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How to Develop a Social Media Strategy
- 1. Social Media Club Davis/Weber Presented by: Nicholas Dragon @nicholasdragon
- 3. 1. Research
- 4. Listening Post Create a free Google/Gmail account Setup Google Alerts for your brand, company name, industry topics, competitors, related products, keywords, etc Search SocialMention.com for your brand, company name, industry topics, competitors, related products, keywords, etc
- 5. Audience – define your ideal customer Gender? Age ? – this can be a range, but keep it tight Education Level? Income? – once again, this can be a range, but keep it tight Do they already use social media? Where? How do they engage with each other and other brands?
- 6. Competition Are they using social media? How well are they using social media? Number of Likes? Interactions? What type of content are they sharing? How open is the conversation? Etc.
- 7. Are your customers likely to be online? Are you ready to handle negativity? Platforms like blogs and videos allow for negative comments, and some company cultures aren’t ready to engage with those opinions. How will you incorporate this into people’s daily jobs? What’s your willingness to experiment, take risks, and adjust your plans?
- 9. Resources – Social media is not free! It costs time. How many people and hours can you dedicate to executing a social media plan? Remember, there is a substantial learning curve with the technology, language, and culture of the various social media sites. One size does not fit all. Social media is constantly changing; can you keep up? Staff knowledge and experience using social media
- 10. Existing Content Blog Video Press Release Brochures/pamphlet Informational flyer Etc.
- 11. 1. Research 2. Assets 3. Goals/Objectives
- 12. GOAL– What? STRATEGY– How? MEASURE – Success?
- 13. Goals must be tied to existing business objectives!
- 14. Goal: increase attendance at events Strategy: add Facebook event component invite local geek groups purchase Facebook ads (regionally targeted) Measurement: add a “Where did you hear about us?” field to the registration form Measurements: check link referral logs (Google Analytics) and ad click-through
- 15. EXAMPLES Raise awareness about your Increase donations cause Inspire people to action Increase website traffic Better understand your Improve search engine buyers rankings Improve customer service Strengthen relationships Identify new product ideas with clients, prospects, and Generate leads influencers Generate sales
- 16. 1. Research 2. Assets 3. Goals/Objectives 4. Voice
- 17. Personify your brand Gender Approximate Age Education Level Income range Attitude – for example: professional, likes to socialize with neighbors, thinks highly of designer fashion, etc.
- 18. Is it a man or a woman? How old are they? (approximate is fine) What are they wearing? A jogging suit, a golf shirt and shorts, a suit and tie, an evening gown, a swimsuit? What do they want to talk about? (Their story is very important) What kind of music are they listening to? What are they drinking? POINT - Get to know them very well
- 19. 1. Research 2. Assets 3. Goals/Objectives 4. Voice 5. Plan
- 20. Identify Channels Which channels best suite your: Assets Goals Voice Resources Target audience
- 21. Editorial Calendar Start by listing upcoming events, new product launches, store openings, holidays, etc Keywords – don’t forget to include a small section for keywords in your editorial calendar Google Adwords Keyword Tool Wordtracker Leave room for “breaking news” Quality over quantity
- 22. Tracking and measurement tools – Helps show/improve ROI – Shows what is working and what isn't working Klout Addict-o-matic SocialMention Ice Rocket Facebook Insights Topsy YouTube Insights Backtweets Twitter Web Wordle Analytics
- 23. 1. Research 2. Assets 3. Goals/Objectives 4. Voice 5. Plan 6. Execute
- 24. Create social media channels Complete profiles – Make sure you fill out as much as you can in the individual social media profiles Links – link your social media profiles to your website, and when available, to your other social media channels
- 25. 1. Research 2. Assets 3. Goals/Objectives 4. Voice 5. Plan 6. Execute 7. Evaluate
- 26. Refine your strategies Test and target Try posting different types of content or posting your content in different ways. Do photos drive more interactions than text posts? Can you get better results posting a question vs. a comment?
- 27. … and then? If you run an ad campaign on Facebook to garner followers, what will you do with them after? How do you plan to keep fans engaged? This may lead to additional goals and objectives
- 28. Research Evaluate Assets Execute Goals Plan Voice
- 30. prbynick@gmail.com @nicholasdragon Linkedin.com/in/nicholasdragon
Editor's Notes
- It is my hope that when you walk out of this workshop, you will have all of the information you need to build a successful social media plan for your business. Now, with this information, you will still have to roll up your sleeves, get in the heads of your markets, clients, partners and social networks to determine how you should best leverage social media to meet your business goals. I will give you the ingredients, it is up to you to put them together and bake the bread.
- I want to make one thing very clear; there is no such thing as a perfect template for a social media plan. With social media, as with your brand, you can’t squeeze a square peg into a round hole. Each social media plan is as unique as the brand it is developed for. Today, I am not giving you a template. Instead, I will help you identify the questions you need to answer to develop your very own, one of a kind strategy.
- Do your own research on how to best leverage social media to meet business goals and objectives. Social media should be an extension of your marketing. It should be integrated into everything you do from an event to an email blast. Social media is not a band-aid for a broken business or a magic carpet to get you out of trouble. It is simply another tool for you to use to communicate with a broader audience than you would be able to do otherwise.
- Do your own research on how to best leverage social media to meet business goals and objectives. Social media should be an extension of your marketing. It should be integrated into everything you do from an event to an email blast. Social media is not a band-aid for a broken business or a magic carpet to get you out of trouble. It is simply another tool for you to use to communicate with a broader audience than you would be able to do otherwise.
- Learning about what your competition is doing in social media is a great way to learn how to do it better.
- Questions you should be able to answer based on the previous slides: On handling negativity: platforms like blogs, social networks and videos allow for negative comments and some company cultures just aren’t ready to engage with those opinions. If this is the case with your company, keep that in mind because it will impact your overall strategy.
- Do you already have existing content that can be repurposed for the web and social media? Just remember, social media is not just another advertising channel, old-school product messages will likely lead your brand to a slow and painful death.
- If there was a most important section of this workshop, this is it! Take the time to set goals and objectives. This is business and marketing 101 people! You’ve taken the time to plan and get to know your audience, and found cool stuff to share with them. Now invest in building real and meaningful social relationships.
- What if your strategy is essentially, a diet? What would be the goal? The goal in this case might be weight loss, muscle growth, cholesterol reduction, allergy aversion. See how it’s not one-size-fits all? Before you know which diet to start, you need to know the goal. In some cases, the goal is just too much to bite off at one time. When this happens, don’t be afraid to break them down into short-term, mid-term, and long-term goals, and some may be short term. And finally, if you’re not measuring the effort to reach your goals, how can you be sure you’re getting there. Measuring the effectiveness of your efforts is vital to knowing you’re making progress. Remember that diets (strategies) often need adjusting along the way. It’s measurements that tell us this.
- Make sure you tie what you're doing to revenue growth, customer acquisition and retention, increased profitability or some other top-level business goal. Too many companies approach social media marketing as a series of disconnected campaigns without coordination, overall strategy or specific outcomes defined. It's no wonder many of those efforts fail to deliver expected results.
- If you don’t have the skills and knowledge of social media internally, hire the agency or consultant to help you integrate social media into your business. Be sure that they understand integrated marketing, the importance of setting goals and objectives and can help you develop and execute a plan to meet yours! Refuse to accept a list of random acts of social media (RAMs). If the plan is not integrated then the RAMs will eat your ROI for breakfast, lunch and dinner!
- To start, your plan should include information about everything we have talked about so far. In addition to that information, also consider the following.
- Don’t feel like you absolutely HAVE to send out messages every day. If you don’t have something useful to say, don’t say anything at all.
- This is vital to the long-term success of your social media program
- Execute the integrated marketing, social media and business plan
- Continuously analyze, measure and refine your approach, strategies and tactics based upon achievement to goals and objectives.
- But the process is there. I’ve identified a goal: “I want more people to attend our shows.” I’ve laid out a few strategies: “put info about our show in more places.” And I have a few ideas how to measure: “in-line survey, and web links.”
- There is no such thing as a magic social media strategy. There is no one best template to follow. There is no one out there who is doing this perfectly. The only way to do social media is the way that works for you and your business. Find what works for you and you will find success.