The business of social media

RealTimeMarketer.com

Creating aSuccessful Social Media

StrategyScott BishopCrave Engine

@thescottbishopBlog: http://RealTimeMarketer.com


My Social Media Mantra…

The WHY must always proceed the HOW.The HOW will always evolve


My Mission…

Social Media Needs To Evolve

Beyond Engagement


Why Are We Here?

Because This Social MediaThing Works


How Do Businesses Succeed

They Can Answer These questions

1. Why Are We Using Social Tools?2. What Are We Trying To Achieve?3. What content are we producing4. What value are we creating?5. Who are we engaging with?6. Is it working?


Develop a Social Media Strategy?

• So you know what you’re doing• So you know why you’re doing it• So you know what results you’re getting


What Makes a Good Strategy

• Tied to business goals• There’s a commitment to it• A time aspect• The execution is flexible• Includes monitoring• Management support / buy in• Social policies are in place• It’s congruent with offline branding


What’s The Secret to Success?

Treat Social Media Like Any Other Piece of Your Business

1. Determine Objectives2. Analyze2. Create Content & Execute Strategy 3. Evaluation

*it’s not about follower / fan count


1. Determine Objectives

• Are we driving sales• Are we increasing customer awareness• Are we enhancing customer service /

experience


What Makes For a Good Objective

• Tied to business goals• Specific, no fluff• Drill down to what truly affects your goals• time specific• It’s measurable


Traditional Social Media Goals…

• Increase customer base• Generate leads• Drive sales• Build awareness• Educate customers• Reach new channels of customers• Improve internal communication


KILL ALL FLUFF


Dig Deep To Specifics

• Define your goals in specific terms• What exactly does “creating awareness” mean• Give exact amounts• If you don’t have specifics you’ll never know if

you’re winning


Step 2: Social Analysis& Content Strategy

What Do Your Customers Want?

• Identify where your fish are• Identify what content your customers value• Identify content distribution• Identify your businesses / industry influencers?• What are your industry trends?• What does a win look like?• What are our leading indicators for success?


Where Are Your Fish?


What Content Do They Want

You Don’t Have To Guess• What information are they consuming?• What do customers find valuable?• What’s their preferred method of content

consumption?


What Are The Trends

• What are your competitors doing?• What is going on in your industry?• What works that you can prototype?


Create A List Leading Indicators

• What tasks / actions lead to your goal?• Work backwards…start with the goal– What specific actions lead to a “win”– How many– How can we drive those actions


3. Create Content & Execute Strategy

Connect the dots…


You’ve decided your engagement…get to work

• Break down executions as specific as each individual action

• Have a written checklist• Create value• The push you are offering is what your

audience wants


4. Evaluate / Adapt

TRACK EVERYTHING

• Are we on track to meet our goals?• What’s most successful?• What’s least successful?• What do we tweak?

*Have scoreboards in place*Create Activity & Action Calendar


What You Track Depends on Your Goals

• Are we on track to meet our goals?• What’s most successful?• What’s least successful?• What do we tweak?


There is No Secret

• Don’t make it harder than it needs to be• Are we affecting movement on goals?• How does this move our indicators?


Contact ME

Scott BishopTwitter: @thescottbishopBlog: Real Time Marketer .comEmail: [email protected]

The business of social media

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