Creating a Social Media Strategy by Kate Bradstreet Communications
Creating a Social Media StrategyPresented by:Kate Bradstreet, Managing DirectorKate Bradstreet Communicationshttp://Katebradstreetcommunications.com.au
AgendaThe current digital landscapeWhy is Social Media so important?What do you want to achieve using SocialMedia?Linking your Social Media Strategy to yourbusiness objectivesGetting it right!Measuring your success
The Social Media RevolutionAustralians are the mostprolific social media users inthe worldAustralians spend more timeon social media per monthRoughly 1/3 use social mediaevery daySocial media brands areconsistently among Australia’sTop 15 sites
The importance of Social Media“We don’t have a choice on whether we DOSocial Media, the question is how well we do it,”-Eric Qualmanhttp://www.youtube.com/watch?v=3SuNx0UrnEo
What do we use Social Media for? Sourced from - Yellow SocialMedia Report , Censis 2012
What do people search for? Sourced from - Yellow Social Media Report ,Censis 2012
Offers and feedback Sourced from - Yellow Social MediaReport , Censis 2012
Why, What and How?How well we do it comes down to knowing whywe are doing it, what is the best approach to itand evaluating the outcome =STRATEGY
Strategy versus TacticsStrategy: a plan toachieve a long termgoalTactics: a series ofactions to achievethose goals
Why this is a new approachSocial Media is not like other channels. As amarketer you can’t just talk about your ownbrand and expect people to listen.The KEY difference is YOU have to earn theright to talk and drive conversations. You haveto first listen and then respond.
What can my business use?Facebook – 845 million usersTwitter – 300 million usersLinkedIn – 135 million usersYouTube – 3 billion views per dayGoogle + – 62 million usersBlogs
Planning your StrategyThis simple checklist of questions should guideyour thinking when planning social mediastrategies for your business:What is the social aspect of it?How does it capture the imagination?Why would someone share this?How does it fulfil your brand’s goals?Where could it fall down?http://www.youtube.com/watch?v=fQd_DlkdQ1w
What’s the point? – Top 10 tips1. Increase loyalty by showing the real you2. Get feedback3. Answer and address complaints quickly4. Create product incentives5. Capitalize on and boost your word of mouth marketing6. Share photos and content to increase location and productawareness (Influencers)7. Grow your mailing list = growing your potential customer base8. Promote new products or promote an event9. Hold contests or offer incentives to increase your following10. Look at what others are doing and copy.
Connect with your customersAs far as deciding which platform works best,its a simple matter of asking customers:“Do you use Twitter? Are you on LinkedIn?What about Facebook?"Business owners cannot be afraid to ask theircustomers how they would like tocommunicate with the companyWhat motivates your customers?
FacebookCustomers use Facebook for two reasons:1. Connections and Conversations. Any marketingefforts made on Facebook must be cognisant ofthese two fundamental aspects.2. Customer engagement is key to your success onFacebook. Unless your customers are clicking linksto your Facebook page, liking or commenting onyour photos and posts, voting in your polls or usingyour apps, your page will have minimal visibility
Why use a Blog?Popular Blog platforms:Blogger, Wordpress, Typepad, PosterousPopularity:o Over 156 million blogs in existenceo About 175,000 new blogs are created each dayHow marketers can use it:o Add a human touch & personality to brandso Demonstrate thought leadership & subject-matter expertiseo SEO benefits – Linkages to your website
Shopping around Blog style63% of online Australians read blogs to findout what other people think about productsor services they are interested inPeople read an average of 6 blogs beforemaking a purchase decision
Support your customersMost research onthe reasons whyTwitter users followbrands shows thatbeing an existingcustomer is high onthe listThis explains whyTwitter is used bymany brands as acustomer supportchannel
Sharing for successSocial bookmarking is increasing in sizebecause of its sharabilityPinterest is currently the fastest-growingplatform (May 2012)
Crowd sourcing campaignOne Big Switch wanted to empowerAussie consumers to get betterdeals for the regular householdbills using mass consumer powerA campaign to cut the cost ofmortgages using the power ofgroup switching - 40,000Australians took partNow has 300,000+ membersThousands of One Big Switchmembers have cut the cost of theirhousehold bills
It’s not all about your productEndota Spa, Canberra Salsabor Dance Studio
Creating interestMe & Mrs Jones Visit Canberra
Developing an effective strategyBegin with the End in MindIf business goals arent dictating your socialmedia activities, then youre wasting your time,effort and moneyBecause your goals dictate how you organize yourdaily activities or short-term tactics. So it doesntmatter how many times you update Twitter, orwhat hashtags you use if you dont understandwhy youre using Twitter in the first place
What do you want to achieve?People often want to get started on thetactical side of things without giving dueconsideration to the key task of understandingand defining Goals & ObjectivesAnswer the WHAT and WHY rather thanstraight into the HOW. Without doing this youend up with a lot of activity, but none of it isdirected back to the higher objective
The 101 of strategy1. Conduct a Situation Analysis2. What are your goals?3. What are your objectives to reach your goals?4. Who are your target audiences?5. What message are you trying to get out?6. What tactics/channels will you use?7. How will you implement it?8. Evaluation – How will you know you have beensuccessful?
Setting communication goalsGoals are broad statements of what needs tobe done.Goals deal with:o Reputationo Relationshipso Task
Setting your objectivesPrecise, measureable statements about whatneeds to be done to achieve your goalObjectives deal with changes:o Increase brand awarenesso Build acceptanceo Encourage actiono Are outcome specific
Who are you?Dairy AustraliaThe national services body for dairy farmers andthe industry. Our role is to help farmers adapt toa changing operating environment and achieve aprofitable, sustainable dairy industry
Goals & ObjectivesGoal – To promote the health benefits of low fatmilko This is a broad goal but it covers identity, image,perceptions, recognition and reputationObjectives = Change + % + TimeObjective – To create awareness among 50% ofAustralia’s early childhood nurses that low fatmilk has the same calcium properties as fullcream milk within 12 months
Tactics and channelsKey – Determining appropriate and effectivetactics to reach audienceso Reach and coverage of audiences provided bythe channelso Creative match of message and channelo Control over the message (ability to turn offcomments on Facebook/YouTube)
What to considerThe competitor’s use of the channelThe ability of the channel to enable discussionand interaction with your target audienceNo point in using Facebook to generatediscussion if that’s not what you want to doRESOURCING – Is it worth doing if you don’thave the resources to do it properly?
Now let’s try it outWhat does your business do, or want to do?Keep it simple. It might be your mission forthe 2013 – 2014 financial yearo Who is your target audience?o What is one of your communication goals?o What are your objectives?o Now let’s think about which is the best socialmedia channel/or channels to use and why
Has your strategy worked?What did you expect would happen?What did happen?How do we attribute the impact of eachchannel?
What does success look like?Most evaluations should be based on fourmeasurement categoriesInput Output- What you put into the strategy - What tactics were- Research/resourcing used/frequency of useOutcome Outtake- What did the audience do? - Did they change behaviour?- Did they take action? - Share content/buy your product
Keep it simple!Use and re-use the same content on multiplechannels. You don’t always have to create newmaterial!Be prepared to try it out and be prepared forcriticism. Embrace it and respond promptlyGet your tone and frequency right – bepersonableBe authentic and engage in two-wayconversations with your audience