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How to Build a
Social Media Plan
WEBINAR:
Speaker
Join the conversation using #HootEssentials
Roger Graham
Director, Growth & Marketing
Hootsuite, Asia Pacific
@therogergraham
Following along
Ask questions here
in the GoToWebinar
Control Panel
Following along
We will email you this table after the webinar.TIP
Look for tips!
The most widely used platform to manage social
media, loved by over 10 million people around the
globe and trusted by 800+ of the Fortune 1000.
What does Hootsuite help you do?
Find New Customers
Find new leads and
expand your customer
base by monitoring
online conversations.
Market Better
Run targeted marketing
campaigns with social reach.
Build Brand Awareness
Expand your brand’s social
presence by publishing
content & engaging across
multiple social channels.
Who uses Hootsuite?
Agenda
Why you need a social media plan
4 Steps to a Social Media Plan
Access to tips & resources
Q&A
Tweet your questions with #HootEssentialsTIP
“Social media is not only more cost-efficient
than advertising, but it also offers great
opportunities for innovative engagement
with your customers.”
Richard Branson
Social is the New Front Door
It’s where your customers learn, seek, discover and decide
In Person Website Social
Think marketing, think social Media
Image Source- Weplay
Traditional Channels Social Channels
A social media plan outlines your
goals, strategies and action plan to
ensure your time has tangible benefits
to your brand or business.
The 4-Step Plan
optimize
Audit Develop Engage Measure
Assess your social
media presence
Identify gaps
Set profiles
Set your goals
Select social networks
Build content plan
Setup workflow and
processes involved
Publish & Share!
Identify metrics
Use tools to measure
progress
Audit Develop Engage Measure
The 4-Step Plan
Audit
Step 1:
Audit Your Social Media
Social media audit template
MeasureEngageDevelopAudit
We’ll email this toolkit after the webinar!TIP
Step 1: Find all of the social profiles
you have and who runs them.
Address any content issues.
Step 2: Use Google to find anyone
using your brand.
Step 3: Determine what social
networks you want to focus on.
Business Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
Social Goals
Reach
Comments, Inbound Links
Shares, Retweets
Form Fills
Online Purchase
MeasureEngageDevelopAudit
Align Goals
Set SMART goals
● Make your goals are SMART: specific,
measurable, attainable, relevant and
time based
● Avoid goals that only focus on vanity
metrics like Likes and Followers
● Align goals with department and overall
business goals
MeasureEngageDevelopAudit
Four key points before selecting your social
network profiles:
● Understand your target audience (age, location, lifestyle)
● Ensure you know how social fits into your marketing program
● Understand your tone & brand
DevelopAudit
Select the right social networks
MeasureEngage
DevelopAudit
Select the right social networks
MeasureEngage
We’ll email this table after the webinar!
Also, check out wearesocial.com for 2015 reports on the use of social media in every country.
TIP
DevelopAudit
Select the right social networks
MeasureEngage
Look at how competition or aspirational brands use social networks to engage.TIP
● Listen to your followers and industry chatter to get
inspiration from industry leaders, competitors,
clients
● Look back at the best performing content
● Gain feedback internally from other departments
and from customers via a survey
MeasureEngageDevelopAudit
Learn from leaders
Every social profile must have:
● Bio / Description
○ Insert link to website
○ Contact information
● Image
○ Profile Picture, Cover Photo
○ High resolution
○ Maximum fit & dimension
● Insert SEO description of your business in profile
How to improve your profile?
DevelopAudit MeasureEngage
Profile Tips & Examples
DevelopAudit MeasureEngage
DevelopAudit MeasureEngage
● Branded Cover Image
● Link to Bio
● Says what content will be shared.
● “Official” account
● Link to main website
DevelopAudit MeasureEngage
Great example of branded lifestyle cover photo with tagline
DevelopAudit MeasureEngage
● Hashtags
● Strong imagery
● “Official”
account
Develop
Step 2:
Develop Game Plan
Steps to take:
1. Identify the right content for your brand
2. Create a content calendar
3. Publishing content efficiently
Develop content strategy
DevelopAudit MeasureEngage
How to decide on content to post
DevelopAudit MeasureEngage
What is your brand positioning and tone of voice?
What issues are important to your brand?
How do external parties refer to your brand, such as the media, industry experts, etc?
What is your community interested in when they aren’t talking about your brand or directly
to you?
Historical performance: What content has worked and what hasn’t?
Search behavior: What do people search for when they are looking for your brand’s
products and services?
Share Industry/Lifestyle News
Promote your products
Converse with customers
Balance Your Message:
Content strategy - Rule of thirds
DevelopAudit MeasureEngage
Creating content calendar
● Decide on dates, time, author, audience and social network
● Develop content topics
● Create ‘call-to-action’ in post
● Allocate content to different types of posts (example below)
○ 50% of content links back to blog
○ 25% curated from another source
○ 20% drives content related to your business
○ 5% is related to HR and company culture
DevelopAudit MeasureEngage
Theme strategy example: Restaurant
DevelopAudit MeasureEngage
Monday:
Weekend Highlights
Tuesday:
Lifehack Tip
Thursday:
Recipe
Wednesday:
Feature of the Week
Friday:
Weekend Buzz
M T W T F
DevelopAudit MeasureEngage
Creating content calendar
Engage
Download our mobile app for anywhere access!TIP
Step 2:
Driving Engagement
What is Engagement?
It simply means responding to your
target market in a way that evokes
a response.
Use keywords to listen to the market and offer input, ideas or content.TIP
● Manage all your social
content in one place & share
with teams
● Schedule your content daily
● Schedule pre-event posts
Publish content efficiently
DevelopAudit MeasureEngage
Set aside 15-30min a day to find an post valuable content.
Use Suggestions, a Hootsuite feature.
TIP
● Use images and video
● Use ads to reach a target audience - ie “lookalike audiences’
● Short text posts - favored by Facebook’s algorithm
● Clear call-to-action (CTA)
DevelopAudit MeasureEngage
Using Facebook effectively:
2 posts per day is optimal for audience engagement.TIP
Clear call to
action and
short text
DevelopAudit MeasureEngage
Facebook Post Examples
custom
#hashtag
DevelopAudit MeasureEngage
Twitter
Keep posts at least 20
characters under the 140
limit to allow for retweets
and comments.
TIP
Pictures result in 35%
more retweets.
Use them!
TIP
DevelopAudit MeasureEngage
Twitter
DevelopAudit MeasureEngage
LinkedIn
Tagging companies or
people that you are
connected adds
authority to your posts.
Just make sure they are
related to the topic!
TIP
Engage your audience
by asking relevant
questions.
TIP
LinkedIn
DevelopAudit MeasureEngage
DevelopAudit MeasureEngage
Google+
Sharing “How To”
content has shown to
perform very well.
TIP
Started using a hashtag
for a campaign - keeps
everyone tuned into
campaign.
TIP
DevelopAudit MeasureEngage
Increase Engagement on Google+
Measure
Step 4:
Measure Results
& Improve
Identify right metrics to measure
Social Goals
Reach
Comments, Inbound Links
Shares, Retweets
Form Fills
Online Purchase
Metrics
Total Impressions
Mentions
Reshare, Retweets
Volume
Conversions
DevelopAudit MeasureEngage
Business Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
Identify right metrics to measure
Social Goals
Reach
Comments, Inbound Links
Shares, Retweets
Form Fills
Online Purchase
Metrics
Total Impressions
Mentions
Reshare, Retweets
Volume
Conversions
DevelopAudit MeasureEngage
Business Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
How to measure?
1. Select social media analytics tools, such as Google Analytics & Hootsuite
Analytics.
2. Use a URL shortener like Ow.ly that can track who is clicking on your
content and from what region/geo.
3. Create a custom report and determine how frequently you will review
social media metrics (weekly or monthly, for example).
THEN: Optimize your strategy based on the insight you’ve gained from the
data you’re tracking.
DevelopAudit MeasureEngage
What to measure?
DevelopAudit MeasureEngage
● Best performing posts
● Engagement
● Traffic
Refine Your Strategy
● What worked well and resonated with your
audience?
● What didn’t work well?
● What learnings have you taken away?
● How can you refine goals for the next period or
quarter?
Summary
Assess your social
media presence
Identify gaps
Set profiles
Set your goals
Select social networks
Build content plan
Setup workflow and
processes involved
Publish & Share!
Identify metrics
Use tools to measure
progress
Audit Develop Engage Measure
We will email you these
resources too!
1. Social Media Strategy Guide http://ow.
ly/XP6rR
2. Social Media Strategy Template http://ow.
ly/XP6uV
3. 6 Social Media Templates to Save
you Hours of Work
http://ow.ly/XP6zm
Q&A
Send questions via Twitter using #HootEssentials
Ask questions here
in the GoToWebinar window
OR
Try it Now - Free!

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Webinar: How to a Build A Social Media Plan

  • 1. Join the conversation using #HootEssentials How to Build a Social Media Plan WEBINAR:
  • 2. Speaker Join the conversation using #HootEssentials Roger Graham Director, Growth & Marketing Hootsuite, Asia Pacific @therogergraham
  • 3. Following along Ask questions here in the GoToWebinar Control Panel
  • 4. Following along We will email you this table after the webinar.TIP Look for tips!
  • 5. The most widely used platform to manage social media, loved by over 10 million people around the globe and trusted by 800+ of the Fortune 1000.
  • 6. What does Hootsuite help you do? Find New Customers Find new leads and expand your customer base by monitoring online conversations. Market Better Run targeted marketing campaigns with social reach. Build Brand Awareness Expand your brand’s social presence by publishing content & engaging across multiple social channels.
  • 8. Agenda Why you need a social media plan 4 Steps to a Social Media Plan Access to tips & resources Q&A Tweet your questions with #HootEssentialsTIP
  • 9. “Social media is not only more cost-efficient than advertising, but it also offers great opportunities for innovative engagement with your customers.” Richard Branson
  • 10. Social is the New Front Door It’s where your customers learn, seek, discover and decide In Person Website Social
  • 11. Think marketing, think social Media Image Source- Weplay Traditional Channels Social Channels
  • 12. A social media plan outlines your goals, strategies and action plan to ensure your time has tangible benefits to your brand or business.
  • 13. The 4-Step Plan optimize Audit Develop Engage Measure
  • 14. Assess your social media presence Identify gaps Set profiles Set your goals Select social networks Build content plan Setup workflow and processes involved Publish & Share! Identify metrics Use tools to measure progress Audit Develop Engage Measure The 4-Step Plan
  • 15. Audit Step 1: Audit Your Social Media
  • 16. Social media audit template MeasureEngageDevelopAudit We’ll email this toolkit after the webinar!TIP Step 1: Find all of the social profiles you have and who runs them. Address any content issues. Step 2: Use Google to find anyone using your brand. Step 3: Determine what social networks you want to focus on.
  • 17. Business Goals Brand Awareness Thought Leadership Word of Mouth Leads Sales Social Goals Reach Comments, Inbound Links Shares, Retweets Form Fills Online Purchase MeasureEngageDevelopAudit Align Goals
  • 18. Set SMART goals ● Make your goals are SMART: specific, measurable, attainable, relevant and time based ● Avoid goals that only focus on vanity metrics like Likes and Followers ● Align goals with department and overall business goals MeasureEngageDevelopAudit
  • 19. Four key points before selecting your social network profiles: ● Understand your target audience (age, location, lifestyle) ● Ensure you know how social fits into your marketing program ● Understand your tone & brand DevelopAudit Select the right social networks MeasureEngage
  • 20. DevelopAudit Select the right social networks MeasureEngage We’ll email this table after the webinar! Also, check out wearesocial.com for 2015 reports on the use of social media in every country. TIP
  • 21. DevelopAudit Select the right social networks MeasureEngage Look at how competition or aspirational brands use social networks to engage.TIP
  • 22. ● Listen to your followers and industry chatter to get inspiration from industry leaders, competitors, clients ● Look back at the best performing content ● Gain feedback internally from other departments and from customers via a survey MeasureEngageDevelopAudit Learn from leaders
  • 23. Every social profile must have: ● Bio / Description ○ Insert link to website ○ Contact information ● Image ○ Profile Picture, Cover Photo ○ High resolution ○ Maximum fit & dimension ● Insert SEO description of your business in profile How to improve your profile? DevelopAudit MeasureEngage
  • 24. Profile Tips & Examples DevelopAudit MeasureEngage
  • 25. DevelopAudit MeasureEngage ● Branded Cover Image ● Link to Bio ● Says what content will be shared. ● “Official” account ● Link to main website
  • 26. DevelopAudit MeasureEngage Great example of branded lifestyle cover photo with tagline
  • 27. DevelopAudit MeasureEngage ● Hashtags ● Strong imagery ● “Official” account
  • 29. Steps to take: 1. Identify the right content for your brand 2. Create a content calendar 3. Publishing content efficiently Develop content strategy DevelopAudit MeasureEngage
  • 30. How to decide on content to post DevelopAudit MeasureEngage What is your brand positioning and tone of voice? What issues are important to your brand? How do external parties refer to your brand, such as the media, industry experts, etc? What is your community interested in when they aren’t talking about your brand or directly to you? Historical performance: What content has worked and what hasn’t? Search behavior: What do people search for when they are looking for your brand’s products and services?
  • 31. Share Industry/Lifestyle News Promote your products Converse with customers Balance Your Message: Content strategy - Rule of thirds DevelopAudit MeasureEngage
  • 32. Creating content calendar ● Decide on dates, time, author, audience and social network ● Develop content topics ● Create ‘call-to-action’ in post ● Allocate content to different types of posts (example below) ○ 50% of content links back to blog ○ 25% curated from another source ○ 20% drives content related to your business ○ 5% is related to HR and company culture DevelopAudit MeasureEngage
  • 33. Theme strategy example: Restaurant DevelopAudit MeasureEngage Monday: Weekend Highlights Tuesday: Lifehack Tip Thursday: Recipe Wednesday: Feature of the Week Friday: Weekend Buzz M T W T F
  • 35. Engage Download our mobile app for anywhere access!TIP Step 2: Driving Engagement
  • 36. What is Engagement? It simply means responding to your target market in a way that evokes a response. Use keywords to listen to the market and offer input, ideas or content.TIP
  • 37. ● Manage all your social content in one place & share with teams ● Schedule your content daily ● Schedule pre-event posts Publish content efficiently DevelopAudit MeasureEngage Set aside 15-30min a day to find an post valuable content. Use Suggestions, a Hootsuite feature. TIP
  • 38. ● Use images and video ● Use ads to reach a target audience - ie “lookalike audiences’ ● Short text posts - favored by Facebook’s algorithm ● Clear call-to-action (CTA) DevelopAudit MeasureEngage Using Facebook effectively: 2 posts per day is optimal for audience engagement.TIP
  • 39. Clear call to action and short text DevelopAudit MeasureEngage Facebook Post Examples custom #hashtag
  • 40. DevelopAudit MeasureEngage Twitter Keep posts at least 20 characters under the 140 limit to allow for retweets and comments. TIP
  • 41. Pictures result in 35% more retweets. Use them! TIP DevelopAudit MeasureEngage Twitter
  • 42. DevelopAudit MeasureEngage LinkedIn Tagging companies or people that you are connected adds authority to your posts. Just make sure they are related to the topic! TIP
  • 43. Engage your audience by asking relevant questions. TIP LinkedIn DevelopAudit MeasureEngage
  • 44. DevelopAudit MeasureEngage Google+ Sharing “How To” content has shown to perform very well. TIP
  • 45. Started using a hashtag for a campaign - keeps everyone tuned into campaign. TIP DevelopAudit MeasureEngage Increase Engagement on Google+
  • 47. Identify right metrics to measure Social Goals Reach Comments, Inbound Links Shares, Retweets Form Fills Online Purchase Metrics Total Impressions Mentions Reshare, Retweets Volume Conversions DevelopAudit MeasureEngage Business Goals Brand Awareness Thought Leadership Word of Mouth Leads Sales
  • 48. Identify right metrics to measure Social Goals Reach Comments, Inbound Links Shares, Retweets Form Fills Online Purchase Metrics Total Impressions Mentions Reshare, Retweets Volume Conversions DevelopAudit MeasureEngage Business Goals Brand Awareness Thought Leadership Word of Mouth Leads Sales
  • 49. How to measure? 1. Select social media analytics tools, such as Google Analytics & Hootsuite Analytics. 2. Use a URL shortener like Ow.ly that can track who is clicking on your content and from what region/geo. 3. Create a custom report and determine how frequently you will review social media metrics (weekly or monthly, for example). THEN: Optimize your strategy based on the insight you’ve gained from the data you’re tracking. DevelopAudit MeasureEngage
  • 50. What to measure? DevelopAudit MeasureEngage ● Best performing posts ● Engagement ● Traffic
  • 51. Refine Your Strategy ● What worked well and resonated with your audience? ● What didn’t work well? ● What learnings have you taken away? ● How can you refine goals for the next period or quarter?
  • 52. Summary Assess your social media presence Identify gaps Set profiles Set your goals Select social networks Build content plan Setup workflow and processes involved Publish & Share! Identify metrics Use tools to measure progress Audit Develop Engage Measure
  • 53. We will email you these resources too! 1. Social Media Strategy Guide http://ow. ly/XP6rR 2. Social Media Strategy Template http://ow. ly/XP6uV 3. 6 Social Media Templates to Save you Hours of Work http://ow.ly/XP6zm
  • 54. Q&A Send questions via Twitter using #HootEssentials Ask questions here in the GoToWebinar window OR
  • 55. Try it Now - Free!