@andrinivo
Social Media for business
Getting started
22 juin 2018, American Center

@andrinivo
Digital/Social media = ...
● Direct contact with the audience
● Instant
● 24/7
● Beyond the borders
● Visuals, multimedia
● measurable
● ...

@andrinivo
Social Media in Madagascar (2018)
● 1,900,000 internet users, ~social media users
●
⬈19 % per year (300,000)
● 81 % via mobile devices
● Top sites : #1 YouTube, #4 Facebook
● 52,000 instagram users
Source : https://www.slideshare.net/wearesocial/digital-in-2018-in-eastern-africa-part-2-south-86865801

@andrinivo
How to get started ?
Exercice
Votre premier business, c’est vous
=> Personnal branding

@andrinivo
Step 1a : Who are you ?
● Brand name, username,
● bio (short ; long)
● Mission & objective
● Thematics & keywords : make a mindmap
● Personnality : voice, tone (serious vs
friendly, …)
● ...

@andrinivo
N.B : Serious doesn’t mean boring

@andrinivo
Step 1b : what internet knows about you ?
● Check all your existing social media account :
does it reflect your brand ?
● List all other social media account using your
identity
● Google your brand name
● ...

@andrinivo
Set 2 : Set your goal
What do you want to do with Social Medias?
Leverage awareness ? Increase sales ?
Get new partners ? Advocacy ?
Engage supporters ?
...

@andrinivo
Step 3a : Choose your weapon ...
Source : https://fredcavazza.net/2018/05/05/panorama-des-medias-sociaux-2018/
Qui est mon audience ?
Local vs international ? 13-17ans vs 35-40ans ?
Homme vs femme ?
De quel type de contenu je dispose ? Quel type
de contenu puis-je produire régulièrement ?
Photos ? Videos ? Link ? Infographie ?
Quels sont mes ressources ?
Humains – Materiels – Financiers
Quels compte(s) garder/supprimer/créer ?
Lister, choisir une mission bien définie pour chaque
réseau choisie

@andrinivo
NASA : 500 social medias accounts !!!!!
●
Source : https://www.nasa.gov/socialmedia

@andrinivo
Tactics
● Owned : How to get results with your own
channels
● Earned : How to get results from another
channels
● Paid : … you will need money !

@andrinivo
Step 4 : Plan & measure (example)
● Objective : You want to get clients for your new
hotel
● SM Objective : (awareness) Drive X mention of
branded hashtag about your new hotel location,
in 3 month
● Tactic [owned] : post 2 tweets/day during 1
month encouraging to use the hashtag
● Tactic [earned] : invite regional social media
influencer in the hotel & document on his account
● Tactic [paid] : social ads, boosted posts, that
already performed organically!!

@andrinivo
Step 4 : Plan & measure (example)
● Objective : You want to get clients for your new
hotel
● SM Objective : (awareness) Drive X mention of
branded hashtag about your new hotel location,
in 3 month
● Tactic [owned] : post 2 tweets/day during 1
month encouraging to use the hashtag
● Tactic [earned] : invite regional social media
influencer in the hotel & document on his account
● Tactic [paid] : social ads, boosted posts, that
already performed organically!!

@andrinivo
Step 5 : Contents & Workflow
● a. Who can provide the contents ?
● b. How will you process ?
Example : from a boring document to a serie of
sexy infographic
● c. Who can publish ?
● Frequency ?

@andrinivo
Tools : Twitter lists & tweetdeck
● Publish &
schedule
● Listen
● Manage
● Collaborate
● Free
tweetdeck.twitter.com

@andrinivo
Tools : Canva
● Design simple visual
posts for social
media
● Infographic
● Free
canva.com

@andrinivo
Tools : Buffer
● Schedule automatically
● Multi-account

@andrinivo
Last step : Measure and start again
Why ?
It is how you transform likes to money !
Don’t publish to get followers, but results
How ?
Did you do what you planned ? Did you get
excpected results ?
Tools ?
Excel, FB insight, Twitter analytics, ...

@andrinivo
Ressources
● Hootsuite Academy
Trends
● Blog du moderateur, techcrunch
● @MattNavara
...Google is your friend

Sitraka ANDRINIVO
@andrinivo