A presentation held on the 18th of January 2010 in a workshop at Wednesday Relations office in Stockholm. To read the complimentary blog post. Please visit jesperastrom.com and search for "wednesday relations".

1. Social Media Strategy
Jesper Åström - jesperastrom.com
Digital Director, Honesty.

2. 1.000.000
• Advice based on that you should treat
everyone else the way you want to be
treated
• People will hate on you regardless of what
you do... so just do it

3. Before you start know
• What you want to achieve
• Who is the designated doer
• how to Measure EVERYTHING
• Remember you have no clue what you’re
doing as anything can happen
• It is all about people

4. and...
• There is no universal strategy for social
media
• Change it if you find better ways to meet
your goals

5. What is Social Media?

6. Social Media is
• Blogs, micro blogs
• Social networks, forums, crowdsourcing
sites
• Video and photo websites
• soon just about everything on the web...

7. What is Social Media
To a Marketeer

8. Social Media is
• A way to reach large groups fast
• A way to create relevant offers by learning
about the end user
• A way to build confidence and to work
with crisis control
• A way to knit important relationships
• ONE part of the complete marketing plan

9. What is needed?
To reach results

10. Needs
• Infrastructure that demands investments
• Creativity and media space consumption
• The ability to adapt fast

11. and...
• A working, internal REAL (work together,
not only talk to each other) co-operation
between PR & Marketing

12. Strategy

13. Two parts
• Internal Strategy
• External Strategy

14. Internal Strategy

15. Answer these questions
• Do we have the organization we need?
• Can we support the technical
infrastructure?
• Do we have the drive and desire to do this?
Do we REALLY want to do this?

16. External Strategy

17. Answer these questions
• Where are our fans?
• Are we interested in listening in on what
they want to say and do with our brand
and products?
• What do we want to tell them?

18. 3 Common
Applications

19. #1 The Square
• A place where you meet the users and
where they contribute to the content
• Such places are:
• Blogs, forums, crowd sourcing services

20. #1 The Square

21. #1 The Square
• Do we have the organization we need?
• Time at work
• Technical infrastructure?
• Blog tool, forum, crowd sourcing platform
• Engagement? Drive?
• A gang of people to tag team each other with stuff THEY are passionate
about which is in line with what the company wants to communicate

22. #2 The Catcher
Someone hears You Catch the
You Scream Reaction

23. #2 The Catcher
• Organization?
• Working customer service in social media
• Technical infrastructure
• Facebook, Twitter, SEO:ed website, Orkut, Friendster etc.
• Engagement? Drive?
• ONE person is all you need. One SUPER person that REALLY wants to
do this. Even on their spare time.

24. #3 The Club

25. #3 The Club
• Organization
• Dedicated, on topic expert that will handle the communication
• Budget for specially targeted campaigns to members of the club
• Technical infrastructure
• Facebook, Twitter, SEO:ed website etc.
• Engagement? Drive?
• Engagement on ALL levels in the company.

26. Campaign strategy and
social media

27. Preparation
• Create targets/goals BEFORE you start
• The smallest work effort to contribute to
the campaign should be a press on a button
• A maximum of 3 rules
• Water proof disclaimer
• Brace yourself for cheating

28. Launch
• One or all of the below will create success
for you
• Creativity
• Relationships
• Cheating

29. Whilst
• Constant monitoring
• Support with blog posts, twittering,
facebooking etc with updates on how the
competition is going.
• Use the users usage as news

30. Afterwards
• Tell everyone who joined what happened
by telling them a story they can share
• Examine the goals, evaluate!

31. Sales strategy

32. Sales strategy
• Think CRM
• Think eMarketing
• Think rate & reviews
• Think traffic & loyalty first, then conversion
• Think of conversion in steps

33. Conversion?
• 9:1
• companies spend $9 on getting people to the website
• companies spend $1 on average to make this traffic convert
• Do you see the same problem I do?
• A/B Split test
• KPI’s you MUST measure
• Inbound links
• Downloads, newsletter signups
• Fans, followers, haters and lovers
• Amount of mentions and shares

34. jesperastrom.com
Jesper Åström - Digital Director @ Honesty.