Building Your Social Media Strategy


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Lecture 2 for UCF BA (Hons) Advertising - introducing process for creating a social media strategy

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  • Definition of Social Media Brief description and examples of each.
  • Building Your Social Media Strategy

    1. 1. BA (Hons) Advertising Building a Social Media Strategy
    2. 2. What is Social Media??
    3. 3. “ The host of online technologies and platforms that allow users share resources and media content whilst communicating with their peers and connect with others” “ Social media are primarily Internet-based tools for sharing and discussing information among human beings.”
    4. 4. “ Social media are primarily Internet & Mobile based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio.”
    5. 5. Social Media And The Sales Funnel <ul><li>Attention – gain attention by building awareness </li></ul><ul><li>Interest – demonstrate the benefits of your product </li></ul><ul><li>Desire – create & foster desire for your product </li></ul><ul><li>Action – customer completes purchase </li></ul><ul><li>Advocacy – satisfied customers will become your greatest brand advocates </li></ul>
    6. 6. My Approach To Social Media <ul><li>I believe social media is all about: </li></ul><ul><ul><li>Utilising another communication channel that can be used to support and </li></ul></ul><ul><ul><li>enhance both online and offline marketing activity </li></ul></ul><ul><ul><li>Building lasting connections with your customers, key influencers and potential </li></ul></ul><ul><ul><li>partners with an emphasis on quality and longevity </li></ul></ul><ul><ul><li>Adding value to your community by creating engaging and useful brand focused </li></ul></ul><ul><ul><li>content so you are seen as an expert in your field </li></ul></ul><ul><ul><li>Establishing an active communication channel between brands and consumers </li></ul></ul><ul><ul><li>Giving your brand a personality and presence – people like people! </li></ul></ul>
    7. 7. What I Don’t Believe In <ul><li>I don’t believe that social media is about: </li></ul><ul><ul><li>Driving large amounts of </li></ul></ul><ul><ul><li>traffic to your site instantly </li></ul></ul><ul><ul><li>and boosting your revenue by </li></ul></ul><ul><ul><li>300% in the first three months </li></ul></ul><ul><ul><li>Having 10,000 followers on </li></ul></ul><ul><ul><li>Twitter and Facebook </li></ul></ul><ul><ul><li>Broadcasting self promotional </li></ul></ul><ul><ul><li>messages about yourself and </li></ul></ul><ul><ul><li>your brand </li></ul></ul>
    8. 8. Remember…. Social Media is about conversations and connections
    9. 9. Social Media Strategy Process <ul><li>Initial Listening and Research </li></ul><ul><li>Define Aims and Objectives </li></ul><ul><li>Identify Available Resources </li></ul><ul><li>Create Social Media and Content Strategy </li></ul><ul><li>Decide On Social Media Mix </li></ul><ul><li>6. Ongoing Monitoring </li></ul>
    10. 10. Forrester POST Method
    11. 11. Initial Listening & Research
    12. 12. Always LISTEN first Listen – Research - Identify
    13. 13. Listen… <ul><li>All social media activity should start with listening </li></ul><ul><li>What should we listen to? </li></ul><ul><ul><li>Brand Conversations </li></ul></ul><ul><ul><li>Product Conversations </li></ul></ul><ul><ul><li>Industry Conversations </li></ul></ul><ul><ul><li>Competitor Conversations </li></ul></ul>
    14. 14. How do we listen? <ul><li>Social Media Monitoring </li></ul><ul><li>Twitter Search </li></ul><ul><li>Google Alerts </li></ul><ul><li>Google Reader </li></ul>
    15. 15. Research <ul><li>Business Profiling </li></ul><ul><li>Competitor Analysis </li></ul><ul><li>Customer Profiling </li></ul><ul><li>Industry Landscape </li></ul>It is this research that will inform the development of your social media strategy
    16. 16. Research – Business Profiling <ul><li>Website Audit </li></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Performance </li></ul></ul><ul><ul><li>Conversion Rate and Sales </li></ul></ul><ul><li>Marketing Activity Audit </li></ul><ul><ul><li>Advertising (Print, Radio & TV) </li></ul></ul><ul><ul><li>SEO and PPC </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Direct Advertising </li></ul></ul><ul><li>Social Media Audit </li></ul><ul><ul><li>Social Media Accounts </li></ul></ul><ul><ul><li>Social Media Strategy </li></ul></ul><ul><ul><li>Social Media Activity </li></ul></ul><ul><ul><li>Community Engagement </li></ul></ul><ul><ul><li>Investment of Resources </li></ul></ul><ul><ul><li>Social Media Management </li></ul></ul>
    17. 17. Research – Competitor Analysis <ul><li>Research online and offline competitors then assess: </li></ul><ul><ul><li>Existing Social Media Accounts </li></ul></ul><ul><ul><li>Social Media Strategy and Activity </li></ul></ul><ul><ul><li>Community Engagement </li></ul></ul><ul><ul><li>Social Media Integration </li></ul></ul><ul><ul><li>and Promotion </li></ul></ul>
    18. 18. Research – Customer Profiling <ul><li>Customer profiling should be broken down into: </li></ul><ul><ul><li>Demographic Profiling </li></ul></ul><ul><ul><li>Technographic Profiling </li></ul></ul>
    19. 19. Research – Demographic Profiling <ul><li>Assess your target customers demographic profile </li></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Geographic Location </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Profession </li></ul></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Media Consumption </li></ul></ul>Use ACORN profiling to guide this
    20. 20. Research - Technographic Profiling Forrester Technographic Profiling Tool A consumers technographic profile indicates their level of interaction and participation online – useful profiling tool
    21. 21. Identify <ul><li>Look at WHO you should be connecting with via social media </li></ul><ul><li>channels </li></ul><ul><ul><ul><li>Customers </li></ul></ul></ul><ul><ul><ul><li>Key Influencers </li></ul></ul></ul><ul><ul><ul><li>Online PR Targets </li></ul></ul></ul><ul><ul><ul><li>Industry Communities </li></ul></ul></ul><ul><ul><ul><li>Partners </li></ul></ul></ul>
    22. 22. Who Should You Be Connecting With?
    23. 23. Define Aims and Objectives
    24. 24. <ul><li>Social Media can be used for more </li></ul><ul><li>than just: </li></ul><ul><ul><li>Raising Brand Awareness </li></ul></ul><ul><ul><li>Driving Website Traffic </li></ul></ul>
    25. 25. Other Aims and Objectives <ul><li>Provide Customer Service </li></ul><ul><li>Build Brand Communities </li></ul><ul><li>Aid Market Research </li></ul><ul><li>Inform Product Development </li></ul><ul><li>Streamline Internal Processes </li></ul><ul><li>Support PR & SEO activity </li></ul><ul><li>Generate Customer Reviews </li></ul>
    26. 26. Customer Service Case Study
    27. 27. Product Development Case Study
    28. 28. Brand Community Case Study
    29. 29. Assessing Available Time & Resources
    30. 30. Available Time and Resources <ul><li>Need to assess available: </li></ul><ul><ul><ul><li>Time </li></ul></ul></ul><ul><ul><ul><li>Resources </li></ul></ul></ul><ul><ul><ul><li>Budget </li></ul></ul></ul><ul><ul><ul><li>In House Skills </li></ul></ul></ul>
    31. 31. But just remember… <ul><li>Facebook Account – FREE </li></ul><ul><li>Twitter Account – FREE </li></ul><ul><li>Time Investment – NOT FREE </li></ul><ul><li>PLUS – all this costs money: </li></ul><ul><li>Content Producers </li></ul><ul><li>Website Developers </li></ul><ul><li>Social Media Management & Monitoring </li></ul>
    32. 32. Ongoing Social Media Activity <ul><li>Leading on from your initial social media strategy, ongoing activity is needed to maintain and grow your online visibility </li></ul><ul><ul><ul><li>Account Moderation </li></ul></ul></ul><ul><ul><ul><li>Account Promotion </li></ul></ul></ul><ul><ul><ul><li>Content Creation </li></ul></ul></ul><ul><ul><ul><li>Content Placement </li></ul></ul></ul><ul><ul><ul><li>Ongoing Promotions </li></ul></ul></ul><ul><ul><ul><li>Campaign Monitoring </li></ul></ul></ul>
    33. 33. Create Social Media & Content Strategy
    34. 35. HOW are we going to achieve our aims and objectives?
    35. 36. <ul><li>You need to form strategies to: </li></ul><ul><ul><li>Achieve specific aims and objectives </li></ul></ul><ul><ul><li>Reach different customer sectors and online targets </li></ul></ul><ul><ul><li>Promote your social media accounts </li></ul></ul><ul><ul><li>Establish your tone of voice and messaging </li></ul></ul><ul><ul><li>Create interesting and engaging content </li></ul></ul><ul><ul><li>Specific platform strategies </li></ul></ul><ul><ul><li>Effectively manage your social media accounts & community </li></ul></ul><ul><ul><li>Measure and monitor your activity </li></ul></ul>
    36. 37. Always ask yourself… WHY am I doing this?
    37. 38. Define Social Media Mix
    38. 39. Define Social Media Mix <ul><li>Blogs </li></ul><ul><li>Social Networks </li></ul><ul><li>Micro Blogging </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Social Reviews </li></ul><ul><li>Forums </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Content Sharing: </li></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Documents </li></ul></ul><ul><ul><li>Presentations </li></ul></ul>
    39. 40. Draw on your research and strategy Always ask WHY?
    40. 41.
    41. 42. Ongoing Monitoring
    42. 43. Return on Investment ROI
    43. 46. Campaign Monitoring <ul><li>Delivering ROI in the form of quantifiable data is the hardest yet most important aspect of social media marketing – a few example metrics could be: </li></ul><ul><li>Brand Awareness Metrics </li></ul><ul><li>% increase in brand-related keyphrases </li></ul><ul><li>% increase in brand search volumes </li></ul><ul><li>% of sales from brand related keyphrases </li></ul><ul><li>Number of brand mentions vs key competitors </li></ul><ul><li>Engagement Metrics </li></ul><ul><li>Number of blog comments, Facebook and Twitter interactions </li></ul><ul><li>Content Metrics </li></ul><ul><li>Content performance tracking – content clicks, views, shares and reach </li></ul>
    44. 47. Campaign Monitoring Tools
    45. 48. And don’t forget… This is a circular process
    46. 50. Social Media Module on SlideShare
    47. 51. Clemi Hardie [email_address] @clemihardie