primary outcome. • A strategy is the approach you take to achieve a goal. • An objective is a measurable step you take to achieve a strategy. • A tactic is a tool you use in pursuing an objective associated with a strategy.
• If Facebook were a country, it would be the world’s 3rd largest. (750 million active users 50% login daily) • Two hours of video are uploaded to YouTube every second. • 200 Million tweets sent per day (up from 65M last year) • 380,000,000 Foursquare check-ins (1 in every country) • YouTube is the second largest search engine in the world more than 100 million videos. Social Media Stats
2. Who is the audience? 3. What does the audience know? 4. Where is the audience? 5. How can I connect with my audience? 6. How do I extend the conversation? 7. How can I get introduced to others?
audience to introduce me to others? When was the last time you saw this section in a marketing plan overview? Don’t let that be a reason to leave it out of your plan. If you’re going to do something truly integrated, you have to think beyond the conversation to the recommendation. Recommendation is where the real ROI comes, so think about how you can get your customer to give you one.
Because Management Says So • Generate top of mind awareness • Drive traffic to your website • Build a community • Drive leads and sales • Encourage & reward brand advocacy • Reputation management • Support Public Relations • Be a thought leader in your industry • Support customer service • HR, recruiting
your social profiles to your blog • In social posts add call to action to website • Create blog posts and share link in social • Listen to requests & share relevant link • Organize hangouts with details on website • Ask advocates & influencers to share links • Pay for your link in social media ads
type of performance measurement used to evaluate the success of a particular activity in which it is engaged. It is critical that success be determined by fulfilling pre-identified KPI’s rather than looking for random trends after the fact.
they are _______ years old. They describe themselves as ________. Their relationship status currently reads _________. They live with their _______________. They have lived in ________ (all their life / __ years ). #PROTIP: Use BizGym.com to manage your customer profiles and dive deeper into business learning.
used to refer to my brand? 2. What words would people use to request my product or service? 3. If my product/service is the answer, what is the question? 4. Who would ask the question?
Executive Staff) #1 BRAND/REPUTATION MANAGEMENT CUSTOMER SERVICE Industry (Product/Service) Keywords (Generic Product/Service Names) #2 CUSTOMER ACQUISITION Topical Keywords (Related to but not specific to a cause/service/product) #3 CONTENT TOPICS CAMPAIGNS & HASHTAGS Customer/Lifestyle Keywords (Result of product/service or words which describe the consumer) #4 CONTENT CURATION/ PARTNERSHIPS
create a cohesive layer to a content strategy that bridges the benefits of: • Accountability: Put it in writing where everyone can see it, touch it and live it. • Commitment: Stamp a date on it, chances are, you will get it done. • Accomplishment: Checking it off the list feels so good and also ties back to accountability. • Planning: Big picture first, start at the year, month, week and day. • Creativity: Mapping out the topics first will help free up space for creativity and inspiration. • Trends: Tie in the topics with keyword research and boost the SEO strategy. • Measurement: Watching the results in growth and also what is popular in content via tools such as Google Analytics will give you valuable information for future editorial ideas.
follow will follow back • # Discover: Who to follow • # Discover: Fiend friends • Search: “[ Your Brand Name ]” • Search: “[ Keywords from #2 & #3 ]” • [User]: Lists: [List Name]: Members
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![@Rob Bertholf Are you a fan of [Some Topic]? Join](https://files.speakerdeck.com/presentations/8e0f63a0dc8f0131b4ba7abe6293b58c/slide_86.jpg){kind=link}
![@Rob Bertholf Be sure to [Action] us on [Platform]! [Link]](https://files.speakerdeck.com/presentations/8e0f63a0dc8f0131b4ba7abe6293b58c/slide_87.jpg){kind=link}
![@Rob Bertholf Questions? Continued in Part 2 @Rob [email protected]](https://files.speakerdeck.com/presentations/8e0f63a0dc8f0131b4ba7abe6293b58c/slide_102.jpg){kind=link}
![@Rob Bertholf Aloha! @Rob http://robbertholf.com [email protected]](https://files.speakerdeck.com/presentations/8e0f63a0dc8f0131b4ba7abe6293b58c/slide_104.jpg){kind=link}