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1. SOCIAL MEDIA STRATEGY

2. 2
Module M4: Using Social Media as a business environment
Competence
unit
U4.1 Using Social Media Learning
outcome
Understanding how to
use social media for
business
Type of
resource
PowerPoint Presentation
(PPT)
Type of
learning
Face-to-face
Resource title Social Media Strategy
Learning
hours
1h
Contents
- What is Social Media
- Different target audiences for the different media
- Building a business strategy using different social media to reach
prospective partners, clients, stakeholders

3. GETTING STARTED
What is Social Media?

4. Success ….
▪ It’s not what you know….
▪ It’s not who you know….
▪ It’s who wants to know you!!
▪ And today, it’s who wants to know you
ONLINE !
4

7. Difference between Social networks
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9. Strategy for Social Media
Options and Actions

10. What Strategy Options are there?
10
▪ Get known
▪ Have a presence since others have it
▪ Engage potential customers / Generate leads
▪ Engage existing customers / Keep them happy
▪ Look better than competitors
▪ Sell products / services
▪ Give after sales support
▪ Change public perception from negative to positive
▪ Combinations of above … and many others!

11. Details of Digital Strategy Steps
▪ 1. VALUE MESSAGE
▫ What do we want to say … to whom … how often …
and why?
▫ Matching with company vision / strategy
▪ 2. Collecting and internally sharing CONTENT
▫ Blog Posts / Articles
▫ Case Studies / Stories
▫ eBooks
▫ Newsletters / Mailshots
▫ Infographics
▫ Videos
▫ Social Media Status Text
▫ Photos
▫ Audio files / Music
▫ (User Generated Content)

12. Strategy Steps (cont)
▪ 3. Choosing common CHANNELS (too many to mention …)
▫ Your own website/s (including splash pages)
▫ 3rd Party sectorial / review websites
▫ Social Media
▫ Facebook
▫ LinkedIN
▫ Twitter
▫ Instagram
▫ Youtube
▫ Pinterest
▫ Snapchat
▫ Email Marketing
▫ Search Engines

13. Strategy Steps (cont)
▪ 4. CONSISTENCY of Posting
▫ Better once a month always than fits and starts
▫ Use Automation where possible but remember to show a
“human” side
▪ 5. Interaction with AUDIENCE
▫ This is a 2-way street – listen and reply
▫ Starting conversations… and ensuring some internal replies
▪ 6. LEAD GENERATION until purchase / abandonment
▫ Directly
▫ Through Affiliates
▪ 7. ANALYSE, Improve and Repeat

14. Let’s review
some latest
trends!
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15. Upcoming Trends on Social Media
▪ Video Marketing (fun, light, animated)
▪ Chatbots (Hello, how may I help you?)
▪ Storytelling (personal experience, day in the life of,
engagement)
▪ User Generated Content (let them share and re-share
moments)
▪ Interactive Content (quizzes, polls, games)
▪ Mobile Marketing (apps, mobile friendly sites)
▪ Big Data & AI (make your data work for you)
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16. Case Studies / Best Practices
▪ Video Marketing
▫ https://youtu.be/MCNUHt2CPbk
▪ Chatbots:
▫ Healthcare: https://florence.chat/
▫ Restaurant: https://chatobook.com/
▫ Estates:
https://collect.chat/templates/b/realestate-
assistant

17. Case Studies / Best Practices
▪ Storytelling
▫ Day in the life of a nurse:
https://www.youtube.com/watch?v=3GzBKoCK3I
k
▪ User Generated Content
▫ Hotels:
▫ https://blog.guestrevu.com/4-excellent-
examples-of-hotel-brands-embracing-user-
generated-content
▫ https://social.hyatt.com/guest-photos.html

18. LET’S REVIEW SOME CONCEPTS
What’s Social Media?
All online platforms that
allow interaction
between users. Variety
of target groups and
“angles” in all famous
ones – Facebook,
LinkedIn, Twitter,
Instagram, Youtube, etc
Building a social media
strategy
Needs to match the real
strategy of the business.
Requires planning and a step
by step implementation that
is going to be constant in
order to give results
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19. This project has been funded with support from the European Commission.
This publication reflec ts the vi ews onl y of the aut hor , and the Commission cannot
be held responsible for any use which may be made of the information contained therein.
Project Number: 2018-1-UK01-KA202-047909