$ocial Media Strategyon a Budget
Social Media Strategy Summit
#SMSsummit
Your Presenters
@rachelmetscher @VSteeleTweet #SMSsummit
• State of Social Media • How to P.O.S.T. Before You Post • Listening vs. Monitoring • How to Create a Social Media Team • How to Create a Social Media Playbook • Best Practices • Rules of Engagement
Workshop Overview
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• There is more than one kind of budget
– Monetary (Cost) – Labor (Time) – Materials (Resources)
Budget Definitions
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Poll
Does your organization have a Social Media budget?
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52% of B2C content marketers feel challenged by their budget. (Content Marketing Institute)
Current Situation
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The Current State of Social
Concordia University Irvine - Before Veronica Steele
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Solution
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When Hiring
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But First You Need..
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Nail Down Your Social Media Strategy: P.O.S.T
**People’s Time, Content Curation and Creation, Distribution
Create Your Formula for Social Media Success =
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If you are focusing on whether you should “do YouTube” or “Pinterest” you don’t get it.
P.O.S.T or BUST
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No FTE for Social? Get Resourceful
No $$$, leverage social media brand ambassadors
Limited Budget Means Getting Resourceful
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Outline Your Organizations P.O.S.T • People • Objective • Strategy • Technology
Activity Time
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Where To Begin
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Listening
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Monitoring
• Hootsuite • Tweetdeck • Google Alerts • Search
• Salesforce Radian6 • Sysmos • Media Alert Vendors • PR Agencies
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Set up Community Managers
How is your organization set up for social right now?
Poll
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Activity Time
Social Media Community Managers Model
Social Media Policy
Human Resources vs.
Marketing and Communication
• Acceptable Behavior • Legal - HIPPA - FERPA • Access to Social at
Work • Professional Guidelines
• Branding • Identity / Voice • Public Relations • Crisis
Communications • Risk Management
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What’s Involved in Training
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Social Media Playbook
No Policy? Consider a Playbook
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Social Media Playbook Ingredients
No Policy? Consider a Playbook
• FAQs • Guidelines • Expectations • Do’s and Don’ts
– Scenarios • Social Media Policy
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Social Media Playbook:
Who Should be Involved in Creating the Playbook
• Legal • HR • Senior Leaders • Marketing • PR • Community Relations • Sales • Product Development @rachelmetscher @VSteeleTweet #SMSsummit
Policy or Playbook
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BEST PRACTICES
Best Tip #1: Learn from Others, Help Others
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Best Tip #2: Read, Read and Read Some More
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Otherwise you plan for failure
Best Tip #3: Plan for Success…
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Best Tip #4: Where to Find Resources?
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Best Tip #5: You Need an Executive Champion
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Best Tip #6: Change is Hard
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I am ready
Can’t Wait
Yay! I Tweet!
Best Tip #7: It Takes a Village
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Best Tip #8: Don’t Be Afraid
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Caring is Sharing, but where do you begin?
Bonus #1: Where Can You Find Content to Share
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Bonus #2: Be Passionate: Excitement is Key
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Bonus #3: Control vs. Channeling
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This graphic comes from a Corporate Executive Board social media member survey. Those surveyed were asked to indicate which metrics they use to track the performance of a social media campaign.
Social Media Metrics
Bonus #4: Reporting
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What to Report? Suggestions
Bonus #4: Reporting
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Bonus #5: Engagement vs. Broadcasting
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Wrap Up
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Questions
• Radian6 • eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/ • Blog: http://www.salesforcemarketingcloud.com/blog/ • Webinars: http://www.salesforcemarketingcloud.com/resources/webinars/ • Public Relations Society of America (PRSA) • Blog: Building Marketing Strategies for Higher Education :
http://buildingmarketingstrategies.wordpress.com/ • Blog: Social Media Strategies Summit:
http://socialmediastrategiessummit.com/blog/ • Social Media Today, http://socialmediatoday.com/ • Metscher’s Musing, http://metschermusings.wordpress.com/ • Social Media Playbook: http://www.slideshare.net/rmetscher/social-media-
playbook-20544843 • How to Create Your Own Social Media Playbook,
http://readwrite.com/2012/04/09/how-to-create-your-own-social#awesm=~obTk8MFg9aUFHR
Resources
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• Marketplace Education: http://www.marketplace.org/topics/economy/education
• Experian Blog: http://www.experian.com/blogs/marketing-forward/ • Hobsons Blog: • Content Marketing Institute: http://contentmarketinginstitute.com/ • How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/
• http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential-components-of-successful-social-media-campaigns/
• Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to-promote-your-brand-on-youtube?adref=nlt062613
• Six Digital Metrics to Watch, http://goo.gl/Q3LUi • Social Media ROI: http://bootcampdigital.com/measuring-social-media-
with-alan-knecht/
Resources
@rachelmetscher @VSteeleTweet #SMSsummit
• Marketplace Education: http://www.marketplace.org/topics/economy/education
• Experian Blog: http://www.experian.com/blogs/marketing-forward/ • Hobsons Blog: • Content Marketing Institute: http://contentmarketinginstitute.com/ • How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/
• http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential-components-of-successful-social-media-campaigns/
• Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to-promote-your-brand-on-youtube?adref=nlt062613
• Six Digital Metrics to Watch, http://goo.gl/Q3LUi • Social Media ROI: http://bootcampdigital.com/measuring-social-media-
with-alan-knecht/
Resources
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• Ensure Strategt Not Tactics Drives Social Media http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategy-not-tactics-drives-your-social-media
• What Do You Need to Make Social Media Successful in Higher Ed? http://socialmediatoday.com/rmetscher/1600341/what-do-you-need-make-social-media-successful-higher-ed
• 9 Ways to Keep You Fresh, Inspired and Creative, http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-you-fresh-inspired-and-creative
• 5 Social Media Metrics That You Should Pay Attention To, http://socialmediatoday.com/digitalsherpa/1586596/5-social-media-metrics-you-should-pay-attention
• Social Yin and Yang: The Perfect Union of Strategic Listening and Real-Time Engagementhttp://socialmediatoday.com/jordanv/1602056/social-yin-and-yang-perfect-union-strategic-listening-and-real-time-engagement
Resources
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• Brian Solis, http://www.conversationprism.com/ • HootSuite blog, http://blog.hootsuite.com/social-media-storytelling-3/ • Winning the Sorytelling War by Jonah Sachs http://www.youtube.com/
watch?feature=player_embedded&v=xvaPF_y-fiU • Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a
Good Story, http://socialmediatoday.com/bryan-kramer/1570971/summer-and-social-media-why-you-need-campfire-fishing-pole-and-good-story
• Altimeter Group, Social Business Survey, http://www.altimetergroup.com/research/reports/evolution-social-business
• Empowered, Groundswell’s blog, http://forrester.typepad.com/groundswell/
• 3 Reasons Why Social Media Policy Is More Important Than Strategy, http://marketingland.com/3-reasons-why-social-media-policy-is-more-important-than-strategy-43873
Resources
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