adfed columbus: social media strategy
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333 W. Nationwide Blvd. Columbus, Ohio 43215
614-255-2333
Presentation for
AdFed Columbus: Social Media Strategy January 18, 2013
THE MAYANS WERE WRONG…
But, so was Newsweek
“Visionaries see a future of telecommuting
workers, interactive libraries and multimedia
classrooms. They speak of electronic town
meetings and virtual communities. Commerce
and business will shift from offices and malls
to networks and modems. And the freedom of
digital networks will make government more
democratic.
But, so was Newsweek
Baloney. Do our computer pundits lack all
common sense? The truth is no online
database will replace your daily newspaper, no
CD-ROM can take the place of a competent
teacher and no computer network will change
the way government works.”
NewsWeek February 26, 1995
SO WHAT? WE (BRANDS, COMPANIES, ORGANIZATIONS, PEOPLE)
NEED TO BE IN SOCIAL MEDIA!
A share campaign
An infographic
A Twitter party
A blogger outreach campaign
A Facebook page
A Twitter handle
A corporate blog
A Social Media Strategy is not…
HOW?
Organizational Goals
Marketing Strategy
Digital Strategy
Social Media Strategy
Establish the participation motivation
– “I’m joining social media because xxxxxxxxxx”
Identify the challenges or needs
– Does the organization have the resources to sustain long-term engagement?
– Is there a cultural barrier around message control?
Gain a perspective on yourself and the competition
– Walk the walk before talking the talk
– Start small, test and learn
– Guide the experience; be authentic and operate in real time
Set benchmarks
– Social Networks (fans, # of event attendees)
– Social Media (media impression, number of blog placements, number of tags)
Social Media Strategy: Getting Started
MONITOR : ENGAGE : MEASURE
MONITOR ENGAGE
MEASURE
MONITOR
Listen to the conversation and identify influentials
Audit the assets you have
OWNED
EARNED & FOUND
Brand
PRODUCTS Bran
d PROJECTS
Brand
ARTICLES Bran
d PHOTOS
Brand
VIDEOS
Brand
REVIEWS Bran
d BLOG POSTS
Brand
SOCIAL POSTS
Brand
PHOTOS Bran
d VIDEOS
Brand
PROGRAMS
Brand
BRAND
MONITOR : ENGAGE : MEASURE
MONITOR ENGAGE
MEASURE
MONITOR
Listen to the conversation and identify influentials
ENGAGE
Target influentials; generate positive brand discussion
Ask Questions
Run a Contest
Re-Post, Re-Tweet, Re-Blog Their Content
Engage Your Audience
MONITOR : ENGAGE : MEASURE
MONITOR ENGAGE
MEASURE
MONITOR
Listen to the conversation and identify influentials
ENGAGE
Target influentials; generate positive brand discussion
MEASURE
Evaluate efficacy; refine messaging and outreach targets as necessary
STRATEGY IN ACTION
Enable business units
Streamline workflow
Grow advocates
Integrate with other marketing efforts
A scalable program
Embrace transparency
Embrace critical comments
Embrace trust
Keys to Success
Don’t forget the Mayans
Salesforce Marketing Cloud, December 21, 2012
THANK YOU
QUESTIONS
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