A presentation covering the basics of SM strategy, with plenty of examples of successful tactics. Email me for the list of links referenced within. Presented to Women Who Wine San Francisco February 22, 2011

1. Getting started with
social media strategy
Women Who Wine
February 22, 2011
Sorel Denholtz

2. Quick answers to the most
common obstacles

3. “What if someone says
something bad about us?”
If they are going to, then they
probably already are.
The difference is that now you
will be there to respond and
participate in the conversation.

4. “No one has time.”
Or, “it’s not a priority right now.”
Spend a few hours searching Twitter, Facebook,
etc for your brand and your competitors.
Any missed leads? Unheard complaints?
Positive engagement for competitors?
A well-planned social media campaign doesn’t
have to require huge time commitments.

5. Get the lay of the land.
What are your peers or
competitors doing?
In search of AWESOME:
What can you dream of doing?

6. Why do you want to participate
in social media?
X
“Because everyone else is.”

7. Better answer: “to build
relationships with customers.”
Whom do you want to connect with? What
kind of relationship do you want to have with
them? What do you hope to accomplish
through this relationship?

8. Developing your strategy
Step 1. Identify your audience segments
Step 2. Articulate your objectives: What
relationship do you want to have with each
audience?
Step 3. Select platforms, tools and technologies
Step 4. Benchmarks & metrics

9. Step 1.
Understand your audience

10. Segment your audience into affinity groups.
Example: for California Academy of Sciences, we identified Science Enthusiasts,
Members, Travel Professionals, Donors, 20-Somethings.
Identify your 3-5 top audiences based on business
priorities and how they use social media.

11. Are they creators, heavily using
YouTube, WordPress and
Instagram to share what they
create?
Do they curate their online
world, saving shoes to Wanelo or
news to Digg?
Are they simply spectators,
reading reviews and viewing
videos, but not actively
participating?
Source: Forrester Research

12. Step 2.
Articulate your objectives for
each audience

13. Objective: Market Research
What is being said about you,
your peers, your competitors, and your category?
This should be part of any social media strategy.

14. Objective: Establish expertise
Sharing content and answering questions on social
media networks and blogs can establish you as
expert in your category.

15. Corporate blog engages and establishes expertise.

16. Objective: Branding
What is shared, where, and how can all
support building brand awareness.

17. Youtube campaign went instantly viral.

18. Objective: Energize a community
Encouraging brand advocates to share content
about your brand can build excitement.

19. Short-term campaign for PEANUTS to
demonstrate relevancy of the brand in 2010

20. Facilitated sharing of (adorable) PEANUTS
content. 3300 shares per day.

21. Objective: Drive attendance
Encourage your fans to create content for you promoting your
brand. Use brand ambassadors to build excitement.

22. NightLife Insiders: brand ambassadors
created and shared content

23. Blog posts, videos and reviews.
Always transparently.

24. Objective: Customer support
Social media can be an excellent customer service channel.
Your customers can support one another.

25. Best Buy uses Twitter for customer service.

26. Apple encourages users to help one another.

27. Objective: Lead-generation
Location-based offers drive foot traffic.
Professional networking builds business.

28. For B2B, LinkedIn
excels for building
relationships and
generating leads.
Yelp,
Foursquare,
Gowalla,
Facebook all
offer location-
based deals.

29. Step 3.
Select platforms, tools and
technologies

30. Source: Spredfast
Audience + Objectives will tell you
which to select. Stay focused!

31. Don’t forget your web site!

32. Sharing tools are critical
to encourage distribution of your content.

33. Step 4.
Benchmarks & Metrics

34. Metrics & calculating ROI...
Still a hot topic!
Track everything you can and share what you learn.
Plan on doing regular reporting.
Track both follower count and engagement.
Don’t forget your web site analytics.

35. Facebook (below)
provides interaction
metrics.
Be sure to include your web
analytics. (Above: HootSuite
integrates google analytics with tweets.)

36. When you start out...
Listen. Respond.
Share.
And remember -- it’s not all about you.

37. Thank you!
sorel@tincanassociates.com
http://www.slideshare.net/SorelDenholtz