SOCIAL MEDIA STRATEGY aims to help marketers understand how to utilize social media to build their brand grow their business. Table of contents: 1. 5 point business case for social media 2. 7 common pitfalls of social media 3. Steps to avoid pitfalls of social media 4. 10 point framework for a social media strategy

1. Social Media Strategy: !
A Practical Guide for Marketers
December 2009
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2. Setting Expectations
This presentation IS NOT…
 A history of social media
 A qualitative thesis on why social media matters
 A compilation of things you already know
This presentation DOES…
 Recap the business case for Social Media
 Address pitfalls of social media marketing
 Explain how to avoid social media pitfalls
 Provide a roadmap for a social media strategy
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Social Media Strategy ©Spur Interactive 2009

3. Table of Contents
Business case for Social Media
Social Media Pitfalls
Avoiding Social Media Pitfalls
Social Media Strategy Framework
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Social Media Strategy ©Spur Interactive 2009

4. Social Media: a Powerful Force
The Web is essential in our daily lives
Other
Print
 33% of media consumption(1)
Online
Radio
 Boomers are gaining on Gens X/Y
TV
Social media to comprise 50% of usage(2)
 Social media now surpasses Email in global reach(3)
 Fastest growth: women over 50
Word of mouth is reaching a new level
 Millions of interactions take place every hour
 Brands are being discussed 24/7
(1) Pew Research foundation 2009, (2) Forrester, 3) Nielsen Online
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Social Media Strategy ©Spur Interactive 2009

5. 5 Reasons to Embrace Social Media
1. You are already involved in Social Media
 Your employees are doing it
 Discussions about your brand are taking place
 If you participate you can shape outcomes
2. Comparative advantages
 Word of mouth is #1 influencer of purchases
 Does not require a media budget
 Viral effect can carry a message a long way
3. Revenue growth
 Among top 100 Brands, those using social media
saw 18% lift in revenue (Altimeter / Wet Paint 2009)
 91% of Inc. 500 use social media (Umass Dartmouth 2009)
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Social Media Strategy ©Spur Interactive 2009

6. 5 Reasons to Embrace Social Media
4. Must-have for Corporate Marketing:
 Creating brand awareness and consideration
 Inbound marketing / research
 Community relations
 Recruiting / employee relations
 Investor relations
 Crisis / corporate communications
5. Search Engine Rankings!
 Can produce great results!
 See example on next slide
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Social Media Strategy ©Spur Interactive 2009

7. Case Study: Social Media Drives Search
Used social media
to obtain 3 of top 4
listings for “social
media business
case”
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Social Media Strategy ©Spur Interactive 2009

8. How Important is Social Media?
Importance of Social Media to Inc. 500
2007
50%
2008
80+% lift
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Very Important
Somewhat Somewhat Very Unimportant
No Response
Important
Unimportant
Source: UMASSD Center for Marketing Research 2008
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Social Media Strategy ©Spur Interactive 2009

9. How Are Leaders Using Social Media?
2007
Inc. 500ʼs Use of Social Media Today
2008
60%
90+% lift
100% lift
50%
40%
100+% lift
30%
20%
10%
0%
Bulletin Social Online Video
Blogging
Wikis
Podcasting
Don't Use
Boards
Networking
Source: UMASSD Center for Marketing Research 2008
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Social Media Strategy ©Spur Interactive 2009

10. How Social Media is Being Utilized
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Social Media Strategy ©Spur Interactive 2009

11. Social Media: Where the Growth Lies
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Social Media Strategy ©Spur Interactive 2009

12. Social Media Pitfalls
Rush to action without a plan
Lack of objectives and measurement
Content guidelines
Failing to engage audiences
Limited Reach
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Social Media Strategy ©Spur Interactive 2009

13. Social Media Pitfall #1: Rush to Action
Rushing to action without a plan (shiny new object)
• Hasty decisions and knee-jerk reactions
• One-off approach
• Focus on the wrong objectives or platforms
• Failing to understand requirements and resources
GMOOT!
(get me one of those)
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Social Media Strategy ©Spur Interactive 2009

14. Social Media Pitfall #2: Measurement
Success requires:
• Defined and measurable objectives
• Metrics that tie to those objectives
• Tools (and knowledge) for tracking metrics
• Ability to translate online activity to business results
• Methodology to calculate ROI
Awareness
Consideration
Sample Reports shown on
next 3 slides
Preference
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Social Media Strategy ©Spur Interactive 2009

15. Social Media Report: Buzz Volume Trends
Buzz Chart: Mentions of Client vs. Competitors (source: Nielsen Online)
Q3
Q4
Q1
Q2
Q3
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Social Media Strategy ©Spur Interactive 2009

16. Social Media Report: Sentiment
Sentiment: Client vs. Competitors (source: Nielsen Online)
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Social Media Strategy ©Spur Interactive 2009

17. Social Media Report: Buzz Volume Cross Topic
Buzz by topic: Client vs. Competitors (source: Nielsen Online)
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Social Media Strategy ©Spur Interactive 2009

18. Social Media Metrics
Engagement metrics
Web 2.0 Metrics
 Site visits
 Posts
 Unique visitors
 Tweets and ReTweets
 Visit frequency
 Facebook Fans
 Page views per visit
 Followers
 Time on site
 Ratio: Following to Followers
 Registrations
 Mentions
 Conversions
 Content views
 Content uploads
 Shared pages
 Sentiment ratio
 Page 1 search rankings
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19. Social Media Pitfall #3: Content
• While content is critical, it is often an afterthought
• Once the genie is out of the bottle, it’s too late
• Requires content planning
• Format: copy, video, photos, audio
• Type: original vs. repurposed
• Source: where will it come from?
• Requires approval
• Brand guidelines
• Legal issues (beware of astro-turfing!)
• Must be engaging…
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Social Media Strategy ©Spur Interactive 2009

20. Social Media Pitfall #4: Failure to Engage
• Social Media is about listening and !
interacting vs. shouting
• “Spray and Pray” doesn’t work
• Think: Telephone vs. Megaphone
• Engagement hurdles:
• Lack of interesting and relevant content
• Self-focused content
• Too much self-promotion
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Social Media Strategy ©Spur Interactive 2009

21. Social Media Pitfall #5: Limited Reach
• Social Media only works with a large audience
• Process of building a network is often overlooked
• Without reach, there is no ROI
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Social Media Strategy ©Spur Interactive 2009

22. Avoiding Social Media Pitfalls
Goals: Who and What?
• Define audiences and identify influencers
• Define objectives
• Set reasonable expectations
Media: which social media platforms?
Engagement: how to listen and interact?
• Content: types of media, voice, frequency
• Duties: producing, posting, sharing, responding
• Policy: addressing negative comments
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Social Media Strategy ©Spur Interactive 2009

23. Avoiding Social Media Pitfalls (cont.)
Reach: how will you promote your program?
• Online, email, offline, PR, word of mouth
• How will you build your network?
Resources: what is needed; what will it cost?
• People, process, assets, tools, etc.
Metrics: how will you measure success?
• What metrics will you use?
• What tools will you use?
• How will you translate into ROI?
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Social Media Strategy ©Spur Interactive 2009

24. The Missing Piece in Social Media?
Strategy.
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Social Media Strategy ©Spur Interactive 2009

25. Social Media Strategy: Roadmap for Success
Components of a Social Media Strategy
Audiences
Objectives and Metrics for measuring success
Team and resources
Key influencers (and tactics for engaging them)
Social Media sites, networks and groups
Content guidelines
Operational plan for producing, posting, sharing
Marketing plan to promote and build network
Tools (influencer tracking, monitoring, reporting)
Methodology for translating activity into ROI
You now have a framework for your
social media strategy!
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Social Media Strategy ©Spur Interactive 2009

26. In Closing…
Social media is not the holy grail or a panacea for all ills…
…but it is a powerful force that WILL impact your business
Like all things in business, success begins with a strategy…
…so remember your proverbs: “measure twice, cut once”
Let’s stay in touch!
 Check out our blog http://blog.spurinteractive.com
 Connect with me on:
 Twitter: @stevelatham
 Facebook: slatham
 LinkedIn: stevelatham
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Social Media Strategy ©Spur Interactive 2009

27. About the Presenter
Steve Latham is the founder and CEO of Spur Interactive, a strategic interactive
marketing agency. In this role, Steve has planned and managed successful
campaigns for brands such as Continental Airlines, FedEx Kinko's, ConocoPhillips
and others. In the realm of social media, Steve has extensive experience in
developing and executing social media strategies that produce measurable
business value.
Steve is an accomplished industry lecturer and thought leader. Steve speaks
frequently at industry events including Search Engine Strategies, Online Marketing
Summit and Interactive Strategies. Steve’s articles have been published by
MediaPost, Online Media Daily, iMedia Connection, Marketing News and
Bizjournals.com. Steve has been quoted in B2B Magazine, PR Week, Fortune and
CNN.com.
Steve received an MBA from Harvard Business School and a BBA from the
University of Oklahoma. You can read Steve’s articles at blog.spurinteractive.com
and at OnlineMarketingConnect.com.
facebook.com/slatham
@stevelatham !
www.linkedin.com/in/stevelatham
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Social Media Strategy ©Spur Interactive 2009