Social Media Strategy In 3 Steps

How To Map Your Social Media Strategy

Your Conversational Guide
Toby Bloomberg 7-29-2010

© 2010 |Bloomberg Marketing|divamarketingblog.com

YouTube Rock Star Max Doesn’t Need A Strategy


Random Acts of Social Media

Via MarketingSavant


The question is not -
how can I use social media
“tools?”

I finally figured out my problem: I was trying too hard to develop
a social networking strategy instead of incorporating social
networking into my marketing strategy.
Brendan Hurley VP Goodwill of Greater Washington

The question is - how can social media “tactics” to
support marketing goals/business objectives?


Developing Your Social Media Strategy

Strategy
The direction the business will pursue within its chosen environment and guides
the allocation of resources and effort. It also provides the logic that integrates
the perspectives of functional departments and operating units, and points
=
them all in the same direction. - American Marketing Association

Strategy
The action path the organization has chosen to realize goals. Strategies
establish broad themes for future actions and should reflect reasoned
choices among alternative paths. - Eric Marketing Profs Board

Goal
Directed toward a vision and consistent with the mission.

Objective
Specific measurable result associated with a timeline


The “Strategic” Jelly Bean Approach


Mission Statement Guides Strategy

Leading financial company with a legendary Commitment to developing meaningful
reputation for strength and stability that can product offerings and a high level of
offer you more convenience and resources to service tailored to the needs of
help you reach your financial goals. small businesses

3 Phase Social Media Planning Model

1. Align The Enterprise

2. Build The Strategy

3. Create Awareness


1. Align The Enterprise

Face the Gorilla In The Room
Determine impact on enterprise
Determine cultural compatibility
Identify Social Media Champion/s
Inform all of your staff!


Gorilla In The Room


7 Social Media Barriers
1. Lack of internal resources/time
2. Not convinced about the value/ROI
3. Lack of awareness of social media within company
4. How to scale
5. How to authentically engage
6. How to keep social media from taking over
7. New roles/leadership/influence
What are other barriers specific to your organization????


More Social Media Barriers:
Crowd Sourced By Participants
1. Who owns it
2. Corporation letting go of the power – getting upper
management to back that up (Executive support)
3. Lack of belief – don’t believe in it enough to act
4. Lack of confidence
5. Fear – Legal ramifications, privacy and personal
information might be compromised
6. Lack of coordination between departments
7. Risk management (legal)


5 Steps To Internal PIECE Conversation
1. Prepare: educational component, competitive analysis,
customer activity, industry trends
2: Invite people who perceive they have a stake: C-suite,
marketing, legal, technology, customer service
3: Encourage people to talk openly
4: Confirm and prioritize issues
5: Engage next steps create a Red Flag Memo and identify a
social media champion.
Bonus! Identify 2 social media champions: c-level and grass-
roots


Based on Outcomes Develop …
Red Flag Memo
Chief Executive Officer
Brave Marketing VIP

CSMO– Chief Social Media Officer

Executive summary - highlights of meeting
Challenges – issues identified
Opportunities - solutions
Next Steps – action items


Social Media Impacts Business Processes


2. Build The Strategy
Objective/s & Goal/s – supports business outcomes
Conduct social media asset audit
Conduct industry and a competitive analysis
Identify target audiences
Ensure Brand Consistency
Determine Tactics & Content Direction
Determine metrics for success


Target Audience


Success

Success


Success is based on goals and objectives
Reinforce branding
Improve customer service/product support
Lead generation/new business opportunities
Loyalty marketing
Customer feedback
Search engine rankings
Sharing internal knowledge
Executive leadership
Increased awareness (viral marketing)
Media attention


Quantitative Measures
Comments Referrals to website
Friends, Fans, Followers Key word ranking on Google
RSS subscriptions eMail subscribers
Links to blog and tweet posts Media mentions & interviews
RT – retweets More engaged volunteers,
Unique visitors sponsors, customers, etc.
Time spent on your blog Bounce rate


It’s About Influencers


A New
Value Proposition

 What is the value of the perceived “halo” effect about
your organization from “influencers?”
 What is the value of the community/networks that the
“influencer” brings to you through links and extended
commentary?
 What is the value of longevity of social media in any
type of medium (text, audio, video)?
 What is the value of real time insights?


3. Create The Awareness
Customer
Strategies

Tactics
Banner Ad Signature
Twitter Blog Website

Enterprise
A Integrated Marketing Model


I Invite You To
Join The Conversation With Me!
Toby Bloomberg
Divamarketingblog.com
@tobydiva
tobyb@bloombergmarketing.com

Social Media GPS .. A free eBook
A Guide To Social Media 1 Tweet At A Time
http://www.box.net/shared/0n18eeycl4

Supporting Podcast Series Sponsored By AMA: Social
Media GPS
http://www.marketingpower.com/ResourceLibrary/Pages/Podcast
s/social_media_mktg_gps_series.aspx


Social Media Strategy In 3 Steps

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Social Media Strategy In 3 Steps