The document discusses the relevance of social media in today's world and how it impacts businesses. It states that customers, clients, and collaborators are all on social media, with 90% of small businesses using social media. It explains that social media impacts every aspect of growing a business, including strategy and listening, content and channel strategy, measuring success, and response management. The document then asks questions about how well the reader knows their own brand, consumer, and which social media channels would be best for their business.

1. 2nd Floor

2. W H AT I S T H E R E L E VA N C E O F S O C I A L
M E D I A I N T O D AY ’ S W O R L D ?

3. identifying

4. a

5. need
creating

6. a

7. product

8. or

9. service
packaging

10. and

11. positioning

12. it

13.
pricing

14. it

15.
promoting

16. it

17. and

18. making

19. it

20. available

23. H O W D O E S T H I S I M PA C T Y O U ?

24. A L L Y O U R C U S T O M E R S , C L I E N T S A N D
C O L L A B O R AT O R S A R E O N S O C I A L
M E D I A .

25. from

26. broadcast to

27. conversation

28. 9 0 % O F A L L S M A L L B U S I N E S S E S
T O D AY A R E O N S O C I A L M E D I A .
I N C R E A S E S A C C E S S I B I L I T Y | R E D U C E S C O S T O F R E A C H | I N C R E A S E S E N G A G E M E N T

29. Strategy
Listening
I M PA C T S E V E RY A S P E C T O F G R O W I N G A
B U S I N E S S
Content
Channel Strategy
Measuring
Success
Response
Management

30. Content
Channel Strategy
Measuring
Success
Response
Management
Strategy
Listening
I M PA C T S E V E RY A S P E C T O F G R O W I N G A
B U S I N E S S

31. H O W W E L L D O Y O U
K N O W Y O U R O W N
B R A N D ?

32. • Where do you see it going? !
• Why did you create it? !
• Do you have an exit plan? !
• What purpose does it serve?!
• Who is the competition?!
• Who is the customer?!
• What is the personality of the brand?!
• Is it local or could it be global?
D E F I N I N G Y O U R B R A N D A N D B U S I N E S S

33. Describe the market, growth and
competition.
COMPETITION
What is the business opportunity for your brand
- do you want to target a specific geography /
customer type? What do you want to offer them?
BRAND OPPORTUNITY
The unique positioning your brand has for
the selected audience
COMMUNICATION TASK
Demographic and Psychographic
description of your audience.Their state of
mind and what you’re looking for.
TARGET AUDIENCE
The honest human consumer need which
your brand can fill.
CONSUMER INSIGHT
The tangible attributes of your product /
service
FUNCTIONAL BENEFIT OF THE BRAND
How does it make the consumer feel?
EMOTIONAL BENEFIT OF THE BRAND
What is the compelling reason that makes your
brand or service believable - could be expertise /
heritage / qualification / sourcing / technology etc.
REASON TO BELIEVE
If you met your brand at a cocktail party - how
would you describe them?The adjectives you use
here help define the brand tone and imagery
BRAND PERSONALITY
C R E AT E A B R A N D D O C U M E N T

34. H O W W E L L D O Y O U
K N O W Y O U R
C O N S U M E R ?

35. CONSUMER

36. PORTRAIT

38. NOW, YOUR ONLINE GOALS
• Drive traffic to website!
• Online Sales!
• Event Publicity!
• Offline Sales!
• Video Views!
• Influencer!
• Link Clicks!
• Referrals

39. O N C E O N L I N E G O A L S
A R E C R E AT E D , U S E
O N L I N E L I S T E N I N G
T O VA L I D AT E
D E M A N D A N D
M A R K E T S I Z E
( A N D C H E C K O U T
C O M P E T I T I O N )

40. WHAT

41. TO

42. LISTEN

43. TO
COMPETITOR PAGES INDUSTRY PUBLICATIONS BLOGS
Don’t just read their posts - Also read the
comments, reviews and engage with the
page to see how they manage your
requests
For B2B businesses, understand the latest
buzzwords in business and start using them
in your content
CONVERSATIONS
When do consumers mention your brand
or your competition? What is the context?
YOUR CONSUMER
What pages do your clients like? What
do they engage with on social media?

44. CONSUMER

45. PORTRAIT

46.
Free Tools: Facebook, Linkedin, Talk to people!

47. How does the
consumer search?
Analyze search terms on your brand and service on google / social media to see how
consumers search for what they need. This is a great exercise for improving your site
searchability as well!
IDENTIFY

48. THE

49. ONLINE

50. NEEDS

51. OF

52. THE

53. CONSUMER

54. AND

55. WHERE

56. YOUR

57. BRAND

58. CAN

59. ADDRESS

60. THEM
Free Tools: KEYWORD.IO

61. Where is the
consumer likely to
consume this?
Identify long term content platforms where the consumer is most likely to consume
such content; websites, apps, social media networks, specific apps etc.
IDENTIFY

62. THE

63. ONLINE

64. NEEDS

65. OF

66. THE

67. CONSUMER

68. AND

69. WHERE

70. YOUR

71. BRAND

72. CAN

73. ADDRESS

74. THEM

75. Who is the consumer
likely to trust?
The brand? A blogger? A celebrity? Someone like herself? This defines the approach
towards building content and making partnerships.
IDENTIFY

76. THE

77. ONLINE

78. NEEDS

79. OF

80. THE

81. CONSUMER

82. AND

83. WHERE

84. YOUR

85. BRAND

86. CAN

87. ADDRESS

88. THEM

89. HOW

90. TO

91. LISTEN
KEYWORDS HASHTAGS
Free Tools: Hashatit / Likelyzer / SocialMention / Social Searcher / ‘Follow’ button of a page or a person / Page Search

92. Content
Channel Strategy
Measuring
Success
Response
Management
Strategy
Listening
I M PA C T S E V E RY A S P E C T O F G R O W I N G A
B U S I N E S S

93. W H AT C H A N N E L S H O U L D Y O U U S E F O R Y O U R
B U S I N E S S ?

94. W H AT C H A N N E L S H O U L D Y O U U S E F O R Y O U R
B U S I N E S S ?
• Audience between 16-60 years of age
• Lifestyle / fashion / community brands
• Very low organic reach - advertising driven platform

95. W H AT C H A N N E L S H O U L D Y O U U S E F O R Y O U R
B U S I N E S S ?
• Audience between 16-35 years of age
• News focused / content sites / influencer relations
• Less relevant in HK

96. W H AT C H A N N E L S H O U L D Y O U U S E F O R Y O U R
B U S I N E S S ?
• Professionals between 25-55 years of age
• Services for professionals / corporates / employee /
employers
• Building connections with potential collaborators

97. W H AT C H A N N E L S H O U L D Y O U U S E F O R Y O U R
B U S I N E S S ?
• Small communities focused on lifestyle / fashion
• For known audience only - cannot be used to target a
wider audience
• Too much communication can make it “spammy”

98. W H AT C H A N N E L S H O U L D Y O U U S E F O R Y O U R
B U S I N E S S ?
• For visual brands - for food / fashion / travel / startups /
inspiration
• For people aged 16-25
• Hashtag focus

99. W H AT C H A N N E L S H O U L D Y O U U S E F O R Y O U R
B U S I N E S S ?
• For building communities and selling in China
• Less relevant in other parts of the world
• Mandarin / Cantonese most successful here

100. What the
brand
wants to
say
What the
consumer is
interested in
talking
about
C O N T E N T S T R AT E G Y

101. QUICK SIMPLE
RECIPES
NUTRITION IN
EVERYDAY FOOD
RECIPES FOR KIDS
FOOD FAMILY FUN
BALANCING WORK
AND HOME
+ =
EVERYDAY SPECIAL
MEALS
U S E T H E S E T O G E N E R AT E C O N T E N T T O P I C S
Should be a combination of “seekable” and “snackable” content. Keep it light, relevant and engaging.

102. C R E AT I N G E F F E C T I V E C O N T E N T F O R E A C H
C H A N N E L
Don’t forget to give credit when you share content from another page / person by tagging them using @ before
their name or page name

103. C R E AT I N G B E A U T I F U L C O N T E N T
Free Tools: Canva (Limited free use)

104. C R E AT I N G B E A U T I F U L C O N T E N T
Free Tools: iMovie / Windows Movie Maker / Biteable (for video)

105. C R E AT I N G B E A U T I F U L C O N T E N T
Free Tools: Giphy (for memes)

106. T O P T I P S F O R C R E AT I N G C O N T E N T

108. C R E AT E A PA G E F O R Y O U R B U S I N E S S
• KEEP PERSONAL AWAY
FROM PROFESSIONAL
• ADD YOUR FRIENDS TO
LIKE THE PAGE
• NOT A MUST HAVE BUT
GREAT AS YOU GROW

109. D E S I G N I N G A B U S I N E S S PA G E

110. P R O M O T I N G A B U S I N E S S PA G E
INVITE FRIENDS PROMOTE PAGE

111. P O S T R E L E VA N T C O N T E N T T O T H E R I G H T
A U D I E N C E
Free Segmentation: While composing a post - you can select the audience who can see it

112. SOCIAL

113. MEDIA

114. SEGMENTATION

115. -

116. PAID
SEGMENT BASIS
INTERESTS, LOCATION,
AGE AND OTHER
PARAMETERS

117. CREATE

118. GROUPS

119.
You may chose to create a group instead of a page if discussing common topics with a homogenous community

120. boosted post facebook ad
PROMOTE

121. CONTENT
boosted posts are easier to set up but ads offer more options for targeting and creating your ad.

123. Content
Channel Strategy
Measuring
Success
Response
Management
Strategy
Listening
I M PA C T S E V E RY A S P E C T O F G R O W I N G A
B U S I N E S S

125. Content
Channel Strategy
Measuring
Success
Response
Management
Strategy
Listening
I M PA C T S E V E RY A S P E C T O F G R O W I N G A
B U S I N E S S

126. CHAT
Automated responses can be set up on
most social media channels that help
people stay in touch with you even if you’re
offline
Don’t delete them, Peacefully suggest
alternatives and encourage the agitated user
to take the conversation “offline”
NEGATIVE COMMENTS
Don’t just like comments - instead
reply and tag for higher engagement
of your content
CONVERSE
Regularly check in with users on their
experience with your product /
service. Take feedback seriously and
talk about it on your platform
FOLLOW UP MAKE USERS THE HERO
Make the users / customers the hero
of your content by inviting them to
share their point of view
B E A U T H E N T I C A C C E S S I B L E