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HowTo create your Social Media Strategyby Kameel Vohrawww.kameelvohra.com
Campaign Objective The first step is understanding whatyou are trying to do: Increase revenue? Gain more customers? Gain market insight? Raise awareness? Develop new products? This should match your corporate objectives
Why? because your objectives will determine your audience the mediums you’ll use your content strategy and the if the campaign was a success
Example Corporate Objectives: To increase restaurant sales by 10% this year. To reduce operating expenses by 10% this year. Social Media Objective: For the next six months, use free social medias to generate positive customer recommendations that will attract XXX new customers.
Who are you talking to? Segment them & discover their behavior Who are they? Customers? Product reviewers? Industry pundits? News content creators? Suppliers? Demographics?(Age, gender, location) Behavior? Readers? Bloggers? mobile access? web access? from home or work? what sites do they visit? what do they want? What are they currently saying online? Verify your research, if possible, meet these people
Example Customers are aged between 25-35, live within 3km of the property, they are tech-savvy, participate online on blogs and review sites, they have a high use of mobile devices, likely to have a profile in one or more social networks, and are consumers of video content, etc
Select the Medium There are lots of social media mediums Not just Twitter, LinkedIN & Facebook What do mediums do your audience use? It’s a waste of time using a tool that your audience doesn’t use.
Implementation Create content your audience is looking for (based on your audience research) Allocate internal resources or get an agency Put widgets for content creation / distribution on your own website Begin distributing your content & engaging your audience
Monitor & Manage You’re now the host of an on-going event Treat everyone like they’re your guest Respond to your guests Increase where you get positive responses Change or remove where get negative responses Monitor & ask for guest feedback Constantly measure against your campaign objective, recycle & improve
Example Menu & Food suggestions from customers are increasing, so involve the Chef / F&B in the conversations Pictures of parties/events are being heavily viewed, so increase the frequency and number of pictures, ask for audience contributions Comments on rooms are negative/positive, understand and respond to guest feedback, provide incentives/responses based on your current corporate policies.
Questions ?please get in touch. about the author Kameel Vohra Marketing Consultant www.kameelvohra.com @kameel