To view the recorded version please copy this link into your browser: https://drakeintl.webex.com/drakeintl/lsr.php?AT=pb&SP=EC&rID=5850997&rKey=55f95878d9b9207d Social Media has become an integral tool for businesses in building an audience for your product or service but a common hurdle that is often faced by Marketers and Managers is how to develop and execute a successful social media strategy that generates positive ROI. In this webinar, we will be looking at the building blocks for creating a strong social media strategy for a B2B and B2C business. We will also go over how to track the ROI of your campaigns and make adjustments based on social analytics. During this session you will learn: - How to develop strategic goals for social media - Which social media tools to use to accomplish these goals - Executing your campaigns - Performance management and tracking

1. For audio, it is recommended you dial in
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Developing a Social Media Strategy
October 4, 2012
Presented by: Sandy Sykora, Digital Marketing Strategist

2. About the Speaker
Sandy Sykora, Digital Marketing
Strategist
• Passionate about digital
• Works on social media and digital
marketing at Drake
• Helps businesses develop digital
marketing strategies
• Loves travel and experiencing new
cultures @sandykora
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3. Agenda
• Why Does Social Media Matter?
• Developing Your Strategy
• Review
• Q&A

4. Why Does Social Media Matter?
The Nature of Consumerism is Changing:
• Digital Technology is changing the way we shop
• E-commerce and Social-commerce shorten the purchase cycle
• Mobile Apps make it easy for consumers to find what they want
when they want it
• Gamification is pushing us to compete and spend
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5. Why Does Social Media Matter?
Communication Channels are Evolving:
• 40% of people spend more time socializing online than they do face-
to-face
• 81% of Facebook users look to receive advice from their friends and
family when shopping online
• 50% of S/F-Commerce shoppers have made a purchase based on a
recommendation on social media
• 53% of active adult social networkers follow a brand
• 1 Billion Tweets are exchanged every 3 days
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6. Developing Your Strategy
What to Consider:
1) The Audit
2) The ‘Sell’ – Buy In from the Bosses
3) Business Objectives / Benchmarks
4) Finding your Audience / ‘Voice’
5) Weapons of Choice
6) Content strategy
7) Performance Management
8) Social Media Policy
9) Analysis and Adjustments
10) Review
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7. Developing Your Strategy
1) The Audit:
You need to understand where you are at and where you need to go
before creating your strategy
• Review of current digital assets
• Competitor review
• Internal / external resources available
• Includes other aspects outside of Social Media
– Departmental business objectives
Audit
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8. Developing Your Strategy
2) The “Sell”
Audit Sell
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9. Developing Your Strategy
2. The „Sell‟ – Buy In from the Bosses:
• Know how social media will impact business
– Sales, Marketing, Operations, Finance, Legal, HR etc.
• Know your numbers
• Have KPIs (Key Performance Indicators)
• Provide metrics (if your company is on social media)
SOCIAL MEDIA BUY-IN GOES BEYOND „LIKES‟ ,
„FOLLOWS‟, „RE-PINS‟
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10. Developing Your Strategy
3. Business Objectives / Benchmarks
Social Media Objectives
Inbound traffic (leads) Engagement /Awareness
Conversions (sales) Employee adoption
Customer Support Growth to New Markets
Reach Operational objectives
Develop KPIs that are communicated to your teams
Bench
Audit Sell marks
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11. Developing Your Strategy
4) Finding your Audience /
„Voice‟:
• Understand your customers
• Brand / market research
• Determine which social media
channels your target market(s) use
• Find your brand champions
• Develop your communication
strategy
Bench
Audit Sell marks Voice
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12. Developing your Strategy
Choose Your Weapon
Bench
Audit Sell marks
Voice Weapon
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13. Developing your Strategy
5. Weapons of Choice:
• Determine which social media channels
to use
– Based on your goals set in Step 3
– Based on where your target audience is
from Step 4
• B2B business:
– Twitter, LinkedIn, Blogs, Video
• B2C business: Facebook, Twitter,
Pinterest, Instagram, Blog, Video
• Global firms need to determine niche social
media
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14. Developing your Strategy
Bench
Audit Sell marks
Voice Weapon Content
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15. Developing Your Strategy
6. Content strategy:
• How will you communicate with your audience(s)?
– Language, Voice, Grammar
– Dependent on the social channel you use
• Create your content calendar
– Consider promotions and special events
– Use your research
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16. Developing Your Strategy
6. Content strategy continued:
• Important factors to consider:
– Time of posts
– Word selection
– Message selection
– Interactions with others
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17. Developing Your Strategy
7. Performance Management
• KPI management and tracking
• Develop reporting process:
– Weekly, monthly, quarterly….
• Involvement of cross functional teams, departments and
agencies
Bench
Audit Sell marks
Voice Weapon Content Manage
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18. Developing Your Strategy
Develop a Social Media Policy
Bench
Audit Sell marks
Voice Weapon Content Manage Policy
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19. Developing Your Strategy
8. Develop a Social Media Policy
• Policy that promotes best practices of employee social
media use
• Aids in the success of your social media strategy
• Promotes education, learning and development
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20. Developing Your Strategy
8. Develop a Social Media Policy Continued:
Your Policy should cover:
• Who the policy applies to
• Definition of social media channels
• Guidelines for each social media channel
• Examples of acceptable vs. unacceptable uses of social
media
• Implications for misuse
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21. Developing Your Strategy
Analysis and Adjustments
Bench
Audit Sell marks
Voice Weapon Content Manage Policy Analysis
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22. Developing Your Strategy
9. Analysis and Adjustments
• Review of social analytics, KPIs
and overall ROI
• Compare to departmental
objectives:
– Success vs. Failure
• Adjustments of metrics and KPIs if
necessary
• Implementation of changes with
relevant teams
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23. Developing Your Strategy
Process Review
Bench
Audit Sell marks
Voice Weapon Content Manage Policy Analysis Review
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24. Developing Your Strategy
10. Overview / Review
• Social media is changing the way we do business
• A good strategy will consider business objectives and;
• Have measurables that go beyond Likes, Follows and
Re-Pins
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25. Upcoming Webinars
Register at http://drake-
webinars.com
October 18, 12pm EDT
Facilitating Positive Growth through e-
Learning
October 23, 12pm EDT
Importance of Employer Branding
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26. SOCIAL MEDIA Q & A
For additional questions please email:
Sandy: ssykora@na.drakeintl.com
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27. Thank You for Attending
For Questions please contact Sandy Sykora
ssykora@na.drakeintl.com
416-216-1125
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