Creating A Social Media Strategy

Creating A Social Media Strategy
SOCIAL MEDIA STRATEGIC PLANNING IWU Small Business and Youth Build
Digital and Traditional Marketing | Content Strategy | Social Media | UX | Designer | Educator | Consultant • huonks.com • linkedin.com/in/brianhuonker • slideshare.net/bkhuonker/ (The one thing to remember) BRIAN HUONKER, MS, CHFC, CLU
Traditional marketing channels are becoming less effective in capturing and engaging the attention of today’s perpetually connected consumers. The challenge of today’s brands is to adapt their marketing strategies in an effort to build brand advantage in the face of consumers’ rapidly changing media consumption landscape. In addition, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider on-line advertising to be credible. Branded content will allow brands to meet this challenge, building a trusted, remarkable, unmistakable, and essential brand in the eye of the consumer. SOCIAL MEDIA STRATEGIC PLANNING
SOCIAL MEDIA STRATEGIC PLANNING ◻ We know people share stories that: ¤ Are native, not deceptive ¤ Are individual, and ready to evolve ¤ Deliver on emotion ¤ Reserve judgment ¤ Act like the locals
SOCIAL MEDIA STRATEGIC PLANNING ◻ They share stories that help them ¤ Solve a problem ¤ Escape for the moment ¤ Fuel their creativity and play ¤ Spotlight pop culture ¤ Discover new things ¤ Succeed
SOCIAL MEDIA STRATEGIC PLANNING ◻ So, as a business we present content that: ◻ Captures the brand’s persona through branded storytelling. ◻ Enables social sharing through brand advocates. ◻ Enables brand discovery through consumer exploration. ◻ Connects the brand to consumers in context through cultural, relevant and valuable content. ◻ Changes and enhances the consumer experience.
SOCIAL MEDIA STRATEGIC PLANNING
But How Do You Do This? SOCIAL MEDIA STRATEGIC PLANNING
SOCIAL MEDIA STRATEGIC PLANNING ◻ Start With Profiling Your Audience ◻ Brainstorm them. ◻ Create profiles of them (and have fun) ◻ Discover where they are at ◻ Do they use Twitter (Does anyone?), LinkedIn, Instagram, Email (not if they under 20), etc… ◻ They might have different personalities on them, uses them differently ◻ Allows for the “like” to happen. Not the button, but the relationship. ◻ Once you create a connection, you begin a relationship ◻ Once a relationship, conversations can happen ◻ Once, conversations begin, trust is established
SOCIAL MEDIA STRATEGIC PLANNING ◻ Then Set Your Social Media Goals/Objectives ¤ What do you want to achieve with social media? ¤ Do your social media objectives align with your overall company vision, mission and marketing strategy ¤ Should they align it to other campaign goals ¤ Are your objectives S.M.A.R.T: specific, measurable, attainable, relevant, and time-bound?
SOCIAL MEDIA STRATEGIC PLANNING ◻ Audit your current social media status. ¤ What social profiles do you currently manage? ¤ Which social media platforms do you want to participate in. ¤ Is control over the passwords centralized? Should any accounts be deleted? ¤ Do they currently align to your goals and objectives? ¤ What is the mission statement of each of your social profiles?
SOCIAL MEDIA STRATEGIC PLANNING Blog ◻ Objectives ◻ Increase brand awareness ◻ Increase thought leadership throughout your industry ◻ Encourage comments and engagement ◻ Lead generation through blog subscription ◻ External linking ◻ Action Items ◻ Choose managing editor to own the blog ◻ Choose a blogging platform ◻ Create an internal blog evangelist program to get employees to contribute ◻ Decide on a weekly cadence ◻ Recruit guest bloggers ◻ Add social sharing icons ◻ Add a Tweet This button ◻ Promote each blog on social channels ◻ Key Metrics ◻ X number of posts ◻ X number of bloggers ◻ X number of social shares ◻ Audience growth—unique and return visitors ◻ Conversions ◻ Subscriber growth ◻ Inbound links ◻ Directory listings for infographics ◻ SEO improvement
SOCIAL MEDIA STRATEGIC PLANNING Facebook ◻ Objectives ◻ Brand awareness and engagement ◻ Lead generation or customer acquisition ◻ Share a mix of relevant links, blog posts, and engaging content ◻ Promote upcoming events ◻ Engage with influencers ◻ Action Items ◻ Choose owner for all of social media ◻ Set up social media posting cadence ◻ Choose a social media management platform ◻ Determine social media voice ◻ √ Set up sponsored posts and ads ◻ Set up Facebook tabs that sync to your marketing automation platform ◻ Key Metrics ◻ X number of posts per day ◻ Page follows ◻ Likes ◻ Engagement and comments ◻ Referring traffic ◻ Shares ◻ Lead generation/new customers
SOCIAL MEDIA STRATEGIC PLANNING Twitter ◻ Objectives ◻ Brand awareness and engagement ◻ Lead generation or customer acquisition ◻ Share a mix of relevant links, blog posts, and engaging content ◻ Segment influencers and create lists ◻ Communicate issues from social media to support team and ensure follow-up ◻ Listen and respond to relevant conversations ◻ Build reputation ◻ Action Items ◻ Choose owner for all of social media ◻ Set up social media posting cadence ◻ Choose a social media management platform ◻ Determine social media voice ◻ Utilize promoted tweets and pinned tweets ◻ Set up Twitter Lead Generation cards ◻ Key Metrics ◻ X number of posts ◻ Followers ◻ Mentions ◻ Retweets ◻ Number of lists ◻ Hashtag usage ◻ Influence of Twitter followers ◻ Lead generation or customer acquisition ◻ Referring traffic ◻ Favorited tweets
SOCIAL MEDIA STRATEGIC PLANNING LinkedIn ◻ Objectives ◻ Brand awareness and engagement ◻ Lead generation or customer acquisition ◻ Share a mix of relevant links, blog posts, and engaging content ◻ Promote upcoming events ◻ Engage with influencers ◻ Action Items ◻ Choose owner for all of social media ◻ Set up social media posting cadence ◻ Choose a social media management platform ◻ Determine social media voice ◻ Create and join relevant groups ◻ Encourage employee participation ◻ Monitor and participate in Q&A ◻ Set up sponsored posts and ads ◻ Key Metrics ◻ X number of posts per day ◻ Page follows ◻ Comments, likes, and shares ◻ Group participation ◻ Referring traffic ◻ Lead generation/new customers
SOCIAL MEDIA STRATEGIC PLANNING Image Based (Instagram/Pinterest) ◻ Objectives ◻ Brand awareness and engagement ◻ Engagement with visual assets ◻ Showcase products ◻ Showcase company culture, marketing events ◻ Link back to website, blog, and other content assets ◻ Share a mix of relevant imagery—both brand- related and fun ◻ Action Items ◻ Choose owner for all of social media ◻ Set up social media posting cadence ◻ Choose a social media management platform ◻ Determine social media voice ◻ Determine ownership of photo sites ◻ Decide on general branding guidelines for photos ◻ Encourage employees to participate and share their own photos ◻ Key Metrics ◻ Referral traffic ◻ Shares and comments ◻ View of photos ◻ Page rankings on key terms from photo sharing sites ◻ Product purchasing and lead generation
SOCIAL MEDIA STRATEGIC PLANNING YouTube/Vimeo ◻ Objectives ◻ Brand awareness ◻ Engagement with visual content assets ◻ Lead generation and customer acquisition ◻ SEO optimization ◻ Generate additional content views ◻ Action Items ◻ Choose owner for all of social media ◻ Set up social media posting cadence ◻ Choose a social media management platform ◻ Determine social media voice ◻ Determine ownership for visual content on SlideShare ◻ Work on regular SlideShare presentation creation ◻ Choose agency for stellar design ◻ Turn on the forms feature in SlideShare so you can sync leads to your marketing automation platform ◻ Key Metrics ◻ X number of presentations ◻ Followers ◻ Views ◻ Shares ◻ Lead generation and customer acquisition ◻ Downloads ◻ Favorites
SOCIAL MEDIA STRATEGIC PLANNING ◻ Create or improve your social media profiles. ¤ Are your profiles filled out properly and thoroughly? ¤ Are all of the accounts and profiles on brand? ¤ Would a new visitor follow me after seeing this profile?
SOCIAL MEDIA STRATEGIC PLANNING ◻ Develop your content strategy. ¤ What types of content do you want to post to each social network? Who is the target audience? ¤ How often will you post content and how will you promote it ¤ Do you have an editorial calendar and a social media content calendar?
SOCIAL MEDIA STRATEGIC PLANNING ◻ Define What Success Means, Short and Long- Term. ¤ Are people sharing the content with their networks? Metrics: Number of shares, number of Tweets, number of Pins, etc. ¤ Is your audience interested in learning more? Metrics: Requests for additional information, completion of content forms, traffic to your site.
SOCIAL MEDIA STRATEGIC PLANNING ◻ Define What Success Means, Short and Long- Term. ¤ Is the audience engaging with the content? Metrics: number of comments, shares, downloads, likes along side time on page, pages per visits, repeat visits ¤ What sources are driving your on-site traffic? Metrics: Keyword performance, referrals, organic search results, campaign traffic ¤ Or other consumption/brand metrics like: ■ Increase in conversions ■ Increase in organic traffic to targeted digital ■ Increase in audience engagement ■ increase in brand awareness
SOCIAL MEDIA STRATEGIC PLANNING ◻ Prepare to Monitoring your social media channels. ¤ See complaints and address them immediately ¤ Share the compliments (with a simple “Thank You”) ¤ Help solve customer problems (and let others see) ¤ Answer questions ¤ Know what’s next ¤ Manage crisis (before they escalate) ¤ Monitor the competition ¤ Spot the trends ¤ Discover your influencers (brand advocates) ¤ Reach potential prospects
SOCIAL MEDIA STRATEGIC PLANNING ◻ Use analytics to track progress and adjust your strategy as need. ¤ Have you established the metrics by which you'll measure social media success? ¤ Do you have an analytics or measurement tool prepared to track these metrics? ¤ How often will you analyze your results? ¤ Are you prepared to quickly change your strategy in response to these results?
SOCIAL MEDIA STRATEGIC PLANNING ◻ EXERCISE 1: Set Your Content Marketing Goals/Objectives ◻ What do you want to achieve with social media? ◻ Do your social media objectives align with your overall company vision, mission and marketing strategy ◻ Are your objectives S.M.A.R.T: specific, measurable, attainable, relevant, and time- bound?
SOCIAL MEDIA STRATEGIC PLANNING ◻ EXERCISE 2: Audit Your Current Social Media Footprint ◻ What social profiles do you currently manage? ◻ Is control over the passwords centralized? Should any accounts be deleted? ◻ What is the mission statement of each of your social profiles? ◻ How does this align with your goals and objectives?
SOCIAL MEDIA STRATEGIC PLANNING ◻ EXERCISE 3: Create And/Or Improve Your Social Media Profiles ◻ Are your profiles filled out properly and thoroughly? ◻ Are all of the accounts and profiles on brand? ◻ Would a new visitor follow me after seeing this profile?
SOCIAL MEDIA STRATEGIC PLANNING ◻ EXERCISE 4: Research The Competition ◻ Search up any other social media profiles that is representing your company that you don’t own (imposters). Report them. ◻ Search up any competitors. ◻ Follow them, note what they are posting and what they are successful with. ◻ Search up any suppliers. ◻ Follow them, note what they are posting and what they are successful with.
SOCIAL MEDIA STRATEGIC PLANNING ◻ EXERCISE 5: Set Up the Guide Rails ◻ Rules for when to create/participate in new social media channels. ◻ Rules for when to respond to comments.
SOCIAL MEDIA STRATEGIC PLANNING ◻ EXERCISE 6: Identify The Platforms You That Are In Alignment With Your Goals ◻ Evaluate the needs for all your social media profiles and create a mission statement for each. For example: Instagram Profile—To share company culture and company achievements.
SOCIAL MEDIA STRATEGIC PLANNING ◻ EXERCISE 7: Develop Your Content Strategy For Each Platform. ◻ What types of content do you want to post to each social network? Who is the target audience? ◻ Photos? ◻ Blog or Microblog Post? ◻ Video? ◻ How often will you post content and how will you promote it ◻ Record it in a content calendar (http://www.huonks.com/downloads/sample-content- calendar.xlsx)
SOCIAL MEDIA STRATEGIC PLANNING ◻ EXERCISE 8: Plan it out. Plan it out. Plan it out ◻ Create a spreadsheet and write down all the social networks you own and the owner for each. ◻ Ensure your images are sized correctly ◻ Facebook Image Sizes ◻ Others (Twitter, Instagram, LinkedIn, Pinterest, YouTube, etc…)
SOCIAL MEDIA STRATEGIC PLANNING ◻ EXERCISE 9: Review it ◻ With your leadership. ◻ With your co-workers. ◻ With your brand advocates.
SOCIAL MEDIA STRATEGIC PLANNING ◻ EXERCISE 10: Determine How You Measure Success ◻ Have you established the metrics by which you'll measure social media success? ◻ Do you have an analytics or measurement tool prepared to track these metrics? ◻ How often will you analyze your results? ◻ Are you prepared to quickly change your strategy in response to these results? ◻ Adjust your strategy as needed.

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