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Social Media for Business
     Emily Sandford
The Business Case
             • US Internet users
               spend 3X more time
               on blogs and social
               media than on email
             • 43% of all online
               consumers are social
               media fans or
               followers
             • 81% of consumers
               receive product
               purchasing advice
               from friends and
               family on social media
             • 63% of companies say
               using social media
               has increased
The Steps
A: Set Objectives
  The MDA: Most Desired Action

B: Integrate into communications plan

C: Tactical planning and execution

D: Monitoring
A. Set Objectives
Before jumping into the social media
waters, really think about WHY you
want to use social media:
• Build customer
  communities
• Drive website traffic
• Provide customer service
• Share company news
• All of the above?
B: Integrate Into Plan
• How does social media support the
  existing plan?
• What objectives or portions of other
  marketing elements can social media:
  – Enhance
  – Reinforce
  – Replace
  – Support
C. Tactical Planning and Execution

              • Who: Who is responsible
                for posting and for
                oversight?
              • What: What content is
                being posted?
              • When: When do you plan
                on
                posting, monitoring, and
                responding?
              • Where: Where will you
                post content (which
                networks)
              • Why: Why are you doing
                it?
              • How: How are you going
Cautionary Tale
About policies…
 Fear of policy enforcement is the #1
factor that stops business blogs and
 social media programs before they
                 start!




   Source: Intel
C. Tactical Planning and Execution

• Companies don’t post on social
  media, humans do.
• Conversational
• Passion and authority
• Transparency
• Frequency (don’t be the one who
  disappears)
But what do I write?
•   Intention
•   Customer education (without selling)
•   Skip the marketing fluff
•   Product/Service applications
•   Any real-time news
•   FAQs
•   No ideas? Ask employees
    and customers
Promotion
• If you build it, will they come?
• Refer to target audience to set
  promotion strategy
• Get employees involved
• Make content visible on existing
  channels
D: Monitoring
•   Standard web metrics – overall
•   Web metrics – blog content
•   Content analysis
•   Social mentions
•   Feed subscribers
•   Lead tracking
•   Comments
Monitoring: Google Analytics
Monitoring: Other specialty
tools
Resources
• Download this presentation
• Links to all mentioned tools
• Recommended articles

  > authenticallysocial.com/nawbo <
Questions?
          Emily Sandford
      authenticallysocial.com
           Personal blog:
         skinnyemmie.com
   emily@authenticallysocial.com
            859.721.0414

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Making Sense of Social Media: NAWBO Lexington

  • 1. Social Media for Business Emily Sandford
  • 2. The Business Case • US Internet users spend 3X more time on blogs and social media than on email • 43% of all online consumers are social media fans or followers • 81% of consumers receive product purchasing advice from friends and family on social media • 63% of companies say using social media has increased
  • 3. The Steps A: Set Objectives The MDA: Most Desired Action B: Integrate into communications plan C: Tactical planning and execution D: Monitoring
  • 4. A. Set Objectives Before jumping into the social media waters, really think about WHY you want to use social media: • Build customer communities • Drive website traffic • Provide customer service • Share company news • All of the above?
  • 5. B: Integrate Into Plan • How does social media support the existing plan? • What objectives or portions of other marketing elements can social media: – Enhance – Reinforce – Replace – Support
  • 6. C. Tactical Planning and Execution • Who: Who is responsible for posting and for oversight? • What: What content is being posted? • When: When do you plan on posting, monitoring, and responding? • Where: Where will you post content (which networks) • Why: Why are you doing it? • How: How are you going
  • 8. About policies… Fear of policy enforcement is the #1 factor that stops business blogs and social media programs before they start! Source: Intel
  • 9. C. Tactical Planning and Execution • Companies don’t post on social media, humans do. • Conversational • Passion and authority • Transparency • Frequency (don’t be the one who disappears)
  • 10. But what do I write? • Intention • Customer education (without selling) • Skip the marketing fluff • Product/Service applications • Any real-time news • FAQs • No ideas? Ask employees and customers
  • 11. Promotion • If you build it, will they come? • Refer to target audience to set promotion strategy • Get employees involved • Make content visible on existing channels
  • 12. D: Monitoring • Standard web metrics – overall • Web metrics – blog content • Content analysis • Social mentions • Feed subscribers • Lead tracking • Comments
  • 15. Resources • Download this presentation • Links to all mentioned tools • Recommended articles > authenticallysocial.com/nawbo <
  • 16. Questions? Emily Sandford authenticallysocial.com Personal blog: skinnyemmie.com emily@authenticallysocial.com 859.721.0414