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social media strategy - understanding the need for one and the consequences of not having one

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Social Media Strategy

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Sally Falkow, of Expansion Plus, who was recently named to the list of "25 Women Who Rock Social Media" and Chris Abraham of Abraham Harrison, who has been a top social media and technology strategist for over a decade, are going to be addressing the need for a strategy when diving into the waters for Social Media. Many people have already set up their Twitter and Facebook accounts and are now unsure of how to navigate the tidal wave that social media has become. Tune in to gain insights into the importance of strategy and how to be strategic in order to stay afloat.

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Page 1: Social Media Strategy - Understanding the Need for One and the Consequences of NOT Having One

Social Media Strategy

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Guest Presenter

Chris Abraham

Abraham&Harrison

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It’s Not Going Away!

• SM is part of our lives now• 70% of reporters use SM to do their jobs• Search social and marketing are becoming

intertwined

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Trends for 2010

• Branded Content – think like a publisher• Video, video, video. YouTube is the 2nd largest

search engine today• Move from broadcast mode to engagement

and dialog

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Where are you in this process?

• Still experimenting• Checklist approach • Still broadcasting• Strategic engagement to meet business goals

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• Look internally – culture and regulations

• Any issues to address

• Business goals

Where to Start

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A New Approach

• Listen• Learn• Respond• Measure

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1.Listen and evaluate content of conversations2.Set goals based on what you find2. Find communities that matter4. Identify relevant influencers5. Develop a content strategy6. Choose the tools and platforms7. Deliver content that sparks conversations8. Engage with your audience9. Facilitate conversations between others10. Measure results

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Identify Resources• How can you reach out to the

people you currently communicate with?

• What content can you give them that has value?

• Identify resources and topics for content?

• People/time needed for a social program?

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What Are They Saying?

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Monitor Conversations

Only 16% of CMOs say they are monitoring online mentions of their company and brands

CMO Council

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Data Collection System

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Image: www.optimizeandprophesize.com

Find Communities that Matter

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Identify Influencers• Technorati – Rank & Authority• PostRank• Compete.com• Alexa• Quantcast• Yahoo Site Explorer• Twitalyzer• ReTweetist• Klout

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Develop Your Content Strategy

• Use data found – who , where , what• What do you have? Digital Assets• What can be repurposed?• Pick Your Tools

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Tools• Optimized press releases & articles• Social Media Press Releases• Blogs• Blogger Outreach• Micro blogging (Twitter)• Podcasts • Videocasts• Feeds (RSS -really simple syndication) • Socialize your web content – tagging

bookmarking• Social Networks• Social Media News Sites• Social Media Newsroom

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Engage and Facilitate Conversations

• Less than 20% of companies active in social media engage with their audience

• Studies show that those most active and engaged do better financially

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How to Get Engagement

• Be a genuine member of the online community

• Actively participate in the conversations• Offer them valuable, interesting content• Provide ways for your audience to talk to each

other• Give them tools for creating and sharing

content

Page 25: Social Media Strategy - Understanding the Need for One and the Consequences of NOT Having One

Measure Results• Search ranking for news content• # of bloggers allied• Search visibility for your blog• Inbound links to your site and blog• Traffic referred form articles and other news

content• Downloads of podcasts• Video views and downloads• # of articles tagged to social media sites• RSS feed traffic to the site• Unique visitors to the newsroom• Time spent on site

Page 26: Social Media Strategy - Understanding the Need for One and the Consequences of NOT Having One

Perception

• % of positive vs negative comments, posts, tweets, reviews about your company (Dell went from >50% negative to <20% in two years)

• % of positive content on page one and two in Google for your name and brands

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Engagement

CommentsTweetsReviewsBlog postsChat in Groups and Forums

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Download Whitepaper

http://expansionplus.com/impr/social-media.html

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CONTACT US

Sally [email protected]://www.twitter.com/sallyfalkowBlog: www.proactivereport.com

Chris [email protected] http://www.twitter.com/chrisabrahamBlog: http://marketingconversation.com/


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