social media is for lovers

Social. Strategy. Delivered.

Social Media is for Lovers, SEO is for Suckers: Stop Guessing, Start Nailing Your Social Strategy

Presented by Kristen Sussman President & Founder, Social Distillery

@KrisSuss


Agenda

ü What’s New in Social

ü Social Strategy & Tac6cal Implementa6on

ü 6 Requirements for Achieving Social Success

ü Measurement & Ongoing Analysis

ü Tools to help you get there

ü Where it’s all Going


What’s new in the World of Social Media?


Pinterest Launches March 2010


Timeline Introduced September 2011


Facebook Acquires Instagram April 2012


Social Business News


Social Media & the FBI

“…to enhance its techniques for collecting and sharing ‘open source’ actionable intelligence”


From Theory to Practice: Let’s Talk Strategy &

Tactics


7 Business Objectives of Social Media

1.  Brand Awareness

2.  Inbound Marke6ng

3.  Community Building

4.  Sales

5.  Reputa6on/Crisis Management

6.  Customer Service

7.  Market Research


Applying Strategy

ü  Objec6ve: Brand Awareness

ü  Strategies Used: ü  Content Marke6ng

ü  Corporate Communica6on

Objective > Strategy > Implementation


Strategy: Content Marketing

ü  Build influence

ü  Build community

ü  Increase brand reach

ü  Drive traffic

ü  Proac6vely ac6vate engagement

Sharing industry knowledge to build influence


Strategy: Corporate Communications

ü  Addi6onal voice

ü  Brand posi6oning

ü  Increase brand reach

ü  Public rela6ons

ü  Increase visibility

Activate social presence to maximize reach


Insights from the field: 6 Requirements for Social

Success


•  An editorial calendar ensures appropriate publishing cadence

•  A shared calendar enables consistent messaging, with more impacYul promo6ons

#1: Create a Plan


•  Create content that resonates with your community

•  Know your community & who/what is relevant to them

•  Use proac6ve & reac6ve engagement to increase reach

#2: Reach & Relevancy


•  Use crea6vity to tell your company or product story

•  Maximize your marke6ng impact through various online touch points

•  Enable extended impact by repurposing useful content collected during the campaign

#3: Creative Storytelling


•  Once you’ve created great content, share & repurpose it in as many relevant loca6ons as possible

•  Keep social channels consistent with companywide communica6ons & overall business objec6ves

#4: Tactical Implementation


Pinterest is now the 3RD MOST POPULAR

social network In the U.S. behind

Facebook and Twitter.

Pinterest drives MORE REFERRAL

TRAFFIC than Google+, LinkedIn and

YouTube combined.

#5: Embrace Change


•  Use collected data to enable new insights •  Turn insights into useful content

#6: Learned Insights


Measurement & Analysis


Example: Iden6fy three markets to target, iden6fy

influencers, outline a publishing cadence and

editorial calendar, determine how to measure

Execute mul6-‐week campaign with scheduled

content dra_, approved and published at op6mal

engagement 6mes across 3 social channels, using three

voices

Click to convert, unify impressions, reach, top

influencers, click-‐thru, 6me of day and message

effec6veness, response, sen6ment to message, 6me on site, abandonment on

lead form

Plan Implement Measure

Key to Success


#1 Engagement: Click, share, retweet, men6on, comment, like #2 Reach: Number of impressions & poten6al reach of your message #3 Ac2vity: Number of pieces of content published

Key Performance Indicators


Paid: •  Spredfast •  Jive So_ware – free

30 day trial Free: •  Google Analy6cs:

referral traffic •  Hootsuite: clicks •  Crowdbooster: visual

informa6on

Measurement & Communication Tools & technologies to help


Where is it Going?


Contact: Kristen Sussman [email protected] @KrisSuss 512.344.2015

Ques6ons? Thank You!

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