In order to be successful with your social media efforts, it's important to have a sound strategy in place. Before you tackle the tactics (posting pictures, updating messages, sharing photos) you'll want to focus on why you're entering the social space and the goals you want to achieve. This presentation will tackle strategy development, various tactics that can work for your business, identifying target markets and engaging with them, along with content creation and developing a process to distribute and and provide value.

1. Social Media
Strategy & Tactics
Luis Sandoval Jr.
February 28, 2012
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2. Parts of A Strategy?
A Process:
•Listen
•Identify Unmet Needs and Objectives
•Develop Roadmap With Checkpoints
•Prioritize
•Analyze, Make Changes, Try Again
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3. What Is Social Strategy?
Let’s start with something smaller.
What is a strategy?
•High Level & Big Picture
•Aligned with business goals
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4. What it’s NOT!
•Posting a photo
•Updating your status
•Sending a Tweet
•Launching a contest
These are tactics!
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5. 360° Digital
Strategy
Main Components:
•Website
•Mobile Presence
•Social Media
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6. The Case For Social Media
Making Money:
• Generating sales
• Increasing brand awareness
• Generating new product ideas
• Increasing customer loyalty
Saving Money:
• Reducing customer service time
• Increasing awareness of product issues or
improvements
• Identifying customer issues with product/
services
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7. How To Identify Social
Networks For Your Business
Look at where the target market is by
1 searching Google, Facebook, Twitter Search,
YouTube.
Look at a competitor’s websites and
2 social networks to see what’s working
and what’s not.
YouTube: I’m going to post weekly videos
Facebook: I’ll post my videos, ask and answer questions, and share useful
information
Flickr: I’m going to post pictures
Blog: I’m going to post thoughts on my industry
Twitter: I’m going to seek out prospects, read industry news, follow industry
leaders
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8. Why Business Blogging?
55
Companies that blog have
%
more website visitors
“ ”
Don’t focus on having a great blog. Focus on producing
a blog that’s great for your readers. - Brian Clark, Copy
Blogger
Source: Hubspot 8

9. Why Business Blogging?
88
B2C companies that blog generate
%
more leads per month
I believe the term blog means more than an online
“ ”
journal. I believe a blog is a conversation. People go to
blogs to read AND write, not just consume. - Michael
Arrington, Techcrunch
Source: Hubspot 9

10. Why Business Blogging?
67
B2B companies that blog generate
%
more leads per month
One company I work with showed me how the traffic on
his company’s site doubled since they started blogging.
“ ”
In fact, the blog (inexpensive) has more visitors and
views than the corporate website (expensive). Well,
there’s some measurable ROI in that case. - Mike
Source: Hubspot
Sansone, ConverStations
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11. Digital Marketing On Social
Networks
Where Are Leads Coming From?
Source: 2011 Webmarketing123 State of Digital Marketing Survey
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12. Digital Marketing On Social
Networks
Most Active Networks
Source: 2011 Webmarketing123 State of Digital Marketing Survey
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13. How Will You Approach It?
3 Types of Strategy
•Bolt-on strategy - Company creates profiles, minimal
engagement, business as usual.
•Forced compliance - Telling employees they will engage,
putting severe constraints on what can and cannot be done,
no fun.
•Company optimized for social media - Company alters
“business as usual” to include engagement, suggestions,
and new opportunities from online community.
Source: 2011 Webmarketing123 State of Digital Marketing Survey
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14. Where’s my audience?
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15. 15

16. It’s more than what you had for breakfast!
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17. Searching for Tweeters
search.twitter.com
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18. Searching for Tweeters
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19. Searching for Tweeters
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20. Searching for Tweeters
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21. Searching for Tweeters
Hashtags!
The power of #
#imsohungry #blog
#socialmedia
#entrepreneur
#education
#arewethereyet
#foodie
#SXSW12
#teacher
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22. Searching for Tweeters
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23. 23

24. The Facebook “Like”
Who would have though that a “Like”
could be so powerful?
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25. The Facebook “Like”
Social Plugins were made to integrate into your site!
•Like buttons
•Send buttons
•Comments
•Live Stream
•...and more
https://developers.facebook.com/docs/plugins/
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26. The Facebook “Like”
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28. LinkedIn: Applications
Connect your Share your presentations
Wordpress blog to your with your network.
profile
Acquire real data for your Connect with your
market research. network in other cities.
Display your creative Did you know you could put a
designs to your video intro of yourself on
network. Linkedin?
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29. LinkedIn: Page Power
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30. LinkedIn: Page Power
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31. LinkedIn: Page Power
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32. LinkedIn: Lead Your Industry
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33. LinkedIn: Lead Your Industry
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34. Digital Marketing On Social
Networks
• Advertise on relevant blogs
• Facebook Ads
• Facebook Apps
• Blogger networks
• Contests
• Posting/Sharing Strategies
• Webinars/Tele-conferences
• Repurpose content
Track...Track....Track...
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35. Digital Marketing On Social
Networks
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36. Digital Marketing On Social
Networks
•Demographic Data: creates context about consumers
•Product Data: used to match similar products in order to cross-sell and up-sell products
•Psychographic Data: voluntarily self-expressing their woes and successes
•Behavioral Data: “digital breadcrumbs” about how a user will act and engage
•Referral Data: emitting recommendations for products positively and negatively
•Location Data: helps triangulate context around location & time for brands to reach them.
•Intention Data: holds great opportunity to predict what consumers will do in the future
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37. Digital Marketing On Social
Networks
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38. What Should I Share?
EVERYTHING
can be a sharing opportunity!
• Conventions
• Contests
• Awards
• Employees
• Industry News
• Client News
• Community Involvement
• Customer Questions
...just to name a few.
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39. Spying Is No Longer A Bad Thing
ALWAYS look at your competition!
•Get ideas
•What works, what doesnt
•Audience
•Opportunities
•Where do you stand?
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40. Stalking is good...this time!
Stalker’s Guide to Competitive Research
blueglass.com/blog/a-stalkers-guide-to-competitive-research/
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41. contact us for any of your digital needs:
www.swebdevelopment.com
luis@swebdevelopment.com
210.617.7260
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