Building a social media plan is vital for every business to achieve success. Our social media coach has created this 4 steps to achieve success in social media. ---------------------------------------------------------------------------- Not a Hootsuite user yet? Check out our plans here- http://ow.ly/XMDeU Hootsuite is the world’s most widely used social relationship platform for managing social media. Learn more here: www.hootsuite.com Social Networks Account: Twitter - @HootsuiteAPAC Instagram - @Hootsuite Facebook Page - @Hootsuite

1. Your 4 Steps to Social Media Gold
Building a strategy to achieve Social Media success
Ella Badis
Social Media Coach, Asia Pacific
@Hoot_EllaBadis

2. Hi!
Ella Badis
Social Media Coach, Asia Pacific
@Hoot_EllaBadis

3. Hootsuite is the most widely used platform for managing
social media, loved by over 10 million people around the
globe and trusted by 800+ of the Fortune 1000.

4. 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.

5. Who uses Hootsuite?

6. Agenda 1 Why should you be on social?
2 4 Steps to Social Media Gold Plan
3 Access to tools & resources
Tweet me
@Hoot_EllaBadis
with your questions
Tip

7. No time,
no resources
Always
something new
Ever increasing
number of networks
Lots of noise
Can’t react fast
enough
Proving the ROI of
social
What is the
value?
Challenges for SMEs

8. Digital in 2016
Source: Wearesocial.com

9. In Person Website Social
Social is the New Front Door
It’s where your customers learn, seek, discover and decide

10. “We don’t have a choice about
whether we do social media; the
question is how well we do it.”
Erik Qualman

11. 4 Steps to Social Media Gold

12. 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
Your 4-Steps

13. Training Step 1:
Audit Your Social Media

14. 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.

15. Business Goals
Sales
Leads
Word of Mouth
Thought Leadership
Brand Awareness
Social Goals
Online Purchase
Form Fills
Shares, Retweets
Comments, Inbound Links
Reach
MeasureEngageDevelopAudit
Align Goals

16. Three 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

17. Every social profile must have:
● Bio / Description
○ Insert link to website
○ Contact information
○ Search Engine Optimization(SEO) description of your
business in profile
● Image
○ Profile Picture, Cover Photo
○ High resolution
○ Maximum fit & dimension
How to improve your profile?
DevelopAudit MeasureEngage

18. Training Step 2:
Develop Game Plan

19. Steps to take:
1. Identify the information to be publish
2. Create a content calendar
3. Publishing content efficiently
Develop content strategy
DevelopAudit MeasureEngage

20. 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?

21. Share Industry/Lifestyle News
Promote your products
Converse with customers
Balance Your Message:
Content strategy - Rule of thirds
DevelopAudit MeasureEngage

22. Theme strategy example: Retail
DevelopAudit MeasureEngage
Monday:
Weekend Highlights
Tuesday:
Lifehack Tip
Thursday:
Behind scenes
Wednesday:
Feature of the Week
Friday:
Weekend Buzz
M T W T F

23. Training Step 3:
Driving Engagement

24. What is Engagement?
It simply means responding to your
audience in a way that evokes a
response.
Use keywords to listen to the market and offer input, ideas or content.TIP

25. DevelopAudit MeasureEngage
Great example of branded cover photo with tagline
DevelopAudit MeasureEngage

26. ● 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)
● Use campaigns for promotion
DevelopAudit MeasureEngage

27. DevelopAudit MeasureEngage
● Branded cover photo
● Says what content will be shared
● “Official” account
● Link to main website
DevelopAudit MeasureEngage

28. ● Hashtag #
● Post: 20 < 140 characters
to allow for retweets and
comments
● Visual: Pictures result in
35% more retweets
DevelopAudit MeasureEngage

29. DevelopAudit MeasureEngage
● Hashtags
● Strong imagery
● “Official” account
● Brand aesthetic
DevelopAudit MeasureEngage

30. ● Use company hashtag
● Crowdsourcing images
from employees
● Share employees’
perspectives
DevelopAudit MeasureEngage

31. DevelopAudit MeasureEngage
● Great visual
● Bio
description

32. ● Tagging another
company adds
authority
● Clear call-to-action
(CTA)
● Ask questions
DevelopAudit MeasureEngage

33. Finishing Line Step 4:
Measure Results & Improve

34. Social Goals
Online Purchase
Form Fills
Shares, Retweets
Comments, Inbound Links
Reach
Metrics
Conversions
Volume
Reshare, Retweets
Mentions
Total Impressions
DevelopAudit MeasureEngage
Business Goals
Sales
Leads
Word of Mouth
Thought Leadership
Brand Awareness
Identify right metrics to measure

35. 1. Select social media analytics tools, such as Google Analytics, Facebook
Insights & Hootsuite Analytics.
2. Use a URL shortener like bit.ly, 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
How to measure?

36. Tools & Resources

37. Tools to help win social media gold
Nexology:
Analyses your audience,
identifies topics and key
influencers
Reputology:
Track your competitor
reviews on all the major
review sites.
Trendspottr:
Find trending
content/hashtags
Define your
audience
Look at your
competition
Find Good
Content
Manage Your
Social
Hootsuite:
Manage content
scheduling, reply to
comments, analyse - all
on the move

38. Check out these free 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

39. 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

40. HOOTCMTY003
*valid till 31 October 2016
Sign up at hootsuite.com
Coupon code includes:
● 3 months’ Hootsuite Pro trial
● 3 months’ Hootsuite University
● 30-min with Social Media Coach
(worth USD 92.97)
Make sure you also check-out Hootsuite Podium for an officially
accredited Social Media qualification:
hootsuite.com/podium

41. Thank you!
Connect with me
@Hoot_EllaBadis