Developing a Social Media Strategy in 7 Steps

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Why Before How:<br />The Keys to Developing a Social Media Strategy in 7 Steps<br />Social Media AZ<br />August 20, 2009<b...

This is the Tip of the Iceberg<br />#SMAZ<br />Socialmediaaz.org<br />Social Media AZ on LinkedIn<br />www.convinceandconv...

Old Marketing is Archery. New Marketing is Ping Pong.<br />Use Targeting and Interruption to Convince<br />Use Human Engag...

A Successful Social media Program:<br />Uses Humanization and Approachability to Influence How the Company Is Perceived by...

Social media Isn’t a Conversation. It’s Where the Conversation Takes Place<br />

Worry about the tools last, not first<br />www.theconversationprism.com<br />

Tools Change. Always..<br />Share of Search, 1999<br />

Step 1: What’s Your Pitch?<br />

The Elevator is Dead<br />

What Does Your Company Do? <br />In 120 Characters<br />

Step 2: What’s the Point?<br />

What type of program is this? Awareness?<br />Sales? Loyalty?<br />

Step 3: Current Relationship<br />

What Does The Audience Know About You?<br />

Pick Up to Two, Adjacent<br />

Step 4: How Does the Audience Use Social Media?<br />

The World According to Social Media<br />China<br />India<br />United States<br />

We’re Not All Spielberg<br />

1961 Entries<br />300 Entries<br />

Map Demographics To Social Media Usage<br />http://www.forrester.com/Groundswell/profile_tool.html<br />

Determine Who You’re Going to Reach. <br />Select 1 to 3. <br />

Step 5: What’s Your One Thing?<br />

<ul><li>Your carefully crafted

Does NOT Make This Happen…</li></li></ul><li>Social media Hinges on Passion<br />Find Your One Thing And Bui...

It’s Not About Ketchup.<br />It’s About Where Ketchup Comes From.<br />

It’s Not About Scissors.<br />It’s About How You Use Them.<br />

Ask Your Customers

Ask Your Agency</li></li></ul><li>Step 6: How Will You Be Human?<br />

It’s About People, Not Logos<br />

Sometimes It’s Better If the Employees Are the Star<br />

Is it About Shoes, Or About People? <br />

Step 7: Identify Success<br />

Know What Success Looks Like Before You Start<br />

If Point = Awareness<br />Web Traffic<br />Web Traffic Referrals<br />Search Volume Trends<br />Followers, Fans, Friends<b...

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