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Creating Winning Social Media Strategies in 8 Steps

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Jay Baer
Jay Baer

The 8 step social media strategic planning process from Jay Baer and Convince & Convert, used with major corporations and agencies world-wide.

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@jaybaer #esto12 Why Before How: Creating Social Media Strategic Plans in 8 Steps
@jaybaer #esto12 the tools always change 60 45 30 15 share of search 0 1999
@jaybaer #esto12 OL S! ON TO SING FOCU TO P S
@jaybaer #esto12 focus on how to be SOCIAL worry less about how to do SOCIAL MEDIA.
@jaybaer #esto12 SOCIAL MEDIA is now the most popular online activity WHY?
@jaybaer #esto12
@jaybaer #esto12 Control Over Personal Relationships
@jaybaer #esto12 Control Over Business Relationships
@jaybaer #esto12 TECHNOLOGY FORCES ADAPTATION
@jaybaer #esto12 telephone
@jaybaer #esto12 fax
@jaybaer #esto12 web
@jaybaer #esto12 email
@jaybaer #esto12 We’ve changed our business to respond to each of these shifts, but not to social media.
@jaybaer #esto12
@jaybaer #esto12 Social Media Strategy 8 step process
1 @jaybaer #esto12 build an ark
@jaybaer #esto12 DO NOT CREATE COMMITTEES AT BAYONET POINT
@jaybaer #esto12 gather data Customer Characteristics Current Social Metrics (if any) Web Metrics Business Metrics
2 @jaybaer #esto12 listen & compare
@jaybaer #esto12 easier with software
#esto12 Listening Queries What’s Being Said About Us? What’s Being Said About Topics of Interest? What’s Our Sentiment? Who’s Saying It? Where Are They Saying It?
@jaybaer #esto12 Competitor Analysis
@jaybaer #esto12 pick one. 3 awareness? what’s the sales? point? loyalty?
@jaybaer #esto12 Repeat/ Unaware Aware Trial Advocate Enthusiast
@jaybaer #esto12 ADVOCACY AWARENESS
@jaybaer #esto12 If You Try to Accomplish Everything in Social Media, You’ll Accomplish Nothing.
@jaybaer #esto12 4 success metrics
@jaybaer #esto12 The goal isn't to be good at social media, the goal is to be good at business because of social media.
@jaybaer #esto12 Whatever you're trying to accomplish dictates how and what you measure. Awareness Sales Advocacy
@jaybaer #esto12 Measure Behavior not just Data
@jaybaer #esto12 Weak Metric: Stronger Metric: Number of Facebook Engagement Rate Facebook fans
Affinity + Weight + Recency = Facebook Visibility
@jaybaer #esto12 Weak Metric: Stronger Metric: Social Mentions Desired Web Behaviors Among Visitors From Social
@jaybaer #esto12 Weak Metric: Stronger Metric: Number of Clicks Offers Redeemed
@jaybaer #esto12
@jaybaer #esto12 JUST BECAUSE EVERYTHING IS MEASURABLE DOESN’T MEAN YOU SHOULD MEASURE EVERYTHING
@jaybaer #esto12 5 analyze audience
@jaybaer #esto12 Use Research & Personas to Model Name: Name: John Doe Jane Doe Gender: Gender: Male Female Age: Age: 24 23 Hometown: Hometown: NYC NYC
Customer Sleuthing
@jaybaer #esto12 Age / Gender / Geography Who Are They? How Do They Use Social Media?
@jaybaer #esto12 creators 24%
@jaybaer #esto12 conversationalists 33%
@jaybaer #esto12 critics 37%
@jaybaer #esto12 collectors 20%
@jaybaer #esto12 joiners 59%
@jaybaer #esto12 spectators 70%
@jaybaer #esto12 inactives 17%
@jaybaer #esto12 1,961 300
@jaybaer #esto12 Give Your Audience Appropriate Social Media Assignments CREATORS 18-24 41% 45-54 14%
@jaybaer #esto12 6 what’s your one thing?
@jaybaer #esto12 Passion, Not Features innovation magic safety service You ?????
If everyone has a SPECIAL OFFER yours isn’t that special
@jaybaer #esto12
Creating Winning Social Media Strategies in 8 Steps
@jaybaer #esto12 7 engagement & humanization
@jaybaer #esto12 social media IS ABOUT PEOPLE not logos.
@jaybaer #esto12
@jaybaer #esto12 be a person
@jaybaer #esto12
@jaybaer #esto12 Harvest stories about your destination & visitors These visitors Storytelling create more stories humanizes for harvesting destination Kinship drives Humanization visits from new & creates kinship previous travelers Social Media Success Process
@jaybaer #esto12 8 channel plan
@jaybaer #esto12 Social Media Home Base & Outposts
@jaybaer #esto12 Social Media Detective
Johnny Don’t Read
@jaybaer #esto12 what is your VISUAL EXECUTION PLAN?
@jaybaer #esto12 digital DANDELION
@jaybaer #esto12
@jaybaer #esto12
@jaybaer #esto12 EVERY CHANNEL YOU ADD IS A COST FIRST, AND THEN MAYBE A BENEFIT
@jaybaer #esto12 8 Steps: Refresher Course build an ark 1 listen & compare 2 what’s the point? 3 success metrics 4 analyze audience 5 what’s your one thing? 6 engagement & humanization 7 channel plan 8
@jaybaer #esto12 focus on how to be SOCIAL worry less about how to do SOCIAL MEDIA.
Jay Baer Convince & Convert jaybaer.com/ESTO

More Related Content

Creating Winning Social Media Strategies in 8 Steps

  • 1. @jaybaer #esto12 Why Before How: Creating Social Media Strategic Plans in 8 Steps
  • 2. @jaybaer #esto12 the tools always change 60 45 30 15 share of search 0 1999
  • 3. @jaybaer #esto12 OL S! ON TO SING FOCU TO P S
  • 4. @jaybaer #esto12 focus on how to be SOCIAL worry less about how to do SOCIAL MEDIA.
  • 5. @jaybaer #esto12 SOCIAL MEDIA is now the most popular online activity WHY?
  • 6. @jaybaer #esto12
  • 7. @jaybaer #esto12 Control Over Personal Relationships
  • 8. @jaybaer #esto12 Control Over Business Relationships
  • 9. @jaybaer #esto12 TECHNOLOGY FORCES ADAPTATION
  • 10. @jaybaer #esto12 telephone
  • 11. @jaybaer #esto12 fax
  • 12. @jaybaer #esto12 web
  • 13. @jaybaer #esto12 email
  • 14. @jaybaer #esto12 We’ve changed our business to respond to each of these shifts, but not to social media.
  • 15. @jaybaer #esto12
  • 16. @jaybaer #esto12 Social Media Strategy 8 step process
  • 17. 1 @jaybaer #esto12 build an ark
  • 18. @jaybaer #esto12 DO NOT CREATE COMMITTEES AT BAYONET POINT
  • 19. @jaybaer #esto12 gather data Customer Characteristics Current Social Metrics (if any) Web Metrics Business Metrics
  • 20. 2 @jaybaer #esto12 listen & compare
  • 21. @jaybaer #esto12 easier with software
  • 22. #esto12 Listening Queries What’s Being Said About Us? What’s Being Said About Topics of Interest? What’s Our Sentiment? Who’s Saying It? Where Are They Saying It?
  • 23. @jaybaer #esto12 Competitor Analysis
  • 24. @jaybaer #esto12 pick one. 3 awareness? what’s the sales? point? loyalty?
  • 25. @jaybaer #esto12 Repeat/ Unaware Aware Trial Advocate Enthusiast
  • 26. @jaybaer #esto12 ADVOCACY AWARENESS
  • 27. @jaybaer #esto12 If You Try to Accomplish Everything in Social Media, You’ll Accomplish Nothing.
  • 28. @jaybaer #esto12 4 success metrics
  • 29. @jaybaer #esto12 The goal isn't to be good at social media, the goal is to be good at business because of social media.
  • 30. @jaybaer #esto12 Whatever you're trying to accomplish dictates how and what you measure. Awareness Sales Advocacy
  • 31. @jaybaer #esto12 Measure Behavior not just Data
  • 32. @jaybaer #esto12 Weak Metric: Stronger Metric: Number of Facebook Engagement Rate Facebook fans
  • 33. Affinity + Weight + Recency = Facebook Visibility
  • 34. @jaybaer #esto12 Weak Metric: Stronger Metric: Social Mentions Desired Web Behaviors Among Visitors From Social
  • 35. @jaybaer #esto12 Weak Metric: Stronger Metric: Number of Clicks Offers Redeemed
  • 36. @jaybaer #esto12
  • 37. @jaybaer #esto12 JUST BECAUSE EVERYTHING IS MEASURABLE DOESN’T MEAN YOU SHOULD MEASURE EVERYTHING
  • 38. @jaybaer #esto12 5 analyze audience
  • 39. @jaybaer #esto12 Use Research & Personas to Model Name: Name: John Doe Jane Doe Gender: Gender: Male Female Age: Age: 24 23 Hometown: Hometown: NYC NYC
  • 41. @jaybaer #esto12 Age / Gender / Geography Who Are They? How Do They Use Social Media?
  • 42. @jaybaer #esto12 creators 24%
  • 43. @jaybaer #esto12 conversationalists 33%
  • 44. @jaybaer #esto12 critics 37%
  • 45. @jaybaer #esto12 collectors 20%
  • 46. @jaybaer #esto12 joiners 59%
  • 47. @jaybaer #esto12 spectators 70%
  • 48. @jaybaer #esto12 inactives 17%
  • 49. @jaybaer #esto12 1,961 300
  • 50. @jaybaer #esto12 Give Your Audience Appropriate Social Media Assignments CREATORS 18-24 41% 45-54 14%
  • 51. @jaybaer #esto12 6 what’s your one thing?
  • 52. @jaybaer #esto12 Passion, Not Features innovation magic safety service You ?????
  • 53. If everyone has a SPECIAL OFFER yours isn’t that special
  • 54. @jaybaer #esto12
  • 56. @jaybaer #esto12 7 engagement & humanization
  • 57. @jaybaer #esto12 social media IS ABOUT PEOPLE not logos.
  • 58. @jaybaer #esto12
  • 59. @jaybaer #esto12 be a person
  • 60. @jaybaer #esto12
  • 61. @jaybaer #esto12 Harvest stories about your destination & visitors These visitors Storytelling create more stories humanizes for harvesting destination Kinship drives Humanization visits from new & creates kinship previous travelers Social Media Success Process
  • 62. @jaybaer #esto12 8 channel plan
  • 63. @jaybaer #esto12 Social Media Home Base & Outposts
  • 64. @jaybaer #esto12 Social Media Detective
  • 66. @jaybaer #esto12 what is your VISUAL EXECUTION PLAN?
  • 67. @jaybaer #esto12 digital DANDELION
  • 68. @jaybaer #esto12
  • 69. @jaybaer #esto12
  • 70. @jaybaer #esto12 EVERY CHANNEL YOU ADD IS A COST FIRST, AND THEN MAYBE A BENEFIT
  • 71. @jaybaer #esto12 8 Steps: Refresher Course build an ark 1 listen & compare 2 what’s the point? 3 success metrics 4 analyze audience 5 what’s your one thing? 6 engagement & humanization 7 channel plan 8
  • 72. @jaybaer #esto12 focus on how to be SOCIAL worry less about how to do SOCIAL MEDIA.
  • 73. Jay Baer Convince & Convert jaybaer.com/ESTO