Americans spent 121 billion minutes on social media in the first part of 2012 alone. With so many new platforms popping up and masses of people young and old adopting social networking, what’s a time-strapped businessperson to do? Stacey King Gordon from Suite Seven leads a workshop to help you thoughtfully evaluate how to develop a sustainable and successful social media strategy. The days of being everywhere and everything to everybody are over. The workshop will look at optimal uses for social media channels and lead you through exercises to evaluate and plan for develop a social media presence that supports brand awareness and business growth. We will also look at how to measure results and build a framework that lets you stay nimble and tweak your approach for the best results.

1. @staceykgordon
@suiteseven

2. 2

3. 3

4. Our hyperconnected world
By 2015, devices will outnumber people by
2:1
By 2020, devices will outnumber people by
6:1
4
Nielsen’s Global Trust in Advertising Survey, 2012

5. Annual Internet
traffic will reach
more than
1 zettabyte
by 2015.
Cisco
5

6. We’re mostly using
social media.
6

7. Social
media
is the
1 of 5
minutes spent online is spent on social media
#1 82%
online of people age 15 and older have been reached
activity. by social media globally
3 of 4
minutes spent on social media is spent on
Facebook
7

8. En.Gauge Media
8

9. 39%
of time spent
on social media
is on mobile
9

10. “It seems like
everyone’s discovered
Pinterest this week!”
February 17, 2012
10

11. 1 in 5
women online are using Pinterest.
11

12. “Expect to see a
proliferation of
niche
social
networks
over the next 12
months offering
deeper
functionality and
greater
engagement.”
12
James Murray, Experian,

13. “Expect to see a
proliferation of
niche
social
networks
over the next 12
months offering
deeper
functionality and
greater
engagement.”
13
James Murray, Experian,

14. “Google is
making the
SEO industry
obsolete.
SEO will
be dead
in two
years. ”
Adam Torkildson,
SEO guru, in Forbes,
August 2012
14

15. We don’t have a choice about whether we do
SOCIAL MEDIA
The question is
HOW WELL WE DO IT
Erik Qualman, author of Socialnomics
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16. 16

17. Start with 2 social media
platforms.
• Target different customers with
different kinds of content.
• Piece together different facets of your
brand story.
• Builds visibility for your brand (because
you’re in more places).
• Lets you develop a rhythm, learn and
experiment without getting
overwhelmed.
17

18. S pecific
Set goals M easurable
for
social A ttainable
media.
R elevant
T ime-bound
18

19. We want to grow brand
S NO: awareness.
M YES We want to grow our
online followers by 50%
: this year.
A NO: We want to increase sales.
We want to foster 30% more
R YES repeat business among
existing customers in the
:
next 2 years.
T
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20. 20

21. • How old is she?
Your customer persona
• Where does she live?
• Does she have children?
• What does she do as a
career?
• What does she enjoy doing
in her spare time?
• What does she read and
watch?
• What else is she a fan of?
• What’s important to
her?
21

22. • She’s 38.
Your customer persona • She lives in Minneapolis.
• She has 2 kids.
• She is a pharmaceutical
sales rep.
• She loves cooking and
watching old movies.
• She’s a baseball fan.
• She loves designer shoes.
• She wants to enjoy life
and have fun with her
family. She wants to
make an impact in her
job.
22

23. Your customer persona
Where does she
hang out online?
23

24. Age Gender Household Income
18-29 86% Women 72% <$30,000 68%
30-49 73% Men 62% $30K-$49,999 62%
50-64 57% $50K-$74,999 69%
65+ 35% >$75,000 73%
Where They Live Education
Urban 72% High school 60%
Suburban 65% Some college 73%
Rural 63% College+ 68%
Pew Research Center’s Internet & American Life Project Omnibus Survey, 2012
24

25. Age Gender Household Income
18-29 19% Women 25% <$30,000 10%
30-49 19% Men 5% $30K-$49,999 15%
50-64 12% $50K-$74,999 23%
65+ 4% >$75,000 18%
Where They Live Education
Urban 13% High school 11%
Suburban 16% Some college 16%
Rural 18% College+ 20%
Pew Research Center’s Internet & American Life Project Omnibus Survey, 2012
25

26. Use that brain…
26

27. “We’re living in a time when we can
reach the world directly, without
having to spend enormous amounts
of money on advertising and without
investing in huge public relations
efforts to convince the media to write
(or broadcast) about our products
and services.
There is a tremendous opportunity
right now to reach buyers in a better
way: by publishing great content
online, content people want to
consume and that they are eager to
share with their friends, family, and
colleagues.”
David Meerman Scott
World Wide Rave
27

28. RULES OF
ENGAGEMENT
28

29. David Meerman Scott
World Wide Rave
29

30. 1
Think (and
communicate)
“different.”
30

31. Social media is a two-way
street.
“With everything you do in
Brian Solis, social media, you have to
author and participate in order to build
media strategist
bridges that connect people
and the company.”
31

32. • Join the community, and contribute
something to it. Be a generous
participant.
• Listen and provide feedback.
• Invite people to engage you. Ask
open-ended questions.
• Prompt people to talk back to you. Let
it be known that you’re ready to talk.
• Be ready for social media to become
a customer service channel.
• Be transparent, be human, be
yourself.
32

33. Listening
Use social media tools to research with
and better understand your customers.
Talking
Use social media to spread your brand
and company goals
People
Energizing
first, then Find your “unofficial” leaders and brand
technology. enthusiasts and use social media to
supercharge the power of their ideas and
Forrester Research, 2012
word of mouth.
Supporting
Set up social media tools to help your
customers support each other.
Embracing
Integrate your customers into the way you
do business and give them an avenue to
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share ideas.

34. 2
Use the 70/20/10 rule.
34

35. 70%
of your content should add value in some unique
or original way.
20%
should be content you share from others
(curated content)
10%
should directly promote your products
35

36. Figure out your
CONTENT MIX
36

37. • Quotes
• Articles
• Questions
• “Deep thoughts”
TEXT
• News
• Anecdotes
• Examples
• Product updates
• Sales/offers
37

38. People do read online. They just
read differently.
•Write to-the-point, action-oriented
content.
•Use a “human” and personal voice.
•Make it scannable.
•Write it so that people “get it” without
trying too hard.
•Be careful using too much shorthand
(LOLs), especially with older audiences.
38

39. • Photography
• Products
• People
• Places
IMAGES • Pretty/cool things
• Illustrations
• Cartoons
• Infographics
39

40. On Facebook, photos
attract 53% more “likes”
than text-only posts and
links.
Hubspot, October 2012
40

41. • Video
• Products
• People
• Activities/events
• Education
MULTIMEDIA • Fun things
• Stories
• Audio
• Interviews
• Podcasts/commentary
• Stories
• Music
• Animations
41

42. “Video is far and away a more powerful way
to tell the story … it’s the easiest thing to
share and consume in this lazy day and
age.”
Debbie Sterling, founder, GoldieBlox
42

43. 3
Create a calendar.
43

44. 3 important reasons to
use
a publishing calendar
1.See content holistically so you
can plan the right mix.
2.Develop a different approach
for each platform, to create
complementary content.
3.Establish a cadence and plan
proactively for upcoming seasons
and events.
44

45. 4
Make sure your images
are good-quality.
45

46. 46

47. Facebook
47

48. People are engaging with
brands the same way they
engage with friends.
40
of Facebook users follow a brand.
%
15
of those followers intend to make a purchase
48
%
from that brand within 60 days.
Scott Galloway, L2ThinkTank, on Mashable.com

49. Post regularly, but not too regularly.
•Ideal: 1x a day to 3-4x a week
•Not: less than 2x a week.
Design your business page.
Give your “fan club” special perks.
•Facebook-only sales
•Contests
•Sneak peaks or exclusives
Be truly social.
•Publish content that encourages
interactions.
•Talk back when followers talk to you.
•Address negative comments swiftly and
publicly.
49

50. 50

51. 51

52. 52

53. 53

54. Pinterest
54

55. Pinterest is highly influential
for consumers.
47
of U.S. online consumers have made a purchase
%
based on recommendations from Pinterest.
4X
more revenue per click is generated on Pinterest
than Twitter, and 27% more than Facebook.
55
Scott Galloway, L2ThinkTank, on Mashable.com

56. Post regularly, but don’t spam.
•Ideal: 5x-30x a day
Don’t just post product photos.
But when you do, make sure they link to the
right page on your website.
Follow others (including
“influencers”) and repin/like/comment
on their posts.
Be sure to attribute to the original source
and include the link to the corresponding
page.
Make your website Pinterest-friendly.
•Publish good-quality images on your own
website.
•Incorporate “Pin It” buttons.
56

57. 57

58. Mobile-friendly website
58

59. Make your website inviting for
social media users who click
through from a mobile device.
•Use a mobile plug-in.
•Don’t make the site too graphic-
intensive or make it too text-heavy.
•Get rid of Flash and Javascript.
•Simplify navigation.
•Use responsive design.
•Make your phone numbers clickable.
59

60. If you decide to start
blogging …
60

61. • Have a clear content plan and
calendar.
• Write from the heart, and be authentic
… people are more likely to read it.
• Be concise (i.e., short).
• Focus on catchy, descriptive
headlines.
• Be realistic.
• Cross-promote your content.
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62. Measurement
62

63. Pay attention to the stats that matter:
•It’s not about page Likes or followers,
it’s about engagement.
•At this stage, keep track of what content
gets most engagement: and repeat.
•Track how social media is driving traffic
to your website.
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64. IF YOU REMEMBER
NOTHING ELSE …
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65. Be patient.
Try stuff.
Watch and
adjust.
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66. Get the hang
of it, then
scale.
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67. THANK YOU!
www.suiteseven.com/wja
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