Social Media Intervention:

Your 4 Step Guide to Creating an Effective

Social Media Strategy For Your Organization

Adina Zaiontz, Yahoo! Canada

Today we’ll cover

Get Social Media Literate

Monitor & Measure &

Marking

Create & Communicate

Engage & Empower

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3

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4 STEPS IN YOUR SOCIAL MEDIA STRATEGY

1 GET SOCIAL MEDIA

LITERATE

SOCIAL MEDIA STRATEGY

SOCIAL MEDIA LANDSCAPE

1 GET LITERATE

GOOD SOCIAL MEDIA STRATEGY?

SOCIAL MEDIA LANDSCAPE

Your company

website

or blog

S/M information

“kiosks”

articles

videos

research

1 GET LITERATE

SOCIAL MEDIA LANDSCAPE

Your company

website

or blog

S/M information

“kiosks”

Article links

Fan site

RSS

or twitter feed

Forum

discussions

1 GET LITERATE

MAKE YOUR SITE “BOOKMARKABLE”

A lot of the

conversation

happens here

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“STARTERS KIT” TO INCREASE YOUR SOCIAL MEDIA LITERACY

• Open a facebook profile for your business

• Start a Twitter account

• …And a Flickr account

• Join LinkedIn

• Participate in Blogs, Yahoo! Answers, Yahoo! Groups

• Start a Wordpress blog

• Y! Video and/or Youtube content

• Find online communities for employees to join and prepare

a report with their suggestions.

• Make your content “bookmarkable” and “diggable”

1 GET LITERATE

SILENCE - THE BIGGEST SIGN OF SOCIAL MEDIA ILLITERACY

1 GET LITERATE

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11

spammy

WHAT ILLITERACY LOOKS LIKE…

1 GET LITERATE

2 MONITOR & MEASURE

SOCIAL MEDIA STRATEGY

EVERYBODY’S TALKIN’ BOUT ME..CAN’T HEAR A WORD THEYRE SAYIN’….

• Search for your brand on twitter (search.twitter.com),

facebook, Yahoo!, Google search engines, Digg and

Del.icio.us

• backtype – blog comment tracker

• BoardTracker and BoardReader: tracks message

boards and forums which mention your brand

• Facebook Lexicon – tells you how often a keyword

is mentioned on FB. (www.facebook.com/lexicon) • SocialMention – socialmention.com – VERY

POWERFUL tells you who’s blogging you, strength &

sentiment re: your brand

2 MONITOR & MEASURE

WHO’S TALKING BOUT YOU?

2 MONITOR & MEASURE

WHO’S TALKING BOUT YOU?

1 GET LITERATE

Source: comScore Media Metrix, March 2009

70 M UV US

16 B Minutes

34 B PV

First super-big “social

network”

Big for music and

bands

67 M UV US

10M Canadians

11 B Minutes

20 B PV

Fastest-growing

major site

83 M UV

12 B Minutes

13 B PV

Social DNA (embeds,

friends, comments)

The New TV?

Search engine?

Hosting site?

146 M UV US

16M Canadian

42 B Minutes

43 B PV

Entire Yahoo! Network

has more minutes and

unduplicated UV than

all of these social

networks combined

8.1 M UV

0.10 B Minutes

0.22 B PV

More than an online

rolodex?

18M members

3M Canadians

9.3 M UV

0.14 B Minutes

0.22 B PV

The next Google?

Facebook? Pet Rock?

DEFINE YOUR DEMOGRAPHIC & THEIR S/M OF CHOICE

2 MONITOR & MEASURE

Blogs

3 CREATE & COMMUNICATE

SOCIAL MEDIA STRATEGY

TWITTER MARKETING EXAMPLE –DELL – OVER 1.2M FOLLOWERS

FACEBOOK MARKETING EXAMPLE – ALEXANDER KEITH’S – OVER

50,000 FANS

4 ENGAGE & EMPOWER

SOCIAL MEDIA STRATEGY

YAHOO! GROUPS – SPECIAL K

MAKE YOUR SITE “BOOKMARKABLE” & S/M STICKY

Today we’ll cover

Get Social Media Literate

Monitor & Measure

Create & Communicate

Engage & Empower

2

3

4

1

4 STEPS IN YOUR SOCIAL MEDIA STRATEGY

QUESTIONS?

Adina Zaiontz

Twitter:@marketing_mama

Email: adina@yahoo-inc.com