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BRAND DRIVEN digital
nick westergaard | branddrivendigital.com | spring 2013
Strategy First
How Social Media Objectives Impact
Social Media Outcomes
About Me
@NickWestergaard
#SocialBootCamp
BrandDrivenDigital.com
BrandDrivenDigital.com
WorkTalkShow.com
Today - Strategy First: How Social
Media Objectives Impact Outcomes
‣ Setting the Stage
‣ Outcomes: Why Strategy Matters
‣ Getting Started with Social Strategy
‣ Social Strategy Boot Camp
1
Setting the Stage
Social Media = Good
Photo via Flickr user Denis Dervisevic
There are a
BILLION
PEOPLE
on Facebook
What Now?
You Can’t Manage
What You Don’t Measure
Photo via Flickr user JeffMcNeill
- Peter F. Drucker
You Can’t Measure
What You Don’t
MANAGE
2
Why Social
Strategy Matters
Building a Budget
Photo via Flickr user 401(K)2012
Internal Resource Needs
Photo via Flickr user Wilmox
External Resource Needs
Photo via Flickr user vancouverfilmschool
Who Are You Trying
to Reach?
Photo via Flickr user kateuhu
Which Channels?
Photo via Flickr user Ian Wilson
What Kind of Content?
Photo via Flickr user katerha
Ground Daily Work
Photo via Flickr user christopherwoo
Team on the Same Page
Photo via Flickr user Sidfried Lumberg
Integrate Social Across
Business
Photo via Flickr user LillyKnit
Measurement Framework
Photo via Flickr user sterlic
Determine ROI
Photo via Flickr user Bruce Turner
Find Your Way If Lost
Photo via Flickr user meerindab
Target Business Objective
Photo via Flickr user comedy_nose
3
Getting Started
with Social Strategy
6 Honest
Serving-Men
Photo via Flickr user Rozmi’sl
Unpacking the “Serving Men”
‣ WHY are we doing this? — Business objective
‣ WHAT are we doing? — Something with social media*
‣ WHEN does this happen? — Timing
‣ WHERE does this happen? — Offline & online space
‣ WHO does this involve? — Personnel
‣ HOW do we get it done? — Tools
* Are you sure it has to be social media?
The Business Objective
Photo via Flickr user m.gifford
5 Uses of Social Media
‣ Branding
‣ Sales
‣ Market Research
‣ Customer Service
‣ Lead Generation
No BS 7 Uses of Social
‣ Brand Awareness
‣ Protect Brand Reputation
‣ Enhance Public Relations
‣ Build Community
‣ Enhance Customer Service
‣ Facilitate Research and Development
‣ Drive Leads and Sales
‣ Branding
‣ Building a Community
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Leads & Sales
The 6 Things Social Media Can Do
4
What You Can Do
Des Moines - April 11th
Science Center of Iowa
REGISTER NOW >>
SocialStrategyBootCamp.com
Promo Code: DSMsocialPhoto via Justin Tedford Photography
Strategy First
nick westergaard | branddrivendigital.com | spring 2013
BRAND DRIVEN digital
Questions?
blog: branddrivendigital.com
podcast: worktalkshow.com
twitter: @nickwestergaard

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