How Social Media Objectives Impact 
Social Media Outcomes

1. BRAND DRIVEN digital
nick westergaard | branddrivendigital.com | spring 2013
Strategy First
How Social Media Objectives Impact
Social Media Outcomes

2. About Me
@NickWestergaard
#SocialBootCamp
BrandDrivenDigital.com

3. BrandDrivenDigital.com
WorkTalkShow.com

4. Today - Strategy First: How Social
Media Objectives Impact Outcomes
‣ Setting the Stage
‣ Outcomes: Why Strategy Matters
‣ Getting Started with Social Strategy
‣ Social Strategy Boot Camp

5. 1
Setting the Stage

6. Social Media = Good
Photo via Flickr user Denis Dervisevic

7. There are a
BILLION
PEOPLE
on Facebook

8. What Now?

9. You Can’t Manage
What You Don’t Measure
Photo via Flickr user JeffMcNeill
- Peter F. Drucker

10. You Can’t Measure
What You Don’t
MANAGE

11. 2
Why Social
Strategy Matters

12. Building a Budget
Photo via Flickr user 401(K)2012

13. Internal Resource Needs
Photo via Flickr user Wilmox

14. External Resource Needs
Photo via Flickr user vancouverfilmschool

15. Who Are You Trying
to Reach?
Photo via Flickr user kateuhu

16. Which Channels?
Photo via Flickr user Ian Wilson

17. What Kind of Content?
Photo via Flickr user katerha

18. Ground Daily Work
Photo via Flickr user christopherwoo

19. Team on the Same Page
Photo via Flickr user Sidfried Lumberg

20. Integrate Social Across
Business
Photo via Flickr user LillyKnit

21. Measurement Framework
Photo via Flickr user sterlic

22. Determine ROI
Photo via Flickr user Bruce Turner

23. Find Your Way If Lost
Photo via Flickr user meerindab

24. Target Business Objective
Photo via Flickr user comedy_nose

25. 3
Getting Started
with Social Strategy

26. 6 Honest
Serving-Men
Photo via Flickr user Rozmi’sl

27. Unpacking the “Serving Men”
‣ WHY are we doing this? — Business objective
‣ WHAT are we doing? — Something with social media*
‣ WHEN does this happen? — Timing
‣ WHERE does this happen? — Offline & online space
‣ WHO does this involve? — Personnel
‣ HOW do we get it done? — Tools
* Are you sure it has to be social media?

28. The Business Objective
Photo via Flickr user m.gifford

29. 5 Uses of Social Media
‣ Branding
‣ Sales
‣ Market Research
‣ Customer Service
‣ Lead Generation

30. No BS 7 Uses of Social
‣ Brand Awareness
‣ Protect Brand Reputation
‣ Enhance Public Relations
‣ Build Community
‣ Enhance Customer Service
‣ Facilitate Research and Development
‣ Drive Leads and Sales

31. ‣ Branding
‣ Building a Community
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Leads & Sales
The 6 Things Social Media Can Do

32. 4
What You Can Do

33. Des Moines - April 11th
Science Center of Iowa
REGISTER NOW >>
SocialStrategyBootCamp.com
Promo Code: DSMsocialPhoto via Justin Tedford Photography

35. nick westergaard | branddrivendigital.com | spring 2013
BRAND DRIVEN digital
Questions?
blog: branddrivendigital.com
podcast: worktalkshow.com
twitter: @nickwestergaard