexy program idea – it means
nothing if it doesn’t service business objectives

13. Beware the Secret Language of Clients
Hidden agendas – always ask, “How is this program going to be really judged in
the C-Suite after we make these goals? What are they looking for that are
missing here?” There’s always an answer that points to a huge red flag.

14.  Regulated Industry #1
– Surprisingly Social Insurance Company
• Had it’s own SM division
• Culturally, mostly “in”
• Very successful national ad campaign
• Had run a number of programs with limited success
• Other divisions, influential to overall budget, not seeing strategic
direction, any ROI or accountability
• A lot of differing opinions on objects, goals, direction, etc. which no
one really communicated to each other.

16. Of course your fans are going to buy your products $%^ percent more than non-
fans. They already have!

17. Too many marketers are focused on engagement as an outcome – that’s just
table stakes.

18. Next level is driving your fans to action – polls, links, advertising

19.  Proctor and Gamble
 Coca-Cola
 McDonalds

20. Driving an individual’s action is good – what we really want is hot GROUP action.
Driving your customers to create customers - they buy, then tell their friends to
buy (and so on, and so on…)

22. Beware the Blah, Blah, Blah
We’ve all heard the crap about “if you build a Facebook Page, you build an army
of fans who will advocate for you for free!!” How’s that working for you?

23. Beware the You Talkin’ To Me?
The right Advocates are priceless. And it’s a job. Anytime you ask someone to
use their time for you, it’s worth compensation. You get paid for your work, so
should they.

24.  Empower Your Fans:
– Give them the tools to advocate for you – badges,
banners, avatars
– Use polls, caption contests and small scale
promotions to find the True Fans among your followers
– Highlight a Fan monthly on social presence
 Empower Your Employees
– Create a program for employees to contribute in a
powerful way, with content, updates, posts, etc.
– Highlight an artist monthly with their favorite tips and
products
– Updates as part of the Content Calendar so that no
duplicate content, etc. posts within that month

25.  Panasonic’s Living in HD Community:
– Initially created for LIHD families, then pushed to public
– Created a Content and Promotional strategy that extended
offline
– 450 during initial public month (April), was at 10,000 by June
– Social Momentum – Community Kate
– Content – Welcome Experience, Highlight Active Members
– Promotions – 30x30
– Events – SXSW
– Advocacy – LiHD Insiders

26. Case Study: Panasonic Living in HD
CES Influencer “In-Reach” Diggnation Lives in HD
“Organic” Content Creation LiHD “Insider”

28.  Ways to Connect:
– Twitter: jquig99
– Facebook/janequigley or /strategyjq
– www.janequigley.com