Social media strategy
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www.KonsultPartners.com/ presentations Social Media Marketing How to get it right! 1 Håkan Söderbom http://konsultpartners.com
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This presentation introcudes a framework for social media strategy and execution. The framework goes under the working name "Carl Mace TM"The purpose is to shift the focus away from the tools (Twitter, Facebook, YouTube etc) to what really matters in interactions with other people, i.e. understanding the audience, creating remarkable content, and engaging in a conversation.The framework also addresses three execution steps: 1) Listen and respond, 2) Engage and Activate, and 3) Measure,
Transcript of Social media strategy
1www.KonsultPartners.com/presentations
Social Media MarketingHow to get it right!
Håkan Söderbomhttp://konsultpartners.com
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After this, you will…ͼ Not panic!
ͼ Have a framework for preparing social marketing
ͼ Know how to execute social marketing activities
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Håkan Söderbomwww.HakanSoderbom.com
4www.KonsultPartners.com/presentations
Strategy + Execution
Listen & Respond
Engage & Activate
Measure
Make it facts based!
AudienceWho
ContentWhat
ConversationWhere
5www.KonsultPartners.com/presentations
AudienceKeywords
SegmentationDemographicsFirmographics
Psychographics2-stage/5-stage/
bottom-upPersona
Point!
Audience segmentation helps you understand what engages your customer
ADMIREAFFINITY
SIMILAR
HELPFUL ENGAGING TRUSTED
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ContentKeywords
RelevanceRemarkableExperiences
MediaDifferentiation
CuratingSchedule
Point!
The right content is what enables you to engage and captivate your customer
DELIVERY GOVERNANCECREATION
SCHEDULESEO OWNERSHIP
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Conversation
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Keywords
ListeningDialog
DestinationsMultipliers
ToneTiming
Point!
The conversation is the new marketing component that is effective with both individuals and crowds.
8www.KonsultPartners.com/presentations
Part 2
Listen & Respond
Engage & Activate
Measure
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Listen & Respond
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Keywords
AlertsSentiment
BrandProducts
CompetitorsReputation
Management
Point!
Listen to the grape-vine, use tools to stay up-to-date.Respond to create influence and visibility.
Starter• Google Alerts• SocialMention• Twilert• Technorati• Google Reader• Summize• SEOPro.com LinkChecker
Premium• Radian 6• BuzzLogic• Visible Tech.
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Engage & ActivateKeywords
Trusted source
Conversation leader
Create response
Point!
Grow your online “portal” and bring people “home” where you are in control.Get people to “do” something!
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Measureͼ Corporate goals and metrics
o Understand what is in placeo Add what new media enables
ͼ Create baseline figures and insightͼ Align with social media metrics
o Track activity produced (activity)o People seeing your activity (reach)o Responses (engagement)
ͼ Refine and repeat
ͼ After the first round, put measurement first
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ACC LR EA Mͼ Audience
Segmentationͼ Content Strategyͼ Conversation
Strategy
ͼ Listen & Respondͼ Engage & Activateͼ Measure
CARL MACE™
13www.KonsultPartners.com/presentations
Otherͼ Organization & the
Teamͼ The role of the Social
Media Lead
ͼ Baseline your presenceͼ The Marketing Mix
o Eventso Sales meetingso Collateralo eMailo Websites
ͼ Integrationo Technicalo Processeso People
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Our strategyVisible Valued
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Call to Actionͼ Call for advice
o LinkedIn profile review
ͼ Recommend to project ownerso Small: set up personal or company website o Large: worldwide social media for Boeing
ͼ Photographso PNG with transparent backgroundo JPG with standard backgroundo $10, pay to PayPal: [email protected]
Doesn’t have to cost
much, or anything
16www.KonsultPartners.com/presentations
Thank You!http://konsultpartners.comhttp://hakansoderbom.com
