HOW TO
POWER
YOUR BRAND
WITH SOCIAL
MEDIA
WORKSHOP BY KAREN LEE
KARENPOILEE@GMAIL.COM
@KARENLEE
INTRODUCTION
SName Position School
Workshop Outcomes
Purpose
Business objectives
Social media strategy
Organization
Planning & Process
Sources
Calendar
Workflow
Content Strate...
LIST KEY BUSINESS OBJECTIVES:
………………………………………………………
………………………………………………………
………………………………………………………
WHAT’S YOUR SOCIAL MEDIA O...
DEFINE YOUR TARGET AUDIENCE
DEMOGRAPHICS
Gender
Age
Location
TYPE
Student/Alumni
Staff/Faculty
Market Size
WANTS/NEEDS/ASP...
DEFINE YOUR ROLE
………………………………………………………
………………………………………………………
………………………………………………………
Draw an org chart of who you work withi...
IDENTIFY YOUR STAKEHOLDERS
How does social media link to organizational,
departmental or overall project goals?
• Who are ...
WHO WILL BE ON YOUR SOCIAL MEDIA
COMMITTEE? This group will regularly meet to
support and provide feedback to your social
...
IDENTIFY YOUR CONTENT SOURCES
• Who is developing content?
• What kind of content are they creating?
• How often are they ...
ANNUAL CALENDAR Take some topics &
events you identified in your plan and plot them
out.
January February March
[topic 1] ...
MONTHLY CALENDAR Start to layout real
deadlines and publish dates on a day-to-day
basis. Include information such as theme...
CONTENT CHANNELS AND FORMATS
TEXT
Short-Form
• Web/email copy
• Article
• How-to’s
• Q&As
• Testimonials
• Newsletter
• Pr...
LIST THE CONTENT TYPES & FREQUENCY
FOR EACH SOCIAL PLATFORM. e.g. text,
photo, image, blog post, article or video.
Platfor...
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
NATIVE TOOLS Facebook, Twitter
TOOLS
FREE TOOLS HootSuite, TweetDeck
LOW-COST TOOLS Crowdbooster, Bufferapp,
Basecamp, Dro...
• Social Media Metrics
• Followers & Fans
• Post Reach & Engagement
• Target Audience Engagement
• Demographic
• Website M...
LIST MONTHLY METRICS YOU WANT TO
TRACK. Compare your metrics with your social
media objectives.
Social Media Metrics
……………...
DEVELOPING A MARKETING PLAN TO GROW
YOUR FANS AND FOLLOWERS.
BEST
PRACTICES
INTEGRATING SOCIAL MEDIA WITH YOUR
WEBSITE. How do you encourage social
sharing? How do you promote social media on
your w...
INTEGRATING SOCIAL MEDIA WITH YOUR
EVENTS. How do you promote events? How do
you engage attendees and your audience? How
d...
PUBLISHING CONTENT. What are the best days
and times to publish your social content?
BEST
PRACTICES
MONITORING AND LISTENING TO YOUR
AUDIENCE. How do you track brand or non-
branded conversations or mentions?
BEST
PRACTICES
CONTENT TOPICS AND TYPES FOR EACH
SOCIAL PLATFORM. How do you tailor your
content based on audience demographics and
inter...
PAID SOCIAL MEDIA CAMPAIGNS. How do
you extend the reach of your posts? How do
you grow your audience?
BEST
PRACTICES
VISUAL STRATEGY. What is your visual strategy
for Instagram? Pinterest? Facebook? Twitter?
BEST
PRACTICES
RUNNING EXPERIMENTS. How do you test
copy, messaging or visuals? How do you know
what works or doesn’t work?
BEST
PRACTICES
EVOLVING YOUR STRATEGY. Do you create
review cycles for each platform? How do you
define platform success?
BEST
PRACTICES
OTHER
BEST
PRACTICES
OTHER
BEST
PRACTICES
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How To Power You

  1. 1. HOW TO POWER YOUR BRAND WITH SOCIAL MEDIA WORKSHOP BY KAREN LEE KARENPOILEE@GMAIL.COM @KARENLEE
  2. 2. INTRODUCTION SName Position School Workshop Outcomes
  3. 3. Purpose Business objectives Social media strategy Organization Planning & Process Sources Calendar Workflow Content Strategy Content Types Workflow Creation Tools Analytics Best Practices TABLE OF CONTENTS
  4. 4. LIST KEY BUSINESS OBJECTIVES: ……………………………………………………… ……………………………………………………… ……………………………………………………… WHAT’S YOUR SOCIAL MEDIA OBJECTIVE? ……………………………………………………… ……………………………………………………… ……………………………………………………… ALIGN YOUR SOCIAL MEDIA STRATEGY WITH YOUR BUSINESS OBJECTIVES. ……………………………………………………… ……………………………………………………… ……………………………………………………… ……………………………………………………… ……………………………………………………… ……………………………………………………… ……………………………………………………… PURPOSE
  5. 5. DEFINE YOUR TARGET AUDIENCE DEMOGRAPHICS Gender Age Location TYPE Student/Alumni Staff/Faculty Market Size WANTS/NEEDS/ASPIRATIONS: ……………………………………………………… ……………………………………………………… ……………………………………………………… NOTES: PURPOSE
  6. 6. DEFINE YOUR ROLE ……………………………………………………… ……………………………………………………… ……………………………………………………… Draw an org chart of who you work within your department and across your organization: ORGANIZATION
  7. 7. IDENTIFY YOUR STAKEHOLDERS How does social media link to organizational, departmental or overall project goals? • Who are the key stakeholders? (individuals or groups) • What is the “win” for each? Stakeholder Win ORGANIZATION
  8. 8. WHO WILL BE ON YOUR SOCIAL MEDIA COMMITTEE? This group will regularly meet to support and provide feedback to your social media strategy, content, and campaigns. They will become social media advocates on your behalf inside and outside your organization. TEAM
  9. 9. IDENTIFY YOUR CONTENT SOURCES • Who is developing content? • What kind of content are they creating? • How often are they producing content? CONTENT SOURCE 1……………………………………. Content Type Frequency CONTENT SOURCE 2……………………………………. Content Type Frequency PLANNING & PROCESS
  10. 10. ANNUAL CALENDAR Take some topics & events you identified in your plan and plot them out. January February March [topic 1] [event 1] April May June July August September October November December PLANNING & PROCESS
  11. 11. MONTHLY CALENDAR Start to layout real deadlines and publish dates on a day-to-day basis. Include information such as theme, content type, author, etc. PLANNING & PROCESS
  12. 12. CONTENT CHANNELS AND FORMATS TEXT Short-Form • Web/email copy • Article • How-to’s • Q&As • Testimonials • Newsletter • Press release Long-Form • E-books • White papers • Case studies • Guides • Directories Micro-Form • Facebook posts • Tweets • Blog comments CONTENT GRAPHIC Graphic Illustrations • Infographics • Frameworks • Data Slide Presentations Photos, GIFs
  13. 13. LIST THE CONTENT TYPES & FREQUENCY FOR EACH SOCIAL PLATFORM. e.g. text, photo, image, blog post, article or video. Platform Content Type Frequency CONTENT
  14. 14. CONTENT
  15. 15. CONTENT
  16. 16. CONTENT
  17. 17. CONTENT
  18. 18. CONTENT
  19. 19. CONTENT
  20. 20. NATIVE TOOLS Facebook, Twitter TOOLS FREE TOOLS HootSuite, TweetDeck LOW-COST TOOLS Crowdbooster, Bufferapp, Basecamp, Dropbox ENTERPRISE TOOLS HootSuite, Socialflow, Kapost, Radian6, Box
  21. 21. • Social Media Metrics • Followers & Fans • Post Reach & Engagement • Target Audience Engagement • Demographic • Website Metrics • Page Views • Source Referrals • Goals & Conversions • Applications • Donations • Demographic • Technology Platform • Mobile ANALYTICS
  22. 22. LIST MONTHLY METRICS YOU WANT TO TRACK. Compare your metrics with your social media objectives. Social Media Metrics ……………………………………………………… ……………………………………………………… ……………………………………………………… ……………………………………………………… Website Metrics ……………………………………………………… ……………………………………………………… ……………………………………………………… ……………………………………………………… Other Metrics ……………………………………………………… ……………………………………………………… ANALYTICS
  23. 23. DEVELOPING A MARKETING PLAN TO GROW YOUR FANS AND FOLLOWERS. BEST PRACTICES
  24. 24. INTEGRATING SOCIAL MEDIA WITH YOUR WEBSITE. How do you encourage social sharing? How do you promote social media on your website? BEST PRACTICES
  25. 25. INTEGRATING SOCIAL MEDIA WITH YOUR EVENTS. How do you promote events? How do you engage attendees and your audience? How do you turn events into ever-green content? BEST PRACTICES
  26. 26. PUBLISHING CONTENT. What are the best days and times to publish your social content? BEST PRACTICES
  27. 27. MONITORING AND LISTENING TO YOUR AUDIENCE. How do you track brand or non- branded conversations or mentions? BEST PRACTICES
  28. 28. CONTENT TOPICS AND TYPES FOR EACH SOCIAL PLATFORM. How do you tailor your content based on audience demographics and interests? BEST PRACTICES
  29. 29. PAID SOCIAL MEDIA CAMPAIGNS. How do you extend the reach of your posts? How do you grow your audience? BEST PRACTICES
  30. 30. VISUAL STRATEGY. What is your visual strategy for Instagram? Pinterest? Facebook? Twitter? BEST PRACTICES
  31. 31. RUNNING EXPERIMENTS. How do you test copy, messaging or visuals? How do you know what works or doesn’t work? BEST PRACTICES
  32. 32. EVOLVING YOUR STRATEGY. Do you create review cycles for each platform? How do you define platform success? BEST PRACTICES
  33. 33. OTHER BEST PRACTICES
  34. 34. OTHER BEST PRACTICES

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