DEFINE YOUR OBJECTIVE Without an objective social mediawill pull you inmany directions
CLEAR GOALS & REALISTIC EXPECTATIONS AVOID• Wasted time and money• Embarrassing slip ups• Missed opportunities• Buy in from others
BEGIN BY ASKING... A UNIFIED WHATS YOUR CAN YOU DISTILL PHILOSOPHY THAT OBJECTIVE? YOUR SOCIAL MEDIA GIVES YOU DAILY FOCUS AND IS REVENUE? LEADS? STRATEGY INTO ONE INLINE WITH YOURBRANDING? BUZZ? SENTENCE? BUSINESS GOALS
RESPONSIBILITY• Marketing? PR? Sales? Customer Service?• Making a team or an individual responsible ensures this is “someone’s job” (ie nothing will be achieved if its every-ones job)• Find the RIGHT person for the job
RESPONSIBILITY• Social Media wont be taken seriously in your business unless you make it part of someones job description• Set goals. Ensure they are realistic.• Prove to the CEO/Boss that this is serious business
WHATS IN IT FOR THEM? WHAT’S IN IT FOR YOUR CUSTOMERS?
WHATS IN IT FOR THEM?• Create value• Provide insights into your business• Be human/ Interact/Engage• Incentives• Discounts• Special offers/ Exclusives etc
HOW DO I KNOW ITS WORKING?• Check your metrics• Ifyour objective is to increase sales then you need to consider: trafﬁc/ time on site/ page views/ bounce rate/ repeat visitors/ followers-friends-fans/ social mentions/ share of voice• Check in with your objectives regularly
COMMON MISTAKES Hasty decisions and knee jerk reactions One off approach Focus on the wrong objectives Failing to understand fundamentals and technology Neglected accounts
LACK OF DEFINED OBJECTIVES & MEASUREMENT• Engagement metrics such as site visits, UV’s, Visit frequency, Posts, Tweets, RT’s, followers, mentions, content shares and views etc etc• You know your social media strategy is not working if when someone asks how it’s going - you can’t tell them!• If you’re using social media without breaking down the actions that you use to deﬁne “success” then you are doomed for failure.
CONTENT STRATEGYBuild a wall of contentBe relevant and contextualCreate and deliverContent is required to communicate
10 STEPS TO A SOCIAL MEDIA STRATEGY know your deﬁne your accountable identify inﬂuencers platform audience objectives staff content day to day marketing plan measure listen strategy running
WHERE TO FROM HERE? WHERE TO FROM HERE?Next Steps...Build and maintain momentum (dont waste it)Use social media success to justify bigger spends,more campaigns and deeper integrationExpand your social media portfolio