strategically defining your social media tactics: randall turner at state of search 2013

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1

Strategically Defining YOUR Social Media Tactics

November 18, 2013

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2

Who I Am

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 3© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 3© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 3

Why?

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4

Content

Social Search

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5

Primary Challenge — Social Media Impact

Source: Altimeter Group

56%Unable to link social media to business outcomes

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6

Source: Search Engine Journal

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7

Who is telling YOUR story?

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8

“Marketing strategy is only as good as it is (right now). It requires full participation from brand marketers and business proprietors…”

— Rob Garner, Author

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9

Strategy vs.

Tactics

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10

Strategy

“How do we get there?”

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11

Tactic

“How EXACTLY do we get there?”

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12

You Are Here

You Want To Be Here

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13

You Are Here

You Want To Be Here

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14

A plan of all actions (tactics) required to meet a company’s mission, goals, and objectives.

My Definition of STRATEGY

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15

Goals are BROAD

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16

Objectives are SPECIFIC

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17

Build Up Your Social Networks

tactic

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18

Engaging Your Audiences

strate

gy

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19

No Strategy = Failed Campaigns

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20

Example — Achieving Success

Preliminary Goal:We want to grow our social community to provide more real-time updates.

Revised objective:We want to grow our social community by 25% this year.

Specific objective with measurable KPI

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 21© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 21© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 21

Example — Reporting Success

Reporting on Growth:20% growth in social

Reporting on KPI:Social campaign fell short by 5% of target audience

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22

Real-Time Approach

1. Act in the moment, be fluid2. Enable the spirit of your audience3. A company’s visibility is what it says about itself

and what others say 4. Reach out to audiences in real time in a sincere

and present manner

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23

So What?

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24

The product is the PROCESS

You Don’t Sell or Buy Social Media

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25

The Social Engagement Sprocket

ComdataSVS

YouTube

Facebook

LinkedIn Twitter

Interviews

Press Releases

Professional Journals

Google+

YOUR Website and Blog

Slideshare

Pinterest

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26

Sample Editorial Calendar

   TOPIC/TITLE CONTENT/DETAILS KEYWORD(S) TARGET PERSONA Call To Action

Blog 1          

Due Date: 11/18/13 Survey Says: ClearPath Analytics Decreases Employee Turnover Rates

ClearPath Benchmarking analysis helps you understand why employees leave companies and what you can do to keep yours.

Employee Survey, Employee Surveys

Managers, Employees, HR Call for your free quote. Follow us on Facebook and Twitter for the latest news.

Publish Date: 11/20/13   

Blog 2          

Due Date: 11/22/13 Decrease Turnover: Employee Satisfaction Surveys Improve Organizational Performance

Understand the company culture, access employee benefits, improve teamwork, improve satisfaction and productivity, access employees' long term commitments, identify succession planning needs, improve the work lives of all employees

Employee Satisfaction Survey, Employee Satisfaction Surveys

Managers, Employees, HR Call for your free quote. Follow us on Facebook and Twitter for the latest news.

Publish Date: 11/27/13   

Blog 3          

Due Date: 11/29/13 Communication Key to Success: Create Common Language Within Your Organization

Gain a clear understanding of employee impressions, assumptions, views and sentiments, measure misconceptions, build stronger relationships between management and staff

Organizational Communication

Managers, HR Call for your free quote. Follow us on Facebook and Twitter for the latest news.

Publish Date: 12/4/13   

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 27© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 27© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 27

ComdataSVS

Book-marking Accounts

Press Releases

Twitter Followers

Blog

Google+

Facebook Friends LinkedIn

Email

RSS Feed

Content Sharing

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28

BloggersLinked In network

New Content Streams

2nd Tier visibility

Geographic keywords

Your Blog Audience

Discovery StreamsContent

Tagged from Keywords

Bookmarking Sites

RSS Feed Subscribers

Popularity Streams

Twitter Followers

FB Friends

Press Releases

YOUR Publishing Platform

TriggersACTIVE SHARING —

ExtendingYOUR

Content

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 29© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 29© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 29

Key Takeaways

Commit to it

Plan ahead

Revise, revise, revise

Be creative

Be genuine

Use common sense

Update regularly

Communicate to others

1

2

3

4

5

6

7

8

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30

Randall TurnerCOO — Advice Interactive Group5900 Lake Forest Drive, Ste. 120McKinney, TX 75070(O) 214.310.1356rturner@adviceinteractive.com