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Webbed Webinar: Social Media Intelligence and Planning
- 1. September 2010 Social Media Intelligence and Planning Amy Marshall Webbed Marketing #WMwebinar
- 2. Webbed Media VisiOne Agenda Common problems in social media today Is your social media program achieving company goals? How can you take your social media to the next level? #WMwebinar
- 6. Sometimes strategy is as much what not to do and what to do
- 7. You can’t be everywhere, strategy defines the most effective channels and way to be communicating
- 8. Is your strategy just a tactic? i.e. Streaming in your blog posts on Facebook is not a strategy
- 9. A social media strategy is more than just the marketing department – involve all areas of your business such as recruitment, customer service#WMwebinar
- 11. Can no longer be “we ought to be participating” or “I have no idea why we are on Facebook.”#WMwebinar
- 13. 90% of respondents said managing social media is part of someone’s overall responsibilities, not a dedicated full-time job.#WMwebinar
- 15. Sometimes social media is considered “just a campaign” – social media needs to grow as a permanent department in companies.
- 16. Results are achieved through means that are different from traditional advertising.
- 17. However, the right content and approach leads to better community development and communication with consumers.#WMwebinar
- 18. Webbed Media VisiOne For Social Media Success, Ask Yourself: Who should manage your company’s social networks? Where do your audiences gather? What content can you/should you promote via social media? Do you have the right policies in place to include social media within your organization? #WMwebinar
- 20. 70% have not done any advertising on a social media site.#WMwebinar
- 21. SEPT. 2010 Social Media Today #WMwebinar
- 23. If 73% use branded messaging, how do you keep those messages consistent across several locations, branches, etc.?#WMwebinar
- 24. Webbed Media VisiOne Clarian Health System in Indianapolis has multiple social media brands #WMwebinar
- 26. Determine what conversations generated the most buzz (press release, coupon, sale, event, trade show, new product)
- 27. Channel - Identify the top online channels and their demographics
- 28. For example: Age, gender, influence score to each channel
- 29. Topic – Determine the top conversations
- 30. Coupons? Event name? Discontinued product? Store experience?
- 31. Tone- Understand the tone of the conversations
- 32. Look at conversations year over year
- 33. Trends- Identify cyclical and seasonal trends and emerging topics#WMwebinar
- 35. Check website analytics and discover what social media sites are directing traffic to your page
- 36. Where are these audiences talking about your brand already?
- 37. Is your company engaging in conversation with your audience?#WMwebinar
- 39. Find online channels where they “gather”
- 40. Identify the advocates and the influencers (they are different)
- 41. Listen to the top conversation topics being talked about – what matters to them
- 42. Analyze your brand data
- 43. Conduct a competitive analysis#WMwebinar
- 45. Determine how you will connect with your audiences
- 46. Define your goals for social media & what/how you want to influence
- 47. Develop a plan based on what makes sense for the brand, your interaction tolerance and how other channels will be integrated
- 48. Monitor, measure and optimize#WMwebinar
- 50. If you don’t have a cohesive social media strategy, your presence on social platforms will not meet expectations.
- 51. Developing a strategy takes intelligence and planning to develop your company’s target audience, messages and plan of action.
- 52. If you are a complex system, you especially need a consistent, strategic message, backed by a researched plan, for your multiple branches, locations, etc. #WMwebinar
- 54. Amy Marshall
- 55. @amymarshall