A Method to the Madness:Creating Social Media Strategic Plans in 7 Steps

Social media is now the MOST POPULAR

activity online

Social Networks Close the Gap

Stop Focusing on Tools

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Share of Search - 1999

The Tools Always Change

7 Step Process

1. Build an Ark

2. Listen

3. What’s the Point?

Awareness? Sales? Loyalty?

Pick One.

Unaware Aware Trial Repeat/Enthusiast Advocate

Awareness Sales Loyalty

4. Analyze Audiences

Who Are They? Who Do They Use Social Media?

AgeGender

Geography

Map Demographics to Social Technographics

We’re Not All Spielberg

1,961 Entries

300 Entries

5. What’s Your One Thing?

Beware of the Invitation Avalanche

Passion is the Fuel of Social Media

What’s Your One Thing?

Apple = InnovationDisney = MagicVolvo = SafetyCanucks = The Cup

You = ????

Finding the One Thing Isn’t Easy

It’s About People, Not Logos

6. Build Home Base & Outposts

Create a Strategic Ecosystem

7. Pick Success Metrics

Awareness, Sales, Loyalty Measures

Pick 3 Then See

Track Social-Specific Actions

Measure Behavior, Not Aggregation

0

375

750

1125

1500

March April May June July August

New Customers RSS SubscribersFB Fans Inbound LinksSocial Mentions

Correlation vs. ROI

The Goal is Not to be Good at Social Media.

The Goal is to be Good at Business, Because of

Social Media.

Jay BaerSocial Media Strategyconvinceandconvert.comnowrevolutionbook.com

@jaybaer