AN INTRODUCTIONBY

“We don’t have a choice on

whether we do social media,

the question is how well we do

it”ERIK

QUALMAN AUTHOR,

“SOCIALNOMICS”

SOCIAL MEDIA – DO IT RIGHT!

SOCIAL MEDIA STRATEGY BEGINS WITH:

Why do we need to do this?

What is our objective?

What is the purpose of our presence?

MONITOR TRENDS!When planning strategy it is important to look at the trends and see where the people you are trying to reach fall within them.

• 52% of Americans over 12 have a profile on one or more social networks.

• 51% of Americans over 12 are on Facebook.

• 46 million Americans over 12 check their social media sites and services several times a day.

• One in four social network users follow brands, products or services on social networks.

• Among those who follow a brand, product or company on social networks, 80% use Facebook to do so.

from The Social Habit | The Edison Research/Arbitron Internet and Multimedia Study 2011www.edisonresearch.com/social_media_research.php

SOME SOCIAL MEDIA METRICS

• Of users of social networking sites, 56% are female.

• Users of social networking sites have more friends and more close friends.

• The average adult on Facebook has 229 “friends.”

• Facebook users are 3 times more likely to feel that “most people can be trusted.”

• They trust friends and peer recommendations more than advertising.

MORE SOCIAL MEDIA METRICS

Social Networking Sites and Our Lives| A Project of the Pew Research Centerhttp://pewinternet.org/reports/2011/technology-and-social-networks.aspx

Think about the person you are trying to reach and where they spend their time online.

For example:

• 40% of US women read blogs

• Moms with “smart” phones spend 6 hours a day using mobile apps

• 8% of the US population is on Twitter

PLANNING A SOCIAL MEDIA STRATEGY

CURRENT TRENDS

Constant evolution of Facebook

Coupons are king – social discounts (Living Social, Groupon) as well as coupon promotions

Picture sharing – Picplz, Instagram, Color

Geo-location – FourSquare, Gowalla, Facebook places

SOCIAL MEDIA IS A MARATHON

“Social media is a marathon, not a sprint. Measure everything, See what works. See

what doesn’t. Tweak and

optimize the plan as you go.”

CLAY HEBERT

FOUNDER & CHIEF ENGAGEMENT

OFFICER, TRIBES WIN

SOCIAL MEDIA IS A CONVERSATION

“Your engagement

has to be heartfelt or

it won’t work.”

GARY VAYNERCHU

KAUTHOR,

“THE THANK YOU ECONOMY”

• 90% of consumers trust recommendations from their peers.

• 14% of consumers trust advertising.

• 70% of consumers trust a stranger’s online opinion.

SOCIAL MEDIA’S INHERENT VALUE = TRUST

A SOCIAL MEDIA CAMPAIGN IS AN OPPORTUNITY TO SHARE, LISTEN AND SPEAK DIRECTLY WITH YOUR

AUDIENCE.

Even if your end strategy is to promote yourself (and of course it is), social media is about building community and gaining your customer’s trust.

SOCIAL MEDIA IS ABOUT GAINING TRUST

Do not use it as a bully pulpit with the sole purpose of pitching yourself.

It’s important to understand that it takes an investment of time, but in the end the ROI of customer loyalty and the relationships built will be worth far more than any amount of money spent on a 60 second TV commercial.

RETURN ON INVESTMENT

“The ROI of social media

for your business will still exist in five years.” ERIK

QUALMAN AUTHOR,

“SOCIALNOMICS”

RETURN ON INVESTMENT

KEY TAKEAWAYS

Conversation is key

The most important thing is to form relationships and share content.

Structure online voice so it is consistent across platforms

And jump into conversations!

Move beyond basic level interactions

Fan insight, beyond the “like” button, adds value to meet needs of and provide service to the network. And keeps people talking.

Entire contents ™ and © 2011

BY