Building a social media strategy for your business

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A step by step guide to formulating a social media strategy for you business, including: …

A step by step guide to formulating a social media strategy for you business, including:
- Listening: why and how (free tools)
- Defining goals: what do you want to achieve?
- Tracking success: What to track and how (free tools)
- Content strategy: create a simple content strategy for your business
- Creating platforms: How to optimise your chosen platforms
- Engaging: Best practice for engaging with your community.

Please contact me to discuss applying a Social Media strategy to your business @rebeccajesson on Twitter or rjesson@quba.co.uk

All images from Flickr, no infringement intended.

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  • 1. Building a Social Media Strategy
    A step by step guide to Social Media for your business
  • 2. Hello I am @rebeccajesson
  • 3. What we will cover today
    • Listening
    • 4. Defining goals
    • 5. Tracking success
    • 6. Content strategy
    • 7. Creating platforms
    • 8. Engaging with your community
  • Step one: Listen
    Investigate what people are saying online about your brand, your competitors and your areas of expertise. This will help you to identify your key audience and how they behave online
  • 9. Step one: Listen
    • What are people are saying about your brand?
    • 10. What are other organisations in your field are doing (if anything)?
    • 11. What can you learn from them?
    • 12. Where are people who are interested in your services talking?
    • 13. What are they saying?
    • 14. Is there a gap in the market?
    At the very least, it shows whether conversations are happening, and whether it makes sense to get involved.
  • 15. Step one: Listen
    There are many free tools you can use to get started:
    • News alerts e.g. Google Alerts
    • 16. RSS feeds e.g. Advanced searches
    • 17. Feed readers e.g. Feedly
    • 18. Influence ranker e.g. Technorati
    • 19. Twitter monitor e.g. Tweetdeck
    In the future you may also consider a paid monitoring service
  • 20. “Identify who is talking, what they are saying and where they are saying it to inform your Social Media goals”
  • 21. Step two: Define goals
    Without clear direction, Social Media can pull you inall directions.
    Clear goals and realistic expectations can help avoid:
  • Step two: Define goals
    What counts as success for you?
  • Step two: Define goals
    Try to distill your Social Media mission to one sentence:
    “Humanise the Ford brand and put consumers in touch with Ford employees." Scott Monty, Ford Motor Co
    "Instill trust in the brand, and highlight that the people behind the brand are parents too.”
    Lindsay Lebresco, Graco
  • 33. “A core philosophy gives you a daily focus and helps define
    your goals”
  • 34. Step three: Tracking success
    Choose one of the following three KPIs, while they all impact each other one must rule!
  • 35. Step three: Tracking success
    Success in Social Media can be measured in many ways. Define which are important to your goals at each stage:
    Clickthroughs
    Video views
    Channel subscribers
    Video embeds
    SlideShare views
    Tags
    Diggs
    Stumbles
    App downloads
    Podcast subscribers
    Blog posts
    Reader comments
    Twitter mentions
    Twitter followers
    Facebook fans
    Back links
    RSS subscribers
    Google trends
    Alexa rankings
    Search results
    Inbound traffic
  • 36. Step three: Tracking success
    Track all activity and set conversions based on your goals
  • 37. Step three: Tracking success
  • 38. “To measure effectively, you’ll need to give your Social Media strategy time. Make sure your tracking is set up to inform your goals”
  • 39. Step four: Content strategy
    The practice of planning for content creation, delivery, and governance.
    Why? Sometimes without a plan, people run out of relevant and useful things to talk about. You only have to cast an eye over the thousands inactive Facebook fan pages, blogs and Twitter pages to see what I’m talking about.
  • 40. Step four: Content strategy
    How? Calendar to mark important dates for your business throughout the year.
    Integrate your traditional marketing plan with your online content plan. When is your next big promotion? Do you have any special codes for your Facebook fans?
  • 41. “It’s not rocket science, but having a content plan in place can be an excellent means for sustaining momentum. ”
  • 42. Step four: Create optimised platforms
    Use your initial research to inform which Social Media platforms you should use to start engaging
  • 43. Step four: Create optimised platforms
    A company blog is beneficial for almost any business:
    • Gives your business a human face and builds trust
    • 44. Sharing tools distribute content
    • 45. Comments encourage interactions
    • 46. Improves search rankings
    • 47. Deep linking helps the site to rank for additional key phrases
  • Step four: Create optimised platforms
    Additional platforms such as Facebook, YouTube, Twitter etc can be customised to give your audience the best possible experience
    • Ensure your brand name is protected on all Social Networks
    • 48. Complete full profile using target keywords
    • 49. Include link to your website
    • 50. Customise backgrounds, design and buddy icons
    • 51. Ensure you display links to all active profiles on your own website
  • “There’s no point putting all this work into platforms if your audience don’t know about or want to use them”
  • 52. Step five: Engage with your audience
    The building blocks of Social Media:
    Responsibility
    Listening
    Transparency
    Honesty
    Rapid response
    Flexibility
    Delight
    Relationships
  • 53. Step five: Engage with your audience
    • Link to relevant blog posts, photos, videos, podcastsetc.
    • 54. Don’t spam with company information, for every four posts you make to help others, you can write one self promotion
    • 55. Provide your customers with insight, sneak peeks, discounts, customer support, something that makes them laugh etc.
    • 56. Regularly check all communities and respond to any comments
    • 57. Ask questions of your audience, get to know them
  • “Social Media isn’t only about selling your products. It’s about engaging with your audience, having fun with them, making new connections, giving them reasons to talk to you and about you, finding out about them, having a conversation and building a long term relationship” 
  • 58. Thank you!
    Please contact me on:
    Twitter: @rebeccajesson
    Email: rjesson@quba.co.uk