5. Step 1: Plan
If you fail to plan…. you plan to fail!
You need:
• A blueprint, plan, map to follow for consistency,
effectiveness & efficiency
• To know who your key stakeholders are
• A wish list, set of realistic goals, set targets
• To be able to track, monitor and measure your efforts
(that, that you can measure, you can manage)
10. Having a ‘presence’ in social media is worthless unless you do
something with it. Before you start tweeting, pinning, status
updating, you need to work out what you hope to achieve by
doing this.
Your business doesn’t plug into social media,
social media plugs into your business.
Social Media Goals and Targets
The best place to start with setting social
media goals and targets is to look at what your
current business goals are. Its then just a
matter of working out, how can social media
assist you in achieving these goals.
11. Social Media Goal Examples
Build brand awareness
Elevate your voice and influence in the marketplace
Generate additional leads
Generate additional sales
Strengthen relationships with customers, prospects and
influencers
Understand your buyers needs better
Increase traffic to your website
Improve customer service
Improve search engine rankings
Attract top talent and become an employer of choice
12. Using social media, in and of itself is not a goal….Attracting
more leads, acquiring new customers, expanding your reach,
building your brand are… These are goals!
Here’s an example of attaching targets to your goals
Social Media Goals and Targets
Goal: 10,000 likes in 12 months Target: 10% of likes to buyers
13. Once you’ve established key goals, you must also then
establish targets per goal, so you’re able to measure your
success.
Here’s a list of targets that you could use to measure your goal
outcomes:
Number of times your business and brand is mentioned online
Number of social interactions
Number of sales conversions driven via your social media channels
Number of positive mentions, reviews and shares
% of $ saved or generated as a result of social feedback
Number of customer inquiries resolved
Number of candidates driven from social media
Increase in hits to your website via social media
Increase in database/subscribers via social media
Social Media Targets
15. Your Mission is to Create a
Ubiquitous Footprint
What’s Justin
thinking??
Latest
video clips
Latest music
I want to
win Justin
concert
tickets
16. Blogging
Weblogs (blogs) have burst onto the content scene because the
technology is such an easy and efficient way to get personal and
business view points out into the marketplace.
A blog is an online article that once posted can be found by anyone in
the world.
Blogging provides experts and wannabe ‘web celebs’ with an easy way
to make their voices heard (attract attention), in the web-based
marketplace of ideas.
The readers of your blog can repost the
blog onto the social media sites, such
as Facebook, Twitter and LinkedIn.
Blogs are found in search engines by
the key words that have been tagged by
the author. Keywords are primary
words your blog post is discussing.
19. Business Persona
On your road map, your answers the following questions:
What are your business values?
What is your brand personality?
How do you communicate your brand?
What’s your brand tone?
Which famous person/brand do relate most to?
20. The Kylie Bartlett Brand Persona
Values:
Authenticity
Intelligence
Community
Personality:
Dynamic
Engaging
Bold
Communication:
Punchy
Provocative
Controversial
Tone:
Metaphoric
Strong
Conversational
Famous Celebrities and Brands:
Pink - Rough around the edges but still
perceived as being talented and credible.
Aston Martin - fast, sexy, history with
tradition that has evolved slowly. Bad-boy
edge of refined history.
22. Male or female?
Age and demographic?
Married, single, divorced?
Children?
Occupation?
Located - local, national, global?
Income range?
What industry do they work in?
What do they do on weekends?
What car do they drive?
What websites do you visit on a regular basis and why?
Do you subscribe to any blogs? If yes, which ones and why?
What magazines (on or offline) do you read?
What communities (both on and offline) do you belong and
contribute to?
What TV shows do they watch and why?
What radio stations do they listen to and why?
What social media platforms do you use and why?
What are your special interests, hobbies and activities?
Who is Your Bob and Betty?
23. Hi I’m Bob
42 year old
Married to Tiffany
10 year old daughter Lucy who goes to Melbourne
Grammar
MD of chain of restaurants around Melbourne
Live in Port Melbourne
Earn $250,000 pa plus bonuses
Dines in Melbourne CBD and has breakfast in Albert
Park on the weekends
Holiday’s in Noosa
Read’s the Age and Herald Sun on his ipad each
morning
Subscribes to BRW, Epicure
On LinkedIn but doesn’t really know how to use it
Member of the Albert Park Golf Club
Goes to the gym and loves running The Tan 2 days
per week
Geelong Cats Fan
30. What’s your brand story and brand message?
What is your editorial mission?
What emotions does your brand sell?
People buy brands that make them feel a particular way.
What’s that feeling in your business?
What value does your brand add?
Why should your target market care about you?
32. A communication strategy looks at the entire audience and
customer experience and takes the audience/customer on a
journey, helping them get to where your brand would like them to
get to.
For example, if a brand wants to convey ‘freedom’ to 25 – 35 year
olds its important to initially determined what that target market
finds ‘sets them free’. How can your business provide them with
things that make them feel like they freedom?
How can you then tie your brand to your
communication strategy and create an
emotional connection between ‘freedom’
and your business.
34. Publishing
You need to be publishing remarkable content, in the form of
videos, blogs, articles, white-papers, podcasts that builds
your credibility and your authority within your industry and
niche.
I’m going to show you how to create a content-calendar so
you always have 4 weeks worth of strategic content in stock
and you’re not just publishing anything for the sake of getting
content out on the social web.
Remember the 80/20 rule: 80% of your publishing should be
remarkable content and the other 20% spruiking your wares.
37. 30-DAY CONTENT AND EDITORIAL CALENDAR
MONTH: April 2014
Core theme/brand story: The Easter Egg Blues
My 5 niche topics: Diet and Nutrition Mindset Exercise Self care Recipes
Content types: Blogs Videos Info-graphs Podcasts/Audio Photos/Quotes
5 products to promote: Free cookbook Group boot camp Online challenge Free seminar Goal setting template
5 customers to showcase: Jenny Mary Sally Jane Anne
5 influencers in my niche: Michelle Bridges Jess Ainscough Ashy Bines Tyler Tolman Kris Carr
Communication Channels: Blog Slideshare Facebook Twitter LinkedIn YouTube Instagram Pinterest
WEEK MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
WEEK 1
Diet and Nutrition
Blog
Exercise video Promote free
cookbook
Showcase Jenny Share info-graph
WEEK 2
Mindset Blog Exercise video Promote group boot
camp
Share Michelle
Bridges blog
Share photo/quote
WEEK 3
Self Care Blog Exercise video Promote online
challenge
Showcase Mary Share info-graph
WEEK 4
Recipe blog Exercise video Promote free seminar Share Jess
Ainscough blog
Share photo/quote
Social media is not its own function. Social media is a communication tool, like a phone and email, that serves the purpose of critical business functions, including PR, marketing, lead generation, customer service, market research, recruitment.
Social media is not its own function. Social media is a communication tool, like a phone and email, that serves the purpose of critical business functions, including PR, marketing, lead generation, customer service, market research, recruitment.