An in-depth overview of the steps to take in order to start using social media strategically and effectively for business purposes.

1. COLDWATER SOCIAL MEDIA SEMINAR:
TAKING YOUR BUSINESS TO THE NEXT LEVEL
WITH SOCIAL MEDIA
NIKKI LITTLE | IDENTITYPR.COM | @NIKKI_LITTLE

2. WHAT WE’LL DISCUSS:
o Current stats
o Good and bad examples of companies using social
media
o Planning process – internal and external
o How to use social media for business strategically and
effectively
o Tools and platforms
o Strategies/resources for coming up with content
o How to grow your company’s presence online
o Measuring success
o Where social media is going in the future
o Q&A

3. There are more than 1
billion people on
Facebook. (Facebook)

4. 30% of the world’s entire
population is online, with
users spending 22% of
time on social networks.
(MindJumpers)

5. Companies that blog
have 434% more
indexed pages. (Search
Engine Journal)

6. LinkedIn generates more
leads for B2B companies
than Facebook, Twitter
and blogs. (Social Media
B2B)

7. SOCIAL MEDIA USE FOR
BUSINESS IS ON THE RISE, BUT…

8. COMPANIES STILL STRUGGLE WITH
HOW TO USE IT STRATEGICALLY &
EFFECTIVELY

9. DON’T START A SOCIAL
PROGRAM WITHOUT FIRST
SETTING GOALS!

10. SOCIAL MEDIA SHOULD NOT
OPERATE IN ITS OWN BUCKET

11. COMPANIES DOING A
GREAT JOB WITH SOCIAL
MEDIA…

12. BIGGBY COFFEE

13. GARDEN FRESH GOURMET

14. COMPUWARE

15. HERMAN MILLER

16. COMPANIES MAKING
SOCIAL MEDIA/ONLINE
MISTAKES…

17. NO RESPONSE TO COMPLAINTS

18. TOO MUCH SELF PROMOTION & SYNCING
TWITTER WITH FACEBOOK

19. WRITING ONLY FOR SEO & DIRECTING
PEOPLE TO NON-WORKING SITE

20. THE SOCIAL MEDIA PLANNING
PROCESS

21. SOCIAL MEDIA PLANNING – INTERNAL
o Get leadership approval/support/commitment from day one
o Build your support team – who will help get info you need,
address problems, give approvals?
o Access to existing channels to clean up/edit and website
analytics
o Social media policy and additional guidelines (if needed)
o Determine – encouraging employees to interact on company
social channels?
o Determine strategy for announcing new program to
employees (email, newsletter, meeting, etc.)

22. SOCIAL MEDIA PLANNING – EXTERNAL
o Online audit (what company is doing right/wrong in social media,
website/SEO/online advertising review, where customers are
talking about company online, competitor social media activity
review, opportunities and recommendations for next steps)
o Put monitoring plan in place
o Program plan – Goals and objectives, strategy, tactics, metrics for
success, tools and platforms, voice and tone, personas
o Response flow chart and crisis plan
o Clean up current profiles, build new ones, build editorial
calendars, start populating channels
o Launch strategy – roll out all at once, staggered roll out?

23. USING SOCIAL MEDIA FOR
BUSINESS SUCCESS

24. BEST PRACTICES
o Treat each network separately, no channel syncing!
o Find a way to stand out
o Give specific calls-to-action
o Keep SEO in mind, but write for humans
o Know your customers/audience
o Respond as soon as possible
o Make sure leadership understands what you’re doing
and why and understands the results
o Combine qualitative and quantitative measurements
o Voice online must match company values – don’t try to
be something you’re not
o Respond to the negative comments and complaints,
take offline when appropriate
o Use feedback/insights to improve your business

25. THE TOOLS

26. MONITORING
o Third party Twitter tools like Tweetdeck
and Hootsuite
o Google alerts
o Social Mention
o Newsle
o Addict-o-matic
o Twitter Search
o Google Reader & Flipboard

27. RESEARCH
o Twellow
o StumbleUpon
o Alltop
o Icerocket
o Google News/Blog search

28. PUBLISHING
o Storify
o Slideshare
o Scribd
o WordPress
o Tumblr
o Posterous
o PitchEngine

29. ANALYTICS/TRACKING
o Google Analytics
o Clicky
o Mail Chimp
o Tweetreach
o Viralheat
o Facebook Insights
o Feedblitz
o Google Analytics URL Builder
o Buffer
o Bit.ly

30. ENTERPRISE TOOLS
o Omniture
o Salesforce and Radian6
o Sysomos
o Sprout Social
o Spiral 16
o Social Engage
o ArgyleSocial
o SEOmoz
o Wildfire
o PageLever

31. COMING UP WITH CONTENT –
SOURCES OF INSPIRATION

32. CONTENT SOURCES
o Your customers/clients – What questions are
they asking? What do they care about?
o Your employees
o Keywords that bring people to your site (look
in your analytics program) and AdWords
Keyword Tool
o Multimedia – particularly for Facebook
o Company news and positive media
coverage
o Events
o Your culture

33. CONTENT SOURCES
o LinkedIn Answers, Quora
o News and blogs related to your industry –
build off their content (don’t copy – add
something new)
o Book reviews, recaps of
conferences/events/Webinars/seminars
o Advice, how-tos, list posts –
valuable/helpful information
o Good old Google

34. KNOW YOUR AUDIENCE!

35. HOW TO GROW YOUR
ONLINE PRESENCE

36. OWNED MEDIA
o Blogging
o Website – optimize for SEO
o Company newsroom on website
o Email marketing
o Company newsletter (print, online or email)
o Whitepapers and e-books

37. IDENTITY QUARTERLY
NEWSLETTER

38. VERIZON WIRELESS MIDWEST
AREA BLOG – IDENTITY CLIENT

39. EARNED MEDIA
o Guest blogging and commenting on
relevant blogs
o Media coverage
o Blog coverage
o Speaking opportunities
o Participation in podcasts and webinars

41. PAID MEDIA
o Online advertising (media outlets, websites,
forums)
o Social media advertising – LinkedIn ads,
Facebook ads, Facebook promoted posts,
Twitter promoted posts
o Blog advertising
o Blogger sponsorships
o Event sponsorships

43. MEASURING & PROVING
RESULTS

44. DON’T FALL IN THE ROI
BUZZWORD TRAP – ROI ONLY
APPLIES TO $

45. GREAT ADVICE FROM
JASON FALLS IN “NO
BULLSHIT SOCIAL MEDIA”

46. BUSINESS DRIVERS OF SM MARKETING (AND
WHAT TO MEASURE)
o Enhance branding and awareness
o Protect your reputation
o Enhance public relations
o Build community
o Enhance customer service
o Facilitate research and development
o Drive sales and leads

47. THE FUTURE OF SOCIAL
MEDIA

48. SOCIAL MEDIA IN THE FUTURE
o More convergence with search
o More focus on true integration
o More budget allotted
o Combination of paid, owned and earned media
o Driving smarter business and marketing decisions
o Visuals and images
o Mobile

50. NIKKI LITTLE
Social Media Manager | Identity
@NIKKI_LITTLE
WWW.IDENTITYPR.COM
WWW.IDENTITYPR.COM/BLOG
WWW.NIKKILITTLE.COM

51. Photo Sources:
http://www.flickr.com/photos/36932129@N07/3781127948/
http://www.flickr.com/photos/altimetergroup/7585322178/
http://www.rainbowreaders.com/carols-research/reading-buddy-program
http://www.slice-works.com/sliceblog/2012/01/18/social-media-lessons-learned-planning/
http://www.flickr.com/photos/71812313@N00/85911467/
http://www.flickr.com/photos/40145521@N00/460270581/
http://thestrategyguysite.com/people-leadership-development/leadership-quick-tip-motivation-comes-from-inspiration/
http://www.flickr.com/photos/45409431@N00/7968954274/
http://www.flickr.com/photos/26707655@N03/3429742001/
http://www.flickr.com/photos/34691277@N00/4201437178/
http://www.flickr.com/photos/22434330@N00/6050820137/
http://www.flickr.com/photos/69699012@N00/130537193/
http://thebaochi.com/2012/05/03/social-media-luminary-jason-falls-no-bullshit-social-media/
http://mediacorpus.com/predicted-web-trends-future/
http://www.flickr.com/photos/47691521@N07/5556249000/