Presentation of "A Strategic Approach To Understanding and Managing the Opportunities and Complexities of Social Media." The focus is to use knowledge, data, and strategy to increase the ROI on Social Media.

1. Creative Logic Marketing Services Social Media A Strategic Approach To Understanding and Managing the Opportunities and Complexities of Social Media An Exclusive Presentation to Vistage Members

2. Meeting Objective

3. Social Media Graphic

4. Agenda Framework Background Maximize ROI Decision Tools

5. Agenda Framework Background Maximize ROI Decision Tools

6. Framework Return on Investment $$$ Man hours Training Culture shift Learning curve Key Takeaway: Consider the total investment.

7. Rewards From Social Media

8. Social Media Strategic Investing Control Map Investment Key: Area = Opportunity Add creating and thought leadership Add consistent activity and participation ROI Add blogging, casual activity & listening Multiple objects 1 Object e.g. Facebook Time

9. Agenda Framework Background Maximize ROI Decision Tools

11. Conversations/not selling

12. Transparency

13. Self-selecting

14. Self-policing/rules of conduct“Stop Talking About Yourself, Start Talking as Yourself” - Dan Zarrella “If you nothing interesting to say now, you will have nothing interesting to say in social media.” “Marketing suicide” is 100,000 Facebook fans that you ignore.

15. Background: Characteristics Characteristics of Social Media – cont’d Trust Agent – Chris Brogan One person who humanizes the business and becomes the go-to-person for doing business. It’s not about “me” it’s about “you”. Share 12 times more than you create. Key Takeaway: It’ not about “me.”

16. Background: Social Media Examples of Social Media Key Takeaway: Social Media consists of many options.

17. Background: Social Objects Examples of Social Objects Pictures in Flickr Videos on YouTube Events in Upcoming Updates in Facebook Votes in Digg Check-in in FourSquare Docs in Scribed Reviews in Yelp Subject matter in Ning Presentationson SlideShare Posts or comments shared as thoughts Key Takeaway: Social Media consists of many different objects.

18. Background: Social Objects Examples from Vistage Blog Posts Blog this on Blogger Subscribe to the comments for this post Share this on Facebook Share this on FriendFeed Post on Google Buzz Stumble upon something good? Share it on StumbleUpon Share this on Technorati Tweet This! Share this on del.icio.us Digg this! Post this on Diigo Add this to Mister Wong Share this on Mixx Share this on Reddit and more

19. Example: Social Media Actions Social Media At An Inbound Marketing Agency 1. 4-5 blog posts per week, minimum, SEO optimized 2. Lots of useful, bite-size downloads and a few big ones (lots of leads) 3. 1-2 webinars every month 4. Twitter by the whole company, pretty much 24/7 for some, SEO optimized 5.Facebookpersonality page (insider view of who we are) 6. LinkedIn Group (Cleveland Inbound Marketing Group) 7. Lots of interaction on LinkedIn 8. Lots of interaction on Quora (by me mostly) 9. 1-2 press releases per month, SEO optimized 10. E-mail marketing in support of content, webinars 11. Microsites for additional SEO support 12. Social media monitoring and quick response 13. Blog feeds, readers, comments and tweets 14. Salesforce automation 15. In the mix but not currently - PPC and backlink campaigns Key Takeaway: Social Media depends on activity

20. Social Media Management Importance of digital skills Who should manage? Social Media policy Monitoring activity Key Takeaway: There are 4 core elements to Social Media management

21. Elements of Social Media Management Digital Skills Marketing or PR background Social networking Blogging and copywriting Microblogging Search Engine Marketing (organic or paid) Web content management Analytics Key Takeaway: You may need to acquire digital skills.

22. Elements of Social Media Management Management Options IT Marketing PR HR SM Team Key Takeaway: social media must be managed by someone.

23. Elements of Social Media Management Policy options Formal Informal Restrictive Non-restrictive Levels of approval Purpose Be responsible Be authentic Use good judgment Create re-markable content Key Takeaway: Policy WILL exist-the question is whether it is by default.

24. Elements of Social Media Management Monitoring options Active Passive Informal Formal Key Takeaway: Social Media must be managed.

25. Social Media Complexity Complex Key Takeaway: Social Media is Complex

26. Agenda Framework Background Maximize ROI Decision Tools

27. ROI Strategy Key Takeaway: Managing by ROI can reduce complexity.

28. Business Strategy

29. Business Strategy Blue Ocean Strategy Make Competition Irrelevant Current Favorable Conditions Period of adjustment / opportunity to change the game New tools of competition New economics of influence (smarter thinking/less media) Key Takeaway: Now is the time to think about making competition irrelevant.

30. Marketing Strategy

31. Marketing Strategy Source: Hubspot

32. Marketing Strategy Inbound vs. Outbound Outbound Old Push Interruptive Print TV Direct Mail Email Inbound New Pull Attracting Getting Found Content Social Media SEO Key Takeaway: Recognize the momentum shift.

33. Social Media Strategy

34. Foundation of Social Media Key Takeaway: Social Media is part of a multi-faceted program. It works best as part of the whole.

35. Social Media Marketing Services Social Media Marketing Services Include: Social networking account creation, maintenance and promotion (via Facebook, Twitter, LinkedIn, etc.) Video and image optimization Online reputation management Brand monitoring and analysis Creation and posting on branded blogs Content syndication and press releases Custom Facebook applications Niche marketing (forums, blogs, social networks, etc.) Localized marketing (directories, review sites, etc.) Wikipedia page creation and marketing Content creation and promotion (Digg, Reddit, StumbleUpon, etc.) Custom widget creation Media buys (Facebook, LinkedIn, YouTube, blog ads, etc.) Incorporating on-page social media elements to various websites Key Takeaway: Social Media has many service options.

36. Social Media Is About People People Trump Technology Power of Social Media > counting fans Power = people connecting with people Technology is the enabler Tell your unique story Engage Empathize Be Authentic Source: McKinsey Quarterly Article Key Takeaway: Discover and tell your story

37. Social Media Tactics

38. How to Manage Facebook Facebook Options Fan vs. Business Page Group Content Photos Tabs Promotions Monitoring & Response Recommended Daily posts Novelty-Scarcity-Timely “Help you audience to look cool” Key Takeaway: Each Social Medium has its own requirements.

39. Strategic ROI Leverage Social Media Leverage Key Takeaway: Gain Social Media leverage by starting with business strategy.

40. Agenda Framework Background Maximize ROI Decision Tools

41. Finding Social Competitive Advantage

42. Finding Social Competitive Advantage Key Takeaway: Gaining competitive advantage is a management decision.

43. Social Media Audit Includes: Full understanding of Social Media Costs and benefits Strategic alignment Culture fit Top-down support Commitment

44. Social Media Strategic Investing Control Map Investment Key: Area = Opportunity Add creating and thought leadership Add consistent activity and participation ROI Add blogging, casual activity & listening Multiple objects 1 Object e.g. Facebook Time

45. Social Media As A CAPEX Bottom Line Replacement or Addition? Alternatives Operations Culture Demonstration Research Useful Life Repair and Maintenance Utility Key Takeaway: Use familiar models to understand Social Media.

46. Getting Started Conduct your Social Media audit Select your trajectory on the social media strategy control map Decide how to manage social media Implement the Social Media MDR* *Minimum Daily Requirement Key Takeaway: There are many ways to improve Social Media ROI.

47. Getting Started - MDR Social Media MDR Twitter “Twilerts” Google Alerts Klout Alexa Grade Your Blog Grade Your Website View Facebook Pages Track Influencers Key Takeaway: Gain awareness with these no-risk tools.

48. Summary Strategy Persona Inbound Marketing Marketing Social Media Media Objects Actions Mgmt Page group content photos tabs promotions monitor respond post daily novelty scarcity Tactics/ Facebook

50. The Strategic Value of Social Media as Listening Posts

51. Why You Should Read The Facebook Marketing Book

52. The Ultimate Business Strategy QuestionPersona Inbound Marketing Marketing Social Media Media Objects Actions Mgmt Page group content photos tabs promotions monitor respond post daily novelty scarcity Tactics/ Facebook

53. Summary Strategy Persona Inbound Marketing Marketing Social Media Media Objects Actions Mgmt Page group content photos tabs promotions monitor respond post daily novelty scarcity Tactics/ Facebook