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The Art of Social Media
Prepare Your Digital Canvas
Objectives
Audiences
Messages
Tactics
Evaluations
Objective: Inspire & Engage
“We want people to feel ownership of this museum. We ask them to tell us
what they think. We want to engage with our community.”
Brooklyn Museum
Know Your Objective
Know Your Audience
5 Behaviors on the Social Web
Watch79.8%
Share61.2%
Comment36%
Produce24.2%
Curate<1 %
(Altimeter Group: 2010 Socialgraphics)
Know Your Message
Connectedto your objectives
Targeted to your audience
Integrated in your media
Tactics
Cross-Media Optimization
Brand Management
Relationship Management
Relevant Communities
Tactic: Cross-Media Optimization
Become your own broadcast
center
Tactic: Cross-Media Optimization
Blog
Opportunity:Public participationCollaboration
Added Value: SEO & Mobile
In 2012, 43% of U.S. Companies will use their blog for marketing purposes compared to 34% in 2010.
Tactic: Cross-Media OptimizationFaceboo
kOpportunities:VideoReal-time informationReal-time dialogueEvent promotionB2B and B2C relationsPage to Page
Added Value: SEO & Mobile
750M users
Tactic: Cross-Media Optimization
Added Value: SEO & Mobile
Opportunities:Search operatorsMonitor conversationsBuild relationshipsEstablish credibilityPublish news and events
Twitter175M users
Tactic: Cross-Media Optimization
Added Value: SEO & Mobile
Opportunities:Professional networksIndustry relevant groupsEstablish credibilityDialogue and discussion
Linkedin100M users
Tactic: Cross-Media Optimization
iTunes
Added Value: SEO & Mobile
Opportunities:Sharable audio formatSubscription-based updatesSearchable by topic
200M users with podcast access
Tactic: Cross-Media Optimization
Flickr
Added Value: SEO & Mobile
Opportunities:Photo sharing groupsGalleries and slideshowsSearchable by keywordEmbed options
51M users
Tactic: Cross-Media Optimization
Foursquare
Added Value: SEO
Opportunities:Geo-targetingMobile marketingBrand loyaltyFacebook connectTwitter sync
10M users
Tactic: Cross-Media Optimizatione-
Newsletter
Added Value: Mobile
Opportunities:Marketing databasePromotional reachAnalytical insightStrengthen relationshipsIncrease web trafficShareable formatGrow likes/followers
Tactic: Cross-Media Optimization
Google+
10M usersLaunch July 2011
Opportunities:Sync & Share(Gmail, Docs,Spreadsheets, Calendar, Places, Video, Search, RSS, Maps. etc.)Group text
Tactic: Cross-Media Optimization
Mobile
Growth: 36% of U.S. mobile consumers now have smart phones. (Nielson, April 2011)
Opportunities:Reach on-the-goGeo-targetingText marketingApps and games
Tactic: Cross-Media Optimization
Mobile
175M users 50% access via mobile
51M registered users 91% of mobile phones have photo/video capability
750M users50% access via mobile
10M users100% access via mobile (35,000 new users daily)
Over 2B views each dayOver 100M mobile views
Tactic: Cross-Media Optimization
QR Codes
Opportunities:Business cardsAll marketing materialsVehicle decalsProduct tags and packagingConference nametagsRestaurant menusEvent ticket stubsPoint-of-sale receiptsGuerrilla marketing
Tactic: Cross-Media Optimization
www.
Tactic: Brand Management
Comprehensive Monitoring
Social MediaBlogsVideoPhotos
CommentsReviewsNews clipsCompetitor mentions
Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand
Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand
Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand
Tactic: Brand Management 4 Free Tools to Help You Monitor Your Brand
Analyze
Evaluate
Respond
Tactic: Reputation Management
Social Triage
Social Media Policy
Objectives:Define usageEncourage positive behaviorReinforce social cultureFoster growthProvide training
Tactic: Relationship Management
Tactic: Relationship Management
Social Media MetricsFrequency: When to postLocation: Where to post
Trending: What to post Influencer: Who to post to
Industry niche networks
Tactic: Relevant Communities
Profiles
Connections
Groups
Discussions
Etsy.com
Industry niche networks
Tactic: Relevant Communities
Profiles
Connections
Fundraising
Support
KickStarter.com
Industry niche networks
Tactic: Relevant Communities
Profiles
Connections
Groups
Discussions
ReverbNation.com
EvaluationsROI : Calculating Digital Opps
ASSESS measurable outcomesEx: Pre- and post-survey resultsEx: Volume and tone of customer feedbackEx: Cost savings of social media vs. traditional outreach
Ex: Growth of service/sales verticals via social vs. same area with
non-social activity
On-Demand ReportsObjectives
Integrated with goalsTargeted to audienceStrategic to media
OpportunitiesObservationsAnalytical trendsFuture events
Evaluations
