Services Capstone Starting a Social Media Strategy


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Presentation for Services Capstone Marketing 477 - covering how to start clients with social media marketing. Covers Facebook, Twitter, Instagram, Blogging, and Websites. Thinks about ROI and how to analyze a client's needs, wants, timelines and deliverables.

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Services Capstone Starting a Social Media Strategy

  1. 1. Services Capstone Starting a Social Media Strategy By Susan Fant / / @susanchesley #coolestclassatua
  2. 2. About Susan @susanchesley  University of Alabama Instructor in Masters of Marketing Program – Create & Teach MKT597: Digital & Social Media Marketing Courses  President of Castle Sands LLC – Create Websites & Social Media Presences for Professionals  Executive Director Foresight Education & Research Network (online network 3,500+ professionals worldwide)  Education: Birmingham-Southern College & University of St Andrews (Business + Technology)
  3. 3. What Do Clients Want in Social Media  In order to have ROI potential, you must understand:  How to use different platforms / channels  How to gauge effectiveness  How to integrate into other marketing efforts  Companies are looking to impact the bottom line (ROI) and capitalize on the ability to create, listen, analyze and interact with customer conversations online.
  4. 4. Social Media Timelines  You are looking for your client‟s “big goals”  ROI Matters  Time Matters  What deliverables can you give someone quickly and efficiently on a timeline. A client may need help thinking through an appropriate timeline and it is up to you to align expectations with reality.
  5. 5. What Does Social Media Do? Social Media‟s Four Core Functions are: Monitor Amplify Respond Lead
  6. 6. Telling Your Client‟s Story  Social Media - is not free - but it is a great way to tell your story & can be tailored to your budget.  Time is an opportunity cost  Budget can be spent on hiring someone to work on social media  Budget can be spent on “sponsored” stories and promotions  Most clients will not want to “spend” any budget until they see results
  7. 7. Facebook  680 million Monthly Active Users in Dec. „12  1 out of every 5 page views in the USA is on Facebook  Main competition is for attention  Edge Rank – the more engagement a user has with content the stronger Edge Rank believes the user‟s interest is in similar content and filters newsfeed accordingly  Likes, clicks, shares proves interest  It does not track purchases or conversions Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
  8. 8. Facebook for Business
  9. 9. Twitter  As of 12/2012 there were more than 100 million users in the USA  Twitter users post 750 tweets per second With Twitter you are talking to the world at large – anyone can find you via a hashtag (#) and you can talk with anyone – it‟s an open network @susanchesley Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
  10. 10. Twitter for Business
  11. 11. Instagram  As of 12/2012 Instagram had 130 million Monthly Active Users  Instagram photos generate up to 1,000 comments per second Instagram is a visual, artistic, way to express yourself and your business authentically. Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
  12. 12. Instagram for Business
  13. 13. In depth: Understanding a Facebook Page 1. Set The Clients’ Goals  What does the client want? More Followers? More Sales? 2. Understand The Client  This is your chance to tell a story about this organization or business with the client.
  14. 14. What Do You Need?  LESS Likes MORE Engagement  With Edge Rank it is more important to get engaged users who will LIKE & SHARE your content  Promote your Facebook presence online and offline with flyers, banners, in-store displays, giveaways/coupons, and actively engaging your audience
  15. 15. Create Sharable Content and Calls to Action Shareable Content – 783 views Call to Action– 164 views
  16. 16. How to Know Your Audience
  17. 17. Understanding Your Posts
  18. 18. Who is the Target?
  19. 19. What Does it All Mean?  You can tailor fit your marketing to your target market online which may be the same or different than who is coming into your client‟s offline business  You can test content immediately and see what works and what doesn‟t. A lot of social media is about experimentation.
  20. 20. Brief Overview: Twitter
  21. 21. What Are You Aiming For?  Talk to your target audience  Engage with new people – many journalists and influencers are actively using Twitter  People can spread your message around quickly with a hashtag campaign (offline & online interaction) and can meet quickly too  Share “retweet” other content (that makes sense to your business) to spread the word that you are an active community member
  22. 22. How to Keep Up With It?
  23. 23. How to Get the Bigger Picture?
  24. 24. Brief Overview: Instagram
  25. 25. What Are You Aiming For?  Like & Get Involved With Other Users  Help Spread Your Message to a Younger Audience Who is Mobile Specific
  26. 26. Websites & Blogs  Think about the timeline for the strategy?  What‟s your client‟s main message?  How much control do they have over what is posted online or new websites that are being built?  Do they have information ready to go online?  What do they really need in a blog or a website – do they need high quality security, credit card transactions etc?
  27. 27. Building Websites & Blogs  There are several cloud services you can use: Weebly, Wix, GoDaddy, Strikingly  WordPress, Blogger, & Tumblr are the main blogging platforms  Do you have someone to provide content regularly and efficiently?  Is this something the client wants?
  28. 28. Tell the Story, Make the Sale  Social Media is a marketing tool - it can greatly emphasize what you do and has the ability to spread far and wide.  You have to put in the time and budget appropriate to the growth you expect to reach your goals.  Focus on monitor, amplify, respond & lead when creating your company‟s social media presence.  Your goals are your benchmarks which are your ROI measures.
  29. 29. Suggested Resources       