SOCIAL MEDIA MARKETING
STRATEGY
WHY SOCIAL MEDIA?

1.
2.
3.
4.

Increase brand awareness
Monitor Business Reputation
Differentiate Business from Competiti...
Social Media Marketing Strategy
Executive Summary
–

Intentions for Social Media Marketing Strategy
• Problem—
– Currently...
Social Media Marketing Strategy
Goals and Objectives
– Why do we want to use social media?
• Colite wants to use Social Me...
Social Media Marketing Strategy
Target Audience
Current Customers
• We need to keep up with current customers
• Identify w...
Social Media Marketing Strategy
Location and Sites
–

Which social networking channels to develop a presence?

•

Facebook...
Social Media Marketing Strategy
Controls
– How do followers and fans interact with Colite?
• This should be evaluated as w...
Social Media Marketing Strategy
Tactics
–
–

What type of content should we include at each site?
How will each site be us...
The Social Media Effect
Social Media Marketing Strategy
Reporting, Measuring, and Analytics (ROI)
– Gather and analyze data during the following t...
SOCIAL MEDIA MARKETING FLOW CHART
PUSHING CONTENT AND BUILDING TRAFFIC

Instagram – Visual Voice
BEST FOR: Pictures

Blogs...
THE MOBILE FACTOR
Mobile is obviously a growing emphasis in social media and the ability to utilize a mobile-enabled
site ...
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Social media strategy breakdown

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Social Media Marketing Strategy

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Social media strategy breakdown

  1. 1. SOCIAL MEDIA MARKETING STRATEGY
  2. 2. WHY SOCIAL MEDIA? 1. 2. 3. 4. Increase brand awareness Monitor Business Reputation Differentiate Business from Competition Communicate Expertise and knowledge
  3. 3. Social Media Marketing Strategy Executive Summary – Intentions for Social Media Marketing Strategy • Problem— – Currently Colite is not consistently creating, sharing, or delivering content and is not distributing this content via social media. • Solution— – Colite needs to create a standardized process to produce and distribute this information on a consistent basis to build a stronger community within its social network. • Is there an opportunity? – An opportunity exists because content is not effectively being communicated via social media within the industry and internally at Colite. • Do/Can we integrate with current site, blogs, etc? – Currently, www.colite.com, lacks the ability to add features to highlight social media, but we can still grow our web presence by consistently pushing content and delivering information.
  4. 4. Social Media Marketing Strategy Goals and Objectives – Why do we want to use social media? • Colite wants to use Social Media to do the following: – Make prospective customers more knowledgeable of Colite – Engage Customers and Build a Community of engaged customers – Gain a stronger ability to identify anonymous website traffic and turn that into customers • By doing this we will be able to: – Demonstrate Competencies – Communicate Knowledge – Share information – Inform and Educate Potential Customers of Colite’s superior product
  5. 5. Social Media Marketing Strategy Target Audience Current Customers • We need to keep up with current customers • Identify who our project managers work with • Maintain knowledge of how their businesses are performing and communicate that with them. – Potential Customers • Find strong prospects and connect via on-line • Focus on segments that Colite specializes in. – Competitors • Learn what they are doing within the social media space • Follow-them and connect to gain a better understanding of what they do –
  6. 6. Social Media Marketing Strategy Location and Sites – Which social networking channels to develop a presence? • Facebook—Because of volume, facebook offers an opportunity to keep people updated on current projects and build stronger relationships with customers • Twitter—Content easily distributed via short messages. Simple, to the point, and easily trackable on succeess rates by seeing who follows and who re-tweets us. • LinkedIn—Professional site that will focus on more business-centered articles that will educate and reflect Colite’s position as a leader in signage (integrate with Twitter). • Youtube—We need to create a Youtube Channel and start thinking of ways that we can produce multi-media content via Flipcam, Tablet, or Phone. • Instagram—Obviously, images are crucial in signage. Instagram needs to be utilized to show off projects and successes that Colite experiences. *Having a presence that is erratically updated, or used only for advertising purposes without engaging our followers is worse than not having a presence at all.
  7. 7. Social Media Marketing Strategy Controls – How do followers and fans interact with Colite? • This should be evaluated as we pick up steam and our consistently generating content. – What areas of each of the networks will we monitor? • We will be able to look at increases in likes, retweets, etc… – Social sites will act as a “second home” to our website and the reactions to content should be monitored
  8. 8. Social Media Marketing Strategy Tactics – – What type of content should we include at each site? How will each site be used? • How often it will be updated? • What interactions will we have with followers? – Question-and-answer articles – Interviews – Articles – Videos Site Frequency Twitter Daily LinkedIn 2-3 Times a Week Youtube To Be Determined Instagram As we receive images Facebook 2-3 Times a Week Blogs Weekly Content creation efforts, if done properly, will result in leads to our site. The next slide gives an idea of how the social media content we create will effect our lead generation
  9. 9. The Social Media Effect
  10. 10. Social Media Marketing Strategy Reporting, Measuring, and Analytics (ROI) – Gather and analyze data during the following three stages: • Launch – 0-6 Months – Get accustomed to schedule and calendar • Management – 6 Months – 1 Year Ensure consistency in posts and content production • Optimization – 1 Year – 3 Years. – Create a cohesive look and integrated communication framework to build on success – Collect the following information • What is the increase in the number of visitors and followers • Goal of creating re-tweets and gaining more notoriety in the digital space • Success rates of different types of media
  11. 11. SOCIAL MEDIA MARKETING FLOW CHART PUSHING CONTENT AND BUILDING TRAFFIC Instagram – Visual Voice BEST FOR: Pictures Blogs – Voice of Organization BEST FOR: Establishing internal content to promote capabilities Youtube –Multimedia Voice BEST FOR: Videos MOBILE-ENABLED WEBSITE INCREASES TRAFFIC AND EASE OF USE ON MOBILE DEVICES Website – “Central Hub” Information flows to and references the company’s website Facebook – Social Reminders BEST FOR: Customer Stories/Interaction LinkedIn – Professional Connector BEST FOR: Professional Connections Twitter – Content Generation BEST FOR: Quick, Useful Info Look for re-tweetable content
  12. 12. THE MOBILE FACTOR Mobile is obviously a growing emphasis in social media and the ability to utilize a mobile-enabled site is crucial when discussing building a web presence. 91% of people keep their phone within 3 feet of themselves 24 hours a day, 365 days per year (Morgan Stanley) 70% of all mobile searches result in action within 1 hour, only 30 % of PC searches do (Mobile Marketer, 2012) On average, it takes the average person 90 minutes to respond to an e-mail, but only 90 seconds to respond to a text message. (CTIA) 61% of smartphone users make local searches from a device. (Localeze)

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