1. @jaybaer
Why Before How:
Creating Social Media Strategic Plans in 8 Steps

2. @jaybaer
the tools always change
60
45
30
15
share of search
0
1999

3. @jayb
@jaybaer
b
baer
OL S!
ON TO
U SI NG
PF OC
S TO

4. @jaybaer
focus on
how to be SOCIAL
worry less
about how to do
SOCIAL MEDIA.

5. @jaybaer
@jaybaer
Social
Media
Strategy
8 step
process

6. 1
@jaybaer
build
an ark

7. @jaybaer
DO NOT DO
SOCIAL
AT BAYONET POINT

8. @jaybaer
@jaybaer #esto12
gather data
Customer Characteristics
Current Social Metrics
M
(if any)
Web Metrics
Business Metrics

9. 2
@jaybaer
listen

10. Listening Queries
What’s Being Said About Us?
What’s Being Said About
Topics of Interest?
What’s Our Sentiment?
Who’s Saying It?
Where Are They Saying It?

11. 3
awareness?
what’s the sales?
point? loyalty?

12. pick one.
3
awareness?
what’s the sales?
point? loyalty?

13. @jaybaer
If You Try to Accomplish
Everything in Social Media,
You’ll Accomplish Nothing.

14. @jaybaer
Repeat/
Unaware Aware Trial Advocate
Enthusiast

15. @jaybaer
4 success
metrics

16. @jaybaer
The goal isn't to be good at
social media, the goal is to be
good at business because of
social media.

17. @jaybaer
Whatever you're trying to accomplish dictates
how and what you measure.
Awareness Sales Advocacy

18. @jaybaer
Measure Behavior
not just Data

19. @jaybaer
Weak Metric: Stronger Metric:
Number of Facebook Engagement Rate
Facebook fans

20. @jaybaer
Weak Metric: Stronger Metric:
Number of Facebook Engagement Rate
Facebook fans

21. Affinity + Weight +
Recency =
Facebook Visibility

22. @jaybaer
Weak Metric: Stronger Metric:
Number of Clicks Offers Redeemed

23. @jaybaer
bit.ly/UsIoIS+

24. @jaybaer
JUST BECAUSE
EVERYTHING IS
MEASURABLE
DOESN’T MEAN YOU
SHOULD MEASURE
EVERYTHING

25. @jaybaer
5 analyze
audience

26. @jaybaer #esto12
Use Research & Personas
to Model
Name: Name:
John Doe Jane Doe
Gender: Gender:
Male Female
Age: Age:
24 23
Hometown: Hometown:
NYC NYC

27. @jaybaer
Age / Gender / Geography
Who Are They?
How Do They Use
Social Media?

28. @jaybaer
3 Levels of
Social
Participation

29. @jaybaer
3 Levels of
APPLAUD Social
Participation

30. @jaybaer
3 Levels of
APPLAUD Social
Participation
CRITIQUE

31. @jaybaer
3 Levels of
APPLAUD Social
Participation
CRITIQUE
CREATE

32. @jaybaer

33. @jaybaer
j
Give Your Audience Appropriate
Social Media Assignments
THE YOUNGER THE
AUDIENCE, THE MORE
THEY’LL BE WILLING
TO CREATE

34. @jaybaer

35. @jaybaer

36. @jaybaer

37. @jaybaer
1,961

38. @jaybaer
1,961 300

39. @jaybaer
6 what’s your
one thing?

40. @jaybaer

41. @jaybaer
Passion,
Not Features

42. @jaybaer
Passion,
Not Features
innovation

43. @jaybaer
Passion,
Not Features
innovation magic

44. @jaybaer
Passion,
Not Features
innovation magic safety

45. @jaybaer
Passion,
Not Features
innovation magic safety service

46. @jaybaer
Passion,
Not Features
innovation magic safety service
You ?????

47. If everyone has a
SPECIAL OFFER
yours isn’t that special

48. @jaybaer

50. @jaybaer
7
humanization

51. @jaybaer
social media
IS ABOUT PEOPLE
not logos.

52. @jaybaer

53. @jaybaer
8 channel
plan

54. @jaybaer
Social Media Home
Base & Outposts

55. @jaybaer
first, win the war of information

56. @jaybaer
first, win the war of information
15
10.4
8
5.3
2010 2011

60. Customers view 30 pages on average

61. Customers view 30 pages on average
75% of sales are virtual

62. @jaybaer

63. @jaybaer
Create a VISUAL
Communication Plan

64. @jaybaer
use social to promote
content first,
company second
content is fire.
social media is gasoline.

65. @jaybaer
EVERY CHANNEL YOU ADD IS A
COST FIRST,
AND THEN MAYBE
A BENEFIT

66. @jaybae
@jaybaer
@jaybaer
8 Steps: Refresher Course

67. @jaybae
@jaybaer
@jaybaer
8 Steps: Refresher Course
build an ark 1

68. @jaybae
@jaybaer
@jaybaer
8 Steps: Refresher Course
build an ark 1
listen & compare 2

69. @jaybae
@jaybaer
@jaybaer
8 Steps: Refresher Course
build an ark 1
listen & compare 2
what’s the point? 3

70. @jaybae
@jaybaer
@jaybaer
8 Steps: Refresher Course
build an ark 1
listen & compare 2
what’s the point? 3
success metrics 4

71. @jaybae
@jaybaer
@jaybaer
8 Steps: Refresher Course
build an ark 1
listen & compare 2
what’s the point? 3
success metrics 4
analyze audience 5

72. @jaybae
@jaybaer
@jaybaer
8 Steps: Refresher Course
build an ark 1
listen & compare 2
what’s the point? 3
success metrics 4
analyze audience 5
what’s your one thing? 6

73. @jaybae
@jaybaer
@jaybaer
8 Steps: Refresher Course
build an ark 1
listen & compare 2
what’s the point? 3
success metrics 4
analyze audience 5
what’s your one thing? 6
humanization 7

74. @jaybae
@jaybaer
@jaybaer
8 Steps: Refresher Course
build an ark 1
listen & compare 2
what’s the point? 3
success metrics 4
analyze audience 5
what’s your one thing? 6
humanization 7
channel plan 8

75. @jaybaer
focus on
how to be SOCIAL
worry less
about how to do
SOCIAL MEDIA.

76. Jay Baer
Convince & Convert

77. Jay Baer
Convince & Convert
ConvinceAndConvert.com