333 W. Nationwide Blvd. Columbus, Ohio 43215

614-255-2333

Presentation for

AdFed Columbus: Social Media Strategy January 18, 2013

THE MAYANS WERE WRONG…

But, so was Newsweek

“Visionaries see a future of telecommuting

workers, interactive libraries and multimedia

classrooms. They speak of electronic town

meetings and virtual communities. Commerce

and business will shift from offices and malls

to networks and modems. And the freedom of

digital networks will make government more

democratic.

But, so was Newsweek

Baloney. Do our computer pundits lack all

common sense? The truth is no online

database will replace your daily newspaper, no

CD-ROM can take the place of a competent

teacher and no computer network will change

the way government works.”

NewsWeek February 26, 1995

SO WHAT? WE (BRANDS, COMPANIES, ORGANIZATIONS, PEOPLE)

NEED TO BE IN SOCIAL MEDIA!

A share campaign

An infographic

A Twitter party

A blogger outreach campaign

A Facebook page

A Twitter handle

A corporate blog

A Social Media Strategy is not…

HOW?

Organizational Goals

Marketing Strategy

Digital Strategy

Social Media Strategy

Establish the participation motivation

– “I’m joining social media because xxxxxxxxxx”

Identify the challenges or needs

– Does the organization have the resources to sustain long-term engagement?

– Is there a cultural barrier around message control?

Gain a perspective on yourself and the competition

– Walk the walk before talking the talk

– Start small, test and learn

– Guide the experience; be authentic and operate in real time

Set benchmarks

– Social Networks (fans, # of event attendees)

– Social Media (media impression, number of blog placements, number of tags)

Social Media Strategy: Getting Started

MONITOR : ENGAGE : MEASURE

MONITOR ENGAGE

MEASURE

MONITOR

Listen to the conversation and identify influentials

Audit the assets you have

OWNED

EARNED & FOUND

Brand

PRODUCTS Bran

d PROJECTS

Brand

ARTICLES Bran

d PHOTOS

Brand

VIDEOS

Brand

REVIEWS Bran

d BLOG POSTS

Brand

SOCIAL POSTS

Brand

PHOTOS Bran

d VIDEOS

Brand

PROGRAMS

Brand

BRAND

MONITOR : ENGAGE : MEASURE

MONITOR ENGAGE

MEASURE

MONITOR

Listen to the conversation and identify influentials

ENGAGE

Target influentials; generate positive brand discussion

Ask Questions

Run a Contest

Re-Post, Re-Tweet, Re-Blog Their Content

Engage Your Audience

MONITOR : ENGAGE : MEASURE

MONITOR ENGAGE

MEASURE

MONITOR

Listen to the conversation and identify influentials

ENGAGE

Target influentials; generate positive brand discussion

MEASURE

Evaluate efficacy; refine messaging and outreach targets as necessary

STRATEGY IN ACTION

Enable business units

Streamline workflow

Grow advocates

Integrate with other marketing efforts

A scalable program

Embrace transparency

Embrace critical comments

Embrace trust

Keys to Success

Don’t forget the Mayans

Salesforce Marketing Cloud, December 21, 2012

THANK YOU

QUESTIONS