Satellite Marketing™ - Three

SATELLITE MARKETING™

Using Social Media to Create Engagement@KevinPopovic | @SatelliteMktg

@KevinPopovic | @SatelliteMktg

Creating A Strategy

Start with what you know.


Creating Strategy: Definition- A well thought out step-by-step of how a

business is going to accomplish its goals.

- Use the resources available within the budget based on what it has learned from past experiences and what it knows today from best practices.

- A plan, every plan, even the best plan, is a best guess of what will happen in the future.

- It is not a purchase agreement for results.


Creating Strategy: Evolution

It’s not the strongest or the most intelligent whom will survive, but those who can best manage change.


Creating Strategy: ExampleFor my company, I have three goals:

1. Create social media profiles for my business that perpetuate my existing branding.

2. Build my social network from the users of select social media sites.

3. Use the social network to generate leads that turn into clients.

My Target Audiences include:

• Decision Makers with Budget• Influencers• Referrals


Creating Strategy: Important

Prioritized Goals+ Ordered Actions = Strategy


Creating Strategy: ExampleGoal 1: Create social media profiles for my business that perpetuate my existing branding.

1. Review Audience Profiles2. Select Social Media3. Develop Social Media Profiles4. Integrate Communications


Creating Strategy: ExampleGoal 2: Build my social network from the users of select social media sites.

1. Content Marketing2. Content Integration3. Audience Integration4. Outbound Networking


Creating Strategy: ExampleGoal 3: Use the social network to generate leads that turn into clients.

1. Share Content2. Demonstrate Subject Matter Expertise3. Identify Decision Makers4. Create Connections5. Start a Conversation


Creating Strategy: Important

Prioritized Goals+ Ordered Actions/ Time + Measurement= (Long Term) Strategy


Creating Strategy: Exercise

- Organize into groups.- Review Goals, Audience (what you know).- Create Strategy to achieve your goals.- Answers the question, "How will I stay on task,

on time and on budget to achieve each goal?"


Selecting Social Media

Each type of social media provides unique opportunities to support your strategy by helping reach your audience and by supporting the actions you've identified as important.



Think about the people you are trying to reach, and what you are trying to get them to do.



Social Networking sites enable people to connect with other people—to establish a channel of communication.



Content Sharing sites help people share different types of information and media.



Collaboration sites help people create influence, generate capital gain or collaborate on an enterprise level.


Selecting Social Media: Example

- Select social media by demographics and psychographics, identifying the general locations of the different types of people in our audience.

- To support my goals, we're looking to build a network of CEO's and VP's 35-55 of national companies.

- Select LinkedIn and Twitter, like CNN and MSNBC (TV) or ESPN and PBS (Radio)

- Experience directs me.


Selecting Social Media: Example

- Forbes Magazine's report, "CEOs are most active on LinkedIn.

- PEW* of CEO's at America's 500 highest-grossing companies, 27.9% (or 140 CEOs) have LinkedIn accounts.

- Twitter has far fewer CEO users, with just 5.6% (or 28 CEO's) of the top 500 companies.

- The number of CEO's on Facebook is slightly higher than Twitter, at 7.6% (or 35 CEO's)

- Research proves my direction.


Selecting Social Media: Exercise

- Organize into groups.- Review Goals, Audience, Strategy.- Identify Social Media Options.- Detail how each will help you achieve your goal.- Group Discussion - Present Social Media.

Reading AssignmentChapter 5: Step 3, Step 4
