SOCIAL MEDIA. consultants & speakers secret weapon. Image by: sheeps.it. Copyright Ernest Barbaric

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1 SOCIAL MEDIA consultants & speakers secret weapon Image by: sheeps.it

2 Image by: sheeps.it Strategy Map

3 Core Business Objectives Translational Objectives Strategic Marketing Objectives Increase Reach Trusted Resource Brand of Choice Publish a Book Build a Following High Visibility Build a body of work Stimulate Sharing New Connections Core business objectives stem from one common goal... to generate revenue. This step of the process is about coming up with three to five objectives that, if accomplished, would undoubtedly lead to an increase in revenue. Translational objectives create a bridge between core business and marketing strategy. Here, we come up with three to five points that directly and clearly relate to the objectives from the previous step. You MUST be able to specifically outline HOW accomplishing one or more of these goals supports the core objectives from the previous step. Finally, we reach the actual strategic digital marketing objectives. They are built on the previous set of points and are much more specific in nature. These objectives act as a measuring stick to determine which marketing channels are appropriate as well as what is to be measured.

4 Image by: sheeps.it Engagement Map

5 Core Assets Engagement Core, or heart, of your engagement map is THE one marketing asset that acts as a hub for all your marketing efforts. To determine what you should use as your core, it s best to think of a channel that your audience will be most comfortable with. You should also be tracking specific measurements, as they relate to your strategic marketing objectives. Example: Number of articles, in order to develop a body of work) Supporting assets are there to act as pieces of a marketing funnel, directing customers and visitors to your marketing core. EACH asset needs to have a specific and clear purpose, which clearly supports the marketing core. Example: Number of real followers on Twitter, in order to develop new connections. Engagement directionals can be either one or two way. Their purpose is to clarify how each asset relates to each other and the marketing core. We also use these directionals to describe what is being passed from one asset to another. Example: You will share a new article on Twitter and invite discussion back to the blog AND you will have a Twitter link at the bottom of your article (bi-directional) inviting visitors to connect with you there.

6 Developing an Engagement Map This is an engagement map developed as an example for a consulting or speaking practice. Let s have a look at the HOW s and WHY s of the map: Core We ve decided to use the website as a heart of this map. This is where most visitors will get to by searching, by seeing your business card or other advertisements. The purpose of the site is to provide proof of trust (testimonials), establish credibility (articles) and offer a sales gateway (contact form). We ll measure unique visitors (showing reach), downloads (credibility and education) and number of contacts by (leads).

7 Developing an Engagement Map Supporting Assets Blog - Builds a body of work & Stimulates sharing - Search Engine Optimization - increases visibility Twitter - Developing new connections - Stimulates sharing Downloads - Client Education & Builds a body of work - May stimulate sharing Podcast - Reaching new audiences & developing new connections - Builds a body of work Landing Pages - Search Engine Optimization - increases visibility SEM (AdWords and similar) - Search Engine Optimization - increases visibility - May help develop new connections

8 Developing an Engagement Map Directionals Here are a couple of examples of how you would interpret the engagement directionals: Blog to Twitter - In an article signature, include a link to Twitter Twitter to Blog - When you write a new article, post about it on Twitter Landing Page to Website - Button links to a list of services on website Podcast to Blog - Mention the blog address at the end of your podcast Measurements Each asset MUST have specific measurement points, as they related to strategic objectives. Here are some examples: Twitter - Number Number of article retweets Downloads - Number of document downloads, Number of times shared Landing Page - Number of unique visitors, number of clicks to main site

9 bit.ly/social007 Image by: sheeps.it