3. It helps you expand your other marketing efforts.
It will help you build brand awareness.
It is one of the most powerful drivers for word of mouth.
You can use social media to attract buyers.
Why Have a Social Media Strategy?
4. 71%
of consumers who have had a good
social media service experience with a brand are
likely to recommend it to others.
SOURCE: NIELSEN
5. It helps you expand your other marketing efforts.
It will help you build brand awareness.
It is one of the most powerful drivers for word of mouth.
You can use social media to attract buyers.
Why Have a Social Media Strategy?
7. Example Buyer Persona:
Marketing Michelle
BACKGROUND:
• Manages a marketing department with 3-5
employees
• Married with a couple of children
• Been in her role for five years
IDENTIFIERS:
• Drives a modest vehicle
• Achiever
• Determined individual and a natural leader
• Stylish trend-setter
GOALS:
• Has high ambitions for her team
• Wants to exceed expectations for driving ROI
• Likes to be her own boss
CHALLENGES:
• Generating enough leads for the sales team
• Managing brand communications
• Looking for ways to streamline processes
• “I never feel like I have enough time.”
FAVORITE BRANDS
• Apple
• Sephora
• Volkswagen
• Zappos
FAVORITE WEBSITES
• Vanity Fair
• Fast Company
• Mashable
• AdWeek
DEMOGRAPHICS:
• Late 30s-early 40s
• Income $70K+
SPENDS ONLINE TIME ON
• Facebook
• Instagram
• Etsy
FAVORITE TECH
• Kindle
• iPhone
• Amazon Echo
• MacBook
• Fitbit
INTERESTS
• Pop music
• Romantic comedies
(movies & TV)
9. To be able to explain each social media channel.
To understand the impact of social listening and engagement.
To develop a content strategy for your social media plan.
To be able to identify ways that metrics are crucial to your success.
To integrate social media into your other inbound efforts.
To Build Your Social Media Strategy
You’ll Need:
13. • Facebook requires businesses to use a business page.
Facebook Business Page Benefits
14. • Facebook requires businesses to use a business page.
• Personal pages have a 5K friend limit while business pages can
have millions of followers.
Facebook Business Page Benefits
15. • Facebook requires businesses to use a business page.
• Personal pages have a 5K friend limit while business pages can
have millions of followers.
• Access to analytics (Insights).
Facebook Business Page Benefits
16. • Facebook requires businesses to use a business page.
• Personal pages have a 5K friend limit while business pages can
have millions of followers.
• Access to analytics (Insights).
• Ability to categorize company for search, add mission
statement, product catalog, awards, and give customers chance
to do reviews.
Facebook Business Page Benefits
17. • Facebook requires businesses to use a business page.
• Personal pages have a 5K friend limit while business pages can
have millions of followers.
• Access to analytics (Insights).
• Ability to categorize company for search, add mission
statement, product catalog, awards, and give customers chance
to do reviews.
• The most important reason is for advertising.
Facebook Business Page Benefits
18.
19. 300 hoursof video are uploaded to YouTube every minute.
SOURCE: FORTUNELORDS
20. 5 billionvideos are watched on YouTube every single day.
SOURCE: FORTUNELORDS
21. Approximately 20%
of the people who
start your video will
leave after the first 10
seconds.
FLICKR USER DON BURKETT
26. Engagement on
Instagram is:
10x higher than Facebook
54x higher than Pinterest
84x higher than Twitter
FLICKR USER DON BURKETT SOURCE: FORRESTER BLOG
29. TWITTER SAYS 80% OF THEIR
ADVERTISERS’ INBOUND
SOCIAL CUSTOMER SERVICE
REQUESTS HAPPEN
ON TWITTER.
30. 350,000hours of live video are streamed on Twitter every day.
SOURCE: OMNICORE AGENCY
31.
32. • Look up individuals you are meeting with.
Benefits of Using LinkedIn
33. • Look up individuals you are meeting with.
• Find out more about a prospect.
Benefits of Using LinkedIn
34. • Look up individuals you are meeting with.
• Find out more about a prospect.
• Build thought leadership.
Benefits of Using LinkedIn
35. • Look up individuals you are meeting with.
• Find out more about a prospect.
• Build thought leadership.
• Offer value through targeted advertising.
Benefits of Using LinkedIn
36. • Look up individuals you are meeting with.
• Find out more about a prospect.
• Build thought leadership.
• Offer value through targeted advertising.
• To network in LinkedIn groups.
Benefits of Using LinkedIn
37. • Look up individuals you are meeting with.
• Find out more about a prospect.
• Build thought leadership.
• Offer value through targeted advertising.
• To network in LinkedIn groups.
• Share content with links back to your website properties.
Benefits of Using LinkedIn
38.
39. 3 monthsis the average life of a Pinterest Pin.
SOURCE: WEBPAGEFX
43. SOCIAL LISTENING
Is how you track, analyze and respond to conversations
across the Internet.
44. • It gives you the opportunity measure the performance of your
social media, web, conversations and content strategy.
Benefits of Social Listening
45. • It gives you the opportunity measure the performance of your
social media, web, conversations and content strategy.
• It helps you manage reputation.
Benefits of Social Listening
46. • It gives you the opportunity measure the performance of your
social media, web, conversations and content strategy.
• It helps you manage reputation.
• It helps you identify your biggest fans and influencers.
Benefits of Social Listening
47. • It gives you the opportunity measure the performance of your
social media, web, conversations and content strategy.
• It helps you manage reputation.
• It helps you identify your biggest fans and influencers.
• It can help you discover new product ideas or enhancements.
Benefits of Social Listening
48. • You can watch the competition.
Benefits of Social Listening (cont.)
49. • You can watch the competition.
• It can lead to new business opportunities.
Benefits of Social Listening (cont.)
50. • You can watch the competition.
• It can lead to new business opportunities.
• It can help you find leads.
Benefits of Social Listening (cont.)
51. • You can watch the competition.
• It can lead to new business opportunities.
• It can help you find leads.
• It can help you set strategic benchmarks for your future.
Benefits of Social Listening (cont.)
52. MONITORING
The method of looking for mentions of your brand,
products, hashtags, employees, competitors and customers.
71. Develop or adjust a social media strategy that aligns to specific,
actionable business objectives and goals.
Discover trends you can use to create or modify social media
campaigns.
Receive valuable insight into customer sentiment and
perception of your brand.
Provide executives and your team a look into what is or is not
working so you can manage and justify social media spend.
A Social Media Audit Will Help You:
79. • Your owned social channels
• The internal owners of those channels
• Number of followers
• Non-owned channels for legal usage
• Profile consistency
• Content performance
What To Track In Your Social Media Audit
80. • Best and worst performing posts
• Posts with the most engagement
• Post frequency
• Content with the best and worst performance
• Publish times of posts with the best engagement
• Video views
Additional Metrics To Track
81. • Click-through to content
• Post reach and impressions
• Number of Twitter mentions
• Effective keywords
• Response rate
• Sentiment
Additional Metrics To Track (cont.)
84. Develop new benchmarks and KPIs.
Determine the best mix of content on the right channels at
the right times.
Identify opportunities to better engage with customers
Adjust budgets and calculate ROI.
Identify how you need to make resource changes to boost
social media efforts.
A Social Media Audit Will Help You:
87. • Email signatures
• Presentation templates
• Business cards
• Printed collateral
• Website footer
• Email newsletters
Add social icons
and links to:
ICONS BY NICK.COM
88. Adding links into your header and footer
Social sharing links on blog articles or product descriptions
Adding “Pin This” Pinterest links to product pages
Embed YouTube or Facebook Live videos on your site
Enabling Single-sign on
On Your Website, Consider: