Social Media Strategy
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The value and fundamental elements of an effective social media strategy.
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Social Media Strategy
- 1. What’s my social media strategy? #AEJUPITERSOCIAL
- 3. Why is social media important?
- 4. #AEJUPITERSOCIAL It’s not about the tools.
- 5. #AEJUPITERSOCIAL SOURCE: Social Media Facts and Statistics You Should Know in 2014: Search Engine Journal Social media has forever changed how we interact with one another.
- 6. #AEJUPITERSOCIAL The impact of social media.
- 7. #AEJUPITERSOCIAL Social media is not something you “do”. It must be strategically integrated to your business.
- 10. Strategy: The foundation to succeed TARGETGOALS VALUE ANALYTICS #AEJUPITERSOCIAL APPROACH
- 11. Goals: What do you want to accomplish? #AEJUPITERSOCIAL AWARENESS LOYALTY SALES FOCUS ON ONE GOAL AT A TIME AND TIE TO THE STATE OF THE BUSINESS.
- 12. Target: Who do you want to reach? #AEJUPITERSOCIAL AGE GENDER FAVORITE PLATFORMS INTERESTS WHAT ELSE ARE YOUR CUSTOMERS TALKING ABOUT?
- 13. Value: What makes you awesome? #AEJUPITERSOCIAL ORIGIN STORY UNIQUE NEED COMPETITORS “WHAT ARE YOU ABOUT OTHER THAN MAKING MONEY?”
- 14. Approach: How are you going to do this? #AEJUPITERSOCIAL PILLARS CONTENT PLATFORMS MESSAGE OUTREACH FOCUS ON THE BEST PLATFORMS FOR YOU. YOU DON’T HAVE TO BE ON EVERYTHING!
- 15. Analytics: How will you know you succeeded? #AEJUPITERSOCIAL REACH ENGAGEMENT CONVERSATION TRAFFIC PURCHASES EVERY WEEK: ONE LESSON OR OPPORTUNITY YOU CAN APPLY
- 16. How does the social media strategy come to life?
- 17. You are constantly * improving your content * engaging more authentically * driving more of the actions you want #AEJUPITERSOCIAL
- 18. #AEJUPITERSOCIAL SHARE AND ENGAGE CREATE CONTENT LISTEN AND MEASURE OPTIMIZE Social Media Process
- 19. What are some helpful tools? #AEJUPITERSOCIAL
- 20. #AEJUPITERSOCIAL YOUR COMPETITION IS ALREADY ON SOCIAL MEDIA THE SOONER YOU START, THE SOONER YOU CAN REAP THE REWARDS A SIMPLE FIRST STEP? A SOCIAL MEDIA AUDIT #AEJUPITERSOCIAL
- 21. Step 1: The Jupiter Review #AEJUPITERSOCIAL • What you’re doing well • What you could improve • What your competitors are doing • Where you stand relative to them • Opportunities for you, short and long term (hidden gems!) You receive a personalized report with actionable and clear next steps.
- 22. You got this. #AEJUPITERSOCIAL Facebook.com/ thejupitercircle @jupitercircle @thejupitercircle
Editor's Notes
- Thank you everyone for coming. We’re very excited to have you here. Thanks to the Arts and Entertainment District for organizing this event with us and Filling Station Lofts for hosting us. Special props to Alaska Coffee Roasting for the delicious treats and caffeine we so desperately need early in the morning. We are The Jupiter Circle. This is the first in a series of workshops we’ll be hosting on a monthly basis right here at Filling Station Lofts. Today’s workshop is an overview of what goes into a social media strategy. Upcoming workshops will dig much deeper into other topics including design, content, and analytics. Please make sure you’ve signed in and we’ll send you a toolkit summary of our conversation today, and some extra surprises.
- We have a lot to cover today, and we’d like to quickly introduce ourselves. I know many people in the room, but I’m Gaby. I’ve had a chance to work in digital agencies in both NYC and Miami. These are a few of the brands where I’ve led social media strategy. Tiffany was absolutely a favorite; and some organizations I’m involved with like the New Leaders Council. And some things I’m into – drag queens, interior design and creating community in Miami.
- Before we get into what really goes into strategy, we’d like to take a pulse of the room. How many people here are currently or have in the past managed social media platforms for a brand? There are still a lot of misconceptions around what social media is all about and what you can do with social media – so before we dive into strategy, let’s get on the same page with what social media is all about.
- First thing to understand is that it’s not about tools. There are many, many platforms out there. They change, although some stick around and they serve us in different ways and for different purposes. This is not where the focus should be.
- A few statistics that you may find surprising: For every hour online, users in the U.S. spend 16 minutes on social media 47% of Americans say FB is their number one influencer of purchases – up from 24% in only 2011 70% of marketers have used FB to gain new customers and 71% of users are using mobile devices to access social media.
- Finally, we wanted to make sure that we are changing our lingo. We hear a lot of people talking about “doing” social media. But we have to reframe the way we think about these tools and what we’re trying to accomplish. Social is an incredibly powerful platform that allows us to connect with our customers and bring on all stakeholders in the experience of the value that we’re offering. And the way to get the most of social media is by integrating it not only to all of your marketing but to many aspects of your business.
- Now we know many in the room have managed social media platforms in the past or you may be thinking of launching a social media presence. The question that troubles many people is how do I start? And even if you have already started a presence, this exercise is still valid to regroup and think about what you are trying to accomplish and what you’ve learned. This way you can start looking at your day to day work from a more strategic standpoint
- So. Strategic. Strategy. Those are words that often leave you like “What?” What does it really mean? And to top it off there is A LOT of jargon out there. There are sites, like WTF… that directly poke fun at this. It’s a strategy generator website. Everytime you hit refresh it will show you a new set of jumbled jargon words. We’re here today to demystify the word strategy. Because all it really means is being purposeful about what you’re trying to accomplish and making sure you’ve considered all elements and have the best plan in place to execute your vision.
- The strategy really is the foundation of the work. Rather than starting to post random things, it’s about really understanding why you’re doing this, who you’re trying to reach, where are you going to do it and how are you going to do it in a way that is engaging for your audience and always true to who you are and the value that you are providing. You will need to define:
- Goals: EXAMPLE: National furniture chain. Huge issues with customer service and they were all being reflected online. We needed to use social to address these issues openly and change the tone. GOAL: IMPACT ENGAGEMENT – BRING POSITIVE VOICES into the mix. Result: People who were mad, where greatest advocates once we addressed issues openly and promptly.
- Target: EXAMPLE: Helps to define who your primary brand advocates will be. Who will be most psyched about you and get THEM energized. Food brand for U.S. Hispanic moms. Very specific. We didn’t worry about anyone else, and sought out opportunities like partnership with Being Latino. Or abandoning some platforms for more popular ones – Instagram – because we heard our fans talking about it.
- Value: EXAMPLE: Huge. Bank who was founded after 2008 on the very principle of being open and straightforward at a time when no one trusted banks. It was a philosophy that played beautifully into exactly what the internet it about – openness and transparency and clarity. We used that to feed every element of our content, our engagement. – All of it. We were very clear who we were and what we were about, and we were coming from a genuine place. If other banks at the time had tried that rhetoric they would’ve been eaten alive. It worked because it was authentic and real.
- Approach: Now that you’ve established the biggies, how are you going to do this? You need to draft a content strategy that speaks true to you and will also stand out in the newsfeeds of your customers. When you land on the right insights about who you are that makes you special, I call that the magic moment. And truly, it feels like ideas just POUR out of you after you have that nugget of information. Have your approach be guided by your value and you can’t go wrong. EXAMPLE: I worked at PPFA and we understood that there were people that were politically active and some that were interested in health information. After a while difficult but logical decision of creating separate platforms.
- Analytics: EXAMPLE: Launching a brand in Latin America. We were very constrained by the global headquarters of the organization. There was a big campaign coming up and they wanted to go a different direction that the tailored approach we proposed. We made our case but said fine. After two weeks, the campaign was completely falling flat. The Analytics were unquestionable. We came back, and were given the green light to move forward with our approach. Numbers are powerful and they tell an incredibly valuable story about how the work is being received and how you can optimize it.
- NOW, you have a plan in place. And you even know how you will measure its success. But how do you implement it?
- Something that I find comforting about social media is that you’re not tied in any one direction too much. It is by its nature constantly evolving and changing, and you should with it. You should be constantly improving your practices.
- Because the process for social is very much a cycle.
- We want to let you guys in on some of our absolute favorite tools to manage social media platforms. And according to Social Media Examiner, 97% of marketers are currently participating in social media—but 85% of participants aren’t sure what social media tools are the best to use.
- We’ll leave you with a quote…
- We’ll look at what you’re doing well with your social media, what needs improvement, and where you stand among your competitors. We’ll highlight key areas of opportunity and focus.
- Thank you for coming! Any questions?