Why Before How:Creating Social Media Strategic Plans in 8 Steps

@jaybaer

@jaybaer

the tools always change

0

15

30

45

60

share of search

1999

@jaybaerbaerb@jayb

STOP FOCUSING ON TOOLS!

worry less about how to do

SOCIAL MEDIA.

focus on how to be SOCIAL

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8 step process

Social Media Strategy

1build an ark

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DO NOT DOSOCIAL

AT BAYONET POINT

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Customer Characteristics

Current Social Metrics Social M(if any)

Web Metrics

Business Metrics

gather data

#esto12

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2 listen

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Listening Queries

What’s Being Said About Us?

What’s Being Said About Topics of Interest?

What’s Our Sentiment?

Who’s Saying It?

Where Are They Saying It?

3 what’s the point?

awareness?sales?

loyalty?

3 what’s the point?

awareness?sales?

loyalty?

pick one.

@jaybaer@jaybaer

If You Try to Accomplish Everything in Social Media, You’ll Accomplish Nothing.

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Unaware Aware Trial Repeat/Enthusiast Advocate

4 successmetrics

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The goal isn't to be good at social media, the goal is to be good at business because of

social media.

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Whatever you're trying to accomplish dictates how and what you measure.

Awareness Sales Advocacy

Measure Behaviornot just Data

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Weak Metric:Number of

Facebook fans

Stronger Metric: Facebook Engagement Rate

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Weak Metric:Number of

Facebook fans

Stronger Metric: Facebook Engagement Rate

Affinity + Weight + Recency =

Facebook Visibility

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Weak Metric:Number of Clicks

Stronger Metric:Offers Redeemed

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bit.ly/UsIoIS+

JUST BECAUSE EVERYTHING IS

MEASURABLEDOESN’T MEAN YOUSHOULD MEASURE

EVERYTHING

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5 analyze audience

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Use Research & Personas to Model

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Name:John Doe

Gender:Male

Age:24

Hometown:NYC

Name:Jane Doe

Gender:Female

Age:23

Hometown:NYC

#esto12

Who Are They?How Do They Use

Social Media?

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Age / Gender / Geography

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3 Levels of Social

Participation

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APPLAUD3 Levels of

Social Participation

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APPLAUD

CRITIQUE

3 Levels of Social

Participation

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APPLAUD

CRITIQUE

CREATE

3 Levels of Social

Participation

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THE YOUNGER THE AUDIENCE, THE MORE THEY’LL BE WILLING

TO CREATE

j

Give Your Audience Appropriate Social Media Assignments

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1,961

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1,961 300

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6 what’s your one thing?

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Passion, Not Features

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Passion, Not Features

innovation

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Passion, Not Features

innovation magic

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Passion, Not Features

innovation magic safety

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Passion, Not Features

innovation magic safety service

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Passion, Not Features

innovation magic safety service

You ?????

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If everyone has a

SPECIAL OFFERyours isn’t that special

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7humanization

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social media

IS ABOUT PEOPLE

not logos.

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8 channelplan

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Social Media Home Base & Outposts

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first, win the war of information

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first, win the war of information

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8

15

2010 2011

10.4

5.3

Customers view 30 pages on average

Customers view 30 pages on average75% of sales are virtual

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Create a VISUAL Communication Plan

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use social to promote content first,

company second

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content is fire.social media is gasoline.

EVERY CHANNEL YOU ADD IS ACOST FIRST,AND THEN MAYBE

A BENEFIT

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8 Steps: Refresher Course

@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae

8 Steps: Refresher Course

build an ark 1

@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae

8 Steps: Refresher Course

build an ark 1listen & compare 2

@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae

8 Steps: Refresher Course

build an ark 1listen & compare 2

what’s the point? 3

@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae

8 Steps: Refresher Course

build an ark 1listen & compare 2

what’s the point? 3success metrics 4

@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae

8 Steps: Refresher Course

build an ark 1listen & compare 2

what’s the point? 3success metrics 4

analyze audience 5

@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae

8 Steps: Refresher Course

build an ark 1listen & compare 2

what’s the point? 3success metrics 4

analyze audience 5what’s your one thing? 6

@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae

8 Steps: Refresher Course

build an ark 1listen & compare 2

what’s the point? 3success metrics 4

analyze audience 5what’s your one thing? 6

humanization 7

@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae

8 Steps: Refresher Course

build an ark 1listen & compare 2

what’s the point? 3success metrics 4

analyze audience 5what’s your one thing? 6

humanization 7channel plan 8

worry less about how to do

SOCIAL MEDIA.

focus on how to be SOCIAL

@jaybaer

Jay BaerConvince & Convert

Jay BaerConvince & Convert

ConvinceAndConvert.com