Why do you need a Social Media

Strategy?

Brent Robinson@BigBrainBrent

Brent@SpringlineGroup.com479 790-0526

What is Social Media?

http://thebloggess.com/

Social Strategy May Also Include…

Social Media ≠ Traditional Media

Social Media ≠ Traditional Media

www.Archive.org/Wayback

The Facebook Front Porch

Caring and Authenticity

“At its core, social media requires that business leaders start thinking like small-town shop owners. They’re going to have to take the long view and stop using short-term benchmarks to gauge their progress.In short, business leaders are going to have to relearn the ethics and skills our great grandparents’ generation used in building their own businesses and communities. Only those that can figure out how to mind their manners in a very old fashioned way and do it with authenticity are going to have a prayer of competing.”

From The Thank You Economy, March 2011

• It is NOT Traditional Media• Two Way CONVERSATION• Open/Transparent/

AUTHENTIC• Collective voice is POWERFUL

Social Too

• Content is Evergreen & Recyclable• Message is Highly Targeted• Creativity is Crowd Sourced

Relatively Inexpensive

How do I use SM for ___________?

• Be a Subject Matter Expert (SME)• Create and/or Share Content• Do NOT Sell Stuff – Tell Stories!

• Syndicate through your Social Media Channels to your Influencers

“Maybe stories are just data with a soul.” ~Brené Brown: The power of vulnerability

http://www.TED.com/speakers/Brene_Brown.html

Climate Weirding

What/Who are Influencers?

• Brand/Topic/Cause Advocates• Recognized Industry Professionals• Writers, Authors, Journalists, Bloggers• Other SME’s

• Those Noisy People on Facebook (or LinkedIn or Twitter or Pinterest or…) that you cannot help Reading their next status update!

What are Social Media Channels?

What is Syndication?

• BufferApp.com, HootSuite.com, Seesmic.com

• ShareThis.com, AddThis.com, StumbleUpon.com

• Feedburner, NetworkedBlogs, (WhatIsRSS.com)

• Affiliate Programs

Integrated into the Overall Plan?

• Paid: Ads, Endorsements, Paid Posts, Affiliate Networks• Owned: Central Digital Hub w/ Social Imbedded• Earned: Events, Blog Posts, Public Relations, Articles, Word of Mouth

• Shared: Syndication, Community• Searched: SEO, Keyword Targeting

How Do I Stop Negative Posts?

• DON’T – It’s an Opportunity!!!

• Respond Timely & Genuinely

• Remove the Emotion

• Couple the Problem with a Solution

• Set the Ground Rules• Let Your Advocates Defend You

Where do I find the time?• Build it into your Routine• Make it a Team Effort • Mobile Makes It Easy

http://www.business2community.com/social-media/8-step-social-media-blueprint-0138194

Is That A Super Computer In Your Pocket?

http://www.bgr.com/2012/03/08/comscore-more-than-100-million-smartphone-users-now-in-u-s/

The number of U.S. smartphone subscribers surpassed the 100-million mark in January, up 13 percent since October to 101.3 million subscribers.

What Is Social’s ROI?• Measuring Social

– Impressions– Followers, Likes– Engagement– Sentiment– Search Engine Optimization– Click-Thru’s– Conversion/ The Call to

Action (i.e. Sales, Signups, Votes, Volunteers)

• Free: Google Analytics, Klout, Facebook• Freemium: TwentyFeet, Booshka, HootSuite, Compete, Alexa• Premium: Radian6, ScoutLabs, TweetReach, Neilson NetRatings,

BuzzLogic, Sysomos

Think Big, Start A Movement

• Have Patience, Commitment and a Long Term View

• Build Social Into Your Culture• Try New Things: Fail Fast = Innovate Faster

• Start Small, Take Action, Create Momentum

“The first follower is actually an underestimated form of leadership in itself. … The first follower is what transforms a lone nut into a leader.”

http://www.ted.com/talks/lang/en/derek_sivers_how_to_start_a_movement.html

• Setup Your Front Porch• Create your Content Creation/Sharing Plan• Syndicate Consistently, Honestly and

Transparently

http://about.zappos.com/tribal

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With 21st Century Examples

Social Media Strategies

• Tawlk Amongst Ya’selves