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Why Before How:Creating Social Media Strategic Plans in 8 Steps
@jaybaer
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@jaybaer
the tools always change
0
15
30
45
60
share of search
1999
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@jaybaerbaerb@jayb
STOP FOCUSING ON TOOLS!
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worry less about how to do
SOCIAL MEDIA.
focus on how to be SOCIAL
@jaybaer
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@jaybaer@@@@@jjjjaaaaayyyyyybbbbbbaaaaaaeeeeerrrrr@jaybaer
8 step process
Social Media Strategy
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1build an ark
@jaybaer
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DO NOT DOSOCIAL
AT BAYONET POINT
@jaybaer
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@jaybaer@@jjaayybaer
Customer Characteristics
Current Social Metrics Social M(if any)
Web Metrics
Business Metrics
gather data
#esto12
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@jaybaer
2 listen
@jaybaer
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Listening Queries
What’s Being Said About Us?
What’s Being Said About Topics of Interest?
What’s Our Sentiment?
Who’s Saying It?
Where Are They Saying It?
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3 what’s the point?
awareness?sales?
loyalty?
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3 what’s the point?
awareness?sales?
loyalty?
pick one.
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@jaybaer@jaybaer
If You Try to Accomplish Everything in Social Media, You’ll Accomplish Nothing.
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@jaybaer
Unaware Aware Trial Repeat/Enthusiast Advocate
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4 successmetrics
@jaybaer
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@jaybaer@jaybaer
The goal isn't to be good at social media, the goal is to be good at business because of
social media.
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@jaybaer
Whatever you're trying to accomplish dictates how and what you measure.
Awareness Sales Advocacy
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Measure Behaviornot just Data
@jaybaer
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@jaybaer
Weak Metric:Number of
Facebook fans
Stronger Metric: Facebook Engagement Rate
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@jaybaer
Weak Metric:Number of
Facebook fans
Stronger Metric: Facebook Engagement Rate
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Affinity + Weight + Recency =
Facebook Visibility
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@jaybaer
Weak Metric:Number of Clicks
Stronger Metric:Offers Redeemed
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@jaybaer
bit.ly/UsIoIS+
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JUST BECAUSE EVERYTHING IS
MEASURABLEDOESN’T MEAN YOUSHOULD MEASURE
EVERYTHING
@jaybaer
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5 analyze audience
@jaybaer
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Use Research & Personas to Model
@jaybaer
Name:John Doe
Gender:Male
Age:24
Hometown:NYC
Name:Jane Doe
Gender:Female
Age:23
Hometown:NYC
#esto12
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Who Are They?How Do They Use
Social Media?
@jaybaer
Age / Gender / Geography
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@jaybaer
3 Levels of Social
Participation
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@jaybaer
APPLAUD3 Levels of
Social Participation
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@jaybaer
APPLAUD
CRITIQUE
3 Levels of Social
Participation
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@jaybaer
APPLAUD
CRITIQUE
CREATE
3 Levels of Social
Participation
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@jaybaer
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@jaybaer
THE YOUNGER THE AUDIENCE, THE MORE THEY’LL BE WILLING
TO CREATE
j
Give Your Audience Appropriate Social Media Assignments
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@jaybaer
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@jaybaer
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@jaybaer
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@jaybaer
1,961
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@jaybaer
1,961 300
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@jaybaer
6 what’s your one thing?
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@jaybaer
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Passion, Not Features
@jaybaer
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Passion, Not Features
innovation
@jaybaer
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Passion, Not Features
innovation magic
@jaybaer
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Passion, Not Features
innovation magic safety
@jaybaer
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Passion, Not Features
innovation magic safety service
@jaybaer
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Passion, Not Features
innovation magic safety service
You ?????
@jaybaer
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If everyone has a
SPECIAL OFFERyours isn’t that special
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@jaybaer
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7humanization
@jaybaer
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social media
IS ABOUT PEOPLE
not logos.
@jaybaer
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@jaybaer
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8 channelplan
@jaybaer
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Social Media Home Base & Outposts
@jaybaer
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first, win the war of information
@jaybaer
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first, win the war of information
@jaybaer
8
15
2010 2011
10.4
5.3
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Customers view 30 pages on average
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Customers view 30 pages on average75% of sales are virtual
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@jaybaer
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Create a VISUAL Communication Plan
@jaybaer
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use social to promote content first,
company second
@jaybaer
content is fire.social media is gasoline.
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EVERY CHANNEL YOU ADD IS ACOST FIRST,AND THEN MAYBE
A BENEFIT
@jaybaer
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@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
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@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1
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@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
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@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
what’s the point? 3
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@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
what’s the point? 3success metrics 4
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@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
what’s the point? 3success metrics 4
analyze audience 5
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@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
what’s the point? 3success metrics 4
analyze audience 5what’s your one thing? 6
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@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
what’s the point? 3success metrics 4
analyze audience 5what’s your one thing? 6
humanization 7
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@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae
8 Steps: Refresher Course
build an ark 1listen & compare 2
what’s the point? 3success metrics 4
analyze audience 5what’s your one thing? 6
humanization 7channel plan 8
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worry less about how to do
SOCIAL MEDIA.
focus on how to be SOCIAL
@jaybaer
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Jay BaerConvince & Convert
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Jay BaerConvince & Convert
ConvinceAndConvert.com