Building a social media plan is vital for every business to achieve success. In this webinar, you can expect practical tips in creating one social media strategy plan for your business!
Watch the recording on Youtube here: http://ow.ly/XPDmW
Want to learn more about social media planning? Check out additional resources here:
Social Media Strategy Guide: http://ow.ly/XP79c
Social Media Templates - blog post: http://ow.ly/XP7cA
Social Media Strategy Template: http://ow.ly/XP7f7
Not a Hootsuite user yet? Check out our plans here- http://ow.ly/XMDeU
Hootsuite is the world’s most widely used social relationship platform for managing social media. Learn more here: www.hootsuite.com
Social Networks Account:
Twitter - @HootsuiteAPAC
Instagram - @Hootsuite
Facebook Page - @Hootsuite
5. The most widely used platform to manage social
media, loved by over 10 million people around the
globe and trusted by 800+ of the Fortune 1000.
6. What does Hootsuite help you do?
Find New Customers
Find new leads and
expand your customer
base by monitoring
online conversations.
Market Better
Run targeted marketing
campaigns with social reach.
Build Brand Awareness
Expand your brand’s social
presence by publishing
content & engaging across
multiple social channels.
8. Agenda
Why you need a social media plan
4 Steps to a Social Media Plan
Access to tips & resources
Q&A
Tweet your questions with #HootEssentialsTIP
9. “Social media is not only more cost-efficient
than advertising, but it also offers great
opportunities for innovative engagement
with your customers.”
Richard Branson
10. Social is the New Front Door
It’s where your customers learn, seek, discover and decide
In Person Website Social
11. Think marketing, think social Media
Image Source- Weplay
Traditional Channels Social Channels
12. A social media plan outlines your
goals, strategies and action plan to
ensure your time has tangible benefits
to your brand or business.
14. Assess your social
media presence
Identify gaps
Set profiles
Set your goals
Select social networks
Build content plan
Setup workflow and
processes involved
Publish & Share!
Identify metrics
Use tools to measure
progress
Audit Develop Engage Measure
The 4-Step Plan
16. Social media audit template
MeasureEngageDevelopAudit
We’ll email this toolkit after the webinar!TIP
Step 1: Find all of the social profiles
you have and who runs them.
Address any content issues.
Step 2: Use Google to find anyone
using your brand.
Step 3: Determine what social
networks you want to focus on.
17. Business Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
Social Goals
Reach
Comments, Inbound Links
Shares, Retweets
Form Fills
Online Purchase
MeasureEngageDevelopAudit
Align Goals
18. Set SMART goals
● Make your goals are SMART: specific,
measurable, attainable, relevant and
time based
● Avoid goals that only focus on vanity
metrics like Likes and Followers
● Align goals with department and overall
business goals
MeasureEngageDevelopAudit
19. Four key points before selecting your social
network profiles:
● Understand your target audience (age, location, lifestyle)
● Ensure you know how social fits into your marketing program
● Understand your tone & brand
DevelopAudit
Select the right social networks
MeasureEngage
20. DevelopAudit
Select the right social networks
MeasureEngage
We’ll email this table after the webinar!
Also, check out wearesocial.com for 2015 reports on the use of social media in every country.
TIP
21. DevelopAudit
Select the right social networks
MeasureEngage
Look at how competition or aspirational brands use social networks to engage.TIP
22. ● Listen to your followers and industry chatter to get
inspiration from industry leaders, competitors,
clients
● Look back at the best performing content
● Gain feedback internally from other departments
and from customers via a survey
MeasureEngageDevelopAudit
Learn from leaders
23. Every social profile must have:
● Bio / Description
○ Insert link to website
○ Contact information
● Image
○ Profile Picture, Cover Photo
○ High resolution
○ Maximum fit & dimension
● Insert SEO description of your business in profile
How to improve your profile?
DevelopAudit MeasureEngage
29. Steps to take:
1. Identify the right content for your brand
2. Create a content calendar
3. Publishing content efficiently
Develop content strategy
DevelopAudit MeasureEngage
30. How to decide on content to post
DevelopAudit MeasureEngage
What is your brand positioning and tone of voice?
What issues are important to your brand?
How do external parties refer to your brand, such as the media, industry experts, etc?
What is your community interested in when they aren’t talking about your brand or directly
to you?
Historical performance: What content has worked and what hasn’t?
Search behavior: What do people search for when they are looking for your brand’s
products and services?
31. Share Industry/Lifestyle News
Promote your products
Converse with customers
Balance Your Message:
Content strategy - Rule of thirds
DevelopAudit MeasureEngage
32. Creating content calendar
● Decide on dates, time, author, audience and social network
● Develop content topics
● Create ‘call-to-action’ in post
● Allocate content to different types of posts (example below)
○ 50% of content links back to blog
○ 25% curated from another source
○ 20% drives content related to your business
○ 5% is related to HR and company culture
DevelopAudit MeasureEngage
33. Theme strategy example: Restaurant
DevelopAudit MeasureEngage
Monday:
Weekend Highlights
Tuesday:
Lifehack Tip
Thursday:
Recipe
Wednesday:
Feature of the Week
Friday:
Weekend Buzz
M T W T F
36. What is Engagement?
It simply means responding to your
target market in a way that evokes
a response.
Use keywords to listen to the market and offer input, ideas or content.TIP
37. ● Manage all your social
content in one place & share
with teams
● Schedule your content daily
● Schedule pre-event posts
Publish content efficiently
DevelopAudit MeasureEngage
Set aside 15-30min a day to find an post valuable content.
Use Suggestions, a Hootsuite feature.
TIP
38. ● Use images and video
● Use ads to reach a target audience - ie “lookalike audiences’
● Short text posts - favored by Facebook’s algorithm
● Clear call-to-action (CTA)
DevelopAudit MeasureEngage
Using Facebook effectively:
2 posts per day is optimal for audience engagement.TIP
39. Clear call to
action and
short text
DevelopAudit MeasureEngage
Facebook Post Examples
custom
#hashtag
47. Identify right metrics to measure
Social Goals
Reach
Comments, Inbound Links
Shares, Retweets
Form Fills
Online Purchase
Metrics
Total Impressions
Mentions
Reshare, Retweets
Volume
Conversions
DevelopAudit MeasureEngage
Business Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
48. Identify right metrics to measure
Social Goals
Reach
Comments, Inbound Links
Shares, Retweets
Form Fills
Online Purchase
Metrics
Total Impressions
Mentions
Reshare, Retweets
Volume
Conversions
DevelopAudit MeasureEngage
Business Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
49. How to measure?
1. Select social media analytics tools, such as Google Analytics & Hootsuite
Analytics.
2. Use a URL shortener like Ow.ly that can track who is clicking on your
content and from what region/geo.
3. Create a custom report and determine how frequently you will review
social media metrics (weekly or monthly, for example).
THEN: Optimize your strategy based on the insight you’ve gained from the
data you’re tracking.
DevelopAudit MeasureEngage
51. Refine Your Strategy
● What worked well and resonated with your
audience?
● What didn’t work well?
● What learnings have you taken away?
● How can you refine goals for the next period or
quarter?
52. Summary
Assess your social
media presence
Identify gaps
Set profiles
Set your goals
Select social networks
Build content plan
Setup workflow and
processes involved
Publish & Share!
Identify metrics
Use tools to measure
progress
Audit Develop Engage Measure
53. We will email you these
resources too!
1. Social Media Strategy Guide http://ow.
ly/XP6rR
2. Social Media Strategy Template http://ow.
ly/XP6uV
3. 6 Social Media Templates to Save
you Hours of Work
http://ow.ly/XP6zm
54. Q&A
Send questions via Twitter using #HootEssentials
Ask questions here
in the GoToWebinar window
OR