Beyond the toolbox: social media strategy

•

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Christopher Penn

Business Technologie

Beyond the Toolbox
Christopher S. Penn
@cspenn

It’s not about tools...

...It’s about skill with tools.

Work right to left

Social Media Strategy

Who What Why

Network Content Objectives
Who is going to be your target What content are you going to What are the overall business
audience? create or curate to gain interest? objectives and goals?

What self-identiﬁed characteristics Where will that content come from? How will you measure them?
will you look for?
What schedule will you use? What indicators will you use to
What networks are they on? determine when something’s not
Who will be responsible for content working and who makes that call?
How will you build the network? creation?

Download this PDF at http://cspenn.com/1s

Audience Social,
Search,
Prospects Advertising

Leads

Customers Email

Evangelists

Symmetric Asymmetric

Relationships (who)

Short Form Long Form

Content formats (what)

32,214
32,214 32,214 32,214

32,214 Audience

80

Content

32,214
32,214 32,214 32,214

32,214 Audience

107 80

Content

Buy something

>>
part
Attend webinar

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m
usto

The La
Subscribe to blog

on c

dder o
ffort

f
t or e

Comm
Subscribe to email

tmen

itment
mmi

(christ
Download eBook of co

ophers
level

Follow/Like socially

penn.c
asing
Incre

om)
Visit a website

Basics Metrics Connection

Compass Adaptability

http://cspenn.com/book

(no kindle needed)

Questions?

Christopher Penn
Director of Strategy, WhatCounts
cspenn@gmail.com
Twitter: @cspenn
LinkedIn: cspenn.com/l
Facebook: cspenn.com/f
Web: christopherspenn.com

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No matter how many departments your organization has, to your customers, it's all the same business. They expect a cohesive experience across all touch-points with your company, regardless of whether it's related to advertising, customer service, social presence, or the actual product or service you provide. The satisfaction of your customers, and thereby the success of your organization, depends in no small part on your ability to create a cohesive and consistently high-quality cross-channel experience. Some examples of disjointed cross-channel experiences are: The customer has to inform the customer service representative of what the website says about their own return policy. The specifications of a product online does not match the actual product a customer goes to pick up in the retail store. The experience of the mobile application is far superior to the experience of the standard web application or software application. The customer has to make three different phone calls to get their account changed because the information is stored in three separate business units. Applying consideration for the cross-channel experience is much easier said than done. It requires a significant level of coordination and collaboration between the stakeholders, to understand not just how to optimize their particular part of the service, but to maintain that optimal and consistent experience throughout. For example, the customer service department can do a great job of correcting a problem after the fact, but they can add greater value to the product or service as a whole by collaborating with sales and product teams to prevent the issue from arising in the first place. In this presentation, you will gain a better understanding of the different ways your customers might interact with your business. We will show how you can map out these touchpoints and help drive the creation of a cohesive experience across the various channels. We will show you how to navigate the political waters within your business to implement a true cross-channel design, which will build great experiences for your customers, regardless of how they are engaging with your business.

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Beyond the toolbox: social media strategy

1. Beyond the Toolbox Christopher S. Penn @cspenn

2. I can skip right over this.

3. Fair Warning

4. What Today Is Not

5. A Lesson About Cameras

6. iPhone 3G Photo

7. Nikon D90 Photo

8. It’s not about tools... ...It’s about skill with tools.

10. Basics

11. Strategy

12. Work right to left Social Media Strategy Who What Why Network Content Objectives Who is going to be your target What content are you going to What are the overall business audience? create or curate to gain interest? objectives and goals? What self-identiﬁed characteristics Where will that content come from? How will you measure them? will you look for? What schedule will you use? What indicators will you use to What networks are they on? determine when something’s not Who will be responsible for content working and who makes that call? How will you build the network? creation? Download this PDF at http://cspenn.com/1s

13. Social Media’s Role (why)

14. Audience Social, Search, Prospects Advertising Leads Customers Email Evangelists

15. Network Types

16. Symmetric Asymmetric Relationships (who)

17. Short Form Long Form Content formats (what)

18. Content Feedback Loop

19. Audience Content

20. Audience 80 Content

21. 32,214 32,214 32,214 32,214 32,214 Audience 80 Content

22. 32,214 32,214 32,214 32,214 32,214 Audience 107 80 Content

23. Metcalfe’s Law

24. Metcalfe’s Law

25. Metrics

26. Goals

27. Last Touch Attribution

28. multichannel funnels

29.

30. Connection

31. Ladder of Commitment

32. Buy something >> part Attend webinar er’s m usto The La Subscribe to blog on c dder o ffort f t or e Comm Subscribe to email tmen itment mmi (christ Download eBook of co ophers level Follow/Like socially penn.c asing Incre om) Visit a website

33. Zero Moment of Truth

34. are you there?

35. Inﬂuence

36.

37. C Liking

42.  Scarcity

43. Compass

44.

45. No magic wands

46.

47. Adaptability

48. Case Study

49. http://cspenn.com/book

50.

51.

52.

53. 

54. 

55. C

56. D

57.

58.

59.

60.

61.

62.

63. To Recap

64. Basics Metrics Connection Compass Adaptability

65. The Core Lesson

66. It’s not about tools... ...It’s about skill with tools.

67. Resources

68. http://amzn.to/kai9Fn

69. http://amzn.to/jpwGx1

70. http://amzn.to/kX1sEG

71. http://amzn.to/ke178w

72. http://cspenn.com/book (no kindle needed)

73. Questions? Christopher Penn Director of Strategy, WhatCounts cspenn@gmail.com Twitter: @cspenn LinkedIn: cspenn.com/l Facebook: cspenn.com/f Web: christopherspenn.com

Beyond the toolbox: social media strategy

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