Download - Social Media Strategy
Social Media Strategy
Justin KistnerSr. Manager Social Media MarketingWebtrends
What is social media?
What is social media?
• Social networks• Blogs• Wikis• Forums• Micromedia• Social indexing• Commenting• Media sharing sites
• Sites with social features
• Print• Radio• TV• Online content
without social features
MAYBE NOYES
What is social media?
• In the future, we won’t call it social media—We’ll just call it communication.
What is social media?
“We don’t really think of social media as a marketing channel; that would be kind of like asking about ROI on answering phones.”
Why do businesses care?
Why do businesses care?
• Reputation
Why do businesses care?
• Reputation• Customer Service
Why do businesses care?
• Reputation• Customer Service• Marketing
Why do businesses care?
• Reputation• Customer Service• Marketing• Collaboration
What are the challenges?
What are the challenges?
• Unsure of what investment to make and how to measure ROI
What are the challenges?
• Unsure of what investment to make and how to measure ROI• Lack of experience
What are the challenges?
• Unsure of what investment to make and how to measure ROI• Lack of experience• Lack of benchmarks
What are the challenges?
• Unsure of what investment to make and how to measure ROI• Lack of experience• Lack of benchmarks• Lack of staff
What are the challenges?
• Unsure of what investment to make and how to measure ROI• Lack of experience• Lack of benchmarks• Lack of staff• Inability to specify infrastructure
What are the challenges?
• Unsure of what investment to make and how to measure ROI• Lack of experience• Lack of benchmarks• Lack of staff• Inability to specify infrastructure• Inability to train staff
What are the challenges?
• Unsure of what investment to make and how to measure ROI• Lack of experience• Lack of benchmarks• Lack of staff• Inability to specify infrastructure• Inability to train staff• No business processes
Resource considerations
Resource considerations
“…the social media space is starting to look like just about every other industry that starts to get mainstream. Social media is often the premise built on 1:1 relationships, and even with technology, that clearly doesn’t scale…”
Jeremiah OwyangFormer Forrester AnalystSocial Media
Resource considerations
• Top social media personalities are using virtual assistants– To do their Facebook and Twitter follows and replies.– To review emails, sort them, and sometimes responds on their behalf.
Resource considerations
• Top social media personalities are using virtual assistants– To do their Facebook and Twitter follows and replies.– To review emails, sort them, and sometimes responds on their behalf.
• They’re also using ghost writers– Social media book authors outsource their content to ghost writers. It’s
the headlining author’s name that drives book sales, in many cases they don’t actually write the content.
– Many of the top celebrities or top social media names don’t even write their own blog posts and tweets, they outsource it to others.
Resource considerations
• You’ll need staff
Resource considerations
• Technology
Resource considerations
• Business Processes
Top 100 brands
Top 100 brands
• 11 channels• 6 people
Top 100 brands
• 11 channels– 35 Twitter accounts
• 22+ people
Top 100 brands
• 10 channels– 6 yr. old community with
1.7 MM users
• 35 people
Top 100 brands
• 9+ channels• 1,400+ people
Top 100 brands
• Activity x Channels = Engagement
Top 100 brands
1. Mavens– High activity, many channels
2. Butterflies– Low activity, many channels
3. Selectives– High activity, few channels
4. Wallflowers– Low activity, few channels
Top 100 brands
Scaled up social media programs correlates to financial performance
Some strategies
Some strategies
• Reputation management– Listen for your brand and respond
Some strategies
• Reputation management– Listen for your brand and respond
• Rebreaking news– Curate news to build rep as a resource
Some strategies
• Reputation management– Listen for your brand and respond
• Rebreaking news– Curate news to build rep as a resource
• Attention attachment– Look for hooks in popular news, identify trends, etc.
Some strategies
• Reputation management– Listen for your brand and respond
• Rebreaking news– Curate news to build rep as a resource
• Attention attachment– Look for hooks in popular news, identify trends, etc.
• Thought leadership– Once you’ve built your popularity, you’re ready to lead conversation
Hot tips
Hot tips
• Social indexing power accounts
Hot tips
• Social indexing power accounts• Attend events to build online engagement
Hot tips
• Social indexing power accounts• Attend events to build online engagement• Get people with more status than you to say your name and
good things about you
Hot tips
• Social indexing power accounts• Attend events to build online engagement• Get people with more status than you to say your name and
good things about you– Interviews
Hot tips
• Social indexing power accounts• Attend events to build online engagement• Get people with more status than you to say your name and
good things about you– Interviews
• Get on Twitter!!!!!!!1
The real opportunity
The real opportunity
• We’re connecting faster than we can mature
The real opportunity
• Develop your social skills
Questions?
Justin Kistner@justinkistner on Twitterhttp://blogs.webtrends.com/