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#Roseville2012 @3foldcomm

Social Media: Strategy Matters

for Business

Alicia Allen Social Media Manager

3fold Communications

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Overview• The Basics• Strategy (the who, what and why)• The Networks • Plan (the how)

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The Basics

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Overwhelmed?

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Social Media“Forms of electronic communication through which users

create online communities…” – Merriam-Webster

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ParticipationWrong reasons to participate:• Everybody else is doing it• Cheap and easy• You want to spy on your children

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ParticipationRight reasons to participate:• Networking and reconnecting• General exposure; boost a

campaign• Finding information• Engage and cultivate audiences• Learn, get feedback

• Cheap(er)

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Strategy

“We don’t have a choice on whether we DO social media, the question is how well we DO it.”

– Eric Qualman, author of Socialnomics

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Tools vs. Strategy

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Need for StrategyStrategy drives success.

Without it:• No focus• Inconsistent message and voice• Infrequent, lack of attention• Inefficient

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Marketing Plan

Fit into overall marketing plan.

• Cannot be solo• Organization’s goals• Vision of the organization• Use assets

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Good Strategy

• Goals

• Target audience

• Overall messaging

• Time and resources

• Plan

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Focus on People

• Communication evolution• Social not technology• Conversation is happening• Listen, listen, listen

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Social Media Policy

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Why a Policy?• Employees are participating• Clients are participating• Blurry lines• Privacy • Negative feedback

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Social Networks

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What to pick?

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Blogs• Content hubs • Resources• Relevant information• Search engine optimization

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Facebook

• Largest social network• 900+ million users• Advocates• Anytime, anyplace• Contests and applications

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Twitter

• 500+ million users• Over 340 million tweets a day• 140 characters• New audience• Breaking news

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LinkedIn• 160+ million members• Individual profiles• Groups vs. Company Pages• Favorite LinkedIn feature • Plug-ins

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Google+• 100+ million user accounts• Internal uses:o Personal resource libraryo Group shared libraryo Hangout

• Google products seamless

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Geolocation• Privacy concerns• Connection• Add value • Cross-promotion

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Power of Video

• Funny, compelling, unique• Series or “Vlog”• Short • “Power users”

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Photo Captivation• Easy and fun• Access anywhere• Sharable• More exposure

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Do you have to do it all?

• Absolutely not!• Time and resources• Importance of strategy

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Strategy + Networks… Now What?

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Your plan…• Tools• Objectives• Benchmarks• Editorial calendar• Measuring tools

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Discovery and ExecutionDiscover:

• Where is my audience?

• What are they talking about?

Execute:

• Pick the right tools

• Identify objectives and benchmarks

• Create profiles

• Begin to connect

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Creating Content

• What is content?• Editorial calendar• Develop “voice”• Be engaging and dynamic• Audience, frequency

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Building a Community

• Promote online and offline • Interaction leads to action• Participate

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• Be yourself• Be responsive• Be engaged • Be respectful• Be interesting

Social Media Karma

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Monitoring and Analytics• Monitor

• Keep track of what works

• Facebook Insights• Hootsuite• Viral Heat• Cision

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Wrapping Up!

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Your social media success…

• Understand your goals• Build a social media strategy• Develop a plan of action• Dive in!

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3foldcomm.com

facebook.com/3foldcomm

twitter: @3foldcomm

@AliciaToday

Thank You!

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