How to create a social media program, prepared by Serena Ehrlich for the 2010 Gravity Summit.

1. Welcome to Social Media…Now what? Easy steps to creating a viable social media program

3. Setting your baseline: Measurement

4. Where to begin

5. Creating content

6. Joining the party

7. Promoting your social media platforms

8. How to grow your audiences

9. Finding new places to play

10. Case studies

12. Email/information capture

13. In-store/foot traffic… (hardest of all)

15. Getting Started: Name Grab Reserve your name: 100+ social media sites/networks across the web Easy registration services: Knowem Namechk User Name Check Three benefits: Easy for customers to find you Protects your brand reputation Increased visibility in search results

16. Getting Started: Measurement Your objectives will determine what to measure: Creating relationships? # of interactions, likes, retweets Messaging? Track increase # of conversations Sales? Website traffic, coupon codes Info gathering? Info received Product development Focus groups Tip: Get familiar with Google Analytics, it is a great way measurement tool!

17. Content is King! People ingest information in various manners so why not create content for each audience

18. Joining the Party Don’t just broadcast your message Listen to feedback Respond to feedback Respond to negative feedback Modify your messaging based on feedback Give your audience something to do! Are you measuring yet?

19. Promote Your Social Media! Most successful social media campaigns have an off-line PR component Include your social network addresses: Website Email signature files of all employees All marketing materials Registered on list services: Listorious, #wefollow Press releases: Including links to multimedia Links to additional textual information Links to supporting industry articles

20. Grow Your Audience Build your program based on your feedback: Partnerships Ask your off-line partners to promote you to their audiences Contact startups with similar target audiences/themes 43things.com Whrrl.com Foursquare Create a hashtag event Contests/giveaways 60% of consumers join a fan page because of offerings Partner/create an off-line event

21. Don’t Forget to Measure How to measure: Use online, free websites Google News Alerts Socialmention.com Peoplebrowsr.com Hootsuite.com Sentiment search: Search for adjectives: Good, bad, happy, unhappy ROI by time: What time of day yields best results? Use URL abbreviators to see which yield most clicks

22. Making Mistakes Everyone makes mistakes Not every program/platform works Average program takes 6-12 months to perfect Don’t ignore negative comments Assess the situation/impact: Size of site Audience Site visibility Site tone Determine response Update your blog with correct industry knowledge Outreach publically Outreach privately Know when to shut up

23. Case Studies Fans: Einstein Bagels From 4,333 fans to 336,000 Increased in-store traffic (coupon redemption) Data Capture: Yoplait coupons in exchange for address Increased in-store traffic (coupon redemption) Identification of raving fans Media Sensation: Rancho Bernardo Inn Sold 750+ rooms in 10 days via Twitter Over 9,000 on and offline mentions

24. Questions? Contact Me Serena Ehrlich Director, Social Media – BLAZE PR sehrlich@blazepr.com www.twitter.com/serena www.facebook.com/serena.ehrlich