This is my presentation given to the 2014 Social Media Strategies Summit in Amsterdam. Its for people curious about how to help stories fuel reach, relevance and ROI with a few simple, low-cost tips and tricks to get things done. Want to download this presentation? Just pay with a Tweet here (http://bit.ly/1yG2Njc) and receive a direct link to the download file! Don't worry, you can edit the post before sending.

1. 2014 STRATEGY WORKSHOP
BA-A-A-DASS SOCIAL
MEDIA STRATEGY
ON A BUDGET

2. AN MDKSOCIAL PRODUCTION.

3. “What digital allows you to do is have something for
everybody and use the data that you have about an
individual in a particular moment—because of the
search term that they use, or because of where
they’ve been looking on your website, or due to the
social engagement they’ve had with your brand—
to categorize them differently and have something
for each of them.”
-D. EDELMAN & L. COLLINS @ McKinsey

4. EFFECTIVE SOCIAL MEDIA PLANS
ARE LIKE GREAT STORIES

5. GREAT STORIES ARE
MEMORABLE + EFFECTIVE

6. GREAT STORIES LIVE ON
TO INSPIRE OTHERS

7. The best (brand) stories build and sustain
rich, vivid, and emotionally-packed memories
rooted in real life experiences.
TO COMPLIMENT OUR LIFE

8. AND THRIVE ACROSS MEDIA
Adding new consumer dimensions,
perspectives and experiences to stories.
VIDEO + BLOGS
Responsive Platform Site Download Brochure
Video and Blog Content
Social Links, Sharing and Email Database
Print TV/Video Search Radio
Providing a rich user experience (UX)
around the content consumers want.
SEARCH
Seamlessly translating the story across all
devices, contexts and platforms while
acting as a central hub for communications.
RESPONSIVE SITES
Creating, curating and sharing content that
sustains word of mouth and keeps customers
happy.
SOCIAL SHARING + CRM
S T O RY T E L L I N G I N A N E W M E D I A E C O S Y S T E M

9. BECAUSE NOW THE GREATEST
STORIES CAN BE TRULY
PERSONAL

10. DIGITAL LETS YOU DEVELOP
STORIES FOR MULTIPLE
SEGMENTS OF PEOPLE
INSTEAD OF ‘TARGET
AUDIENCES’.

11. 64% OF SHARING IS ABOUT THE SHARER*.
MOST PEOPLE TYPICALLY SHARE IN ORDER TO:
1. Bring Valuable Content To Others
2. Define Themselves
3. Start and Develop Relationships
4. Self-Fulfillment (status, ego)
5. Support Causes

12. AND GREAT BRANDED CONTENT
Great content lies in understanding
the profiles, media, touch points,
and real life contexts that shape and
influence people’s behaviour along
their unique route(s) to purchase.
DEMOGRAPHIC
PSYCHOGRAPHIC
ASPIRATION
NETWORKS
PROFILING 2.0

13. THAT FITS INTO EVERYDAY LIFE
PRODUCT!
CONSUMER!CULTURE!
PRODUCT TRUTH
A feature, benefit, or typical usage
of the product for/in everyday life.
CONSUMER TRUTH
Key behavioral traits of the target
audience in question.Things they
typically think, feel or do.
CULTURAL TRUTH
Something about how people
typically relate to or communicate
about the product category or
industry.

14. WE CAN BE
MEASURABLY EFFECTIVE

15. GET BETTER OVER TIME
GREAT STORIES IMPROVE AND GROW
There’s always going to be new digital stuff that can
bolster campaigns as quickly as they can derail
them.
Smart companies work to develop clear KPI’s and
‘rapid-cycle test and learn’ processes to understand
performance and how to adapt effectively.

16. RELY ON D.U.M.B. GOALS
B U S I N E S S O B J E C T I V E S
RAISE AWARENESS HIGHLIGHT PRODUCTSDRIVE PREFERENCE
REINFORCE OFFLINE/ONLINE
ADVERTISING
ENGAGE COMMUNITY VIA
PRODUCT REVIEWS
RAISE POSITIVE SOCIAL MEDIA
SENTIMENT
1. IDENTIFY THE BUSINESS OBJECTIVES AND SET
PARAMETERS FOR THE WORK WE ARE DOING.
2. ESTABLISH CLEAR GOALS FOR EACH BUSINESS
OBJECTIVE. EXECUTIVES PLAY A BIG ROLE IN THIS
DISCUSSION.
3. ASSEMBLE KPI’S IN PARTNERSHIP WITH THE
CLIENT’S ANALYTICS TEAM
4. SET SUCCESS METRICS UPFRONT BY IDENTIFYING
TARGETS FOR EACH KPI. YOUR CLIENT’S
MARKETING AND FINANCE TEAMS PLAY A BIG
ROLE HERE.
BRANDED
TRAFFIC
VISITOR
LOYALTY
NET PROMOTER
SCORE
BROCHURE
DOWNLOADS
TALKING
ABOUT THIS
APPLAUSE RATE
AMPLIFICATION
RATE
7K VISITS/
MONTH
SPECIFIC
PAGEVIEWS
3K SHARES/
MONTH
NPS 9
4K SHARES/
POST
2K/MONTH
50% REPEAT
VISITS
2% BOUNCE
RATE
150/MONTH
The process
1. Identify the business objectives and
set parameters for the work we are
doing.
2. Establish clear goals for each
business objective. Executives play a
big role in this discussion.
3. Assemble kpi’s in partnership with
the client’s analytics team
4. Set success metrics upfront by
identifying targets for each kpi.Your
client’s marketing and finance teams
play a big role here.

17. BUILD A CLEAR PLAN
B U S I N E S S O B J E C T I V E S
OBJECTIVE 1 OBJECTIVE NOBJECTIVE 2
GOALS GOALSGOALS
KPI KPIKPI
TARGETS TARGETSTARGETS
EWORK HELPS SHOW
BETWEEN BUSINESS
S, MARKETING GOALS,
HEIR MEASUREMENTS AT

18. ALLOCATE TIME WISELY
90%
Engaging with
your audience
10%
Creating Content
HowtobestspendyourtimeonSocialMedia
The 90:10 rule means that for an
average 8-hour day of social media
marketing, no more than forty-five
minutes (okay, 48) should be spent
creating content.
The remainder of your day should be
fully devoted to meaningfully
interacting with your audience.

19. AND BUDGET APPROPRIATELY
60%
Media
30%
Content
HowtobestspendyourmoneyonSocialMedia
(60:30:10rule)
10%
Strategy
60% Social Intelligence
30% Measurement
10% Reporting
60% Creative
30% Community
10% Influencers
60%
Core Channel
30%
Complimentary
Channel
10%
Viral Channel
Without strategy, you can’t
manage what you can’t
measure.
Most of your content should
be focused on engaging
with your audiences.
Paid media should be used
to accelerate great content,
not push average content.

20. AS LONG AS YOU HAVE FUN

21. 2014 STRATEGY WORKSHOP // SOCIAL STRATEGY ON A BUDGET
WORKSHOP TIME!

22. Reimagine digital
©2014 MDKSOCIAL

23. IF YOU’D LIKE TO LEARN MORE
CONTACT ME TODAY!
TEL: +31614293527
EMAIL: MICHAEL@MDKSOCIAL.COM
TWITTER: @MDKOENKA

24. R E I M A G I N E D I G I T A L
IF YOU’D LIKE TO LEARN MORE
CONTACT ME TODAY!
TEL: +31614293527
EMAIL: MICHAEL@MDKSOCIAL.COM
TWITTER: @MDKOENKA