Forrester POST Model - Corporate Social Media Strategy

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Developing a corporate social media strategy requires precision planning, thoughtful stakeholder analysis, alongside some measurable objectives. The POST model is the foundation for any digital media strategy.

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  • Forrester POST Model - Corporate Social Media Strategy

    1. 1. P.O.S.T Kevin Hayes, Digital Media Strategist, Communicatto
    2. 2. © 2014 communicatto, a social media agency Digital marketing Demand generation People looking for you • Paid advertising • Search engine optimization • Conversion rate optimization • Social media • Content marketing • Email marketing Top of mind Awareness
    3. 3. © 2014 communicatto, a social media agency Digital marketing Strategy The theory • Objectives • Alignment with corporate strategy • Long term goals • Whose job • Social platforms • Tweeting/Facebook The execution Tactics The difference between strategy and tactics: strategy is done above the shoulders, tactics are done below the shoulders - Jeremiah Owyang
    4. 4. © 2014 communicatto, a social media agency P.O.S.T
    5. 5. © 2014 communicatto, a social media agency People Who are you going after?
    6. 6. © 2014 communicatto, a social media agency People Who are you going after? • Slice up your audience into segments: Age, geography, opinion, psychographics • Organizing who can help: • Client acquisition – revenue creation • Client retention – revenue preservation • Mainstream media – PR play • Industry experts – Referrals/PR Play • By narrowing your vision of who you are going to target, you will naturally leave out some people…and that is ok.
    7. 7. © 2014 communicatto, a social media agency People Persona building Name: Age: Marital Status: Schooling: Comfort with technology: Income: Concerns in life: Concerns in career: Hobbies: Hot buttons: Key Messages: Why you care about this person: Peter Goodheart 57 Married U of A, PhD 3.5/5 $175,000/year Kids in college, practice, retirement Building practice Golf, government, investing Politics, community association, costs Your investment is safe. Invs 101 They consume many company resources
    8. 8. © 2014 communicatto, a social media agency Objectives What are your goals? • 10% increase in investor understanding • Decrease inbound inquires by 15% • Get investors self serve information
    9. 9. © 2014 communicatto, a social media agency Strategy
    10. 10. © 2014 communicatto, a social media agency Strategy How will this help your business? • Help send his to kids to school • Give him more time at the golf course • Make him a savvy investor
    11. 11. © 2014 communicatto, a social media agency Technology What will your audience respond to
    12. 12. © 2014 communicatto, a social media agency Technology What will your audience respond to
    13. 13. © 2014 communicatto, a social media agency Technology What will your audience respond to
    14. 14. © 2014 communicatto, a social media agency Wrap up • People • Objectives • Strategy • Technology
    15. 15. © 2014 communicatto, a social media agency Wrap up Share the love! @kevinhayesca | @communicatto
    16. 16. Questions? Kevin Hayes Digital Media Strategist kevin@communicatto.com 403 215 7504 x 104 @kevinhayesca

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