Clothing The Emperor: 10 Questions To Ask Yourself When Developing A Social Media Strategy
1. 1
Clothing the Emperor
10 Questions to Ask When Developing A Social www.idfive.com Strategy
225 e. redwood street baltimore, md 21202 410.837.5555 Media
2. 2
What are
you trying to
accomplish?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
3. 3
Success Metrics
๏ Traffic
๏ Leads
๏ Conversions
๏ Engagement
๏ Awareness
๏ Being cool
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
4. 4
ROI = Success Metric / Money Spent
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
5. 5
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
6. 5
$5,000 spent
=$5/click
1,000 clicks
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
7. 5
$5,000 spent
=$5/click
1,000 clicks
1,000 clicks =10% conversion to leads =$50/lead
100 emails
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
8. 5
$5,000 spent
=$5/click
1,000 clicks
1,000 clicks =10% conversion to leads =$50/lead
100 emails
100 emails =5% conversion to sales =$1,000/sale
5 purchases
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
9. 5
$5,000 spent
=$5/click
1,000 clicks
1,000 clicks =10% conversion to leads =$50/lead
100 emails
100 emails =5% conversion to sales =$1,000/sale
5 purchases
ROI= $1,000/sale
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
10. 6
Rick Page
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
11. 6
Hope is not a strategy.
Rick Page
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
12. 7
Why Social Media?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
13. 8
Why?
๏ Where’s your audience?
๏ Do you want to build stronger relationships?
๏ Do you just want to be on the bandwagon?
๏ Do we fill a niche that’s not filled anywhere else?
๏ Do you do something better?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
14. 9
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
15. 10
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
16. 11
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
17. 12
What kind of social media will best help
you achieve your goals?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
18. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
19. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
20. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
21. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
22. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
23. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
24. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
25. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
26. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
27. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
28. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
29. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
30. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
31. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
32. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
33. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
34. 13
Uses of Social Media
Person-to-Person Relationships
๏ Networking Organizing
๏ Publishing Sharing Experiences
Discussions
๏ News Gathering & Distributing Information
๏ Collaboration Creating “Buzz”
Communicating Experience
๏ Media Sharing Collaborating on Projects
๏ Reviews/Opinions/ Influencing Choices
Directories Providing Guidance
Fostering Common Interests
๏ Organizing Raising Awareness
๏ Virtual Worlds Raising Money
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
35. Are you prepared to give up control of your
14
brand...even a little bit?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
36. 15
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
37. 16
brand
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
38. 16
Company brand Customers
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
39. 17
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
40. 17
Brands are collaborations.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
41. 18
How do you plan to get people to visit?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
42. 19
Not very likely
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
43. 20
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
44. 21
Who is going to be responsible for
maintaining your social media presence?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
45. 22
Roadkill painting syndrome
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
46. 23
Tips on staffing
๏ Make it part of the job description
๏ Provide clear evaluation criteria
๏ Expect autonomy
๏ Recognize the new workload
๏ Integrate with communications: it’s not a technical position
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
47. 24
Do you have the resources?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
48. 25
Costs
๏ Content creation on a regular basis
๏ Setting up site
๏ Monitoring
๏ Reporting
๏ Opportunity cost
๏ Production
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
49. 26
How does social media fit into a larger
marketing/communications strategy?
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
50. 27
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
51. 28
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com