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Badrina Social Media Planning Presentation

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Social Media Planning presentation at the Richardson Chamber of Commerce. Geared towards small businesses and entrepreneurs, this conversation goes through the planning and strategic aspects of implementing social media tools.

Publicada em: Negócios, Tecnologia
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Badrina Social Media Planning Presentation

  1. 1. Building a Social Media Plan See this presentation at: www.slideshare.net/ebadrina
  2. 2. Agenda <ul><li>What is Social Media </li></ul><ul><li>Types of Social Media Sites </li></ul><ul><li>3 Key Principals & Sales 2.0 </li></ul><ul><li>Why you need a Plan </li></ul><ul><li>Components </li></ul><ul><li>Sample Plan </li></ul><ul><li>Resources </li></ul>
  3. 3. What is Social Media? <ul><li>Wikipedia definition: </li></ul><ul><li>At its most basic, social media is a shift in how people discover, read and share news, information and content ( communication ) </li></ul><ul><li>It’s a fusion of sociology and technology, transforming monologue (one to many) into dialogue and is the democratization of information, transforming people from content readers into publishers. </li></ul>
  4. 4. Social Media Top Sites for Business = people you already know; social/personal = video sharing, podcasting = business networking = micro-blog, business + personal networking = blog platform
  5. 5. 3 Key Principals <ul><li>Be interesting </li></ul><ul><li>Content is King </li></ul><ul><li>Give to Get </li></ul>
  6. 6. What is Sales 2.0? <ul><li>Consumers & Businesses research before they buy </li></ul><ul><li>What does the sales person provide now? </li></ul><ul><li>How does the CRM keep up with inbound marketing </li></ul>
  7. 7. Social Media Planning <ul><li>Why do you need a plan? </li></ul>
  8. 8. Social Media Planning <ul><li>Audience – Who are you trying to attract when you use social media? </li></ul><ul><li>Objectives – What do you want to achieve with your social media usage? </li></ul><ul><li>Strategies – How are you going to use your social media channels? </li></ul><ul><li>Budget – How much time and resources will you be able to commit to the campaigns that you enact? </li></ul><ul><li>Integration – What do you currently do to market your product/service, and how can you leverage the power of social media to make it happen </li></ul><ul><li>Measurement – How will you know you are successful or not, and what will you do if you are/aren’t? </li></ul>
  9. 9. Audience for Social Media <ul><li>If you don’t know who you are targeting, then you are sure to miss them </li></ul>
  10. 10. Audience for Social Media <ul><li>Potential clients </li></ul><ul><li>Existing clients </li></ul><ul><li>Referral sources </li></ul><ul><li>Influencers in your industry </li></ul><ul><li>Others </li></ul>
  11. 11. Objectives for Social Media <ul><li>To raise awareness and increase the volume of conversation about the brand across the web </li></ul><ul><li>To build relationships with individuals who consider themselves fans of the brand </li></ul><ul><li>To develop relationships with consumers who may be unfamiliar with the brand </li></ul><ul><li>To directly increase revenues through online sales </li></ul><ul><li>(Larger companies also use it for internal communications and recruiting) </li></ul>
  12. 12. Objectives for Social Media <ul><li>Partners </li></ul><ul><li> Referral Sources </li></ul><ul><li> Clients </li></ul><ul><li> Customers </li></ul><ul><li>Prospects </li></ul>
  13. 13. Ways to Use Social Media <ul><li>Listening – Use for research to better understand your customers . </li></ul><ul><li>Talking – Use to spread messages about your company to a more interactive channel </li></ul><ul><li>Energizing – Use it to super charge the power of brand enthusiasts’ word of mouth. </li></ul><ul><li>Supporting – Help your customer’s support each other. Helps when you have support costs and natural affinity for each other. </li></ul><ul><li>Embracing – Integrating your customers into how your business works and help them design your products. </li></ul>
  14. 14. Ways to Use Social Media (cont.) <ul><li>Nurturing – Use for nurturing leads long-term with targeted, qualified prospects </li></ul><ul><li>Asking permission – Use for building a strong permission marketing asset like a trusted blog </li></ul><ul><li>Attracting – Use it to attract leads at scale once your brand 'tips' in the social web </li></ul><ul><li>Cross-linking – Use it to maximize the social and SEO synergy, consistently attract organic, editorially endorsed links: the lifeblood of search engines </li></ul>
  15. 15. Budgeting for Social Media <ul><li>Lather, Rinse, and Repeat after me: </li></ul><ul><li>SOCIAL MEDIA IS NOT FREE </li></ul>It ain’t free, folks .
  16. 16. Budgeting for Social Media <ul><li>Social media takes: </li></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>... all of which are limited resources! </li></ul></ul>Source: Olivier Blanchard
  17. 17. Budgeting for Social Media <ul><li>Effective use of social media also takes: </li></ul><ul><ul><li>Consistency </li></ul></ul><ul><ul><li>Creativity </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>All of which take People and Time! </li></ul></ul>
  18. 18. Budgeting for Social Media
  19. 19. <ul><li>Regardless of how little or how much you budget for social media, remember... </li></ul>
  20. 20. <ul><li>CONTENT IS KING! </li></ul>
  21. 21. Social Media Do’s and Don’ts <ul><li>DO NOT consider traditional media and social media separate; assess what you are already doing and see how to integrate your social media tools into your existing marketing campaign(s) </li></ul><ul><li>DO NOT treat Social media as a “silver bullet” to solve your lead generation problems </li></ul>
  22. 22. Social Media Do’s and Don’ts <ul><li>DO NOT spread yourself too thinly with social media tools; pick a blog plus one or two social media tools when starting out </li></ul><ul><li>DO be mindful of how much time social media takes compared to traditional media </li></ul><ul><li>DO have a call to action on all your media messages </li></ul>
  23. 23. Measurements for Social Media <ul><li>Number of Fans/Followers/Subscribers </li></ul><ul><li>Number of mentions on blogs and Twitter </li></ul><ul><li>Number of comments on a brand-authored page </li></ul><ul><li>Number of replies to a brand-authored profile </li></ul><ul><li>Number of visits to a branded website </li></ul><ul><li>Number of referral visits to a branded site via organic (unpaid) search results </li></ul><ul><li>Number of video views </li></ul><ul><li>Length of interaction with a brand-authored experience </li></ul><ul><li>Number of people you can reach without buying media </li></ul><ul><li>Sentiment of online conversation </li></ul>
  24. 24. Measurements for Social Media Source: Ogilvy Public Relations
  25. 25. Results for Social Media Social Media Measurements are NOT the end goal. ROI means return on $$$ .
  26. 26. Results for Social Media <ul><li>Moving your metrics for financial success </li></ul><ul><li>Establish baseline metrics </li></ul><ul><li>Set specific goals to be reached </li></ul><ul><li>Measure and review to complete feedback cycle </li></ul><ul><li>Correlate your social media efforts with these metrics to measure effectiveness </li></ul>
  27. 27. Results for Social Media <ul><li>What should I be moving? </li></ul><ul><li>Frequency – transactions per month </li></ul><ul><li>Reach – net new customers </li></ul><ul><li>Yield – how much they spend ($ per transaction) </li></ul>Source: Olivier Blanchard
  28. 28. A Social Media Model Copyright J.R. Atkins
  29. 29. A Social Media Model Website...
  30. 30. A Social Media Model Blog...
  31. 31. A Social Media Model Twitter...
  32. 32. A Social Media Model Facebook...
  33. 33. A Social Media Model Fan Page...
  34. 34. A Social Media Model LinkedIn...
  35. 35. Resources <ul><li>Groundswell by Charlene Li and Josh Bernoff, Forrester Research </li></ul><ul><li>Twitter Power by Joel Comm </li></ul><ul><li>Whuffie Power by Tara Hunt </li></ul><ul><li>Sales 2.0 by Seley & Holloway </li></ul><ul><li>The New Influencers by Paul Gillin </li></ul><ul><li>Mashable (Blog on Social Media Trends) </li></ul>
  36. 36. Questions or Comments? See this presentation at: www.slideshare.net/ebadrina