To be successful with social media, you need a plan. In this presentation, I review a framework strategy approach that aligns the business strategy and goals with social media activities and keeps those activities accountable via analytics and key performance metrics. This deck was presented at the BMA Chicago breakfast series on May 16, 2012.

1. Social Media
Get Past the Hype and Get Down to Business
Using Social Media to Listen, Engage & Grow

2. Social Software Has Matured
Source: Gartner Hype Cycle 2012
2

3. Social Media Reaction Scenarios
Risk Benefits Trust Response Risk Benefits
Perceived Actual
High Low Low Control High None
High Low Low Ignore High None
Varies High Varies Explore Low Low
Low High High Engage Low High
While organizations that attempt to ignore or control social media perceive high risk, the actual risk of
this reaction is high due to blind spots, missed market opportunities, and more agile
competitors who realize the benefits of engaging.
3

4. Social Media Business Context
Execution Framework Social Solution Suite Results
Accountability
Mission
Vision
Focus
Business Interesting Channels
Direction
Strategy ROI
Social ü Influence
ü Engagement
Word of Mouth Timing Media ü Sales
Marketing
Message
Brand Was there a reaction?
Public Relations
Advertising Was it the reaction we
wanted to achieve? Social Media KPI’s
Company’s actions Metrics for ü Feedback
ü Targets achieved
Public Policies
Stories Accountability ü Guidance
Company What were the best
channels?
How do we do better?
Values Achievement targets
People
Social responsibility

5. Social Solution Suite
A
set
of
social
media
channels
and
the
means
of
measuring
actionable
outcomes
so
that
you
can
adjust
your
market
messages
to
best
effect
and
START HERE maximize
your
Strategic
Objectives
Adjust Message

6. Traditional Sales Funnel Now Social
6

7. Identify & Engage with Promoters
7

8. Who Do You Want to Reach?
• Customer • Employer
satisfaction branding
• Promotion • Employee
• Competitive Intel relations
• Collaboration
Human
Marketing
Resources
Investor Partner
Relations Network
• Reputation • CRM
management • Supply Chain
management
• Procurement

9. Influence, Not Control
9

10. One Size Does Not Fit All
Source: “Which Social Media Channels Should Your Business Use?”
http://www.phillymarketinglabs.com/2011/05/05/which-social-media-channels-should-your-business-use/ Accessed on June 21, 2011

11. One Channel Does Not Fit All
The Conversation Prism
YouTube isn’t the
only game in town
Source: Brian Solis & JESS3, www.TheConversationPrism.com

12. Social Network Demographics
Statistic Facebook LinkedIn Pinterest Twitter YouTube
Monthly 155M 26M 20M 39M 151M
Unique Visitors
Gender % 45M/55F 51M/49F 18M/82F 45M/55F 50M/50F
Largest Age <18 (26%) 35-44 (23%) 45+ (35%) 25-34 (23%) 18-24 (20%)
Group (% of
whole)
2nd Largest Age 18-24 (24%) 25-34 (21%) 35-44 (29%) 18-24 (22%) <18 (26%)
Group 45-54 (21%)
Household 150K+ (32%) 150K+ (13%)* 50-100K (46%) 150K+ (30%) 150K+ (29%)
Income
(site vs. total internet)
Ethnicity African Asian Not available African Hispanic
(site vs. total internet) American American
* Quantcast data for LinkedIn’s Household Income has
been directly measured but does not match reported Sources: compete.com, quantcast.com, onlinemba.com May 2012
Internet averages used to derive their index elsewhere.

13. Measure to Improve
13

14. S oci al M edi a Insi ght Tool s

15. Insight Tools
Free Pay
http://wiki.kenburbary.com/social-meda-monitoring-wiki

17. Key Metrics
• Unique visitors • Sentiment (NPS)
• Pages visited • Reviews
• Time on site • Recommendations
• Bounce rate • Referrals
• Posts • Tweets
• Comments • Retweets (RT)
• Post: Comment ratio • Mentions
• Search engine ranking • Connections
• Followers

18. Connect Metrics to the Bottom Line
Thanks to Nichole Kelly for the image. Attribution-NoDerivs 2.0 Generic (CC BY-ND 2.0)

19. The Social Solution Suite
PUTTING IT INTO PRACTICE
19

20. Social Solution Suite
A
set
of
social
media
channels
and
the
means
of
measuring
actionable
outcomes
so
that
you
can
adjust
your
market
messages
to
best
effect
and
START HERE maximize
your
Strategic
Objectives
Adjust Message

21. nAblement is a unique channel of SPR
Companies focused on supporting the training,
mentoring, networking, placement and
professional growth of qualified candidates with
disabilities into technology roles.
21

22. Putting it into Practice: nAblement
22

23. nAblement Blog
Audiences:
• Persons with a
disability interested
in IT careers
• Employers
interested in a more
diverse, inclusive
workforce
• Agencies and
organizations who
can support, extend
reach of message

24. LinkedIn Group

25. nAblement’s Twitter Feed

26. Measure to Improve
Our KPI’s:
• New candidates identified
• New companies identified as partners
• Placements
26

27. Getting Started Today
• Who do you want to reach?
• What are your goals?
• Who is your audience?
• What is your message?
• What will you monitor & measure?
• How will you assess & adjust your
message?
27

28. About SPR Companies
IT Professional Services Firm
Over 35 years in the Midwest
28

29. Maximize Your Impact!

30. Thank You!
Todd Nilson, socialsyntax
tnilson@socialsyntax.net
414.378.2083
Connect!
@socialsyntax