This document outlines a 7 step process for developing an effective social media strategy: 1. Design your social media profiles and pages. 2. Generate leads and grow your audience through sharing engaging content. 3. Create and curate high-quality content for your target audience. 4. Engage your followers through questions, comments and sharing their content. 5. Run promotions and contests to further engage your audience. 6. Convert leads and followers into customers through targeted offers and calls-to-action. 7. Track and measure your social media performance and ROI through various analytics.

2. 7 Steps to a Stellar
Social Media Strategy
B Squared Media, LLC
Think Conversation, Not Campaign™
www.b2socialmedia.com

3. Brooke Ballard
Brooke Ballard
Founder & Chief Social Strategist, B Squared Media

4. • Like Button
• Watch for little dude!
• Resource Booklet available for download
– From ECBCC
– Or by seeing me after the program

5. WHY
SOCIAL MEDIA

7. The Cocktail
Social Media:

8. “Sell someone, you get a
customer today.
Help someone, you get a
customer for life.”

9. 1.Attention 4. Opportunity:
2. Interest Sufficient time to
present your
3. Fascination story effectively
Sale

10. 1. Attention 7. Opportunity:
2. Interest To acquire a
3. Fascination trusting client
4. Involvement
5. Familiarity
6. Trust Relationship

11. Which draws
in?
S

12. • Cover photo
– Resource: Sizing cheat sheet
– NO:
• CTAs
• Website or contact info
• References to Facebook
• Pricing info
• Avatar
• Custom tabs/applications
– Resource: Woobox, LuJure, Wildfire, etc.

16. Generation

17. • Staff
• Family & Friends
• Vendors
• Local biz, organizations, schools, sports
teams, TV/Radio/Print, etc.
*TIP: Like other pages as your PAGE, not you!

20. Content

22. • Curating Content
– Google Alerts
– Blog
– Repurpose brochure
• 70-20-10 Rule
– 70% Community news
– 20% Brand-centric news
– 10% Sales & Marketing messages

23. Will the recipients of this message truly find it of
value, or will they find it annoying and
disruptive?
Would YOU want to receive this as a consumer?

24. Omaha Steaks

25. How do Fans on
Facebook lead
to a Return on
Investment?

26. • Shorter is better: 80 characters or less
• Frequency: 1-2 times a day
• Time of day:

27. • Each post should have a clear, concise CTA
– “Click like if you watched ‘John Smith’ bowl that
perfect game today!”
– “Share your thoughts in the comments.”
– “Click here to find out more.”
– “Click here to sign up.”
*TIP: Refrain from blatantly asking for ‘Likes’ or
‘Shares’ as it may make you look greedy/self-
centered

28. What one feature
would you change
about Facebook?

29. • “YES or NO: ______, I’ve bowled Granny
Style!”
• “My favorite bowling ball is ______ (color).”
• “How do you celebrate a strike?”
• “What’s the lowest/highest bowling score
you’ve ever received?”
• “Do you think bumpers are cheating?”

31. • Pick the right prize
• Plan ahead
• Keep it SIMPLE
• Leverage partners
• Follow Facebook Terms of Service
– MUST: Use 3rd-party app
• Resources: Offerpop, ShortStack, etc.
– MUST: Release of FB by each participant
• Administer the 10-Second Test

32. • Make users scroll
– Above the fold is best (300 pixels)
• Use FB functions or features to administer
– Use “like” as an entry or voting mechanism
– Use messages, wall/Timeline posts or chat to
notify winners
• Make it difficult to enter
• Forget about making it mobile friendly

34. &
How does the usage of social media affect the overall ROI?

35. • Conversion = Non-customer to FB Fan
• Conversion = FB Fans to customers
• Conversion = FB Fans to newsletter reader
• Conversion = Peer-to-peer recommendations
• Conversion = Repeat business/loyalty

36. • Measuring ROI
1. Awareness = Soft metric
• Positive social mention
– Resource: socialmention.com
• Share of voice/Mindshare (TAT score)
• Traffic
– Resources: Google Analytics, Sprout Social 30-day free trial
• Inbound links
– Resource: bit.ly

37. Number of ‘talking about this’ / Number of ‘Likes’
OR
330 / 704 = 0.46875 0R 47%

38. • Measuring ROI
2. Sales = Hard metric
• Social-media only offers
– Whisper word
– QR code
– Coupon
• Lead generation
– Newsletter sign up
» Resource: Constant Contact code, MailChimp free
– Social connectivity
» Resource: ContactMe – free/paid app)
– Sales behaviors

39. • Measuring ROI
3. Loyalty = Soft metric
• Community participation (TAT score)
• Fan advocacy (recommendations/testimonials)
• Content sharing (Facebook Insights)
• Content Subscription

42. • Facebook Insights
– Overview
– Likes
– Reach
– Talking About This (TAT Score)
– Check-Ins

44. 1. Lifetime Post Organic Reach
– Lifetime # of unique users who saw your post
(desktop & mobile)
– Key Metrics Sheet, Column F
2. Lifetime Post Reach by People Who Like Your
Page
– Lifetime # of people (Fans) who like your Page
post
– Key Metrics Sheet, Column U

45. 3. Lifetime Post Viral Reach
– Lifetime # of unique users who saw your post
(desktop & mobile) from a story of a friend
– Key Metrics Sheet, Column H
4. Lifetime Post Engaged Users
– Lifetime # of unique users who clicked anywhere
on your post
– Key Metrics Sheet, Column M

46. 5. Lifetime Negative Feedback
– Lifetime # of unique users who have given
negative feedback to your post
– Key Metrics Sheet, Column R
6. Lifetime Talking About This
– Lifetime # of unique users who made a story
about your page
– Key Metrics Sheet, Column N

48. • If you aren’t posting regularly – at least twice
everyday – Page-Level metrics will be too
volatile to take seriously!
• Save yourself the “freak out” moment and
focus on Post-Level metrics.

49. 1. Design
2. Lead Generation
3. Content
4. Engagement
5. Promotions & Contests
6. Conversions
7. Track & Measure