Getting Started in 5 Easy Steps

Heather WhalingGeben Communicationgebencommunication.comprTini.com (blog)twitter.com/prTinilinkedin.com/in/heatherwhaling

Creating a Social Media Strategy

What are we talking about?

Social media isn’t:• Traditional

marketing “digitized”• Quick sales• Free• Stand alone

Social media is:• Insightful• Conversational • Strategic• Valuable … when

done correctly

58% 60% 62% 64% 66% 68% 70% 72% 74%

% of respondents

After interacting with companies or brands via new media, I generally have amore positive impression of the company/brand

I feel a stronger connection with a company/brand if I can interact with it ina new media environment

I feel better served by companies/brands when I can have a conversationwith them in a new media environment.

When one of my friends interacts with a company/brand via new media, itimproves my opinion of that company/brand

Consumer Attitudes & New Media Interaction

Social Media Trends

• 17% of online time is spent on social networks

• In 2010, 50% of marketers (read: your competition) will incorporate social media

• Top 5 marketing tactics increasing in 2010:– Social media (75%)– Web search/SEO (51%)– Email campaigns (49%)– Virtual events (48%)– Online advertising (28%)

Photo Credit: First Monday, Orlando Chamber of Commerce

Be Strategic

Step 1: Create measurable goalsStep 2: Research and listenStep 3: Develop a networkStep 4: Integrate online and offlineStep 5: Measure ROI and ROE

Step 1: Create Measurable Goals

Specific

Measurable

Attainable

Realistic

Time-sensitive

Photo credit: Knickerstwist

Step 2: Research and Listen

• Who are you trying to reach? How are they using social media?– Surveys, polls, focus groups– What are people saying?– Where are they saying it?

• Pay attention to review sites (like Yelp)• Listen, listen, listen

Case Study: First Mariner

Bank

Step 3: Develop a Network

Choose the right tools

Start interacting

Create interesting content

Focus on strategy

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are needed to see this picture.

Cultivate influencers

Promote others

Be creative

Share, share, share

Step 4: Integrate Online and Offline

• Cross-promote content• Balance traditional communication

and social media• Enhance media relations

– Talk to reporters on social networks– HARO and Pitch with Me– Distribute social media releases

• Use offline tools to drive online efforts … and visa versa

Case Study: Geben Gives

Case Study: Geben Gives

Step 5: Measure ROI and ROE

• Return on Insight = The New ROI• Return on Engagement

– Twitter followers, lists, retweets and link open-rates

– Blog comments, traffic, inbound links– Facebook fans, wall posts and comments– YouTube ratings, embeds on other sites

• Measuring influence requires research

“Planning without action is futile, action without planning is fatal.”

Heather WhalingGeben Communication

gebencommunication.comprTini.com (blog)twitter.com/prTini

linkedin.com/in/heatherwhaling