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This webinar will be available afterwards at marketing.wtwhmedia.com & email

Q&A at the end of the presentation

Hashtag for this webinar: #SMWebinar

Before We Start

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Lance Brown@WTWH_SocialGuru

Heather Centorbi@WTWH_SocialXprt

Presenters

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Poll: How Would You Rate Your Social Media Knowledge?

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Business is Going Back to the Butcher

IntimateSocial-BasedMarketplace• Relationships• Word-of-Mouth• Proximity

DistantEarly Mass Marketing• Printing Press• Mail• Newspapers

More DistantThe Digital Divide• Radio• Television• Internet

IntimateSocial-Based Marketplace• Facebook• LinkedIn• Twitter• Yelp• Google+• Relationships• Word-of-

Mouth

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External Challenges We don’t own the platforms Landscape is constantly

changing Can’t long-term strategize How we use social media is

evolving◦ We’ve been doing “social media”

for a long time (video, blogs, forums)

Internal Challenges Executives demanding you

show ROI Legal departments think

it’s a nightmare Don’t have the

budget/time/resources Erroneous stigmas

Why Does Social Media Have A Negative Perception?

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EVERYONE!!!

Marketing (Generally leads)

PR – Outbound communication

Customer Support – “Social care”

HR – Recruiting

Sales – Lead targeting

VPs – Company transparency & culture

Creative – Images / Video

IT – Site integration

Who’s Responsible for Social Media?

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Identify

PlanExecute

Where Do I Start? Identify

1. Objectives2. Audience3. Content

Plan4. Establish Goals5. Delegate Responsibility6. Organize Efforts

Execute7. Promote Your Presence8. Measure & Analyze Results9. Use Metrics to Adjust Your Plan

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Poll: Do You Have A Current Social Media Strategy?

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Steps: 1-3

Identify

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Decrease Expenses Social recruiting Customer support Marketing

Increase Sales Customer retention Brand awareness (TOMA) Generate leads Site traffic Brand Value Reputation Management

Step 1: Identify Your Objective

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Who are you trying to reach? Consider the following:

◦ Demographics◦ Likes/Dislikes ◦ How do they use social media?◦ What relationship do they

want with you? ◦ What content are they searching

for online?

Step 2: Identify Your Audience

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What do you have to offer that adds value?

Put yourself in the customer’s shoes ◦ Why would I want to follow you?◦ People don’t like pushy sales people

Step 3:Identify Your Content

Share content that makes one’s life or job better, easier, or more cost effective

o Whitepaperso Blog postso Tutorials/How-to’s

o Videoso Infographicso Calculators

o Webinarso Case studieso E-books

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Webinars ◦ GoToWebinar◦ ON24 ◦ Webex

Infographics◦ infogr.am

Step 3: Identify Your Content – Content Creation Tools

Podcasts◦ podbean.com◦ blubrry.com◦ freepbx.org

Visual podcasts◦ Skype Call

Recorder◦ YouTube◦ Google Hangouts

Marcus Sheridan: The Sales Lion

“How to write 100 Blog posts in under 5 hours”

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Steps: 4-6

Plan

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Step 4:Establish Your GoalsQuantitative Downloads Site Traffic New Emails Resumes Gathered Response Time Leads Other

Example:"Ford's social strategy is to increase the

amount of test drives because they know that X percent of test drives turn into

sales"

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Who’s going to do the work?◦ Dedicated Role◦ Shared Role◦ Intern◦ Outsource

Step 5:Delegate Responsibility

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Create a Content Calendar

Plan: Type of content Time to post Platforms to post

Step 6: Organize Your Efforts

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Steps: 7-9

Execute

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Website Content

(Whitepapers, PR, etc.)

Print ads Social Ads Vehicles

EventBanners

Online ads E-Blasts Email Signatures Business cards

Step 7:Promote Your Presence

Free social media icons: http://social-icons.com/50-free-social-media-icons-mixed-designs

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Step 8:Measure & Analyze Your Results

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◦ Time on video◦ Response time◦ Resumes

gathered

◦ Ad CTR◦ New Emails◦ Shares

It’s all about reaching YOUR goals and objectives

What else can you measure?

Step 8:Measure & Analyze Your Results

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Step 9:Use Metrics To Adjust Your Plan

Positive ROI Negative ROI Invest more in social media

resources Broaden social media strategy

scope

Are your activities aligned with your social strategy?

Has your social strategy been implemented properly?

Are you investing in too many resources?

Were your assumptions in your social strategy correct?

Did your content resonate with your audience?

Continuously identify new objectives and content

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“What’s the ROI of putting your pants on every day? It’s hard to measure, but there’s negative consequences for not doing it.”

What’s the ROI of Social Media?

Scott Monty, Global Digital Multimedia Communications, Ford

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How Do I Create A Sound Social Media Strategy?

Identify

PlanExecute

Identify 1. Objectives2. Audience3. Content

Plan4. Establish Goals5. Delegate Responsibility6. Organize Efforts

Execute7. Promote Your Presence8. Measure & Analyze Results9. Use Metrics to Adjust Your Plan

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Questions?

WTWH MediaHeather Centorbihcentorbi@wtwhmedia.com Phone: 440.234.4531 ext. 115Twitter: @WTWH_SocialXprt

WTWH MediaLance Brownlbrown@wtwhmedia.com Phone: 440.234.4531 ext. 108Twitter: @WTWH_SocialGuru

WTWH Media Marketing Bloghttp://marketing.wtwhmedia.com

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This webinar will be available at marketing.wtwhmedia.com & email

Tweet with hashtag #SMWebinar

Join us for future webinars on various social media topics

Learn more about WTWH Media’s social media services:email socialmedia@wtwhmedia.com

Thank You

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