Importance of Social Media Strategy

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Lynsey Sweales - Social BUK. Given at #ConnectIDEA

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Importance of Social Media Strategy

  1. 1. The importance of strategy Social Media & Online Marketing Experts Lynsey Sweales @SocialBUK
  2. 2. Social Media & Online Marketing Experts Social Media in the UK About 73 percent of UK Internet users interact on social media platforms
  3. 3. Social Media & Online Marketing Experts Who uses social media in the UK?
  4. 4. Social Media & Online Marketing Experts Different types of social media Blogs are online diaries
  5. 5. Social Media & Online Marketing Experts Different types of social media Microblogs (Twitter) is texting online
  6. 6. Social Media & Online Marketing Experts Different types of social media Forums are conversational threads
  7. 7. Social Media & Online Marketing Experts Different types of social media Video sharing (YouTube) is shared video clips
  8. 8. Social Media & Online Marketing Experts Different types of social media Social photo (Flickr / Pinterest / Instagram) is shared images
  9. 9. Social Media & Online Marketing Experts Different types of social media Social networking (Facebook, LinkedIn, Google+) is all of the above
  10. 10. Social Media & Online Marketing Experts How it relates to business functions Research = Listening to the conversations people have with each other to understand their wants and needs
  11. 11. Social Media & Online Marketing Experts How it relates to business functions Marketing = Talking in the conversations people have with each other to spread messages about your business/services/products
  12. 12. Social Media & Online Marketing Experts How it relates to business functions Sales = Energising others to sell you by finding your most enthusiastic clients and supercharging them online
  13. 13. Social Media & Online Marketing Experts How it relates to business functions Support = Supporting Customer service tool
  14. 14. Social Media & Online Marketing Experts How it relates to business functions Development = Embracing New products, services, improved efficiencies
  15. 15. Social Media & Online Marketing Experts Why the social media explosion?  Free!  Sharing is a deeply ingrained human instinct  Traditional communications were brand led  New communications are word of mouth led  Access to internet!  Instant! Social Media & Online Marketing Experts
  16. 16. Social Media & Online Marketing Experts Choosing where to start
  17. 17. Social Media & Online Marketing Experts Social Media Strategy “What do we want to achieve with our social media activity?”
  18. 18. Social Media & Online Marketing Experts Social Media Strategy BUSINESS OBJECTIVES BUSINESS GOALS DEPARTMENT GOALS SOCIAL MEDIA GOALS SOCIAL MEDIA TACTICS SOCIAL MEDIA METRICS
  19. 19. Social Media & Online Marketing Experts Social Media Strategy START HERE NOT HERE BUSINESS OBJECTIVES BUSINESS GOALS DEPARTMENT GOALS SOCIAL MEDIA GOALS SOCIAL MEDIA TACTICS SOCIAL MEDIA METRICS
  20. 20. Social Media & Online Marketing Experts Social Media Strategy START HERE NOT HERE BUSINESS OBJECTIVES BUSINESS GOALS DEPARTMENT GOALS SOCIAL MEDIA GOALS SOCIAL MEDIA TACTICS SOCIAL MEDIA METRICS Without a plan you plan to ……..
  21. 21. Social Media & Online Marketing Experts Social Media Strategy START HERE NOT HERE BUSINESS OBJECTIVES BUSINESS GOALS DEPARTMENT GOALS SOCIAL MEDIA GOALS SOCIAL MEDIA TACTICS SOCIAL MEDIA METRICS What does success look like?
  22. 22. Social Media & Online Marketing Experts Social Media Strategy START HERE NOT HERE BUSINESS OBJECTIVES BUSINESS GOALS DEPARTMENT GOALS SOCIAL MEDIA GOALS SOCIAL MEDIA TACTICS SOCIAL MEDIA METRICS Have you built your success with a plan?
  23. 23. Social Media & Online Marketing Experts Social Media Strategy:The Nuts and Bolts WHO you want to connect with
  24. 24. Social Media & Online Marketing Experts Social Media Strategy:The Nuts and Bolts WHAT content you share
  25. 25. Social Media & Online Marketing Experts Social Media Strategy:The Nuts and Bolts HOW you interact with people
  26. 26. Social Media & Online Marketing Experts Social Media Strategy:The Nuts and Bolts HOW often you interact with people
  27. 27. Social Media & Online Marketing Experts Social Media Strategy:The Nuts and Bolts HOW you want to influence people to act
  28. 28. Social Media & Online Marketing Experts Social Media Strategy:The Nuts and Bolts  Who you want to connect with  What content you share  How you interact with people  How often you need to interact with people  How you want to influence people to act
  29. 29. Social Media & Online Marketing Experts When you have a strategy you can measure! 1. Strategy Define business objectives Identify required insights 2. Metrics Define success Recommend actions 3. Organisation Identify required: - resources - training Identify barriers 4. Technology Identify tools based on strategy, metrics, and organisation

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