so, you want a social media strategy?
Post on 13-May-2015
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So, You Want a Social Media Strategy?
How to Use Social Media to:• Talk to the right people• Build brand awareness• Promote your business
Michelle Shildkretmichelles@cakegroup.com
@miishi
Why Social Media?
There are over 200,000,000 blogs, with 54% of bloggers posting and tweeting daily
1 out of 8 couples married in the US last year met via social media
If Facebook were a country, it would be the 4th largest.
Social media has overtaken porn as the #1 activity on the web
By 2010 Gen Y will outnumber Baby Boomers, and 96% of them have joined a social network More than 1.5 million pieces
of content are shared on Facebook daily
To reach 50 million people, it took…Radio 38 years.TV 13 years.The Internet 4 years.The iPod 3 years.
Facebook added 100 million users in less than 9 months.
YouTube has over 100,000,000 videosAshton Kutcher and Ellen
DeGeneres have more followers than the entire populations of Ireland Norway and Panama
iPod application downloads hit 1 billion in 9 months
34% of bloggers post opinions about brands/products, and 78% of consumers trust peer recommendations
OK! I GET it! Everyone is hanging out in
“social media”.What do I do to reach them?
Lets make a Facebook page RIGHT NOW!
Awesome! I’ll sign us up on
Twitter!
Social Media is more than just Facebook and Twitter
Slow down
You need to answer a few questions first:
1. Who do I want to reach/talk to?
2. What are they interested in?
3. Where do they hang out online?
4. How do I take the cool stuff I have to share and use it to get involved in their conversations?
5. How do I do it without looking like a marketing twat?
5 Basic Steps
Step 1: Listen and Learn
• Social media = tools that facilitate conversations
• Understand what people are already talking about so you can figure out how to best get involved
• Choose the right keywords
• Some tools to get you started:– Google Blogger Alerts– Alltop– Twitter Search
• Be specific and optimize
Step 2: Get Ready• Now it’s time to figure out the
communications plan
• Set guidelines
• Define your target
• Define your strategy
• Don’t go overboard
• Figure out how you’ll measure success
Step 3: Say Hi
• This is the fun part!
• Start reaching out to bloggers, leaving comments, growing presence on Twitter, uploading shareable content
• Make sure all activity furthers dialogue and builds relationships
• Stick your strategy
• Plan ahead
Step 4: Get Offline
• Social media is no replacement for face-to-face interaction
• Use events, screenings, gallery openings, and meet-ups as opportunities to build even stronger relationships with the members of your online community
• This can be one-on-one or en masse, formal or totally casual
Step 5: Measure How You’re Doing
• Measuring social media success begins by asking more questions:
– Did we learn something about our target that we didn’t know before?
– Did they learn something about us?– Were we able to engage in new
dialogue?– What am I doing with the information
I’m learning?
• Some free tools you can use:– Trendpedia (blogs)– Facebook analytics– Twitter Grader / Twitalyzer
Types of impact you can measure:– Visitors– Impressions– Positive word of Mouth/Complaints– Interactions– Click-throughs– Positive press– ReTweets & @mentions– Media views (YouTube views, etc)– Facebook fans– Twitter followers– Blog Buzz– Comments– Embeds, Downloads & Installs– Ratings
– Social Bookmarks– Percentage of buzz containing links– Influence of consumers reached– Demographics of audience reached– Social Media habits/interests of
target audience– Geography of participating
consumers– Polls taken / votes received– Number of user generated
submissions / Amount of user generated content
– Contest entries– Attendance generated at in-person
events– Redemption rates from coupons
Measuring Return of Influence
Being Human Online
The Basics
• Be transparent and authentic
• Be human
• Listen to your audience and talk with them not at them
• Establish an ongoing dialogue
• Respect the knowledge and opinion of your followers / fans
• Create content which can be shared and adds value for the user
• Engagement comes in many forms - mix it up
• Don’t mislead
• Don’t spam
• Don’t just show up
• Bring gifts
• It’s a party – talk to everyone
• Make friends
• Make plans
Social Media Party Guidelines
Communications
Blogger outreach & digital word of mouth, viral
seeding, social networking strategy, active listening,
CRM and community management
Content
Live events, experiential activity, digital content, TV shows, webisodes / viral video, contests, apps and
widgets, stories, stunts and visual identities
Online Word of Mouth
Offer Value
Good Content Builds Buzz
Let’s Summarize• Social media is a powerful tool- its not just Facebook
• You can use social media to understand what your audience thinks about you and how you can make yourself stronger
• You can use these channels to talk to influencers who might ignore you otherwise
• But you have to talk WITH them, not at them
• And make a plan so you know how to go
How do you make that plan?
•Who are you and what do you do, in less than 140 characters?
• Why are you in social media?
• What is your current relationship with your audience?
• Nothing, they don’t even know me!
• They’re aware of me, but there’s no give and take
• They love me! They’re doing things to promote me, yes!
Answer these questions, and you’ll be on your way
•How does your audience use social media?
• Creators / Critics / Collectors / Joiners / Spectators
• What’s your thing? What makes you different?
•How will you make sure to be a human, not a marketing machine?
•What 3 metrics are you going to use to measure success/ROI?
I’m Michelle Shildkret
• I used to be an Industrial Designer• Now I am the Head of Social Media and Digital Comms for Cake Group• I love good food, my dog Waffle, running, travel and discovering new things• You can find me online here:
– For conversational tidbits- Twitter: @miishi– For things that make me laugh- Tumblr blog: http://miishi.tumblr.com– For my credentials- LinkedIn: http://linkedin.com/miishi
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