Reference document authored by Trefor Munn-Venn of Rhapsody Strategies

1. BeyondEngagement:
BuildingyourSocialMediaStrategy
Copyright © 2015 Rhapsody Strategies Inc.

2. UNDERSTANDING YOUR COMMUNITY
Name:
Location:
Size:
Key Leaders:
Main Focus:
Core information: Describe the community
group as if they were standing in the same room.
Write about their goals, values, likes and
dislikes. What are their biggest worries,
problems or challenges?
Needs: What are the needs of this group? What
challenges do they hope you will help solve?
How are their problems causing pain and
discomfort? What end result do they want, and
what end result do they really need?
Influence: Here’s where you lay out all the
factors that go into the decision to take your
advice. What influences their decision? What
differentiates you, and why is that important to
them?
Dive deeper: Once you’ve filled in the basic facts, write one or two short paragraphs for each of the following:
Copyright © 2015 Rhapsody Strategies Inc. 1

3. Getting to What Really Matters
ACTIONS
What are the behaviours you
want them to take?
RESULTS
How do those actions benefit
them?
BELIEFS
What do they need to believe
before they will take those
actions?
COMMUNITIES
Characterize the groups you
are most focused on reaching.
Copyright © 2015 Rhapsody Strategies Inc. 2

4. Defining Reference Points
In the circles in the middle, write down the three most important beliefs your community needs to have before they will take
action. In the boxes, briefly describe what evidence you can provide them in order to help them develop or validate that belief.
Core Belief
Core Belief Core Belief
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5. Telling Your Epic Story
Based on the Reference Points you outlined earlier, identify five general themes of information that you need
to share with your clients. In the area below each theme, identify specific topics to focus on.
SAMPLE
THEMES
We’re always there
when you need us
SPECIFIC
TOPICS
• Our 24/7
guarantee
• Why being so
fast is important
• Stories about
our rapid
response
• Pictures & info
about our
dispatch centre
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6. The Art of the Perfect Post
In the boxes on the left, write in one of the themes that you identified earlier. In the larger boxes, draft your
first post for that theme. Leave lots of room for editing as you will be making changes to them later.
Copyright © 2015 Rhapsody Strategies Inc. 5

7. Trust That Matters
CORE BELIEFS
In the circles below, write the
three most important beliefs you
identified earlier.
TRUST
Reciprocity
Commitment
Social Proof
Liking
Authority
Scarcity
TRUST ACTIVATORS
As you consider the core beliefs that you have identified, which two
Trust Activators will be most important for your community?
Copyright © 2015 Rhapsody Strategies Inc. 6

8. Your Digital Voice
Complete these two exercises to develop a better understanding of your “Voice”
Copyright © 2015 Rhapsody Strategies Inc.
Formal
Conversational
Tell
Ask
Questioning&Skeptical
Accepting&Warm
Cautious & Reflective
Fast-paced & outspoken
7

9. Your Digital Voice
Copyright © 2015 Rhapsody Strategies Inc.
Teacher
Neighbour
• You like conversations that
lead to action & results.
• Your voice is firm & direct.
It’s a positive & energetic
voice that’s focused on
getting things done.
• Your voice exudes
confidence.
D i
SC
• Your voice is enthusiastic
and people find you to be
sociable & optimistic.
• You encourage
conversation, value
feedback and enjoy
building new relationships.
• Your voice is
conscientious and
somewhat reserved.
• You ensure accuracy and
help to maintain stability.
• Your quieter approach
helps you listen carefully
and pay attention to the
details.
• Your voice is supportive
and brings stability.
• You encourage
collaboration and tend to
be a good listener.
• You’re patient with people
and take a calm & long-
term view.
• When you are using social
media, you tend to ask
quesAons in order to prompt a
discussion that may lead to
business.
• Your somewhat formal nature
brings a professional,
respecAve tone to the
conversaAon.
• Your voice is conversaAonal
& curious.
• You enjoy reaching out to
your followers to understand
what’s on their mind.
• You like to keep the
conversaAon going in order
to deepen your relaAonships.
• It’s important for you to
share informaAon with your
followers and to
demonstrate the depth of
services & capability you
offer.
• You value professional,
knowledgeable interacAons.
• You have a relaxed and
conversaAonal approach to
social media.
• You enjoy sharing the ins &
outs of what you do and
what you offer.
• You’re comfortable
communicaAng your
perspecAves & knowledge.
Local Expert
Coach
8

10. Blogging Plan
It’s time to build out your blogging plan for the next year. We do this by unpacking the themes that you
identified earlier and coming up with specific blog topics—or better yet, blog titles—that will anchor your
posts for the year ahead.
THEMES
Bring these
forward from your
previous
worksheet
BLOG TOPICS
• For each
Theme, come
up with a
number of blog
topics or titles
• Make sure that
you have a
minimum of 12
topics by the
time you’re
done
Copyright © 2015 Rhapsody Strategies Inc. 9

11. Blog Structure
Headline <H1>
Image with “Alt Tags” using
keywords. The reason we put the
image here is to keep the text on the
leP short & easy to ready
Subheading <H2>—Use Key Words
Clear, concise content. One great way
to start is to set up a problem that
will resonate with people. Then
explain the problem and offer a
possible soluAon.
Now, our content doesn’t always
have to be straight text. We can
create lists in bullet points to break it
up and make it easier to read.
Remember, we’re using bold, punchy
language. Nothing wishy-washy or
vague.
We can use links anywhere in the
blog, linking to other blogs, arAcles,
website.
Subheading <H2> or <H3>—Use Key Words
Call to Action
Author info
Make it short and snappy.
And use your key words.
Punchy opening text—One
sentence (two at the most).
This is supposed to be short
so it’s easy for people to dive
into your story. Make it clear,
concise and compelling.
A Call to AcAon or TesAmonial
inserted right in the middle of
the blog post.
Copyright © 2015 Rhapsody Strategies Inc. 10
We may have a call to acAon or two.
But remember, we’re here to “Pull”
clients, not be pushy. Keywords are
important too, but they have to be
“organic” in nature, not forced.
Include your photo, name,
Atle, organizaAon and a brief
bio. Consider creaAng an
avatar to simplify the process.

12. Blogging Checklist
How to write a blog post
q Select a topic that aligns with the core themes and
publishing plan you’ve developed
q 350-500 words is standard, however, not
mandatory; include your keywords in the body
q Include pictures and alt text
q Uses headings and bullets/lists to break up the text
q 1-2 Internal links to landing pages
q 1-2 External links (where appropriate)
q Call to acAon (CTA) at the boaom
q Author Bio
More about headings
q The most important heading on the page should be
the H1 (the Atle)
q There is usually only one H1 on any page
q Subheadings should be H2s, sub-subheadings
should be H3s, etc.
q Each heading should contain valuable keywords; if
not, it’s a wasted heading
q For longer pieces of content, a heading helps a
reader skim
Tips to encourage engagement with your blog
q Include social share and email buaons
q Include social connect buaons
q Encourage newsleaer sign-up by placing a sidebar in the
blog for people to quickly subscribe.
q Follow the blogging template
q Keyword load to target your audience
q Allow for comments at the boaom
q Develop the content in a way that you can include 1-2
internal links
q Develop the content to include a 1-2 external links
(Partner links if possible)
q Use images, bullets, numbers and headings to make the
content more digesAble
q Use only one <H1> heading with keywords
q Use headings <H2, H3> and use keywords
q Use categories and include tags to help organize your
posts
q Share your blog in your social media channels and e-
newsleaer
Measure the success your blog
q A few metrics to consider would be visitors, subscribers,
inbound links and social media shares
Copyright © 2015 Rhapsody Strategies Inc. 11

13. A better Biography
Every social media platform, website and digital presence has one common facet: the About page. The
problem is that most About page information is awful. We use bad photos and poorly written descriptions of
ourselves. But these are tremendous opportunities to tell people who we really are and stand out from the
crowd. Instead of using the standard “blurbs” try using these questions to shape your bio.
• How did you arrive at your current posiAon?
What path brought you here? # of yrs in the
industry?
• What are you known for professionally? What
do you have a knack for?
• What skills do you have that make you an
excellent team member?
• Is there a recent (last year or two) work
accomplishment that you are parAcularly
proud of?
• What’s the one problem you are best at
solving for your clients? What would your
ideal clients say about you?
• Who have you worked with in the past? And
what have you done for them?
• What are you most passionate about
professionally? What most excites you about
your work & the contribuAon you can make?
• What are you passionate about personally?
What do you really enjoy? What can’t you
stop talking about?
• Any awards or medals, or even medallions?
Personal okay, too.
• Where can we find you when you’re not
working? What’s your favorite way to spend a
weekend or a Sunday aPernoon?
• What kind of volunteer work do you do and
why?
• Anything else you’d like to tell people about
yourself?
Copyright © 2015 Rhapsody Strategies Inc. 12

14. Website Checklist
Homepage
q The design is consistent with your brand
q Logo links to homepage
q Prominent “Search” box
q Physical address visible
q Phone number available “above the fold”
q Less than 15 click choices
q Clear “I am a client” choice
q Clear “I am interested in becoming a client”
choice
q Clear option to communicate with staff
Products / Services
q Photos and / or video of the products or
services
q Have their own unique landing pages
q Presented in a “Client First” manner
q Clearly distinguishes what sets you apart from
competing organizations
q Includes social sharing buttons on each page
q Includes testimonials and referrals related to
the products and services
q Easy online ordering
Blog
q Content management system that is easy-to-use
q Consistent publishing schedule
q Includes different media to reflect the different ways
people process information
q Able to share content on social media
q Team members enabled to post
q Includes photos of team members
q Profiles clients and stakeholders
q Are well-written and SEO optimized
Usability
q Website compatible with all browsers
q Quick load time
q Images have correct ALT tags
q Customer not-found / 404 page
q Critical content / message “above the fold”
q Page titles reflect the content and organization
q URLs represent the content of the page
q Copy is concise and friendly to target audience
q Clear path to info about the organization
q Clear path to contact information
q Favicon matches business branding
q “Breadcrumbs” used on inner pages
q Bottom of articles contain “related posts” links
Copyright © 2015 Rhapsody Strategies Inc. 13

15. Website Checklist
SEO
q Page titles properly formatted: Keyword
Content – Organization
q Pages begin with subtitle inside an <H1> tag
q Images have correct ALT tags
q Meta descriptions with keywords in sentence
form
q Keywords in Title, <H1> tags, and first lines of
text
q Dynamic, fresh content being added regularly
q No duplicate content
q Internal and external links
About Us
q Welcome video
q Professional photos of senior staff
q Biographies of senior staff
q Clear explanation of your organization’s “Why”
q Sampling of testimonials and awards
q Key metrics of examples of the impact of your
organization
q Link to page with information about the staff
q Link to page including media or press releases
q Link to events page if appropriate
Contact
q Includes your physical location
q Provides a map so it’s easy for people to find you
q Phone number
q Fax number if appropriate
q Email contact
q Form to leave a message immediately
q It grabs people’s attention
q Message to help visitors understand how soon you
will get back to them
q Your visitors have been given a clear reason(s) to
connect with you
Mailing List / Newsletter Sign UP
q Email newsletter available to read on website
q Mailing list sign-up is prominent on website
q Includes a double opt-in procedure
q Mailing list content is focused on the needs of the
client / stakeholder
q Uses a Mailing List service provide, not personal
email
q Is sent consistently
q Images include ALT tags
q Messages include a clear Call to Action
q Have powerful, compelling subjects
Copyright © 2015 Rhapsody Strategies Inc. 14

16. Masthead
#1
#2
#3
Footer
Social share + email permissions
Social connect
Tips to encourage engagement with the e-newsletter:
NEWSLETTER CHECKLIST
• Use an interesting subject line & Pre-header - Avoid subject
lines like “This Month’s Newsletter.” Treat your pre-header
as a secondary subject line - depending on email settings
this area might be a preview. And don’t use your company
name in the subject line as it’s using valuable real estate
when the name already appears in the “From” field.
• Link your logo and masthead – give your audience a path
back to your website.
• Have a great MastHead – It will appear on every newsletter.
• Create compelling content – Use brief, scanable
paragraphs, content blocks, bullet points and numbered
lists.
• Include snippets from your blog – drive traffic back to your
website through original content.
• Have strong section titles – Content and Headings are
equally important, but you need to capture the audience
first.
• Use great images – They’re one of the strongest ways to
communicate what your organization is about.
• Encourage feedback or ask the reader to do something at
the end.
• Including and promoting social sharing in an email-
They extend the reach of your emails: The more people
share your email, the more potential you have for opens,
clicks and conversions.
• Create a footer with standard email permissions, 1-2
lines about your organization, and include social share
buttons (Facebook, Twitter, LinkedIn), including an email
forward option, so that the newsletter in its entirety can
be easily shared.
• Including and promoting social connection options in an
email - They provide another platform to connect with
your audience: each platform - email, Twitter, Facebook,
YouTube, a blog, etc. - enables you to communicate and
interact with people in different ways.
• Always test before sending.
Be Consistent!
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17. TreforMunn-Venn
@TreforMV
trefor@rhapsodystrategies.com
Copyright © 2015 Rhapsody Strategies Inc.