Six Steps to a Social Media Strategy


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How to create a basic social media strategy, including goals, success criteria, a tactical plan, and interim measures. Step by step, with specific guidelines and instructions.

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Six Steps to a Social Media Strategy

  1. 1. Six Steps to a Social Media Strategyaka “What does a social media strategy look like?”<br />Neicole M. CrepeauOnline Strategist<br />Website, mobile & social media design specialists<br />
  2. 2. We constantly hear the term social media strategy.<br /> But what does one look like?<br />
  3. 3. Example: Table of Contents<br />Executive Summary<br />Goals, Strategy, and Success Criteria<br /> Detailed Criteria and Interim Measures<br /> Suggested measurement processes<br />Tactical Plan <br /> Phase 1 Tasks<br /> Phase 2 Tasks<br /> Phase 3 Tasks<br /> …<br />Tools and Processes<br /> Getting Your Facebook Vanity URL<br /> Creating your Badges<br /> Day to Day Social Media Work<br /> Posting/Tweeting<br /> General Monitoring, Measuring, and Reporting<br /> Daily Measurement Tasks<br /> Weekly Measurement Tasks<br /> Monthly Measurement Tasks<br /> Quarterly Measurement Tasks<br />Social Network Guidelines<br /> Demographic Data<br /> Content Recommendations<br />
  4. 4. Example: Section<br />
  5. 5. The strategy is a living <br />document—built to change.<br />
  6. 6. You can plan,<br />you can shape the environment, <br />but you can’t control<br />the outcome.<br />
  7. 7. To start,<br />assess your current status.<br />Even if you aren’t doing <br />social media, yet:<br />Where are your customers? <br />Where are you?<br />What’s being said?<br />
  8. 8. Step 1:Define Your Goals<br />
  9. 9. Your goals are<br />business goals.<br />What do you hope to achieve using social media?<br />
  10. 10. Define up to four<br />discrete goals. For example:<br />Drive new registrations<br />Get partners to regularly provide end-user technical content<br />Get users to provide customer support to one another<br />
  11. 11. Make your goals:<br />Business-focused<br />Action-oriented<br />Measurable<br />Succinct<br />
  12. 12. If you can’t get a goal to <br /> one, <br /> action-oriented line, <br />it’s too fuzzy<br />or notgranularenough.<br />
  13. 13. Step 2:Define Success Criteria<br />
  14. 14. Success criteria are a criticalcomponent.<br />They validate goals & drive decisions<br />about measures, tools, and processes.<br />
  15. 15. Success criteria should:<br />Define a timeframe<br />Be measurable<br />Include specific values<br />Support a single goal<br />
  16. 16. Examples:<br />Six months post-launch of the social strategy, 10% of our new registrations can be traced back to the social channels we are working in.<br />One year after launch, partners are posting an average of twelve articles a month on the wiki.<br />One year after launch, the articles posted on the wiki receive an average three star (out of four) rating from customers.<br />
  17. 17. Step 3:Create a High-Level Strategy<br />
  18. 18. This is the part consultants get paid for. <br />Why?<br />It’s not easy to do…and requires specific knowledge and skills.<br />
  19. 19. Knowledge about social media and the various social networks.<br />
  20. 20. Marketing skills.<br />
  21. 21. An understanding of your business.<br />
  22. 22. Out of the box, creative thinking.<br />
  23. 23. List five to ten bullets.<br />Action-oriented.<br />Create enough bullets to cover the goal from beginning to end.<br />
  24. 24. Example strategy for the goalDrive new event registrations:<br />Gain social followers from existing online customers<br />Provide valuable, timely event information through social channels<br />Provide financial incentives to social users who register for events<br />Provide incentives for existing customers to promote us online/share info from us with friends/followers<br />Make it easy for new leads to connect socially<br />Participate in communities/subgroups where target customers are <br />Provide social places for existing and potential customers to discuss events/shows <br />Promote awareness among target customers of the event info available through our social channels <br />
  25. 25. Step 4:Create the Tactical Plan<br />
  26. 26. Now, merge your strategiesinto one, uber-strategy<br />delete any duplicate items<br />
  27. 27. Order the strategy<br />logically<br />and chronologically.<br />Break the strategy into phases<br />
  28. 28. Example strategy phases:<br />
  29. 29. Connect online<br />Example strategy for a phase:<br /><ul><li>Gain social followers from existing online customers
  30. 30. Provide valuable, timely event information through social channels
  31. 31. Provide financial incentives to social users who register for events
  32. 32. Provide incentives for existing customers to promote us online/share info from us with friends/followers</li></li></ul><li>For each bulletgo deepcreate a to-do list.<br />List every task required to implement that piece of the strategy.<br />
  33. 33. What do you need to dofirst?<br />What doyou need to do next?<br />
  34. 34. Need more information? Get it.<br />
  35. 35. Need to make decisions? Make them.<br />Or at least plan for making them.<br />
  36. 36. Be specific.<br />Be detailed.<br />Capture everything. <br />
  37. 37. As you create the tactical plan,<br />hone your strategy.<br />Change it as needed.<br />Click here to see guidelines for building the tactical plan<br />
  38. 38. Step 5:Define Interim Measures<br />
  39. 39. The hardest part is done.<br />But there’s still more work.<br />
  40. 40. Look at your success criteria<br />and your tactical plan<br />How will you know if you’re on track?<br />
  41. 41. For each goal,<br />create interim measures<br />add measures for tactics, too.<br />
  42. 42. Interim measures should:<br />Be specific<br /> Have a timeframe<br />Click here to see guidelines for interim measures<br />
  43. 43. Example interim measures:<br />Low-cost method: On a weekly basis, measure @’s mentioning our account and of other mentions, plus the number of new followers gained that week. Monthly, look for trends to find correlations between the number of mentions and follower gain. After three months, use the data to estimate the acquisition rate through existing followers.<br />High-cost method: On a weekly basis, track @’s and mentions by existing followers of our account, including the date they occurred. On a daily basis, track new followers of our account, including the date the become followers and who they are following at that time. Monthly, compile a list of the new followers who were following one of our existing followers upon acquisition, and where the existing follower mentioned us within two days of the new follower joining. Count this a follower acquisition via an existing follower. (Using this method, we could also do a deeper analysis to determine which of our followers is most influential in helping to acquire new followers.) <br />
  44. 44. Step 6:List Tools & Processes<br />
  45. 45. What do you need<br />in order to execute your strategy?<br />Tools and processes.<br />
  46. 46. Review your success criteria and interim measures.<br />What tools will you need to do these measurements?<br />
  47. 47. Review your tactical plan.<br />What tools will you need to implement it?<br />What processes?<br />
  48. 48. Create a requirements document for your tools,<br />Research tools.<br />Pick them.<br />
  49. 49. Create a list of<br />Daily<br /> Weekly<br /> Monthly<br /> Quarterly<br />measurement tasks<br />
  50. 50. Ta da!<br />Seem like a lot of work?<br />It is.<br />
  51. 51. Want help?<br />Contact us.<br />We’re Coherent Interactive.<br />We do social media strategies.<br />
  52. 52.<br />
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