5. DEFINE YOUR OBJECTIVE
Without an
objective
social media
will pull you in
many directions
6. CLEAR GOALS & REALISTIC
EXPECTATIONS AVOID
• Wasted time and money
• Embarrassing slip ups
• Missed opportunities
• Buy in from others
7. BEGIN BY ASKING...
A UNIFIED
WHATS YOUR CAN YOU DISTILL PHILOSOPHY THAT
OBJECTIVE?
YOUR SOCIAL MEDIA GIVES YOU DAILY
FOCUS AND IS
REVENUE? LEADS? STRATEGY INTO ONE INLINE WITH YOUR
BRANDING? BUZZ?
SENTENCE? BUSINESS GOALS
9. WHATS YOUR NICHE?
• You gotta have one
• Stay true to it
• Show expertise
• Add value and engage
• Don’t be afraid
10. WHATS YOUR
CURRENT
RELATIONSHIP
WITH YOUR
AUDIENCE?
11. WHAT DOES THE PUBLIC KNOW ABOUT...
You?
Your Brand?
Your Products?
Choose two from the spectrum below
aware/
single repeat
nothing no advocates evangelists
action action
action
13. RESPONSIBILITY
• Marketing? PR? Sales? Customer Service?
• Making a team or an individual responsible ensures this is
“someone’s job” (ie nothing will be achieved if its every-ones job)
• Find the RIGHT person for the job
14. RESPONSIBILITY
• Social Media wont be taken seriously in your business unless
you make it part of someones job description
• Set goals. Ensure they are realistic.
• Prove to the CEO/Boss that this is serious business
15. WHATS IN IT FOR THEM?
WHAT’S
IN IT
FOR YOUR
CUSTOMERS?
16. WHATS IN IT FOR THEM?
• Create value
• Provide insights into your business
• Be human/ Interact/Engage
• Incentives
• Discounts
• Special offers/ Exclusives etc
17. HOW DO I KNOW ITS
WORKING?
• Check your metrics
• Ifyour objective is to increase sales then you need to
consider: traffic/ time on site/ page views/ bounce rate/
repeat visitors/ followers-friends-fans/ social mentions/ share
of voice
• Check in with your objectives regularly
18. COMMON MISTAKES
Hasty decisions and knee jerk reactions
One off approach
Focus on the wrong objectives
Failing to understand fundamentals and technology
Neglected accounts
19. LACK OF DEFINED OBJECTIVES
& MEASUREMENT
• Engagement metrics such as site visits, UV’s, Visit frequency, Posts,
Tweets, RT’s, followers, mentions, content shares and views etc etc
• You know your social media strategy is not working if when
someone asks how it’s going - you can’t tell them!
• If you’re using social media without breaking down the actions
that you use to define “success” then you are doomed for failure.
20. CONTENT
STRATEGY
Build a wall of content
Be relevant and contextual
Create and deliver
Content is required to communicate
21. 10 STEPS TO A SOCIAL MEDIA STRATEGY
know your define your accountable
identify influencers platform
audience objectives staff
content day to day
marketing plan measure listen
strategy running
22. WHERE TO FROM HERE?
WHERE TO FROM HERE?
Next Steps...
Build and maintain momentum (don't waste it)
Use social media success to justify bigger spends,
more campaigns and deeper integration
Expand your social media portfolio