Questions to
drive your social
media strategy
@markwschaefer
6businessesgrow.com
Hi. I’m Mark.
An author.
Blogger.
Marketing consultant.
College educator.
Undoubtedly,
most companies should
have a social media
presence today.
So, let’s assume you’re
part of the 95% of
companies out there.
You want to do it.
!
You want to do it.
You need to do it.
You want to do it.
You need to do it.
You don’t know where to start.
I’m going to share with you
six questions that will help
drive your social media
strategy.
these aren’t easy
questions
but if you can answer them,
your social media plan will
become self-evident.
ready?
okay, here we go.
Can you answer
this question?
“Only we…”
This is the most difficult task
in business.
It forces you to figure out
!
why you’re distinctive
!
!
It forces you to figure out
!
why you’re distinctive
why customers love you
!
It forces you to figure out
!
why you’re distinctive
why customers love you
and how you fit into the
marketplace.
It forces you to figure out
So why do your customers
keep coming back?
because they
love you?
they
emotionally
relate to you?
or they have
no other
choice?
If you know your “Only we”,
you’re ready to move on to
Question #2.
Can our culture
nurture & sustain
a social media
transformation?
Budget, content & vision will
not determine your success
Budget, content & vision will
not determine your success
if you don’t have a company
culture to sustain & nurture
this cha...
Is your company
prepared to publish?
Take the heat of negative
comments?
Entertain?
Inform?
Are we a
conversational brand?
…or could we be?
Here is the business case for
Facebook. Just one sentence.
!
Here is the business case for
Facebook. Just one sentence.
!
“Come waste time with me.”
This is what people come
to Facebook for.
and this.
So why would they pay
attention to you?
!
So why would they pay
attention to you?
!
If you’re not already a
conversational brand, does it
make sense to become one?
It worked for this guy.
It worked for this guy.
(300Million YouTube views and counting…)
Can it work for your
company?
Can it work for your
company?
You’ll have to weigh the risk
and the investment before you
jump in Blend-Tec style.
Blending
iPhones isn’t
cheap!
Where are our
customers
and competitors?
This seems like such a basic
question but it is often
overlooked.
This seems like such a basic
question but it is often
overlooked.
Doing just a little market
research can be very revealin...
Study your competitors
then ask yourself
this question.
How can
you stand out?
What is our source
of rich content?
You have to do more than
tweet now and then and
update your company’s
LinkedIn page.
That’s called
phoning it in.
You need a source of rich
content to fuel your social
media presence.
You need a source of rich
content to fuel your social
media presence.
Something that provides real
value to your customers.
What’s your fuel
source?
Blogs
Blogs Podcasts
Blogs Podcasts Video
Whatever you choose, make it
!
Whatever you choose, make it
!
in-depth
Whatever you choose, make it
!
in-depth
searchable
Whatever you choose, make it
!
in-depth
searchable
quotable
Whatever you choose, make it
!
in-depth
searchable
quotable
and evergreen.
What does success
look like?
Many companies fail to see
results from their social media
activity.
Conversations? Sure.
But here’s the thing.
Engagement is not
a strategy.
No matter how much
the “gurus” squawk
about it.
Instead, set expectations and
metrics ahead of time.
Instead, set expectations and
metrics ahead of time.
Then ask yourself this…
Are those expectations…
!
realistic?
Are those expectations…
!
realistic?
achievable?
Are those expectations…
!
realistic?
achievable?
focused?
Okay, now take a
deep breath.
Let’s Recap
Questions to
drive your social
media strategy
6
!
1. Can you answer the question “Only we…”?
2. Can our culture nurture & sustain a social
media transformation?
3. Are we...
That’s a lot to think about.
!
!
That’s a lot to think about.
!
!
But here’s the good news…
Asking these 6 questions will
put you on the path to social
media success.
Need more social
media advice?
Are you ready for even more
amazing ideas to set your
strategic direction? You can find
them in my book, Social Media
Expl...
Content by @markwschaefer Design by @sarahsmason
businessesgrow.com/blog
uncommonlysocial.com/
services/presentation-desig...
6 Questions to Lead You to a Social Media Strategy
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6 Questions to Lead You to a Social Media Strategy

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It can be intimidating and overwhelming to try to develop a social media strategy, but if you follow through on these six questions, your strategy will reveal itself.

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6 Questions to Lead You to a Social Media Strategy

  1. 1. Questions to drive your social media strategy @markwschaefer 6businessesgrow.com
  2. 2. Hi. I’m Mark. An author. Blogger. Marketing consultant. College educator.
  3. 3. Undoubtedly, most companies should have a social media presence today.
  4. 4. So, let’s assume you’re part of the 95% of companies out there.
  5. 5. You want to do it. !
  6. 6. You want to do it. You need to do it.
  7. 7. You want to do it. You need to do it. You don’t know where to start.
  8. 8. I’m going to share with you six questions that will help drive your social media strategy.
  9. 9. these aren’t easy questions
  10. 10. but if you can answer them, your social media plan will become self-evident.
  11. 11. ready?
  12. 12. okay, here we go.
  13. 13. Can you answer this question? “Only we…”
  14. 14. This is the most difficult task in business.
  15. 15. It forces you to figure out
  16. 16. ! why you’re distinctive ! ! It forces you to figure out
  17. 17. ! why you’re distinctive why customers love you ! It forces you to figure out
  18. 18. ! why you’re distinctive why customers love you and how you fit into the marketplace. It forces you to figure out
  19. 19. So why do your customers keep coming back?
  20. 20. because they love you?
  21. 21. they emotionally relate to you?
  22. 22. or they have no other choice?
  23. 23. If you know your “Only we”, you’re ready to move on to Question #2.
  24. 24. Can our culture nurture & sustain a social media transformation?
  25. 25. Budget, content & vision will not determine your success
  26. 26. Budget, content & vision will not determine your success if you don’t have a company culture to sustain & nurture this change.
  27. 27. Is your company prepared to publish?
  28. 28. Take the heat of negative comments?
  29. 29. Entertain?
  30. 30. Inform?
  31. 31. Are we a conversational brand? …or could we be?
  32. 32. Here is the business case for Facebook. Just one sentence. !
  33. 33. Here is the business case for Facebook. Just one sentence. ! “Come waste time with me.”
  34. 34. This is what people come to Facebook for.
  35. 35. and this.
  36. 36. So why would they pay attention to you? !
  37. 37. So why would they pay attention to you? ! If you’re not already a conversational brand, does it make sense to become one?
  38. 38. It worked for this guy.
  39. 39. It worked for this guy. (300Million YouTube views and counting…)
  40. 40. Can it work for your company?
  41. 41. Can it work for your company? You’ll have to weigh the risk and the investment before you jump in Blend-Tec style.
  42. 42. Blending iPhones isn’t cheap!
  43. 43. Where are our customers and competitors?
  44. 44. This seems like such a basic question but it is often overlooked.
  45. 45. This seems like such a basic question but it is often overlooked. Doing just a little market research can be very revealing.
  46. 46. Study your competitors
  47. 47. then ask yourself this question.
  48. 48. How can you stand out?
  49. 49. What is our source of rich content?
  50. 50. You have to do more than tweet now and then and update your company’s LinkedIn page.
  51. 51. That’s called phoning it in.
  52. 52. You need a source of rich content to fuel your social media presence.
  53. 53. You need a source of rich content to fuel your social media presence. Something that provides real value to your customers.
  54. 54. What’s your fuel source?
  55. 55. Blogs
  56. 56. Blogs Podcasts
  57. 57. Blogs Podcasts Video
  58. 58. Whatever you choose, make it !
  59. 59. Whatever you choose, make it ! in-depth
  60. 60. Whatever you choose, make it ! in-depth searchable
  61. 61. Whatever you choose, make it ! in-depth searchable quotable
  62. 62. Whatever you choose, make it ! in-depth searchable quotable and evergreen.
  63. 63. What does success look like?
  64. 64. Many companies fail to see results from their social media activity.
  65. 65. Conversations? Sure.
  66. 66. But here’s the thing.
  67. 67. Engagement is not a strategy.
  68. 68. No matter how much the “gurus” squawk about it.
  69. 69. Instead, set expectations and metrics ahead of time.
  70. 70. Instead, set expectations and metrics ahead of time. Then ask yourself this…
  71. 71. Are those expectations… ! realistic?
  72. 72. Are those expectations… ! realistic? achievable?
  73. 73. Are those expectations… ! realistic? achievable? focused?
  74. 74. Okay, now take a deep breath.
  75. 75. Let’s Recap
  76. 76. Questions to drive your social media strategy 6
  77. 77. ! 1. Can you answer the question “Only we…”? 2. Can our culture nurture & sustain a social media transformation? 3. Are we are a conversational brand? Or could we be? 4. Where are our customers and competitors? 5. What is our source of rich content? 6. What does success look like? 6 Questions
  78. 78. That’s a lot to think about. ! !
  79. 79. That’s a lot to think about. ! ! But here’s the good news…
  80. 80. Asking these 6 questions will put you on the path to social media success.
  81. 81. Need more social media advice?
  82. 82. Are you ready for even more amazing ideas to set your strategic direction? You can find them in my book, Social Media Explained. Buy the book! Buy it here on Amazon.
  83. 83. Content by @markwschaefer Design by @sarahsmason businessesgrow.com/blog uncommonlysocial.com/ services/presentation-design credits: Icons — the noun project * PHOTOS — HARLEY LIFE BY GRETA CERESINI * LAST GAS STATION BY DINSTEREO * SOUPCAN BY RYAN MCGUIRE * MEGAPHONE BY VALERIO DONGHI * CAKI (ROCKSTAR) BY HANIAMIR * GALAXY BY WRITE_ADAM * ROTARY PHONE BY NOWHERE 77 * SHUTTLE LAUNCH BY STUCKINCUSTOMS * seagulls by mythoto Click a link and Say Hello online!
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