Customizing a Social Media Plan

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This presentation is about how you can start to build a social media plan that will work for you.

This presentation is about how you can start to build a social media plan that will work for you.

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  • This doesn’t have to be difficult and it may even be a little fun.
  • A look into our Social Media Plan/Strategy. This plan will keep you on track and where more than one person is posting, consistency. This template is simple-Brief content strategy, you can be as lengthy as you want.Tools-quick detail what is used on a particular social media site. Useful for new employees.Management-what needs to be done on monthly, weekly or daily basis.Time-time can very greatly depending on what is being done. This is more of an average for me.This plan also can serve as your social media policy. Keep in mind it will evolve continually. You will change your strategies as you find what works and what doesn’t.
  • These next slides are examples of content-Pictures always get noticed. Keep text to about 80 characters. Cowgirl Yarn in Laramie-love it. This appeals in a lot of areas: Animals, especially Charlotte, so there is a story here ; knitting; humor and fun; an invitation to come visit the store.
  • It is a tough balance to not appear you only care about selling. This is a good example of a soft sell. This post received 82 likes. Good indication of a good post.
  • Creative strategy to get people engaged. Note 381 people liked this, 22 shared. Share sights and events and ask people to engage-in this case it is very clear.
  • A creative way to get people to engage/click on url. Love it-intrigue and suspense.
  • Whenever you can, use a management tool such as Hootsuite. Using Hootsuite eliminates posting one post on several sites individually. One click and your message can be posted on numerous sites.
  • A lot of people, say they just don’t get Twitter. Understandable, It is a microblogging site, encouraging tweets to be no more than 140 characters long. Fast-paced site. Depending on the number of people you follow, you can be receiving lots of tweets every minute. Twitter is really not meant for the occasional posting. In a few seconds your tweet is visible and then gone unless someone goes to your Twitter profile or follows what you specifically are saying.You can add pictures, categorize tweets using hashtags to be included in streams people are following, etc. Activity on Twitter is in the form of your own original postings, replies to others, retweet or share and direct messages.
  • People love quotes and retweet them often. Getting people to engage, you can use some of the same strategies as seen in FB examples.
  • Don’t forget why you are using social media; to build relationships and engage. As you can see the last item on management, you can drive traffic to your profile when you engage, share knowledge, answer questions, etc. This is true for all sites.
  • Prepare a strategy for all tools too.
  • Developing and using an editorial calendar will make your life so much easier.
  • I prefer my Outlook calendar.Determine how often you’ll create content. This is a balancing act between what the audience desires (typically, they want a lot of information) and what you can reasonably deliver. As they say in the newsroom, you need to feed the beast. But you need to do it with high quality content that educates or entertains the audience. The more quality content you create the more frequently the audience will return to your site. So, two posts a week? A post every day?Set aside a couple of hours to plan content for a month. Seems too tedious, but you will be glad you did it!
  • Brainstorm with family, friends, staff, colleagues and you will be surprised how easy this will become. These are just a few ideas to get you going.
  • You probably receive many questions from clients consistently. Write the questions and answers down to use for content. Blog posts are great. Within one blog post, you probably have several sentences that can stand on their own.
  • This is just an example of one entry on my Outlook calendar. This is one of your homework assignments, to post a whole week of activities directly in your calendar. Vary the time of day-meaning post several times during different times of the day. Once you analyze the time of day your clients are visiting your page, you can be more purposeful in your scheduling.

Transcript

  • 1. Customizing a Social Media Plan For Your Business Debbie Gorski Wyoming Entrepreneur SBDC, MRC, PTAC debk@uwyo.edu
  • 2. REVIEW & QUESTIONS
  • 3. SOCIAL MEDIA PLAN Included in your Marketing Plan  To help you focus on your goals and what is important.  Your roadmap to success  To track your progress  Eliminates random activities and potential Oh No’s! 
  • 4. FACEBOOK Role: Provide; a place where small businesses can network; find info; find opportunities specific to small businesses; find resources specific to small businesses; and allow everyone to share. Content Strategy:  Post upcoming events (workshops, conferences, etc.- ours and other WY eco devo groups).  Post opportunities & resources specifically and of interest for small businesses.  Announce news about our staff and awards/success stories of small businesses, clients.  Post photos and videos whenever applicable and often. Tools: 2 Pages (Wyoming Entrepreneur and GroBiz/Idea), PitchEngine News app Management:  Post an average of 2-3 times daily.  Check feedback/comments and respond as needed-daily.  Analyze Facebook insight data weekly, monthly, quarterly and yearly make adjustments as needed.  Include WyEn website url to posts whenever applicable.  Research and keep an eye out for apps that would enhance the pages. Time: Daily for 30 minutes to an hour.
  • 5. TWITTER Role: Engage with small businesses and others; share industry related info/opportunities specific to small businesses and resources. Content Strategy:  Post upcoming events (workshops, conferences, etc.- ours and other WY eco devo groups).  Post opportunities & resources specifically and of interest for small businesses.  Announce news about our staff and awards/success stories of small businesses, clients.  Tools: Tweetdeck (free app to manage Twitter activity), Twitpic, Hootsuite, Social Mention  Management:  Post an average of 5-7 times daily.  Check mentions, retweets, follows, direct messages and respond as needed-daily.  Engage in tweets within our industr;y topics.  Analyze data weekly, monthly, quarterly and yearly make adjustments as needed.  Include WyEn website, Facebook urls to posts whenever applicable.  Research and keep an eye out for apps and tools that would enhance activity.  Review who is following and follow back-look for new follows. 
  • 6. LINKEDIN Role: Provide; a place where economic development professionals, resource partners and small business owners can network; share info, opportunities and resources specific to small businesses. Content Strategy:  Post upcoming events (workshops, conferences, etc.- ours and other WY eco devo groups).  Post opportunities & resources of interest to eco devo people and their clients, small business owners.  Post job opportunities-ours and other partners  Announce news about our staff and awards/success stories of small businesses, clients.  Attach links whenever applicable. Tools: 1 group: Wyoming Entrepreneur Management:  Post an average of 2 times daily.  Check feedback/comments, new member requests and respond as needed-daily.  Include WyEn website url to posts whenever applicable.  Research and keep an eye out for apps that would enhance the pages.  Join other like groups and engage on a regular basis.
  • 7. PITCHENGINE Role: Create engaging and interactive pitches about our network or our clients and share with all social media outlets, email, etc. Content Strategy:  Pitch specialized content helpful to the small business owner.  Pitch opportunities & resources specifically and of interest to small businesses.  Announce news or network changes about our staff and awards/success stories of small businesses, clients.  Always include photos, videos and links with every pitch.  Be creative with title and keep title to 80 characters or less. Tools: 1 brand- Wyoming Entrepreneur Management:  Post an average of one time weekly; responsibility should ideally be shared by all individuals in network.  Check feedback/metrics for pitch at least monthly.  Analyze data monthly, quarterly and yearly and make adjustments as needed. Time: Weekly for about 2 hours.
  • 8. Source: http://www.artez.com/blogs/digitalfundraisingfromatoz/keepcalmanduseaneditorialcalendar
  • 9. EDITORIAL CALENDAR        This can simply be a calendar or spreadsheet. A schedule of activities monthly, weekly or daily What to post, when and who. Identify topic areas Interviews or guest authors Special offers, discounts, contests Why? It will keep you organized, save time and keep you sane!
  • 10. BRAINSTORM TOPICS          Provide education about your product or service. Share industry information: trends, what’s new, resources, etc. Announce successes: awards, certifications, newspaper/magazine reviews, etc. Highlight or spotlight customers you have worked with, who love your business, etc. Post photos and videos whenever possible; possible-better yet create your own videos. Announce when you will be attending trade shows, festivals or volunteer efforts/causes. Post workshops, webinars and classes. Integrate national holidays or special days of the month in your posts. Post something unique or creative every week. Give readers a reason to check your page every week!
  • 11. FINDING INFO Provide answers to customer questions  Use blog or website info  Industry Sites-Hint: Some of the sites you found for last week’s homework assignment.  Info from people you follow on social media  Trends, new products, statistics, etc.  Holidays and observances links  History or background info of your business/industry. 
  • 12. CONSIDER THISQuality content  Create content that will encourage a response (i.e. like, comment, share, pin, etc.)  Be personable, transparent, human not automated. Just be yourself!  Take your camera with you everywhere, or utilize the camera/record on your smart phone.  Post directly to social media sites from your social media apps on your smart phone. 
  • 13. QUESTIONS?  This is the most crucial part of your social media plan. Will this be doable?