Digital and Social Strategy Integration

How to integrate social media strategies into your larger digital strategy so you're not overwhelming your client with 300+ micro -strategies.

Transcript

1. D I G I TA L A N D S O C I A L S T R AT E G Y I N T E G R AT I O N © 2014 D AVE L I N A B U RY LL C | @D AV E ZI L L A | D AV E L I N AB U RY.C OM | PH OTO C R E DIT: flow erca t via phot opin cc
2. W H O A M I ?
3. ✓ SOCIAL MEDIA INSTRUCTOR AT MICHIGAN STATE UNIVERSITY (1 YR) ✓ DIGITAL STRATEGIST AT DAVE LINABURY LLC (3 YRS) ✓ JUDGE AT WEBBY AWARDS (6 YRS) PREVIOUSLY… ✓ EVP, DIRECTOR OF INTERACTIVE AT CAMPBELL EWALD (8 YRS) ✓ GRAPHIC FACILITATOR AND I.A. AT GENERAL MOTORS (5 YRS) ‣ STORYBOARD ARTIST AT DISNEY (6 MOS) ‣ GRAPHIC FACILITATOR AT LOS ALAMOS NATIONAL LABS (6 MOS) ‣ STRATEGIST AT IDEO (5 MOS) ✓ ART DIRECTOR AT THE MIRROR NEWSPAPERS (4 YRS) ✓ ILLUSTRATOR AT SKYLINE STUDIOS (2 YRS) ✓ NOTARY AT A CEMETERY (6 MOS) ✓ PLATEMAKER AT PRINT WORLD THROUGHOUT COLLEGE (4 YRS) ✓ SCOOPED FISH AT TWO TROPICAL FISH STORES (2 YRS)
4. Y E S , I ’ M T H AT O L D . P H O T O C R E D I T: D i e t m a r Temp s via phot opin cc
5. W H Y A M I Q U A L I F I E D T O TA L K ?
6. 2 1 Y E A R S I N D I G I TA L
7. 2 1 Y E A R S I N D I G I TA L B L O G G I N G S I N C E 1 9 9 8
8. 2 1 Y E A R S I N D I G I TA L B L O G G I N G S I N C E 1 9 9 8 H E L P E D I N V E N T W O R D P R E S S W H E N I T WA S S T I L L C A L L E D B 2 .
9. 2 1 Y E A R S I N D I G I TA L B L O G G I N G S I N C E 1 9 9 8 H E L P E D I N V E N T W O R D P R E S S W H E N I T WA S S T I L L C A L L E D B 2 . F I R S T B L O G G E R T O B E S U E D B Y A B I L L I O N D O L L A R C O M PA N Y ( A N D W I N ! )
10. 2 1 Y E A R S I N D I G I TA L B L O G G I N G S I N C E 1 9 9 8 H E L P E D I N V E N T W O R D P R E S S W H E N I T WA S S T I L L C A L L E D B 2 . F I R S T B L O G G E R T O B E S U E D B Y A B I L L I O N D O L L A R C O M PA N Y ( A N D W I N ! ) I N T E R V I E W E D B Y W I R E D , N Y T, T E C H T V, C N E T A N D 1 1 0 O T H E R N E W S PA P E R S
11. 2 1 Y E A R S I N D I G I TA L B L O G G I N G S I N C E 1 9 9 8 H E L P E D I N V E N T W O R D P R E S S W H E N I T WA S S T I L L C A L L E D B 2 . F I R S T B L O G G E R T O B E S U E D B Y A B I L L I O N D O L L A R C O M PA N Y ( A N D W I N ! ) I N T E R V I E W E D B Y W I R E D , N Y T, T E C H T V, C N E T A N D 1 1 0 O T H E R N E W S PA P E R S I ’ M A V E R B I N T H E U R B A N D I C T I O N A RY
12. 2 1 Y E A R S I N D I G I TA L B L O G G I N G S I N C E 1 9 9 8 H E L P E D I N V E N T W O R D P R E S S W H E N I T WA S S T I L L C A L L E D B 2 . F I R S T B L O G G E R T O B E S U E D B Y A B I L L I O N D O L L A R C O M PA N Y ( A N D W I N ! ) I N T E R V I E W E D B Y W I R E D , N Y T, T E C H T V, C N E T A N D 1 1 0 O T H E R N E W S PA P E R S I ’ M A V E R B I N T H E U R B A N D I C T I O N A RY W R I T E M Y O W N W O R D P R E S S P L U G I N S
13. 2 1 Y E A R S I N D I G I TA L B L O G G I N G S I N C E 1 9 9 8 H E L P E D I N V E N T W O R D P R E S S W H E N I T WA S S T I L L C A L L E D B 2 . F I R S T B L O G G E R T O B E S U E D B Y A B I L L I O N D O L L A R C O M PA N Y ( A N D W I N ! ) I N T E R V I E W E D B Y W I R E D , N Y T, T E C H T V, C N E T A N D 1 1 0 O T H E R N E W S PA P E R S I ’ M A V E R B I N T H E U R B A N D I C T I O N A RY Q U O T E D I N 1 3 B O O K S W R I T E M Y O W N W O R D P R E S S P L U G I N S
14. 2 1 Y E A R S I N D I G I TA L B L O G G I N G S I N C E 1 9 9 8 H E L P E D I N V E N T W O R D P R E S S W H E N I T WA S S T I L L C A L L E D B 2 . F I R S T B L O G G E R T O B E S U E D B Y A B I L L I O N D O L L A R C O M PA N Y ( A N D W I N ! ) I N T E R V I E W E D B Y W I R E D , N Y T, T E C H T V, C N E T A N D 1 1 0 O T H E R N E W S PA P E R S I ’ M A V E R B I N T H E U R B A N D I C T I O N A RY Q U O T E D I N 1 3 B O O K S 3 1 B L O G G I N G AWA R D S W R I T E M Y O W N W O R D P R E S S P L U G I N S
15. 2 1 Y E A R S I N D I G I TA L B L O G G I N G S I N C E 1 9 9 8 H E L P E D I N V E N T W O R D P R E S S W H E N I T WA S S T I L L C A L L E D B 2 . F I R S T B L O G G E R T O B E S U E D B Y A B I L L I O N D O L L A R C O M PA N Y ( A N D W I N ! ) I N T E R V I E W E D B Y W I R E D , N Y T, T E C H T V, C N E T A N D 1 1 0 O T H E R N E W S PA P E R S I ’ M A V E R B I N T H E U R B A N D I C T I O N A RY Q U O T E D I N 1 3 B O O K S 3 1 B L O G G I N G AWA R D S W R I T E M Y O W N W O R D P R E S S P L U G I N S W R I T T E N D I G I TA L S T R AT E G I E S F O R O V E R 5 0 C O M PA N I E S
16. P H O T O C R E D I T: ©1 9 8 8 WA R N E R BROS. ENTERTAINMENT, INC.
17. A M I Q U A L I F I E D ? P H O T O C R E D I T: ©1 9 8 8 WA R N E R BROS. ENTERTAINMENT, INC.
18. H O W T O W R I T E A W I N N I N G D I G I TA L S T R AT E G Y P H O T O C R E D I T: H i ki n g A rtist.com via phot opin cc ( T H AT I N C L U D E S S O C I A L M E D I A )
19. T H E 6 7 M A J O R D I F F E R E N C E S B E T W E E N D I G I TA L A N D S O C I A L S T R AT E G I E S P H O T O C R E D I T: R aym o nd o166 via phot opin cc
20. I L I E D . ! ! ! T H E R E ’ S O N LY T W O .
21. S O C I A L M E D I A S T R AT E G I E S W I L L G E T Y O U I N T O M O R E D O O R S , H O W E V E R … P H O T O C R E D I T: S t ew f via phot opin cc
22. I T ’ S E A S I E R T O G E T B U D G E T F O R A D I G I TA L S T R AT E G Y T H AT I N C L U D E S S O C I A L M E D I A P H O T O C R E D I T: k i ng st o n is t .com via phot opin cc
23. “ I ’ V E G O T A T V S T R AT E G Y, A S E A R C H S T R AT E G Y, A M E D I A S T R AT E G Y, A S O C I A L M E D I A S T R AT E G Y, A N D A C O N T E N T S T R AT E G Y. W H E R E T H E F * * * I S M Y S T R AT E G Y ? ” P H O T O C R E D I T: K N via phot opin cc
24. Y O U A N S W E R W H O , W H AT , W H E R E , W H Y , W H E N A N D H O W . P H O T O C R E D I T: e ka i via phot opin cc
25. G E S TA LT. Y O U R C L I E N T WA N T S T O S E E T H E B I G P I C T U R E I N H E R H E A D . P H O T O C R E D I T: m a r f is 75 via phot opin cc
26. M A K E I T S O . P H O T O C R E D I T: CB S COR P OR ATION
27. B E C O N C I S E . P H O T O C R E D I T: E l e c t rop od via phot opin cc
28. P P T I S F O R VA C AT I O N P I C S P H O T O C R E D I T: J u e rg e n K urlvink via phot opin cc
29. I N C L U D E A C L I E N T Q U O T E S TA K E I N T H E G R O U N D B E R E A D Y T O S AY N O
30. W H O ? P H O T O C R E D I T: p h o tking via phot opin cc
31. Y O U W I L L N E E D T H E H E L P O F C O N T E N T , S O C I A L M E D I A , P L A N N I N G A N D R E S E A R C H
32. W H O = T H E P E R S O N A D E S C R I B E T H E M . M A K E Y O U R C L I E N T B E L I E V E T H I S P E R S O N 
 I S R E A L A N D 
 E A S I LY O F F E N D E D . ( T H I S I S K E Y )
33. P E R S O N A S A R E 
 B A S E D O N FA C T S N O T “ W E L L , I T H I N K I T ’ S … ” O R , “ M Y D A U G H T E R N E V E R D O E S T H AT A N D S H E ’ S A LWAY S O N I N S TA G R A M … ”
34. “ T H E P L U R A L 
 O F A N E C D O T E 
 I S N O T D ATA . ” — R AY M O N D W O L F I N G E R
35. T H R E E T H I N G S T O K N O W A B O U T P E R S O N A S P H O T O C R E D I T: P ed ro S imoes 7 via phot opin cc
36. P H O T O C R E D I T: P ed ro S imoes 7 via phot opin cc P E R S O N A S A R E N O T A F F E C T E D B Y C H A N G E S I N T E C H N O L O G Y TA R G E T M A R K E T S A R E N O T P E R S O N A S D O N ’ T C O N F U S E T H E M W / J O B T I T L E S
37. F I V E T H I N G S Y O U R P E R S O N A N E E D S T O A N S W E R P H O T O C R E D I T: c h a ng o via phot opin cc
38. P H O T O C R E D I T: P ed ro S imoes 7 via phot opin cc W H AT ’ S A D AY I N H E R L I F E L I K E ? J O B A N D D E M O G R A P H I C I N F O H E R C H A L L E N G E S O R PA I N P O I N T S W H E R E S H E G O E S F O R I N F O R M AT I O N O B J E C T I O N S T O P R O D U C T S & S E R V I C E S
39. W H AT ? P H O T O C R E D I T: V i e w M ind er via phot opin cc
40. T H I S S E C T I O N I S A L L Y O U , S T R AT E G I S T
41. W H AT = T H E S T R AT E G I C L I N E W E WA N T T H E M T O R E M E M B E R
42. O N E L I N E O N LY T W O L I N E S A R E O K I F I T ’ S T R U LY A W E S O M E A N D C A N ’ T B E S A I D I N O N E . R A R E .
43. A S T R AT E G Y I S N O T 
 A T O - D O L I S T O F TA C T I C S
44. I T S H O U L D S TA RT W I T H A V E R B A N D D E S C R I B E T H E E N T I R E S O L U T I O N
45. M A K E I T M E M O R A B L E P H O T O C R E D I T: Ni n j a M . via phot opin cc
46. C O M B I N E P O P R E F E R E N C E S F O R C L A R I T Y
47. “ I T ’ S A C R O S S B E T W E E N S TA R WA R S A N D J AW S ” — R I D L E Y S C O T T
48. “ I N E E D A C R O S S B E T W E E N J A N E G O O D A L L A N D S E T H G O D I N . ” — M E , W H E N H I R I N G
49. W H Y T H I S W O R K S : C O M B I N E S P O P U L A R T H E M E S , P E O P L E , C U LT U R E T O G E T H E R I N A WAY W E G R A S P Q U I C K LY.
50. E X P L A I N I N G 
 W I T H O U T D E TA I L S
51. “ B U I L D M E T H E C O M P U T E R T H E J E T S O N S W O U L D U S E ” — S T E V E J O B S
52. “ T H E T H I R D S PA C E B E T W E E N T H E O F F I C E A N D H O M E ” — H O WA R D S C H U LT P H O T O C R E D I T: t a la t via phot opin cc
53. “ I WA N T T O F LY A R O U N D T H E W O R L D W I T H O U T R E F U E L I N G ” — B U R T R U TA N
54. “ I WA N T T O C A R RY 1 , 0 0 0 S O N G S I N M Y P O C K E T ” — S T E V E J O B S
55. W H Y T H I S W O R K S : N O D E TA I L S , N O S P E C S 
 J U S T A C L E A R I D E A
56. W H E R E ? P H O T O C R E D I T: R E B E L via phot opin cc
57. Y O U W I L L N E E D T H E H E L P O F C O N T E N T , S O C I A L M E D I A A N D R E S E A R C H F O R T H I S S E C T I O N
58. W H E R E = P L AT F O R M S W H E R E D O E S T H E P E R S O N A P L AY, R E S E A R C H A N D 
 WA S T E T I M E ?
59. U N D E R S TA N D T H E S . W. O . T. O F E A C H P L AT F O R M FA C E B O O K I S N O T E V E RY T H I N G
60. Created On: Fri Jan 24 2014 CORE3 THOUGHT LEADERSHIP / PEER REVIEW AWARENESS / CONSIDERATION PAID, EARNED, OWNED PAID, OWNED EARNED, OWNED EARNED, OWNED EARNED, OWNED EARNED, OWNED EARNED, OWNED GENERAL MEDICINE P.C. DIGITAL AND SOCIAL ECOSYSTEM EARNED, OWNED s MEDICAL JOURNALS EARNED, OWNED DOTCOM BRICK AND MORTAR ! IN PERSON, EVENTS EARNED, OWNED
61. W H Y ? P H O T O C R E D I T: b i t zcelt via phot opin cc
62. Y O U W I L L N E E D T H E H E L P O F A N A LY T I C S , S O C I A L M E D I A A N D P L A N N I N G F O R T H I S S E C T I O N
63. W H Y = T H E R E S U LT S I F W E D O [ X ] 
 O N [ Y ] S I T E 
 W E W I L L G E T [ Z ] R E S U LT
64. I N T R O D U C E T H E N U M E R I C G O A L ( S ) Y O U ’ V E S E T S H O W T H E I R S I T E T R A F F I C A N D A N Y O T H E R D ATA 
 ( L I K E M O N I T O R I N G )
65. W H AT W I L L W E M E A S U R E ? C L I E N T S D O N ’ T C A R E W H AT T O O L S Y O U U S E I T D O E S N ’ T M A K E Y O U S E E M M O R E T E C H - S AV V Y
66. B A K E I N 
 C O U R S E - C O R R E C T I O N S
67. D I G I TA L A N D S O C I A L M E D I A C H A N G E T E C H N O L O G I E S E V E RY T H R E E M O N T H S ( S O T H I N K T W I C E B E F O R E Y O U S U G G E S T A F I V E Y E A R P L A N )
68. H O W E F F E C T I V E I S Y O U R S O L U T I O N A N D W H E N W I L L I S E E R E S U LT S ? P H O T O C R E D I T: A l e x E . P roimos via phot opin cc
69. W H E N ? P H O T O C R E D I T: d o g 97209 via phot opin cc
70. Y O U W I L L R E A L LY N E E D T H E H E L P O F C O N T E N T A N D S O C I A L M E D I A F O R T H I S S E C T I O N
71. W H E N = C O N T E N T P L A N T H E R E A R E D O Z E N S O F PA R A L L E L S B E T W E E N C O N T E N T P L A N N I N G A N D G A R D E N I N G
72. C O N T E N T N E E D S WAT E R I N G A N D F E E D I N G P H O T O C R E D I T: e p S os.d e via phot opin cc
73. C O N T E N T N E E D S W E E D I N G A N D P R U N I N G P H O T O C R E D I T: J e n n y Dow ning via phot opin cc
74. C O N T E N T ’ S “ S O I L ” O F T E N N E E D S T O B E R E P L A C E D P H O T O C R E D I T: P e r m a culture via phot opin cc
75. C O N T E N T I S A F F E C T E D 
 B Y S E A S O N S P H O T O C R E D I T: D avezilla via phot opin cc
76. H O W ? P H O T O C R E D I T: A rd innn via phot opin cc
77. Y O U W I L L N E E D T H E H E L P O F E V E RY O N E F O R T H I S S E C T I O N
78. H O W = Y E S , TA C T I C S Y O U C A N R E L A X N O W…
79. B E B R I E F
80. R E M I N D T H E M T H AT E A C H TA C T I C W I L L B E M E A S U R E D W H AT T H E Y W I L L G E T W H E N T H E TA C T I C S U C C E E D S
81. P H O T O C R E D I T: T h e A l i e n e s s Gisela Gia rd ino via phot opin cc
82. G O V E R N A N C E M O D E L S ‣ YOU’LL NEED ACCOUNT’S HELP ON THIS SECTION (OR PM) ‣ LEARN TO LOVE THEM. THEY SOLVE ARGUMENTS LATER ON. ‣ THEY ANSWER THREE CRITICAL QUESTIONS: 1. WHO IS RESPONSIBLE FOR WHAT (NAME, TITLE) 2. WHO OWNS WHAT (AGENCY, CLIENT, VENDOR) 3. WHAT IS THE CHAIN OF COMMAND IN A CRISIS?
83. C O N T I N G E N C Y P L A N S ‣ YOU’LL NEED LEGAL ’S HELP ON THIS SECTION, TOO ‣ WHAT DO YOU DO IF BAD THINGS HAPPEN? ‣ YOU NEED A FLOWCHART SENT TO: 1. AGENCY 2. CLIENT 3. VENDOR ‣ ALL THREE MUST AGREE ON THE PLAN
 (TRUST ME ON THIS)
84. C O N T E N T S T R AT E G Y ‣ CERTAIN WORKING DOCUMENTS SHOULD ACTIVELY MAINTAINED BY CONTENT: ‣ CONTINGENCY PLAN ‣ CONTENT CALENDAR ‣ GOVERNANCE MODEL ‣ EDITORIAL FLOWCHART
85. C O N T E N T I S N O T J U S T M E S S A G I N G ‣ COPY: DUH. ‣ IMAGES: INSTAGRAM, ANYONE? ‣ VIDEO: HELLO VINE. HELLO YOUTUBE. ‣ GAMIFICATION REWARDS: (FOURSQUARE BADGES, UNLOCKED LEVELS) ‣ INFOGRAPHICS: MASHABLE’S LEADING SOURCE OF TRAFFIC ‣ SLIDESHOWS: SLIDESHARE, DOCSTOC, RESEARCH GATE ETC. ‣ ANYTHING SHARABLE: I THINK YOU GET THE IDEA.
86. C O N T E N T I S N O T S O M E T H I N G W E A D D L AT E R ‣ IT’S THE WHOLE THING. ‣ EVERYTHING AN AGENCY CREATES IS CONTENT ‣ …EXCEPT ADS. THOSE ARE MAGICAL GIFTS FROM THE DEVIL THAT WE BESTOW ON MANKIND.
87. P H O T O C R E D I T: o p enso urcew a y via phot opin cc
88. T H A N K S F O R L I S T E N I N G ! DAVE LINABURY ‣ DAVEZILLA.COM ‣ DAVELINABURY.COM ‣ @DAVEZILLA ON TWITTER ‣ /IN/DAVEZILLA ON LINKEDIN ‣ DAVE.LINABURY ON FACEBOOK ‣ DAVEZILLA ON INSTAGRAM ‣ DAVEZILLA WAS TAKEN ON FLICKR ‣ DAVE LINABURY ON PATH