SOCIAL MEDIA WORKSHOP

Welcome!

PUTTING WHY BEFORE HOW:

FOCUSING YOUR SOCIAL MEDIA STRATEGY

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THE OLD WAY: USE TARGETING AND INTERRUPTION TO CONVINCE

THE NEW WAY:USE HUMAN ENGAGEMENT ANDDIALOG TO DRIVE BRAND PREFERENCE AND LOYALTY

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A SUCCESSFUL SOCIAL MEDIA PROGRAM:

USES HUMANIZATION AND APPROACHABILITY TO INFLUENCE HOW THE COMPANY IS PERCEIVED BY CUSTOMERS AND PROSPECTS

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SOCIAL MEDIA ISN’T A CONVERSATION.

IT’S WHERE THECONVERSATION TAKES PLACE.

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WORRY ABOUT THE TOOLS LAST,NOT FIRST

TOOLS CHANGE. ALWAYS..

YAHOO…NETSCAPE…MYSPACE…

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STEP 1: WHAT’S YOUR PITCH?

WHAT DOES YOUR COMPANY DO…

IN 120 CHARACTERS OR LESS!

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STEP 2: WHAT’S THE POINT?

WHAT TYPE OF PROGRAM ISTHIS? - AWARENESS?- SALES? - LOYALTY?

PICK ONE!

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STEP 3: CURRENT RELATIONSHIP

WHAT DOES THE AUDIENCEKNOW ABOUT YOU?

- NOTHING - AWARE, NO ACTION - SINGLE ACTION - REPEAT/ENTHUSIASTS - ADVOCATES

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PICK UP TO TWO

ADJACENT

CONCENTRATE ON ONE SET OF AUDIENCE AT A TIME

DON’T TRY TO BE EVERYTHING TO EVERYONE AT THE SAME TIME

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STEP 4: HOW DOES THE AUDIENCE USE SOCIAL MEDIA?

THE WORLD ACCORDING TO SOCIAL MEDIA…

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THE LARGEST COUNTIES IN THE WORLD…

1. CHINA2. INDIA3. UNITED STATES4. INDONESIA5. FACEBOOK - OVER 300 MILLION GLOBAL MEMBERS

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NO SUCH THING AS A “SOCIAL MEDIA TYPE”

SOCIAL MEDIA IS INCREASING TO BE THE “WORLD”

WE’RE NOT ALL SPIELBERG

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VIDEOS CREATED TO SPREAD THE WORD ABOUT YOUR BRAND

YOUR FANS MAY NOT BE ABLE

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MAP DEMOGRAPHICS TO SOCIAL MEDIA USAGE:

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http://www.forrester.com/Groundswell/profile_tool.html

DETERMINE WHO YOU’RE GOING TOREACH. SELECT 1 TO 3.

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http://www.forrester.com/Groundswell/profile_tool.html

STEP 5: WHAT’S YOUR ONE THING?•YOUR CAREFULLY CRAFTED• BROCHURE COPY• FILLED WITH• BULLET POINTS• ABOUT• PRODUCT• FEATURES AND• BENEFITS

• DOES NOT MAKE THIS HAPPEN…

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SOCIAL MEDIA HINGES ON PASSION.

FIND YOUR ONE THING AND BUILD AROUND IT.

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Finding the One Thing Isn’t Easy

BRAND ANTHROPOLOGY

• ASK YOUR AGENCY

• ASK YOUR CUSTOMERS

• DON’T THINK – LISTEN AND OBSERVE

WHAT YOUR CUSTOMERS IS THINKIS MORE IMPORTANT THAN WHAT YOU THINK.

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STEP 6: HOW WILL YOU BEHUMAN?

IT’S ABOUT PEOPLE…

NOT LOGOS

CAN YOU MAKE YOUR PEOPLE THE STAR OF THE SHOW?

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FIND THE PEOPLE WITHIN YOUR COMPANY THAT HAVE PASSION THAT CAN REPRESENT YOUR BRAND.

DON’T JUDGE BY “RANK”.

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STEP 7: IDENTIFY SUCCESS

KNOW WHAT SUCCESS LOOKS LIKE BEFORE YOU START

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IF POINT = AWARENESS MEASURES YOU COULD USE…

- WEB TRAFFIC- WEB TRAFFIC REFERRALS- SEARCH VOLUME TRENDS- FOLLOWERS, FANS, FRIENDS- SOCIAL MENTIONS- SHARE OF VOICE

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IF POINT = SALES

MEASURES YOU COULD USE…

- WEB TRAFFIC- TIME SPENT ON SITE- REPEAT VISITS- CONTENT ACCEPTANCE RATE- FOLLOWERS, FANS, FRIENDS- SOCIAL MENTIONS- SHARE OF VOICE- SOCIAL CONNECTIVITY WITHIN - SALES FUNNEL

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IF POINT = LOYALTY

MEASURES YOU COULD USE…

- TIME SPENT ON SITE- REPEAT VISITS- FOLLOWERS, FANS, FRIENDS- REPEAT SOCIAL MENTIONS- SHARE OF VOICE- RECOMMENDATIONS AND REVIEWS- SOCIAL CONNECTIVITY AMONG PURCHASERS- CUSTOMER SERVICE METRICS

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ULTIMATELY, ARE YOU MAKING OR SAVING MORE MONEY THAN YOU DID BEFORE YOU GOT INVOLVED?

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NOW YOU CAN FOCUS ON THETOOLS.

GO AHEAD, IT’S OKAY.

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CREATE SOCIAL MEDIA OUTPOSTS TO INTERACT WITHCUSTOMERS, PROSPECTS, &PROSPECTIVE EMPLOYEES

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CREATE SOCIAL MEDIA OUTPOSTS TO INTERACT WITHCUSTOMERS, PROSPECTS, &PROSPECTIVE EMPLOYEES.

SOCIAL MEDIA RECRUITING

PLACES WHERE YOUR CUSTOMERS ARE… FACEBOOK, TWITTER, MYSPACE

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Sweet Leaf TeaObjective: Loyalty

Audience: Single Action andRepeat/Loyalists

Social Media Usage: Creators,Joiners, Spectators

One Thing: MusicHumanization: Employee Focus

www.sweetleaftea.com

A Good Example…

ARE YOU READY TO TURN THE SOCIAL MEDIA STRATEGY KEY?

LET’S GET STARTED!

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ARE YOU READY TO TURN THE SOCIAL MEDIA STRATEGY KEY?

LET’S GET STARTED!

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