strategically defining your social media tactics - stateofsearch 2013

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1

Strategically Defining YOUR Social Media Tactics

November 18, 2013


Who I Am


Why?


Content

Social Search


Primary Challenge — Social Media Impact

Source: Altimeter Group

56%Unable to link social media to business outcomes


Source: Search Engine Journal


Who is telling YOUR story?


“Marketing strategy is only as good as it is (right now). It requires full participation from brand marketers and business proprietors…”

— Rob Garner, Author


Strategy vs.

Tactics


Strategy

“How do we get there?”


Tactic

“How EXACTLY do we get there?”


You Are Here

You Want To Be Here


A plan of all actions (tactics) required to meet a company’s mission, goals, and objectives.

My Definition of STRATEGY


Goals are BROAD


Objectives are SPECIFIC


Build Up Your Social Networks

tactic


Engaging Your Audiences

strate

gy


No Strategy = Failed Campaigns


Example — Achieving Success

Preliminary Goal:We want to grow our social community to provide more real-time updates.

Revised objective:We want to grow our social community by 25% this year.

Specific objective with measurable KPI


Example — Reporting Success

Reporting on Growth:20% growth in social

Reporting on KPI:Social campaign fell short by 5% of target audience


Real-Time Approach

1. Act in the moment, be fluid2. Enable the spirit of your audience3. A company’s visibility is what it says about itself

and what others say 4. Reach out to audiences in real time in a sincere

and present manner


So What?


The product is the PROCESS

You Don’t Sell or Buy Social Media


The Social Engagement Sprocket

ComdataSVS

YouTube

Facebook

LinkedIn Twitter

Interviews

Press Releases

Professional Journals

Google+

YOUR Website and Blog

Slideshare

Pinterest


Sample Editorial Calendar

TOPIC/TITLE CONTENT/DETAILS KEYWORD(S) TARGET PERSONA Call To Action

Blog 1

Due Date: 11/18/13 Survey Says: ClearPath Analytics Decreases Employee Turnover Rates

ClearPath Benchmarking analysis helps you understand why employees leave companies and what you can do to keep yours.

Employee Survey, Employee Surveys

Managers, Employees, HR Call for your free quote. Follow us on Facebook and Twitter for the latest news.

Publish Date: 11/20/13

Blog 2

Due Date: 11/22/13 Decrease Turnover: Employee Satisfaction Surveys Improve Organizational Performance

Understand the company culture, access employee benefits, improve teamwork, improve satisfaction and productivity, access employees' long term commitments, identify succession planning needs, improve the work lives of all employees

Employee Satisfaction Survey, Employee Satisfaction Surveys

Managers, Employees, HR Call for your free quote. Follow us on Facebook and Twitter for the latest news.


Blog 3

Due Date: 11/29/13 Communication Key to Success: Create Common Language Within Your Organization

Gain a clear understanding of employee impressions, assumptions, views and sentiments, measure misconceptions, build stronger relationships between management and staff

Organizational Communication

Managers, HR Call for your free quote. Follow us on Facebook and Twitter for the latest news.



ComdataSVS

Book-marking Accounts

Press Releases

Twitter Followers

Blog

Google+

Facebook Friends LinkedIn

Email

RSS Feed

Content Sharing


BloggersLinked In network

New Content Streams

2nd Tier visibility

Geographic keywords

Your Blog Audience

Discovery StreamsContent

Tagged from Keywords

Bookmarking Sites

RSS Feed Subscribers

Popularity Streams

Twitter Followers

FB Friends

Press Releases

YOUR Publishing Platform

TriggersACTIVE SHARING —

ExtendingYOUR

Content


Key Takeaways

Commit to it

Plan ahead

Revise, revise, revise

Be creative

Be genuine

Use common sense

Update regularly

Communicate to others

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Randall TurnerCOO — Advice Interactive Group5900 Lake Forest Drive, Ste. 120McKinney, TX 75070(O) [email protected]