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Business of Digital: Social media strategy

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Kim Pittaway

A presentation for Magazines Canada's Business of Digital speaking series. Case studies, key questions and advice on measuring ROI for your social media efforts.

Tecnologia
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Kim Pittaway www. kimpittaway .com Twitter: @kimpittaway Thursday, April 14, 2011 The future is social: What’s your strategy? 1:00-2:00
What we’ll cover ,[object Object],[object Object],[object Object],[object Object],[object Object]
All in 60-ish minutes
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case studies
“ I don’t think I got it” Patrick Walsh & Outdoor Canada
 
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“ I treat it like a game. And I want to win.”
What does winning look like? ,[object Object],[object Object],[object Object]
“ I look at it as a link in the chain to move people to the magazine and the website”
What did he do? ,[object Object]
What did he do? ,[object Object],[object Object]
What did he do? ,[object Object],[object Object],[object Object]
What did he do? ,[object Object],[object Object],[object Object],[object Object]
What did he do? ,[object Object],[object Object],[object Object],[object Object],[object Object]
What did he do? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What did he do? ,[object Object]
What did he do? ,[object Object],[object Object]
What did he do? ,[object Object],[object Object],[object Object]
“ The blog post was my excuse to bug people”
 
What did he do? ,[object Object]
What did he do? ,[object Object],[object Object]
What did he do? ,[object Object],[object Object],[object Object]
“ It’s early days, but we are measuring traffic”
Don’t forget to have fun
“ It’s all about exposure for the brand” Kat Tancock & Best Health
 
What does exposure look like?
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object]
“ We wanted to reach out. And we wanted to do something positive to support health bloggers”
 
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ Twitter and Facebook is our limit for now. There’s only so much time in a day.”
“ Twitter is bigger. Facebook is more engaged.”
“ It’s all about visibility” Lisa Murphy and Canadian House & Home
 
What does visibility look like? ,[object Object]
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object]
“ When we do our next site redesign, we’ll boost the visibility of Twitter and Facebook on our homepage.”
“ None of it is the answer: You just have to try stuff.” Lisa Whittington-Hill and This Magazine
 
What does success look like? ,[object Object]
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
“ I had to ask myself: What could our cheapest price be?”
And then GroupOn pushed it lower
How did they do it? ,[object Object],[object Object],[object Object]
 
“ I thought 50 to 100 subscriptions would be great”
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ It will be interesting to see what happens as other couponers enter the market. Shop around.”
Case study bonus round ,[object Object]
Case study bonus round ,[object Object],[object Object]
Case study bonus round ,[object Object],[object Object],[object Object]
Case study bonus round ,[object Object]
Case study bonus round ,[object Object],[object Object]
Case study bonus round ,[object Object],[object Object],[object Object]
5 essential steps
1. Listen ,[object Object]
1. Listen ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. Connect ,[object Object]
2. Connect ,[object Object],[object Object]
2. Connect ,[object Object],[object Object],[object Object]
2. Connect ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. Connect ,[object Object]
2. Connect ,[object Object],[object Object],[object Object]
2. Connect ,[object Object],[object Object],[object Object],[object Object]
2. Connect ,[object Object],[object Object],[object Object],[object Object],[object Object]
3. Share ,[object Object]
3. Share ,[object Object],[object Object]
3. Share ,[object Object],[object Object],[object Object]
3. Share ,[object Object],[object Object],[object Object],[object Object]
3. Share ,[object Object]
4. Ask ,[object Object]
4. Ask ,[object Object],[object Object]
5. Respond ,[object Object]
5. Respond ,[object Object],[object Object]
5. Respond ,[object Object],[object Object],[object Object]
8 key questions
1. What should you post? ,[object Object]
1. What should you post? ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. How should you interact? ,[object Object]
2. How should you interact? ,[object Object],[object Object],[object Object]
2. How should you interact? ,[object Object],[object Object],[object Object],[object Object]
2. How should you interact? ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. How should you interact? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2. How should you interact? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3. What is most likely to get shared?
3. What is most likely to get shared? ,[object Object]
3. What is most likely to get shared? ,[object Object],[object Object]
3. What is most likely to get shared? ,[object Object],[object Object],[object Object]
3. What is most likely to be shared? ,[object Object]
3. What is most likely to be shared? ,[object Object],[object Object]
3. What is most likely to be shared? ,[object Object],[object Object],[object Object]
4. When should you share? ,[object Object],[object Object],[object Object],[object Object],[object Object]
5. Why do people quit you?
5. Why do people quit you? ,[object Object],[object Object]
6. How can you manage this? ,[object Object],[object Object]
6. How can you manage this? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
6. How can you manage this? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
7. What social media should you focus on? ,[object Object],[object Object]
7. What social media should you focus on? ,[object Object],[object Object],[object Object],[object Object]
7. What social media should you focus on? ,[object Object]
7. What social media should you focus on? ,[object Object],[object Object]
8. What about others?
8. What about the others?
8. What about others?
8. What about others?
8. What about others?
8. What about others?
8. What about the others? ,[object Object]
8. What about the others? ,[object Object],[object Object],[object Object],[object Object]
1 mega-question
What is the ROI? ,[object Object]
What is the ROI? ,[object Object],[object Object]
What is the ROI? ,[object Object],[object Object],[object Object]
You need to be in the 16% who measure
What’s the R in your ROI?
What’s the I in your ROI?
You can’t track what you haven’t measured
You can’t track what you haven’t measured ,[object Object]
You can’t track what you haven’t measured ,[object Object],[object Object]
You can’t track what you haven’t measured ,[object Object],[object Object],[object Object]
You can’t track what you haven’t measured ,[object Object],[object Object],[object Object],[object Object]
And a bunch o’ resources
Find… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Questions?

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