Your 4 Step Guide to Creating an Effective Social Media Strategy For Your Organization

1. Social Media Intervention:
Your 4 Step Guide to Creating an Effective
Social Media Strategy For Your Organization
Adina Zaiontz, Yahoo! Canada

2. 4 STEPS IN YOUR SOCIAL MEDIA STRATEGY
1 Get Social Media Literate
2 Monitor & Measure &
Marking
Today we’ll cover 3 Create & Communicate
4 Engage & Empower

3. SOCIAL MEDIA STRATEGY
1 GET SOCIAL MEDIA
LITERATE

4. SOCIAL MEDIA LANDSCAPE
1 GET LITERATE

5. GOOD SOCIAL MEDIA STRATEGY?

6. SOCIAL MEDIA LANDSCAPE
Your company S/M information
website “kiosks”
or blog
research
videos
articles
1 GET LITERATE

7. SOCIAL MEDIA LANDSCAPE
Your company S/M information
website Forum “kiosks”
or blog discussions
RSS
or twitter feed
Fan site
Article links
1 GET LITERATE

8. MAKE YOUR SITE “BOOKMARKABLE”
A lot of the
conversation
happens here

9. “STARTERS KIT” TO INCREASE YOUR SOCIAL MEDIA LITERACY
• Open a facebook profile for your business
• Start a Twitter account
• …And a Flickr account
• Join LinkedIn
• Participate in Blogs, Yahoo! Answers, Yahoo! Groups
• Start a Wordpress blog
• Y! Video and/or Youtube content
• Find online communities for employees to join and prepare
a report with their suggestions.
• Make your content “bookmarkable” and “diggable”
9
1 GET LITERATE
9

10. SILENCE - THE BIGGEST SIGN OF SOCIAL MEDIA
ILLITERACY
1 GET LITERATE

11. WHAT ILLITERACY LOOKS LIKE…
spammy
11
1 GET LITERATE 11

12. SOCIAL MEDIA STRATEGY
2 MONITOR & MEASURE

13. EVERYBODY’S TALKIN’ BOUT ME..CAN’T HEAR A
WORD THEYRE SAYIN’….
• Search for your brand on twitter (search.twitter.com),
facebook, Yahoo!, Google search engines, Digg and
Del.icio.us
• backtype – blog comment tracker
• BoardTracker and BoardReader: tracks message
boards and forums which mention your brand
• Facebook Lexicon – tells you how often a keyword
is mentioned on FB. (www.facebook.com/lexicon)
• SocialMention – socialmention.com – VERY
POWERFUL tells you who’s blogging you, strength &
sentiment re: your brand
2 MONITOR & MEASURE

14. WHO’S TALKING BOUT YOU?
2 MONITOR & MEASURE

15. WHO’S TALKING BOUT YOU?
1 GET LITERATE

16. DEFINE YOUR DEMOGRAPHIC & THEIR S/M
OF CHOICE
70 M UV US 67 M UV US 83 M UV
16 B Minutes 10M Canadians 12 B Minutes
34 B PV 11 B Minutes 13 B PV
First super-big “social 20 B PV Social DNA (embeds, 146 M UV US
network” Fastest-growing friends, comments) 16M Canadian
Big for music and major site The New TV? 42 B Minutes
bands Search engine? 43 B PV
Hosting site? Entire Yahoo! Network
has more minutes and
unduplicated UV than
all of these social
networks combined
18M members
8.1 M UV 3M Canadians
0.10 B Minutes 9.3 M UV Blogs
0.22 B PV 0.14 B Minutes
0.22 B PV
More than an online
rolodex? The next Google?
Facebook? Pet Rock?
2 MONITOR & MEASURE
Source: comScore Media Metrix, March 2009

17. SOCIAL MEDIA STRATEGY
3 CREATE & COMMUNICATE

18. TWITTER MARKETING EXAMPLE –DELL – OVER 1.2M
FOLLOWERS

19. FACEBOOK MARKETING EXAMPLE – ALEXANDER KEITH’S – OVER
50,000 FANS

20. SOCIAL MEDIA STRATEGY
4 ENGAGE & EMPOWER

21. YAHOO! GROUPS – SPECIAL K

22. MAKE YOUR SITE “BOOKMARKABLE” & S/M STICKY

23. 4 STEPS IN YOUR SOCIAL MEDIA STRATEGY
1 Get Social Media Literate
2 Monitor & Measure
Today we’ll cover 3 Create & Communicate
4 Engage & Empower

24. QUESTIONS?
Adina Zaiontz
Twitter:@marketing_mama
Email: adina@yahoo-inc.com