This document provides a social media strategy outline with the following key points: 1. It outlines the main steps to developing an effective social media strategy, including setting goals, designing an engaging presence, promoting your pages, creating and sharing content, and engaging with followers. 2. It emphasizes starting with defining clear goals and understanding your target audience. 3. It also stresses regularly creating and sharing different types of content, actively engaging with followers by asking questions and interacting, and using metrics to measure progress towards goals.

1. Social Media Strategy
Getting somewhere you want to go

2. Overview
Strategy steps
Exercises
Tools

3. Strategy Steps
Goal – what do you want to achieve
Design – how does the design communicate the
goal
Promote Existence of – how will you tell people
where you are on the web
Content – what are you willing to share, how will
you get it shared
Engage – when people show up, what will you
do
Metrics – how will you measure success

4. Goal
What do you want to achieve?
Who do you want to interact with?
How long a commitment are you willing to
make?
Hint: this is not a sprint
What budget do you have?
Exercise #1

5. Design
What platform will you use – Facebook, blog,etc
Each platform has a different time commitment
Each has a different engagement potential
Each has a different content requirement
Choose the best for you to start
How will the design convey “you”?
Who will build out the platform?
You
Hire it

6. Promote Existence
Promotion = telling people where you are
Not “promotions” generating sales
How will you tell people where to find you
What other tools will you use
Blogs
Signage
Website links
Business cards
Other Facebook Pages

10. Content
What will you focus on?
What are fans interested in
How much content is yours, how much is from
other sources?
What other sources?
What are you willing to share?
How often will you share?
What form will content take?
Pics
Notes – written text
Videos

11. Exercise #2 Finding Content
Magazines in the salon
Blogs
New stories
Product news – new nail polish colors
YouTube
Flicker or Picasa for photos
Popular events and ask for guesses, predictions
or opinions
Grammys, Oscars, Final Four, Memorial Day
“I’m in a funk, I want vacation. If you could go
anywhere, where would you head?”

12. Engage
When people show up, what will you do?
How will you know they showed up?
Who gets a comment?
Who will do your commenting?
How do you handle criticism?
On the platform
Internally sharing so you can learn
How is the community expected to behave?
Where are those rules?

13. Exercise #3
Posting to Invite Engagement

14. Engagement

17. How could you change the question to be about a
conversation you’re going to have?
•With a vendor
•With your landlord
•With your web designer

18. Exercise #4
Goal: to cause comments

19. Metric
How will you measure progress toward the goal
What internal indicators to track

20. Metrics
Direct and Indirect
Direct – Fan count, daily sales revenue
Indirect – things that lead up to the above
What indicators signal progress
Views of map to your location
Views of your store hours
Phone call volume
Open rate of emails
Engagement level
View of gallery/photos coming from XX source
Design conversations
Sketches

21. How you show up matters
Do’s Don’t’s
Do be a friend Don’t be a crabby big-sister
Ask questions Preach
Interact Beg
Laugh Sell
Post regularly Be long-winded
Check for comments daily Overwhelm
Be helpful Lash out
Have standards Chastise

22. Thank You
Presented by:
Carla Bobka
carlabobka@carlabobk.com
http://carlabobka.com