This deck was presented at a UK Federation of Small Businesses conference on 2nd May 2012. It has a similar 7 Step structure to the TFMA presentation in Slideshare, but with more SME examples.

1. 7 Steps for creating
an integrated
social media strategy
Dr Dave Chaffey
SmartInsights.com/fsb2012
Download Presentation and
“Need-to-know guide”
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2. Grow
your
digital
footprint!
Grow
sales
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3. 3

4. 4

5. Hello!
About Dave Chaffey
Online publisher: Books:
Marketing advice
& consulting
SmartInsights.com
Qualifications:
Search & Cert DigM and Dip DigM
conversion
consulting
Clickthrough-marketing.com Best practice guides
2007-2010:
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6. STEP 1
BENCHMARK AND SET GOALS
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7. Questions to ask BEFORE setting
objectives for digital platforms
 1. What proportion of your target audience are
using different digital platforms?
 2. Which content and promotions are your
audience interested in? What do they post/ask?
 3. How are competitors using the platforms –
benchmark what’s working for them?
 4. Reviewing your own analytics, sales and
customers insights
 5. Setting broad goals and vision for the organisation
 6. Getting more specific with SMART objectives
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8. How social are your audience?
http://www.forrester.com/empowered/tool_consumer.html
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9. http://www.intentindex.com/mobile
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10. Setting SMART goals
for social media
 Strategic measures
 Increase brand equity : CSAT
 Improve reach and so leads
and sales
 Tactical measures
 Share of voice, sentiment
 Operational measures
 Fans, Followers, Shares,
Contribution
 Site referred visits, leads and
sales
Source: Altimeter
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11. Use Google Analytics
to understand true value
Measuring assists in Google Analytics 1
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Google’s new social analytics 1

12. Example:
KPIs in place
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13. STEP 2
CREATE YOUR STRATEGY
Source: Smart Insights: Content Strategy infographics
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14. “...the [potential] customer needs evidence that
we understand their problem better than they do
before they’ll buy, share or recommend us...”
@juntajoe
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15. “Personalities, not brands engage
best in social media…
what is your brand personality?”
 Personality is the unique, authentic, and talkable soul of your brand
that people can get passionate about.
 Personality is not just about what you stand for, but how you choose
to communicate it. It is also the way to reconnect your customers,
partners, employees, and influencers to the soul of your brand in the
new social media era.
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16. 16

17. 17

18. The heart of your digital marketing strategy
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19. Define your core activities
for social media
 1 Managing reputation
 2 Delivering customer service
 3 Acquiring new customers
 4 Increasing sales from existing customers
 5 Increasing engagement with your brand by
adding value to customers
 6 Harnessing insights to develop the brand
3-5 should run on a continuous AND campaign basis
They require a content AND communications strategy
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20. STEP 3
LISTENING AND REPUTATION MANAGEMENT
Source: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/watch?v=InrOvEE2v38
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21. 2 types of listening
Social monitoring Social Research
 “Tracking online brand  “Analyzing naturally occurring
mentions on a daily basis for online categories of
PR, brand protection, conversation to better
operations and customer understand why people do
service outreach & what they do, the role of
engagement”. brands in their lives and the
product, branding and
Tom O’Brien & David Rabjohns Motive Quest communications implications
Listen First blog
for brand owners”.
For initial discovery phase - setup listening for mentions of:
* Brand variants, * Products, * Target keyphrases, * Competitors and * Key Influencers
Our listening tools: Smart Insights - Listening Tools Review
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22. http://www.lab.firstdirect.com/
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23. …and
“crowdsourcing”
structured social research
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24. Q. How do we respond?
Dell social listening/response process 24

25. www.getpebble.com 25

26. Half-lives
Twitter = 2.8 hours
Facebook = 3.2 hours
Direct sources (Email or IM) it’s 3.4 hours
STEPS 4 and 5
CONTENT and E-COMMUNICATIONS STRATEGY
Source: http://www.smartinsights.com/email-marketing/email-marketing-analytics/did-you-know-how-scary-the-half-life-of-your-online-comm
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27. 27

28. Which content engages for you?
 Information and news  Promotions
 Links to blog posts  Sweepstakes
 Yours AND Others  (Contribute to win)
 Free downloads  New product info
 Zeitgeist  Product discounts
 Questions  Live events
 Customer service Q&A  Product reviews
 Polls/surveys
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29. What works for Eloqua (B2B)
Eloqua Facebook approach
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30. 30
3
0

31. Creating a
social media hub
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32. 32

33. Get into a rhythm…
Download “Building your Business with Facebook Pages”
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34. Use a “conversational
calendar”
Download “Building your Business with Facebook Pages”
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35. Love your influencers!
Source: http://www.smartinsights.com/content-management/content-marketing-strategy/eight-ways-to-seed-your-business-blog-posts-and-stimulate-inb
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36.  REACH
Outreach! Collaborate with partners and influencers
to maximise impact of social media
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37. STEP 6
Define approaches for core social networks
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38. 38

39. CIM Social media benchmark Feb 2012 39

40. 40

41. Social Power
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42. Smart Insights: Marie Page on Vets Now 42

43. 9 tips on the new Facebook Timeline 43

44. Success factors
According to Jas Dhaliwal
Head of communities
1. Content
Own + Curated
2. Community
Listen to build better
products and offer
better service
3. Customer service
Dedicated support
channel – encourage to
log ticket
4. Collaboration
Encourage community
to help others
View case study
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45. 45

46. STEP 7
Social media optimisation (SMO) and analytics
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47.  1 Liking more:
 Sign-up page
optimisation
SMO Summary
 2 Sharing more
 Blog integration
 Mastering the APIs
 3 Engaging more:
 Reading more
 Commenting more
 4 Selling more
 Site integration
 Offer testing
 5 Serving more
 Service response
 Reputation response
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48. Your views on Google+ ?
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49. 49

50. The Not So Niche Networks…
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51. MckKay case study
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52. Let’s Connect!
Questions & discussion welcome
Download: SmartInsights.com/fsb2012
 Blog
uk.linkedin.com/in/davechaffey  www.smartinsights.com/blog
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 www.feedburner.com/smartinsi
ghts
facebook.com/smartinsights
 Enewsletter
 www.smartinsights.com
twitter.com/smartinsights
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