Why before how webinar with jay baer handout slides

Why Before How:Creating Social Media Strategic Plans in 8 Steps

@jaybaer

@jaybaer

the tools always change

0

15

30

45

60

share of search

1999

@jaybaerbaerb@jayb

STOP FOCUSING ON TOOLS!

worry less about how to do

SOCIAL MEDIA.

focus on how to be SOCIAL

@jaybaer

@jaybaer@@@@@jjjjaaaaayyyyyybbbbbbaaaaaaeeeeerrrrr@jaybaer

8 step process

Social Media Strategy

1build an ark

@jaybaer

DO NOT DOSOCIAL

AT BAYONET POINT

@jaybaer

@jaybaer@@jjaayybaer

Customer Characteristics

Current Social Metrics Social M(if any)

Web Metrics

Business Metrics

gather data

#esto12

@jaybaer

2 listen

@jaybaer

Listening Queries

What’s Being Said About Us?

What’s Being Said About Topics of Interest?

What’s Our Sentiment?

Who’s Saying It?

Where Are They Saying It?

3 what’s the point?

awareness?sales?

loyalty?

3 what’s the point?

awareness?sales?

loyalty?

pick one.

@jaybaer@jaybaer

If You Try to Accomplish Everything in Social Media, You’ll Accomplish Nothing.

@jaybaer

Unaware Aware Trial Repeat/Enthusiast Advocate

4 successmetrics

@jaybaer

@jaybaer@jaybaer

The goal isn't to be good at social media, the goal is to be good at business because of

social media.

@jaybaer

Whatever you're trying to accomplish dictates how and what you measure.

Awareness Sales Advocacy

Measure Behaviornot just Data

@jaybaer

@jaybaer

Weak Metric:Number of

Facebook fans

Stronger Metric: Facebook Engagement Rate

Affinity + Weight + Recency =

Facebook Visibility

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Weak Metric:Number of Clicks

Stronger Metric:Offers Redeemed

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bit.ly/UsIoIS+

JUST BECAUSE EVERYTHING IS

MEASURABLEDOESN’T MEAN YOUSHOULD MEASURE

EVERYTHING

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5 analyze audience

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Use Research & Personas to Model

@jaybaer

Name:John Doe

Gender:Male

Age:24

Hometown:NYC

Name:Jane Doe

Gender:Female

Age:23

Hometown:NYC

#esto12

Who Are They?How Do They Use

Social Media?

@jaybaer

Age / Gender / Geography

@jaybaer

3 Levels of Social

Participation

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APPLAUD3 Levels of

Social Participation

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APPLAUD

CRITIQUE

3 Levels of Social

Participation

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APPLAUD

CRITIQUE

CREATE

3 Levels of Social

Participation

@jaybaer

@jaybaer

THE YOUNGER THE AUDIENCE, THE MORE THEY’LL BE WILLING

TO CREATE

j

Give Your Audience Appropriate Social Media Assignments

@jaybaer

@jaybaer

1,961

@jaybaer

1,961 300

@jaybaer

6 what’s your one thing?

@jaybaer

Passion, Not Features

@jaybaer


innovation

@jaybaer


innovation magic

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innovation magic safety

@jaybaer


innovation magic safety service

@jaybaer


innovation magic safety service

You ?????

@jaybaer

If everyone has a

SPECIAL OFFERyours isn’t that special

@jaybaer

7humanization

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social media

IS ABOUT PEOPLE

not logos.

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@jaybaer

8 channelplan

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Social Media Home Base & Outposts

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first, win the war of information

@jaybaer

first, win the war of information

@jaybaer

8

15

2010 2011

10.4

5.3

Customers view 30 pages on average

Customers view 30 pages on average75% of sales are virtual

@jaybaer

Create a VISUAL Communication Plan

@jaybaer

use social to promote content first,

company second

@jaybaer

content is fire.social media is gasoline.

EVERY CHANNEL YOU ADD IS ACOST FIRST,AND THEN MAYBE

A BENEFIT

@jaybaer

@jaybaer@@@@@jjjjjaaaaayyyyyybbbbbbaaaaaaeeeeeerrrrr@jaybaer@@@@jjjaaaayyyyybbbbaaaaeee@jaybae

8 Steps: Refresher Course



build an ark 1



build an ark 1listen & compare 2




what’s the point? 3




what’s the point? 3success metrics 4





analyze audience 5





analyze audience 5what’s your one thing? 6






humanization 7






humanization 7channel plan 8

worry less about how to do

SOCIAL MEDIA.

focus on how to be SOCIAL

@jaybaer

Jay BaerConvince & Convert

Jay BaerConvince & Convert

ConvinceAndConvert.com

Why before how webinar with jay baer handout slides

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