navigating your social media strategy

Navigating Web 2.0:Finding your way towards an effective Social Media Strategy

Presented by Courtney Spencer

Social Media?

Online Communities

Social Networks

Twitter

.

Blogs

RSS Reader

Multimedia Sharing

Social Media Strategy?

In short, “Social Media Strategy” is the process of effectively interacting and communicating on the world wide web.

Social Media Strategy ‘Cheat Sheet’

• Social Media is ALL about people. • Must be willing to take a risk• Communities and Conversations are key. • Customers are in control, Corporations who control will lose

out. • All departments of an organization must be involved or

informed. • Measurement is always important, but not all forms are

important. • Internal Communication (between employees) is important. • The Internet, Extranet and the Intranet are impacted.• Social Media is time.• Social Media is not a cure.

Should your company implement all parts of the Social Media strategy?

The mechanisms for putting these strategies into action vary depending on the resources and time allocations your company can make on its own, or if you decide to work with an agency.

Why is having a Social Media Strategy important?

Conversations! 1.Companies are now able to communicate

with their markets directly2.Markets are conversation 3.Markets are now becoming more informed

about products than the actual companies4.Markets are net-worked from person-to-

person who are joined together in conversation.

Never attempt to Control Conversations, But in order to have better control over your brand you MUST participate in conversations!

CAUTION!

Community

1. Build a non-marketing community to help

build better relationships with your customers.

2. Creates Buzz!

3. Allows companies to connect with their core customer.

4. Delivers a voice for your company.

What results can I expect?1. Greater Brand Awareness 2. Leverage Current Marketing

efforts3. More sales4. Buzz 5. Better company interaction6. Quality Products 7. Positive Conversation

If implemented correctly it works!

The computer company, Dell, was one of the first organizations to implement a successful Social Media Strategy.

So how did Dell do it…

Dell’s Strategy 1. Team of Managers that connected directly with

consumers through blogs, forums, etc.

2. Monitoring and tracking Conversations that mention Dell online.

3. Dell does not censor criticism, instead responds to all comments.

4. All employees are encouraged to interact with communities

5. Creation of the “DirectDell Blog”

6. CEO supports community interaction

7. Created Buzz around their brand by being open with their customers

What should I measure to ensure I am on the right track?

1. Buzz-Number of positive blog posts-Quality of content shared -Always monitor conversations

2. Traffic -Number of links from other sites to the Brand’s URLS

-Number of posts linking to the brand

Tools for Metrics!• Google Alerts and Google Analytics • Technorati Account • Feedburner Subscribers• Self-Monitor Facebook fan demographics/

number of fans• Number of Twitter fans • Twitter Search • Self create charts that track strategy

actions taken by the company compared to number of fans/growth in a particular month

In Conclusion…

Implementing a Social Media Strategy can be risky. Many companies are finding it difficult to navigate through the unknowns of “web 2.0” and the mass amounts of information that comes with it. Don’t Rush! Take time to plan out your strategy and goals. Social Media strategies take time but if done correctly, it is well worth the risk!

Questions?

Contact: Cspencer@experience.com or Court12.spencer@gmail.com

Twitter: @CourtSpencer