Creating Winning Social Media Strategies in 8 Steps
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Why Before How: Creating Social Media Strategic Plans in 8 Steps @jaybaer #esto12
Transcript of Creating Winning Social Media Strategies in 8 Steps
Why Before How: Creating Social Media Strategic Plans in 8 Steps
@jaybaer #esto12
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the tools always change
0
15
30
45
60
share of search
1999
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STOP FOCUSING ON TOOLS!
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worry less about how to do SOCIAL MEDIA.
focus on how to be SOCIAL
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SOCIAL MEDIAis now the most
popular online activity
WHY?
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Control Over Personal Relationships
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Control Over Business Relationships
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TECHNOLOGY FORCES
ADAPTATION
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telephone
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fax
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web
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We’ve changed our business to respond to each of these shifts, but not to social media.
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8 step process
Social Media Strategy
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1build an ark
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DO NOT CREATECOMMITTEESAT BAYONET POINT
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Customer CharacteristicsCurrent Social Metrics
(if any)Web Metrics
Business Metrics
gather data
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2 listen &compare
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easier with software
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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?
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Competitor Analysis
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3 what’s the point?
awareness?sales?
loyalty?
pick one.
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Unaware Aware Trial Repeat/Enthusiast Advocate
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ADVOCACY
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AWARENESS
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If You Try to Accomplish Everything in Social Media, You’ll Accomplish Nothing.
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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
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Measure Behavior not just Data
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Weak Metric: Number of
Facebook fans
Stronger Metric: Facebook Engagement Rate
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Affinity + Weight + Recency =
Facebook Visibility
Weak Metric: Social Mentions
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Stronger Metric: Desired Web Behaviors
Among Visitors From Social
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Weak Metric: Number of Clicks
Stronger Metric: Offers Redeemed
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JUST BECAUSE EVERYTHING IS
MEASURABLEDOESN’T MEAN YOUSHOULD MEASUREEVERYTHING
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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
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Customer Sleuthing
Who Are They?How Do They Use
Social Media?
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Age / Gender / Geography
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24%
creators
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conversationalists
33%
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37%
critics
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20%
collectors
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59%
joiners
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70%
spectators
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17%
inactives
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1,961 300
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18-24 45-54
41% 14%
CREATORS
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Give Your Audience Appropriate Social Media Assignments
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6 what’s your one thing?
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Passion, Not Features
innovation magic safety service
You ?????
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If everyone has aSPECIAL OFFER
yours isn’t that special
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7engagement & humanization
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social mediaIS ABOUT PEOPLE
not logos.
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be a person
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Harvest stories about your
destination & visitors
Social Media Success Process
Storytelling humanizes destination
Humanization creates kinship
Kinship drives visits from new & previous travelers
These visitors create more stories
for harvesting
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8 channelplan
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Social Media Home Base & Outposts
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Social Media Detective
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Johnny Don’t Read
what is your VISUAL EXECUTION PLAN?
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digital DANDELION
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EVERY CHANNEL YOU ADD IS ACOST FIRST,AND THEN MAYBEA BENEFIT
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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
engagement & humanization 7channel plan 8
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worry less about how to do SOCIAL MEDIA.
focus on how to be SOCIAL
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Jay BaerConvince & Convert
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