Social Media Strategy Framework: I: OBJECTIVES/GOALS - Inform - Engage - Presence II: TACTICS Platforms - Numbers - Most appropriate for content Content -Source/Type - 5:3:2 -Frequency Engagement -Frequency -Weekly Chats III: MONITORING/ANALYTICS -Sentiments/Response -Reach: Organic/Paid -Tools: Tweetdeck, Twitter and Facebook Analytics, Trendsmap IV: BUDGET -80/20: Tools and staff

1. SOCIAL MEDIA
SESSION THREE: STRATEGY
BY: Dickens OOKO
MAIL: ookoguma@gmail.com TEL: 0707200880
SM: Dickens Kasami

2.  A business goal gives you a REASON to build a SM plan.
 Creating a SM strategy starts with understanding your
business objectives: defining your objectives will help
create an appropriate SM strategy with tangible results &
trackable metrics
 There are various channels that make it difficult to make
a choice on which channel to go to and get confused of
what even to say.
 Think of SM with business goals in mind.

3.  First challenge is to stop focusing on subscriber numbers;
they will count but not now. Concentrate on the long term
goals:
- It’s an investment: building up a base of followers &
analyzing them.
- Takes a lot of planning: test run ideas on small groups as
you grow, keep track of what works.
- The realism to understand: It takes time to make SM
viable; it will never be viable without concrete goals
 Numbers only matter if they get you somewhere; if a face
book fan reads your article on site. For this, we need a
strategy.

4.  Second challenge is to figure out what message you
want to pass to the people and how you are going to do
it.
 Think about your biz and the ability of SM to: drive
conversations; increase presence; and build brand

5. Strategy Framework:
I: OBJECTIVES/GOALS
- Inform
- Engage
- Presence
II: TACTICS
 Platforms
- Numbers
- Most appropriate for content
 Content
-Source/Type - 5:3:2
-Frequency

6. Engagement
-Frequency
-Weekly Chats
III: MONITORING/ANALYTICS
-Sentiments/Response
-Reach: Organic/Paid
-Tools: Tweetdeck, Twitter and Facebook Analytics,
Trendsmap
IV: BUDGET
-80/20: Tools and staff

7. SETTTING GOALS
 Presence Related Goals:
SM can serve as introduction: to build awareness and drive traffic
Expansion: mentions in new markets, reach new target audience
Conversation: number of contacts and links
 Brand Related Goals:
Sentiments: ratio of positive to negative over time
Evangelism: do consumers promote your offering?
Mentions: do you get unprompted mentions?
 Conversion Related Goals:
Sales and leads: viewing product, buying, increase orders
Social activity: are they to submit reviews, send to friend, social
share, comment
Subscription: are they to subscribe to RSS, like Facebook page,
follow on Twitter, Youtube

8. SOCIAL MEDIA TACTICS
Tactics help to define channels, for example:
 Offer Discounts: blog, twitter, facebook, linkedin
 Incorporate Reviews: Blog, yelp, linkedin, facebook, twitter
 Generate Links: twitter, blog, pinterest, social news, Youtube
 Social Sharing: blog, twitter, facebook, pinterest, social news
 Pitch Bloggers: blog, twitter, linkedin
 Offer Samples: facebook, pinterest, blog, forums
From this, find a strategic overlap. Which channels are showing across
the board for all the micro-goals? The highest overlap is going to
represent your ideal starter channels.

9. Choosing Channel
There are thousand of Social Media Channels available. I order
to decide which platforms are more appropriate, consider:
- Are your customers on the network?
- Does the network fit your demographic?
- Does your industry have a presence?
- Does it make sense for my content?
- Determine Your Bandwidth and Social Media Resources

10. 4 “Universal” Social Media Channels:
Google Plus – Every business that has or wants a web
presence needs an active Google+ page. Why? More
than a social networking site, Google Plus carries
significant SEO weight. +1 indicates popularity to
Google and contributes to its algorithm.
Twitter – Twitter can work for any business. However,
Twitter is an extremely active channel and proper
resources are required to take advantage of it.

11. Facebook is right for you if you are building a
community presence or want to reach as broad a
network as possible. With more than 70% of online
adults actively participating in Facebook, it remains
the most popular social media site by far.
YouTube – YouTube is another channel that can
absolutely work for any business. People love to
consume videos, and there are many advantages to
video including allowing your companies' personality
to shine through. The negative to YouTube is
professional video marketing is not cheap.

13. CONTENT STRATEGY:

14. Content Type: Curation Vs
Aggregation
Both content curation and content aggregation are strategic elements
of content marketing.
Content curators scour the internet for valuable content, which they
then share with their social communities.
Content aggregation can be confusing, because there are two forms of
it. The first is the aggregation of content, which simply means
syndicating someone else’s content that you found from their feed.
The second is creating and publishing content that you’ve written
yourself, then aggregating it.
There are the 3 key differences between content curation and
aggregation: Automation(aggregation is largely automated via RSS
feeds), Targeting and Value (aggregation lack editorial touch)

15. Social Media Content Ratio
5-3-2: (5) curated content/ (3) your content/ (2) personal status
updates
4-1-1: (4) curated content /(1) promotional /(1) retweet
555+: (5) curated content /(5) updates from you / (5) responses &
replies/ (+) miscellaneous
Rule of Thirds: (1/3) curated content/ (1/3) your content / (1/3)
responses & replies
30/60/10: (30%) your content / (60%) curated content /(10%)
promotional
20/1: (20) “relational posts“—or, content that helps your followers in
some way /(1) promotional post

16. Content Structure:
 Key Words
 Unique Value Proposition
 Call-to-action: question, click here…, ask for a
download,
Tweets in timelines with an ask to retweet increased
Retweets by an average of 311%
 Pictures and Infograhs:
Posting pictures to Facebook only works well, if the
pictures are self-explanatory
Length is debatable

17.  Give numbers
The bigger a number in a post, the farther it spreads.
Make lists : “8 reasons to…”, “15 tips to…”
Use digits rather than words – “10 ways to…” works better
than “Ten ways to
Place the number at the head of the sentence. “5 ways
social networks are changing the world” will work better
than “How social networks change the world in 5 ways
 Everyone wants to be taught: Use “Introduction”, “The
beginners guide”, “In 5 minutes”
We all want to get smarter; a common way to think about it
is to make a lot of “How to” articles. The bad news is, that
whilst they do teach people something, they don’t spread as
far.

20. Posting Frequency
Social media frequency is all about predict,
measure and repeat. Without testing your
posts on social media at different times of
the day, you won’t find what works.

21. General Frequency Guidelines:
- Schedule your posts when your audience is online
- It takes 18 minutes for half of a tweet’s retweets to occur i.e once a
tweet has been live for 18 minutes, it has reached the peak of its
engagement.
- 42% of customers expect a support request to be answered on
Twitter within 60 minutes.
- Facebook posts reach their half-life at the 90-minute mark, nearly
four times longer than Twitter.
- The median engagement point for Twitter is 24 minutes and 90
minutes for Facebook.
- For Facebook, a post reaches 75 percent of its potential in the first 5
hours (vs. three hours for Twitter).