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A Method to the Madness:Creating Social Media Strategic Plans in 7 Steps
Social media is now the MOST POPULAR
activity online
Social Networks Close the Gap
Stop Focusing on Tools
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Share of Search - 1999
The Tools Always Change
7 Step Process
1. Build an Ark
2. Listen
3. What’s the Point?
Awareness? Sales? Loyalty?
Pick One.
Unaware Aware Trial Repeat/Enthusiast Advocate
Awareness Sales Loyalty
4. Analyze Audiences
Who Are They? Who Do They Use Social Media?
AgeGender
Geography
Map Demographics to Social Technographics
We’re Not All Spielberg
1,961 Entries
300 Entries
5. What’s Your One Thing?
Beware of the Invitation Avalanche
Passion is the Fuel of Social Media
What’s Your One Thing?
Apple = InnovationDisney = MagicVolvo = SafetyCanucks = The Cup
You = ????
Finding the One Thing Isn’t Easy
It’s About People, Not Logos
6. Build Home Base & Outposts
Create a Strategic Ecosystem
7. Pick Success Metrics
Awareness, Sales, Loyalty Measures
Pick 3 Then See
Track Social-Specific Actions
Measure Behavior, Not Aggregation
0
375
750
1125
1500
March April May June July August
New Customers RSS SubscribersFB Fans Inbound LinksSocial Mentions
Correlation vs. ROI
The Goal is Not to be Good at Social Media.
The Goal is to be Good at Business, Because of
Social Media.
Jay BaerSocial Media Strategyconvinceandconvert.comnowrevolutionbook.com
@jaybaer