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Developing a Social Media Strategy
Ron Jones President Symetri Internet Marketing
rjones@symetri.com twitter.com/Ron_Jones linkedin.com/in/ronjonesjr
Instructor Led SEM Trainer and Consultant SEW Expert Columnist – SEM 101, SEM.edu
SEMPO Institute Author
What is Social Media?
“Social media essentially is a category of online media where people are
talking, participating, sharing, networking, and bookmarking online. Most
social media services encourage discussion, feedback, opinions, voting,
comments, and sharing of information from all interested parties.”
Control shifting to Consumers
Shifting Control
Institutions Consumers
Approach is different than traditional marketing
Social Media….Is Growing
45% of adult Internet users have created content online
1.6 million blog posts per day
77% of internet users think blogs are good way to get info
YouTube has 314 million users, 54% log in weekly or more
Facebook has 500+ million users, more than 50% of whom log in daily
67% of consumers say best source for advice on products and services are
other consumers
Case Studies: Dell Ideastorm
Started a site called IdeaStorm
Dominos Pizza – YouTube debacle
What is Social News
What is Social Sharing
What are Social Networking
What is Social Bookmarking
Mining the Universe
How Do You Make Sense of All The Chatter?
Social Media Strategy
• Conversation Mining
• Identify Key Influential's
• Topics, Tone
• Competition
Listen
• Blogs
• Social Networks
• Viral Campaigns
Engage
• Traffic
• Engagement
• Sales/Leads
• Leads
• Awareness
Measure
Access and Course Correct
Research and Listen
Foundation for a social media program
Find key influencers – who is leading the conversation
and follow them
Listen to customers, prospects and influencers
What are people saying about your company, your
competition and your industry
What are your customers wants and needs
Identify opportunities
Listen: Resources
Find where and what people are talking online and what they are saying
• Technorati - www.technorati.com & s.technorati.com
• Google Blog Search - http://blogsearch.google.com/
• Social Mention - http://socialmention.com/
• Delicious – www.delicious.com (search for popular posts with keywords)
• Twitter Grader (search) http://twitter.grader.com/search
• Tweet Reach - http://tweetreach.com/
• Wefollow – www.wefollow.com (find followers and Influentials)
• Board Reader - http://boardreader.com/
• Board Tracker - http://www.boardtracker.com/
Identify Goals and Objectives
Help support your SEO and/or PPC campaign
Monitor brand reputation
Build brand awareness and how people view your brand
Get closer to your customers, learn about their wants and needs
A way to support your customers and clients
Drive more traffic to your website
Promotional vehicle
Increase sales
Develop your Plan
Passive or active approach
Leverage Influentials
Establish a leadership role and take a stand on an issue
Include metrics for success
Which social media tools will you use
Engage using Social Media Tools
Social News - Sites like Digg, Sphinn, Newsvine, and BallHype let you read
about news topics and then vote and/or comment on the articles. Articles
with more votes get promoted to a more prominent position.
Social Sharing - Sites like Flickr, Snapfish, and YouTube let you create,
upload, and share videos or photos with others.
Social Networks - Sites like Facebook, LinkedIn, MySpace, and Twitter
allow you to find and link to other people.
Social Bookmarking - Sites like Delicious, Faves, StumbleUpon, BlogMarks
and Diigo allow you to find and bookmark sites and information of interest.
Measure
Measurement is a critical component to the social media equation. It is
important to outline your goals and then setup metrics to review goal
performance. Without this important step you will be flying blindly.
What to Measure:
• Traffic
• Engagement
• Sales/Leads
• Awareness
• Mentions
Measuring and Monitoring Tools
Google Analytics – http://analytics.google.com (free)
Social Mention – www.socialmention.com (free)
Scoutlab – www.scoutlab.com ($100 per month)
Trackur – www.trackur.com ($18 - $197 per month)
Techrigy SM2 – http://sm2.techrigy.com/ ($600 per month)
Radian6 – www.radian6.com ($600 per month)
Case Study: Will It Blend?
You Tube Video
• iPhones, Glow Sticks,
Marbles, Halo Game, etc.
• 4.6 Stars out of 5 (18,178
Ratings)
• 12,197 Comments
• 6 Million views in 5 days
• Sales grew to 500%
Case Study: Location based Search
http://mashable.com/guidebook/facebook/
Closing Tips
Use your real name – be transparent
• A conversation is made up of real people
talking to real people
Offer something of Value
• 10-1 Rule – Offer 10 items of value to 1
shameless plug
Be prepared to post regularly, be consistent,
be committed
Developing a Social Media Strategy
Ron Jones President Symetri Internet Marketing
rjones@symetri.com twitter.com/Ron_Jones linkedin.com/in/ronjonesjr
Instructor Led SEM Trainer and Consultant SEW Expert Columnist – SEM 101, SEM.edu
SEMPO Institute Author
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