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How to Create a Social Media Strategy That Works
- 1. Darrian Wright, Pluralsight @imdarrian Creating A Social Media Strategy That Works
- 5. What do you mean by “that works?”
- 6. Aligns with Purpose through Pillars Listens to People Built into the Product Experience
- 7. Aligns with Purpose through Pillars Listens to People Built into the Product Experience
- 8. We’ve all heard “start with why.”
- 10. “When companies or organizations do not have a clear sense of why their customers are their customers, they tend to rely on a disproportionate number of manipulations to get what they need.” Simon Sinek, Starts With Why
- 11. “Only we…” “Our mission is…”
- 13. Aligns with Purpose through Pillars Listens to People Built into the Product Experience
- 15. “We can fulfill our mission through…” “This supports our mission by…”
- 16. Democratize Professional Technology Learning Technology Impacts Everything Industry News Product Updates Campaign X Skills Gap Courses Webinars Research Celebrating Craft Events Author Interaction Campaign X
- 17. “Pillars make my job easier.” - Any social media manager
- 18. •Direct your ideas o Content brainstorms divided by pillar •Direct your spend o What’s most important right now •Deflect what you don’t want to support o Say ‘no’ to campaigns, events, holidays (and more) that don’t align •Measure content messaging o Performance by pillar = new data points •They can change!
- 19. Aligns with Purpose through Pillars Listens to People Built into the Product Experience
- 20. “How do people have conversations about…”
- 21. Me (and hopefully you)
- 27. Aligns with Purpose through Pillars Listens to People Built into the Product Experience
- 30. “The popularity of a brand, the nature of the content, and the size of the audience alone are not accurate predictors that people will overcome passivity and “click” to share. Therefore, you must not only create content and build an audience, but also employ strategies to overcome user passivity…this is perhaps the most overlooked imperative in digital marketing today.” Mark W. Schaefer, The Content Code
- 31. “What is the overall user journey…”
- 32. About that time I lost 10% of my monthly mentions in one day.
- 38. “Marketing to social media audiences is doomed. A marketing-based social media strategy starts in the wrong place and leads to us doing the wrong things with the wrong people in the wrong context.” Steve Taylor, PHD UK
- 40. Aligns with Purpose through Pillars Listens to People Built into the Product
Editor's Notes
- Why did I decide to present on this topic?
- This type of content is so prevalent, I can’t help but wonder: is this strategic?
- In my experience, no. And let me tell you why.
- If this isn’t what we want, what is? What do we mean when we say strategy that works?
- Successful social strategy can be broken down into 4 Ps.
- Let’s start with Purpose and Pillars.
- Purpose is a pretty popular topic right now. I think it became especially popular with Simon Sinek’s book.
- Why should be at an organizational level. And should withstand business pivots, channels, trends and products. Our leadership refers to our mission or ‘why’ as a north star and I love that visual.
- World is spinning; instead of inspiring with this mission at all times, we rely on trends for manipulations.
- If you’re unclear about your mission, you can ask yourself these questions.
- A word of caution: this is not about your department. This is about the organization. How you execute can be different, but it’s my suggestion that your department align with the org.
- How do you support the mission?
- Pillars visual of supporting that mission.
- This is my journalism background shining through; I like to think of these as beats. Determine your pillars by asking yourself these questions:
- This applies to content, the campaigns your pursuing. I’ll show you my pillars.
- Exercise: write down everything you feel you need to support. Where does is fall? This has been one of the most important things in my current role. Seriously.
- I tried with all my might to keep bullet points out of this presentation. But I couldn’t resist making a bullet point list of why I love pillars.
- So you know your purpose and you have your pillars. But where do you get your ideas? Teams are awesome, agencies are expensive! Let your audience do the talking.
- What do I mean by listens to people? You need an answer to this question.
- With social it’s very easy to find out. That’s why listening is so important.
- Listening is easy, but it can have big results: I’ll talk about how it can shape the channels you’re on, thrust you into a viral moment and drive campaigns. 1. Warby Parker – channel
- Photos don’t always do glasses justice. Also, it’s so more personal. Warby has built out a channel just for these kinds of personalized videos.
- My personal experience with a viral trend. We took turns listening on the brand channel because it was so huge. We jumped on this trend ASAP.
- And campaigns. Let your users inspire really fun ideas (so you don’t have to look like a #brand). And especially listen to your influencers – they know the brand the best.
- This was in the fall and Valentines was coming up. So we made a special edition shirt. With this, our brand never actually said the words Pluralsight and Chill, and I’m very proud of that fact.
- So you’ve drawn upon who you are as a company and you your audience is as members. Now you can really put some things into action. Don’t be silo’d.
- Why are social experiences in the product so important? Well, organic social in the traditional sense is dead.
- This is what organic social feels like to social media marketers today: a wall/
- Mark quote up next. The wall is not your fault. Great content sometimes overcomes the wall. Viral moments temporarily break through the wall. But you can permanently scale the wall through social experiences in the product.
- Where does social belong in the product experience? Ask yourself to look at the overall user journey. Not JUST MARKETING.
- For Pluralsight, the customer WILL experience the video player. Perfect place for social engagement, and yet. In one fell swoop I lost 10% of my mentions. Perfect illustration of why product experience is so important.
- Email from Mitch.
- Reach was huge. The “organic social experience” more than doubled the conversations. This is the number without the automated tweet.
- This is the number with the automated tweet.
- From a marketing perspective, how can social be built into your content marketing? This is a simple example.
- Teamwork = success.
- Teamwork = success.
- Teamwork = success.
- Thinking about the overall journey leads to you producing an experience that inspires, is actually exceptionable because you can get your arms around the pillars, it’s driven by how your users talk about you and it’s organic and authentic because it’s a part of your product. That requires involving the whole org, divvying responsibilities by pillars, listening and working with your audience and influencers and then coming together with other departments to create these experiences in your product.
- YOU WILL NEVER POST A MEMORIAL DAY PICTURE AGAIN. Thinking about the overall journey leads to you producing an experience that inspires, is actually exceptionable because you can get your arms around the pillars, it’s driven by how your users talk about you and it’s organic and authentic because it’s a part of your product. That requires involving the whole org, divvying responsibilities by pillars, listening and working with your audience and influencers and then coming together with other departments to create these experiences in your product.
- Thank you!