Building Social Media Strategy

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Week 6 Lecture Notes for Social Media Marketing Class. Some of the content adapted from "The Social Media Bible" by Lon Safko

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  • 1.social media marketingbiola university | week 6charles lee

2. The 4 Pillars of Social Media Strategy by Lon Sa)ko & David K. Brake Communication Collaboration Education Entertainment 3. The 4 Pillars of Social Media Strategy by Lon Sa)ko & David K. Brake Communication What are you really communicating? Audience Perception Metrics Strategy 4. The 4 Pillars of Social Media Strategy by Lon Sa)ko & David K. Brake Collaboration Current Tools for Collaboration SM Tools for Collaboration Community Managers Rules of Engagement Inside/Outside Collaboration 5. The 4 Pillars of Social Media Strategy by Lon Sa)ko & David K. Brake Education Educating Internal/External Audience Mutual Education/Contributing to Field SM Tools for Education Blogging, Hashtags, & Share 6. The 4 Pillars of Social Media Strategy by Lon Sa)ko & David K. Brake Entertainment Entertaining vs. Funny Role of Videos & Photos Know Your Audience 7. Control vs. InNluence 8. Keys to Creating Community for Business Needs of the Company vs. Needs of the Community Unique Content & Scalability Strong vs. Large Management vs. Facilitation Boundaries & Access 9. 5 Kinds of Social Media Communities by Lon Sa)ko & David K. Brake Metropolis Communities (e.g., Facebook & Myspace) AfNinity Communities (e.g., NPR) Intracompany Communities Vertical Communities (Niche) Horizontal Communities (Cross-pollenating of Expertise) 10. Questions to Ask for Faciliating Communities adpated from Lon Sa)ko & David K. Brake What functions & features do we have available? What will it cost to build & facilitate? Internal or Outsource? How long will it take to launch? What tools are competitors using & why? 11. Tips for Faciliating Communitiesadpated from Lon Sa)ko & David K. Brake Appoint a Community Facilitator Identify Community Evangelists Align Content with Community Needs Encourage User-Generated Content & Platform Great Ideas Think Long Term Over Short Term Successes 12. Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake ACCESS Model (Created by Content Connetions): Audience Concept Competition Execution Social Media Sales Viability 13. Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake ACCESS Model: AUDIENCE Identifying Audience Demonstrated Behaviors Self-Reported Behaviors Attitudes, Values, & Beliefs Needs & Preferences Demographic Data Extended Networks & Orgs InNluencers & Promoters Creating Audience Archetypes 14. Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake ACCESS Model: CONCEPT Clarifying the Concept Moving from Concept to Statement Test & Validation 15. Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake ACCESS Model: COMPETITION Difference Between Knowing & Understanding Competition Commitment to Learning & the Good News of Social Media Rating & Noting 16. Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake ACCESS Model: EXECUTION Common Methods: Get it Out There Careful Aim The Third Theory Transparent Process 17. Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake ACCESS Model: SOCIAL MEDIA 100 Word Concept Statement Samples of Execution Attitude, Value, & Belief Related to Concept Demographics Engagement Crowd Sourcing 18. Developing a Strategic Planadpated from Lon Sa)ko & David K. Brake ACCESS Model: SALES VIABILITY What are you selling? Revenue Models: Products, Services, & Info Advertising & Sponsorship Transactions or Commissions Subscriptions Freemium SaaS (Software as a Service/Apps) 19. Developing a Social Media Stategyadpated from Lon Sa)ko & David K. Brake Think 12 Months Determine Tools to Focus On Engage Your Employees Get Closer to Customers & Prospects Think Like a Publisher Create a Community Measure Whats Most Important 20. social media marketingbiola university | week 7charles lee