Social Media StrategyGetting somewhere you want to go
Overview Strategy steps Exercises Tools
Strategy Steps Goal – what do you want to achieve Design – how does the design communicate the goal Promote Existence of –...
Goal What do you want to achieve? Who do you want to interact with? How long a commitment are you willing to make?   Hint:...
Design What platform will you use – Facebook, blog,etc  Each platform has a different time commitment  Each has a differen...
Promote Existence Promotion = telling people where you are  Not “promotions” generating sales How will you tell people whe...
Content What will you focus on?  What are fans interested in How much content is yours, how much is from other sources?  W...
Exercise #2 Finding Content Magazines in the salon Blogs New stories Product news – new nail polish colors YouTube Flicker...
Engage When people show up, what will you do? How will you know they showed up? Who gets a comment? Who will do your comme...
Exercise #3Posting to Invite Engagement
Engagement
How could you change the question to be about aconversation you’re going to have?•With a vendor•With your landlord•With yo...
Exercise #4 Goal: to cause comments
Metric How will you measure progress toward the goal What internal indicators to track
Metrics Direct and Indirect    Direct – Fan count, daily sales revenue    Indirect – things that lead up to the above What...
How you show up mattersDo’s                         Don’t’sDo be a friend               Don’t be a crabby big-sister  Ask ...
Thank You      Presented by:      Carla Bobka      carlabobka@carlabobk.com      http://carlabobka.com
Social Media Strategy Workshop
Social Media Strategy Workshop
Social Media Strategy Workshop
Social Media Strategy Workshop
Social Media Strategy Workshop
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Social Media Strategy Workshop

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Social Media Strategy Workshop

  1. 1. Social Media StrategyGetting somewhere you want to go
  2. 2. Overview Strategy steps Exercises Tools
  3. 3. Strategy Steps Goal – what do you want to achieve Design – how does the design communicate the goal Promote Existence of – how will you tell people where you are on the web Content – what are you willing to share, how will you get it shared Engage – when people show up, what will you do Metrics – how will you measure success
  4. 4. Goal What do you want to achieve? Who do you want to interact with? How long a commitment are you willing to make? Hint: this is not a sprint What budget do you have?Exercise #1
  5. 5. Design What platform will you use – Facebook, blog,etc Each platform has a different time commitment Each has a different engagement potential Each has a different content requirement Choose the best for you to start How will the design convey “you”? Who will build out the platform? You Hire it
  6. 6. Promote Existence Promotion = telling people where you are Not “promotions” generating sales How will you tell people where to find you What other tools will you use Blogs Signage Website links Business cards Other Facebook Pages
  7. 7. Content What will you focus on? What are fans interested in How much content is yours, how much is from other sources? What other sources? What are you willing to share? How often will you share? What form will content take? Pics Notes – written text Videos
  8. 8. Exercise #2 Finding Content Magazines in the salon Blogs New stories Product news – new nail polish colors YouTube Flicker or Picasa for photos Popular events and ask for guesses, predictions or opinions Grammys, Oscars, Final Four, Memorial Day “I’m in a funk, I want vacation. If you could go anywhere, where would you head?”
  9. 9. Engage When people show up, what will you do? How will you know they showed up? Who gets a comment? Who will do your commenting? How do you handle criticism? On the platform Internally sharing so you can learn How is the community expected to behave? Where are those rules?
  10. 10. Exercise #3Posting to Invite Engagement
  11. 11. Engagement
  12. 12. How could you change the question to be about aconversation you’re going to have?•With a vendor•With your landlord•With your web designer
  13. 13. Exercise #4 Goal: to cause comments
  14. 14. Metric How will you measure progress toward the goal What internal indicators to track
  15. 15. Metrics Direct and Indirect Direct – Fan count, daily sales revenue Indirect – things that lead up to the above What indicators signal progress Views of map to your location Views of your store hours Phone call volume Open rate of emails Engagement level View of gallery/photos coming from XX source Design conversations Sketches
  16. 16. How you show up mattersDo’s Don’t’sDo be a friend Don’t be a crabby big-sister Ask questions Preach Interact Beg Laugh Sell Post regularly Be long-winded Check for comments daily Overwhelm Be helpful Lash out Have standards Chastise
  17. 17. Thank You Presented by: Carla Bobka carlabobka@carlabobk.com http://carlabobka.com

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