- How to develop a Social Media Strategy - Best Practice (Facebook - twitter - Instagram - YouTube) - Helpful websites & tools

1. Social Media Strategy and BP

2. Day 1

3. Social Media Strategy Framework
1. Situational Analysis
2. Identify your Target Audience
3. Set Objectives
4. Brand Personality
5. Content Strategy
6. Execute
7. Report

4. Social Media Strategy Framework
1. Situational Analysis
 Digital Scene
 Company Analysis
 Customer Analysis
 Competitor Analysis
Where are we now?

5. Social Media Strategy Framework
Situational Analysis > Digital Scene
 Digital Scene
Sources Digital Media Science http://www.slideshare.net/Nhesham/social-and-digital-media-landscape-2014-top-trends-in-the-middle-east-and-north-africa-region-mena-2014-report?related=2
We Are Social http://www.slideshare.net/wearesocialsg/social-digital-mobile-in-the-middle-east-north-africa-turkey?related=1

6. Social Media Strategy Framework
Situational Analysis > Company Analysis
 Company Analysis
1. Goal performance
2. SWOT analysis
3. Brand perception
4. Internal capabilities and resources
5. Reach and influence KPIs
Share of voice - Sentiment
6. Content and engagement KPIs
Network size and growth - Content type and format - Social sharing - Engagement rate –
Response rate

7. Social Media Strategy Framework
Situational Analysis > Customer Analysis
 Customer Analysis
1. Who are they - demographics, psychographics,
behavioral?
2. How do they interact with the brand?
3. which platforms they used most often?

8. Social Media Strategy Framework
Situational Analysis > Competitor Analysis
 Competitor Analysis
1. List your competitors
2. What is their activities online?
3. Reach and influence KPIs
Share of voice - Sentiment
4. Content and engagement KPIs
Network size and growth - Content type and format - Social sharing - Engagement rate -
Response rate

9. Social Media Strategy Framework
Target Audience
2. Target Segment
Sources SMDay 2015 - Digital Branding Workshop - Muhammad Omar - E3langi https://www.dropbox.com/sh/jfg5xgbe585pazz/AAD6q9Gz-oCFyCbF2uHVlg_Aa/SMDay%202015%20-
%20Digital%20Branding%20Workshop%20-%20Muhammad%20Omar.pdf?dl=0

10. Social Media Strategy Framework
Target Audience
2. Target Segment
1. Who are they - demographics, psychographics,
behavioral?
2. What do they want – their needs – why do they buy or
not buy?
3. How do they buy (online or offline or mixed mode)?
4. When do they buy?
5. How did they find us or our competitors?

11. Social Media Strategy Framework
Target Segment > Customer Persona
 Customer Persona
Karim is a 28 years old professional, renting in Cairo, single
and with a high disposable income. He has a keen interest in
football and supports a premiership football team. He likes
to display his support for his football club by every year,
buying the clubs latest replica shirt online.
Sources Digital Media Science http://www.slideshare.net/Nhesham/dms-effective-digital-strategyfinal?qid=658ff916-2a2a-4343-a8c2-4987106ab1f5&v=qf1&b=&from_search=6

12. Social Media Strategy Framework
Target Segment > Customer Persona
 Customer Persona
Karim is comfortable in ordering online and engaging with
social media to keep up to date with the latest football news
and football product launches.
As the World Cup provides the chance to showcase
international replica shirts, this provides Company X with
the chance to engage with Karim to make an additional
purchase of an international replica shirt as well as
purchasing his favorite club shirt.

13. Social Media Strategy Framework
Set Objectives
3. Set Objectives

14. Social Media Strategy Framework
Set Objectives
3. Set Objectives
1. Sell
2. Speak
3. Serve
4. Save
5. Sizzle
 Review Business Goals for Social Media Using The 5 Ss

15. Social Media Strategy Framework
Set Objectives > 5 Ss > Speak Goals
3. Set Objectives
1. lead Generation
2. Engagement
3. Increase Traffic
4. Increase Sales
5. Branding
Engagement: Increase Facebook page engagement rate to 10% in
the next 6 months

16. Social Media Strategy Framework
Brand Personality
4. Brand Personality

17. Social Media Strategy Framework
Brand Personality
4. Brand Personality
“Personality is the unique, authentic and talkable soul of
your brand that people can get passionate about.
Personality is not just about what you stand for, but how
you choose to communicate it. It is also the way to
reconnect your customers, partners, employees, and
influencers to the soul of your brand in the new social media
era.” (Bhargava, 2008)

18. Social Media Strategy Framework
Content Strategy > Key Questions
4. Content Strategy
1. What do our buyers really need to know about our
products, about information and anything relevant to
what we have to offer?
2. What’s the intersection between our expertise around
the products or services and the information or
entertainment needs of our consumer?
 Key questions to ask to help you develop a purpose for you content

19. Social Media Strategy Framework
Content Strategy > Media Mix
4. Content Strategy
 Media Mix
60%20%
20%
Facebook
Twitter
Instagram

20. Social Media Strategy Framework
Content Strategy > Content Type
4. Content Strategy
 Content Type
60%
10%
20%
20%
initiative activities Engagement Posts
Educational Posts Cultural & Religious Posts

21. Social Media Strategy Framework
Content Strategy > Content Type Example
4. Content Strategy
 Content Type Example

22. Social Media Strategy Framework
Content Strategy > Content Type Example
4. Content Strategy
 Content Type Example

23. Social Media Strategy Framework
Execute
5. Execute
1. Define your brand key messages
2. Create content and engagement ideas
3. Set your posting strategy
4. Create your content calendar scheme
5. Define your posting patterns
6. Start designing

24. Social Media Strategy Framework
Repost
5. Report
Based on your KPIs

25. Social Media Strategy Framework
Repost
Social Media Analytics
http://bit.ly/1MOKqxE

26. Day 2

27. Facebook Best Practices
https://www.facebook.com/business/
1. Making Posts More Effective & Having conversations
2. Facebook Insights
3. Introduction to advertising

28. Facebook Best Practices
Case Study
http://we.tl/08jtOb7Z0x http://http://bit.ly/1L2QlB1

29. Day 3

30. Facebook Best Practices
https://business.twitter.com/en-gb
1. How to create a content strategy
2. Twitter Analytics

31. YouTube Creators Playbook
https://www.youtube.com/yt/playbook/

32. Instagram for business
Instagram for Business

33. Tools to be used as a start
Online users behavior tools:
Consumer Barometer – Comscore – Google Keywords Tool – Google Trends
Social Media Analysis Tools:
Facebook Audience Insights - Quintly – Social Bakers – SimplyMeasured – Topsy – Keyhole – Tagboard – Tweetreach – SocialBro – Foller –
FollowerWonk – Sharegrab – Mention – Youtube Dashboard
Websites Analysis Tools:
Google Analytics – Google Trends – Effective Measure – Alexa – Similarweb – Clicky – MixPanel – OpenWebAnalytics – KissMetrics - Piwik
Reports / Case Studies:
Thinkwithgoogle – Facebook for Business
Sources SMDay 2015 - Digital Branding Workshop - Muhammad Omar - E3langi https://www.dropbox.com/sh/jfg5xgbe585pazz/AAD6q9Gz-oCFyCbF2uHVlg_Aa/SMDay%202015%20-
%20Digital%20Branding%20Workshop%20-%20Muhammad%20Omar.pdf?dl=0

34. Websites & Blogs
1. Social Media Examiner
2. Mashable – Social Media
3. Hubspot - Marketing
4. Salesforce – Marketing Cloud
5. Smart Insights
6. PR Smith
7. Convince and Convert
8. Social Media Today
9. JonLoomer.com
10. Mari Smith
11. ‫إعالنجي‬
12. Digital Media Science
13. SBKits: Social Business Kits
14. Social Media ‫بالعربي‬
15. School-Of-eMarketing
16. Digital Boom

35. Recommended Courses
1. Facebook Blueprint: Training Modules for advertising
2. HubSpot Inbound Marketing Certification - HubSpot Academy
3. Introduction to Marketing

36. If you have any questions
please don't hesitate to ask