Social Media Strategy Certification

Social Media Strategy
Certification
Murray Izenwasser

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(Biztegra). Permission is granted for this material to be shared for
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SOCIAL
MEDIA
STRATEGY
CERTIFICATION

Go ahead and follow me.
I’ll wait.
@murrayiz
Murray Izenwasser
Strategy Practice Lead, Founder,
Biztegra
Murray@biztegra.com
561.452.2662
www.linkedin.com/in/murrayiz/

We Keep Hearing The Same Things:
Traditional
marketing
is not
driving
growth like
it used to.
But we don’t
know how to
harness and
leverage
those
relationships
to drive
revenue.
We know
there is
value in
this ‘social
stuff’ and
we’ve
invested
in it.

Part 1: Main Themes
Social Media is Not What You
Think It Is
Find the Natural Cadence of
Your Organization / Business
Change Your Approach
It’s All About Your Goals
Marketing Is About
Engagement … But It’s Really
About Search and
Discoverability …And Revenue

IT WAS ABOUT THE TV MODEL ...
In the Old World

…was All About The Product…

…To Get
Our
Attention
…And Interrupted…

What You Should Be Talking
About
Your Business
Your Customers
and Competitors
Your Brand and
Your Products
And How to Market
and Sell in a
“Social” World

So What Are the New Rules?
YOUR CUSTOMER REALLY DOESN’T LOVE YOU ANY MORE
(IF THEY EVER REALLY DID)

Traditional Marketing
• One way (Brand  Customer)
• Push and Interrupt
• Brand Generated Advertising
BRAND
Image & Reputation
DIRECT
Lead Generation

SOCIAL
Engagement & Loyalty
Social Media:
• Multi-way (Brand  Customer)
• Brand and User Generated Content
• Participatory
BRAND
Image & Reputation
DIRECT
Lead Generation

SOCIAL
Engagement & Loyalty
BRAND
Image & Reputation
DIRECT
Lead Generation
Social Marketing:
• Multi-way (Brand  Customer  Customer)
• Participatory

BRAND DIRECT
SOCIAL
Image & Reputation
Lead Generation
Engagement &
Loyalty
Integrated Marketing:
• Multi-way (Brand  Customer  Customer)
• Participatory
• Integrated Across Channels

IS MAKING
Mistakes Everyone
The One or Two

Viewing Social Media as the Strategy
Mistake #1:

Mistake #2:
Starting at the
Wrong End

(no-one would say this)
“Today, I’m gonna print
1 million
post cards and mail them out.”

You should
never have to
ask
What do we do now?

YOU ARE
DOING
SOMETHING
WRONG!
IF YOU EVER HAVE

DOES A SOCIAL
MEDIA
STRATEGY
EVEN EXIST?

Tactic
Goal
Strategy
Campaign
You Need to Start Here
Don’t Start HereThis is Not a Social Media Strategy

No Matter How Much She Believes, There is No Such Thing …
… AS A UNICORN

No Matter How Much You Believe, There is No Such Thing …
… AS A SOCIAL MEDIA STRATEGY

Integrated
Marketing
Program
What Your
Business Does
/ Industry?
How Are You
unique?
Your Brand?
Business
Goals?
Specific &
Measurable
Current
Strategy?
Different than last
year’s?
Current
Marketing
Programs /
Campaigns?
Your
Customers?
Geographic
Demographic
Psychographic
Your
Competition?
You Need This…

… To Be Able To Get To This!

You Need To
Align
organizational goals
marketing strategies
social programs
1
2
3

1. Take A Look At Yourself,
Customers, Competitors
2. Figure Out Your Sales
Cycle
3. Current Media and
Programs
4. Media and Program
Opportunities
5. Main Themes
5 Steps
To Getting
Started

Why is the
most
important
question!

Integrated
Marketing
Program
What Your
Business Does
/ Industry?
How Are You
unique?
Your Brand?
Business
Goals?
Specific &
Measurable
Current
Strategy?
Different than last
year’s?
Current
Marketing
Programs /
Campaigns?
Your
Customers?
Geographic
Demographic
Psychographic
Your
Competition?
Start With This…

Activity
Organization, history
• Current Organizational Structure / Org Chart / Key
Personnel
• Organizational History
• Recent Events / New Changes / Future Organizational
Structure
Business goals, direction & strategies (forward focused)
• What are the specific overall business goals?
• What strategies are being implemented currently to
achieve those goals?
• What are the quarterly, one-year and three-year
goals? What results are expected?
• What are sales and revenue goals?
• What has marketing budget been historically?
• What key metrics have been used to determine
success in the past? Are those the same for the
future?
• How does organization view what market share is?
• Historically, what were the most successful
<products>?
Marketing
• Describe the approach to current marketing programs
for recent <products>
• List all marketing programs for recent <products>
including both online and offline components (print,
broadcast, search, email, web, social, event-based,
etc.)?
• Is there a brand positioning document for these?
• Is there a customer ‘persona’ available for each?
• What does the persona ‘look like’ from a
demographic, geographic, psychographic
perspective? Is there any consumer research
available?
• For each, what are the current
• Web sites?
• Social platform accounts / pages?
• Who are the main competitors for each?
• How are they the same?
• How are they different?

COMPETITIVE
SNAPSHOT
AND REVIEW

And Now What?
Flickr / @boetter

Change
your
thinking.
You Need To…
Flickr / @boetter

… The Natural Cadence
Of Your Business
… The Natural Cadence
Of Your Business
You Need To Find …
flickr.com/ jenny downing
An Important Concept…

MARKETING
MODEL
MODERN STRATEGIC

•Website Optimized
•Analytics / Measurement
•Reporting
•Listening
•Email Programs
•Search / SEM / SEO
•Affiliate Programs
•Direct Response
•Broadcast
•Print
•Public Relations
•CRM
Before You Get Started
You have running at 100%

1. Take A Step Back
2. Take a Look Around
3. Fix Up The House
4. Natural Cadence and Content
Generation
5. Listen, Monitor, Measure, Report
6. Enhance Existing Programs
7. OnGoing Engagement & New
Platforms
8. Evaluate
9. Shift and Improve
8 Steps
To Getting
Started

Questions?
Let’s Take a Break

History
Mistakes
Is There Such a Thing as a Social Media Strategy?
Organizational Overview
Competitive Snapshot
Sales Cylinder
Owned, Paid, Earned Matrix
Themes
Organizational Cadence
Modern Strategic Marketing Model

Part 2 & 3: Where Should you be
Focusing?
Platforms
Listening Station
Metrics, Analytics & Reporting
Website
Content
Social & Mobile
Listening, Monitoring,
Reporting

Facebook
Twitter
LinkedIn
Google+
YouTube
Blog
Pinterest
Instagram
Tumblr
Vine
Main Platforms

ARTS
ArtSlant
deviantART
Humble Voice
MyArtInfo
PhotographyVoter
Virb
BOOKMARKING
AllMyFavorites
Backflip
Blinkbits
Blinklist
Blogmarks
Blummy
BuddyMarks
BookmarkTracker
ChangeToLink
Chipmark
del.icio.us
De.lirio.us
Diigo
Dogear
Favoritoo
Feedmarker
Foxmarks
FreeLink
Furl
GiveALink
Hyperlinkomatic
iKeepBookmarks
Jack of All Links
Lilisto
LinkaGoGo
Linkatopia
Linkroll
List Mixer
Lycos iQ
Ma.gnolia
Mister Wong
Mobilicio.us
MyBookmarks
MyHq
Mylinkvault
MyPip
My Stuff
MyVmarks
Namakkal
Netvouz
Online Bookmark
Manager
OnlyWire
Oyax
Shadows
Simpy
SiteBar
SiteJot
Snipit
Socializer
StartAid
Stufflinker
Sync2it
SyncOne
Turboclip
Windows Live
Favorites
WireFan
Zurpy
CARS AND AUTO
AutoSpies
Boompa
Car Community
CarDomain
Motorpulse
CONNECTING WITH
FRIENDS
Classmates
ConnectU
Friends Reunited
Graduates
Meetup
MyYearbook
Reunion
SKOUT
CONSUMER
REVIEWS
Cork’d
Chowhound
Epinions
RateItAll
Yelp
COOKING/FOOD
All Recipes Barmano
FohBoh
Kitchen Bug
WineLifeToday
CULTURES/FOREIGN
LANGUAGES
Acelerame
Amina – Chechen
Republic
Black Planet –
African American
ClubGh – Ghana
Hyves – Dutch
IRC Galleria – Finland
iWiW – Hungary
IndianPad
LunarStorm –
Sweden
MiGente – Latino
Mixi – Japan
Nexopia – Canada
Playahead – Sweden
Scoopeo – French
StudiVZ – German
students
Wamba – Spanish
social network
Yigg – German
DATING
Bachelor Place
Chemistry
Crush or Flush
Cupid’s Lab
Flirtomatic
LoveandFriends
OkCupid
SpeedDate
WooMe
EDUCATION/BOOKS
BookCrossing
Bookins
BookMooch
BookSwim
Carmun
Citeulike
Connect via Books
Curriki
Good Reads
LibraryThing
PaperBackSwap
qoolsqool
Read It Swap It
Shelfari
We The Teachers
EVENT PLANNING
Socializr
Zoji
FAMILY
Amiglia
Babbiz
CafeMom
Eons
Family 2.0
Family Den
Famiva
Geni
Genoom
GreatSchools
Kinzin
MomJunction
MothersClick
Moxie Moms
MyFamily.com
Parentography
TheFamilyPost
WebBiographies
FASHIONCLOTHING
Chictini
Springleap
Stylehive
Threadless
FINANCE
Tip’d
GAMES
Gaia
Game Diggity
GuildCafe
WeeWorld
GENERAL
NETWORKING
AIM Pages
Badoo
Bebo
CyWorld
EarthFrisk
ECpod
Facebook
Faves
Friendster
Grono
Hi5
iBritz
LiveJournal
Lovento
Multiply
MySpace
MyWebProfile
NetFriendships
Netlog
Orkut
Passado
Plaxo
Skyrock
Tagged
Tribe
Trig
Windows Live Spaces
Yahoo! 360
Zaadz
HEALTH/MEDICAL
DailyStrength
DrConnected
Health Ranker
icarecafe
MyPharmaNote
Sanewire
Sermo
Walker Tracker
Who is Sick?
KIDS
imbee
KidLinks
INTERNET
MARKETING
Gooruze
PlugIM
Sphinn
LINK/WEBSITE
SHARING
Ensiting
Faves
StumbleUpon
TagTooga
Trailfire
MICROBLOGGING/I
M/MOBILE
BeeMood
Feecle
FlickIM
Frazr
IMified
Jaiku
Komoo
loopt
mbuzzy
Numpa
Pownce
Radar
Robisz
Rummble
Twitter
Zannel
MOVIES
Filmcrave
Reelempire
MUSIC
10Tune
Buzznet
Fuzz
JamNow
Jango
Last.fm
MOG
Purevolume
Soundpedia
thesixtyone
NEWS
Blog Engage
Blogg-Buzz
BloggingZoom
BlogsVine
BookmarkUs.net
BuzzFlash
Content Pop
Digg
Fark
Hubdub
Mad or Love
Mixx
NewsCloud
NewsHeat – Politics
Newsvine
NowPublic
Plime
Propeller
RawSugar
Reddit
Shoutwire
Stirr’d Up
Tagza
Wobblog
Zoomit (Canada)
PETS
Catster
Dogster
Fuzzster
MyCatSpace
MyDogSpace
PetSide
PetZume
Pikapet
UnitedDogs
PHOTO SHARING
eSnips
Flickr
Fotki
Fotolog
Linkinn
My Opera
Photbucket
Picli
Tagmee
Text America
Zoomr
POLITICS
Carnival of Politics
POP CULTURE
Lipstick – Celebrity
Showhype
PROFESSIONAL
APSense
Biznik
CitiAlly
Cofoundr
CompanyLoop
DoMyStuff
Doostang
Ecademy
Fast Pitch
JASEzone
KillerStartups
Konnects
Lawyrs
LinkedIn
MeetIn
MyCareer.ge
Naymes
NetHooks
Ryze
Small Business Brief
StartupNation
Startupping
Synergy Street
Tapped In
Upspring
Venture Capital
Network
Xing
Ziggs
REAL ESTATE
Puurple
Trulia
Zillow
RELIGIOUS
Blessedit
GospelShout
MyChurch
Tangle – video
sharing
Xianz
SHOPPING
AgentB
BiddingBuddies
Deal Comet
Dealigg
Iliketotallyloveit
Judy’s Book
OSoYou
ThisNext
Yub
Zebo
SOCIAL ACTION
Care2
Hugg
Planet Change
TakingITGlobal
SPORTS
Armchair GM
Ballhype
eFans
FanNation
Fanspot
GymMeet
KeeCricket
Joga – Soccer
(Football)
Prep Champs
ScoreGuru
SportsFlip
Sportsvite
Takkle – high school
sports
SportsCast
Strands
TECHNOLOGY
Design Bump
Design Float
DesignRelated
DevelopersNiche
DNHour
DotNetKicks
Dzone – Developers
Earner’s Club
Hacker News
Hosting Bookmarks
Pixel Groovy
Slashdot
Tweako
SWiK
WPscoop
TEEN
eCRUSH
eSpintheBottle
Piczo
Profile Heaven
Sconex
Student.com
Stardoll
Teenwag
TRAVEL
Couch Surfing
EveryTrail
GeckoGo
Groople
Gusto
TravBuddy
Travellerspoint
TrekCafe
Trip Advisor
TripUp
WAYN
Woophy
VIDEO SHARING
Broadcaster
Panjea
Revver
Tubearoo
Viddler
Video Bomb
Video Sift
Vimby
Xillian TV
YouTube
WOMEN
Kirtsy
PNN
SurgarLoving
MISCELLANEOUS
9rules
43 Things
Beautiful Society
Clip Clip
ChickAdvisor
Clipmarks
Clipstar
Clubnet UK
Consumating
Dandelife
Dawdle
Daytipper
Digglicious
DigStock
DontStayIn
EnergyPeopleConnec
t
Experience Project
Faceparty
Faqqly
Ficlets
Flixster
Freagle
Gather
Global Voices
GoLark
GreekStrength
Hypediss
I Am Bored
Jambo
JetEye
LinkFilter
Listible
Match A Dream
Neighborrow
Ning
Outside.in
Product Clash
Prosper
Recruiting.com
Scoop.at
Searchles
SEO Tagg
Shared Confession
Spout
Squidoo
StoryLink
Sydney Networkers
Tipstrs
Tribe
Truemors
Value Investing News
Vampire Freaks
Velospace
WeGame
Wists
http://traffikd.com/social-media-websites/

(Social)
Marketing
Program
Goals
Concept
…
What Your
Business Does
/ Industry?
How Are You
unique?
Your Brand?
Business
Goals?
Specific &
Measurable
Current
Strategy?
Different than last
year’s?
Current
Marketing
Programs /
Campaigns?
Your
Customers?
Geographic
Demographic
Psychographic
4 – 5 Top
Competitors?
You Should Already Have This…

It’s (Still) All About Your Site

Source: http://www.firstscribe.com/

Mobile / Responsive Design
Catalog, Cart, & Checkout – multi device
Email Registration
Social Integration
Engagement & Content
On-Page SEO
User Centric Navigation
Website - Considerations

Responsive Website?
Not Responsive!

Responsive Website!
Responsive!

• Responsive Web
Design (RWD)
• Dedicated Mobile
Site
• RESS
Responsive Website
http://sixrevisions.com/design-showcase-inspiration/responsive-webdesign-examples/
http://sixrevisions.com/mobile/methods-mobile-websites/

“Standard” SEO Items
Optimize Titles & URLs
Meta: Description
Headings
CSS
Images & Multimedia
Domain Information
URLs / Structure
Keywords
Long Tail
Content
Internal Links
Website – On-Page SEO

Advanced(?)
1. Use Structured Data
• www.schema.org
• http://www.google.com/webmasters/tools/richsnippets#
2. Set Up Authorship
Website – On-Page SEO

INTEGRATION & GOALS
(WILSON CASE STUDY)

Wilson
Case
Study
© 2011 Biztegra Partners – All Rights Reserved - Do Not Reproduce

Wilson Case Study

Wilson Case Study
• Results

Online
Advertising
TRADITIONAL & SOCIAL

Advertising: Search, Display & Social

• Facebook
• LinkedIn
• Twitter
• YouTube

• Facebook
• LinkedIn
• Twitter
• YouTube
On-Platform Advertising
Facebook
LinkedIn
Twitter
YouTube

My Favorite Author
I Was Targeted!

Flickr / dicktay2000
Go Big! Go Viral!

YOUTUBE IS THE…2ND LARGEST SEARCH ENGINE
3RD MOST VISITED SITE
YOUTUBE IS THE…

Video and Search
What 1 Little
Video Can Do…

“Author Video” Generation Results
~ 140 videos
39,000 video views
(YouTube)
Sales directly attributable to YouTube
(Direct & Assisted)

1
2
3
4
5
7
6
8
9
10
Social PR

Facebook
Twitter
LinkedIn
Google+
YouTube
Blog
Pinterest
Instagram
Tumblr
Main Platforms

LinkedIN
LINKEDIN
Still really about recruiting
Can be used for good B2B Marketing
Page/employees give face to brand
Growth as a business info source
Professional attribute targeting
Video/Slideshare integration
Interesting sales toolkit
Don’t try to limit personal content

FACEBOOK
Best community interaction platform
Lots of engagement tools
Best social graph reach
Strong advertising
Don’t be boring
Don’t over-manage, Let them talk

Who are you actually competing with?

Twitter
TWITTER
Great content sharing
Great for time-sensitive info
Natural customer service channel
Supports daily/weekly campaigns
Promotional tools getting traction
Don’t use as just a “push” channel
Make sure you listen and respond

YouTube

YouTube
YOUTUBE
Use as an audience builder
Leverage for improved SEO
Push people to website
Have calls to action
Exploit One Channel Design
Use paid views to build
Don’t just do ads

GOOGLE+
It’s Google...
Better discovery in search
Hangouts on Air – Integration to Youtube
+1s
Community interaction growing

PINTEREST
Great vehicle for visual content
People like curated collections
Can really impact SEO & Traffic
Good conversion rates
Don’t let it go stale

INSTAGRAM & VINE

LOCATION BASED (?)

NEW PLATFORMS!

Listening, Monitoring, Analytics

Brands
Industry
Niches / Topics
Books
Authors
Influencers
Set up Alerts
Identify Blogs
Identify Forums
Platform Searches
Listening Station
Listening
Google Alerts
Google Reader
Twitter Search
Hootsuite / Tweetdeck
Listening Tools: Sysomos, Radian 6, etc.

Insights
• Create a Dashboard
• But What Are You Actually Measuring?

INFORMATION (leads to Insight)
Gives Us a view of Data that allows
us to make decisions based on
where we want to be (Context)
where we came from (History)
where/who we are (Relevance).
Data
Context
Relationship to
PROGRAMS
History
Relationship to the
PAST
Relevance
Relationship to
Someone’s
JOB

Activity
Engagement
Conversion
Performance
Reporting, As A Business Driver

Reporting, As A Business Driver
(Activity) x
(Engagement) x
(Conversion) =
(Performance)

Track Everything
• Landing Pages
• Bitly.com
• Google Link Generator
• Schedule Posts
• Buffer
Tools

Here’s Your Magic Bullet
(There Isn’t One)

Final Thoughts?
Flickr / jimharmer
You Tell Me

Murray Izenwasser
@murrayiz
Murray@biztegra.com
561.452.2662

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