Jim Tobin – Ignite Social Media
Avoid the Spelling errors, I will come back to re-edit!
No one ever got rich from Facebook Fans.
What is Social Media?
Monitoring
Publishing
Social Networking
Microblogging
Widgets – I’ve got to get people to see this, and put it on their own site.
Collaboration
Photosharing
Video Sharing
Personal Broadcasting Tools
Virtual Worlds – Think naturally of second life. “Club Penguin” – 80% of online sales will be based on the experience online.
Social Commerce
LBSs
Social Bookmarking and news aggregation.
You can’t do ROI – focus on Return on Engagement, if you’re not getting a return, do something else.
Questions you should ask yourself
What do you want to gain from a social media plan
What does your business offer that people are likely to want to discuss
What’s your current business model and how can social impact them?
Do they sell trough e-commerce, retail stores, third parties, OEMs?
Forrester’s POST Methodology
People: Who are you trying to target, and why do they care?
Objectives: What are you trying to Accomplish?
Strategies: Define how you will accomplish this through social media.
technologies Look into technologies that fit.
The Ignite Method of Social Media Strategy
* Step 1 – Discovery
* Getting up to speed
* Step 2: Community Analysis
* Conduct a deep dive into the social space, uncovering where target audiences are active, how they interact, etc. Complete review of current social media efforts and competitors.
* Step 3: Goal Setting
* Objectives chosen for SM activities, Metrics, Foundations for measurement
* Step 4: Engagement plan
* Detailed plan and set of recommendations on SM tactics, resources, timelines and budgets that support business and mkt obj.
* You cannot write plans saying hey this is cool lets do it, there are things you cant do unless you wanna spend $1M
* Step 5: Metrics and Measurement Strategy
* We agree on how obj wil be measured and what goals will be assigned and reported on and what long-term monitoring needs are.
* Step 6: Implementation/Training
* Develop assets, train specific teams, put plans in motion, and provide ongoing support.
Channel Analysis
* What Channels are currently being used by the brand?
* Do they serve an clear social media needs for both the brand and an audience?
* Are the resources in place to support all the current channels?
Previous campaign analysis
Benefits? Weakpoints?
How does SEO support the campaign and or how does the brand improve its SEO because of the campaign.
Competitive Analysis
Who?
Audience Analysis
* Who is the target audience for the SM plan?
* What can we learn about the target audience so far?
* Which networks are they on?
* What are their social behaviors?
* What do they believe/watch/do that’s different than non-targets?
* What do they want from the brand?
Social Strategy (Engagement Plan)
Strategy refers to a plan of action designed to achieve a particular goal.
This is where all of the information from the community analysis is used to make a roadmap for the client to use social media to succeed.
Channel Strategy
What channels will be used to implement the plan?
Refer back to the audience analysis – where is your target audience and how can you effectively engage them?
Which channels are the brand ready to support (content and resources)?
Campaign Development
What sort of campaigns fit the client’s needs?
Will they be audience specific?
Event Specific?
Specific to diff. prods or prod. lanuches?
How will these campaigns be measured?
How do they support the larger business objectives?
Measurement
What sort of conversation will take place?
Frequency? Keywords? Escalation paths?
What programs will be used to monitor? To measure success?
What are the measurable and actionable goals that the social medi aplan will be working towards?
What are the kpi’s
What are the goals?
Price tags
Things to take into consideration when creating a price tag?
The technical architecture
How much content creation will be involved
How often updates need to be made
What sort of social media optimization will be involved
How frequently channels are updated, monitored, replied to
Ho much it will cost to do the analytics and monitoring of the plan.
