How To Power You
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The document outlines Karen Lee's workshop on powering a brand with social media. It discusses defining business objectives and aligning a social media strategy to achieve them. It also covers topics like identifying target audiences, stakeholders, content sources, and creating a content plan and calendar to map out a social media strategy. Metrics and best practices for content, publishing, and audience engagement are provided to help attendees develop an effective approach.
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How To Power You
- 1. HOW TO POWER YOUR BRAND WITH SOCIAL MEDIA WORKSHOP BY KAREN LEE KARENPOILEE@GMAIL.COM @KARENLEE
- 2. INTRODUCTION SName Position School Workshop Outcomes
- 3. Purpose Business objectives Social media strategy Organization Planning & Process Sources Calendar Workflow Content Strategy Content Types Workflow Creation Tools Analytics Best Practices TABLE OF CONTENTS
- 4. LIST KEY BUSINESS OBJECTIVES: ……………………………………………………… ……………………………………………………… ……………………………………………………… WHAT’S YOUR SOCIAL MEDIA OBJECTIVE? ……………………………………………………… ……………………………………………………… ……………………………………………………… ALIGN YOUR SOCIAL MEDIA STRATEGY WITH YOUR BUSINESS OBJECTIVES. ……………………………………………………… ……………………………………………………… ……………………………………………………… ……………………………………………………… ……………………………………………………… ……………………………………………………… ……………………………………………………… PURPOSE
- 5. DEFINE YOUR TARGET AUDIENCE DEMOGRAPHICS Gender Age Location TYPE Student/Alumni Staff/Faculty Market Size WANTS/NEEDS/ASPIRATIONS: ……………………………………………………… ……………………………………………………… ……………………………………………………… NOTES: PURPOSE
- 6. DEFINE YOUR ROLE ……………………………………………………… ……………………………………………………… ……………………………………………………… Draw an org chart of who you work within your department and across your organization: ORGANIZATION
- 7. IDENTIFY YOUR STAKEHOLDERS How does social media link to organizational, departmental or overall project goals? • Who are the key stakeholders? (individuals or groups) • What is the “win” for each? Stakeholder Win ORGANIZATION
- 8. WHO WILL BE ON YOUR SOCIAL MEDIA COMMITTEE? This group will regularly meet to support and provide feedback to your social media strategy, content, and campaigns. They will become social media advocates on your behalf inside and outside your organization. TEAM
- 9. IDENTIFY YOUR CONTENT SOURCES • Who is developing content? • What kind of content are they creating? • How often are they producing content? CONTENT SOURCE 1……………………………………. Content Type Frequency CONTENT SOURCE 2……………………………………. Content Type Frequency PLANNING & PROCESS
- 10. ANNUAL CALENDAR Take some topics & events you identified in your plan and plot them out. January February March [topic 1] [event 1] April May June July August September October November December PLANNING & PROCESS
- 11. MONTHLY CALENDAR Start to layout real deadlines and publish dates on a day-to-day basis. Include information such as theme, content type, author, etc. PLANNING & PROCESS
- 12. CONTENT CHANNELS AND FORMATS TEXT Short-Form • Web/email copy • Article • How-to’s • Q&As • Testimonials • Newsletter • Press release Long-Form • E-books • White papers • Case studies • Guides • Directories Micro-Form • Facebook posts • Tweets • Blog comments CONTENT GRAPHIC Graphic Illustrations • Infographics • Frameworks • Data Slide Presentations Photos, GIFs
- 13. LIST THE CONTENT TYPES & FREQUENCY FOR EACH SOCIAL PLATFORM. e.g. text, photo, image, blog post, article or video. Platform Content Type Frequency CONTENT
- 14. CONTENT
- 15. CONTENT
- 16. CONTENT
- 17. CONTENT
- 18. CONTENT
- 19. CONTENT
- 20. NATIVE TOOLS Facebook, Twitter TOOLS FREE TOOLS HootSuite, TweetDeck LOW-COST TOOLS Crowdbooster, Bufferapp, Basecamp, Dropbox ENTERPRISE TOOLS HootSuite, Socialflow, Kapost, Radian6, Box
- 21. • Social Media Metrics • Followers & Fans • Post Reach & Engagement • Target Audience Engagement • Demographic • Website Metrics • Page Views • Source Referrals • Goals & Conversions • Applications • Donations • Demographic • Technology Platform • Mobile ANALYTICS
- 22. LIST MONTHLY METRICS YOU WANT TO TRACK. Compare your metrics with your social media objectives. Social Media Metrics ……………………………………………………… ……………………………………………………… ……………………………………………………… ……………………………………………………… Website Metrics ……………………………………………………… ……………………………………………………… ……………………………………………………… ……………………………………………………… Other Metrics ……………………………………………………… ……………………………………………………… ANALYTICS
- 23. DEVELOPING A MARKETING PLAN TO GROW YOUR FANS AND FOLLOWERS. BEST PRACTICES
- 24. INTEGRATING SOCIAL MEDIA WITH YOUR WEBSITE. How do you encourage social sharing? How do you promote social media on your website? BEST PRACTICES
- 25. INTEGRATING SOCIAL MEDIA WITH YOUR EVENTS. How do you promote events? How do you engage attendees and your audience? How do you turn events into ever-green content? BEST PRACTICES
- 26. PUBLISHING CONTENT. What are the best days and times to publish your social content? BEST PRACTICES
- 27. MONITORING AND LISTENING TO YOUR AUDIENCE. How do you track brand or non- branded conversations or mentions? BEST PRACTICES
- 28. CONTENT TOPICS AND TYPES FOR EACH SOCIAL PLATFORM. How do you tailor your content based on audience demographics and interests? BEST PRACTICES
- 29. PAID SOCIAL MEDIA CAMPAIGNS. How do you extend the reach of your posts? How do you grow your audience? BEST PRACTICES
- 30. VISUAL STRATEGY. What is your visual strategy for Instagram? Pinterest? Facebook? Twitter? BEST PRACTICES
- 31. RUNNING EXPERIMENTS. How do you test copy, messaging or visuals? How do you know what works or doesn’t work? BEST PRACTICES
- 32. EVOLVING YOUR STRATEGY. Do you create review cycles for each platform? How do you define platform success? BEST PRACTICES