Social media has become an ubiquitous part of business marketing. Recognizing that it is essential to integrate your efforts surrounding the use of social media to complement your marketing and communication plan, this workshop will include a discussion around tying these efforts together and best practices in doing so. During this hands-on workshop, we will help you get started on developing a social media strategy with laying down the foundation for a consistent and clear path. This workshop is designed for those who are at the early stages of using social media at their organizations.

1. $ocial Media Strategy
on a Budget
Social Media Strategy
Summit
#SMSsummit

2. Your Presenters
@rachelmetscher
#SMSsummit
@VSteeleTweet

3. Workshop Overview
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State of Social Media
How to P.O.S.T. Before You Post
Listening vs. Monitoring
How to Create a Social Media Team
How to Create a Social Media Playbook
Best Practices
Rules of Engagement
@rachelmetscher
#SMSsummit
@VSteeleTweet

4. Budget Definitions
• There is more than one kind of budget
– Monetary (Cost)
– Labor (Time)
– Materials (Resources)
@rachelmetscher
#SMSsummit
@VSteeleTweet

5. Poll
Does your organization have a
Social Media budget?
@rachelmetscher
#SMSsummit
@VSteeleTweet

6. Current Situation
52% of B2C content marketers feel challenged by
their budget. (Content Marketing Institute)
@rachelmetscher
#SMSsummit
@VSteeleTweet

7. The Current State of Social

8. Concordia University Irvine - Before Veronica Steele
@rachelmetscher
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9. Solution
@rachelmetscher
#SMSsummit
@VSteeleTweet

10. When Hiring
@rachelmetscher
#SMSsummit
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11. But First You Need..
@rachelmetscher
#SMSsummit
@VSteeleTweet

12. Create Your Formula for Social Media Success =
Nail Down Your Social Media Strategy: P.O.S.T
**People’s Time, Content Curation and Creation, Distribution
@rachelmetscher
#SMSsummit
@VSteeleTweet

13. P.O.S.T or BUST
If you are focusing on whether you should “do YouTube” or “Pinterest” you
don’t get it.
@rachelmetscher
#SMSsummit
@VSteeleTweet

14. Limited Budget Means Getting Resourceful
No FTE for Social? Get Resourceful
No $$$, leverage social media brand ambassadors
@rachelmetscher
#SMSsummit
@VSteeleTweet

15. Activity Time
Outline Your Organizations P.O.S.T
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People
Objective
Strategy
Technology
@rachelmetscher
#SMSsummit
@VSteeleTweet

16. Where To Begin
@rachelmetscher
#SMSsummit
@VSteeleTweet

17. Listening
@rachelmetscher
#SMSsummit
@VSteeleTweet

18. Monitoring
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@rachelmetscher
#SMSsummit
Hootsuite
Tweetdeck
Google Alerts
Search
Radian6
Sysmos
Media Alert Vendors
PR Agencies
@VSteeleTweet

19. Set up Community Managers

20. Poll
How is your organization set up for
social right now?
@rachelmetscher
#SMSsummit
@VSteeleTweet

21. Activity Time
Social Media Community Managers Model

22. Social Media Policy
Human
Resources
vs.
• Acceptable Behavior
• Legal
- HIPPA
- FERPA
• Access to Social at Work
• Professional Guidelines
@rachelmetscher
#SMSsummit
@VSteeleTweet
Marketing and
Communication
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Branding
Identity / Voice
Public Relations
Crisis
Communications
• Risk Management

23. What’s Involved in Training
@rachelmetscher
#SMSsummit
@VSteeleTweet

24. No Policy? Consider a Playbook
Social Media Playbook
@rachelmetscher
#SMSsummit
@VSteeleTweet

25. No Policy? Consider a Playbook
Social Media Playbook Ingredients
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FAQs
Guidelines
Expectations
Do’s and Don’ts
– Scenarios
• Social Media Policy
@rachelmetscher
#SMSsummit
@VSteeleTweet

26. Who Should be Involved in Creating the Playbook
Social Media Playbook:
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Legal
HR
Senior Leaders
Marketing
PR
Community Relations
Sales
Product Development
@rachelmetscher
#SMSsummit
@VSteeleTweet

27. Policy or Playbook
@rachelmetscher
#SMSsummit
@VSteeleTweet

28. BEST PRACTICES

29. Best Tip #1: Learn from Others, Help Others
@rachelmetscher
#SMSsummit
@VSteeleTweet

30. Best Tip #2: Read, Read and Read Some More
@rachelmetscher
#SMSsummit
@VSteeleTweet

31. Best Tip #3: Plan for Success…
Otherwise you plan for failure
@rachelmetscher
#SMSsummit
@VSteeleTweet

32. Best Tip #4: Where to Find Resources?
@rachelmetscher
#SMSsummit
@VSteeleTweet

33. Best Tip #5: You Need an Executive Champion
@rachelmetscher
#SMSsummit
@VSteeleTweet

34. Best Tip #6: Change is Hard
@rachelmetscher
#SMSsummit
@VSteeleTweet

35. Best Tip #7: It Takes a Village
I am
ready
Can’t
Wait
Yay!
@rachelmetscher
#SMSsummit
@VSteeleTweet
I
Tweet!

36. Best Tip #8: Don’t Be Afraid
@rachelmetscher
#SMSsummit
@VSteeleTweet

37. Bonus #1: Where Can You Find Content to Share
Caring is Sharing, but where do you begin?
@rachelmetscher
#SMSsummit
@VSteeleTweet

38. Bonus #2: Be Passionate: Excitement is Key
@rachelmetscher
#SMSsummit
@VSteeleTweet

39. Bonus #3: Control vs. Channeling
@rachelmetscher
#SMSsummit
@VSteeleTweet

40. Bonus #4: Reporting
Social Media Metrics
This graphic comes from a Corporate Executive Board social media member survey. Those surveyed
were asked to indicate which metrics they use to track the performance of a social media campaign.
@rachelmetscher
#SMSsummit
@VSteeleTweet

41. Bonus #4: Reporting
What to Report? Suggestions
@rachelmetscher
#SMSsummit
@VSteeleTweet

42. Bonus #5: Engagement vs. Broadcasting
@rachelmetscher
#SMSsummit
@VSteeleTweet

43. Wrap Up
@rachelmetscher
@VSteeleTweet
#SMSsummit

44. Questions
@rachelmetscher
@VSteeleTweet
#SMSsummit

45. Resources
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Radian6
eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/
Blog: http://www.salesforcemarketingcloud.com/blog/
Webinars: http://www.salesforcemarketingcloud.com/resources/webinars/
Public Relations Society of America (PRSA)
Blog: Building Marketing Strategies for Higher Education
: http://buildingmarketingstrategies.wordpress.com/
Blog: Social Media Strategies
Summit: http://socialmediastrategiessummit.com/blog/
Social Media Today, http://socialmediatoday.com/
Metscher’s Musing, http://metschermusings.wordpress.com/
Social Media Playbook: http://www.slideshare.net/rmetscher/social-mediaplaybook-20544843
How to Create Your Own Social Media Playbook,
http://readwrite.com/2012/04/09/how-to-create-your-ownsocial#awesm=~obTk8MFg9aUFHR
@rachelmetscher
#SMSsummit
@VSteeleTweet

46. Resources
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Marketplace
Education: http://www.marketplace.org/topics/economy/education
Experian Blog: http://www.experian.com/blogs/marketing-forward/
Hobsons Blog:
Content Marketing Institute: http://contentmarketinginstitute.com/
How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-mediabusiness-strategy/
http://www.forbes.com/sites/deannazandt/2013/05/22/3-essentialcomponents-of-successful-social-media-campaigns/
Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube
http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-topromote-your-brand-on-youtube?adref=nlt062613
Six Digital Metrics to Watch, http://goo.gl/Q3LUi
Social Media ROI: http://bootcampdigital.com/measuring-social-media-withalan-knecht/
@rachelmetscher
#SMSsummit
@VSteeleTweet

47. Resources
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Marketplace
Education: http://www.marketplace.org/topics/economy/education
Experian Blog: http://www.experian.com/blogs/marketing-forward/
Hobsons Blog:
Content Marketing Institute: http://contentmarketinginstitute.com/
How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-mediabusiness-strategy/
http://www.forbes.com/sites/deannazandt/2013/05/22/3-essentialcomponents-of-successful-social-media-campaigns/
Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube
http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-topromote-your-brand-on-youtube?adref=nlt062613
Six Digital Metrics to Watch, http://goo.gl/Q3LUi
Social Media ROI: http://bootcampdigital.com/measuring-social-media-withalan-knecht/
@rachelmetscher
#SMSsummit
@VSteeleTweet

48. Resources
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Ensure Strategt Not Tactics Drives Social Media
http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategynot-tactics-drives-your-social-media
What Do You Need to Make Social Media Successful in Higher Ed?
http://socialmediatoday.com/rmetscher/1600341/what-do-you-need-makesocial-media-successful-higher-ed
9 Ways to Keep You Fresh, Inspired and Creative,
http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-you-freshinspired-and-creative
5 Social Media Metrics That You Should Pay Attention To,
http://socialmediatoday.com/digitalsherpa/1586596/5-social-media-metricsyou-should-pay-attention
Social Yin and Yang: The Perfect Union of Strategic Listening and RealTime Engagementhttp://socialmediatoday.com/jordanv/1602056/social-yinand-yang-perfect-union-strategic-listening-and-real-time-engagement
@rachelmetscher
#SMSsummit
@VSteeleTweet

49. Resources
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Brian Solis, http://www.conversationprism.com/
HootSuite blog, http://blog.hootsuite.com/social-media-storytelling-3/
Winning the Sorytelling War by Jonah Sachs
http://www.youtube.com/watch?feature=player_embedded&v=xvaPF_y-fiU
Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a
Good Story, http://socialmediatoday.com/bryan-kramer/1570971/summerand-social-media-why-you-need-campfire-fishing-pole-and-good-story
Altimeter Group, Social Business Survey,
http://www.altimetergroup.com/research/reports/evolution-social-business
Empowered, Groundswell’s blog, http://forrester.typepad.com/groundswell/
3 Reasons Why Social Media Policy Is More Important Than Strategy,
http://marketingland.com/3-reasons-why-social-media-policy-is-moreimportant-than-strategy-43873
@rachelmetscher
#SMSsummit
@VSteeleTweet