Social Media Strategies
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This document outlines the typical steps in developing a social media communication plan: research and analysis of internal organizational information and external audience data to identify key issues and target audiences; setting goals, objectives, strategies and tactics; implementing tactics such as content creation and community management; evaluating performance using metrics and objectives; and adjusting strategies based on results. It emphasizes researching audiences through personas, developing SMART objectives, rationalizing tools and tactics based on goals, and using both quantitative and qualitative methods to evaluate strategies.
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Social Media Strategies
- 1. Social Media Strategies Research, Analyse, Communicate, Evaluate Nikki Van Dusen M.A. President, NikComm Inc. MacEwan Arts Outreach
- 2. A Typical Communication Plan Research & Analysis Organizational overview Problem or issue statement Target audience analysis Communicate Goals, objectives Strategy Tools, Tactics Budget Evaluate 2
- 3. Research & Analysis Internal Overview External Overview Issue Audience
- 4. Internal Research Existing “3Ps” Existing accounts Internal stakeholders’ needs, wants, concerns Environmental scan: SWOT human resources budget time knowledge Photo credit 4
- 5. External Research Account availability Competitors & contemporaries Trends, tools, tactics Audiences (who, where) Conversations & memes 5
- 6. Identify the issue What do we need? What’s wrong with things now? 6
- 7. Defining our Audience Who do we want to reach? Where are they? What are they like? What do they want? 7
- 8. Personas A character construct based on research and aggregate data about a target audience Alexander 8
- 10. Building Personas Persona Parts Name* & photo† Demographic summary Personality & interests Technological scenarios Tomoko 10
- 11. Genna Andersen
- 13. Goals & Objectives Setting and Evaluating
- 14. The Relationship between Goals & Objectives Goal a description of what you are trying to accomplish 14
- 15. The Relationship between Goals & Objectives Objectives Tell you when you have reached your goal 15
- 16. The Relationship between Goals & Objectives Objectives: are “SMART” Specific Measurable Actionable Realistic Time-based 16 Actionable: actions can be attributed to digital efforts
- 17. Basic format for objectives 17 $ # % in / byby specific thing or time S + A M TR
- 18. “Actionable” objectives evaluate goals around … Awareness Consideration Conversion Loyalty 18
- 19. Evaluate goals with specific objectives Awareness Search engine result rankings First-time visitors Visits Social followers ... 19
- 20. Evaluate goals with specific objectives Consideraton Time on site Bounce rate Visitors Social sharing Sign-ups Downloads ... 20
- 21. Evaluate goals with specific objectives Conversion Online sales Subscriptions Downloads Completion of campaign directives Entries ... 21
- 22. Evaluate goals with specific objectives Loyalty Community policing/ defence Engagement Mentions Tone Virality ... 22
- 23. Strategies, Tools & Tactics The ROI of Social Media
- 24. The Relationship between Strategies & Tactics Strategies for digital describe overall process rationale for social tool/ tactic decisions content generation and production 24
- 25. Process Strategies Proactive Content marketing & Community Management Social Marketing Reactive News-jacking & opportunity-surfing Issues & crisis management 25
- 26. Different Process Strategies for Different Goals Goal Type StrategiesStrategies Awareness Consideration Content Marketing - Community Management Marketing Campaign Conversion Content Marketing - Community Management Marketing Campaign Loyalty Content Marketing - Community Management Issues Management 26
- 27. Rationalizing Tools & Tactics What social channels and why Also why not What content and when 27
- 28. Your Content Strategy Do more with less; do the most with more!
- 29. Choosing tools and developing content Because you can’t just show up and throw up
- 30. Choosing Tools PURPOSE + AUDIENCE + MESSAGE/MEDIUM = SOLUTION What
- 31. do
- 32. you
- 33. need? What
- 34. do
- 35. they
- 36. need? What
- 37. works
- 38. (or
- 39. doesn’t)? 30
- 40. Where social media can help File Support Engagement Doing Business Broadcasting Your
- 42. Audience
- 43. needs What
- 44. types
- 45. of
- 46. tools
- 47. can
- 48. help? 31
- 49. Social media types More than you think!
- 50. Content Calendars The Critical Path for Web 2.0
- 51. Web Content Calendars Also called content inventories or content audits 5Ws of your website 34
- 52. Social content calendars What gets posted when and where Should include production schedule Could include evergreen topic draw-pile Should be mapped to the real world and your internal key dates 35
- 53. Budget
- 54. Budget Social media is not free Time Expertise Equipment Tools “freemium” tools promotion 37
- 56. Measure goals with your objectives That’s what an objective is for— telling you when you’ve reached your goal 39
- 57. Evaluating Strategies: How effective are they? Evaluate a strategy by the objectives it relates to Use anecdotes and correlation Evaluate the value of the network 40
- 58. Evaluate the strategy by its objectives Goal Type StrategiesStrategies Awareness Consideration Content Marketing - Community Management Marketing Campaign Conversion Content Marketing - Community Management Marketing Campaign Loyalty Content Marketing - Community Management Issues Management 41
- 59. Evaluate the strategy qualitatively Anecdotes Manual examples to measure success 42 Let’s just start with what we have. What did this do to you? Tell me. And remember, this is for posterity, so be honest.
- 60. Evaluate the strategy qualitatively Anecdotes Manual examples to measure success 43 Anecdotes tell the story of your objective measurement.
- 61. Evaluate the strategy qualitatively Correlative Measurement Comparing two data sets to identify patterns 44
- 62. Evaluate the strategy qualitatively Correlative Measurement Comparing two data sets to identify patterns 45 Use your objectives to support your correlations
- 63. Evaluating the value of the network Touchpoints Time Trust Sentiment Income 46 See Jaap Favier’s article on Calculating the ROI of Social Media
- 65. What are you measuring? Data lets you evaluate performance of: Tool Post Part of a post BE REALISTIC figure out what data you need and only look at those pieces 48 DO ALL THE THINGS!
- 66. How to measure tactics Links and tags Integrated measurement Multi-variate testing Conversion tools 49
- 67. Tracking Links Tags Using a piece of code to identify the source of a visit, conversion, or sale bit.ly ow.ly UTM tags native tools … 50
- 68. Integrated Measurement Built-in or added into the platform you wish to measure Twitter Analytics Facebook Insights Pinterest Analytics Google Analytics ... 51
- 69. Multivariate Testing Comparing performance of multiple tactics across different populations 52
- 71. When will you measure? Beginning, middle, and end Early and often* 54
- 72. When will you measure? It depends … the more volatile, the more frequently
- 73. The “big guns” SAAS tools like: Radian6 Heartbeat (Sysomos) Hootsuite Media Miser 56 Remember: all tools measure, they don’t evaluate