Post on 10-May-2015
description
SOCIAL MEDIA STRATEGY
Listen | Learn | Launch
Inner Circle
Communities
What is Social Media Anyway?
From Wikipedia, the free encyclopedia: At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
What is Social Media Anyway?
Web 1.0 Web 2.0
What is Social Media Anyway?
Web 2.0Web 1.0 - What Can Happen
What is Social Media Anyway?
Web 2.0Web 1.0
What is Social Media Anyway?
Web 2.0Web 1.0 - What Can Happen
1) Social Ecosystem Map Where are
your customers
gathering to have
conversations?
1. LISTEN
1. Listen
2. LEARN
2. Learn: What do your customers need?
What customer types exist? What are they looking for? Where do they go? How do they like to interact? How much time do they have? How willing are they to share openly? Do they want exposure? Do they want to shape the industry or influence
the next generation?
Your Social Media Launch Plan1. Business Goals2. Customer Needs3. Engagement Plan4. Success Metrics
Business Goal
Boil it down to one sentence that gets to the core
Increase Brand Awareness , Personalize Your Brand Collaborate with Customers , Gain Insight , Co-create
Products Decrease Cost of Customer Service Optimize Site, Better Search Results, More Traffic Establish Yourself as a Thought Leader, Educate
Customers Increase Sales
Customer Needs
What customer types exist? What are they looking for? Where do they go? How do they like to interact? How much time do they have? How willing are they to share openly? Do they want exposure? Do they want to shape the industry or influence
the next generation?
Engagement Plan
What will you publish? Where will you publish? How often will you publish?
Balance (content, events, 1:1, outreach)
Integrate with traditional channels
Success Metrics
# fans, # followers, # friends
# of comments # of participants on thread # posts # of embeds # back links # page loads # downloads
Response time Issues resolved Depth of thread Traffic increase to site Diggs Stumbles Subscriptions
Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative.
Your Social Media Launch Plan1. Business Goals2. Customer Needs3. Engagement Plan4. Success Metrics
Takeaways
Listen first Be respectful, human, considerate and
passionate What is in it for your customer? If nothing,
don’t bother. Community before commerce It is a cocktail party not a lecture Tolerate criticism Encourage personalities People congregate around relevance and
value
Do you feel socially fatigued?Bring it back to the basicsListen | Learn | Launch
1. LISTEN
2. LEARN
Lauren DeLongwww.InnerCircleCommunities.com
Private | Trusted | Relevant207.752.7298
ldelong@InnerCircleCommunities.com
Inner Circle
Communities