Building an effective social media presence does not start with creating a blog or Twitter profile. Businesses that are serious about and committed to a social media approach that serves the business need to create a roadmap that begins with an understanding of audience, goals, what will be said, and what will be measured... a Social Solution Suite.
7. XYZ Company?
Oh yeah. I can
tell you all about
them.
“Brands are built on what people are saying
about you, not what you’re saying about
yourself.”
- Guy Kawasaki
11. Fear Trust Control
Is social media a waste of time and money?
Once information is “out there” it’s impossible to roll back!
We’re losing control of our messaging.
The distinction between “inside” and “outside” dissolves.
Our employees would spend all their time on Facebook!
Are these new tools reliable and safe?
Are these new collaboration models any better?
16. How personal brands can help build
your organizational brand
Publicity & Awareness
Organiza5on’s Credibility
Humanizes Your Company
17. SOCIAL SOLUTION SUITE
A set of social media channels and the means of
measuring actionable outcomes so that you can
adjust your market messages to best effect and
maximize your Strategic Objectives
23. Who do you want to reach?
• Customers
• Top influencers
• Potential employees
• Your employees
• Potential partners
• Investors
24. What do they want?
• Real conversation
• New ideas
• Analysis
• Humor / wit / fun
• Attention
25. What action do you want them to take?
• Comment
• Follow / friend / connect
• Link / review / recommend
• Buy
• Hire
• Meet
• Partner
• Change a perception
• Engage!
26. How did this social media campaign change the brand?
27. What are your building blocks?
is for Brilliant
is for Agile is for Customer‐Friendly
28. What are your building blocks?
Great story Great story Great story
demonstra5ng demonstra5ng demonstra5ng
agility brilliance customer service
is for Brilliant
is for Agile is for Customer‐Friendly
31. Building the brand
Corporate communications
via social media and other
marketing & PR
Your
Foundational
Qualities
32. Building the brand
What you convey face-to-face
Corporate communications
via social media and other
marketing & PR
Your
Foundational
Qualities
33. Step by Step: Getting Started
• What is the right channel for me?
– Demographics
– Writing, long or short?
– Pictures
– Audio
– Video
• One or many channels?
• How often is normal?
50. Measuring Your Investment
Unique visitors
Pages visited
Time on site
Bounce rate
Posts
Comments
Post: Comment ratio
Search engine ranking Sentiment
Reviews
Recommendations
Referrals
Tweets
Retweets (RTs)
Mentions
Connections
Followers
!"#
51. Some Free Tools
• Google Analytics / Woopra
• Google Alerts
• HootSuite, Tweetdeck
52. Strategy is only a system of
options since only the beginning
of any ... operation is plannable.
No plan survives contact with
the ... [customer/market ].
54. Take Aways
• Social media is a visible, practical way to establish
brand
• It only works in conjunction with other marketing
and branding activities
• Start with stories that exemplify what the
organization stands for professionally
• Measure your efforts critically and adapt
55. How to plan for an audience
How to prepare your company
Social media plan execution
Measuring the results
socialsyntax.net
Notes de l'éditeur
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Not just what you say, but demonstrated consistency of behavior.\n
Not just what you say, but what others say about you.\n