Sandy BlanqueraCEO & Founder of Social Boomerang

Key to Successful Communication:

Aligning Your Business with Your Social Media

Should you join the social media race?

Your customers think you should. 93% of Americans believe a company should have a

social media presence. 85% believe a company should be active with customers

in social media 56% feel a stronger connection with companies they

interact with in social mediaCone Research of 1000+ Americans, September 2008

What do you think?

What is Social Media?Social media is any type of media (video, photo or content) designed to bedisseminated through social interaction,typically through internet and web-basedtechnologies. It may result in socializing, collaboration, sharing, working and more.

Just get startedGet them all - a twitter, linkedin, facebook, YouTube,

pages, groups, lists, blogs….

Lots of people say….

Focus your energy on the results you want.Add other accounts later if it makes sense.End up with better results, less training, less cost, less

effort.

Do you need to engage everywhere?

Aligning Your Business to Your Social Media Plan

There are lots and lots and lots of reasons. But really most of them fall into to main buckets.

Why Use Social Media?

Hold conversation and engage the

desired audience

Create pages, links, content that increase presence, rank, SEO on the

web

1. Marketing, building brand awareness & advocacy2. Building a network for sales and lead generation3. Recruiting hires4. Reputation management, monitoring the conversation

around your brand5. Driving traffic to your site, blog or other social media sites

10 Ways to use social media for business

6. Public relations7. Monitoring customer experience and interacting to provide

customer service8. Strengthen loyalty of existing customers9. Knowing the industry landscape and knowledge of

competitive brands10. Branding yourself as expert to grow your business

10 Ways to use social media for business

Look at the 10 reasons and select those that you think make sense for your situation.

Rank them, paying special attention to your top 2-3.

Rank the 10 reasons

Business Goal – primary objectives that benefit the operation or growth of the business, usually over a three year or less period. Examples: Sell 300 widgets online by driving traffic from pay per click

adsStaff up operations jobsExpand to three new states.

Definition Business Goal.

Marketing Goal – quantitative translations of the company’s financial objectives that support marketing in terms of sales dollars, units, market shares, distribution channels, awareness, and key accounts. Examples:Promote gifts selectively in traditional and on-line media.Create a well-designed Web site that is fast, easy to

navigate, responsive, and gives visitors the information they need.

Definition Marketing Goal.

Communication Goal – defined objectives for delivering messaging, developing channels or targeting audiences intended for messaging. The focus is on the programs, products or services used to deliver the goals. Examples:Perform a communication audit.Develop social media networking accounts and profiles.Identify targeted list of CIO’s for e-newsletter distribution.

.

Definition Communication Goal.

List your business, marketing and communication goals.

Do your goals align with your top 2-3 reasons for using social media?

If not, should you change your focus?

Is it important to have a connection between all these goals?

What are your goals?

Does this exercise change your mind about how social media should be integrated into your communication and operational plan for your business?

Are you spending time on social media activity that isn’t relevant to your goals?

Are you even ready to stat social media?

Now What?

What’s holding you back?

Now that you know your direction…

FacebookB to C, some B to B500 million usersMedian age = 26

Pick a channel

LinkedInB to B80 million users

Median age = 41

TwitterB to B, B to C6 million users

per monthMedian age = 31

Create A Plan.Why do I need a plan?

Improve your current operational processesBetter resultsFewer mistakesTargeted marketSave time and moneyExperts can also give you answers

Elements of a good planGoals ROI and performance metricsCommunication and buy-in from all stakeholdersApproach to tackle obstaclesResources –finding $$$, people & timeHire, contract or train helpIntegrating marketing and branding planHow to build the network

Elements of a good plan (cont.)Implementation planCreating content planSocial media policyOptimization strategy – keywords, linking, integrationOnline and offline integrationMonitoringReporting

PlanStrategy Tactic ActionBuild the online brand

Define the brand Review existing documentation Review existing websites Determine keywords Develop a branding package for sm community members Create guidelines around branding

Define targeted communities

Identify all stakeholders Create a plan to target each community

Setup branding evaluation tools

Set up accounts for Google Alerts, Google Reader using keywords Appoint person to manage Alerts & Reader Set up tools to evaluate Twitter results: twitter search, tweetlater Determine who will use information and how to use List all methods for checking constituent feedback: meetup comments,

facebook comments, blog comments, etc.

Create content ideas Members determine a list of ideas for each community type to be used in branding packet and for generating blog, facebook, meetup and twitter posts

Engage the brand Identify individuals who will proliferate content and by which applications Contact all social media community member volunteers Create strategy for communicating content out to community managers Proliferate content

Branding training Meet with SM community volunteers to train on branding strategy and roles

Research and Understand Content Opportunities

Nurses PharmacyServices EquipmentCustomer Service

Translation

Trasportation

Create a Content Posting ScheduleApril

Date  Type of

Post Heading bit.ly link

1-Apr Pharmacy LinkWorkers Comp Pharmacy Spending Rose in 2008! http://bit.ly/4zcJwQ

2-Apr Services Link National Job Findershttp://www.nationaljobfinders.com/Workers-comp-Job-Finding-blog

3-Apr Equipment Link The one topic that unifies all parties is FRAUD. http://bit.ly/18iwT8

4-AprWorst practices Link Late for work? When does it really matter? http://bit.ly/1UuQXq

5-AprMyths/Facts Link

Myth: There is nothing you can do to control your workers comp. http://bit.ly/ffcds

6-AprTypes of Injuries Link

What types of injuries are compensable under workers comp?

Discussion Link :http://public.findlaw.com/abaflg/flg-12-4k-4.html

7-Apr Wellness LinkCDC Reports Flu Widespread-Is US Workers Comp System Ready? http://bit.ly/36pjxq

8-Apr Process LinkMonthly Workers Compensation Success Story http://bit.ly/18iwT8

9-Aprservices

Q&ADo you have a Work Comp Cost Containment Success Story? http://bit.ly/1UuQXq

10-Aprservices

Q&ADoes worker's comp only take care of employees? Myth or fact? http://bit.ly/ffcds

11-Apr Q&A Social Networking provides clues for fraud. http://bit.ly/36g3Gs

Have a custom graphics made for Twitter and FacebookGet professional photosChoose colors to use consistentlyCreate videos

Create a branded look

Hire an expertUse in-house resourcesTrain usersEstablish process and protocols

Select resources, train in-house resources

Social Media GuidelinesSocial media activities have a meaningful impact to Company We desire to build great content shared among robust networks and which is meaningful and engaging. Through the efforts of our employees we can increase the strength of our message and increase our reach. We encourage our employees and volunteers to be ambassadors of our message, which provides life-altering information and crisis help for youth and families. Employees should utilize social media in an appropriate and useful way in accordance with our mission, operation and communication goals.

What is defined as Social Media?Social media is any type of media (video, photo, content) designed to be disseminated through social interaction, typically through internet and web-based technologies. The definition of social media is growing and expanding, and a partial list of social media types includes: blogs, wikis, social networks, virtual worlds, micro blogs, events, bookmarking, social news, video sharing, photo sharing, opinion sites and social media monitoring. Social Media is built on the foundation of individuals creating their own content and distributing it widely for consumption by others. Who do these guidelines apply to?These guidelines are applicable to employees, contractors and volunteers who create or contribute to social media using either their own personal electronic technology or using NRS electronic technology. We expect all who participate in social media on behalf of NRS to understand and to follow these guidelines. Failure to do so could put your future participation at risk. NRS reserves the right to take disciplinary action against any employee who does not comply with internal policies.

Use of TechnologySocial media activity may occur on a variety of technology platforms such as mobile and web devices. Any such use of technology should be handled in accordance with internal policies. Specifically, employees should refer to the Use of Electronic Communications policy for details on electronic transmission, privacy issues and use of technology and related data.

………

Create a Policy

New Followers

Total Followers

New Online Sales

New Campaigns

Total Links Shared

336 1230 43 2 43

256 1486 56 3 56

Determine Metrics for Reporting

What are you going to do today?

Spend time understanding your directionDecide if it is even the right time to use social mediaDevelop a clear planHire help or select internal resourcesTrainCreate branding, policy, protocolsDetermine metrics

Summary

Sandy BlanqueraInfo@socialboomerang.com