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Are you ready to add some “Why” to your “How”? Tired of chasing shiny objects, and setting up Twitter and Facebook accounts with clear direction, or success metrics?
Then this is the blog post for you.
I presented today at Social Media AZ, a new conference for Arizonans interested in, and practicing social media. Unbelievable turnout (more than 260) for a first-time event, and tremendous kudos to Fred Von Graf, who organized it practically solo.
This presentation: “Why Before How: The Keys to Developing a Social Media Strategy in 7 Steps” also formed the basis for my recent MarketingProfs Webinar.
The 7 Steps to Creating a Social Media Strategy
Before you begin, commit to worrying about social media tools last, not first. Why? Because tools will change. They always do. There was a time when Netscape seemed invincible. Yahoo, too. Myspace also. If you fall in love with tools, you’ll constantly be changing directions, with no real plan to guide your way.
1. What’s Your Pitch?
The elevator pitch is dead. Can you describe what your company does in 120 characters or less?
2. What’s the Point?
What type of program is this? Awareness, Sales, or Loyalty? Pick one.
3. What’s Your Relationship with Your Audience?
What does your audience know about you today?
- Nothing
- Aware of you, but never acted
- Acted once
- Repeat actions/enthusiasts
- Advocates
Pick up to two of these segments to focus upon, but make sure they are adjacent on this scale. It’s too confusing to have a strategy that targets advocates AND people that have never heard of you. That would be two strategies, not one.
4. How Does Your Audience Use Social Media?
Using the Forrester Social Technographics Ladder, understand how your target audience (as defined by gender, age, and geography) uses social media. If your audience skews older, you may not want to engage in a lot of “make a video” contests, since that segment indexes low on the “Creator” scale.
You can play with the Social Technographics Ladder data right here:
5. What’s Your One Thing?
What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits. Volvo = Safety. Apple = Innovation. Disney = Magic. What’s on the other side of your = sign?
Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing.
6. How Will You Be Human?
Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
7. How Will You Measure Success?
Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program. See the slide deck for details. Also, see amazing stuff from Olivier Blanchard, and a killer Webinar from Beth Harte.
Now, you can worry about tools, and outposts, and social media tactics.
To help you figure all this out, you might want to download my free social media strategy worksheet.
Social Media Strategy Worksheet from Jay Baer at Convince and Convert
As a social media consultant, I specialize in helping companies create and implement social media strategy. Social media strategy consulting details here.
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RT @jaybaer: Develop a social media strategy in 7 steps. (includes slides and worksheet) [link to post]
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RT @jaybaer: Develop a social media strategy in 7 steps. (includes slides and worksheet) [link to post] (THAT’S Transparency!, friends!)
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RT @jaybaer: Develop a social media strategy in 7 steps. (includes slides and worksheet) [link to post] Awesome post
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As always, great stuff. RT @jaybaer: Develop a social media strategy in 7 steps. (includes slides and worksheet) [link to post]
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develop a social media strategy in 7 steps (includes slides and worksheet) [link to post] > @jaybaer
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Great read on building your transparency through social media strategy [link to post] [link to post]
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Perfect in its simplicity! RT @jaybaer: Develop a social media strategy in 7 steps. (includes slides and worksheet) [link to post]
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RT @jaybaer Develop a social media strategy in 7 steps. (includes slides and worksheet) [link to post]
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RT @tweetmeme Develop a Social Media Strategy in 7 Steps | Social Media Marketing | Social Media Consulting – Convince … [link to post]
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Elevator speech is now 120 characters. RT @jaybaer: Develop a social media strategy in 7 steps. [link to post]
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RT @hmilesaustin @jaybaer: Develop a social media strategy in 7 steps. (includes slides and worksheet) [link to post]
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@billpollak Thanks Bill. Looks like a good read. I need validation for spending time on Twitter! [link to post]
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@jaybaer Thanks for sharing the 7 steps! Will love to have clients get away from brochures and explain in 120.
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@jaybaer I’m quoting you in my class Saturday – archery vs. Ping Pong analogy! Great!
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Good find! RT @DeepDishCreates @jaybaer: Develop a social media strategy in 7 steps. (includes slides and worksheet) [link to post]
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Develop a Social Media Strategy in 7 Steps via @jaybaer (makes it easy for newbies) [link to post] (via @elizabethsosnow)
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RT @kcgrammargirl: Seven steps to develop a social media strategy: [link to post]
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RT jaybaer: Develop a social media strategy in 7 steps. (includes slides and worksheet) [link to post]
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Tweeting for venture capital? Sir Richard Branson thinks it is a great idea. [link to post] Keep it simple!
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Develop a Social Media Strategy in 7 Steps via @jaybaer (makes it easy for newbies) [link to post]
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Seven steps to develop a social media strategy: [link to post]
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Develop a social media strategy in 7 steps. (includes slides & worksheet) [link to post] (RT @jaybaer) #smaz
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Sorry I missed you at today’s event. It looked like a great one, and my best intentions of attending were abruptly detoured in the chase for new biz. Anyway, I just got off the phone with a new client out of Canada, and we had nearly the same conversation that this post covers. So, giving you all the cred., I’ve forwarded your blog to him. Thanks for sharing. Terrific content, per usual. Cheers!
.-= Park Howell´s last blog ..Social Media 101 Explained by the Best Fishing Analogy EVER =-.
Thanks so much. It was FREAKY. I was using you as a great example of a blog with focus and intent during my panel discussion, and this comment from you showed up on my phone at the exact same time. Whoa.
Two worlds colliding. Too funny.
.-= Park Howell´s last blog ..Just Because You’re “Green” Doesn’t Make You Sustainable: Nature’s 10 Simple Survival Tips. =-.
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RT @JayBaer Just had this conversation with a new client: “Develop a Social Media Strategy in 7 Steps” [link to post] Thanks Jason.
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Excellent point about avoid falling in love with social media tools.
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“Develop a Social Media Strategy in 7 Steps” [link to post] great post http://friendfeed.com/e/12fe54b0-5f59-484a-8194-83987000fff9
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RT@jaybaer: Develop a social media strategy in 7 steps. [link to post]. Great stuff JB. Thx!
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RT @jaybaer: 7 steps to creating a social media strategic plan. [link to post]
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Really enjoyed this presentation: 7 steps to creating a social media strategic plan. [link to post] RT@jaybaer
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7 steps to creating a social media strategic plan. [link to post] (via @jaybaer)
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RT @jaybaer: 7 steps to creating a social media strategic plan. [link to post] (Loren: GR8 stuff JB – U rock as always)
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Helpful blog post on “The 7 Steps to Creating A Social Media Strategy”: [link to post]
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Good post. RT jaybaer: 7 steps to creating a social media strategic plan. [link to post]
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RT @tweetmeme Develop a Social Media Strategy in 7 Steps @jaybaer [link to post] Includes slides/worksheets
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Develop a Social Media Strategy in 7 Steps | Social Media Marketing | Social Media Consulting – Convince & Convert [link to post]
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Technical but clear. RT @impactmax: Develop a Social Media Strategy in 7 Steps – Convince & Convert [link to post]
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Develop a Social Media Strategy in 7 Steps @jaybaer [link to post] Includes slides and worksheets.
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Very strong presentation. Terrific job at crystallizing the thought process that needs to occur instead of just signing up for FB and Twitter and “going for it.” It is profoundly important for business to realize that social media isn’t a set of tools or “the place to be.” Instead, it is the next best way for them to finally join the conversation with their customers – who have been talking about them the whole time. Thanks Jason!
Thanks Tim. Fantastic to have you there when I did it live. Much appreciated. Your point about customers talking the entire time is spot on. We just have the magnifying glass now.
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@jaybaer Thanks for sharing this!
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Develop a Social Media Strategy in 7 Steps [link to post]
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RT @FuelLines: Develop a Social Media Strategy in 7 Steps [link to post] – GOOD STUFF!
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Great post! Thanks for providing information that is not just general chat on the subject.
.-= Aussie_Sheila´s last blog ..Auslogics Task Manager to Help You Control Your PC =-.
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RT @jaybaer: 7 steps to creating a social media strategic plan. [link to post] < < Good to read..
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RT @impactmax: Develop a Social Media Strategy in 7 Steps | Social Media Marketing [link to post]
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Now that’s a great post! @jaybaer on how to develop a social media strategy [link to post]
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First Set your Goals, Then Act – How to Develop your Social Media Strategy in 7 Steps: [link to post]
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Hey Jason,
An interesting post about Developing a Social Media Strategy in 7 Steps. Many brands these days use social media to promote themselves and to reach out to their target audience. There is an interesting article about it.
http://blogs.position2.com/category/smm
[...] Develop a Social Media Strategy in 7 Steps [...]
This is a very comprehensive tip which very useful and valuable for me. I try to follow this steps.
Thank you.
.-= Pakde Cholik´s last blog ..Koin dibalik kasur =-.
[...] Develop a Social Media Strategy in 7 Steps | Social Media Marketing | Social Media Consulting – Conv…convinceandconvert.com [...]