Being social jjacobs
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The document provides guidance on developing an effective social media strategy. It recommends defining objectives aligned with business goals, determining which platforms are most appropriate, and creating a strategic plan with analyses, timelines, and responsibilities. It also stresses the importance of defining success metrics and regularly reviewing performance to ensure the strategy continues to meet its objectives.
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Being social jjacobs
- 1. doing social Execution & Strategy for Being Social Joanne Jacobs Social Media Expert Consultant Email: [email protected] Twitter: joannejacobs Phone: (+44) 07948 318 298
- 2. Index Why? Strategy Objectives Where? Which social media What? Basics of Strategic planning Who? Manning a social media strategy How and When? Metrics, review scheduling Further advice
- 3. WHY?
- 4. Why? Strategy objectives What are our social media objectives? What does success and failure look like? How does this fit with overall business strategy
- 5. Why? What are our social media objectives? Why are we using social tools? Image Source: http://www.flickr.com/photos/extranoise/350901033 /
- 6. Why? What does success look like? What does failure look like? Image Sources: http://failblog.org/2010/03/03/slide-fail-3/ and http://succeedblog.org/post/428832053/rainbow-shutters-succeed
- 7. Why? How does social fit in with the overall business strategy? Image Source: http://www.flickr.com/photos/pshan427/2331162310/
- 8. WHERE?
- 9. Where? Which social media? FB: sustaining existing networks LinkedIn: corporate audience Twitter: low barrier to participation 2 nd Life: high entry barrier What devices are being used? Netbooks Smart phones Internet-integrated HDTVs
- 10. Where? Which social media tools? Image Source: http://www.flickr.com/photos/webtreatsetc/4091128553/
- 11. Where? What about virtual worlds? Image Source: http://www.flickr.com/photos/hiperia3d/2921668129/
- 12. Where? What devices? Image Source: http://www.flickr.com/photos/kerryvaughan/3195272449/
- 13. WHAT?
- 14. What? Strategic plan components Vision/Mission Market analysis (Social status quo) SWOT (Opportunities analysis) 5 Forces (Supplier analysis) PEST (outside forces) Show how this fits with overall biz strategy
- 15. What? What does a strategic plan involve? Image Source: http://thebasicsofbusiness.com/images/dilbert%20strategy%20cartoon.jpg
- 16. What? Analyses Image Source: http://www.flickr.com/photos/lumaxart/2136954043/ SWOT 5-Forces PEST
- 17. What? Timelines and Responsibilities Image Source: http://www.flickr.com/photos/chanceprojects/4387500299/
- 18. WHO? Yes this really IS important
- 19. Who? Role based responsibilities Listeners Researchers Writers Responders Don’t assume ‘young’ = ‘digital native’ or right person for the job
- 20. Who? Digital Native ≠ Best Communicator Image Source: http://www.marketingpilgrim.com/wp-content/uploads/2009/06/habitatuk-twitter-search-hasthtags1.jpg
- 21. Who? Listeners Researchers Image Sources: http://www.flickr.com/photos/renneville/3202443193/ and http://autocompleteme.com/2010/03/16/funny-autocompletes-some-useful-advice/
- 22. Who? Writers Service & Support Image Source: http://www.flickr.com/photos/laffy4k/441037582/ and http://twitter.com/ajgaskin/statuses/10564778429
- 23. HOW AND WHEN?
- 24. How and When? Metrics Aligned with strategy Don’t waste time measuring things you don’t need Don’t assume followers, brand recall = conversions/sales When to review strategy/performance criteria
- 25. How and When? What are we measuring? Image Source: http://www.flickr.com/photos/kevingessner/3467725637/
- 26. How and When? Followers ≠ Sales OR Brand Awareness Image Source: http://www.purchasetwitterfriends.com/
- 27. How and When? When should we review strategy? How often should we review it? Image Source: http://www.flickr.com/photos/kio/61959361/
- 28. FURTHER ADVICE
- 29. Further advice Tech blogs Metrics companies (Eg: Trovis, Commetrics) Social media professionals groups (Eg: Tuttle) Image Source: http://www.techcrunch.com/ , http://mashable.com/ and http://www.readwriteweb.com/
- 30. Further advice AVOID: Social Media 'Experts' who have only been involved in the sector for less than 2 years. Image Source: http://www.google.com/
- 31. Further advice Joanne Jacobs Social Media Expert Consultant Email: [email protected] Blog: http://joannejacobs.net/ Twitter: joannejacobs Skype: bgsbjj Skype-in: (+44) 0208 144 9348 Mob: (+44) 07948 318 298