Approaching social media marketing strategies

1. Social Media Strategy Justin Kistner Sr. Manager Social Media Marketing Webtrends

2. What is social media?

4. Print

5. Radio

6. TV

8. What is social media? In the future, we won’t call it social media—We’ll just call it communication.

9. What is social media? “We don’t really think of social media as a marketing channel; that would be kind of like asking about ROI on answering phones.”

10. Why do businesses care?

11. Why do businesses care? Reputation

12. Why do businesses care? Reputation Customer Service

13. Why do businesses care? Reputation Customer Service Marketing

14. Why do businesses care? Reputation Customer Service Marketing Collaboration

15. What are the challenges?

16. What are the challenges? Unsure of what investment to make and how to measure ROI

17. What are the challenges? Unsure of what investment to make and how to measure ROI Lack of experience

18. What are the challenges? Unsure of what investment to make and how to measure ROI Lack of experience Lack of benchmarks

19. What are the challenges? Unsure of what investment to make and how to measure ROI Lack of experience Lack of benchmarks Lack of staff

20. What are the challenges? Unsure of what investment to make and how to measure ROI Lack of experience Lack of benchmarks Lack of staff Inability to specify infrastructure

21. What are the challenges? Unsure of what investment to make and how to measure ROI Lack of experience Lack of benchmarks Lack of staff Inability to specify infrastructure Inability to train staff

22. What are the challenges? Unsure of what investment to make and how to measure ROI Lack of experience Lack of benchmarks Lack of staff Inability to specify infrastructure Inability to train staff No business processes

23. Resource considerations

24. Resource considerations “…the social media space is starting to look like just about every other industry that starts to get mainstream. Social media is often the premise built on 1:1 relationships, and even with technology, that clearly doesn’t scale…” Jeremiah Owyang Former Forrester Analyst Social Media

25. Resource considerations Top social media personalities are using virtual assistants To do their Facebook and Twitter follows and replies. To review emails, sort them, and sometimes responds on their behalf.

26. Resource considerations Top social media personalities are using virtual assistants To do their Facebook and Twitter follows and replies. To review emails, sort them, and sometimes responds on their behalf. They’re also using ghost writers Social media book authors outsource their content to ghost writers. It’s the headlining author’s name that drives book sales, in many cases they don’t actually write the content. Many of the top celebrities or top social media names don’t even write their own blog posts and tweets, they outsource it to others.

27. Resource considerations You’ll need staff

28. Resource considerations Technology

29. Resource considerations Business Processes

30. Top 100 brands

31. Top 100 brands 11 channels 6 people

32. Top 100 brands 11 channels 35 Twitter accounts 22+ people

33. Top 100 brands 10 channels 6 yr. old community with 1.7 MM users 35 people

34. Top 100 brands 9+ channels 1,400+ people

35. Top 100 brands Activity x Channels = Engagement

36. Top 100 brands Mavens High activity, many channels Butterflies Low activity, many channels Selectives High activity, few channels Wallflowers Low activity, few channels

37. Top 100 brands Scaled up social media programs correlates to financial performance

38. Some strategies

39. Some strategies Reputation management Listen for your brand and respond

40. Some strategies Reputation management Listen for your brand and respond Rebreaking news Curate news to build rep as a resource

41. Some strategies Reputation management Listen for your brand and respond Rebreaking news Curate news to build rep as a resource Attention attachment Look for hooks in popular news, identify trends, etc.

42. Some strategies Reputation management Listen for your brand and respond Rebreaking news Curate news to build rep as a resource Attention attachment Look for hooks in popular news, identify trends, etc. Thought leadership Once you’ve built your popularity, you’re ready to lead conversation

43. Hot tips

44. Hot tips Social indexing power accounts

45. Hot tips Social indexing power accounts Attend events to build online engagement

46. Hot tips Social indexing power accounts Attend events to build online engagement Get people with more status than you to say your name and good things about you

47. Hot tips Social indexing power accounts Attend events to build online engagement Get people with more status than you to say your name and good things about you Interviews

48. Hot tips Social indexing power accounts Attend events to build online engagement Get people with more status than you to say your name and good things about you Interviews Get on Twitter!!!!!!!1

49. The real opportunity

50. The real opportunity We’re connecting faster than we can mature

51. The real opportunity Develop your social skills

52. Questions? Justin Kistner @justinkistner on Twitter http://blogs.webtrends.com/