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Social media strategy & bp

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- How to develop a Social Media Strategy
- Best Practice (Facebook - twitter - Instagram - YouTube)
- Helpful websites & tools

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Social media strategy & bp

  1. 1. Social Media Strategy and BP
  2. 2. Day 1
  3. 3. Social Media Strategy Framework 1. Situational Analysis 2. Identify your Target Audience 3. Set Objectives 4. Brand Personality 5. Content Strategy 6. Execute 7. Report
  4. 4. Social Media Strategy Framework 1. Situational Analysis  Digital Scene  Company Analysis  Customer Analysis  Competitor Analysis Where are we now?
  5. 5. Social Media Strategy Framework Situational Analysis > Digital Scene  Digital Scene Sources Digital Media Science http://www.slideshare.net/Nhesham/social-and-digital-media-landscape-2014-top-trends-in-the-middle-east-and-north-africa-region-mena-2014-report?related=2 We Are Social http://www.slideshare.net/wearesocialsg/social-digital-mobile-in-the-middle-east-north-africa-turkey?related=1
  6. 6. Social Media Strategy Framework Situational Analysis > Company Analysis  Company Analysis 1. Goal performance 2. SWOT analysis 3. Brand perception 4. Internal capabilities and resources 5. Reach and influence KPIs Share of voice - Sentiment 6. Content and engagement KPIs Network size and growth - Content type and format - Social sharing - Engagement rate – Response rate
  7. 7. Social Media Strategy Framework Situational Analysis > Customer Analysis  Customer Analysis 1. Who are they - demographics, psychographics, behavioral? 2. How do they interact with the brand? 3. which platforms they used most often?
  8. 8. Social Media Strategy Framework Situational Analysis > Competitor Analysis  Competitor Analysis 1. List your competitors 2. What is their activities online? 3. Reach and influence KPIs Share of voice - Sentiment 4. Content and engagement KPIs Network size and growth - Content type and format - Social sharing - Engagement rate - Response rate
  9. 9. Social Media Strategy Framework Target Audience 2. Target Segment Sources SMDay 2015 - Digital Branding Workshop - Muhammad Omar - E3langi https://www.dropbox.com/sh/jfg5xgbe585pazz/AAD6q9Gz-oCFyCbF2uHVlg_Aa/SMDay%202015%20- %20Digital%20Branding%20Workshop%20-%20Muhammad%20Omar.pdf?dl=0
  10. 10. Social Media Strategy Framework Target Audience 2. Target Segment 1. Who are they - demographics, psychographics, behavioral? 2. What do they want – their needs – why do they buy or not buy? 3. How do they buy (online or offline or mixed mode)? 4. When do they buy? 5. How did they find us or our competitors?
  11. 11. Social Media Strategy Framework Target Segment > Customer Persona  Customer Persona Karim is a 28 years old professional, renting in Cairo, single and with a high disposable income. He has a keen interest in football and supports a premiership football team. He likes to display his support for his football club by every year, buying the clubs latest replica shirt online. Sources Digital Media Science http://www.slideshare.net/Nhesham/dms-effective-digital-strategyfinal?qid=658ff916-2a2a-4343-a8c2-4987106ab1f5&v=qf1&b=&from_search=6
  12. 12. Social Media Strategy Framework Target Segment > Customer Persona  Customer Persona Karim is comfortable in ordering online and engaging with social media to keep up to date with the latest football news and football product launches. As the World Cup provides the chance to showcase international replica shirts, this provides Company X with the chance to engage with Karim to make an additional purchase of an international replica shirt as well as purchasing his favorite club shirt.
  13. 13. Social Media Strategy Framework Set Objectives 3. Set Objectives
  14. 14. Social Media Strategy Framework Set Objectives 3. Set Objectives 1. Sell 2. Speak 3. Serve 4. Save 5. Sizzle  Review Business Goals for Social Media Using The 5 Ss
  15. 15. Social Media Strategy Framework Set Objectives > 5 Ss > Speak Goals 3. Set Objectives 1. lead Generation 2. Engagement 3. Increase Traffic 4. Increase Sales 5. Branding Engagement: Increase Facebook page engagement rate to 10% in the next 6 months
  16. 16. Social Media Strategy Framework Brand Personality 4. Brand Personality
  17. 17. Social Media Strategy Framework Brand Personality 4. Brand Personality “Personality is the unique, authentic and talkable soul of your brand that people can get passionate about. Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.” (Bhargava, 2008)
  18. 18. Social Media Strategy Framework Content Strategy > Key Questions 4. Content Strategy 1. What do our buyers really need to know about our products, about information and anything relevant to what we have to offer? 2. What’s the intersection between our expertise around the products or services and the information or entertainment needs of our consumer?  Key questions to ask to help you develop a purpose for you content
  19. 19. Social Media Strategy Framework Content Strategy > Media Mix 4. Content Strategy  Media Mix 60%20% 20% Facebook Twitter Instagram
  20. 20. Social Media Strategy Framework Content Strategy > Content Type 4. Content Strategy  Content Type 60% 10% 20% 20% initiative activities Engagement Posts Educational Posts Cultural & Religious Posts
  21. 21. Social Media Strategy Framework Content Strategy > Content Type Example 4. Content Strategy  Content Type Example
  22. 22. Social Media Strategy Framework Content Strategy > Content Type Example 4. Content Strategy  Content Type Example
  23. 23. Social Media Strategy Framework Execute 5. Execute 1. Define your brand key messages 2. Create content and engagement ideas 3. Set your posting strategy 4. Create your content calendar scheme 5. Define your posting patterns 6. Start designing
  24. 24. Social Media Strategy Framework Repost 5. Report Based on your KPIs
  25. 25. Social Media Strategy Framework Repost Social Media Analytics http://bit.ly/1MOKqxE
  26. 26. Day 2
  27. 27. Facebook Best Practices https://www.facebook.com/business/ 1. Making Posts More Effective & Having conversations 2. Facebook Insights 3. Introduction to advertising
  28. 28. Facebook Best Practices Case Study http://we.tl/08jtOb7Z0x http://http://bit.ly/1L2QlB1
  29. 29. Day 3
  30. 30. Facebook Best Practices https://business.twitter.com/en-gb 1. How to create a content strategy 2. Twitter Analytics
  31. 31. YouTube Creators Playbook https://www.youtube.com/yt/playbook/
  32. 32. Instagram for business Instagram for Business
  33. 33. Tools to be used as a start Online users behavior tools: Consumer Barometer – Comscore – Google Keywords Tool – Google Trends Social Media Analysis Tools: Facebook Audience Insights - Quintly – Social Bakers – SimplyMeasured – Topsy – Keyhole – Tagboard – Tweetreach – SocialBro – Foller – FollowerWonk – Sharegrab – Mention – Youtube Dashboard Websites Analysis Tools: Google Analytics – Google Trends – Effective Measure – Alexa – Similarweb – Clicky – MixPanel – OpenWebAnalytics – KissMetrics - Piwik Reports / Case Studies: Thinkwithgoogle – Facebook for Business Sources SMDay 2015 - Digital Branding Workshop - Muhammad Omar - E3langi https://www.dropbox.com/sh/jfg5xgbe585pazz/AAD6q9Gz-oCFyCbF2uHVlg_Aa/SMDay%202015%20- %20Digital%20Branding%20Workshop%20-%20Muhammad%20Omar.pdf?dl=0
  34. 34. Websites & Blogs 1. Social Media Examiner 2. Mashable – Social Media 3. Hubspot - Marketing 4. Salesforce – Marketing Cloud 5. Smart Insights 6. PR Smith 7. Convince and Convert 8. Social Media Today 9. JonLoomer.com 10. Mari Smith 11. ‫إعالنجي‬ 12. Digital Media Science 13. SBKits: Social Business Kits 14. Social Media ‫بالعربي‬ 15. School-Of-eMarketing 16. Digital Boom
  35. 35. Recommended Courses 1. Facebook Blueprint: Training Modules for advertising 2. HubSpot Inbound Marketing Certification - HubSpot Academy 3. Introduction to Marketing
  36. 36. If you have any questions please don't hesitate to ask

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