Social Media Strategy

November 16, 2010

@liisamarjattaLiisa Sheldrick

PR 2.0: Multidisciplinary communications professional with experience in both corporate and agency settings. Thrives in creative, strategic and intellectually challenging situations. Appetite for all things media, entertainment, cultural, social and political.

PR, Communications and Marketing: national media relations, corporate communications, employee communications, investor relations, event management, marketing communications, branding and copywriting for traditional media, web SEO and social media.

Where you can find me, online.

Who is Using Social Media? How do they use Social Media?

My Social Media Top 10

Understanding Social Media

Consumer Evangelism: Citizen MarketersBen McConnell and Jackie Huba

Spreading Ideas: Idea VirusSeth Godin

Iterative Approach: Here Comes EverybodyClay Shirky

Social Capital: Whuffie FactorTara Hunt

The Social Consumer

Big Brands are using Social Media

Ikea• 2009 Photo Tagging Contest

• Custom Social Network: IkeaFans

•YouTube Channel

• Online tools, virtual planners, interactive catalogue, and Live Support Chat

Starbucks• 1 of top 10 most followed brands on Facebook

• Custom Social Network: My Starbucks Idea

• Foursquare badges and mayor discounts

• Facebook App to Reload Your Friends’ Starbucks Card

The Gap• Fake Twitter Account

• Logo Generator

•YouTube Channel

• Massive Media Coverage

•Confused Corporate Response

Measurement and Web Analytics

Measurement and Web Analytics

A Communications Plan with Social Media Tactics

A goal without a plan is just a wish. Antoine de Saint-Exupery

Social Media Strategy

• Research, Benchmark, Brainstorm, Audience Definition, Goals, Objectives, Timeline, Key Messages, Expected and Desired Outcomes

• Content, Collaboration, Connections, Communicate, Community. But most of all Content.

• Measurement – Online Community into Participation IRL (In Real Life): Influence and Engagement

The Social Technographics™ ladderfrom Forrester Research

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them

Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki

Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online

Maintain profile on a social networking siteVisit social networking sites

Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews

None of the above

Achieving social media success depends on aligning business objectives with audience

B2B Social Objectives Functional Alignment Success metrics

LISTENING Research

•Customer insight

•Improved segmentation

•Reduced pain; alignment of offering with need

TALKING Marketing, education•Changes in reach, impressions, brand awareness

•Increased share of voice

•Higher quality of responses to offers

ENERGIZING Sales•Increased velocity of messages in market

•Increased recommendation, promotion, advocacy

•Higher trust, brand trust perception

SPREADING Professional services•Faster deployments at new customers

•Existing customers create new business capacity

SUPPORTING Customer service, technical support

•Reduced support costs

•Higher customer satisfaction

•Less churn

EMBRACING Development, Product Marketing

•Deliver products faster to market

•Increased loyalty, increased advocacy

from Forrester Research

Measurement and Web AnalyticsThere are many free tools available online for tracking and measuring your brand, your organization, and your content, online:

· http://www.collecta.com· http://www.quarkbase.com· http://addictomatic.com· http://www.whostalkin.com· http://www.samepoint.com· http://blogpulse.com· http://answers.yahoo.com· http://tweetbeep.com· http://www.google.com/alerts· http://bit.ly· https://ping.fm/login· http://labs.digg.com/swarm/?popular· http://newsmap.jp· http://trend.icerocket.com

http://environicspr.com/

Social Media Strategy

Thanks!Liisa Sheldrick (@liisamarjatta)