Integrating your media strategy into existing efforts is often overlooked. Social profiles should never stand alone. This presentation sheds light on opportunities to increase the effectiveness of some of the more popular networks along with how they can overlap with other efforts in your marketing plan.
4. Digital Media Strategy
5 Factors To Consider
• Ensure that your overall business strategy is clear
• Push for clarity on alignment for online engagement i.e. marketing,
human resources, customer service, etc.
• How will you extend new efforts onto the social web? (The focus here is
not so much the tools and tactics, but more on the rules of engagement.)
• What experience do you want people to walk away with after engaging
with you?
• Will the strategy be proactive or reactive? Decide whether you’re
hoping for people to find you (word of mouth) or if you will strategically
target followers.
6. Digital Media Strategy
3 Types of Strategy
• Bolt-on strategy - Company creates profiles, minimal engagement,
business as usual.
• Forced compliance - Telling employees they will engage, putting
severe constraints on what can and cannot be done, no fun.
• Company optimized for social media - Company alters “business
as usual” to include engagement, suggestions, and new opportunities
from online community.
“Itʼs all about organizational alignment.”
Tac Anderson
7. Digital Media Strategy
Components of an Optimized Strategy
1. Audience 6. Content guidelines
2. Measuring Success 7. Plan to produce, post, share
3. Teams and resources 8. Plan to build and promote presence
4. Identifying influencers 9. Tools (track/report)
5. Social network selection 10. Translating activity to ROI
8. Digital Media Strategy
Policy Considerations
• Disclosure/Ethics Policy - Engagement is voluntary, full
transparency is expected, compensation (if any) must be stated.
(Walmart - http://site.elevenmoms.com/)
• Social Media Policy - Internal Guidelines. Key tip, write what you
know. (Intel - http://www.intel.com/sites/sitewide/en_us/social-
media.htm)
• Community Policy - Community boundaries. (Sea World - http://
www.seaworldparksblog.com/terms-and-conditions)
• Internal Education - Brown bag learning session with external
speakers. Educate don’t dictate.
11. Digital Media Strategy
Photo Credit andy_tyler
...but all the media you record can’t replace a sound plan.
Donʼt get trapped by the pitfalls!
12. Digital Media Strategy
BEWARE
• Rushing to create profiles before the strategy
• Lack of objectives and measurement
• Content creation guidelines
• Failing to engage with online community
• Limited Reach
Photo Credit meldroc2000
15. LinkedIn: Applications
Connect your Share your
Wordpress blog presentations with
to your profile your network.
Acquire real data Connect with
for your market your network in
research. other cities.
Display your Did you know you could
put a video intro of yourself
creative designs
on Linkedin?
to your network.
27. Facebook: “Like” Unleashed
When your readers Like something on your website, this
now generates an update on their news feeds that looks
like Facebook Share. It appears as if you’ll only need one
Facebook button on your blog or website in the future: the
Facebook Like button.
28. Facebook: Comments Reborn
Facebook now allows readers to have their comments
published in their Facebook news feeds. And when
friends comment back in Facebook, the reply will show
up on your site.
35. Measuring
• Demographic Data: This data types enables an efficient way to create
context about consumers
• Product Data: This data type is used to match similar products with
each other, in order to cross-sell and up-sell products.
• Psychographic Data: Consumers are voluntarily self-expressing their
woes, pains, and aspirations in websites.
• Behavioral Data: Existing customer records like CRM or e-commerce
systems or also in the “digital breadcrumbs” that users are leaving in
social networks using a variety of web techniques from cookies, FB
connect, and other social sign on technologies.
36. Measuring
• Referral Data: Customers are emitting their recommendations for
products, but positively –and negatively. (reviews, “Likes”)
• Location Data: This data helps to triangulate context around
location and time for brands to reach them.
• Intention Data: This volatile data type holds great opportunity to
predict what consumers will do in the future. (wish lists, social
calenders, Plancast)
41. RISE Specialty Membership Groups
In addition to our global online memberships, RISE supports specialty
membership groups by coordinating meetings & speaker events, creating
opportunities for members to connect and share ideas throughout the year.
These help entrepreneurs capitalize on opportunities and combat those
common feelings of isolation that accompany life at the top!
The four RISE Specialty Groups that are currently active in Austin include:
RISE: Women
RISE: Social Entrepreneurs
RISE: L/G Entrepreneurs
RISE: Multi-Cultural Entrepreneurs
For more information on membership and the specialty groups, please contact Chrissie
Novak at chrissie@riseglobal.org or at 512-807-1452.
42. COMMUNITY SUPPORT
Did you enjoy this session?
Please support your local entrepreneurs and help us to keep this conference
free.
Your contributions help us continue delivering the value of a high-dollar
conference along with that unbeatable price tag.
Pledge to donate by sending keyword ‘RISE’ and
your desired amount to 91011.
The mission of RISE is to inspire and empower entrepreneurs of all stages.