13. Traditional Media Social Media
Timing Filter then Publish Publish then Filter
Supervision Planning Coordination
Content
Professionals Amateurs
Creators
Broadcast AND
Style Broadcast OR Conversation
Conversation
Costs High Low
Ordered Chaos (like
Process Ordered (like making a car)
making a coral reef)
Small and Medium
Size Large Groups
Groups
With and Between
Conversation To Customers
Customers
26. #eal Strategies
1. Dedicate a Social Media Email
2. Inter-connect Platforms
3. Lead from the Top, but Have 1 Leader
3. Create Social Media Guidelines
4. List Your Influencers - (w/ Social Media Info)
5. Create a Social Media Action Plan and Calendar
6. Develop an Internal Social Media Policy
-what is social media?
--New Media = more ways to “get found”
Getting found means more ways for your customers to enter your sales funnel
-Everyone participates in social media at a different level, from the inactives to the content creators
-groundswell authors describe 6 overlapping levels
-INTERACTIVE: do a poll straw to see where people in the class are, compare in to groundswell statistics
Profile your customers a level deeper, the forrester tool is a good place to start, but only gives you rudimentary demographic information, your customers are a smaller group
-objectives, should be SMART objectives:
Specific - Be precise about what you are going to achieve.
Measurable - Quantify your objectives.
Achievable - Are you attempting too much?
Realistic - Do you have the resources to make the objective happen (men, money, machines, materials, minutes)?
Timed - State when you will achieve the objective (within a month? By February 2018?)
-the tools we talked about at the beginning can be combined with an objective to create a strategy.
This goal relates directly to the following business goals:
Acquisition (getting found)
Retention (helping to convert leads)
Referral (helping customers spread the word about Zeo)
This goal relates directly to the following business goals:
Acquisition (getting found)
Retention (helping to convert leads)
Referral (helping customers spread the word about Zeo)
