This document summarizes a presentation on moving social media strategies beyond basic "how-to" approaches. It discusses common roadblocks organizations face such as internal silos, unclear purpose, inconsistent messaging, and inability to track results. It then addresses overcoming these roadblocks through strategic planning, getting different departments to collaborate, and establishing clear goals and metrics for social media. Finally, it discusses keeping strategies fresh by staying aware of changing trends in social media platforms and technologies.

1. Social Media
Strategy: Moving
Beyond “How-to”
12/8/11 & 10:00 a.m.
Hub Tag: #Tech11 xxx
2011 Technology Conference & Expo
John Chen
Trevor Mitchell
Sara Wood

2. Objectives
• Moving beyond the basics
– Roadblocks
– Strategic Planning & Community
– Next Level
• Focus on
– Strategy
– Business Value
– Approach

3. Roadblocks
The problems organizations
encounter when creating a plan
for online community
development.
Trevor Mitchell

4. What’s Next?

5. Discussion: What are your roadblocks?

6. Frequent Roadblocks
• Internal silos
• Purpose
• Messaging
• Tracking

7. Dreaded silos
• Marketing
• Membership
• Publications/Education
• IT
• Others

8. What Purpose Does it Fill?
• Increase membership numbers?
• Increase membership engagement?
• Increase registrations?
• Increase product orders?
• Increase awareness of the
association/industry?
• Combination?

9. Messaging
• No message works the same
– Twitter = Cocktail Party
– Facebook = Class Reunion
– LinkedIn = Business After hours

10. Tracking
• Ask the questions
– Who?
– What?
– When?
– Where?
– Why?
– How?

11. Breaking Through Roadblocks
• Establish a business plan for social media
• Tie it into your strategic plan
• Get those blocking the success together
• Feedback from other sources

12. Strategic Planning & Community
Bridging the gap between
technology and strategy.
Sara Wood

13. Brainstorming: How do you overcome
roadblocks?

14. The Great Disconnect
• Getting the technofiles and strategic staff on
the same page.
• Photo

15. Silos won’t destroy themselves
• Actively engage with other groups.
• Assume the others won’t come to you.
• Take ownership of the problem.
• Photo

16. Building blocks of a Strategic Plan
• Identify your outposts
• Identify association goals
• Brainstorm with both the usual and, more
importantly, the unusual suspects.

17. Continued…
• Connecting outposts to goals
• Assign responsibility

18. Getting Senior Staff On Board
• Actively engage your senior staff using your
plan.
• Put social media in terms they will
understand.
• Drive the point – this is not about cool apps,
this is about strategy.

19. Following Through
• Create metrics for accountability
• Build-in a review mechanism

20. Improving Platforms
• Social media trends change. Change with
them.
• Take an active role in understanding the online
landscape.
• Adjust your plan accordingly – No static
document

21. The Next Level
The latest and greatest in
social media trends.
John Chen

22. What are your tips?

23. Contact Information
Trevor Mitchell
Director of Member Services
ARMA International
Phone: 913-217-6004
Email: trevor.mitchell@armaintl.org
Website: www.arma.org
Speaker Name (2)
Title
Organization
Phone:
Email:
Website:
Speaker Name (3)
Title
Organization
Phone:
Email:
Website: