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Strategically Defining YOUR Social Media Tactics: Randall Turner at State of Search 2013

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Advice Interactive Group
Advice Interactive Group

In failed social media campaigns, it's often because of a failed strategy. In this presentation from State of Search 2013, Randall Turner explains the difference between strategy and tactics and outlines how you can make social media work for your business.

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Strategically Defining YOUR Social Media Tactics November 18, 2013 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1 1
Who I Am © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2 2
Why? © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 3 3
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4 4
Primary Challenge — Social Media Impact 56% Unable to link social media to business outcomes Source: Altimeter Group © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5 5
© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Source: Search Engine Journal © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 6
Who is telling YOUR story? © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7 7
“Marketing strategy is only as good as it is (right now). It requires full participation from brand marketers and business proprietors…” — Rob Garner, Author © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 8
Strategy vs. Tactics © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 9
Strategy “How do we get there?” © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10 10
Tactic “How EXACTLY do we get there?” © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11 11
You Want To Be Here You Are Here © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12 12
You Want To Be Here You Are Here © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13 13
My Definition of STRATEGY A plan of all actions (tactics) required to meet company’s mission, goals, and objectives. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14 14
Goals are BROAD © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15 15
Objectives are SPECIFIC © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16 16
Build Up Your Social Networks © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17 17
Engaging Your Audiences © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18 18
No Strategy = Failed Campaigns © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19 19
Example — Achieving Success Preliminary Goal: Revised objective: We want to grow our social community to provide more real-time updates. We want to grow our social community by 25% this year. Specific objective with measurable KPI © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20 20
Example — Reporting Success Reporting on Growth: 20% growth in social © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Reporting on KPI: Social campaign fell short by 5% of target audience 21 21
Real-Time Approach 1. Act in the moment, be fluid 2. Enable the spirit of your audience 3. A company’s visibility is what it says about itself and what others say 4. Reach out to audiences in real time in a sincere and present manner © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22 22
So What? © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23 23
You Don’t Sell or Buy Social Media The product is the PROCESS © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24 24
The Social Engagement Sprocket Professional Journals Pinterest Facebook Interviews YOUR Website Comdata and Blog LinkedIn Twitter SVS Press Releases Google+ Slideshare YouTube © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25 25
Sample Editorial Calendar TOPIC/TITLE CONTENT/DETAILS KEYWORD(S) TARGET PERSONA Call To Action Blog 1 Due Date: Publish Date: 11/18/13 Survey Says: ClearPath Analytics Decreases Employee Turnover Rates 11/20/13 ClearPath Benchmarking analysis helps you Employee Survey, understand why employees leave companies and Employee Surveys what you can do to keep yours. Managers, Employees, HR Call for your free quot Follow us on Faceboo and Twitter for the late news. 11/22/13 Decrease Turnover: Employee Satisfaction Surveys Improve 11/27/13 Organizational Performance Understand the company culture, access employee benefits, improve teamwork, improve satisfaction and productivity, access employees' long term commitments, identify succession planning needs, improve the work lives of all employees Managers, Employees, HR Call for your free quot Follow us on Faceboo and Twitter for the late news. Managers, HR Call for your free quot Follow us on Faceboo and Twitter for the late news. Blog 2 Due Date: Publish Date: Employee Satisfaction Survey, Employee Satisfaction Surveys Blog 3 Due Date: Publish Date: Organizational 11/29/13 Communication Key to Success: Create Gain a clear understanding of employee Common Language Within Your impressions, assumptions, views and sentiments, Communication 12/4/13 Organization measure misconceptions, build stronger relationships between management and staff © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26 26
Press Releases Facebook Friends Twitter Followers RSS Feed LinkedIn Content Sharing Comdata SVS Bookmarking Accounts © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Google+ Blog Email 27 27
Press Releases Bloggers Linked In network New Content Streams FB Friends Twitter Followers Popularity Streams YOUR 2nd Tier visibility Publishing Platform Triggers ACTIVE SHARING — Geographic keywords Extending YOUR RSS Feed Subscribers Bookmarking Sites © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Content Content Tagged from Keywords Your Blog Audience Discovery Streams 28 28
Key Takeaways 1 Commit to it 2 Plan ahead 3 Revise, revise, revise 4 Be creative 5 Be genuine 6 Use common sense 7 Update regularly 8 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Communicate to others 29 29
Randall Turner COO — Advice Interactive Group 5900 Lake Forest Drive, Ste. 120 McKinney, TX 75070 (O) 214.310.1356 rturner@adviceinteractive.com © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30 30

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Strategically Defining YOUR Social Media Tactics: Randall Turner at State of Search 2013

  • 1. Strategically Defining YOUR Social Media Tactics November 18, 2013 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1 1
  • 2. Who I Am © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2 2
  • 3. Why? © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 3 3
  • 4. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4 4
  • 5. Primary Challenge — Social Media Impact 56% Unable to link social media to business outcomes Source: Altimeter Group © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5 5
  • 6. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Source: Search Engine Journal © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 6
  • 7. Who is telling YOUR story? © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7 7
  • 8. “Marketing strategy is only as good as it is (right now). It requires full participation from brand marketers and business proprietors…” — Rob Garner, Author © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 8
  • 9. Strategy vs. Tactics © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 9
  • 10. Strategy “How do we get there?” © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10 10
  • 11. Tactic “How EXACTLY do we get there?” © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11 11
  • 12. You Want To Be Here You Are Here © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12 12
  • 13. You Want To Be Here You Are Here © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13 13
  • 14. My Definition of STRATEGY A plan of all actions (tactics) required to meet company’s mission, goals, and objectives. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14 14
  • 15. Goals are BROAD © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15 15
  • 16. Objectives are SPECIFIC © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16 16
  • 17. Build Up Your Social Networks © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17 17
  • 18. Engaging Your Audiences © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18 18
  • 19. No Strategy = Failed Campaigns © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19 19
  • 20. Example — Achieving Success Preliminary Goal: Revised objective: We want to grow our social community to provide more real-time updates. We want to grow our social community by 25% this year. Specific objective with measurable KPI © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20 20
  • 21. Example — Reporting Success Reporting on Growth: 20% growth in social © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Reporting on KPI: Social campaign fell short by 5% of target audience 21 21
  • 22. Real-Time Approach 1. Act in the moment, be fluid 2. Enable the spirit of your audience 3. A company’s visibility is what it says about itself and what others say 4. Reach out to audiences in real time in a sincere and present manner © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22 22
  • 23. So What? © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23 23
  • 24. You Don’t Sell or Buy Social Media The product is the PROCESS © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24 24
  • 25. The Social Engagement Sprocket Professional Journals Pinterest Facebook Interviews YOUR Website Comdata and Blog LinkedIn Twitter SVS Press Releases Google+ Slideshare YouTube © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25 25
  • 26. Sample Editorial Calendar TOPIC/TITLE CONTENT/DETAILS KEYWORD(S) TARGET PERSONA Call To Action Blog 1 Due Date: Publish Date: 11/18/13 Survey Says: ClearPath Analytics Decreases Employee Turnover Rates 11/20/13 ClearPath Benchmarking analysis helps you Employee Survey, understand why employees leave companies and Employee Surveys what you can do to keep yours. Managers, Employees, HR Call for your free quot Follow us on Faceboo and Twitter for the late news. 11/22/13 Decrease Turnover: Employee Satisfaction Surveys Improve 11/27/13 Organizational Performance Understand the company culture, access employee benefits, improve teamwork, improve satisfaction and productivity, access employees' long term commitments, identify succession planning needs, improve the work lives of all employees Managers, Employees, HR Call for your free quot Follow us on Faceboo and Twitter for the late news. Managers, HR Call for your free quot Follow us on Faceboo and Twitter for the late news. Blog 2 Due Date: Publish Date: Employee Satisfaction Survey, Employee Satisfaction Surveys Blog 3 Due Date: Publish Date: Organizational 11/29/13 Communication Key to Success: Create Gain a clear understanding of employee Common Language Within Your impressions, assumptions, views and sentiments, Communication 12/4/13 Organization measure misconceptions, build stronger relationships between management and staff © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26 26
  • 27. Press Releases Facebook Friends Twitter Followers RSS Feed LinkedIn Content Sharing Comdata SVS Bookmarking Accounts © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Google+ Blog Email 27 27
  • 28. Press Releases Bloggers Linked In network New Content Streams FB Friends Twitter Followers Popularity Streams YOUR 2nd Tier visibility Publishing Platform Triggers ACTIVE SHARING — Geographic keywords Extending YOUR RSS Feed Subscribers Bookmarking Sites © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Content Content Tagged from Keywords Your Blog Audience Discovery Streams 28 28
  • 29. Key Takeaways 1 Commit to it 2 Plan ahead 3 Revise, revise, revise 4 Be creative 5 Be genuine 6 Use common sense 7 Update regularly 8 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved Communicate to others 29 29
  • 30. Randall Turner COO — Advice Interactive Group 5900 Lake Forest Drive, Ste. 120 McKinney, TX 75070 (O) 214.310.1356 rturner@adviceinteractive.com © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30 30

Hinweis der Redaktion

  1. Act in the moment, and be fluid in your online presenceEnable the spirit of your audience into your online content and voiceA company’s real-time search and social visibility is both what it says about itself and what others say about the companyReach out to audiences in network in real time in a sincere and present manner.