Mais conteúdo relacionado Semelhante a Creating Winning Social Media Strategies in 8 Steps (20) Creating Winning Social Media Strategies in 8 Steps1. @jaybaer #esto12
Why Before How:
Creating Social Media Strategic Plans in 8 Steps
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the tools always change
60
45
30
15
share of search
0
1999
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OL S!
ON TO
SING
FOCU
TO P
S
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focus on
how to be SOCIAL
worry less
about how to do
SOCIAL MEDIA.
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SOCIAL MEDIA
is now the most
popular online activity
WHY?
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Control Over Personal Relationships
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Control Over Business Relationships
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TECHNOLOGY FORCES
ADAPTATION
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We’ve changed our business
to respond to each of these
shifts, but not to social media.
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Social
Media
Strategy
8 step
process
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@jaybaer #esto12
build
an ark
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DO NOT CREATE
COMMITTEES
AT BAYONET POINT
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gather data
Customer Characteristics
Current Social Metrics
(if any)
Web Metrics
Business Metrics
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@jaybaer #esto12
listen &
compare
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easier with software
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Listening Queries
What’s Being Said About Us?
What’s Being Said About
Topics of Interest?
What’s Our Sentiment?
Who’s Saying It?
Where Are They Saying It?
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Competitor Analysis
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pick one.
3
awareness?
what’s the sales?
point? loyalty?
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Repeat/
Unaware Aware Trial Advocate
Enthusiast
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If You Try to Accomplish
Everything in Social Media,
You’ll Accomplish Nothing.
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The goal isn't to be good at
social media, the goal is to be
good at business because of
social media.
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Whatever you're trying to accomplish dictates
how and what you measure.
Awareness Sales Advocacy
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Measure Behavior
not just Data
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Weak Metric: Stronger Metric:
Number of Facebook Engagement Rate
Facebook fans
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Weak Metric: Stronger Metric:
Social Mentions Desired Web Behaviors
Among Visitors From Social
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Weak Metric: Stronger Metric:
Number of Clicks Offers Redeemed
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JUST BECAUSE
EVERYTHING IS
MEASURABLE
DOESN’T MEAN YOU
SHOULD MEASURE
EVERYTHING
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Use Research & Personas
to Model
Name: Name:
John Doe Jane Doe
Gender: Gender:
Male Female
Age: Age:
24 23
Hometown: Hometown:
NYC NYC
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Age / Gender / Geography
Who Are They?
How Do They Use
Social Media?
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conversationalists
33%
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Give Your Audience Appropriate
Social Media Assignments
CREATORS
18-24 41%
45-54 14%
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6 what’s your
one thing?
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Passion,
Not Features
innovation magic safety service
You ?????
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7
engagement &
humanization
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social media
IS ABOUT PEOPLE
not logos.
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Harvest stories
about your
destination &
visitors
These visitors Storytelling
create more stories humanizes
for harvesting destination
Kinship drives
Humanization
visits from new &
creates kinship
previous travelers
Social Media
Success Process
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Social Media Home
Base & Outposts
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Social Media Detective
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what is your VISUAL
EXECUTION PLAN?
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EVERY CHANNEL YOU ADD IS A
COST FIRST,
AND THEN MAYBE
A BENEFIT
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8 Steps: Refresher Course
build an ark 1
listen & compare 2
what’s the point? 3
success metrics 4
analyze audience 5
what’s your one thing? 6
engagement & humanization 7
channel plan 8
72. @jaybaer #esto12
focus on
how to be SOCIAL
worry less
about how to do
SOCIAL MEDIA.