Orchestrating a

Social Media Strategy

Kate GallagherMedia DirectorParamore|Redd

paramoreredd.com

Demystifies everything from ROI

to Voice

#PCN10SocialRoi

Kate Gallagher

Media Director

OMG

Social Media Expert?

Credibility

Why do I want to talk

about at PodCamp?

Something useful.

Inspiration for your own social strategy process that you can

use for your own company, product, service, brand, etc. that will result in a

social success story.

Mr. Client

Mr. CEO

Basically Mr. Paycheck

Maybe even YOU?

(hope not)

So my son is always on this MySpace

Someone asked to be my friend?

Do I really want someone

to Digg me?

I heard dell made a lot of money through something

called “tweeter”?

My competitors are all on facebook

HELP!

2008

Let’s Just Do It

2009

Is it worth all the time and

all this money?

2008

2010

I want strategy and ROI

2008 2009

PROCESS

Step 1: Determine Where You Are TODAY?

Step 1: Determine Where You Are TODAY?

What’s being said about you

Step 1: Determine Where You Are TODAY?

What’s being said about you

What’s being said about your competitor

s

Step 1: Determine Where You Are TODAY?

What’s being said about you

What’s being said about your competitor

s

What’s being said about your

industry

Step 1: Determine Where You Are TODAY?

What’s being said

period.

What’s being said about you

What’s being said about your competitor

s

What’s being said about your

industry

Step 2: Social DiscoveryWhere Are You?

What Do You Want?

Step 2: Social DiscoveryWhere Are You?

What do you want?

1. GOALS?

Step 2: Social DiscoveryWhere Are You?

What do you want?

1. GOALS?

2. AUDIENCES?

Step 2: Social DiscoveryWhere Are You?

What do you want?

1. GOALS?

2. AUDIENCES?

3. MESSAGES?

Step 2: Social DiscoveryWhere Are You?

What do you want?

1. GOALS?

2. AUDIENCES?

3. MESSAGES?

Step 2: Social DiscoveryWhere Are You?

What do you want?

1. GOALS?3. MESSAGES?2. AUDIENCES?

Step 3: Strategy Guide

Yes It’s 45 Pages

Yes It’s 45 Pages

Step 3: Strategy GuideSummarize the discovery conversations Yes… you DID say

that

Step 3: Strategy GuideSummarize the discovery conversations

Explain why social networking is important For the copy you give your boss…

Step 3: Strategy GuideSummarize the discovery conversations

Explain why social networking is important

Best Practices So you have an explanation as to why you’re not tweeting 6 times an hour…

Step 3: Strategy GuideSummarize the discovery conversations

Explain why social networking is important

Best Practices

Platforms 101

Step 3: Strategy GuideSummarize the discovery conversations

Explain why social networking is important

Best Practices

Platforms 101

StrategyThat’s what I’m talkin’ bout…

Step 3: Strategy GuideSummarize the discovery conversations

Explain why social networking is important

Best Practices

Platforms 101

StrategyMetrics for success Site traffic,

burger sales, vacation guide requests, email signups, etc.

Step 3: Strategy GuideSummarize the discovery conversations

Explain why social networking is important

Best Practices

Platforms 101

StrategyMetrics for successBudget and allocation of hours It’s not going to

tweet itself

Step 3: Strategy GuideSummarize the discovery conversations

Explain why social networking is important

Best Practices

Platforms 101

StrategyMetrics for successBudget and allocation of hoursVoice

Voice Gets its Own Slide

Voice Gets its Own Slide

Step 3: Strategy GuideSummarize the discovery conversations

Explain why social networking is important

Best Practices

Platforms 101

StrategyMetrics for successBudget and allocation of hoursVoiceConnect with your website

United Way Connects REAL Nice

Step 3: Strategy GuideSummarize the discovery conversations

Explain why social networking is important

Best Practices

Platforms 101

StrategyMetrics for successBudget and allocation of hoursVoiceConnect with your websiteTracking

Yes You Can Track

Track the performance of your bit.ly links in real time.Access the complete history of your bit.ly links

Goal 1: Print Vacation Guide Download

Goal 1: Print Vacation Guide Download

Goal 1: Print Vacation Guide Download

Goal 2: Electronic Vacation Guide Download

Goal 2: Electronic Vacation Guide Download

Goal 2: Electronic Vacation Guide Download

Source Website Visits

In One Month

Conversion Rate

# of Guides In One Month

Facebook 959 17.83% 171Twitter 79 6.49% 5

You Tube 1 100% 1Blog 2 0% 0

Pandora 41 9.76% 4MySpace 10 20% 2TOTALS 1,092 Visits 183 Guides

Social ROI

$27.00 Average Social Cost Per Lead

Social ROI

$27.00 Average Social Cost Per Lead$4.58 Average Social Cost Per Click

not

Tracking Phone Numbers

Custom Landing Pages

surveys

ROI is Possible

Step 3: Strategy GuideSummarize the discovery conversations

Explain why social networking is important

Best Practices

Platforms 101

StrategyMetrics for successBudget and allocation of hoursVoiceConnect with your websiteTracking Internal process and trainingContent

Step 3: Strategy GuideSummarize the discovery conversations

Explain why social networking is important

Best Practices

Platforms 101

StrategyMetrics for successBudget and allocation of hoursVoiceConnect with your websiteTracking Internal process and trainingContentEstablished a fan base

Step 4: Plan

Step 4: Plan

Step 4: Plan

Step 4: Plan

Step 4: Plan

Step 4: Plan

Where Are You?

What Do You Want?

1. GOALS?3. MESSAGES?2. AUDIENCES?

Strategy Guide

How Are You Going to Get What You Want?

Go Get it.

1. GOALS?3. MESSAGES?2. AUDIENCES?

Strategy Guide

Most Importantly.

1. GOALS?3. MESSAGES?2. AUDIENCES?

Strategy Guide

It looks like a funnel.

It looks like a funnel.

And historically, all good marketing strategies look like a funnel.

And historically, all good marketing strategies look like a funnel.

And historically, all good marketing strategies look like a funnel.

And historically, all good marketing strategies look like a funnel.

And historically, all good marketing strategies look like a funnel.

And historically, all good marketing strategies look like a funnel.

It’s a joke.

1. GOALS?3. MESSAGES?2. AUDIENCES?

Strategy Guide

So here it is.

1. GOALS?3. MESSAGES?2. AUDIENCES?

Strategy Guide

Questions?

1. GOALS?3. MESSAGES?2. AUDIENCES?

Strategy Guide

@k8gallagherkgallagher@paramoreredd.comwww.paramoreredd.com#PCN10SocialRoi