On Tuesday, March 30, 2010 I was invited to speak to a group of students studying Emerging and Social Media at Marquette University. The topic of my presentation was Social Media Strategy and Implementation. Use Stickybits to attach comments or questions, http://stickybits.com/c/7460958735923/krgRnrzT1bEBpes5LhJF9W You can also read more on my blog, http://blog.jenders.com/2010/03/30/social-media-strategy-and-implementation/

1. MARQUETTE UNIVERSITY
SOCIAL MEDIA STRATEGY + IMPLEMENTATION
TU E SD AY M A R C H 3 0, 20 1 0

2. INTRODUCTION
GOALS
AGENDA DISCOVERY
STRATEGIES
Q+A
2

3. INTRODUCTION

4. CREATIVE
DIGITAL / NEW DESIGN
PRODUCTION FULL CIRCLE TRACKING
PUBLIC RELATIONS MEDIA
STRATEGY / PLANNING
4

5. OUR BUSINESS CREATES IDEAS.
OUR IDEAS CREATE BUSINESS.
5

6. INTRODUCTION
PLAYING IN THE SANDBOX
Everything you need to know about Social
Media you learned in kindergarten.
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7. INTRODUCTION
STRATEGIC FOUNDATION
GOALS + AUDIENCE + CHANNELS + TACTICS = STRATEGY
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8. SOCIAL MEDIA
IS NOT A TECHNOLOGY

9. SOCIAL MEDIA IS NOT A TECHNOLOGY
CHASING SHINY OBJECTS
EVOLVING PLATFORMS
• New services are being launched daily
• Be prepared to understand the value of the service and platform
• Make recommendations as needed
NEW TRENDS
• Friendster, MySpace, Facebook
• Second Life
• Chatroulette
DON’T CHASE SHINY OBJECTS
If you are asked to, be prepared to educate your client and peers
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10. SOCIAL MEDIA IS NOT A TECHNOLOGY
TECHNOLOGY IS ALWAYS CHANGING
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11. SOCIAL MEDIA
IS NOT A CAMPAIGN

12. SOCIAL MEDIA IS NOT A CAMPAIGN
ENGAGEMENT IS ONGOING
ESTABLISH A PRESENCE
• Do not abandon it
SET EXPECTATIONS
• But be prepared to meet consumer expectations
THERE IS NO END DATE
• Engagement is ongoing, before and after campaigns
MANAGE YOUR REPUTATION
• If you do not manage your brand, consumers will
12

13. THAT SAID...

14. GOALS

15. ESTABLISH GOALS
BEGIN WITH A VISION
BOYS + GIRLS CLUB
• To enable all young people, especially those who need us most, to reach their
full potential as productive, caring, responsible citizens.
MEDELA
• Helping moms to successfully breastfeed their babies and to do so for as long
as they choose. Meeting this goal responsibly is at the heart of everything we
do.
ASSOCIATED BANK
• Associated will be the preferred provider of financial services for businesses
and individuals in the communities we serve.
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16. ESTABLISH GOALS
DETERMINE BENCHMARKS
UNDERSTAND THE COMPANY
• Internal and external environment
• Company culture and employees
• Products and benefits
SWOT ANALYSIS
• Strengths, Weaknesses, Opportunities, Threats
• Provides strategic foundation
COMPETITIVE ANALYSIS
• Develop list of competitors
• Perform competitive analysis
• Note points of differentiation
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17. ESTABLISH GOALS
METRICS FOR SUCCESS
MEASURE EVERYTHING
• Digital environment heavily relies on analytics and measurement
• Will aid in refining and optimizing your strategy
METRICS FOR SUCCESS
• What will the client determine a success?
• ROI, Share of Voice, E-Commerce Sales, Brand Awareness?
MEASUREMENT PLATFORM
• Understand current toolset
• Use industry standards
The future is an data and analysis!
17

18. DISCOVERY

19. THE DISCOVERY PROCESS
FINDING YOUR AUDIENCE
EXAMINE THE AUDIENCE
AUDIENCE
• Research from 3rd parties and tools
UNDERSTAND THEIR BEHAVIORS
• What is the consumer looking for online?
BEHAVIORS
• When are they online?
IDENTIFY CHANNELS
• What channels does the consumer use to consumer information? CHANNELS
TARGET THEM EFFECTIVELY
• Maximize reach and target key influencers TARGETING
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20. THE DISCOVERY PROCESS
AUDIENCE PROFILE: GOOGLE ANALYTICS
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21. THE DISCOVERY PROCESS
AUDIENCE PROFILE: QUANTCAST
SOU RCE: Qu ant cas t.co m, Ma rch 20 0 9
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22. THE DISCOVERY PROCESS
AUDIENCE PROFILE: COMPETE
SOU RCE: Qu ant cas t.co m, Ma rch 20 0 9
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23. THE DISCOVERY PROCESS
AUDIENCE PROFILE
He’s 28, single and He’s a heavy user
lives in the city of the internet
A college graduate, He’s an early adopter
his HHI is $100K+ of technology
MAX
He is highly Participates in
influential pool, trivia and karaoke
SO URC E: 20 09 MRI Dat a, Vodka Con su mer s
23

24. THE DISCOVERY PROCESS
BEHAVIOR: CISION SOCIAL MEDIA DASHBOARD
When examining online conversations
around the keyword “vodka”, we observed
the following brands mentioned.
@angela_vaughn yes vodka and club soda w/ lime is my
go to drink but it's so vanilla. I want to be a bit spicier
11:36 AM Mar 3rd via Tweetie in reply to angela_vaughn
@suicide_blond Yes :) Vodka is comfort food, right?
10:33 AM Mar 5th via web in reply to suicide_blond
SOU RCE : Cisio n So cial Me dia Da shb oar d, Mar c h 2 010
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25. THE DISCOVERY PROCESS
BEHAVIORS: GOOGLE INSIGHTS
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26. THE DISCOVERY PROCESS
BEHAVIORS: TWITTER SEARCH
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27. THE DISCOVERY PROCESS
BEHAVIORS: EMARKETER
27

28. THE DISCOVERY PROCESS
ACTIVE IN MANY CHANNELS
BOOKMARKING LOCAL SEARCH
WEB SITES / SEARCH MOBILE
E-MAIL SOCIAL NETWORKS
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29. THE DISCOVERY PROCESS
CHANNELS: SOCIAL MENTION
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30. THE DISCOVERY PROCESS
CHANNELS: CISION SOCIAL MEDIA DASHBOARD
Blogs
Micromedia
Forum Replies
Comments
Images
Facebook
Forums
Mainstream News
0 20 40 60 80 100 120 140
SOU RCE : Cisio n So cial Me dia Da shb oar d, Mar c h 2 010
30

31. STRATEGIES

32. METHODOLOGY
SOCIAL MEDIA MONITORING
EMERGENCE OF SOCIAL MEDIA
• Social media is a shift in how people discover, read and share news,
information and content.
• Becoming more pervasive because it facilitates connection, creation, sharing,
and engagement in ways not possible through other mediums.
• In the U.S. more people use social networks and blogs than use e-mail. 1
• Because of its real-time nature and overwhelming popularity, social media is
an effective tool for online reputation management.
SOUR CE: e Ma rk et er, Mar c h 2 009
32

33. METHODOLOGY
SOCIAL MEDIA MONITORING
Social Media Monitoring and Analysis allows you to gain a deeper understanding
of what is being said about your brand online and the sentiment of those
comments.
• Observe current and past conversations
• Understand the reasons for positive / negative sentiment
• Identify key influencers and brand evangelists / antagonists
• Recognize when and how your brand can be proactive when negative events
occur
• Recognize trends before / as they develop
33

34. METHODOLOGY
REPUTATION MANAGEMENT
Reputation management consists of tracking the sentiment and conversation
around your brand online and participating when necessary.
• The volatility, magnitude and speed at which information is created,
disseminated, reacted to and consumed in the digital world is
unprecedented.
• Discover threats including reputation busters, safety issues, customer-
service issues, disgruntled former employees and rumors before they become
public nightmares.
• If you don’t manage your brand reputation online, consumers will.
34

35. SOCIAL MEDIA STRATEGY
OUR APPROACH
MONITOR EVALUATE PARTICIPATE EXPAND
MONITOR AND OBSERVE ANALYZE AND TRACK JOIN AND EMBRACE THE DEVELOP BEST
BRAND CONVERSATIONS BRAND SENTIMENT CONVERSATION PRACTICES AND REPEAT
35

36. SOCIAL MEDIA STRATEGY
OUR APPROACH: MONITOR
WHAT WILL BE MONITOR?
• Brand name, variations and URLs
• Names of public executives / employees
• Products and services
• Category
MONITOR • Competitors
• Additional news-worthy topics and terms
36

37. SOCIAL MEDIA STRATEGY
OUR APPROACH: EVALUATE
EVALUATE DASHBOARD DATA TO:
• Understand the reasons for positive / negative sentiment
• Identify key influencers and brand evangelists / antagonists
• Evaluate effectiveness of other marketing efforts
• Compare perceptions of your products against the competition
EVALUATE • With the economic downturn many individuals turn to their social networks
for advice, on purchases and / or on customer experience
37

38. SOCIAL MEDIA STRATEGY
OUR APPROACH: PARTICIPATE
ENGAGE WITH THE CONSUMER
• Address the crowd where it has gathered
• Embrace positive and negative feedback
• Provide transparency, admit flaws and apologize
• That tone matters and doesn’t need to be overly corporate
PARTICIPATE • Explain how you’ll address the issue in the future, go beyond the symptom
and treat the cause
• Provide alternative feedback loops, including e-mail or a phone number
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39. SOCIAL MEDIA STRATEGY
OUR APPROACH: PARTICIPATE
PARTICIPATE
39

40. SOCIAL MEDIA STRATEGY
OUR APPROACH: EXPAND
EXPAND + REFINE YOUR STRATEGY
• Leverage gained knowledge
• Develop best practices and establish
• list of frequently addressed topics
• common responses to common questions
EXPAND • thoughtful answers to tough questions
• relationships with key communities
• Expand to new and unexplored social networks and community spaces
• Daily e-mail reports, provide metrics on each hit and report, and assign
topics to team members for follow-up
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41. STRATEGIES
EXAMPLE: MEDELA
SHORT TERM (2009) LONG TERM (2010+)
• Examples include assessing conversations, • Examples include internal education of
establishing objectives, building content Social Media, drafts on best practices and
calendar and establishing an update policies, and refining strategies and
frequency... objectives.
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42. STRATEGIES
EXAMPLE: MEDELA
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43. STRATEGIES
CONTENT STRATEGY
Developing a content strategy for your client is the foundation of any program,
regardless of channel.
• Use the information you have gained about the business, products, the
audience and channels to develop a content calendar.
• Content calendar is valuable because it can be pre-approved and provide a
historical record for you and the client.
• Also gives you an opportunity to develop a list of what does and doesn’t work
over a 12 month period, allowing you to refine and optimize as needed.
• Don’t be afraid to reuse content
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44. STRATEGIES
CONTENT STRATEGY
44

45. STRATEGIES
EXAMPLE: WISCONSIN DEPT of TOURISM
SHORT TERM (2009) LONG TERM (2010+)
• Examples include establishing online • Examples include internal education of
presence, assessing conversations, Social Media, drafts on best practices and
establishing objectives, building content policies, and refining strategies and
calendar and establishing an update objectives.
frequency...
45

46. STRATEGIES
EXAMPLE: WISCONSIN DEPT of TOURISM
46

47. STRATEGIES
CONTENT TOOLS
47

48. STRATEGIES
CONTENT TOOLS
48

49. STRATEGIES
ANALYTIC TOOLS
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50. STRATEGIES
ANALYTIC TOOLS
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51. Q+A

52. THANK YOU
@DJENDERS | BLOG.JENDERS.COM