Social Media Strategy Presentation created for members of the International Association of Meeting Professionals.

1. SOCIAL MEDIA
STRATEGY
Miguel Neves
SYNAXIS Meetings & Events

7. Back to basics
 What?
 Why?
 Who?
 Where?
 How?

8. What is Social Media?
 Email is NOT social media
 Media
 Channel of Communication
 Multi-Media (Video, Photo, Text, Design etc.)
 Social
 Networked / Interconnected
 Public
 Available to all
 Friendly / Fun
 Customize / Profiles
 Keywords
 User generated content
 Customisable
 Interactive
 Comment/Like/Thumbs Up/Vote
 Web 2.0
Miguel Neves
SYNAXIS Meetings & Events

9. Popular Social Media Channels
Miguel Neves
SYNAXIS Meetings & Events

10. Social Media as a concept

11. Social Media as a concept
 Content delivery platform
 Technological interaction tool
 Online Voice
 Mass Marketing of the future?

12. Why do people use Social Media?
 Fun
 Feel Part of the Community
(Human Nature)
 Vanity
 Voyeurism
 Escapism
 Distraction
 Information
 Subversive (Get back at your boss?)

13. WHY? (Should brands engage in social media?)
 Find new customers
 Service existing customers
 Create/Change Brand Personality (Perception)
 Because everyone else is doing it? (Bad reason)
 Find what your customers are saying about you?
 Big Question:
What do you want to achieve via Social Media?
 What do you want the audience to do?
 What information do you want to find? (research
instead of survey?)

14. WHO?
 Who is your target audience? (Know your
customer)
 Demographics…(location, age, number…)
 What type of content do they like/will search
for? (SEO)
 What type of interaction do they prefer?

15. WHERE?
 Where does your target audience go
online?
 Which Social Media Channels do they use?
 How do they use them? (Facebook for chat, pictures,
comments, video links…)
 Be where your customer is.

16. Social Media “Buzz”
Miguel Neves
SYNAXIS Meetings & Events

17. HOW?
 One central concept (eg. Ovation Bear)
 Distribute through various channels
 Track links and engagement
 Tell a story (People relate to stories more
than facts)
 Make it fun
 Use multimedia
 Engaging content aimed at target audience
 Measure results!!! ROI (Less is more)

18. Social Media Examples

19. Social Media Examples
Miguel Neves
SYNAXIS Meetings & Events

20. Social Media Examples
Miguel Neves
SYNAXIS Meetings & Events

21. Social Media Examples
Miguel Neves
SYNAXIS Meetings & Events

22. Social Media Examples

23. Social Media Examples

24. No Brainer...
 Social Media is technology created to propagate
your message
 Provided you can:
 Have enough connections/fans/followers/friends
 Create or curate relevant content
 Understand and make full use of technology available
 Keep content relevant and up to date
 Relinquish at least some control of your content/campaign
 Buy-in from target
 Internal buy-in/ownership
 Engage target audience and promote cross user
engagement

25. Social Media Communication Flow
(Why Social Media is special...)
Marketing Feedback

26. Social Media Communication Flow
(Why Social Media is special...)
Marketing Feedback
Social
Media

27. Social Media Strategy Worksheet
 Elevator sales pitch: (120 Characters)
 Aim: (Awareness, Sales or Loyalty?)
 Current relationship with audience?
(None, Awareness, Isolated action, Repeat action, Advocates)
 Audience’s use of Social Media?
 Which channels?
 How do they use them?
 Tactical plan
 Main focus?
 Delivery style?
 What does success look like? (Define Metrics)

28. Remember...
Social Media is not free!
+ x
Social Media Cost =
(People + Technology) x Time
Miguel Neves
SYNAXIS Meetings & Events

29. Thank you
 Email: miguel@synaxismeetings.com
 Twitter: @miguelseven
 Linkedin: uk.linkedin.com/in/miguelseven
 Facebook: www.facebook.com/miguelseven
Miguel Neves
SYNAXIS Meetings & Events