Social Media Strategy Overview for participants on Google's We are Squared digital education programme 2014.

1. Social Media for Agencies and Brands
#WeAreSquared
@TiffanyStJames

2. Hello!
Tiffany St James
Social Media Strategist
@TiffanyStJames

3. Social vs traditional media
@TiffanyStJames

4. 1) Power in lobbyists and consumer hands
…so have a social media crisis plan
@TiffanyStJames

5. 2) The indelible record of messing up in public
…so have guidance, train staff and
plan for, and mitigate errors
@TiffanyStJames

6. 3) Twitter is the newswire
The visualization replays the
spread of earthquake related
Tweets across North
America, from the moment
the epicentre hit Mineral
Virginia (1:51PM) on August
23rd 2011.
…so be plugged in to what people are
saying about your brand and your industry
@TiffanyStJames

7. 4) …and you might not like what it says
http://thisisnotaninsight.tumblr.com/
@TiffanyStJames

8. 4) …and you might not like what it says
http://thisisnotaninsight.tumblr.com/
@TiffanyStJames

9. 4) …and you might not like what it says
http://thisisnotaninsight.tumblr.com/
@TiffanyStJames

10. 4) …and you might not like what it says
http://thisisnotaninsight.tumblr.com/
…so add value
@TiffanyStJames

11. 5) Listen and optimise
Listen with intent and act swiftly
@TiffanyStJames

12. 6) Trust has changed
Edelman Trust Barometer 2014 here
@TiffanyStJames

13. Social Media Strategy
@TiffanyStJames

14. Key UK Platforms
15m
31m
10m
2m
@TiffanyStJames

15. Revenue by social media UK
Source http://bit.ly/1l03fAH
@TiffanyStJames

16. Purpose of Social Media
Source @JeremyWaite
@TiffanyStJames

17. Source : Advanced Human Technologies
@TiffanyStJames

18. Informing your social business strategy…
Digital
Strategy
Business
Objectives
•Current
social
footprint
•What works
Your
Business
Competition
Other
Industries
Similar
Industry
Current
KPIs
•Best Practice
•Benchmark
What social can deliver for
the business
What social
CAN deliver
for the
business
What social IS
delivering for you,
for your competitors,
and industry
What people
and tech
capabilities
DO you have
@TiffanyStJames

19. Be really clear on your objectives
PR
To build an engaged community fan
base of up to 5000 by May 2014.
Direct Sales
Design offers to drive 10% sales
through Facebook by Q2.
@TiffanyStJames

20. Social Media Marketing and Engagement
@TiffanyStJames

21. UK Top Performing brands on Facebook
Source: http://www.socialbakers.com/
@TiffanyStJames

22. UK Top Performing brands on Twitter
Source: http://www.socialbakers.com/
@TiffanyStJames

23. 1) Give content with context
@TiffanyStJames

24. 2) Have a posting strategy
1. Build an events calendar
o
New Attractions
o
Celebrity Guests
o
National Events
o
Ticket Promotions
2. Develop a content routine
(e.g. Thursday is Trivia day)
3. Push promotions with links
4. Work out where countdowns
can create buzz
5. Identify where you can run
giveaways
@TiffanyStJames

25. 3) Encourage UGC in offers, make it easy
1. Quick way to generate
engagement
2. Make offer exclusive to
social
3. Make prize desirable
4. Make it easy to enter
5. Incorporate usergenerated-content
(UGC)
6. Leverage bespoke
creative (sub brand)
7. Make sure you adhere
to FB policy (it changes!)
@TiffanyStJames

26. 4) Have a content strategy
1. Consistently create new content
2. Mix up your media
3. Content = engaging + valuable +
relevant (fun!)
4. Encourage and promote UGC
5. Post bespoke visually appealing
content (stands out in feeds)
6. Post industry content
(e.g. Feature the World’s best rides)
7. Ask questions to drive engagement
@TiffanyStJames

27. 5) Measure what works, use, measure again
1. Minimise barriers to entry
2. Support links with strong
creative
3. Strong Calls To Action (CTA)
e.g. Listen live, Buy now
4. Use shortcode (bit.ly) to track
conversions
5. Customise shortcodes for
brand consistency
6. Track everything using your
chosen analytics tools
@TiffanyStJames

28. 6) Mix media & platform, Popular dates
•
Encourage crossplatform engagement
•
•
Leverage offline events
Customise to fit brand
•
•
Mix up media offerings
Use relevant hash tags
@TiffanyStJames

29. What action are you trying to achieve?
Facilitate
action
Raise
awareness
Provide
solutions
Combat
disengagement
Maintenance
Action
Increase
relevance
Preparation
Contemplation
Pre-contemplation
Reinforce
Maintain
Generate
advocacy
Peer feedback
Prochaska and DiClimente
@TiffanyStJames

30. Sometimes you’ll need to be two-faced
Be a pedant
for analytics
Love your
customers
@TiffanyStJames

31. Surprise and delight your customers
People will forget what you said,
people will forget what you did,
but people will never forget how
you made them feel.
- Maya Angelou
@TiffanyStJames

32. Thank you!
Tiffany St James
Social Media Strategist
tiffany@stimulationltd.co.uk
http://tiffanystjames.com
http://bit.ly/tiffanybio
TiffanyStJames on:
@TiffanyStJames

33. Embedding digital and social media capability in organisations