social media strategy in 5 steps
DESCRIPTION
Presentation delivered to Calgary chapter of Canadian Marketing Association as part of the Social Media Super Panel on March 30th, 2011 at the Fairmont Palliser.TRANSCRIPT
Social Media Super PanelMarch 30th, 2011
Everyone eats…
Most can
FollowRecipes
Few are chefsTimeTime
StudyStudy
PracticePractice
Trial & ErrorTrial & Error
DedicationDedication
What is the end game?What is the end game?
Bad Reasons
Cheap advertising
Latest thing
Vanity
Competitive Pressure
Boss wants it
Bad Reasons
Cheap advertising
Latest thing
Vanity
Competitive Pressure
Boss wants it
Good Reasons
Learning
Understand Stakeholders
Exploring
Something to say
Be more relevant
Good Reasons
Learning
Understand Stakeholders
Exploring
Something to say
Be more relevant
2 3 4 51
Listening
Content
3 4 51 2
Technology
2 4 51 3
Measurement
2 3 51 4
Risk Management
2 3 41 5
Stage 1: Listening
Step 1: ListeningFind out what is important:
•Where does your community converse?
•What is your community talking about?
•How can you join respectfully and be welcomed?
• In what ways do they talk?
Step 1: Listening Find out who is important:
•Site Traffic
• Influence
•Number of friends, followers, subscribers, etc.
•Klout, PeerIndex, PostRank
READ them - get to know who they are and what they’re talking about. Subscribe to their RSS &
Twitter feeds.
Paid Services
Homebrew
Listening Options
www.sysomos.com www.radian6.com
Stage 2: Content
Step 2: Content•What kind of content will you require to be
successful?
•What kind of content is being created by your community?
•What gets lots of views/comments/sharing?
•What gets ignored?
•How can we bring value to this conversation?
Social Media Bank Account
Deposits
• Fresh content links
• Exclusive news
• Media (photos, videos)
• Engaging with others
Withdrawals
• Promotions/Discounts
• “come on down”
• Press release-style content
Stage 3: TechnologyStage 3: Technology
Step 3: Technology• What platforms is your community already using?
• What opportunities to add value do you see?
• Don’t assume IT will be supportive. Many programs end up being “rogue”.
• Has the tool we need been built? (Likely yes)
• What is the right brand monitoring tool/vendor based on our primary platforms?
Stage 4: Measurement
MeasurementMeasurement is like Martinis:
“One is alright,
Two is too many,
Three is not enough.”
James Thurber
Measurement•Decide what matters
•Know when to stop
•Establish concrete and realistic goals, eg.
o Blog posts:
o comments ratio (2:1)
o 1,000+ Facebook Likes
Measurement•Produce easy-to-understand
reports (1 page max.)
•Compare content produced to changes in views/engagement
•Also compare to other events (launches, PR, campaigns, etc.)
Stage 5: Managing Stage 5: Managing RiskRisk
Step 5: Managing Risk• Gather key internal stakeholders
• Based on the tactics you’re planning to deploy, run through all the “bad stuff” that could happen
• Assign each two rankings:
o How likely is it to happen?
o How damaging will it be if it does?
• Decide what you’ll do if it happnes
• Circulate and get buy-in. Update quarterly as your program evolves.
Low Production Cost
Labour IntensiveLabour Intensive
Thank You
Douglas Walker
Director of Social Strategy
Trigger Communications
@dougwalker
403.231.1654