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This webinar will be available afterwards at marketing.wtwhmedia.com & email
Q&A at the end of the presentation
Hashtag for this webinar: #SMWebinar
Before We Start
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Lance Brown@WTWH_SocialGuru
Heather Centorbi@WTWH_SocialXprt
Presenters
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Poll: How Would You Rate Your Social Media Knowledge?
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Business is Going Back to the Butcher
IntimateSocial-BasedMarketplace• Relationships• Word-of-Mouth• Proximity
DistantEarly Mass Marketing• Printing Press• Mail• Newspapers
More DistantThe Digital Divide• Radio• Television• Internet
IntimateSocial-Based Marketplace• Facebook• LinkedIn• Twitter• Yelp• Google+• Relationships• Word-of-
Mouth
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External Challenges We don’t own the platforms Landscape is constantly
changing Can’t long-term strategize How we use social media is
evolving◦ We’ve been doing “social media”
for a long time (video, blogs, forums)
Internal Challenges Executives demanding you
show ROI Legal departments think
it’s a nightmare Don’t have the
budget/time/resources Erroneous stigmas
Why Does Social Media Have A Negative Perception?
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EVERYONE!!!
Marketing (Generally leads)
PR – Outbound communication
Customer Support – “Social care”
HR – Recruiting
Sales – Lead targeting
VPs – Company transparency & culture
Creative – Images / Video
IT – Site integration
Who’s Responsible for Social Media?
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Identify
PlanExecute
Where Do I Start? Identify
1. Objectives2. Audience3. Content
Plan4. Establish Goals5. Delegate Responsibility6. Organize Efforts
Execute7. Promote Your Presence8. Measure & Analyze Results9. Use Metrics to Adjust Your Plan
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Poll: Do You Have A Current Social Media Strategy?
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Steps: 1-3
Identify
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Decrease Expenses Social recruiting Customer support Marketing
Increase Sales Customer retention Brand awareness (TOMA) Generate leads Site traffic Brand Value Reputation Management
Step 1: Identify Your Objective
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Who are you trying to reach? Consider the following:
◦ Demographics◦ Likes/Dislikes ◦ How do they use social media?◦ What relationship do they
want with you? ◦ What content are they searching
for online?
Step 2: Identify Your Audience
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What do you have to offer that adds value?
Put yourself in the customer’s shoes ◦ Why would I want to follow you?◦ People don’t like pushy sales people
Step 3:Identify Your Content
Share content that makes one’s life or job better, easier, or more cost effective
o Whitepaperso Blog postso Tutorials/How-to’s
o Videoso Infographicso Calculators
o Webinarso Case studieso E-books
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Webinars ◦ GoToWebinar◦ ON24 ◦ Webex
Infographics◦ infogr.am
Step 3: Identify Your Content – Content Creation Tools
Podcasts◦ podbean.com◦ blubrry.com◦ freepbx.org
Visual podcasts◦ Skype Call
Recorder◦ YouTube◦ Google Hangouts
Marcus Sheridan: The Sales Lion
“How to write 100 Blog posts in under 5 hours”
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Steps: 4-6
Plan
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Step 4:Establish Your GoalsQuantitative Downloads Site Traffic New Emails Resumes Gathered Response Time Leads Other
Example:"Ford's social strategy is to increase the
amount of test drives because they know that X percent of test drives turn into
sales"
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Who’s going to do the work?◦ Dedicated Role◦ Shared Role◦ Intern◦ Outsource
Step 5:Delegate Responsibility
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Create a Content Calendar
Plan: Type of content Time to post Platforms to post
Step 6: Organize Your Efforts
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Steps: 7-9
Execute
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Website Content
(Whitepapers, PR, etc.)
Print ads Social Ads Vehicles
EventBanners
Online ads E-Blasts Email Signatures Business cards
Step 7:Promote Your Presence
Free social media icons: http://social-icons.com/50-free-social-media-icons-mixed-designs
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Step 8:Measure & Analyze Your Results
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◦ Time on video◦ Response time◦ Resumes
gathered
◦ Ad CTR◦ New Emails◦ Shares
It’s all about reaching YOUR goals and objectives
What else can you measure?
Step 8:Measure & Analyze Your Results
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Step 9:Use Metrics To Adjust Your Plan
Positive ROI Negative ROI Invest more in social media
resources Broaden social media strategy
scope
Are your activities aligned with your social strategy?
Has your social strategy been implemented properly?
Are you investing in too many resources?
Were your assumptions in your social strategy correct?
Did your content resonate with your audience?
Continuously identify new objectives and content
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“What’s the ROI of putting your pants on every day? It’s hard to measure, but there’s negative consequences for not doing it.”
What’s the ROI of Social Media?
Scott Monty, Global Digital Multimedia Communications, Ford
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How Do I Create A Sound Social Media Strategy?
Identify
PlanExecute
Identify 1. Objectives2. Audience3. Content
Plan4. Establish Goals5. Delegate Responsibility6. Organize Efforts
Execute7. Promote Your Presence8. Measure & Analyze Results9. Use Metrics to Adjust Your Plan
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Questions?
WTWH MediaHeather [email protected] Phone: 440.234.4531 ext. 115Twitter: @WTWH_SocialXprt
WTWH MediaLance [email protected] Phone: 440.234.4531 ext. 108Twitter: @WTWH_SocialGuru
WTWH Media Marketing Bloghttp://marketing.wtwhmedia.com
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This webinar will be available at marketing.wtwhmedia.com & email
Tweet with hashtag #SMWebinar
Join us for future webinars on various social media topics
Learn more about WTWH Media’s social media services:email [email protected]
Thank You
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