Strategic Social Media Marketing Success: 2010 Optimization Summit

Strategic Social Media
Marketing Success.

kaneconsulting.biz | @JenKaneCo

Hi.


Here’s our gameplan…
Thursday, Part I: Strategic planning
• Auditing your activities
• Setting Benchmarks
• Developing a plan

Friday, Part II: Strategic Implementation
• Getting buy-in
• Time, technology and tools
• Measurement and results


Before we get started…
•  There is no one right answer.
•  I’m going to try to be media agnostic.
•  You can have these slides later.
•  I talk a lot. Feel free to stop me and ask
your questions whenever you have them.
•  Get comfortable. We’re going to work…
not toil.
•  I can’t spell.


This is “You” time.


Are you an “internal processor” or an “external processor?”


Are you an “auditory learner,” “visual learner,” or
“kinesthetic learner?”


Our Thursday agenda:
1.  Establish benchmarks and KPI’s.
2.  Audit your existing social media “footprint.”
3.  Collect ideas, inspiration and education.
4.  Set a goal.
5.  Support the goal with objectives, strategies
and tactics.


K.D. Paine Measurement Checklist:
•  What are your objectives?
•  What audiences are you targeting?
•  How would you prioritize these audiences?
•  What are your KPI’s (key performance
indicators)?
•  What is the right measurement tool?


ROI also includes:
•  Return on participation,
engagement, or involvement.
•  Return on experience.
•  Return on influence.


To define “Return,” ask:
•  What are we measuring, and why?
•  What does success look like?
•  How will we know when we get there?
•  Are there incremental milestones worth
noting?


To define “Investment,”
factor in assets such as:

•  Intellectual capital
•  Resources
•  Finances
•  Campaign costs


Search native in each application…


…or use a measurement tool/service, such as:


Share of Voice.
500

450

400

350
Number of Mentions

300

250

200

150

100

50

0
Aggregator Mainstream Facebook Twitter Blogs Forums Forum Comments Buy Sell Videos Images
News Replies
Social Media Channel


Distribution of Voice.
600

500

400
Number of Mentions

300 United States
International

200

100

0
SIS Fletcher School Elliott School Korbel School


Tone of Voice (Sentiment).
40

35

30
Number of Mentions

25

20

15

10

5

0
Positive Somewhat Positive Negative Somewhat Negative
Tone


Channel by Channel Comparisons.


Our Thursday agenda:
1.  Establish benchmarks and KPI’s.
2.  Audit your existing social media “footprint.”
3.  Collect ideas, inspiration and education.
4.  Determine where social media is the right fit.
5.  Set a goal.
6.  Support the goal with objectives, strategies
and tactics.


Learn anything new today?


The Clean Sweep Process: Dump | Lump | Sort
Clean Sweep Process


Toss Donate Keep
Or File


Who has a say in your social mix?
•  Customer Support
•  Public Relations
•  Marketing/branding
•  Sales
•  Product Development
•  Human Resources


How are we
doing, folks?
Any questions?


SMART Goals
•  Specific (goals not resolutions)
•  Measurable (proposes definitive results)
•  Achievable (It seems do-able…challenging, yes - but not
overwhelming or absurd)
•  Relevant/Relatable (addresses a practical issue / you’re
personally invested in the outcome)
•  Time Limited (has a deadline attached)


Be Realistic.


For example:
•  Publish two, search engine optimized blog
posts each week in an effort to increase blog
subscribers by 30% by January 1, 2011.

•  Starting January 1, create one video tutorial
every 60 days for one year. Publish them on
our company YouTube channel in an effort to
increase subscribers by 50% by year’s end.


Goals.
Goals are broad, forward-thinking, idealistic
statements that include a reference to an
anticipated outcome.


Objectives.
Objectives describe the method you’re
going to use to reach each goal.
They address the “HOW?”

How much? How far? How many?
How big? How much $?


Strategies.
Strategies are clear, concise statements
describing activities or specific projects that
you need to complete (in a specific time
frame) in order to accomplish the “HOW.”


Tactics.
Tactics and timelines provide the “meat and
potatoes” for your plan.

What needs to happen first?
Who’s responsible for getting it done?
When does it need to be done by?


Let’s Start Building…


Shape your idea into a SMART goal
• Specific

• Measurable

• Achievable

• Relevant/Relatable

• Time Limited


Example goal…

“Clarify and establish long term healthy habits
that will help me to lose 25 pounds,
or two pants sizes, by December 31, 2010.”


What objectives will help you reach
this goal?
• How much?

• How far?

• How many?

• How much money?


Example objectives…

1. Eat less

2. Move more


What are your strategies for
accomplishing each objective?

• Specific activities…

• Specific projects…

• Specific timeframe…

…to accomplish the “how”


Example strategies…

Eat Less:
1.  Join a weight loss program
2.  Cook healthier meals
3.  Eat smaller meals throughout the day
4.  Reduce amount of soda I drink


What tactics will help you complete
each strategy?
• What needs to happen
first?

• Who’s responsible for
getting it done?

• When does it need to
be done by?


Example tactics…

1. Join a weight loss program
a)  Sign up for free meeting at my neighborhood Weight
Watchers.
b)  Check with my insurance company to see if any types
of programs are covered under my plan.
c)  See if my spouse wants to join with me.


Attach timeframes to your tactics

• Dates

• Deadlines

• Accountability


Example tactics w-timelines…

1. Join a weight loss program
a)  Sign up for free meeting at my neighborhood Weight
Watchers. [Wed 10/4 - ask Susan to come with me]
b)  Check with my insurance company to see if any types
of programs are covered under my plan. [research
online next week]
c)  See if my spouse wants to join with me. [talk about it
this weekend]


Think of a tree…
Tactic Tactic Tactic Tactic Tactic

Tactic Tactic Tactic

Strategy 1 Strategy 2 Strategy 1 Strategy 2

Objective 1 Objective 2

GOAL


Your homework for tonight…


Talk • Think • Rest


Hi...again.


What are you thinking
about today?


Do you want to change any
goals, objectives, strategies
or tactics?


Our Friday agenda:
1.  Get buy-in on your plans.
2.  Evaluate time, technology and tools.
3.  Determine engagement strategies.
4.  Monitor the conversations.
5.  Measure your results.


“Innovation is the mainspring of the new economy.
But as more and more companies compete in
ideas, the game changes to competing in the
implementation of ideas.

In this next stage of competition, getting an idea
gives way to getting it done.”

-Fast Company


One Ring to rule them all,
One Ring to find them,
One Ring to bring them all
and in the darkness bind them.


I’m just
playing
devil’s
advocate
here, but…


Read Chapter 22
Building Marketing and
Service Teams Around Social
Media Programs


Here’s the truth about social media:
1.  It will never be perfect.
2.  You will never be totally in control of it.
3.  Some people will say things you don’t
want to hear.


Social media is very, very
easy to do…badly.


Find the right medium.
•  Best fit for target audiences.
•  Best fit for your brand voice.
•  Best fit for your CLO’s personality.
•  Best fit with time/technology your client
has available.


Establish a visual strategy.


Optimize your assets. (SMO)
•  Profile information & social content.
•  Tags for content & social objects.
•  Link sharing.


You already know how to use
these tools correctly.


Engage with intention and purpose.
•  Establish a content “voice.”
•  Identify key communication points.
•  Write content that plays to the strengths of
the channel.
•  Seed conversations with optimized
keywords.


•  Transparency
•  Authenticity
•  Frequency
•  Dignity


Engage in response to an alert/notification …


Set up a social dashboard: “air traffic control” for your social media channels.


Engage during periods of high traffic …


Engage when others are predicted to gather.


What you are measuring?
•  Reach: who read this info and where
did they read it?

•  Sentiment: how did they feel about
what they read?

•  Conversion: what did they do as a
result of what they read?


Again, you can search native in each application…


Be ﬂexible (okay, maybe not quite this ﬂexible) and iterate.

Ultimately,
you just have
to go for it.


Thanks.
Twitter: @JenKaneCo
Email: jen@kaneconsulting.biz
LinkedIn: in/JenKaneCo


Strategic Social Media Marketing Success: 2010 Optimization Summit

Recommended

Recommended

More Related Content

Similar to Strategic Social Media Marketing Success: 2010 Optimization Summit

Similar to Strategic Social Media Marketing Success: 2010 Optimization Summit (20)

Recently uploaded

Recently uploaded (20)

Strategic Social Media Marketing Success: 2010 Optimization Summit