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Developing a Social Media Game Plan

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Learn from this social media how-to. This deck covers topics including understanding your social customers, how to conduct a social audit, social footprints, social reach, social frequency, social …

Learn from this social media how-to. This deck covers topics including understanding your social customers, how to conduct a social audit, social footprints, social reach, social frequency, social amplification, and keyword optimization. Slides taken from Developing A Social Media Game Plan, a class taught by Scratch MM's Andrea Squiteri at Intelligent.ly's Boston campus. Learn more from the experts by visiting http://intelligent.ly/learn

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  • Frame social efforts:What is your industry?Who are your competitors? How are they using social media?What trends are impacting your business? Who is your audience? What are their passions or pain points? Where are they online? B2B or B2C?
  • Before you get started, you need to do your research. Brands use social for many different reasons: market research, competitive analysis, growing brand awareness, sharing content, sales, etc. Before you dive in, you need a strategy – as you would for any of your channels. There’s a science behind social. This audit will set up your framework.
  • Go to socialmentionnow - Measure your ability to drive conversations and engagement compared to your competitors. Use a free social monitoring tools like SocialMention.com (or paid listening tools such as Radian6). Note: > 100 monitoring vendors.Search “brand name” in quotes Focus on the following key measures: Measure your ability to drive conversations and engagement compared to your competitors. Use a free social monitoring tools like SocialMention.com (or paid listening tools such as Radian6). Note: > 100 monitoring vendors.Search “brand name” in quotes Focus on the following key measures:
  • Measure digital conversations:How vibrant is the digital dialog about your category?How many conversations are happening? Where?What is your digital share of voice vs competitors?

Transcript

  • 1. presentsANDREA SQUITIERI@andreasquitDeveloping a SocialMedia Game Plan
  • 2. • Business Goals• Social Audit: Where Are Your Customers & Competitors?• Social Footprint & Reach• Social Amplification & Frequency• Optimal Keyword SetAgenda
  • 3. Channels4
  • 4. Unraveling theirlifestyle, pains,passionsIdentifying theirmedia consumptionchoicesIdentifying andconnecting withthose who influencethemConnecting the dotsbetween your brandand your customerwith/ social contentUnderstanding the New Social Customer
  • 5. Core Marketing Tenets
  • 6. • Measure Social Reach & Passion Assessment• Understand Digital Conversations, Volumes, &Trending Topics• Track results with a dashboardSocial Audit
  • 7. Unraveling theirlifestyle, pains,passionsIdentifying theirmedia consumptionchoicesIdentifying andconnecting withthose who influencethemConnecting the dotsbetween your brandand your customerwith/ social contentUnderstanding the New Social Customer
  • 8. Brand’s presence on social platforms (Facebook, Twitter,YouTube, blogs, Pinterest, etc.)Social Footprint
  • 9. Estimated number of potential or existing customers that canbe reached through Social FootprintSocial Reach
  • 10. The number of times you engage with your Social Reach viayour Social FootprintSocial Frequency
  • 11. The number of times your Social Reach engages and shareswith the content published through your Social FootprintSocial Amplification
  • 12. • Strength – likelihood you’re being discussed• Passion – repeated mentions• Unique Authors• Time between mentionsSocial Frequency & Social Amplification
  • 13. Estimated share of brand mentions for a keyword setcompared to select competitors1035 55Share of VoiceCompetitor A Competitor 2 YouDigital Share of Voice
  • 14. Unraveling theirlifestyle, pains,passionsIdentifying theirmedia consumptionchoicesIdentifying andconnecting withthose who influencethemConnecting the dotsbetween your brandand your customerwith/ social contentUnderstanding the New Social Customer
  • 15. Web content management software, contentmanagement, content management systems,enterprise content management system, websitecontent management, web content managementsystem, web content management solution, Web CMS,WCM, CM system and CM SystemsUnderstand Digital Conversations
  • 16. Narrowing the Keyword Set
  • 17. • Once you have identified strategic keywords, pepperthem into social profiles• Use keywords in descriptions/bios• Use keywords in content• Develop website content with keywords and promotesocially with the keywords• Search channels to see who is using the keywords(prospects, partners, competitors)Optimize with Keywords
  • 18. Create a Listening Dashboard
  • 19. • Five Killer Strategies to Dominate Social Media’s Big 3:Facebook, Twitter and YouTube• Beyond the Big 3: Five Killer Strategies to Dominate LinkedInand Pinterest• Social Engagement: How to Crack the Code of Social Interaction• How to Audit Your Social Marketing Efforts• 4 Steps to Developing a Successful Social Media ProgramResources
  • 20. • andreas@scratchmm.com• @andreasquit• linkedin.com/in/andreasquitieriDrea’s Contact Information
  • 21. Course TitleCourse TitleINSTRUCTOR NAME