Mais conteúdo relacionado Semelhante a Building a Social Media Strategy (20) Mais de Social Media Club Columbus (13) Building a Social Media Strategy3. Six Essential Steps
Six Essential Steps
‣ Plan
‣ Social Analysis
‣ Set Goals
‣ Engagement Strategy
‣ Measurement Strategy
‣ Implementation
©2011 Paul Werth Associates | Social Media Club Columbus
4. Six Essential Steps
Social Media...One Part of
Your Marketing Effort
©2011 Paul Werth Associates | Social Media Club Columbus
5. Six Essential Steps
Strategy Is Not Tactics
©2011 Paul Werth Associates | Social Media Club Columbus
6. Six Essential Steps
Starting With Tactics
Is Starting Backwards
©2011 Paul Werth Associates | Social Media Club Columbus
8. Marketing Tactics: Then
1990 • Direct Mail
• Telephone
• TV
• Radio
• Print
• Display
©2011 Paul Werth Associates | Social Media Club Columbus
9. Marketing Tactics: Now
• Email
• Mobile Email
2010
• Print
• Display
• Online Video
• Affiliate Marketing
• Behavioral
• Retargeting
• SMS+MMS • Website • Webinars • Paid Social
• IM • Search (SEO) • Blogs • Location based
• Direct Mail • Paid Search • RSS • Widgets
• Telephone • Online Display • Podcasts • QR Codes
• TV • Landing Pages • Wikis • Augmented
• Radio • Microsites • Social Networks Reality
— From Joel Book, Exact Target
©2011 Paul Werth Associates | Social Media Club Columbus
11. Six Essential Steps
Planning:
The First Essential Step
‣ How will you align with your marketing
strategy?
‣ Where is your audience online?
‣ How will you create and share compelling
content? What type?
‣ Is it for the brand, a campaign or both?
‣ The plan should keep you disciplined, engaged
and motivated.
©2011 Paul Werth Associates | Social Media Club Columbus
13. Six Essential Steps
Social Analysis:
The Second Essential Step
‣ What are you currently doing?
‣ What channels are your audience using?
‣ How are they engaging with each other?
‣ What are your competitors doing?
©2011 Paul Werth Associates | Social Media Club Columbus
15. Six Essential Steps
Setting Goals:
The Third Essential Step
‣ Define your Key Performance Indicators (KPIs).
‣ How will you track them?
‣ What happens if you exceed your goals?
‣ Become a data driven marketer.
©2011 Paul Werth Associates | Social Media Club Columbus
17. Six Essential Steps
Engagement Strategy:
The Fourth Essential Step
‣ What is your content strategy?
‣ What is your channel strategy?
‣ How does it fit into a campaign?
‣ Social strategy should be flexible.
‣ Create a crisis communications plan.
©2011 Paul Werth Associates | Social Media Club Columbus
19. Six Essential Steps
Measurement Strategy:
The Fifth Essential Step
‣ You can’t affect what you don’t measure.
‣ Are your analytics set up correctly?
‣ Identify third party tools.
‣ Some manual tracking.
‣ Integrate into offline measurement.
©2011 Paul Werth Associates | Social Media Club Columbus
21. Six Essential Steps
Implementation:
The Six Essential Step
‣ Get your content ready.
‣ Train the appropriate teams.
‣ Get to work.
‣ Consistent review of steps three, four and five.
‣ Consistent reporting.
©2011 Paul Werth Associates | Social Media Club Columbus
23. Case Study
National Safe Boating Council
‣ Overall goal: raise awareness of life jacket
and marine safety during peak boating season
‣ Strategy: create a campaign that reminds
boaters of what they will “leave behind” if
they do not wear a life jacket.
©2011 Paul Werth Associates | Social Media Club Columbus
24. Case Study
National Safe Boating Council
‣ Tactics: Create a video which emphasize
key points and can be customized with a
users facebook photos. Use email, website
and social channels to promote the
campaign. An award incentive was added
to drive customizations.
©2011 Paul Werth Associates | Social Media Club Columbus
28. Case Study
National Safe Boating Council
‣ Results: Thousands of people participated
in the campaign. The Coast Guard is using
the campaign for training purposes.
Campaign was recognized by the U.S.
Department of Homeland Security and U.S.
Coast Guard for outstanding work in the
area of Marine Safety.
©2011 Paul Werth Associates | Social Media Club Columbus
29. “We have been overwhelmed by the positive
feedback we have been getting on the Safety
Dance campaign. We are going state to state
— from Virginia to Hawaii — for end-of-year
presentations and at every stop have received
multiple compliments on the campaign.
Everyone is commenting on the positive
message and how fun, cool and innovative
the campaign is.”
— Virgil Chambers, Executive Director
National Safe Boating Council
31. Resources
Strategy Resources
‣ Forrester’s P.O.S.T. Approach
‣ ClickZ: http://www.clickz.com/
‣ Jeremiah Owyang:
http://www.web-strategist.com
©2011 Paul Werth Associates | Social Media Club Columbus
32. Connect With Us!
in/bryanhuber @bryanhuber
in/paulwerthassociates @paulwerth
paulwerth.com
©2011 Paul Werth Associates | Social Media Club Columbus