the art of social media - digital strategy
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The Art of Social Media
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Prepare Your Digital Canvas
Objectives
Audiences
Messages
Tactics
Evaluations
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Objective: Inspire & Engage
“We want people to feel ownership of this museum. We ask them to tell us
what they think. We want to engage with our community.”
Brooklyn Museum
Know Your Objective
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Know Your Audience
5 Behaviors on the Social Web
Watch79.8%
Share61.2%
Comment36%
Produce24.2%
Curate<1 %
(Altimeter Group: 2010 Socialgraphics)
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Know Your Message
Connectedto your objectives
Targeted to your audience
Integrated in your media
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Tactics
Cross-Media Optimization
Brand Management
Relationship Management
Relevant Communities
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Tactic: Cross-Media Optimization
Become your own broadcast
center
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Tactic: Cross-Media Optimization
Blog
Opportunity:Public participationCollaboration
Added Value: SEO & Mobile
In 2012, 43% of U.S. Companies will use their blog for marketing purposes compared to 34% in 2010.
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Tactic: Cross-Media OptimizationFaceboo
kOpportunities:VideoReal-time informationReal-time dialogueEvent promotionB2B and B2C relationsPage to Page
Added Value: SEO & Mobile
750M users
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Tactic: Cross-Media Optimization
Added Value: SEO & Mobile
Opportunities:Search operatorsMonitor conversationsBuild relationshipsEstablish credibilityPublish news and events
Twitter175M users
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Tactic: Cross-Media Optimization
Added Value: SEO & Mobile
Opportunities:Professional networksIndustry relevant groupsEstablish credibilityDialogue and discussion
Linkedin100M users
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Tactic: Cross-Media Optimization
iTunes
Added Value: SEO & Mobile
Opportunities:Sharable audio formatSubscription-based updatesSearchable by topic
200M users with podcast access
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Tactic: Cross-Media Optimization
Flickr
Added Value: SEO & Mobile
Opportunities:Photo sharing groupsGalleries and slideshowsSearchable by keywordEmbed options
51M users
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Tactic: Cross-Media Optimization
Foursquare
Added Value: SEO
Opportunities:Geo-targetingMobile marketingBrand loyaltyFacebook connectTwitter sync
10M users
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Tactic: Cross-Media Optimizatione-
Newsletter
Added Value: Mobile
Opportunities:Marketing databasePromotional reachAnalytical insightStrengthen relationshipsIncrease web trafficShareable formatGrow likes/followers
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Tactic: Cross-Media Optimization
Google+
10M usersLaunch July 2011
Opportunities:Sync & Share(Gmail, Docs,Spreadsheets, Calendar, Places, Video, Search, RSS, Maps. etc.)Group text
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Tactic: Cross-Media Optimization
Mobile
Growth: 36% of U.S. mobile consumers now have smart phones. (Nielson, April 2011)
Opportunities:Reach on-the-goGeo-targetingText marketingApps and games
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Tactic: Cross-Media Optimization
Mobile
175M users 50% access via mobile
51M registered users 91% of mobile phones have photo/video capability
750M users50% access via mobile
10M users100% access via mobile (35,000 new users daily)
Over 2B views each dayOver 100M mobile views
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Tactic: Cross-Media Optimization
QR Codes
Opportunities:Business cardsAll marketing materialsVehicle decalsProduct tags and packagingConference nametagsRestaurant menusEvent ticket stubsPoint-of-sale receiptsGuerrilla marketing
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Tactic: Cross-Media Optimization
www.
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Tactic: Brand Management
Comprehensive Monitoring
Social MediaBlogsVideoPhotos
CommentsReviewsNews clipsCompetitor mentions
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Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand
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Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand
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Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand
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Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand
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Analyze
Evaluate
Respond
Tactic: Reputation Management
Social Triage
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Social Media Policy
Objectives:Define usageEncourage positive behaviorReinforce social cultureFoster growthProvide training
Tactic: Relationship Management
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Tactic: Relationship Management
Social Media MetricsFrequency: When to postLocation: Where to post
Trending: What to post Influencer: Who to post to
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Industry niche networks
Tactic: Relevant Communities
Profiles
Connections
Groups
Discussions
Etsy.com
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Industry niche networks
Tactic: Relevant Communities
Profiles
Connections
Fundraising
Support
KickStarter.com
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Industry niche networks
Tactic: Relevant Communities
Profiles
Connections
Groups
Discussions
ReverbNation.com
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EvaluationsROI : Calculating Digital Opps
ASSESS measurable outcomesEx: Pre- and post-survey resultsEx: Volume and tone of customer feedbackEx: Cost savings of social media vs. traditional outreach
Ex: Growth of service/sales verticals via social vs. same area with
non-social activity
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On-Demand ReportsObjectives
Integrated with goalsTargeted to audienceStrategic to media
OpportunitiesObservationsAnalytical trendsFuture events
Evaluations