strategic approaches to social Media

1. strategic approaches to social Media Framing Social Media for clients and frameworks for planning

2. Due Today • Chapter 1 & 2 of the Groundswell and responses on your blog • 3 Examples of Social Media Policies

3. Social Media Policy • PEOPLE + RULES + GUIDELINES • A social media policy is a dynamic document that sets the guidelines for online engagement for designated or defined people within an organization, business or institution. It should reflect the company or client culture & values, anticipate audience engagement, prevent and respond to communications crisis through the social web.

4. Framing Social Media for Clients • How do your clients understand social media? • It’s not about the tools. It’s about the relationships you build. • As a strategist, you are working as a problem solver for your client

7. Problem Solving • Identify the problem first • Assess the situation • Develop a plan of action • Acquire the tools to fix the problem • Execute your plan • Test your results

8. Social Media & PR • Develop your own philosophy and use metaphors to provide contexts

10. Prepare your Clients for Social Media • Know what to wear: Prepare your message and define channels of communications based on the social situation. • Know who you want to engage: Understand the difference between key social influencers, niche groups and their roles. • Interact with audiences: Audience communication involves both listening and conversing. • Develop relationships: It’s not all about a popularity content, it’s about engagement and developing meaningful relationships with audiences. • Develop and nurture your influence through engagement and relationship building.

11. The Social Technographics profile • Knowing who to engage and where…

12. The Social Technographics profile { { { Most Influential Organizers The Majority • Creators • Conversationalists • Critics • Collectors • Joiners • Spectators • Inactives Requires more time and knowledge of tools http://empowered.forrester.com/tool_consumer.html

13. The Social Technographics profile

14. 5 Steps for developing your social media plan: P-O-S-T-A • People • Objectives & Goals • Strategy • Tools & Tactics • Adapt & Analysze

15. 5 Steps for developing your social media plan: P-O-S-T-A • People • Who do you want to engage? • What are they ready for? • Where are they? • What are they doing? • What are they talking about?

16. 5 Steps for developing your social media plan: P-O-S-T-A • Objectives • What do you want to accomplish? • What are the steps?

17. 5 Steps for developing your social media plan: P-O-S-T-A • Strategy • What will change if you are successful with your objectives and goals? • How will your public relations change? • What will be your path? • How will you get there? • What are the steps?

18. 5 Steps for developing your social media plan: P-O-S-T-A • Tools & Tactics • What platforms will you use? • How will you use them? • How will you prioritize them? • What will be achieved?

19. 5 Steps for developing your social media plan: P-O-S-T-A • Adapt & Analyze • What are the indicators of success? • What are your metrics? • What are you trying to measure? • What needs to change? • What are your next steps?

20. 5 key social media objectives Embracing Building authority Supporting Allowing supporters to help each other Energize Rallying key supporters towards an action or cause tools Talk Building relationships by creating and participating in conversations--direct engagement Listen Collecting info and insights through conversations time

21. Q: How do we determine our objectives & Strategies? • A: By determining our client’s business goals BUSINESS GOALS Research Marketing Sales Support Development SOCIAL OBJECTIVES Listening Talking Energizing Supporting Embracing SOCIAL STRATEGIES Monitoring Conversing Rallying Sustaining Nurturing

23. Q: How do we determine Specimen’s Social Media objectives & Strategies? • A: By asking Ian about his goals business goals BUSINESS GOALS Research Marketing Sales Support Development SOCIAL OBJECTIVES Listening Talking Energizing Supporting Embracing SOCIAL STRATEGIES Monitoring Conversing Rallying Sustaining Nurturing

24. Tools & Tactics Objectives & Goals Adapt & Analysis People Strategy Business Goal: To increase sales of current product on the market Social Media Objective: ?

25. REview • Understand your client’s perspective and provide a framework for social media • Develop your own philosophy and use metaphors to help communicate your ideas about social media • Social Technographics Profiles help you determine who and how you will engage with online audiences • The P-O-S-T-A 5 Step Method will help you begin creating a social media plan • Understand that your plan begins with your client’s business goal and can be mapped out using the 5 key social media objectives and strategies.

26. Homework Assignments • Due Next Week: • Read Chapter 3 of the Groundswell and provide a response on your own blog. Email me the link to your response • Complete your Client Agreement Form • Due Today: • Blog Response to Chapters 1 & 2 • 3 Examples of Social Media Policies