Learn how to d

1. Running Your Social Media Strategy In An
Hour A Day
September 13, 2011
There are Bigger Things to Fear Than Social
Media!
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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2. But Why Listen To Me?
25 + Years Retail Industry
Experience
Fortune 100 Senior Sales and
Marketing Executive And Small
Business Strategist
Experienced Retail Strategist And
Marketing Executive
Helping Retailers Of All Size Design
Successful Social Media Campaigns
Since 2008
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Word of Mouth Within “Communities” Is Swaying
Purchase Decisions More Than Ever Before
• 49% of Respondents Say They
Give Advice to Others, Motivated by
a Feeling of Solidarity With Other
Shoppers
• 59% Believe They Have an
Advantage Over Manufacturers or
Retailers Because the Internet
Allows Them to Seek Other
Opinions
• 25% Are More Likely to Seek
Others' Opinions Now That Social
Networking/online Communities Are
Available
Source: Yahoo
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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3. Is Your Marketing Working Effectively To
Connect With Customers?
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Seminar Objectives
Strategies For Creating An Effective Social Media
Marketing Strategy
Time Management Tools To Maximize Your
Participation With Social Media
Sample Planning Guides For Social Media
Interactions
Content Tips For Engaging Repeat Visits To Your
Social Networking Sites
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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4. Consumer Trust Is Central To The New Media
Model
Did You Know?
25% Of All Time Online
Is Spent Using Social
Media (35 Min Day)
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Planning Is Prospering: 60 Minutes To Achieve
Social Media Success
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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5. POST Tactics Will Help Align Your Time Spent on
Social Media to Best Achieve Marketing Goals
People
Assess Your Customers’ Social Activities
Objectives
Decide What You Want To Accomplish
Strategy
Plan What To Say And How Your Interactions
With Customers Will Change
Technology
Decide Which Social Technologies To Use
617-437-9191 Creative Business Consulting Group www.cbc-group.net
People
Shoppers Are Increasing Interacting With
Retailers Via Social Media
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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6. People
Strategy Formation Starts With Understanding
Where Your Customers Are And What They Say
Start By Assessing Where You Should Be
Participating And Where The Biggest
Opportunities Exist
Where Do Your Current And Potential
Customers Participate?
Listening Will Give You A Good Idea Of:
What’s Being Said About Your
Company Online
Where Messages Are Posted
Where Users Spend Time
How Much Is Being Discussed
Don’t Forget To Assess How Your Competitors Are
Participating In Social Media
617-437-9191 Creative Business Consulting Group www.cbc-group.net
People
Key Listening Tools
Google Alerts emails you whenever a chosen
keyword is mentioned in any form of online content
Google Blog Search scans the blogosphere for
any keyword or phrase you input.
Twitter Search scans all Twitter posts for your
selected keyword or phrase
SiteVolume reports how often keywords or
phrases appear on Twitter, Digg, MySpace,
YouTube and Flickr
SocialMention enables you to search keywords
and phrases by specific channel category (blogs,
images, news,video, etc.), or as a whole, and to
receive email alerts when a new mention is posted
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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7. Objectives
Define Objectives and Strategy – Establish Clear,
Quantifiable Goals
•What Are You Looking To Get Out Of A
Social Media Marketing Program - Today
And In The Future?
•What Steps Do You Need To Take To
Make It Happen?
Consider How To:
Expand Brand Or Product Awareness
Build Or Enhance Brand Community
Engage Fans And Convert Them To
Customers
Improve Customer Satisfaction
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Objectives
Determine Social Media Goals And Objectives
Based On Business Goals And Capability
•Xxx
•Xxx
•xxx
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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8. Strategy
Decide Where to Concentrate Your Efforts
You Can’t Be Everywhere At Once – Start Slowly And Build
Don’t be Overwhelmed; Avoid Paralysis By Analysis
Start With One Social Media Program (I.E. Facebook)
Learn The Basics
Layer In More Functionality
Incorporate Time Saving Applications
Use Younger Employees (Or Children) To Mentor You
Integrate Additional Social Media Application When You Are
Ready
Listen In On Social Search Sites (I.E Yelp!) And Start To
Participate
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Strategy
Choose Appropriate Social Media Applications
Based on Customer Criteria and Strategy
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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9. Technology
Scheduling Tools Will Improve Productivity And
Ensure Consistent Engagement
• Tweet Deck • Hootsuite
www.tweetdeck.com - Desktop www.hootsuite.com - Desktop
Application That Shows Twitter, Application That Links Twitter,
Facebook, Search And Followers On Facebook, Search And Followers
One Screen On One Screen
• Sendible • Friendfeed
www.sendible.com - Links Multiple www.friendfeed.com - Connects All
Social Media Applications From One Social Media Applications From
Desktop Application. Allows For One Desktop View
Scheduling of Future Posts.
Creative Business Consulting Group www.cbc-group.net
Technology
Mobile Technology Can Improve Efficiency And
Responsiveness When Out Of The Store
Creative Business Consulting Group www.cbc-group.net
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10. Time Management
Plan Your Participation On A Weekly Basis And
Then Break Into Manageable Daily Efforts
xxx
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Time Management
How Often You Connect With Customers Will
Improve Your Effectiveness With Social Media
Creative Business Consulting Group www.cbc-group.net
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11. Time Management
Use A Social Media Planning Calendar
617-437-9191 Creative Business Consulting Group www.cbc-group.net
Time Management
Weekly Planning Should Incorporate A Variety Of
Sites, Topics And Posting Categories
Theme: Fall Bicycle Riding September
Sunday Monday Tuesday Wednes Thursday Friday Saturday
Sept 18 Sept 19 Sept 20 Sept 21 Sept 22 Sept 23 Sept 24
Fall Quote Why Bike In Fall How To Video Cust Survey Weekend Rides New Equipment FB only Contest
Facebook Blog Post You Tube Facebook Facebook Facebook Facebook
Twitter Twitter Reply to Fans Twitter Twitter Twitter
Reply to Fans Reply to Fans Twitter Reply to Fans Email Newsletter Reply to Fans
Facebook Link to Website Link to Website
Reply to Fans
The Desired Outcome Is An Integrated Campaign Focused On A Central
Theme That Engages Customers Across A Range Of Relevant Applications
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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12. Content Management
Providing Entertaining And Enlightening
Content Will Inspire Your “Community”
• Answer The Question, “What
Does My Audience Need?”
• Remember the 40/30/30 Rule
• Ask A Question Or Explain
What’s Coming Next; Don’t
Just Attach Links
• Ask Opinions; Involve Your
Fans
• Provide Useful Information.
Give Advice, Blog Posts,
Pictures, Etc.
• Share Your Brand Personality
Creative Business Consulting Group www.cbc-group.net
Content Management
Make Your Content Interesting; Your
Customers Are Looking For Entertainment
617-437-9191 Creative Business Consulting Group www.cbc-group.net
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13. Follow Creative Business Consulting Group
We Talk Retail In These Places!
@RetailHelper
http://cbcgretailreport.blogspot.com
www.linkedin.com/in/lynnswitanowski
http://www.facebook.com/CBCGroup
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