Integrating social media into your business strategy
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Brent Robertson, Chief Creative Officer, INTEGRATING SOCIAL MEDIA INTO YOUR BUSINESS STRATEGY. Intentions for this presentation. A different perspective Make it fun and interesting (successful) Social media initiatives <> Business objectives Open a conversation.

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Presentation Transcript
Integrating social media into your business strategy

Brent Robertson, Chief Creative Officer,


Intentions for this presentation
Intentions for this presentation

  • A different perspective

  • Make it fun and interesting (successful)

  • Social media initiatives <> Business objectives

  • Open a conversation

State of the social space
State of the Social Space

  • Social Media has surpassed PORN as the #1 activity on the web. Nuff said!

State of the social space1
State of the Social Space

  • Social environments have become:

    • A tour de force, threatening the major players relevance.

    • Brought misbehaving organizations, governments, politicians and business leaders to their knees at the speed of a tweet

    • Changed the nature of how we digest information

    • Flattened the world

Social media trending
Social Media Trending

  • Localization

  • Measurement

  • Consolidation

The art of social networking

The Art of Social Networking

If someone tweets that has no followers, did they actually tweet?

Presenting yourself
Presenting Yourself

  • Who are you?

    • An organization

    • A person working for an organization

    • A specific persona [expert] within the organization

    • One of many social representatives of your organization

    • A person representing an organization from the outside

The ideal profile
The Ideal Profile

  • Fits “who you are”

  • Has detailed information that supports your role

  • Is high-quality and correct

  • Articulates your voice and personality

  • Is rich in activity

The ideal profile inventory
The Ideal Profile Inventory

  • Great photography

  • A quick synopsis of you and what you are about

  • A well written biography, both short and long versions

  • A well written and approved description of the organization, short and long versions

  • Personality and interests!

A well crafted profile allows
A well crafted profile allows:

  • You to be someone your audience wants to be connected with

  • Clarity about who you are and what organization you represent

  • Clear expectations about what you will discuss and post

  • The best impact for your networking efforts

Who are the right connections
Who are the “Right” Connections

  • Who are your customers

  • Who can bring you customers

  • Who can steal your customers

  • Who do you want to be associated with

  • Who can tell your story and you theirs

  • Who can serve your needs and you theirs

  • Who might surprise you

Where are these connections
Where are These Connections

  • Search them out on all platforms

  • Search your connections’ connections

  • Search groups and pages

  • Search Google: Discussions

Where are these connections1
Where are These Connections

  • Create an organizational networking process

    • Meet Someone

    • Connect with them on any/all platforms

    • Enter their information into CRM system

    • Communicate via multiple platforms and let them opt out of any they don’t desire

Go get em
Go Get’em

  • Be personal and genuine

  • Be persistent but patient

  • Be willing to connect beyond the social space

  • Be ready for questions/comments/conversation

Mastering online content

Mastering Online Content

If people don’t read online, then why do we write online?

The nature of reading online
The Nature of Reading Online

  • Slower

  • Less comprehension

  • More distractions

  • Visuals win over words

The nature of online conversation
The Nature of Online Conversation

  • Only 5-10% of your network will comment online

  • If your posts are too aloof: Intimidating

  • If your posts are too simple: Not worth the time

  • Keep it short, sweet and to the point

  • Support posts with visuals whenever possible

  • Match the technology with the conversation

I want to
I Want to:


  • Questions

  • News w/personal spin

  • Casual

  • Doesn’t please everyone

  • News of staff

  • Shares others’ events

  • Achievements

  • Pre- and post-event sharing


  • Answers

  • News w/just the facts

  • Sounds like/is a press release

  • Diplomatic

  • Bios of staff

  • Only talks about your org.

  • Achievements

  • Pre- and post-event sharing

I want to1
I Want to:


  • Desires deeper relationship

  • Is slower but more thoughtful

  • More personal

  • More generous

  • Is willing to sacrifice the many to satisfy the few

  • Requires significant industry insight & expertise


  • Desires quick response or shorter term relationship

  • Is fast paced, first to the post

  • Less personal

  • More self-serving

  • Quantity vs. quality

  • Requires significant daily/hourly updates

Start communicating
Start Communicating

  • Be clear about your intentions for each post

    • Beware of the Re-Tweet Button!

  • If you seek reaction, be ready for none or tons

  • If you want your connection to “do” something, be clear what and where

Start communicating1
Start Communicating

  • Be aware of any other marketing initiatives within your organization and use Social Media to support them

  • If you don’t know what your network is interested in, ask them.

    • (If I could provide you with something that would be valuable to you that you don’t yet have, what would it be?)


  • Be detailed

  • Be descriptive

    DO: DONT:

Finding great content
Finding Great Content

  • Be the reporter for your organization

  • Learn who has the unique stories appropriate for your network

  • Create a policy or process for gathering information

  • Validate what you post against the experts BEFORE you post it

  • Have experts available for questions

Time management

Time Management

Don’t forget the cover sheet on your TPS reports.


  • Networking – Daily

  • Monitoring – Daily

  • Commenting – Daily

  • Posting

    • Short news bytes – Daily +

    • Long thoughtful posts that require reaction – Weekly +

  • Invites

    • 4-6 week notice, with weekly follow-ups daily the week of the event

Don t add replace
Don’t add, Replace

  • Event management and promotion

  • E-mail and chat

  • PR

  • Recruiting

  • In-person networking events

  • Divide and conquer


  • Carefully consider how you measure ROI in the social space

  • Make sure you are communicating with whom might be hearing about the results (the sales team)

  • Measure the intangible, the buzz, the name recognition

  • Measure all of your marketing initiatives

Measurement tools
Measurement Tools

  • Social Mention - sentiment rating (ratio of positive to negative mentions):

  • WebTrends -

  • Twitter Grader - compares influence:

  • Klout - measures influence:

  • Blogoscope - Visualization tool devel. By Univ. of Toronto:

  • HootSuite, TweetDeck, CoTweet, Seesmic - all have measurements built in

  • Forrester’s Technographic Profile:

  • Measure SM in 10 min./day:

  • How sociable? - brand visibility:

  • PostRank - track social engagement: