Failing to plan is planning to fail when it comes to your business' social media marketing strategy. Learn the 6 steps to success with this presentation, originally shown at CLICK! Digital Expo 2014 in Australia.

1. Developing a Social Media
Marketing Strategy
Liam Crowe – Head of Digital Marketing
@KlypCo

2. 6 Steps to
Social Media Success
Step 1: Understand social media
Step 2: Know your audience
Step 3: Set “SMART” Goals
Step 4: Develop a Content Strategy
Step 5: Engage your Audience
Step 6: Start TODAY!

3. Step 1: Join EVERY social media website
Step 2: ???
Step 3: PROFIT!!!
The wrong way to approach
social media

4. What is social media?

5. Social media is
people having
conversations online

6. There’s more to social media
than you may think
Social Networking
Interact by adding friends, commenting on profiles, joining groups and having discussions.
Social News
Interact by voting for articles and commenting on them.
Social Bookmarking
Interact by tagging websites and searching through websites bookmarked by other people.
Social Sharing
Interact by sharing photos or videos and commenting on user submissions.
Social Reviews
Interact by submitting reviews, ratings and comments about restaurants, hotels and places of
interest.
Wikis
Interact by adding articles and editing existing articles.

7. A sea of choices…

8. It isn’t about which
social network you are on.
It’s about finding your customers and
engaging with them.

9. • B2C or B2B?
• Why are they on social?
• Are they there to connect or contribute?
• Why would they want to follow you?
• Where are they currently talking?
Who is your audience?

10. Top 10 Social Media Sites
① Facebook – 12,800,000
(55.0%)
② YouTube – 11,538,000 (49.6%)
③ Wordpress – 5,953,439 (25.6%)
④ Tumblr – 4,352,160 (18.7%)
⑤ LinkedIn – 3,419,712 (14.7%)
⑥ Twitter – 2,548,700 (11.0%)
⑦ Instagram – 1,950,000 (8.4%)
⑧ Reddit – 1,628,000 (7.0%)
⑨ Pinterest – 848,000 (3.6%)
⑩ Flickr – 107,200 (0.5%)
November 2013 – Australian numbers/month (% of AUS Population)
©Adcorp 2013 All figures are accurate as of 2 Dec 2013

11. Successful social media depends on the
quality of your interactions with
consumers, not on the quantity of
followers or “Likes” you accrue.

12. Benefits of social media
Social media can show a clear and direct ROI in certain situations,
however in most it’s about engaging with new and existing
customers.
– Brand building
– Relationship management
– Product development
– Reputation management
– Customer interaction
– Customer feedback
– Customer support
– Community building

13. “SMART” Social Media Goals
By May 1st, I want
10,000 Likes on my
Facebook page.
Is this a
“SMART” goal?
NO

14. Successful social media
depends on the quality of your
interactions with consumers –
not on the quantity of followers
or “Likes” you accrue.

15. “SMART” Social Media Goals
A better approach…
By May 1st, I want to be creating 7
engaging Facebook posts per week that
help increase brand awareness and loyalty.
By July 1st, I want to increase engagement
with our posts by 10%
to help us organically reach potential new
customers.
By September 1st, I want to ensure we are
responding to all feedback and comments
within 24hrs which will help improve
customer service.

17. Aim for 5-7 post styles that will help you achieve your goals
• History
• Staff and People profiles
• Fun and Humor
• Topical
• Events
• Facts
• Impromptu
• Sales message
Determine your key post styles
and messages

18. Who is their Audience?
• 85% female
• 35-60 years old
• Purchase every ~7 years
What are their goals?
• Brand awareness
Case Study:
Sleepy’s the Mattress Experts

20. You have to engage
before you can sell.
Why? Because it’s social media, not
direct selling online.

22. Did you know?
On average only 3–7.5% of
your fans see your page’s posts.

23. Engagement and
post visibility

24. Engagement Metrics

25. • Be visual
• Ask, don’t tell
• Keep it simple
• Use calls-to-action
• Post timing
• Listen and respond
Tips to improve engagement
and get your content seen

26. Be visual
News feeds are cluttered!
Make sure you stand out
from the crowd

29. Ask, don’t tell
Don’t talk at people,
include people!

32. Keep it simple
Clear and concise posts
are more engaging than
a 5 line essay!

35. Post timing
The day and time you post can have a
tremendous effect on the engagement
level and response

37. Post timing
• Consider target audience
• Days and times
• Frequency
• Have a timeline

38. Use call-to-actions
There is nothing wrong with
asking or encouraging interaction

41. Listen and respond
Social involves listening
and having conversations

42. Listen and respond

43. Listen and respond

44. Start TODAY!
Remember the steps to success…
Step 1: Understand social media
Step 2: Know your audience
Step 3: Set “SMART” Goals
Step 4: Develop a Content Strategy
Step 5: Engage your Audience
Step 6: Start TODAY!

45. Start TODAY!
Remember the steps to success…
Step 1: Understand social media
Step 2: Know your audience
Step 3: Set “SMART” Goals
Step 4: Develop a Content Strategy
Step 5: Engage your Audience
Step 6: Start TODAY!

46. Developing a Social Media
Marketing Strategy
Liam Crowe – Head of Digital Marketing
Feel free to contact me: liam@klyp.co or @KlypCo