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Social Media StrategyRACHEL MURRAY
Rachel MurrayDigital Marketing ConsultantHydrant@HydrantRachel
IntroductionsBrief Introductions NameJob RoleCompanySocial Media Experience
Structure of Today•Social Media Landscape•Developing your Strategy•Monitoring your Strategy•Case Study•Questions and Answe...
Agenda10.00 -11.00 Start, Introductions and Best Practice11.00 – 11.15 Break11.15 – 12.30 Social Media12.30 – 1.30 Lunch1....
ObjectivesLearn best practice tips for social media sitesEquip you with the knowledge and skills to create a social medias...
Social MediaLandscape
Social Media LandscapeSocial Media is evolving, with the introduction of new features, new capabilitiesand often new sites...
Social Media LandscapeFacebook◦ More than a billion monthly active users as of December 2012.Twitter◦ 340,000,000 Tweets p...
TwitterTwitter can be used for many purposes in regard to your business whether that bepromotions, communicating with your...
FacebookTypes – Pages, Groups, Personal PagesBranding◦ Increase Brand Awareness◦ Showcase Brand PersonalityFacebook Groups...
Facebook AnalyticsPage Insights gives you the data youneed to gather consumer insights.With Page Insights, you can:• Asses...
Facebook AdvertisingPay per clickDo your research – Sponsored StoriesUse Image well – 100x80 pixel pictureSplit Testing• B...
LinkedinThe worlds largest professional network with over 200 million members in over200 countriesBased on six degrees of ...
Linkedin Company PagesList your products and services available – Never leave blank!Get Recommendations – for your product...
LinkedinLinked-In Advertising◦ Pay Per ClickCreate a group around your specialisations and core competenciesIntroductionsE...
PinterestAround 71% of businesses never use Pinterest, even though traffic to the site has doubled since mid-2012.20 milli...
Pinterest - PrinciplesPut pinners first - Before you start pinning, consider what pinners really care about. Check out you...
Google+Within search results, information tied to verified online profiles will be ranked higher thancontent without such ...
Google+Verifying and linking your site with them to boost authenticity and quality.Understand your audience – target right...
Do’s andDont’sWorkshopRe-consider the best practice advice discussed, andyour own knowledge on the platform and lessonslea...
Do’s and Don’t’sRegular Updates – Including WeekendsShow Personality - Be friendly and openVariety of Content - Be engagin...
Break
Multi Channel StrategyIt is important that you are creating the write messages to your audience, as your audience maybe di...
Multi Channel Strategy - Mobyhttp://destroyed.moby.com/Using Instagram, Soundcloud, Facebook andTwitter.Users encouraged t...
Multi-Channel Strategy - Cadbury◦ How Cadbury usesFacebook, Twitter, Pinterest andGoogle+◦ Separate for Brands – ShareReci...
Cadbury – Twitter and Google+Twitter -https://twitter.com/CadburyUK130,000 Followers – Tweets 20 times a daySeparate custo...
Multi Channel - Kendal CallingKendal Calling - award-winning, innovative, independent festivalbased in the Lake District.I...
Instagram – Visit ScotlandUsing #naturalscotlandon Instagram as partof a photographycompetition.Additionally used onFacebo...
Challenges and Opportunities ofSocial MediaVirility of InformationIntegration of daily lifePrivacy and SecurityROI – Measu...
Negative FeedbackA recommendation is to have a strategy or plan in mind to deal with negative feedback ontwitter.Identify ...
Search Engine OptimisationKeyword StrategyKeyword Rich ContentBack Links – add creditability, increase sitetraffic and vis...
Round-UpUSP – What is yours and how to apply that to yours content?What site ? – identify your customers, and go where the...
Your Social MediaStrategy
StrategyA Strategy can effect and enhance every corner of your organisation. So it is important to set outspecific, measur...
Components of your Social MediaStrategyPlanning and AnalysisBig Idea & CampaignMaking it HappenConclusion
Planning and Analysis◦ Where are we are now ?◦ Where do we want to be?◦ What do we want to achieve?◦ What do we want to do...
Planning and AnalysisWho is your Online Audience?◦ Customer, Audience, demographic, location, data resources and key influ...
Planning and AnalysisCustomers and AudienceUnderstanding the buying and decision making behaviour of your customers, clien...
Planning and AnalysisWhat are your reasons for using social media? What do you want to achieve?Example: You can use your p...
Planning and Analysis◦ Where are we are now ? – Analysis of Current Activity, Position and Resources◦ Where do we want to ...
Big Idea and Campaign◦ How exactly do we get there?◦ How will we achieve the goals set?◦ What will be competitive and uniq...
Big Idea and CampaignOnce you have a few goals in mind, think about your customer and what kind ofthings they want to see ...
Big Idea and CampaignAction Plan• Action Type• Priority• Details• Frequency• Metrics• Time• TacticsActionTypePriority Deta...
Big Idea and CampaignCreate timeline of campaign/ Editorial Calendar◦ When are you going to post?◦ What type of content do...
Big Idea and Campaign◦ Actionable Tactics of how to achieve goals, targets and KPI’s◦ Creative Ideas and Marketing Campaig...
Making it Happen◦ Implementing your strategy◦ How do we monitor performance?◦ How will you measure the success?◦ What tool...
Making it HappenSplit Testing and measure what worksTweak as appropriateMonitor and Report Performance - Record all data w...
Making it HappenManaging Internal ResourcesCollective Voice – if there is more than just one staff member contributing too...
EvaluationDid the strategy exceed Goals?What were the unexpected benefits?What was learnt?What were the Key Performance In...
Evaluation◦ Evaluate the initial goals, ROI’s and KPI’s and compare the reality◦ Review unexpected benefits, mistakes & le...
EvaluationTools to useMeasuring and ReportingHoot Suite – Reporting and SchedulingGoogle Analytics SocialFacebook Insights...
Evaluation – Tools to use?◦ Do you use any tools that you would recommend?◦ Scheduling Tools or software that assists, sup...
Summarise• Where are we now, and where do we wantto be. Analysis and Setting goalsPlanning and Analysis• Action Plan, How ...
Accompanying StrategiesContent Strategy – What is the purpose of your content, what has it to achieve?Marketing Strategy –...
Workshop – CaseStudy
Workshop – Case StudyGiven a Case StudyAnalyse and Create Strategy based on whatyou have learnt todayPresent your solution...
• Where are we now, and where dowe want to be.Planning andAnalysis• Action Plan, how going to achievethis.Big Idea & Campa...
Overview
New Developments – 2013 andahead◦ Facebook Developments◦ E-Commerce and Social Media◦ Visual Marketing – Pinterest and Ins...
Facebook DevelopmentsGraph Search - https://www.facebook.com/about/graphsearchNew Timeline - https://www.facebook.com/abou...
Follow UpTo Do:Develop your StrategyCreate clear objectives, targets and KPI’s.Implement – assign responsibilitiesAccompan...
Rachel Murray - HydrantRachel MurrayRachel.murray@hydrant.co.uk@HydrantRachel0845 862 1111
Question and answerIF YOU HAVE ANY QUESTIONS OR REQUIREANY PRACTICAL ADVICE THEN PLEASE ASK
Chamber of Commerce - Social Media Strategy Workshop
Chamber of Commerce - Social Media Strategy Workshop
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Chamber of Commerce - Social Media Strategy Workshop

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Here are the Slides from the Social Media Strategy Workshop held on the 7 May 2013 at Newton Rigg Conference Centre.

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Chamber of Commerce - Social Media Strategy Workshop

  1. 1. Social Media StrategyRACHEL MURRAY
  2. 2. Rachel MurrayDigital Marketing ConsultantHydrant@HydrantRachel
  3. 3. IntroductionsBrief Introductions NameJob RoleCompanySocial Media Experience
  4. 4. Structure of Today•Social Media Landscape•Developing your Strategy•Monitoring your Strategy•Case Study•Questions and Answer, Practical Questions
  5. 5. Agenda10.00 -11.00 Start, Introductions and Best Practice11.00 – 11.15 Break11.15 – 12.30 Social Media12.30 – 1.30 Lunch1.30 – 2.45 Developing your Strategy2.45 – 3.00 Break3.00-4.00 Case Study and Overview
  6. 6. ObjectivesLearn best practice tips for social media sitesEquip you with the knowledge and skills to create a social mediastrategyAllow for the practical application of skills and knowledge learnt
  7. 7. Social MediaLandscape
  8. 8. Social Media LandscapeSocial Media is evolving, with the introduction of new features, new capabilitiesand often new sites and trends regularly.Main Sites that businesses use are – Twitter, Facebook, Linkedin, Google+ andPinterest.The power of social media has become extremely relevant for businesses with ahuge percentage of people using it as part of their daily lives, and using itregularly.◦ 52% adults in the UK are using social media regularly◦ 37.3 million people in the UK use social media◦ Over 40% of UK companies use social media and 50% of those actively encourage staff to use it
  9. 9. Social Media LandscapeFacebook◦ More than a billion monthly active users as of December 2012.Twitter◦ 340,000,000 Tweets per day◦ 200,000,000+ active users◦ 15.5 million people have Twitter in UKLinked-In◦ The worlds largest professional network with over 200 million members in over 200 countriesPinterest◦ As of February 2012, Pinterest had accumulated 10.4 million users.Google+◦ 1M+ Business and brand pages created in the first 6 months.◦ 400M+ Google+ users and growing fast
  10. 10. TwitterTwitter can be used for many purposes in regard to your business whether that bepromotions, communicating with your audience, responding to consumer queries etc.Respond – Retweet, Reply and monitor conversationsReward FollowersDemonstrate LeadershipEstablish Right Voice – How do you want your business to appear to the Twitter Community.Search for relevant followersRecommended to Tweet a few times a day – Also the weekend!
  11. 11. FacebookTypes – Pages, Groups, Personal PagesBranding◦ Increase Brand Awareness◦ Showcase Brand PersonalityFacebook Groups◦ Networking◦ Coaching Clients◦ Social Groups◦ Niche FocusedAlways Changing – New Timeline http://www.facebook.com/about/newsfeed
  12. 12. Facebook AnalyticsPage Insights gives you the data youneed to gather consumer insights.With Page Insights, you can:• Assess the performance of yourPage• Learn which content resonateswith your audience• Optimize how you publish to youraudience so that people will telltheir friends about you
  13. 13. Facebook AdvertisingPay per clickDo your research – Sponsored StoriesUse Image well – 100x80 pixel pictureSplit Testing• Body of your ad• Photo in your ad• Headline of your ad• Sponsored Story vs. regular adWatch your Results◦ A typical click-through rate on Facebook is 0.04-0.05%.Local Campaign – Sponsored StoriesLookalike Audiences
  14. 14. LinkedinThe worlds largest professional network with over 200 million members in over200 countriesBased on six degrees of separation – LinkedIn uses:◦ 1st degree connections (immediate)◦ 2nd degree connections to your first degree connectionsHelps to build relationshipsMore than 2.6 million companies have Linked-In Company Pages11+ million members in the UK as of January 9, 2013
  15. 15. Linkedin Company PagesList your products and services available – Never leave blank!Get Recommendations – for your products/servicesPost content that interests your followers and less about how great your company isEncourage employees to like and share updates – will help to grow customer baseListen to your audienceLook and analyse Insights of Company PageTake part in Linked-in Groups discussions
  16. 16. LinkedinLinked-In Advertising◦ Pay Per ClickCreate a group around your specialisations and core competenciesIntroductionsEndorse fairlyProfessional Photo◦ Self Branding◦ Consistent Image Used on all profilesRecruitment
  17. 17. PinterestAround 71% of businesses never use Pinterest, even though traffic to the site has doubled since mid-2012.20 million users and it is growing year-on-year.Ettiquete◦ Be respectful◦ Be yourself◦ Give credit to the sources of the image◦ Stay alert◦ Let Pinterest know of any misconduct.Shared Interests - As a business, you can provide inspiration for these interests by pinning ina personal, authentic way.Be a sociable pinner – like, re-pin and share
  18. 18. Pinterest - PrinciplesPut pinners first - Before you start pinning, consider what pinners really care about. Check out your webanalytics to see what they like best, or talk to them directly. Tailor your pinning for them.Curate your collection - Create a few boards to start your collection.Show what inspires you - Instead of just showing off your products, show what inspires themBe authentic – Be creative and show your personalityShare your pins – Promote your Account
  19. 19. Google+Within search results, information tied to verified online profiles will be ranked higher thancontent without such verification, which will result in most users naturally clicking on the top(verified) results. The true cost of remaining anonymous, then, might be irrelevance.(Eric Schmidt, Google’s former CEO )
  20. 20. Google+Verifying and linking your site with them to boost authenticity and quality.Understand your audience – target right messagesSegment Followers with CirclesConsider Keywords – In About sectionHangouts and CommunitiesReviews – add creditability
  21. 21. Do’s andDont’sWorkshopRe-consider the best practice advice discussed, andyour own knowledge on the platform and lessonslearnt to consider do’s and don’t’s when using socialmedia.Note down one do and one don’t of how to usesocial media, whether that be things to considerwhen posting or things that you feel are best andnot best practice.
  22. 22. Do’s and Don’t’sRegular Updates – Including WeekendsShow Personality - Be friendly and openVariety of Content - Be engagingDouble check spelling and grammar - ProofreadSearch for popular hashtagsStay activeDevelop a planEncourage Email database to joinAdd widgets to your siteRespondSegmentation and TargetingDon’t ignore feedback, interactions and mentionsDon’t be repetitivePlagiarizeShare too much informationForget your audience as this is the key to successUse multiple names across platforms – keep itconsistent!Set up if you don’t plan to invest timeAssume people will find youHard sellMix personal and business
  23. 23. Break
  24. 24. Multi Channel StrategyIt is important that you are creating the write messages to your audience, as your audience maybe different on different networks. It is how you manage the cross-over and integrating themsuccessfully.◦ Using all your social media channels◦ Successfully integrating them and making them part of your marketing campaign◦ Measuring cross-over◦ Consider touch points – identify all points of contact◦ Encourage collaboration
  25. 25. Multi Channel Strategy - Mobyhttp://destroyed.moby.com/Using Instagram, Soundcloud, Facebook andTwitter.Users encouraged to Instagram picturesusing appropriate hashtag at specific timeand displayed on micro-site.
  26. 26. Multi-Channel Strategy - Cadbury◦ How Cadbury usesFacebook, Twitter, Pinterest andGoogle+◦ Separate for Brands – ShareRecipes, New Product Launches◦ Facebook Pages◦ Visual Posts◦ Limited Responses to CustomerCare Communications◦ RT for Sweets Campaign◦ Google+ Hangouts andCommunities
  27. 27. Cadbury – Twitter and Google+Twitter -https://twitter.com/CadburyUK130,000 Followers – Tweets 20 times a daySeparate customer service TwitterGoogle+ -https://plus.google.com/u/0/+CadburyUK/postsEarly AdopterHangouts and CommunitiesCakes and Baking Community
  28. 28. Multi Channel - Kendal CallingKendal Calling - award-winning, innovative, independent festivalbased in the Lake District.Instagram• Sharing images to encourage people tolike the image.• 450 Followers• Tag Photos - #kendalcalling
  29. 29. Instagram – Visit ScotlandUsing #naturalscotlandon Instagram as partof a photographycompetition.Additionally used onFacebook to displayimages to allow forsharing of the Images.
  30. 30. Challenges and Opportunities ofSocial MediaVirility of InformationIntegration of daily lifePrivacy and SecurityROI – MeasurementDevelopments in Technology
  31. 31. Negative FeedbackA recommendation is to have a strategy or plan in mind to deal with negative feedback ontwitter.Identify the type of feedback◦ Straight Problem◦ Constructive Criticism◦ Attack◦ Trolling/SpamDecide how to react◦ Does it require a response?◦ Do you have a standard response?◦ How will you manage the communication?
  32. 32. Search Engine OptimisationKeyword StrategyKeyword Rich ContentBack Links – add creditability, increase sitetraffic and visibility of your posts.Profiling Naming – Profile descriptionsContact Information and DescriptionLink your Website – icons and Widgets to gainmore online exposure.Verify social media sites
  33. 33. Round-UpUSP – What is yours and how to apply that to yours content?What site ? – identify your customers, and go where they go!Negative Feedback – How to respondSearch Engine Optimisation – KeywordsMulti-Channel – use all sites, and how?Be prepared to face challenges and take advantage of opportunities
  34. 34. Your Social MediaStrategy
  35. 35. StrategyA Strategy can effect and enhance every corner of your organisation. So it is important to set outspecific, measurable goals before you begin, enabling you to evaluate just how much you haveachieved.◦ Develop brand/ product/ services awareness◦ Build audience/ customer base◦ Educate audience/ customer base◦ Understand more about your audience/ customer base◦ Increase reputationFocusing on the ultimate goal, will guide what you do, when you do it and what content you willshare..
  36. 36. Components of your Social MediaStrategyPlanning and AnalysisBig Idea & CampaignMaking it HappenConclusion
  37. 37. Planning and Analysis◦ Where are we are now ?◦ Where do we want to be?◦ What do we want to achieve?◦ What do we want to do with Social Media?◦ How will we get there?◦ Who do we want to communicate with and how?
  38. 38. Planning and AnalysisWho is your Online Audience?◦ Customer, Audience, demographic, location, data resources and key influencersWhat can you offer?◦ The Business, Brand, Industry and Unique offeringMarket Trends – adapt and utilise market changes and trendsCompetitor Analysis◦ What are you competitors doing?◦ How are they engaging with their audience?◦ What is their persona online?Define team skills – Internal Resources and Capabilities
  39. 39. Planning and AnalysisCustomers and AudienceUnderstanding the buying and decision making behaviour of your customers, clients or targetaudiences is essential and involves considerable invested research and planning.◦ Existing customer and audience◦ New customers in current demographic◦ New customers in new demographicsPrioritised list of customer segments and which customers are more likely to deliver theaims of the strategy
  40. 40. Planning and AnalysisWhat are your reasons for using social media? What do you want to achieve?Example: You can use your page to do many things, such as find new customers, build yourbrand and relationships with current customers, promote events and specialoffers, communicate with internal teams, and much more.Devise an actionable plan for reaching these goals.KPI’s, Goals, Return On Investment, Financial and Audience engagement◦ Digital, Business, Operational, Financial, Engagement, Team, Creative
  41. 41. Planning and Analysis◦ Where are we are now ? – Analysis of Current Activity, Position and Resources◦ Where do we want to be? – Setting measurable of targets, KPI’s and goals◦ What do we want to do with Social Media? – What else do you want to do◦ How will we get there? – What can we do, capabilities and resources◦ Who do we want to communicate with and how? – Online Audience, TargetAudience
  42. 42. Big Idea and Campaign◦ How exactly do we get there?◦ How will we achieve the goals set?◦ What will be competitive and unique advantage?◦ What is the Content, Ideas and Tactics to how you will achieve objectives andgoals?
  43. 43. Big Idea and CampaignOnce you have a few goals in mind, think about your customer and what kind ofthings they want to see from you. What will get them excited? What will keepthem engaged?◦ Brainstorming creative ideas◦ Define channels and plan for each◦ Allocate projects to team members based on skill set◦ Create timeline of your campaign/ Editorial Calendar◦ Creating an Action Plan
  44. 44. Big Idea and CampaignAction Plan• Action Type• Priority• Details• Frequency• Metrics• Time• TacticsActionTypePriority Details Frequency Metrics Time MeansLike FanPagesLow Search forRelevantPages toreceiveupdatesfrom2 New Likesper weekNumberof Likes10Minutesper WeekFacebookandInternetSearch
  45. 45. Big Idea and CampaignCreate timeline of campaign/ Editorial Calendar◦ When are you going to post?◦ What type of content do you want to post?◦ How often to post?Tools to use:Scheduling ToolsOr as simple as a Calendar to mark what and when to post.
  46. 46. Big Idea and Campaign◦ Actionable Tactics of how to achieve goals, targets and KPI’s◦ Creative Ideas and Marketing Campaigns◦ Preparing an Action Plan◦ Creating an editorial calendar or posting schedule
  47. 47. Making it Happen◦ Implementing your strategy◦ How do we monitor performance?◦ How will you measure the success?◦ What tools will you use to action your strategy?
  48. 48. Making it HappenSplit Testing and measure what worksTweak as appropriateMonitor and Report Performance - Record all data with reporting, analysis andproceduresUse analytics to see what works and what does notManagement – Internal resources or Outsource?
  49. 49. Making it HappenManaging Internal ResourcesCollective Voice – if there is more than just one staff member contributing toonline content, ensure that there is a collective voice.Staff Social Media Policies◦ What to include?◦ What does it cover?◦ LegalEmployee Training on using social mediaUtilising Internal Resources
  50. 50. EvaluationDid the strategy exceed Goals?What were the unexpected benefits?What was learnt?What were the Key Performance Indicators?What is the value of the KPIS?Which audience segment engaged with the campaign the most?What is the value of engagement in relation to the goals?
  51. 51. Evaluation◦ Evaluate the initial goals, ROI’s and KPI’s and compare the reality◦ Review unexpected benefits, mistakes & lessons learned◦ Utilise for future campaigns◦ Establish continuity in engagement◦ Summarise the benefits of the strategy
  52. 52. EvaluationTools to useMeasuring and ReportingHoot Suite – Reporting and SchedulingGoogle Analytics SocialFacebook InsightsPinterest Web AnalyticsRaven ToolsOtherScheduling - BufferURL shorternerGoogle Analytics
  53. 53. Evaluation – Tools to use?◦ Do you use any tools that you would recommend?◦ Scheduling Tools or software that assists, supports or improves your socialmedia usage?
  54. 54. Summarise• Where are we now, and where do we wantto be. Analysis and Setting goalsPlanning and Analysis• Action Plan, How going to achieve this.Big Idea & Campaign• Managing and MeasuringMaking it happen• Evaluate and MeasureEvaluation
  55. 55. Accompanying StrategiesContent Strategy – What is the purpose of your content, what has it to achieve?Marketing Strategy – overall marketing strategy of your organisation, campaign, andobjectivesKeyword Strategy – Keywords that you ideally using in your content, areas you want tooptimiseEditorial Calendar – Plan what your going to say, when and how your going to do that.
  56. 56. Workshop – CaseStudy
  57. 57. Workshop – Case StudyGiven a Case StudyAnalyse and Create Strategy based on whatyou have learnt todayPresent your solutionThings to Consider:What channels are recommended?Target Audience/CustomersInclude ExamplesHow will you measure success?
  58. 58. • Where are we now, and where dowe want to be.Planning andAnalysis• Action Plan, how going to achievethis.Big Idea & Campaign• Managing and MeasuringMaking it happen• Evaluate and MeasureConclusion
  59. 59. Overview
  60. 60. New Developments – 2013 andahead◦ Facebook Developments◦ E-Commerce and Social Media◦ Visual Marketing – Pinterest and Instagram◦ Google+ - Niche Markets◦ Google+ and Verification◦ Mobile and Responsive – Capturing users on mobile
  61. 61. Facebook DevelopmentsGraph Search - https://www.facebook.com/about/graphsearchNew Timeline - https://www.facebook.com/about/timelineNew Homepage/ Newsfeed - https://www.facebook.com/about/newsfeedFacebook’s future is mobile – users on mobile, advertisements on mobileLaunch of the Facebook Phone
  62. 62. Follow UpTo Do:Develop your StrategyCreate clear objectives, targets and KPI’s.Implement – assign responsibilitiesAccompanying Action Plan and EditorialCalendar.Measure and Report.MeasuringSetting up AnalyticsClear Reporting ScheduleReport and Monitor
  63. 63. Rachel Murray - HydrantRachel MurrayRachel.murray@hydrant.co.uk@HydrantRachel0845 862 1111
  64. 64. Question and answerIF YOU HAVE ANY QUESTIONS OR REQUIREANY PRACTICAL ADVICE THEN PLEASE ASK

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