Social Media Strategies

The Path Less Traveled

@shaunholloway | srholloway.com

The Path… is Tough

• A Pep Talk from Kid President to Youby Soul Pancake via YouTube

The Path… is Tough

• The Landscape has changed… KEEP UP!

• Some significantly…– Flickr– Google and Google+– Twitter– Facebook– Instagram

Flickr

Google and Google+

Twitter and the API

Facebook

Instagram

The Path… Changes

• How do you survive?

The Path… Needs Created

Web/Social Basic Model

Central Website and Community

Video

Photos

Blogs

Audio

SocialNetworks

YouTube

Vimeo

Veoh

Flickr

Instagram

Photobucket

Picasa

Pinterest

DailyMotion

Facebook

LinkedIn

Forums

Microblogs

Interest

General

Utterly

Blubrry

Interest

General

SitesCompany

Individual

Institution

Organic

Widgets BookmarksEmail

Interest

General

Strategic Plans Merge

• Combine your IT and Marketing Strategies

Organization Strategy

Marketing Strategy

Social Media

Photo and

VideoEmail Content

IT Strategy

System Web Portal Channel

Social Media Tool Hierarchy

• Understand how tools and content connect

Website, Facebook, LinkedIn, Blogs

Twitter, YouTube

RSS Feeds Apps

Flickr, Tumblr

Widgets

Tier1

Tier2

Tier3

Pyramidal Approach to Social Media

• Establish then advance

Based on level of risk required and the ability to sustain a more complex tool

Enter photo-sharing communities

Enter video-sharing communities

Establish blogs and micro-blogs

Sustain social network presence

Utilize audio

Active Participation

Are You Ready? = 5 Questions

1. What is the purpose / mission?

2. Who is going to be the champion?

3. Who is the target audience?

4. How is it going to be sustained?

5. How does it fit strategically?

The Path… is Full of Traffic

Your First Follower(s)

• Leadership Lessons from Dancing Guyby Derek Sivers

Embrace the Shift

• Know the game

PaidTV

Print

Radio

Events

Display

SEM/Online

OwnedStorefront

Website

Direct Mail/Email

Social Network/Media

EarnedWord-of-Mouth

Press

Referrals

On-site Comments

Shares, Likes, RT’s

Check-ins

Ratings/reviews

Mentions

Shifted Componentsof the Marketing Strategy

Find the “Sweet Spot”

Channel

AudienceContent

Be selective

Take your time

SweetSpot

Choose Communication Channels

Newsletters EmailCampaigns

Facebookpages

Blog posts/Twitter

LinkedInGroups

Media Websites

Print Collateral

News/mediarelease

Website/Feeds

Information Technology Strategy creates and supports channels

Content

Create key message and/or media = Customize or repurpose message for delivery in specific channel(s)

Identify audiences appropriate for content

Monitor audience reaction and participation

Evaluation

Communications and Marketing Strategy determines approach

Purpose/GoalAudienceTiming/FrequencyAppropriatenessResponseVoicePersonality

Consistency Brand

Development frameworkTool integration

Guides usageInnovation

Use social media centralization as a gateway and means to integrate marketing/communication functions

The Path… Causes Road Rage

Radical Trust = The Steak Knife

• In a steak restaurant, everyone has a serrated knife and could kill you

• You have no body armor or defenses

• How can you trust these people?

Don’t be Afraid of the “< 1%”

• Moral code is in the majority

• Safety is in the community

• Environment is well-constructed

• Assumes equal and abundant resources

Response Protocol

• Need to have a plan should the “less than 1% percent” happen

• Part of your social media strategy and communications toolkit

• @webpronews featured my social media response design in their "A Collection of Social Media Flowcharts" article on July 22, 2011, http://slidesha.re/n0rzEA

The Path… Analyzes Data

• Don’t mistake data, metrics, and KPIs for ROI. Metrics measure important points, but they don’t connect to dollar values. (Radian6, 2012)

• The Value of a Follower– Is it worth it and how do you know?– How do they help the business?– Can you make decisions?

Metrics and KPIs

High-Level Content Report

• 13 months of data. What do you know?

Social Media Dashboard

• What does this tell us about our audience?

Courtesy of Josh Fitzwater, Director of Social Media, Kenyon College

The Path… Analyzes People

Simple but Complicated

• Lost Generationby Jonathan Reed

Profile Your Followers

• Listening vs. Participating

• Sharing vs. Creating

• Casual vs. Consistent

• Broad vs. Focused

Klout Style Grid

Example Klout Style Grid

• What do we know?

• How does this data help marketers?

Klout Style Grid

Sentiment Analysis

• False Negatives– “crying” or “crap” suggest negativity– Could also be “Holy crap! This is great!”

• Relative Sentiment– “I bought a Honda Accord.

Great for Honda bad for Toyota.”

Sentiment Analysis

• Compound Sentiment– “I love the phone but hate the network.”

• Conditional Sentiment– “I was really mad, but they gave me a refund.”

• Scoring Sentiment– “I like it.” vs. “I really like it.” vs. “I love it.”?

Sentiment Analysis

• Sentiment Modifiers– How does the emoticon apply? – “Gotta love the cable company :-(”– “I bought an iPhone today :-P”

• International Sentiment– Different cultures have different personalities– Japanese for crying = (;_;)

The Path… Analyzes Tools

Data Monitoring Tool Examples

• Server logs and Webalyzer

• Google Analytics and Webmaster Tools

• YouTube, Twitter, and Facebook Insights

• URL shortener stats– Bitly.com, ow.ly, goo.gl, is.gd

Data Monitoring Tool Examples

• Hootsuite, Tweetdeck, SocialEngage (Exact Target)

• Woopra, Twentyfeet.com, Trendsmap.com

• Quantcast, Alexa, Topsy.com, Twitonomy.com

• Radian6 (SalesForce), Webtrends, HubSpot, Vocus

Monitor in 30 Minutes or Less

• 5 Check Twitter for mentions, interactions, etc.

• 5 Check own blog feeds/comments• 5 Scan Facebook wall and comments• 5 Filter and flag content in LinkedIn Groups• 3 Scan Google/blog alerts for articles, etc.• 3 Review Facebook Insights• 3 Review YouTube Insights

The Path Less Traveled

Know Your Approach… and Your Data

@shaunholloway | srholloway.com