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Six Steps to a Social Media Strategyaka “What does a social media strategy look like?”,[object Object],Neicole M. CrepeauOnline Strategist,[object Object],Website, mobile & social media design specialists,[object Object]
We constantly hear the term social media strategy.,[object Object],			But what does one 			look like?,[object Object]
Example: Table of Contents,[object Object],Executive Summary,[object Object],Goals, Strategy, and Success Criteria,[object Object],	Detailed Criteria and Interim Measures,[object Object],	Suggested measurement processes,[object Object],Tactical Plan ,[object Object],	Phase 1 Tasks,[object Object],	Phase 2 Tasks,[object Object],	Phase 3 Tasks,[object Object],	…,[object Object],Tools and Processes,[object Object],	Getting Your Facebook Vanity URL,[object Object],	Creating your Badges,[object Object],	Day to Day Social Media Work,[object Object],	Posting/Tweeting,[object Object],	General Monitoring, Measuring, and Reporting,[object Object],		Daily Measurement Tasks,[object Object],		Weekly Measurement Tasks,[object Object],		Monthly Measurement Tasks,[object Object],		Quarterly Measurement Tasks,[object Object],Social Network Guidelines,[object Object],	Demographic Data,[object Object],	Content Recommendations,[object Object]
Example: Section,[object Object]
The strategy is a living ,[object Object],document—built to change.,[object Object]
You can plan,,[object Object],you can shape the environment, ,[object Object],but you can’t control,[object Object],the outcome.,[object Object]
To start,,[object Object],assess your current status.,[object Object],Even if you aren’t doing ,[object Object],social media, yet:,[object Object],Where are your customers? ,[object Object],Where are you?,[object Object],What’s being said?,[object Object]
Step 1:Define Your Goals,[object Object]
Your goals are,[object Object],business goals.,[object Object],What do you hope to achieve using social media?,[object Object]
Define up to four,[object Object],discrete goals. For example:,[object Object],Drive new registrations,[object Object],Get partners to regularly provide end-user technical content,[object Object],Get users to provide customer support to one another,[object Object]
Make your goals:,[object Object],Business-focused,[object Object],Action-oriented,[object Object],Measurable,[object Object],Succinct,[object Object]
If you can’t get a goal to ,[object Object],	one, ,[object Object],		action-oriented line, ,[object Object],it’s too fuzzy,[object Object],or notgranularenough.,[object Object]
Step 2:Define Success Criteria,[object Object]
Success criteria are a criticalcomponent.,[object Object],They validate goals & drive decisions,[object Object],about measures, tools, and processes.,[object Object]
Success criteria should:,[object Object],Define a timeframe,[object Object],Be measurable,[object Object],Include specific values,[object Object],Support a single goal,[object Object]
Examples:,[object Object],Six months post-launch of the social strategy, 10% of our new registrations can be traced back to the social channels we are working in.,[object Object],One year after launch, partners are posting an average of twelve articles a month on the wiki.,[object Object],One year after launch, the articles posted on the wiki receive an average three star (out of four) rating from customers.,[object Object]
Step 3:Create a High-Level Strategy,[object Object]
This is the part consultants get paid for. ,[object Object],Why?,[object Object],It’s not easy to do…and requires specific knowledge and skills.,[object Object]
Knowledge about social media and the various social networks.,[object Object]
Marketing skills.,[object Object]
An understanding of your business.,[object Object]
Out of the box, creative thinking.,[object Object]
List five to ten bullets.,[object Object],Action-oriented.,[object Object],Create enough bullets to cover the goal from beginning to end.,[object Object]
Example strategy for the goalDrive new event registrations:,[object Object],Gain social followers from existing online customers,[object Object],Provide valuable, timely event information through social channels,[object Object],Provide financial incentives to social users who register for events,[object Object],Provide incentives for existing customers to promote us online/share info from us with friends/followers,[object Object],Make it easy for new leads to connect socially,[object Object],Participate in communities/subgroups where target customers are  ,[object Object],Provide social places for existing and potential customers to discuss events/shows ,[object Object],Promote awareness among target customers of the event info available through our social channels ,[object Object]
Step 4:Create the Tactical Plan,[object Object]
Now, merge your strategiesinto one, uber-strategy,[object Object],delete any duplicate items,[object Object]
Order the strategy,[object Object],logically,[object Object],and chronologically.,[object Object],Break the strategy into phases,[object Object]
Example strategy phases:,[object Object]
Connect online,[object Object],Example strategy for a phase:,[object Object],[object Object]
Provide valuable, timely event information through social channels
Provide financial incentives to social users who register for events
Provide incentives for existing customers to promote us online/share info from us with friends/followers,[object Object]
What do you need to dofirst?,[object Object],What doyou need to do next?,[object Object]
Need more information? Get it.,[object Object]
Need to make decisions? Make them.,[object Object],Or at least plan for making them.,[object Object]
Be specific.,[object Object],Be detailed.,[object Object],Capture everything. ,[object Object]
As you create the tactical plan,,[object Object],hone your strategy.,[object Object],Change it as needed.,[object Object],Click here to see guidelines for building the tactical plan,[object Object]
Step 5:Define Interim Measures,[object Object]
The hardest part is done.,[object Object],But there’s still more work.,[object Object]
Look at your success criteria,[object Object],and your tactical plan,[object Object],How will you know if you’re on track?,[object Object]
For each goal,,[object Object],create interim measures,[object Object],add measures for tactics, too.,[object Object]
Interim measures should:,[object Object],Be specific,[object Object],		Have a timeframe,[object Object],Click here to see guidelines for interim measures,[object Object]
Example interim measures:,[object Object],Low-cost method: On a weekly basis, measure @’s mentioning our account and of other mentions, plus the number of new followers gained that week. Monthly, look for trends to find correlations between the number of mentions and follower gain. After three months, use the data to estimate the acquisition rate through existing followers.,[object Object],High-cost method: On a weekly basis, track @’s and mentions by existing followers of our account, including the date they occurred. On a daily basis, track new followers of our account, including the date the become followers and who they are following at that time.  Monthly, compile a list of the new followers who were following one of our existing followers upon acquisition, and where the existing follower mentioned us within two days of the new follower joining. Count this a follower acquisition via an existing follower. (Using this method, we could also do a deeper analysis to determine which of our followers is most influential in helping to acquire new followers.) ,[object Object]
Step 6:List Tools & Processes,[object Object]
What do you need,[object Object],in order to execute your strategy?,[object Object],Tools and processes.,[object Object]
Review your success criteria and interim measures.,[object Object],What tools will you need to do these measurements?,[object Object]
Review your tactical plan.,[object Object],What tools will you need to implement it?,[object Object],What processes?,[object Object]
Create a requirements document for your tools,,[object Object],Research tools.,[object Object],Pick them.,[object Object]
Create a list of,[object Object],Daily,[object Object],	Weekly,[object Object],	Monthly,[object Object],	Quarterly,[object Object],measurement tasks,[object Object]
Ta da!,[object Object],Seem like a lot of work?,[object Object],It is.,[object Object]

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Six Steps to a Social Media Strategy

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