Traditional marketing channels are becoming less effective in capturing and engaging the attention of today’s perpetually connected consumers.
The challenge of today’s brands is to adapt their marketing strategies in an effort to build brand advantage in the face of consumers’ rapidly changing media consumption landscape.
In addition, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider on-line advertising to be credible.
Branded content will allow brands to meet this challenge, building a trusted, remarkable, unmistakable, and essential brand in the eye of the consumer.
2. Enterprise Marketing, State Farm
Insurance
Huonks.com
Linkedin/in/bkhuonker
Twitter.com/bkhuonker
@Midwest Social Media Conference
atMidwest.com
BRIAN HUONKER, MS, CHFC, CLU
3. Traditional marketing channels are becoming less
effective in capturing and engaging the attention of
today’s perpetually connected consumers.
The challenge of today’s brands is to adapt their
marketing strategies in an effort to build brand
advantage in the face of consumers’ rapidly changing
media consumption landscape.
In addition, today’s millennial generation does not trust
traditional advertisements, only 6% of millennials
consider on-line advertising to be credible.
Branded content will allow brands to meet this
challenge, building a trusted, remarkable,
unmistakable, and essential brand in the eye of the
consumer.
Social Media Strategic Planning
4. Social Media Strategic Planning
People share
stories that:
Are native, not
deceptive
Are individual, and
ready to evolve
Deliver on emotion
Reserve judgment
Act like the locals
5. Social Media Strategic Planning
Stories that help
customers
Solve a problem
Escape for the
moment
Fuel their creativity
and play
Spotlight pop culture
Discover new things
Succeed
6. Social Media Strategic Planning
Step 1. Set your
social media
goals/objectives.
What do you want to
achieve with social
media?
Do your social media
objectives align with
your overall company
vision, mission and
marketing strategy
Are your objectives
S.M.A.R.T: specific,
measurable, attainable,
relevant, and time-
bound?
7. Social Media Strategic Planning
Step 2: Audit your
current social media
status.
What social profiles do
you currently manage?
Which social media
platforms do you want to
participate in.
Is control over the
passwords centralized?
Should any accounts be
deleted?
What is the mission
statement of each of
your social profiles?
8. Social Media Strategic Planning
Step 3: Create or
improve your
social media
profiles.
Are your profiles
filled out properly
and thoroughly?
Are all of the
accounts and
profiles on brand?
Would a new visitor
follow me after
seeing this profile?
9. Social Media Strategic Planning
Step 4: Develop your content strategy.
What types of content do you want to post to each social network? Who
is the target audience?
How often will you post content and how will you promote it
Do you have an editorial calendar and a social media content calendar?
10. Social Media Strategic Planning
Step 5: Define What
Success Means, Short
and Long-Term.
Are people sharing the
content with their
networks? Metrics:
Number of shares,
number of Tweets,
number of Pins, etc.
Is your audience
interested in learning
more? Metrics:
Requests for additional
information, completion
of content forms, traffic
to your site.
11. Social Media Strategic Planning
Step 5: Define What
Success Means, Short
and Long-Term.
Are people sharing the
content with their
networks? Metrics:
Number of shares,
number of Tweets,
number of Pins, etc.
Is your audience
interested in learning
more? Metrics:
Requests for additional
information, completion
of content forms, traffic
to your site.
12. Social Media Strategic Planning
Step 5: Define What
Success Means, Short and
Long-Term.
Is the audience engaging
with the content? Metrics:
number of comments, shares,
downloads, likes along side
time on page, pages per
visits, repeat visits
What sources are driving
your on-site traffic? Metrics:
Keyword performance,
referrals, organic search
results, campaign traffic
Or other
consumption/brand metrics
like:
Increase in conversions
Increase in organic traffic to
targeted digital
Increase in audience
engagement
13. Social Media Strategic Planning
Step 6. Prepare to
Monitoring your social
media channels.
See complaints and address
them immediately
Share the compliments (with
a simple “Thank You”)
Help solve customer
problems (and let others see)
Answer questions
Know what’s next
Manage crisis (before they
escalate)
Monitor the competition
Spot the trends
Discover your influencers
(brand advocates)
Reach potential prospects
14. Social Media Strategic Planning
Step 7: Use analytics to track progress
and adjust your strategy as need.
Have you established the metrics by which
you'll measure social media success?
Do you have an analytics or measurement
tool prepared to track these metrics?
How often will you analyze your results?
Are you prepared to quickly change your
strategy in response to these results?