How to Build a Social Media Strategy... And Why!

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  • Presented/Narrated by: AJ GerritsonHow to Build a Social Media Strategy And Why!

  • Who Is Our Presenter?AJ GerritsonFounding Partner of 451 MarketingFrequent Speaker (Regionally and Nationally)12+ Years of Interactive Marketing, Digital PR, and Traditional Comm.

  • 7%

    Who Is 451 Marketing?

    Founded in February, 2004

    Located on School Street in Boston

    A collaboration of 20 industry veterans committed to being best-of-breed social media, public relations, and creative specialists

    Clients include Allstate, Westin Hotels, Commonwealth of Massachusetts.

    Recently launched the MassItsAllHere.com website for the Commonwealth of Massachusetts.

  • I never learned how to Tweet.

  • Coca-Cola has 3.6 million fans on their Facebook Fan page.

  • Major corporations are using the tools to stay in touch with their vocal customers.Social NetworkingCollaborative ToolsYouTube, FlickerBlogs

  • 300,000,000 users (thats 300 million!)10 million fans sign up to commercial brand pages every day.

  • Perez Hiltona.k.a. Mario Lavanderia2004 Launched a celebrity gossip websiteAverage 24 - 45 posts per dayEarns $111,000 per month in ad sales alone.

  • Heather ArmstrongForbes Magazine - Most Influential Women in Media 2009Made famous for her website www.dooce.comNational Advertisers

  • New research found that companies with the highest levels of social media activity on average increased revenues by 18% in the last 12 months, while the least active saw sales drop 6% over that period. Source - Wetpaint & Altimeter Group

  • GOAL: Employee Retention and RecruitmentTACTICS: Microblogs, Wikis, PodcastsHELPED TO: Extend Communications, Deliver Trainings Globally, Employee Engagement, Perform Jobs More Effectively

  • GOAL: Develop Customer Service-Centered BrandTACTICS: TwitterHELPED TO: Deliver Swift Customer Service, Engage Customers, Humanize Brand

  • Blog - $0Podcast - $0 and $2000 Video - $0 and $10,000 - $15,000 Wiki - about $6500 a yearCommunity - $0 (Ning) up to $100,000

    The greater cost is staff and Content Creation to fill up the social media / new media channels.

  • How Long is Your Content Effective?3, 6, 9 months?1 minute, 1 day, 1 week?

  • Resources needed to run a campaign effectivelyReputation ManagementContent ResearchTechnologistContentDevelopmentStrategistDay to DayManagementPractitioner ofSocial MediaCoordinationOf all corporateactivitiesMeasurementDesign Skills

  • Reasons for FailureLack of STRATEGY (understanding your customers, crafting relevant messaging, being consistent, monitoring, etc.)

    Lack of internal resources to manage

  • 10.5 million coupons were downloaded, only 4 million were redeemed #KFCFail became a trending topic on Twitter quickly Oprah and KFCs brands damaged According to Zeta Interactive, when KFC pulled the promotion without explanation, negative ratings shot up to 33% from 11%.

  • YouTube increased Blendtecs sales by 800% in less than two years with their Will it Blend videos.When It Does Work

  • Dell can directly track $3 million in sales from using Twitter.

  • Building a Social Media Strategy

  • Step 1 Define Goals and Objectives Generate more brand awareness? Help recruiting and retention? Monitor brand reputation? Increase sales?

  • Step 2 Where is Your Audience? Where can I find my audience? Who and where are my evangelists? What sites are the most popular with these groups?

  • Step 3 Audit Your Resources Content? Staff? Consistency? Technology? Tools?

  • Step 4 Assign Roles and Responsibilities

    Social Media Strategist: defines strategy

    Social Media Manager: assists in defining the strategy as well as in executing it Public Relations: interacts with bloggers, assumes blogging responsibilities Social Media Metrics: measures social media, reports Legal: ensures FTC laws are followed, provides guidance on user generated content on corporate domain Privacy/Security: protects online corporate assets, privacy law enforcement Customer Relations: responds to customer issues on the social web Advertisement Sales: sells ad space within a social network or community Content Developer: constantly creates relevant and timely content

  • Step 5 Define Your Measures of Success How many sales/leads were generated? How many people are talking about your company? How have you reduced operational costs? How have you helped recruiting? How many downloads? How many people viewed a demo?

  • Step 6 Establish a protocol1. What information do we want to keep private?2. What kinds of information would we benefit from making public?3. What personal social media use is appropriate? Inappropriate?4. How will we measure which rules are helpful and which are not?5. Who are our quality followers? How can we continually engage them?6. How can we consistently send our messages?7. Should we have a set of rules for proactive social media use? Reactive social media use?8. How do we respond to positive engagement versus negative engagement?

  • Step 7 Execute Strategy

  • Step 8 Measure results Have your networks grown or changed? How? Are there new social media roles to explore? What worked? What didnt work? What can we do differently? What should we eliminate? What should we focus more on? How much time is spent on each social media initiative? What is our most valuable feedback? How is social media changing right now? Are we ahead of our competitors?

  • Campaign Goals Find elusive candidatesDrive applicants through the websiteBuild better relationshipsCreate USP

  • Execution Developed Strategy Optimized Website SEO/PR Created Social Communities(3 Blogs, 8 Twitter Feeds, 7 LinkedIn Groups) Trained Staff (Utilize Tools) Launched Recruiting 2.0

  • Results 65% Increase in monthly traffic from Google Pre-campaign 3,486 monthly visitors, last month 15,910 LinkedIn Groups have become a tremendous applicant and lead source Over 100k PR impressions USP Recruiting 2.0

  • How Can we Help You:Develop a comprehensive social media marketing strategyInstruct and train corporate groupsHelp setup digital initiativesEvaluate your ongoing efforts, provide recommendationsWhat You Can Expect:Increased lead flow and retention rateImprove ROI and efficiencyMore meaningful customer engagementCulture of business developmentReduced strain on internal resourcesDecreased operational costsEmployee retentionStronger recruiting efforts

  • AJ Gerritson, Founding Partner451 Marketing21 School Street, 3rd FloorBoston, MA 02108617-259-1605 x 204www.451marketing.comwww.451heat.comwww.Linkedin.com/in/ajgerritson @ajgerritson