SOCIAL MEDIAFor Business

BASICS OF

FOUNDATIONS OFSOCIAL MEDIASTRATEGY

Section One

Social Media is a P2P system. You are no longer a faceless

entity, but a human presence who interacts directly with

your consumers.

Person to Person

BEFOREMASSMEDIAWEWERESOCIALBUYERS

Markets were highly

personal and interactive.

Feedback was instant.

Success came from word of

mouth of happy consumers.

Connecting with others was

an expected part of the

process.

TRADITIONAL ADVERTISING

The Newspaper Association of America

reports that newspaper advertising revenue

is down to 1950's levels.

Nielsen reports that American's television

viewing habits are on the decline for the first

time in history.

Fortune 500 companies are reporting a

decline in visitors to their traditional

websites.

IS FLOUNDERING

#HELLO

THEY'VE MIGRATED TO SOCIAL MEDIA

SOCIAL MEDIA REKINDLESOUR NEED TO CONNECT

It takes us back to the Person to Person dynamic. Business to

Business and Business to Consumer strategies won't work.

Feedback is quick and usually unedited.

Everyone's voice is equal on Social Media. Word of mouth will

make or break your business.

People are motivated to share to make a connection.

Social Media

Our Marketplace Roots

Takes Us Back To

QUESTIONSIf my company provided a human face to our customers

through our content, what would that look like?

In what ways can we become more human and accessible to

our customers? How does our company culture help or hurt

that process?

Who should be the face of our company? Are there many

employees already representing our company today on the

social web -- whether we know it or not? How can we get

them to help us?

Loyalty is one of the most important items to cultivate as a

brand. Small interactions on Social Media might not seem

like much, but you are building a personal relationship

with your customers.

Small Interactions

Hello! Heya!Hi!

Interaction Must Be

MEANINGFULYour customers see you as a potential friend. Don't ruin that.

You

Customer

INTERACTION

Talking at your customer isn't the

same as talking to your customer.

Customers come to view their

favorite brands and companies as

friends when loyalty is built.

Negative interactions always

stand out more than positive

ones.

Isn't One Sided

QUESTIONSIf a series of consistent, small, meaningful provocations can

lead to customer connection and perhaps even loyalty, what

would that look like in my industry? What kind of provocations

would engage our customers? What social media platforms

could potentially deliver this "drip, drip, drip" of

communications?

How are our competitors approaching this? How can we do

this better than them? Is this an opporunity to create a

distinctive experience for our customers?

QUESTIONSAre customer service experiences with our company positive

or negative "provocations?" Are we creating advocates for our

brand or potential terrorist for our brand when we handle

complaints?

How is every potential customer touch point a provocation?

How can we turn touch points into trust points that encourage

deeper engagement with our company?

Getting out of the advertising mindset is the hardest part of

Social Media. It's tempting to say "Oh! Another advertising

platform!", but that's not how Social Media works.

Mindeset

BUY MY

PRODUCT!

SOCIAL MEDIA IS A COMMITMENTIt's a combination of elements that you have to have

patience with and continue to nurture as it grows.

Targeted Connections

Meaningful Content

Authentic Helpfullness

=

Business Benefits

TARGETED CONNECTIONS

Content Strategy is just the

beginning, you also need to

consider a Network Strategy.

The long term goal should be to

build loyalty and engagement.

You must have realistic

expectations about your Social

Media audience. Nothing

happens over night.

MEANINGFUL CONTENT

Content needs to have value.

Content with value to your

followers will lead to

interaction.

Small, daily interactions are

key. Don't let your followers

forget you exist!

AUTHENTIC HELPFULNESS

Change your mindset from

"selling" to "helping".

Being helpful instead of

pushing a sale will nurture that

all important brand loyalty you

are building.

Free, no strings attached

content may feel like a step in

the wrong directly, but it's

critical to your long term

strategy.

But HowDoes FreeContent

$0

$0

DriveSales?

FREE CONTENTWHY IT WORKS

Giving away secrets, tips and tricks builds confidence in

your brand and in you as an expert in your field.

The appearance of transparency cultivates trust.

Free content ignites interaction, and interaction is

needed to strengthen your network.

Human beings prefer to work with people who's

knowledge they value and opinions they trust. Free

content turns customer perception of you and your

brand in that direction.

Examples of Free Content

Case Studies

White Papers

Ebooks

Recipes

Slide Presentations

Videos

Newsletters

Stories

Reviews

Infographics

Photos

Podcasts

Instructions

QUESTIONSWhat are the ways our business can systemically build our

audience of relevant connections? Do we know where are our

customers getting their information today?

If we think beyond the company news releases, how can we

create content that is really useful to our customers? What

content do we already have at our company that can be re-

purposed for social media sites like Facebook, YouTube and

Twitter?

How can we be even more helpful to our customers? Can we

distinguish ourselves in this way by using social media to

reach and help customers in new ways?

What part of our corporate culture would enable this change in

mindset? What is going to hold us back? What is my role in

preparing us for success?

If someone goes to Google today to find out about your

products and services, where are they ending up? A

competitor site? A negative review on Yelp? A friend's blog

entry about that time your store front flooded? Building an

Information Eco-System will get the traffic to you instead

of someone else.

Information Eco-System

BrainstormingContent

LEADS

HOT LEADS

PROSPECTS

CUSTOMERS

Sales Funnel

QUESTIONSWhat social media platforms should be in our "information eco-

system?"

Should we limit our efforts at first to concentrate on the social media

platforms most likely to deliver results? Do we have the appropriate

skills and resources to do them?

What metrics would we use to determine if we are connecting to our

customers in the right places?

Do we expect the social media platforms in our information eco-

system to change over time? How do we prepare for this? How do

we know when to shift?

Content. Content. Content. Are you sick of that word yet?

Content is so much more than words on a blog, a video on

YouTube, or a new photo on Instagram. Let's take a deeper

look at why content is so important.

Content is King

THE POWER OF CONTENTHow do you gain power on the internet?

INFLUENCE

GOOD, BETTER, BESTTYPES OF CONTENT

Content can come in many forms. Famous quotes,

recipes, funny photos, links to other content, blog

entries, etc.

The more value to your consumer your content provides,

the richer it is. Statistics, reviews, tutorials, or

educational information related to a specific industry

are all examples of rich content.

Think about the substance of your content. What does it

offer your audience? How can you expand on it?

Blogs

Video Series

Podcasts

RICH CONTENT VEHICLES

QUESTIONSWhat are our existing sources of content that could be

leveraged across the social web?

How are our competitors using content on the Internet? Is

this field getting saturated?

What is our company's best source of rich content? A blog?

A video? A podcast? Or something else?

How would a content marketing strategy affect our current

resources and how would we adjust?

REVIEWSocial Media is build on a person to person model.

Small interactions help you build loyalty

Your mindset has to be geared toward helping instead

of selling.

Your information eco-system is going to pull in leads

that you are currently losing to other sources.

Content is the catalyst to your successful social media

campaign, breeding influence through rich content.

THE FIVE MOSTDIFFICULTQUESTIONS

Next Week - Febuary 2,

2016 @ 6 PM

IN SECTION TWOWE WILL ANSWER

What is the value of social media and how do we measure it?

We're in a niche market. Do we really need to use social media?

How much should we budget for this effort?

How do we handle the negative remarks?

We have limited resources. Where should we focus our efforts?