This document provides an overview of developing a social media strategy. It discusses defining objectives and goals, finding your target audience online, auditing resources, assigning roles, defining success metrics, constructing the strategy, executing it, and measuring results. It also provides examples of social media policies from Best Buy, Oracle, Coca-Cola, and IBM. Finally, it presents case studies of how Dancing Deer Baking Co. and Heluva Good! successfully used social media strategies.

1. Developing a
Social Media Strategy

2. Francis Skipper
Director of Search Marketing
617-896-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com

3. (Casey Anthony)
#notguilty

4. Entemann’s:
#Guilty of Not Having a Plan

5. Agenda
• Social Stats
• Creating a Successful Social Strategy
• Corporate Social Protocol Examples
• Case Studies
• Open Q&A

6. of people trust peer recommendations
Only 14% trust advertisements
(Qualmann, Socialnomics, 2010)

8. Word of mouth at unprecedented scale
Facebook population
Friends of fans
60M friends
Fan base
500K fans
US data

9. Over 900 Million Users
1.3 billion 1.1 billion 900 million 311 million
(if it were a country, it would be the 3rd most populated)

10. Major Brands Are Using
Social to Engage
with Customers

11. Has >42,000,000 Facebook Fans

12. Has >560,000 Twitter Followers

13. However, Shift from
Monologue to Dialogue
Has Its Risks…

14. >1 million views on YouTube within 2 days
5 of top 12 search results for Domino’s

15. Waited until a crisis occurred to start a dialogue with
customers…created a Twitter handle after the fact
…no established following or community
– no advocates or evangelists

16. Reasons for Failure
sending out the
wrong messages inconsistency
Lack of Strategy
lack of monitoring not understanding
your customers
underestimation of
time commitment
Lack of Internal
Resources to Manage
no one dedicated
to social media

17. Building a Social Media Strategy

18. Social Media Campaigns

19. Step 1: Define Objectives & Goals

20. What Are Your Objectives?
• What are you trying to accomplish?
• Why social media?
• What social platforms will help you achieve our goals?

21. Do Your Goals Include…
• Generating more brand awareness?
• Driving brand loyalty or build fan culture?
• Monitoring and managing brand reputation?
• Increasing direct or indirect sales?
• Attracting new employees, investors, partners/vendors?
• Customer Service?

22. Step 2: Find Your Audience Online

23. Where is Your Audience?
• Is your target audience on social sites?
• Which sites do your audience use?
• Do they belong to specialized groups?
• Who are they interacting with?
• Which social media channels would be best to
use for the type of content you have?

24. Step 3: Audit Your Resources

25. Evaluate Your Current Resources
• Content?
• Staff?
• Consistency?
• Technology/Tools?

26. Step 4: Assign Roles and Responsibilities
Customer Relations Social Media Metrics
Social Media Strategist
Advertising/Sales Social Media Manager
Privacy/Security
Content Developer
Legal
Public Relations

27. Step 5: Define Success

28. What Activities/Results Measured
to Determine Success?
• How many sales/leads were generated?
• How many people are talking about your
company?
• How have you reduced operational costs?
• How have you helped recruiting?
• How many demos views/downloads?

29. Step 6: Construct Strategy

30. Consider
1. What info do we want to keep private? Public?
2. What is the voice (persona) of the brand?
3. What personal social media use is appropriate?
Inappropriate?
4. Who are quality followers? How can we engage them?
5. How can we consistently send our messages?
6. Should we have a set of rules for proactive/reactive social
media use?
7. How do we respond to positive engagement versus negative
engagement?

31. Step 7: Execute Your New Strategy
Define Content Topics Schedule Share!
& Create Content

32. Step 8: Measure Results

33. Measure
• Have your networks grown or changed? How?
• What worked/didn’t work?
• What should we focus more on?
• How much time is spent on each social media initiative?
• What is our most valuable feedback?
• How is social media changing right now?
• Are we ahead of our competitors?

34. Noteworthy Social Media Strategies

35. Best Buy #Twelpforce Social Media Policy
Be smart. Be respectful. Be human.
What You Should Do: What You Should Not Disclose:
• Disclose Your Affiliation • The Numbers
• State That It’s YOUR Opinion • Promotions (In Advance)
• Protect Yourself • Personal Information About Customers
• Act Responsibly and Ethically • Legal Information
• Honor Differences • Anything that belongs to someone else
• Confidential Information
>265,000 Followers >5,990,000 Fans >3,900 Subscribers

36. Oracle Social Media Policy
"Use common sense"
• Follow the Code of Ethics and Conduct
• Protect Confidential Information
Don't Comment on M&A Activity
• Don't Discuss Future Offerings
• Refrain from Objectionable or Inflammatory Posts
• Don't Speak for Oracle
• Don't Post Anonymously
• Respect Copyrights
• Use Video Responsibly
• Stick to Oracle Topics on Oracle-Sponsored Blogs
• Don't Misuse Oracle Resources
>71,000 Followers >180,000 Fans >4,700 Subscribers

37. The Five Core Social Media Values
Continue Learning and Training
• Transparency in every social media engagement.
• Protection of our consumers' privacy.
• Respect of copyrights, trademarks, rights of publicity, and other
third-party rights in the online social media space, including with
regard to user-generated content (UGC).
• Responsibility in our use of technology.
• Utilization of best practices, listening to the online community,
and compliance with applicable regulations to ensure that these
Online Social Media Principles remain current and reflect the
most up-to-date and appropriate standards of behavior.
>560,000 Followers >42,000,000 Fans >68,000 Subscribers

38. Social Media Guidelines
Follow the Core Principles
1. Honesty about who you are
2. Clarity That Your Opinions Are Your Own
3. Respect and Humanity in All Communication
4. Good Judgment in Sharing Only Public Information – Including
Financial Data
5. Awareness that What You Say is Permanent
>135,000 Followers >1,500,000 Fans >63,000 Subscribers

39. Social Computing Guidelines
Do: Don't
• Be personally responsible for the • Provide confidential or other
content they publish on-line proprietary information
• Use a disclaimer for opinions • Cite or reference clients, partners or
• Respect copyright, fair use, and suppliers without their approval
financial disclosure laws. • Pick fights, be the first to correct
• Respect your audience your own mistakes.
• Be aware of your association with • Use IBM logos or trademarks unless
IBM in online social networks. approved to do so.
• Try to add value.
>23,000 Followers >30,000 Fans >10,000 Subscribers

40. Social Media Guidelines
What You Should Do Don’t
• Show respect and be polite, even • Do anything that breaks the law
if you disagree • Use corporate materials without
• Stay on topic permission
• Keep it real
>155,000 Followers >16,000,000 Fans >5,000 Subscribers

41. In Review:
1.Define Objectives and Goals
2.Define Audience Online
3.Audit Current Resources
4.Assign Roles/Responsibilities
5.Define Success
6.Construct Your Strategy
7.Execute Your Strategy
8.Measure Results

43. Case Study: Dancing Deer Baking Co.
Goals:
• Increase brand awareness in time for their busy holiday
season (Thanksgiving-New Years) – in late October
Approach:
• Targeted bloggers and other influencers who were
relevant to target demographic using online
product review and giveaway program
• Invited a select group for an on-site tour of factory
in full production mode
• Associated brand with annual “Social Strategists to
Watch” list - honorees received a surprise
congratulatory gift from Dancing Deer

44. Case Study: Dancing Deer Baking Co.
5 million+ page views in 10 days
17,000+ contest entries
Facebook fans +20%
5,000+ unique visitors to DancingDeer.com $175,000+
in less than 2 months!
+2.5 million Twitter impressions
81 Targeted Blogs  national coverage
including USA Today, “Wake Up With Al,” Fox
Business, “Daily Candy,” Forbes

45. Case Study: Heluva Good!

46. Case Study: Heluva Good!
Goals:
• Expand Facebook following by generating brand awareness,
driving contest entries, and increasing “likes”
Approach:
• Determined ideal target audience:
women, particularly mothers, ranging in age from 18-45
• Developed two targeted campaigns: General for people who
enjoy “barbeque”, & a second geared towards “women who
like barbeque”
• Designed strategic keywords & incorporated an array of
images for Facebook Ads

47. Case Study: Heluva Good!
Results:
4,210 “likes”
5,566 clicks
4,595,643 impressions

48. Questions?

50. – Founded in 2004
– Based in Boston
– 30 Communications Professionals
– Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
– Named a 2011 and 2012

52. Francis Skipper
Director of Search Marketing
415.542.6250
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com