Presentation from Gay Flashman, of Formative Digital, a UK-based agency offering social media content development, outsourcing, training and strategy consultancy.

1. Social Media
Learning Breakfast:
Ten Steps to Turbocharge your
corporate social media
Friday 5th September 2014

2. Map your aims
STEP 1

3. Why are you using social media?
Statistics from the Social
Media Marketing Industry
Report2014:
The Social Media Examiner

4. What do you want to achieve?
Why is your company or organisation getting involved in social media?
What does your organisation want to achieve from its engagement
in the space?
Articulate in detail what these outcomes are
Ensure you have a system to map and structure those aims, outcomes
and results

5. STEP 2
Revisit your
strategy

6. What do you want to do with social?
… for SALES
• Build social media
content around the
different stages of the
sales funnel
• Sales content will be a
‘slow burn’ as you build
a following and
audience
• Consistency and
regularity are key
• Focus your attention on
the ‘consideration’
phase
… for REPUTATION
• Consider your priority
platforms for activity –
always consider where
your audiences are
• Enhanced profiles
ensure your online
reputation matches your
offline activity
• Focus on what you want
to achieve in terms of
reputation – thought
leadership? Speed?
Quality? And tailor your
content accordingly
… for ADVOCACY
• Use all platforms to
engage with your
audiences
• Have a system of
monitoring and response
to ensure you are able
to talk promptly and
clearly
• Establish your company
‘tone of voice’
• Create shareable
content that will ensure
your customers spread
the word about you

7. What will be your goals?
Sales leads –
high quality
Social likes &
shares
Social
followers
Website
traffic
Event
attendees
Reviews

8. STEP 3
Focus on
priorities

9. Who are you talking to & why?
Q: Which of the following services have you
used or contributed to in the past month?
Source: Global/WebIndex Q4 2013 Global
internet users (excluding China)

10. Focus on your priority platforms
Facebook
•Mass
communication
•Personal and
professional
•Challenging to
build a profile
•Needs commitment
Linkedin
•Great for B2B
messaging
•Good for
establishing
reputation
•Organic
relationships
succeed
Twitter
• Straightforward to
get involved with
•Possible to build an
audience/following
• Targeted
messaging builds
success

11. STEP 4
Consider all
platforms

12. Marketers’ most important platform?
Statistics from the Social
Media Marketing Industry
Report2014:
The Social Media
Examiner

13. Additional platforms can amplify
Google+ Pinterest YouTube The rest…

14. STEP 5
Assess your
process

15. Ensure governance is in place
External audience Internal staff
Establish site guidelines
• Will you allow comments?
• What comments are not
acceptable?
• What images are not
acceptable?
Establish internal guidelines
• Who can post on social media
sites?
• What can they NOT say?
• Offer training if required
• Draw up/refresh your
‘guardrails’ – not guidelines

16. Revisit your process
Plan
Schedule
Review
Monitor Post

17. STEP 6
Extend your
formats

18. Match content to aim & resource
Video
Stills
Text Audio
Case studies, high
quality mkg videos,
web footage, user-generated
content,
webinars, vodcasts,
branded bulletins etc
Blogs, FB updates,
Twitter posts, Linkedin
posts, articles online,
comments on
articles, wikipedia
entries etc…
Podcasts, webcasts, i-tunes
enabled audio,
case study audio
taken from video etc
Memes with
quotations, photos,
illustrations and
infographics for FB
posts, photo
montages

19. Use your website as the hub
Facebook
Website
Linkedin
Twitter
Slideshare
Pinterest Google+
Instagram
Webinars
Blogs
Articles
Podcasts
Social
Posts
White
papers
Photos
Memes
Graphics
Infogfx

20. STEP 7
Review your
calendar

21. Match content to audience & aim
Develop
your themes
Focus on
topics
Decide your
formats

22. Review your editorial calendar

23. STEP 8
Uncover stories

24. Where do stories come from?
Your staff Guest blog posts (insight and thought leadership), experience and insight, events such
as conferences and insight from these
Your network What are their problems, concerns and issues?
What are their successes?
Your industry What is happening? What are the trends and issues? What is successful and what is
not? Future projections etc
News Use news events, trends and stories to develop your own view and publicise this in a
blog
Events Internal events such as training, conferences, industry conferences are great
opportunities to develop content of all formats
Comms & PR
Teams
The communications and PR department (if you have one) will develop output such as
stories, press releases etc all the time

25. What is your posting rhythm?
Assess
resources
•Who can post?
•Can you
spread the
load?
•Who enjoys it?
Build your
plan
•Develop a
content plan
for a medium
term period eg
3 – 6 months
Commit
and
review
• Be consistent;
post regularly
•Review what
works as you
go

26. STEP 9
Maintain &
measure

27. Why are you measuring?
What do you
need to
achieve with
your social
media?
Consider all
the metrics
and
outcomes
you could
measure
Choose the
ones that are
relevant and
appropriate
Report to
management
and
constantly
review

28. What can you measure?
Website visits
Qualified
leads
Page likes &
follows
Post shares
and likes
Comments &
conversation
Sentiment &
mentions

29. STEP 10
Systemise and
review

30. Use available tools
Monitoring Posting Analytics

31. Thank you!
FORMATIVE | Social Media for Business
Strategy
Outsourcing
Training
Contact: office@thisisformative.com
Website: www.thisisformative.com
Tel: +44 20 8133 8846 | + 44 7903 803987