Developing a Social Media Strategy


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Social Media has become an integral tool for businesses in building an audience for your product or service but a common hurdle that is often faced by Marketers and Managers is how to develop and execute a successful social media strategy that generates positive ROI.

In this webinar, we will be looking at the building blocks for creating a strong social media strategy for a B2B and B2C business. We will also go over how to track the ROI of your campaigns and make adjustments based on social analytics.

During this session you will learn:

- How to develop strategic goals for social media
- Which social media tools to use to accomplish these goals
- Executing your campaigns
- Performance management and tracking

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Developing a Social Media Strategy

  1. 1. For audio, it is recommended you dial in A copy of the slides + recording will be available post webinar AUDIO: 1-877-668-4493 Access Code: 662 581 692 Event password: 1234 WebEx Support: 1-866-863-3910 Developing a Social Media Strategy October 4, 2012Presented by: Sandy Sykora, Digital Marketing Strategist
  2. 2. About the SpeakerSandy Sykora, Digital MarketingStrategist• Passionate about digital• Works on social media and digital marketing at Drake• Helps businesses develop digital marketing strategies• Loves travel and experiencing new cultures @sandykora 2
  3. 3. Agenda• Why Does Social Media Matter?• Developing Your Strategy• Review• Q&A
  4. 4. Why Does Social Media Matter?The Nature of Consumerism is Changing:• Digital Technology is changing the way we shop• E-commerce and Social-commerce shorten the purchase cycle• Mobile Apps make it easy for consumers to find what they want when they want it• Gamification is pushing us to compete and spend 4
  5. 5. Why Does Social Media Matter?Communication Channels are Evolving:• 40% of people spend more time socializing online than they do face- to-face• 81% of Facebook users look to receive advice from their friends and family when shopping online• 50% of S/F-Commerce shoppers have made a purchase based on a recommendation on social media• 53% of active adult social networkers follow a brand• 1 Billion Tweets are exchanged every 3 days 5
  6. 6. Developing Your StrategyWhat to Consider:1) The Audit2) The ‘Sell’ – Buy In from the Bosses3) Business Objectives / Benchmarks4) Finding your Audience / ‘Voice’5) Weapons of Choice6) Content strategy7) Performance Management8) Social Media Policy9) Analysis and Adjustments10) Review 6
  7. 7. Developing Your Strategy1) The Audit:You need to understand where you are at and where you need to gobefore creating your strategy• Review of current digital assets• Competitor review• Internal / external resources available• Includes other aspects outside of Social Media – Departmental business objectives Audit 7
  8. 8. Developing Your Strategy 2) The “Sell”Audit Sell 8
  9. 9. Developing Your Strategy2. The „Sell‟ – Buy In from the Bosses:• Know how social media will impact business – Sales, Marketing, Operations, Finance, Legal, HR etc.• Know your numbers• Have KPIs (Key Performance Indicators)• Provide metrics (if your company is on social media) SOCIAL MEDIA BUY-IN GOES BEYOND „LIKES‟ , „FOLLOWS‟, „RE-PINS‟ 9
  10. 10. Developing Your Strategy3. Business Objectives / Benchmarks Social Media Objectives Inbound traffic (leads) Engagement /Awareness Conversions (sales) Employee adoption Customer Support Growth to New Markets Reach Operational objectives Develop KPIs that are communicated to your teams Bench Audit Sell marks 10
  11. 11. Developing Your Strategy4) Finding your Audience / „Voice‟:• Understand your customers• Brand / market research• Determine which social media channels your target market(s) use• Find your brand champions• Develop your communication strategy Bench Audit Sell marks Voice 11
  12. 12. Developing your Strategy Choose Your Weapon BenchAudit Sell marks Voice Weapon 12
  13. 13. Developing your Strategy5. Weapons of Choice:• Determine which social media channels to use – Based on your goals set in Step 3 – Based on where your target audience is from Step 4• B2B business: – Twitter, LinkedIn, Blogs, Video• B2C business: Facebook, Twitter, Pinterest, Instagram, Blog, Video• Global firms need to determine niche social media 13
  14. 14. Developing your Strategy BenchAudit Sell marks Voice Weapon Content 14
  15. 15. Developing Your Strategy6. Content strategy:• How will you communicate with your audience(s)? – Language, Voice, Grammar – Dependent on the social channel you use• Create your content calendar – Consider promotions and special events – Use your research 15
  16. 16. Developing Your Strategy6. Content strategy continued:• Important factors to consider: – Time of posts – Word selection – Message selection – Interactions with others 16
  17. 17. Developing Your Strategy7. Performance Management• KPI management and tracking• Develop reporting process: – Weekly, monthly, quarterly….• Involvement of cross functional teams, departments and agencies Bench Audit Sell marks Voice Weapon Content Manage 17
  18. 18. Developing Your Strategy Develop a Social Media Policy BenchAudit Sell marks Voice Weapon Content Manage Policy 18
  19. 19. Developing Your Strategy8. Develop a Social Media Policy• Policy that promotes best practices of employee social media use• Aids in the success of your social media strategy• Promotes education, learning and development 19
  20. 20. Developing Your Strategy8. Develop a Social Media Policy Continued:Your Policy should cover:• Who the policy applies to• Definition of social media channels• Guidelines for each social media channel• Examples of acceptable vs. unacceptable uses of social media• Implications for misuse 20
  21. 21. Developing Your Strategy Analysis and Adjustments BenchAudit Sell marks Voice Weapon Content Manage Policy Analysis 21
  22. 22. Developing Your Strategy9. Analysis and Adjustments• Review of social analytics, KPIs and overall ROI• Compare to departmental objectives: – Success vs. Failure• Adjustments of metrics and KPIs if necessary• Implementation of changes with relevant teams 22
  23. 23. Developing Your Strategy Process Review BenchAudit Sell marks Voice Weapon Content Manage Policy Analysis Review 23
  24. 24. Developing Your Strategy10. Overview / Review• Social media is changing the way we do business• A good strategy will consider business objectives and;• Have measurables that go beyond Likes, Follows and Re-Pins 24
  25. 25. Upcoming WebinarsRegister at http://drake-webinars.comOctober 18, 12pm EDTFacilitating Positive Growth through e-LearningOctober 23, 12pm EDTImportance of Employer Branding 25
  26. 26. SOCIAL MEDIA Q & AFor additional questions please email:Sandy: 26
  27. 27. Thank You for AttendingFor Questions please contact Sandy Sykora 416-216-1125 27