social summit : social strategy
DESCRIPTION
It all starts with a strategy. With measurable goals in mind, begin devising your plan of action, the time it will take, and the tools for the job. Social Summit was a one day social media training workshop, at which FSC Interactive taught small businesses how to best use social media.TRANSCRIPT
Developing Social Strategy
Social Summit 2010
78% of companies said they use Facebook, Twitter, and other sites to conduct research, improve customer
service, push marketing and PR initiatives, and ultimately boost
sales.(credit: http://news.cnet.com/8301-1009_3-20016517-83.html)
Goals
What does success look like?
“I want to increase awareness of my new bar.”
Goals
Goals:- Increase Happy Hour revenue- Increase online reservations- Increase newsletter e-mail database- Increase interaction on website
Measurement
• Percentage of database growth over 6 months
• Increased referred traffic to website
• Increased time on website• Increase in comments on social
networks
Process
ListenAnalyze
Optimize
Engage
Four Steps to Social Strategy
1. ListenTo who? For What? People are already talking about
you or your brand, join the conversation
2. EngageTake what people are saying about you or your brand
an respond. But, do so in a manner that adds value
3. AnalyzeWhat messaging worked? Who is your audience? How
are you reaching that audience and are you doing so effectively?
4. OptimizeTake what you’ve learned and make your messaging
better for the future.
1. Listen
To Whom?
For What?
I LOVE vegetarian restaurants With absolutely
NO SELECTIONxoxo FAMOUS Food Criti c
How?
vegetarian restaurants
Google Alerts
Social Mention
Google Insights
Quantcast
2. Engage
Start with the Big Picture
• What do we want to accomplish?• Who is responsible?• How many hours and how much
money do we want to spend?• How will we measure success?
Hone in…Create a detailed Plan of Action
• What are the steps to accomplishing our goals?
• What Assets will we be using?• What are the key Milestones to
measure performance?• How are we tracking results?
Establish Protocol For Staff
• Create schedule• Delegate tasks• Establish talking points, emergency
responses, etc…
Estimate (Realistic) Timing
• Daily Social Media – 15 Minutes– Check and respond to Facebook
Postings– Update Facebook wall – Check and respond to RT’s or
Mentions on Twitter– Tweet valuable content
3. Analyze
What Messaging Worked?
• Facebook Insights– What messaging got the best response– What are your Facebook Fan demographics
• Twitalyzer and TweetStats– How many times were you mentioned– Whats your social status?
• Google Analytics
4. Optimize
OptiMizeOpenMind
So, if you think…
But, your customers think…
Compromise…
FSC Interactive1943 Sophie Wright Place
New Orleans, LA 70130t. 504.894.8011f. 504.894.8012
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@fscnola