The document provides advice on developing a social media strategy for startups. It recommends defining the audience and goals, creating engaging and shareable content, using analytics tools to track performance, developing a personal brand on social media, empowering employees to share content, and hiring people with strong social media skills. The overall advice is to start with understanding the audience, set measurable goals, and develop a content and engagement strategy that spreads the company's message on social platforms.

1. Social Strategy For Your Startup
By Randy Ksar, Landon Consulting
@djksar
Linkedin.com/in/rksar
Social Strategy for Your Startup
@djksar
Landon Consulting

2. Social Strategy for Your Startup
What I love
• Meet innovators and
entrepreneurs in the Silicon Valley
and around the world
• Chat about social strategy, online
events, photography, video
production, podcasting and mobile
apps
• Find the storyteller and evangelist
within an organization
• Speak at conferences and
businesses on social media and
content strategy
• Raise $$ for the Leukemia &
Lymphoma Society and find a cure
for cancer
@djksar
Landon Consulting

3. Social Strategy for Your Startup
Common Questions
•
•
•
•
•
Which social network should I spend my time on?
What is the ROI?
Should I publish vs. my company or both?
What tools should I use?
How can I spread the word about my products?
@djksar
Landon Consulting

4. Social Strategy for Your Startup
Legend
Tool Recommendation
Resource
@djksar
Landon Consulting

5. Social Strategy for Your Startup
Audience& Goal Definition
• First step in any marketing channel: Define the
audience
• Become your audience and know what their
motivating factors are
@djksar
Landon Consulting

6. Social Strategy for Your Startup
Audience & Goal Definition
• Can you answer the following?
– What topics are being discussed?
– Which social networks do they frequent?
– What are the steps they go thru in becoming a
lead for you?
@djksar
Landon Consulting

7. Social Strategy for Your Startup
Goals
• Don’t measure by # of followers or fans
• Ask the question: How does this campaign
effect my bottom-line?
– Clicks back to the website
– Leads to your product
– Time spent on site
– Reach or # of impressions
@djksar
Landon Consulting

8. Social Strategy for Your Startup
Content Strategy
• What makes good content?
– Engaging
– Digestible
– Relates to your audience
– Shareable
– Real-Time
Top 5 Tips on Creating a Real-Time Engagement Strategy - http://slidesha.re/LzhYpN
@djksar
Landon Consulting

9. Social Strategy for Your Startup
Content Strategy
Engaging
=
sparking positive
relevant
conversation
@djksar
Landon Consulting

10. Social Strategy for Your Startup
Content Strategy
Digestible
=
Easily Consumable
Short
Call to Action
Argyle Social - http://bit.ly/LzhsrW
@djksar
Landon Consulting

11. Social Strategy for Your Startup
Content Strategy
Relates to your
audience
=
Higher
Click-thru
@djksar
Landon Consulting

12. Social Strategy for Your Startup
Content Strategy
Shareable
=
Viral
“Start”
@djksar
Landon Consulting

13. Social Strategy for Your Startup
Content Strategy
Challenges
Time
Solution
Solution:
Streamline process & content
format
Skills
Expertise
@djksar
Hire the best copywriter you
can find
Become an expert and follow
the influencers
Landon Consulting

14. Social Strategy for Your Startup
Engagement & Analytics Tools
• What features you need in tools
– Manage multiple accounts
– Analysis tools
– Trending data
– Native mobile apps
– Employee collaboration
Hootsuite.com or SproutSocial.com
@djksar
Landon Consulting

15. Social Strategy for Your Startup
Your Personal Brand
• Should I be tweeting? Blogging? Answering
questions on Quora? Yes, Yes and YES
• Show your expertise, honesty and authenticity
• Being part of a community takes time and
effort
http://www.quora.com/What-makes-a-good-personal-brand
@djksar
Landon Consulting

16. Social Strategy for Your Startup
Empowering Employees
• Internally evangelize social media strategy,
campaigns and content for your employees to
share
• You be surprised who has the bigger social
influence: your brand or your employees
GaggleAMP.com
@djksar
Landon Consulting

17. Social Strategy for Your Startup
Hiring the Right People
• Research each employee’s social footprint
• Train every employee with social media best
practices
• Hire the right agency or consultant that can
meet your goals
@djksar
Landon Consulting

18. Social Strategy for Your Startup
Q&A
Tweet your questions to @djksar
or
Email rksar@landonc.com
@djksar
Landon Consulting