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How to Build a Market-based Social Media Strategy

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Brandon Chesnutt
Brandon Chesnutt

This presentation is a presentation from Lunch Ann Arbor Marketing on how to build a social media strategy around a specific target market and leverage location-based search tools.

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Building a market-based social media strategy Brandon Chesnutt @bchesnutt bchesnutt@identitypr.com 11/3/2010 http://www.flickr.com/photos/dunechaser/1721982928/sizes/l/in/photostream/
Social media opened doors http://www.flickr.com/photos/beardymonsta/3450480156/sizes/l/in/photostream/
“We ARE doing social media” LOL http://www.flickr.com/photos/blogumentary/2233501328/sizes/o/in/photostream/
We need boundaries http://www.flickr.com/photos/31151995@N04/3973578160/
http://www.flickr.com/photos/54031162@N00/3156373103/ Can you hear me now?
http://www.flickr.com/photos/gillographic/3217536400/sizes/l/in/photostream/ Build a pilot program for Michigan
Program Goals: • Create conversations • Reduce churn • Amplify promoters • Address detractors • Share news • Support sales
http://www.flickr.com/photos/johnseb/188355568/sizes/l/in/photostream/ Strategy
• Listen to conversations • Filter keywords • Segment by need / action • Report findings • Determine engagement • Track sentiment
Our field test
This is awesome http://www.flickr.com/photos/seanomalone/77492652/sizes/l/in/photostream/
1700+ Mentions 900+ Conversations http://www.flickr.com/photos/polandeze/1206596658/sizes/o/in/photostream/
Phones in the hands of 100+ influencers http://www.flickr.com/photos/strebkr/4975004653/sizes/l/in/photostream/
What we learned http://www.flickr.com/photos/76074333@N00/318034222/sizes/l/in/photostream/
Twitter is the gateway to local conversations http://www.flickr.com/photos/73532212@N00/3383916444/
Platforms are connected http://www.flickr.com/photos/mattimattila/4001221570/sizes/l/in/photostream/
You need to create bulletproof systems http://www.flickr.com/photos/rwr/2220085330/sizes/l/in/photostream/
Applying these concepts to your business http://www.flickr.com/photos/tedpercival/2117151437/sizes/l/in/photostream/
Start simple: Segment and scrub mailing lists http://www.flickr.com/photos/good_day/19705415/sizes/l/in/photostream/
Review location-specific web analytics http://www.flickr.com/photos/tom1231/254465359/sizes/l/in/photostream/
http://www.flickr.com/photos/ejpphoto/2314610838/sizes/o/in/photostream/ Create your hub
Local Influencer mapping: Bloggers Peer Influencers Discussion Boards
Define: Keywords Conversation Types Problems / Actions http://www.flickr.com/photos/revdancatt/3054135871/sizes/l/in/photostream/
Create location-specific landing pages http://www.flickr.com/photos/84263554@N00/255847189/sizes/l/in/photostream/
Invest in reporting tools http://www.flickr.com/photos/ex_libris_gul/219604159/sizes/l/in/photostream/
This presentation is available at: http://bit.ly/LA2MIdentity
Thank you http://www.flickr.com/photos/dunechaser/1721982928/sizes/l/in/photostream/

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How to Build a Market-based Social Media Strategy

Editor's Notes

  1. Location
  2. Location