Social Media Strategy on a Budget: GSMI Social Media Strategies Summit 2014
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$ocial Media Strategy
on a Budget
Social Media Strategy
Summit
#SMSsummit
Your Presenters
@rachelmetscher @VSteeleTweet
#SMSsummit
• State of Social Media
• How to P.O.S.T. Before You Post
• Listening vs. Monitoring
• How to Create a Social Media Team
• How to Create a Social Media Playbook
• Best Practices
• Rules of Engagement
Workshop Overview
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• There is more than one kind of budget
– Monetary (Cost)
– Labor (Time)
– Materials (Resources)
Budget Definitions
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Poll
Does your organization have a
Social Media budget?
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52% of B2C content marketers feel challenged by
their budget. (Content Marketing Institute)
Current Situation
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The Current State of Social
Concordia University Irvine - Before Veronica Steele
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Solution
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When Hiring
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But First You Need..
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Nail Down Your Social Media Strategy: P.O.S.T
**People’s Time, Content Curation and Creation, Distribution
Create Your Formula for Social Media Success =
@rachelmetscher @VSteeleTweet
#SMSsummit
If you are focusing on whether you should “do YouTube” or “Pinterest” you
don’t get it.
P.O.S.T or BUST
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No FTE for Social? Get Resourceful
No $$$, leverage social media brand ambassadors
Limited Budget Means Getting Resourceful
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Outline Your Organizations P.O.S.T
• People
• Objective
• Strategy
• Technology
Activity Time
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Where To Begin
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Listening
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Monitoring
• Hootsuite
• Tweetdeck
• Google Alerts
• Search
• Radian6
• Sysmos
• Media Alert Vendors
• PR Agencies
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Set up Community Managers
How is your organization set up for
social right now?
Poll
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Activity Time
Social Media Community Managers Model
Social Media Policy
Human
Resources vs. Marketing and
Communication
• Acceptable Behavior
• Legal
- HIPPA
- FERPA
• Access to Social at Work
• Professional Guidelines
• Branding
• Identity / Voice
• Public Relations
• Crisis
Communications
• Risk Management
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What’s Involved in Training
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Social Media Playbook
No Policy? Consider a Playbook
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Social Media Playbook Ingredients
No Policy? Consider a Playbook
• FAQs
• Guidelines
• Expectations
• Do’s and Don’ts
– Scenarios
• Social Media Policy
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Social Media Playbook:
Who Should be Involved in Creating the Playbook
• Legal
• HR
• Senior Leaders
• Marketing
• PR
• Community Relations
• Sales
• Product Development
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Policy or Playbook
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BEST PRACTICES
Best Tip #1: Learn from Others, Help Others
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Best Tip #2: Read, Read and Read Some More
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Otherwise you plan for failure
Best Tip #3: Plan for Success…
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Best Tip #4: Where to Find Resources?
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Best Tip #5: You Need an Executive Champion
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Best Tip #6: Change is Hard
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I am ready
Can’t Wait
Yay! I
Tweet!
Best Tip #7: It Takes a Village
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Best Tip #8: Don’t Be Afraid
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Caring is Sharing, but where do you begin?
Bonus #1: Where Can You Find Content to Share
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Bonus #2: Be Passionate: Excitement is Key
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Bonus #3: Control vs. Channeling
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This graphic comes from a Corporate Executive Board social media member survey. Those surveyed
were asked to indicate which metrics they use to track the performance of a social media campaign.
Social Media Metrics
Bonus #4: Reporting
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What to Report? Suggestions
Bonus #4: Reporting
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Bonus #5: Engagement vs. Broadcasting
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Wrap Up
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Questions
• Radian6
• eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/
• Blog: http://www.salesforcemarketingcloud.com/blog/
• Webinars: http://www.salesforcemarketingcloud.com/resources/webinars/
• Public Relations Society of America (PRSA)
• Blog: Building Marketing Strategies for Higher Education
: http://buildingmarketingstrategies.wordpress.com/
• Blog: Social Media Strategies
Summit: http://socialmediastrategiessummit.com/blog/
• Social Media Today, http://socialmediatoday.com/
• Metscher’s Musing, http://metschermusings.wordpress.com/
• Social Media Playbook: http://www.slideshare.net/rmetscher/social-media-
playbook-20544843
• How to Create Your Own Social Media Playbook,
http://readwrite.com/2012/04/09/how-to-create-your-own-
social#awesm=~obTk8MFg9aUFHR
Resources
@rachelmetscher @VSteeleTweet
#SMSsummit
• Marketplace Education: http://www.marketplace.org/topics/economy/education
• Experian Blog: http://www.experian.com/blogs/marketing-forward/
• Hobsons Blog:
• Content Marketing Institute: http://contentmarketinginstitute.com/
• How to Setup a Social Media Business Strategy http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/
• http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential-components-of-successful-social-media-campaigns/
• Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to-promote-your-brand-on-youtube?adref=nlt062613
• Six Digital Metrics to Watch, http://goo.gl/Q3LUi
• Social Media ROI: http://bootcampdigital.com/measuring-social-media-with-alan-knecht/
Resources
@rachelmetscher @VSteeleTweet
#SMSsummit
• Marketplace Education: http://www.marketplace.org/topics/economy/education
• Experian Blog: http://www.experian.com/blogs/marketing-forward/
• Hobsons Blog:
• Content Marketing Institute: http://contentmarketinginstitute.com/
• How to Setup a Social Media Business Strategy http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/
• http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential-components-of-successful-social-media-campaigns/
• Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to-promote-your-brand-on-youtube?adref=nlt062613
• Six Digital Metrics to Watch, http://goo.gl/Q3LUi
• Social Media ROI: http://bootcampdigital.com/measuring-social-media-with-alan-knecht/
Resources
@rachelmetscher @VSteeleTweet
#SMSsummit
• Ensure Strategt Not Tactics Drives Social Media
http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategy-
not-tactics-drives-your-social-media
• What Do You Need to Make Social Media Successful in Higher Ed?
http://socialmediatoday.com/rmetscher/1600341/what-do-you-need-make-
social-media-successful-higher-ed
• 9 Ways to Keep You Fresh, Inspired and Creative,
http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-you-fresh-
inspired-and-creative
• 5 Social Media Metrics That You Should Pay Attention To,
http://socialmediatoday.com/digitalsherpa/1586596/5-social-media-metrics-
you-should-pay-attention
• Social Yin and Yang: The Perfect Union of Strategic Listening and Real-
Time Engagementhttp://socialmediatoday.com/jordanv/1602056/social-yin-
and-yang-perfect-union-strategic-listening-and-real-time-engagement
Resources
@rachelmetscher @VSteeleTweet
#SMSsummit
• Brian Solis, http://www.conversationprism.com/
• HootSuite blog, http://blog.hootsuite.com/social-media-storytelling-3/
• Winning the Sorytelling War by Jonah Sachs
http://www.youtube.com/watch?feature=player_embedded&v=xvaPF_y-fiU
• Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a
Good Story, http://socialmediatoday.com/bryan-kramer/1570971/summer-
and-social-media-why-you-need-campfire-fishing-pole-and-good-story
• Altimeter Group, Social Business Survey,
http://www.altimetergroup.com/research/reports/evolution-social-business
• Empowered, Groundswell’s blog, http://forrester.typepad.com/groundswell/
• 3 Reasons Why Social Media Policy Is More Important Than Strategy,
http://marketingland.com/3-reasons-why-social-media-policy-is-more-
important-than-strategy-43873
Resources
@rachelmetscher @VSteeleTweet
#SMSsummit