Just another social media strategy

1. Social Strategy
Where inbound meets outbound

2. From Outbound to Inbound …

3. Your website @ the core.
Generate leads on owned media.
E-mail
Website
LinkedIn
Twitter
Events

4. Conversion on your own website
Website tactics
(newsletter sign up, whitepaper
download, event registration, …)

5. Social inbound & Social outbound
Listen first, talk later.

6. Social Media Strategy
without Campaigns
It’s structural. It takes time & effort.
Campaigns for reach are OK.
But in social, reach should not be focus.

7. GOALS KPI GOALS KPI
Inbound social
(care)
Outbound social
(educate)
strategy
tactics
activities
Set-up monitoring
Engage in conversations
Help people out
Curate external content
Set-up team
Editorial planning
Processes
Crisis Communication

8. Monitoring Tools Set-up
Hoot suite for social channels
Google Alerts for the entire web

9. Hoot suite

10. Hoot suite

11. Google Alerts

12. Inbound strategy
Listen and jump in when:
- You can help
- The content helps
- It’s about your brand

13. Inbound strategy
Define response scenarios for topics
(outbound meets inbound)

14. Inbound strategy
Think crisis communication as well.
What potential crises?
How will we react?
(outbound meets inbound)

15. Outbound strategy
Editorial planning.
Linked to Sales focus.

16. Editorial outbound planning
What content to who at what time
through which channel?

17. Editorial outbound planning
To who?
Map your audience.
List pains, content preferences & channel preferences.

18. Audience Mapping 1: people
FTE
Decision maker

19. Audience Mapping 2:
pains & values
FTE
Decision maker

20. Audience Mapping 3:
channel & content preferences
FTE
Decision maker

21. Audience-Content Map
Link content values of audience to
content types and channels
Audience with
content values
Content to create

22. Editorial outbound planning
At what time on which channel?
Timing - Calendar
(align with e.g. cold calls by sales)
(align with industry events)
(define a SMART frequency)

23. Editorial outbound planning

24. How to generate social reach?
• Keep calm and never give up
• Use your internal ambassadors (seeding)
• Connect with influencers
• Campaigns (LinkedIn PPC, De Tijd, Kanaal Z)
• E-mail signatures refer to social presence
• Don’t do social media marketing to get reach
– Do remarkable stuff, do good.