Building a social media strategy - TMM Webionar

© 2021 Adobe. All Rights Reserved. Adobe
Confidential.
THE STEP-BY-STEP
GUIDE TO BUILDING A
SUCCESSFUL
SOCIAL MEDIA
STRATEGY
Andy Lambert | Senior Product Manager

ANDY LAMBERT SENIOR
PRODUCT
MANAGER
A T ADOBE EXPRESS
• Launched ContentCal in 2016
• Grew to 3,500 customers in over 100
countries
• Over 50% organic growth
• Sold to Adobe in December 2021.
• Author of SOCIAL 3.0
@andyrlambert
2

● Why strategy matters
● 6 Golden Rules of Social
● 6 – Step Content framework
AGENDA
B U I L D Y O U R C O N T E N T S T R A T E G Y W I T H A D O B E E X P R E S S
3
POSTING DURING THIS SESSION?
@AdobeExpress
@AndyRLambert

WHY SOCIAL
MEDIA STRATEGY
MATTERS

OF CONSUMERS
DISCOVER NEW
BRANDS FIRST
THROUGH SOCIAL
MEDIA.
5

TRUST PEERS OVER
ADS.
6
Source: Chris Walker, LinkedIn
https://everyonesocial.com/blog/user-generated-content-statistic

SOCIAL MEDIA IS
A
7
NOT A

Confidential.
SOCIAL MEDIA
GOLDEN RULES
1. Scaling ‘word of mouth’ is our ultimate ambition
2. Collaboration increases opportunity
3. Participation increases engagement
4. Engagement drives reach
5. Reach drives awareness
6. In most peoples eyes, the ‘best product’ is the one they
know

11

CUSTOMER
THE 6C
CONTENT
STRATEGY
C O N T E X
T
C R E A T I V I T Y
C A L C U L A T I O N
C H A N N E
L S
C O M M U N I T Y
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13
🤔 WHY SHOULD THEY CARE?
What problems do your audience face?
Consider your Minimum Viable Audience
👨👩👧👦 WHO DO I
WANT TO CARE?
🎯 HOW CAN I BE SURE?
Test your hypotheses

C U S T O M E R
THE 6C
CONTENT
STRATEGY
CONTEXT
C R E A T I V I T Y
C H A N N E
L S
C O M M U N I T Y
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15
Recognition, Followers, Sales
🎯 WHAT DO I WANT TO
ACHIEVE?
❤️ WHAT CHANGE DO I
SEEK TO MAKE?
What value will you add?
🙏 WHAT DO I WANT TO BE
KNOWN FOR?
Your ‘brand’ is what people say about you when you’re
not around

Confidential.
© 2020 Adobe. All Rights
Reserved.

C U S T O M E R
THE 6C
CONTENT
STRATEGY
C O N T E X
T
CREATIVITY
C H A N N E
L S
C O M M U N I T Y
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Confidential.
Reserved.
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💅
SHOWCA
SE
Demonstrate
your expertise
Build trust through providing
value
🏫
EDUCAT
E
‘BEST’ CONTENT
PILLARS
Introduce and
Engage
👋
BOND
Define the action
you want your
followers to take
📣 TELL

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👋 BOND
Introduce and Engage
Prompt Content Idea
Share your story
Encourage your followers to share their personal stories related to your brand or industry. For example;
1. What inspired you to start your journey in your niche?
2. Share your biggest achievement in your niche so far.
3. What are the challenges you faced in your niche and how did you overcome them?
4. How do you stay motivated and focused in your niche?
5. Share a personal experience or a story that made a big impact on your journey in your niche.
6. What advice would you give to someone starting out in your niche?
7. Share a mistake you made in your niche and what you learned from it.
8. How do you balance your passion for your niche with other aspects of your life?
9. What are your future goals and aspirations in your niche?
10. Share a personal habit or routine that helps you succeed in your niche.
Creator spotlight
Showcase an account from your niche you look up to and love and collaborate with key individuals in your space;
1. Show appreciation
2. Share their content
3. Tag them in your post
4. Share a story
5. Do an interview
6. Collaborate with them
Behind the scenes
Show your humble beginnings. Stories connect us together.
1. . Show where it began
2. Give a tour of your workspace or studio
3. Show how you create your product or service from start to finish
4. Share your process for coming up with new ideas
5. Share how you manage your time and stay organized
6. Show how you test and improve your product or service
7. Share your daily routine or habits that help you stay productive

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🏫
EDUCAT
E
Build trust by adding value
Topic Content Idea
Top 5
Share your expertise and package it up into actionable takeaways for your audience. For example;
1. Top 5 Tips: Share the top five tips that can help your followers achieve their goals in your niche.
2. Top 5 Tools: Provide a list of the top five tools or resources that your followers can use to solve their problems or enhance their
skills.
3. Top 5 Trends: Discuss the top five trends or developments that are shaping your niche and offer your insights on how they will
impact your followers.
4. Top 5 Mistakes: Share the top five mistakes that people commonly make in your niche and offer advice on how to avoid them.
5. Top 5 Success Stories: Highlight the top five success stories of people who have achieved their goals in your niche, and share the
lessons that others can learn from them.
How to's
Share key insights for your audience that creates trust by helping them accomplish their goals. For example;
1. How to start a business like yours
2. How to solve a certain problem in your niche
3. How to use a product/service in your niche the right way
4. How to organize and prioritise
5. How to build/grow a business in your niche
My favourite 5's
Signpost key learning resources for your industry and be the one that your audiences turn to for insight. For example;
1. Favorite 5 Books: Share your top five favorite books related to your niche, and explain why they are essential reads for anyone
interested in your field.
2. Favorite 5 Quotes: Provide a list of your favorite five quotes that inspire and motivate you in your niche, and explain how they have
impacted your life or work.
3. Favorite 5 Influencers: Share a list of your favorite five influencers in your niche and explain why you admire them and what you
have learned from them.
4. Favorite 5 Resources: Share a list of your favorite five resources, such as biogs, podcasts, websites, or tools, that you regularly use
and recommend to others.
5. Favorite 5 Lessons Learned: Provide a list of the top five lessons you have learned in your career or journey in your niche and
explain how they have helped you grow or succeed.

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💅
SHOWCASE
Demonstrate your expertise
Topic Content Idea
Work in progress
Demonstrate your expertise and enroll your audience on your journey. For example;
1. Day in the life: Share photos or videos that give your followers a sneak peek into your work process, or
take them behind the scenes of a project you are working on.
2. Progress updates: Provide regular updates on the progress you are making on a project or goal, and
share your thoughts and insights on the challenges and successes you have encountered.
3. Challenges and setbacks: Share the challenges and setbacks you have faced in your work, and
explain how you are overcoming them and what you have learned from them.
4. Collaboration and feedback: Gain input from your audience in terms of product/service direction. Run
polls to solicit feedback and make them feel part of the journey
5. Learning and growth: Share your learning and growth journey with your followers, and explain how you
are expanding your skills, knowledge, and expertise in your niche..
Reviews
Build confidence in your offering through social proof. For example;
1. Client Testimonials: Share testimonials from satisfied clients who have used your services or products.
You can include their reviews as text, images, or videos.
2. Case Studies: Provide detailed case studies of clients who have achieved their goals by using your
services or products. Include details about their challenges, the solution you provided, and the results
achieved.
3. Comparison Reviews: Compare your products or services to those of your competitors, highlighting
the unique features and benefits of your offerings.
4. Expert Reviews: Share reviews from experts in your niche who have used your products or services.
This can help establish credibility and authority for your brand.
5. Product Demos: Create videos or other content that demonstrate how your products or services work,
showcasing their features and benefits.

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📣 TELL
Share the action you want your
followers to take
Topic Content Idea
Product/ Service Launch
Build excitement and generate a sense of FOMO around your product/service. For example;
1. Teaser Posts: Share teaser posts that hint at the upcoming launch of your product. Use visuals and captions that
create anticipation and generate excitement.
2. Product Reveal Posts: Unveil your product with a dedicated post that showcases its features, benefits, and value. Use
high-quality images or videos that highlight your product in action.
3. Product Demo Posts: Create posts that demonstrate how your product works and how it can benefit your customers.
Use videos or visuals that showcase the features of your product and how they solve a problem for your customers.
4. Influencer Collaboration Posts: Partner with influencers or industry experts to create posts that showcase your product
and its benefits. This can help you reach a wider audience and generate more buzz around your launch.
5. Limited-Time Offers Posts: Create posts that offer limited-time discounts, bonuses, or promotions for your product
launch. This can incentivize customers to buy your product and create a sense of urgency around your launch.
Sales
Generate direct sales through social media;
1. Limited-Time Discounts: Offer a limited-time discount on your product or service, and create posts that showcase the
discount and the value customers will receive.
2. Competition: Create a giveway of your product and service, asking people to like/follow your account to be in with a
chance of winning.
3. Flash Sales: Create posts that announce a flash sale, where customers can purchase your product or service at a
discounted price for a limited time.
4. Referral Discounts: Offer referral discounts to customers who refer their friends or family members to your product or
service, and create posts that showcase the discount and the referral program.
5. Seasonal or Holiday Sales: Offer discounts or promotions that align with seasonal or holiday themes, and create posts
that tie in with the holiday or occasion.

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PLANNING
CONTENT

C U S T O M E R
THE 6C
CONTENT
STRATEGY
C O N T E X
T
C R E A T I V I T Y
C H A N N E
L S
C O M M U N I T Y
25

PEOPLE NOW
CONSIDER
THEMSELVES
‘CREATORS’.
26

TURN TO OTHERS
FOR
RECOMMENDATION
S
27
Source: Chris Walker, LinkedIn
https://everyonesocial.com/blog/user-generated-content-statistic

HOW TO THINK ABOUT
‘COMMUNITIES’
28
• Product-based —These communities are focused on discussing and learning about a specific
product, like ‘SalesforceTrailblazers.’
• Category-based—These communities are all about levelling-up a discipline and connecting
with other practitioners, likeTMM 🔥
• OwnedCommunities – Communities that a business operates, Like Adobe Express Insiders.
• Non-owned / partner communities – Groups of individuals that feature your target audience.
• ‘Communities’ are any space in which the audience share similar interests. This could be a
Facebook Group, a Podcast audience, a Meetup group, an organisation (like Enterprise Nation)

COLLABORATIONS
More tools appear each week to help us collaborate
with others.
Reach out to those with a similar mission and think
about how you can grow your own accounts together.
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C U S T O M E R
THE 6C
CONTENT
STRATEGY
C O N T E X
T
C R E A T I V I T Y
CHANNELS
C O M M U N I T Y
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Confidential.

Confidential.
SHIFTING CONSUMPTION
HABITS

Confidential.
WHAT IS THE BEST
PLATFORM
TO
MAXIMIZ
E
ENGAGEMENT?

Confidential.
Reserved.
TIKTOK & LINKEDIN ARE GREAT FOR
ENGAGEMENT

Confidential.
WHAT CONTENT
FORMAT
GETS THE
MOST
REACH & ENGAGEMENT?

Confidential.
Reserved.
REELS & SHORTS ARE GREAT FOR
REACH & TIKTOK IS GREAT IS FOR
ENGAGEMENT

C U S T O M E R
THE 6C
CONTENT
STRATEGY
C O N T E X
T
C R E A T I V I T Y
CALCULATION
C H A N N E
L S
C O M M U N I T Y
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Reserved.
VIEWS
ENGAGEM
ENTS
FOLLOWER
S
FOLLOWER
S
÷
÷
SOCIAL MEDIA SUCCESS HAPPENS
HERE

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Reserved.
WHAT’S THE ONE
SOCIAL MEDIA METRIC
THAT MATTERS
MORE THAN ANY
OTHER?

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SHARE OF VOICE

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Reserved.
BEWARE THE MEASUREMENT TRAP
WHAT WE CAN’T SEE WHAT WE
SEE

47

TAKEAWAYS
1. It all starts with your audience, who are they and
what do they care about.
2. Get clear on the story you want to tell and what
you’re trying to achieve.
3. Create content themes to make your life easier.
4. Nothing matters more than what others say
about you. Think beyond your feed.
48
Remember; some things will work and some things won’t. None of us get it right all the time. Test things,
learn and most of all, have fun with it!

Confidential.
THANK YOU! 👋
@AdobeExpress | @AndyRLambert

Building a social media strategy - TMM Webionar

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