The document provides a 5-step strategy for prioritizing social networks for a business. The steps are: 1) assess available time and budget, 2) define goals and key performance indicators, 3) research which social networks best connect with the target audience, 4) create a tiered priority system for social networks, and 5) continuously tweak and optimize the strategy based on measurement of goals. The strategy advises focusing efforts where the highest impact can be made for the business and prioritizing value for customers.

1. 5
Ways
to
Prioritize
What
Social
Networks
Your
Business
Should
Invest
In
Pam
Moore
CEO
/
Founder
Marketing
Nutz

2. the
point
of
inspiration
is
changing

3. human
brain
processes
visuals
60,000
times
faster
than
decoding
text!

4. YOU
are the
media

5. DIGITAL AND SOCIAL BODY LANGUAGE….
YOUR ACTIONS SPEAK LOUDER THAN YOUR WORDS

6. 1.
Time
&
money?
• Get
real
with
how
much
time
&
money
you
have
to
invest
the
next
3,
6,
12
months

7. • marketing
• content writing
• visual marketing / creative
• conversion optimization
• social network expertise
• data and analytics
• website / blog
development / design
does
your
team
(or
you)
have
the
right
skills?

8. 2.
Define
your
goals
• know
your
goals
• establish
key
performance
indicators
(KPIs)
• how
will
you
measure
success?

9. NOT JUST IMAGE
Sustainability
matters

10. It’s not what the technology
can do for you but what you
can do with the technology!
OUTCOMES

11. • Key performance
indicators help measure
transformation
• business goals /objectives
define where you are going
and why
where
are
you
going?

12. • brand awareness?
• website / blog traffic
• sales
• grow email list
• build community
• learn more about customer
• support sales / marketing
campaigns
• talent / recruiting & retention
• maximize reach into existing &
new markets
what’s
your
goal?

13. • brand impressions
• website / blog traffic
• sales
• email member list growth
• community growth
• community engagement
• increase customer
satisfaction
• decrease sales cycle
what
are
your
KPIs?

14. 3.
do
your
research

15. • help you achieve your goals?
• enable you to best connect
with your target audience?
• help your audience achieve
their goals?
• support your strengths &
improve your weaknesses?
• help you share your brand
story in a way that engages
others authentically?
• maximize investment in other
forms of marketing and
business priorities?
which
social
network
will…

16. • Know your customer
and audience
• social ecosystem
• social network
specifics
• how you are going to fit
in & add high value
research

17. do
you
really
know
your
customer?
Source:
ZenDesk

18. CONTEXT IS EVERYTHING

19. P
=
People
O
=
Objectives
S
=
Strategy
T
=
Technology
don’t
start
with
technology
Text
POSTWORKSHEET
to
33444
to
download
audience
worksheet
Download
directly:
www.socialzoomfactor.com/audience

20. where
are
they
hanging
out?

21. information
consumption
behavior
patterns?
• what do they read?
• where do they get their news?
• where & how do they learn?
• who do they listen to?

22. what
&
how
do
they
share?

23. • fame
• fortune
• thought leadership
• followers
• attention
• community
• content readership
• connections
• serving others
what
drives
them?

24. Communities
Create
Markets
Opportunity Harvest
Free
member
Paid
member
Loyal
evangelist
Community
Zone Customer
Zone
$$

25. • Social network press and about
pages
• Google “[insert name social
network] statistics 2016
• Google [insert name social
network] demographics 2016
• Industry reports
Social
network
demographics

26. • Facebook insights
• Twitter analytics
• LinkedIn analytics
• Pinterest analytics
• Google Analytics
• Facebook advertising
Social
network
native
insights

27. • Social Mention – free analysis of brand & keyword mentions
• Buzzsumo – top content & influencers in your niche
• Hashtagify – hashtag trends and reporting
• Sprout Social – social media dashboard + analytics
• Buffer App – social posting scheduling and analytics
• Hootsuite – top content & influencers in your niche
• Simply Measured – social network measurement & analytics
• Crowdbooster – top content & influencers in your niche
• Google Analytics – analyze your web traffic sources, content,
user behavior
• KissMetrics – blog and website annalytics
• Followerwonk – Twitter analytics
• Brandwatch – social and audience analytics, competitive
analysis
• Social Bakers – social analytics, competitive benchmarks
• Tailwind – Pinterest analytics
• Iconosquare – Instagram analytics
Additional
social
analysis
tools

28. 4.
Prioritize
platforms

29. Strategy
&
approach
• Tiered social network priority
• You can’t be all things to all
people or networks
• Focus where you can have the
highest impact for your
business
• Always prioritize value for your
target customer as top priority

30. • Tier 1 – primary focus
– you have a solid plan, strategy & tactics
– your target audience engages
– you spend time to contribute content, engage,
comment, share etc.
• Tier 2 – secondary focus
– you have a presence
– engagement is less for you & your target
audience
– social sharing by others a top goal
• Tier 3 – tertiary focus
– your target audience not highly present or
engaged
– you have a minimal presence / setup profiles
– keep an eye for later deeper investment
tiered
approach
to
social
network
prioritization

31. • what is top goal and objective?
• how much time will you spend?
• what is the best way to reach
your audience?
• content strategy / priorities?
• integration with other platforms?
• measurement?
• monitoring?
• phased approach to further
optimization?
within
each
social
network

32. Blog
• Home
base
• Stays
with
you
always
• Tell
stories
• Thought
leadership
• Integrated
platform
for
social
presence
• Ignite
OPCs
via
syndication
&
guest
blogging

33. Source:
Quicksprout
Email
subscribers
3
times
more
likely
to
share
content
via
social
media
than
other
visitors
Increase
conversion
rates
/
sales
Nurture
relationships
Data
collection
Brand
awareness

34. 5.
tweak,
rinse,
repeat
&
optimize!

35. Select
tools
AFTER
you
know
WHAT
you
want
to
measure
and
WHY!
sales
thought
leadership

36. • what are your top
business goals?
• business goals aligned
to digital marketing
and social media
• key performance
indicators (KPIs)
measure
success

37. pick your goal:
• page visits
• sign ups (newsletter, email etc.)
• custom conversions
track actions:
• clicks
• shares
• pins / repins
• views
• listens
• engagement overall
track
conversions

38. • keep aligned to goals & objectives
• use a content calendar
• clean up & organize content, keep
bios & profiles consistent and fresh
• validate & test links
• re-­prioritize placement of content
• remove out dated content
• remove double posted content
• Analyze data to optimize future
results
refresh
monthly
38

39. 1. time & budget
2. define your goal
3. do your research
4. prioritize your
platforms
5. tweak. rinse. repeat.
optimize.
5
step
success
strategy

40. Questions?
Pam
Moore
CEO
/
Founder
Marketing
Nutz
@pammktgnut
pammarketingnut.com
themarketingnutz.com
socialzoomfactor.com
socialprofitfactor.com