The document outlines a framework for using social media to effectively communicate with customers and build brand awareness. It covers selecting appropriate platforms, developing a social sharing plan, creating content, and engaging with customers while providing tools and resources for measurement and management. Additionally, it emphasizes the importance of responsiveness to customer feedback and reputational risk management in social media strategy.

2. WHAT WE WILL COVER & WHAT ACTIONS/ INSIGHTS YOU’LL LEAVE WITH
Identify the different social media platforms/ channels that can be used to
communicate with customers
Choose 1-2 social media platform(s) for your business to reach your
specific customer segments, start to create your social sharing plan &
learn how to create effective content
Understanding of social media as an effective tools to reach your target
customers and segments
Tools/ resources for business social media- marketing

3. Think about ‘getting the word out’ in these parts of the
canvas…
© Global Sisters 2018

4. Is there a reason why you selected the
social network/s that you did?
What do you want to accomplish?
What’s your biggest unanswered
question about social media?
Are you on
Social Media?
© Global Sisters 2018

5. GROUP DISCUSSION: Which of these platforms do you use for your
business marketing/ customer communication? What do you use it for?

6. Kate & Yasmin- Part 1

7. DISCUSSION: As a group, discuss and agree on which of the following are
the purpose of social media in business:
❑ Grow followers?
❑ Build audience of loyal fans?
❑ Post information and updates?
❑ Make sales?
❑ Distribute digital vouchers?
❑ Advertise?
❑ Communicate your brand?
❑ Listen to customers?
❑ Have digital visibility?
❑ Build a community of people who
do business with you, or one day may do business with you?

8. TAKE-AWAY ACTIVITY: Choose 1 social media platforms that is right for your
business & customers and create a page using your brand, created in Session
4. To do this, you will need:
❑ Business name & description
❑ Logo
❑ Header using your logo, brand colours or
brand images Tip: Use Canva to create the
header using templates

9. Who and where are they?
What do they care about?
What do they do for a job?
What do they like to follow?
What worries them?
What are their needs?
What questions do they ask?
Where do they get their
information from?
How do they make purchase
or spending decisions?
What social media content
works best for them?
Market
test
ideas
Reflect on session 2. Market Test Ideas. Where are you at in
identifying your target market and customer segments?

10. Build Brand
Awareness
Reduce
barriers to
buying
Create
Relationship
with
Customers
Convert
followers into
customers
© Global Sisters 2018

12. Google Analytics are tools to measure website, app, digital and offline data to
gain customer insights

13. Google Listings is a free service to get your business online!
NEXT STEPS: Global Sisters has a tutorial on SisterTribe for those wanting step-
by-step support to do their own Google Listing

14. Hootsuite is a tool to schedule your social media posts, track engagement and
communicate with your customers on multiple social media platforms. Hootsuite
also has promotional tools for your business.

15. Linktree is a tool specifically for Instagram so that your customers can be taken
straight to the “call to action” (ie read blog piece, shop a specific item, vote in a
competition etc)

18. To develop your marketing strategy,
identify your overarching
business goals, so that you can then
define a set of marketing
goals to support them.
Your business goals might include:
• increasing awareness of your products
and services
• selling more products from a certain
supplier
• reaching a new customer segment.

19. TAKE-AWAY ACTIVITY: Spend some time mapping out a social media plan* for
YOUR business.
•
•
•
*Adapted fromDonna Moritz from Socially Sorted

20. TAKE-AWAY ACTIVITY: Use templates for
the specific platform (ie Instagram) and
create batches of posts (ie all your quote
posts on the same brand colour background
and all the product image posts).
Tip: Use Canva templates as
they are already the right
dimensions

21. TAKE-AWAY ACTIVITY: Start creating your
social media content in “batches” in
advance of posting. Tip: Use Canva to create
your content

23. ACTIVITY: Spend some time thinking about your “get the
word out” strategy & social media plan- write your key
points on the canvas
© Global Sisters 2018

24. Social media is a great way to communicate
directly with your customers. But it also means
that they can communicate directly with you,
and your community.
Different reputational risk scenarios will require
different responses. t’s a good idea to think
through this before it happens.
DISCUSSION:
If you “get it wrong”, like did, how will
you respond? How will you learn from this
customer feedback?
If a follower or “troll” posts unwarranted public feedback, how will you respond? At
they receive offensive comments about their different sized models and
untouched images. As this is part of Modibodi’s core values, they ignore or remove
these comments. If someone attacks you/ your company online how will you respond?
TAKE-AWAY ACTIVITY: Identify what steps would need to be taken to respond to an
online reputational risk- ie what is your social media response strategy.

25. Check out the RESOURCES and BUZZ WORDS used in Session 7
and get a sneak look at the BUZZ WORDS we will be using in Session 8.
© Global Sisters 2018

26. © Global Sisters 2017