January 8, 2009

How to Get StartedBuilding a Social Media Plan

What is social media?

• Online destinations where individuals can share information in a variety of formats (text, audio, video) and engage in two-way dialogues around topics of common interest.

Social Media is an Evolution in Marketing

Marketing Has Evolved

Broadcast – Garner Attention• One-way communication• Corporate ‘speak’• Highly controlled

Conversation – Garner involvement• Multi-directional communication• Informal tone• Building community

Traditional Marketing Social Media Marketing

Social media is not a fad.

It’s a fundamental shift in the way we communicate.

.

The jury is in on the use of social media

• Increase awareness• Enhance brand credibility• Build reputation as a thought leader• Encourage promoters• Build SEO ranking• Offer an unprecedented opportunity to engage with

prospects and customers

Benefits of Social Media

The Knowledge Factor

43%Lack of knowledge, expertise

53%Lack of internal resources/time

How Social Media Works

The Case for Social Media?

PROFIT

RELATIONSHIPS

EXPOSURE

GROWTH

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January 8, 2009

What Social Media Tools Should I Use?

Social Networking

Blogs

MicroBlogs

Social Bookmarking

Forums

Wikis

Multimedia

Social Media Channels

Personal Publishing Channels

Blogs•Thought leadership•Credibility•Audience building•Education

MicroBlogs•Customer service•Social networking•Awareness building for published content

Multi-Media•Thought leadership•Education•Credibility

• Purpose – Personal Publishing

• Portray yourself as an expert

• Be seen as a useful source of information (not just selling products/services)

• Give satisfied customers a voice

• Promote your business

• Generate referrals

Social Networking Channels

Largest social networking site in the world

Networking tool to find connections for employees, industry experts, partners, etc

Social networking for creative types

• Purpose – Social Networking

• Create a community of interested prospects and customers

• Move this community to an economic action over time

Discussion Space Channels

Wikis •Defining new products, concepts, etc

Social Bookmarking •Sharing relevant content•User ratings

Forums•Get involved with trade industries

• Purpose

• Give current and prospective customers a place to discuss your company, products and services

• Provide a resource for customers to help one another

Micro-Messaging and Chat Channels

Chat and

Micro-Messaging

Using SMS (portable

device text messaging) or

Instant Messaging

to get across quick and

instant ideas

• Purpose

• Provide quick updates about dynamic processes to a specific group of people

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January 8, 2009

A Social Media Methodology

Think Backwards

• Go where people are online• Don’t try to create your own group and drag people there

• For example, use LinkedIn group rather than create a new Facebook group

1. Define Objectives & Social Media Goals

Business Objectives Social Media Marketing Goals

Brand Building Generate awareness and drive traffic to website

Establish market and thought leadership Increase education

Acquire new customers Increase leads

Introduce new products and services Drive trial

Retain current customers Customer Loyalty through Brand Promotions (eg. coupons, contests)

Market Research Gain intelligence, form/change opinion

Improve current products and services Provide customer service

2. Who is your Audience?

Existing Customers

• Audience Size• Industry / Region• Company types• Title• Info gathering process

Prospective Customers

• Prospect Customers• Industry / Region• Company type• Title • Info gathering process

3. Who are the Other Constituents?

Relevant Groups• Media• Political

Relevant Groups• Associations• Networks

If you’re going to spend time crafting unique content, share it with the right people

4. Where are They Online?

• Which parts of your audience and stakeholders spend time on social media?

• Conduct a survey if you don't know. • Find out which social media sites they use now and how

often (daily, weekly, or less often).

5. What does the Social Landscape Look Like?

• Market• Keywords• Influencers• Events• Online Destinations

• Competitors• Presence• Initiatives / Content• Experts

6. What Resources do you Have Available?

• Resources • People• Financial

• Time• Messaging Strategy

• Key Messages• Experts

• Content Assets and Marketing Tools• Online

- eNewsletters- eMail Blasts - Blog

• Offline- Mailings- Articles- Research Papers- Events

7. Build a Framework

Business Objectives Social Media Goal Content Initiative Social Media Channel

Brand Building Generate Awareness & Drive traffic to website

Promotional Announcements

Produce Viral Media

Media Relations

Social Bookmarking

Blog

YouTube

Third-party reviews

Social Bookmarking sites

Establish market and thought leadership

Increase education How-To Videos

Educational Blog

Podcast

Webinar

Whitepapers

Powerpoints

Case Study

Industry-focused Blog

Share 3rd party Content

Video testimonials

Case Studies

YouTube

Blog

Website

Website

Website

Slideshare

Website

Blog

Social Bookmarking

YouTube

Website

7. Build a Framework

Business Objectives Social Media Goal Content Initiative Social Media Channel

Acquire new customers Increase leads Community contest / discount

Various

Introduce new products and services

Drive Trial User contest

Product Videos

Product Photos

Various

YouTube

Flickr

Retain current customers

Customer Loyalty through Brand Promotions (eg. coupons, contests)

Third-party reviews

Case Study

Forums

Website

Market Research Gain intelligence, form/change opinion

Improve current products and services

Provide customer service

Service Blog

Social Networking

Blog

Social Networking

8. Clarify the Plan

a. Define Nucleus

• Nucleus = website or blog• Southwest airlines :

blog as nucleus www.blogsouthwest.com

• Review value messaging• Upgrade functionality

b. Publish

• Determine initiatives to execute & content

• Review legwork – objectives, audience, content assets and experts, market landscape

• Determine channels to publish on

8. Clarify the Plan

c. Build Community

• Social Networking

• If you’re going to spend the time crafting unique content, make the effort to share it with the right people.

• Proactive vs. reactive community building

d. Engage

• Website• Listen• Publish• Engage

9. Bite Off What You Can Chew

• Assign a specific person to be in charge of each channel of social media you decide to use

• Try to find someone internally who is already familiar with the culture of the channel

• Budget time each day for keeping up with these social media tools• Approx 2 hours a day

for the first few weeks• Once rolling, you will

only need 30-60 min/day

• Tackle and master each approach one at a time

10. Monitor Performance

• Web visitors• Click throughs• Impressions• Postivie press• Retweets• Youtube views• Etc.

It’s a marathon,not a sprint.

You’re in it for the long run.

Lisa Kember905-278-5500 x222lkember@gethyperactive.comwww.gethyperactive.com