The document outlines 10 steps for developing a social media strategy: 1) understand your business, 2) define involvement strategy and goals, 3) understand customer platforms, 4) develop a social media policy, 5) choose channels and content strategy, 6) publish initial content, 7) use current network, 8) use multiple platforms, 9) monitor and measure, 10) recognize it as a long-term effort. It provides guidance on listening to customers, developing profiles, measuring ROI, and using platforms like Facebook, LinkedIn, and Twitter for marketing and networking.

1. Social Media: MBA Alumni Coventry/IBA
Fig.: The Conversation Prism,
Source: Brian Solls and JESS3
www.theconversationprism.com

2. Agenda: 10 Steps of Social Media
1. Understand your business and products
2. Define involvement strategy and set metrics and clear goals
3. Understand your customers and their platforms = Listen!
4. Develop a social media policy
5. Choose channels and content strategy
6. Publish your initial content, start conversations
7. Use current network, share your content
8. Cross media, use more platforms simultaneously
9. Monitor and measure
10. It is a marathon not a sprint

3. Which challenges do you face?
WRONG QUESTION: THE RIGHT QUESTION IS:
“How can we market “What do I have as
our products in the others bother to talk to
social medias?” me/each other about?”
• How is your strategy build up?
• What is the biggest challenge? Why?
• What value ​can you offer fans / followers?

4. ”It’s not about you!”
What problems can you solve that will help customers do their jobs better
or make their lives easier?
Traditional Marketing Online Marketing
Dominate the market Create a community within the market
Shout out loud Listen, and then whisper
Me, Me, Me Us, us, us
Push the product or service Pull in people with your message/story
Advertising Word of mouth (mouse)
Control Allow
Pursue ”leads” Nurture relationships
” Nobody cares about your products (except you)”
David Meerman Scott

5. Understand your business and products
Where are your products placed - Can you create related social services ?
Non-Professionals
creates the product
Physical Digital
Exconomy Economy
Only Proffesionals
Creates the product
Fig.: The perfect storm
Source: Peter Svarre
www.denperfektestorm.dk

6. Define involvement strategy & set goals
High involvement of customers
• Claims
Co-creation of products • Suggestions for improvement
• Customer service
Involvement in products • Use of the products
• Conversation about products
Creation of relating services • Product creation
Involving campaigns
Digital one-way communication
Low involvement of customers
Fig.: The perfect storm
Source: Peter Svarre
www.denperfektestorm.dk

7. Define involvement strategy & set goals
Do you have a clear Social Media strategy?
Attract
Brand, your brand in one word, what would that be ?
Outcome, what is the outcome you help clients achieve?
Differentiation, what makes you different from competitors?
Convert
1%
Strangers –> consumers of information
and education –> customers.
9%
Consumers of valuable content + time = customers
Engage:
Create shares, likes, comments
1% Creators 90%
9 % Editors
90% Listeners
Fig.:, 1% rule of internet culture
Source:: McConnell, Ben; Huba, Jackie (May 3, 2006).

8. Define involvement strategy & set goals
How do you monitor your ROI ?
Focus on: But Also…
• Bottom line • Friends of Fans / Network
• Number of leads • Engagement / Talking about
• Website visits • IPM (comments + likes) / posts / fans
• Conversion rate • Weekly Reach

9. Define involvement strategy & set goals
Friends of Fans Talking about
Reach IPM
Source: Mikael Lemberg, Komfo platform
www..komfo.com

10. Listen - Understand your customers
Who are your customers and where are they communicating?
1. Do people talk about the company, products or business in social media?
2. Are your competitors already present in this universe?
3. Understand the relevant platforms as networks, blogs, chat, forums etc.
4. Learn to speak the right language, to learn right word and phrases
5. Develop Customer profiles:
Develop Customer profiles:
What do you want each group to believe about your organization?
What message will you use to reach the customer profiles?
What makes you different from competitors ?

11. Develop a social media policy
Do you connect with everyone?
• Connect with everyone? (Competitors/ Customers/ suppliers)
• Should you have a Personal / company profile ?
• Benefits of presence versus challenges and risks?
• Rules Of Conduct
• Create a communication policy not only social media policy

12. Choose channels and content strategy
Lead the conversation:
Be a thought leader — It’s easy to sell
Relevant content when everyone looks to you for guidance.
Split tests
Advertising-specific keywords
Social medias Search engines
Unique URLs and phone numbers
Campaign- or brand-specific hashtags
Cost effective Marketing
Fig.:, Cost effective Online Marketing
Source: B2B blogging, Jokam Ditlev
www.contentmarketing.dk/b2b-blogging

13. Choose channels and content strategy
Facebook is a lot like the local pub. A pub is a place where you can go
in, chat with friends, tell a few jokes and relax a bit.
LinkedIn is more like a trade show—a place where you’d keep things
pretty buttoned-up and formal.
And there are many more..
Blogs
Slideshare
Klout
Foursquare etc.
Fig.: 1 Week - Top 10 Social Media Websites
Source: Experian Hitwise US
http://www.experian.com/hitwise

14. Publish you initial content
Create triggers that encourage people
to share/like/comment
Before you post an update, video or
photo to any social media, consider what
options for engagement you are giving
to your followers - what you want
viewers to do after watching it?
• Start discussions
• Surprise and delight your fans
• Crowd source ideas
• Stir up a little controversy
> Write up a plan and automate the boring stuff

15. Go beyond text – video, audio & photos
“Adding an image will double your page views”
Souce: www.skyyword.com
Length of video Viewers gone
10 seconds 10,39%
30 seconds 33,84%
1 minute 53,56%
2 minutes 76,29%
Table.: Online Viewer habits
Source: www.TubeMogul.com

16. Publish your own Blog
4 steps of starting a new blog
1. Easily monitor what people are
saying about you, the market,
your organization and products
How influential is a blogger?
2. Participate by commenting on
others blogs
3. work with blogger who write
about your industry, company
or products
4. creating your own blog

17. Geolocation with Offline Offers
1. Socially. To tell their friends where they are so they can join them.
2. As a game. To become “mayor” of a place and to check in more than other people
3. MyWare. To log where in the world you’ve been

18. Google+ pages for companies
Set Up Google+ Direct Connect
Hangouts – live webcam conversations
Circles – not sharing the same with the boss as friends
Share LOTS of Photos - Which images, charts, or slides can you share on
Google+ to ignite conversations and increase the viral spread of your content?

19. Twitter - Customer Service

20. LinkedIN – B2B Networking
Profile:
• Professional Headline: Identify
important keywords
• Customize your Website URL’s:
Create a call-to-action
• LinkedIn Applications: Slide
share, Blog link, Outlook
• Recommendations: ask and give
recommendations
• Tag your connections: To
manage many connections

21. LinkedIN - B2B Networking
• Product Awareness: Target product page
• Post status updates: Create follower base
• Post Jobs: Paid and unpaid via status updates
• Events: promote your exhibitions and conferences
• LinkedIn Groups: Join also groups outside your Industry

23. Answers – Help others and be an Expert
Top Expert of the week
- Best answered questions

24. Facebook – B2C Word of Mouth
Fans Friends of fans Total market
Only 16% of your Fans see your posts
EdgeRank = Affinity + Edge Weight + Recency.

25. Facebook - B2C Networking

26. Facebook - B2C Networking
1. Create Page
2. Make easy to join – buy a domain
name for the Facebook page
3. Put url to the Facebook page in the
email signature
4. Invite employees and customers to
join (explain why)
5. Invite website visitors
6. Create easy interaction in the
beginning (start knowing your fans)
7. Reply to comments
8. Increase reach and engagement
9. Post and change cover photo often
10. Create triggers that encourage
people to share/like/comment

29. Use current network
• Put link to the Social media pages in the e-mail signature
• Invite employees and customers to join (explain why)
• Invite website visitors (include links to follow and share)
• Connect future e-mail contacts via Outlook integration
Outlook integration

30. Cross media, use more platforms
LinkedIN facebook
Goalcube/Blog
Twitter
Slideshare
www.goalcube.com
YouTube

31. Cross media use your website

32. Monitor and measure – Google is king
Track webpage conversions and goals to monitor direct earnings

33. Monitor and measure – Free Solutions
Google Alerts
Addict-o-matic Social Mention
Anything you can learn about your own brand,
you can learn about your competitors’ brands.

34. Post and Monitor – Low Cost
Hootsuite
Integration with many social medias directly, via apps or RSS
+Facebook insights and google analytics

35. It is a marathon not a sprint
Social media marketing can take months or years of persistent effort
before you reach any kind of successful reach and engagement.
“Retaining your current customers is 5 to 10
times cheaper than acquiring new ones.“
– Focus on creating long term value!

36. Follow up: 10 Steps of Social Media
1. Understand your business and products
2. Define involvement strategy and set clear goals
3. Understand your customers and their platforms = Listen!
4. Develop a social media policy
5. Choose channels and content strategy
6. Publish your initial content, start conversations
7. Use current network, share your content
8. Cross media, use more platforms simultaneously
9. Setup metrics, monitor and measure
10. It is a marathon not a sprint

37. Follow Goalcube
http://www.facebook.com/goalcube
http://www.linkedin.com/company/goalcube-consulting
http://twitter.com/#!/goalcube