Building a market-based social media strategyBrandon Chesnutt@bchesnuttbchesnutt@identitypr.com11/3/2010

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Social media opened doors

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“We ARE doing social media”LOL

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We need boundaries

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Can you hear me now?

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Build a pilot program for Michigan

Program Goals: • Create conversations • Reduce churn• Amplify promoters• Address detractors• Share news• Support sales

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Strategy

• Listen to conversations • Filter keywords• Segment by need / action• Report findings• Determine engagement• Track sentiment

Our field test

This is awesome

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1700+ Mentions900+ Conversations

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Phones in the hands of 100+ influencers

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What we learned

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Twitter is the gateway to local conversations

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Platforms are connected

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You need to create bulletproof systems

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Applying these concepts to your business

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Start simple:Segment and scrub

mailing lists

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Review location-specific web analytics

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Create your hub

Local Influencer mapping: Bloggers

Peer InfluencersDiscussion Boards

Define: Keywords

Conversation TypesProblems / Actions

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Create location-specific landing pages

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Invest in reporting tools

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This presentation is available at:

http://bit.ly/LA2MIdentity

Thank you

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