3 STEPS TO AN EFFECTIVE SOCIAL MEDIA STRATEGY

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​Do you have a social media strategy for your business yet? If you don’t, you could be missing out on game-changing results. ​The businesses that do social media marketing well will see even bigger wins in 2013, as the gap between who “gets it” and who doesn't grows wider by the minute.

​The good news? You don’t need to be everything to everyone anymore !!! ​Chances are your strategy will be more effective if you keep it simple. ​A three-step plan designed to help you develop an effective, streamlined road map for social media success.

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3 STEPS TO AN EFFECTIVE SOCIAL MEDIA STRATEGY

  1. 1. www.hd-cg.com HD 3 STEPS TO AN EFFECTIVE MEDIA STRATEGY 3 Steps to an Effective Social Media Strategy© January 2013 P age |1H D
  2. 2. 3 STEPS TO AN EFFECTIVE MEDIA STRATEGY 3 Steps to an 1. Laser focus: You can create content that resonates instantly. 2. Break barriers: Confront pain points head-on to build trust. Effective Social 3. Language: Increase engagement by being a person your audience relates to. Media Strategy 4. Empathy: The more you listen, the better you can respond to specific needs. 5. Positioning: You can become the go-to source in your niche. Step 1: Assessment b. Define a Guiding Theme Strategy Since you’ve identified your audience, Start with a single question: “Why social the next step is to ask yourself what you media?” The answer will dictate want them to do. everything you do in this first phase. Assessment is to evaluate where you What’s your theme? It’s usually one of are, where you want to go and what the three things: wins will be along the way.  Awareness  Sales a. Put Your Audience First  Loyalty First things first: You need to clarify your Loyalty and awareness can both lead to audience’s needs, wants and challenges sales, of course but stick to just one not to mention where they’re spending overarching goal for your strategy. time online. Use tools like Survey Consistency and simplicity are key here. Monkey or Google Docs to quickly and Now it’s time to get really specific. This inexpensively survey your customers. might be the hardest piece in the Each time I want to learn more about my assessment process, and yet it’s critical audiences behaviors, I create a quick to your success. Ask yourself, what survey and post it on my social networks does my business actually do? What do to go straight to the source. my fans say when they’re happy? What is at the core? The five major benefits of knowing your audience are considerable: Talk it out with your team. Together you can hone in on your “One Thing” the heart and soul of your brand. Your “One© January 2013 P age |2
  3. 3. 3 STEPS TO AN EFFECTIVE MEDIA STRATEGY Thing” will affect every content and d. Put It All in Writing posting decision you make. Don’t wait for an emergency to nail As an example, if Disney = magic and down your communication policies. For Apple = innovation, what do you equal? example, what happens when there are negative comments? How should the Your “One Thing” is the voice of your company’s social sites be used? Are strategy across every network. there guidelines for what fans and followers can post to a company Facebook page? c. Identify Metrics and Monitoring Drill down on the answers in a written How will you measure your strategy’s editorial guide tailored to your business, success? Depending on your theme, the team and goals. A good guide will metrics may change. address: For example:  Who is your team? Who is responsible for what?  If your theme is awareness, you’ll  What’s the point? Identify why want to measure growth, you’re using social media, and engagement, brand awareness, what you want to track. sharability, likes and subscribes.  Where? Identify the networks you  If it’s sales, look at click rates, want to focus on. social e-commerce sales and  When? Be as specific as conversion rates. possible; e.g., blog at 8 am, post  For loyalty, look at engagement, it to Facebook at 10 am. sentiment and influence (Klout  How—identify team tools and and Edge Rank Checker are platforms. Including examples is good sentiment-measuring tools). great, especially when it comes It’s useful to monitor some overall trends to formatting of content. Your too, like mentions of key people at your guide should enable anyone new company, your company name, brand on the team to know what’s going names, product services, competitors on. and industry keywords. And if you’re new to data measurement, take baby steps. Start with a simple free Step 2: Implementation tool like Google Alerts. Next up: execution. The implementation phase is all about zeroing in on the details and day-to-day tasks you and your team are now responsible for.© January 2013 P age |3
  4. 4. 3 STEPS TO AN EFFECTIVE MEDIA STRATEGY a. Create a Content Calendar c. Identify Core Sales Campaigns Now that you have an editorial guide, it’s Visible social media icons and social time to translate policy into concrete plugins are some of the easiest ways to actions preferably on an editorial drive traffic to your social media calendar. The more information and networks. detail you include, the better you can measure effectiveness. Consider: Yes, social media is about relationships first. But the fact is, once you’ve built  What is the theme or essence of solid, genuine relationships online, your content? you’re going to want to use your  Who will create it? influence to grow your business. That  When and where will it be doesn’t mean shoving it down fans’ shared? throats or putting sales above the  How often will you create content relationship. It simply means that you versus share third-party content? can and should promote what you offer  How will you deliver content—as to the people who believe in your eBooks? Blogs? Video? All of the mission. above? Establish an action plan for the core campaigns you’ll use to collect and nurture leads, like: b. Have a Step-by-Step Plan for Promotion and Growth.  Outline promotional policy what is acceptable, and what is not There are literally hundreds of ways to allowed? get your team promoting and sharing on  Identify and implement opt-in the key social media sites you plan to opportunities like a custom use. Here are a few to get you started: welcome tab on your Facebook  Integrate social media on your page. website with plugins and icons.  Determine where to direct leads  Run contests and promotions or for example, will you create an offer rewards. ecommerce platform on  Drive traffic by offering webinars, Facebook with a custom tab, or training programs, interviewing sell only on your site? experts and create blog.  Promote your networks consistently.  Add networks to letterhead, email signatures and business cards.© January 2013 P age |4
  5. 5. 3 STEPS TO AN EFFECTIVE MEDIA STRATEGY Step 3: Monitor, Measure and Here are ideas for some “next steps” to Get Momentum take: After about two months of running your  Facebook ads are a good, brand-new social media strategy, it’s inexpensive way to grow your fan time to hunker down with your team, base, increase engagement and evaluate your progress and fine-tune the collect leads. Try mixing up details. different ad types and destinations.  Run a multi-level contest integrating multiple channels (like a. Schedule an Evaluation Session Facebook, Twitter and YouTube). Don’t put off analyzing your results. Use a promotion, event or reward Schedule your first evaluation meeting that will resonate with your when you start phase one. I recommend audience. Word-of-mouth is a scheduling a meeting about two or three powerful way to leverage months out from your start date. That’s momentum. just enough time to start seeing results  Live Q&As on Facebook, Twitter and identifying weak spots. or Google+ hangouts. Make sure you or your team members Ultimately, everyone’s social media bring numbers and data to the table and strategy will look different—and will get are prepared to discuss them. Metrics, very different results. To be effective, no matter how simplistic, will help you know your business and the metrics that figure out what’s working and what’s matter to you. A consultancy might need not. Include time for brainstorming new just 100 high-quality fans, whereas a ideas, too. company that sells a product might need several thousand to see financial results. b. Take Advantage of the Momentum Now It is Your Turn!!! If you’re seeing traction with your strategy at this first evaluation milestone, consider mixing it up and Does your business have a social media adding some more advanced strategies strategy in place? What tips do you into your plan. You have momentum have for someone putting a strategy building run with it! together for the first time? _______________________________ Leave your questions and comments to: herve@delhumeau.com© January 2013 P age |5
  6. 6. 3 STEPS TO AN EFFECTIVE MEDIA STRATEGY PERSONAL NOTES© January 2013 P age |6

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