8 Steps to Creating a
Winning Social Media
Strategy
©2010 WhitePaperSource Publishing • Do NOT distribute
Presented by
Jay Baer
Social Media Isn’t A Conversation
It’s Where the Conversation Takes Place
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Tools Change. Always.
Share of Search 1999
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Worry About the Tools Last, Not First
www.conversationprism.com
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8 Step Process
Build an Ark
Listen
What’s the Point?
Who Is Your Audience
How Do They Use Social Media?
Find Your One Thing
Select Outposts
Pick Metrics
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1. Build an Ark
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Passion Trumps Position
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2. Listen
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Listening Queries
What’s Being Said About Us?
What’s Being Said About Our Competitors?
What’s Our Sentiment & Share of Voice?
Who’s Saying It?
Where Are They Saying It?
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3. What’s the Point?
Awareness?
Sales?
Loyalty?
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Pick One
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4. Who is Your Audience?
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Awareness
Sales
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Loyalty
Pick Up To Two, Adjacent
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Analyze Audiences
Age
Gender
Geography
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5. How Do They Use Social Media?
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Map Demographics to Social Technographics
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We’re Not All Spielberg
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1961 Entries
300 Entries
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6. What’s Your One Thing?
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Your carefully crafted
brochure copy
filled with
bullet points
about
product
features and
benefits
Does NOT Make This Happen…
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Passion is the Gasoline of Social Media
Find Your One Thing and Make People Feel It
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It’s Not About Ketchup
It’s About Where Ketchup Comes From
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Social Media is About People, Not Logos
How Will You Be Human?
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Sometimes An Employee is the Star
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Maybe Everyone Takes a Turn
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Maybe Your Customers are the Star
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A Star is Born
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Being Human Works
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7. Select Outposts
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All Companies are Using the Big 4
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Measure Impact
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There’s No Magic Formula
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8. Match Metrics to the Goal
Awareness?
Sales?
Loyalty?
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Questions?
LIVE Q&A
INSTRUCTIONS
Already on the phone:
(*) (8) on your telephone
to get in queue.
Listening online: Call
866-630-3507, pin 9206;
then press (*) (8)
Outside US/Canada: Call
+1 (503) 295-8000, enter:
(866) 630-3507 (do not
dial '1'), pin 9206. Press
(*) (8)
Social Media Strategy
www.convinceandconvert.com
@jaybaer
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