10 Essential Elements of a Mature Social Media Marketing Strategy

Presenter:@KentLewis

President & Founderwww.anvilmediainc.com

Agenda

State of Social10 Essential Elements of a Social StrategyEmployee Training & ToolsLooking AheadResources

About Anvil Media

Anvil Media, Inc. is a digital marketing agency specializing in search engine marketing (SEM) services including web analytics, site conversion optimization, search engine optimization (SEO), pay-per-click (PPC) management, mobile and social media marketing.

Benefits of Social Media

Gain industry and constituent insightsProvide affordable customer serviceCreate or extend brand awarenessBuild community & thought leadershipGenerate measurable top line revenue

Social Activity Expanding

So Are The Conversations

Social Tools For Business

Social Media As Customer Service

Measurement Methods

Who’s Tracking Social Media?

Increase in friends/followers/fans

Site traffic driven by social

Mentions

New leads generated

Sales

Key influencers and reach of messaging

Duration of engagement of period of time

-25.00% 0.00% 25.00% 50.00% 75.00%

66%

60%

39%

36%

28%

26%

22%

Percent of US Marketers who Track Social Media

Social Media Marketing Efficacy

Social Media Budget Trends

Platforms

10 Essential Elements of an Effective Social Media Strategy

1. Philosophy Social Media Evangelist vs. Manager Audience segmentation Empathy, insights & action Authenticity, transparency & honesty

2. Platform Optimization (Re)claim brands & trademarks Optimize each platform for visibility Track evolving platforms and features Develop & track relevant KPIs

3. Voice Unique, Consistent & Relevant One vs. Many Minimize automation & cross-posting Consider “Social Brand Manager” role

4. Content (Is King) Consistently high-value Original & unique Based on objectives & trends Incorporating reference points

5. Generosity Reciprocation: likes, follows, mentions Sharing: industry news & trends Saying “Thanks” to fans & followers Pay it Forward!

6. Velocity Balance between visibility & nuisance Schedule regular updates Post important content 2-4 times Utilize unique tracking URLs for testing

7. Administration Privacy policy & legal disclaimer Properly secure profile access Properly secure profile data Prepare ORM contingency plan

8.Training Create & share social media guidelines Leverage management tools (HootSuite) Involve key decision makers (HR, legal) Consider certification courses

9. Commitment Internal (and external) resources Budget for marketing & maintenance Consistent dedication over time Maintain strategic direction & focus

10. Critical Social Analytics 1. Conversions2. Qualified Visitors/Fans/Prospects3. Engagement Metrics4. Overall Visibility and/or Sentiment

Employee Training & Tools

Sample Employee Guidelines

Be transparent, judicious, humble, human, professional, smartTalk about what you know and add value; know your audienceMake it interesting, unique, remarkable, informative, funThink before you post or replyRespect the privacy and opinions of others (even competitors)Don’t pick fights, and be the first to correct your mistakesHonor confidentiality, proprietary information & IPRespect copyright, fair use and financial disclosure lawsGain approval and cite your sources, before postingUnderstand terms of service of social platformsLeverage social media to increase, not decrease productivityReport any policy violations to management

Solution: Hiring for Social Media

Ideal Education/ExperienceMarketing and/or communications degreeSociology or psychology or economics are helpful

Desirable SkillsProficient written and verbal skillsFamiliarity & experience with social/web platforms

Bonus TalentsHigh level of intuition and empathy (for customers)Passion for all things internet & technologyAbility to gain insights from reams of data

Solution: Social Media Training

Finalize & distribute Social Media GuidelinesIncorporate training into on-boarding processMandate training for employees touching socialSelect ambassadors for remainder of company

Provide initial training and professional developmentFoster employee interaction with ambassadorsEmpower ambassadors to host trainings

Share social results in company communications

Social Mention Individual searches or updates Tracks strength & sentiment Measures passion & reach

HootSuite Manage multiple profiles Schedule & measure tweets Integration with Google Analytics

Looking Ahead

Evolving Social Platforms

Don’t criticize, condemn, or complain.Give honest and sincere appreciation.Arouse in the other person an eager want.Be a good listener. Encourage others to talk about themselves.The only way to get the best of an argument is to avoid it.Show respect for the other person's opinions.

Never say "You're Wrong."If you're wrong, admit it quickly and emphatically.Dramatize your ideas.Throw down a challenge.

Timeless Parting Advice

Read articles & white papers in Anvil Resources sectionSign up for our monthly email newsletterRead our blog or follow us on Twitter (@AnvilMedia)Ask questions about social media, search or mobile marketing

@KentLewisPresident & FounderAnvil Media, Inc.503-260-6700kent@anvilmediainc.com