SlideShare ist ein Scribd-Unternehmen logo
1 von 50
Downloaden Sie, um offline zu lesen
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]

Weitere ähnliche Inhalte

Kürzlich hochgeladen

MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 

Kürzlich hochgeladen (20)

MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 

Six Steps to a Social Media Strategy

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30. Provide valuable, timely event information through social channels
  • 31. Provide financial incentives to social users who register for events
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52.