Creating a Reaction:Elements of an Effective Social Media

Strategy

What is “Social Media?”

Wikipedia: web-based and mobile technologies used to

turn communication into interactive dialogue between

organizations, communities, and individuals.

Webster: forms of electronic communication (as Web

sites for social networking and microblogging) through

which users create online communities to share

information, ideas, personal messages, and other

content (as videos)

The World’s Water Cooler

Successful social media practice is about

more than simply sharing information, photos,

status updates and news.

It’s about joining a conversation.

But how…

Social media is much like a

chemical experiment.

“Social media can help

my/my client’s business.”

The Hypothesis

Purpose

Continuity

AccountabilityAuthenticity

Amplification

STRATEGY

The Formula

definedobjectives

Strategic

• Market Research

• Raise Awareness

• Sales Amplification

• Customer Service

• Feedback Integration

Chronological

• Due Dates

• Frequency

• Scheduling

Measurable

• Impressions

• Fans/followers

• Sales

• Web traffic

• Awareness

The Elements

The Elements

optimal tools

Paid:•Ads

Earned:• Publicity

• Word of mouth

• Third party shares

Owned:•Website

• Social Networking

•Newsletters

•Video/Photo sharing

integrated messaging

The Elements

brand voice

Persona

Tone

Purpose

Language

Not…

The Elements

content calendar

The Elements

a crisis plan

The Elements

Prepare• Create a council

• Compose general responses

• Establish guidelines

Listen• Consistently

• Even on weekends

Respond• Follow the root of the

crisis

• Respond directly

• Make a public formal statement

• Avoid avoiding

• Be accountable

leveraged assets

The Elements

true connections

Remember the Rule of 33

• 33% Promotional

• 33% Educational

• 33% Conversational

The Elements

Branding gives us an image

Advertising gives us an

identity

PR gives us credibility

(McDonalds CRO Jeff Stratton)

Social media gives us a

connection

contests, ads and apps – oh my!

The Elements

The Elements

content, content, content.

77% of social

consumers say they

interact with brands

primarily through reading

tweets, pins, posts and

updates

17% say they interact

with brands by sharing

experiences and news with

their friends about the

brand

93% say they will share

or retweet “interesting

content”

• Monitored

• Measured against goals

• Modified

Must be…

The Reaction

Listen

Define Goals

PlanEngage

Measure

• Define success at the onset

• Listen & Leverage

• Assess the pros and cons of potential tools

• Remain consistent: with messaging and

execution

• Keep it real

• Content is king

• Analyze, report, adjust - often

Key Takeaways

Visit the Lab, anytime.

• 535 Smithfield Street, 2nd Floor

• Facebook.com/chemistryagency

• @VisitTheLab

• Pinterest.com/visitthelab

• LinkedIn/Company/Chemistry_2

Thank you for joining me

and…