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Vivienne Maguire
Vivienne Maguire

Social media framework. Kick start your social strategy with a framework which will ensure you deliver on your objectives.

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SOCIAL MEDIA A guide to building your strategy
“You are not your resume, you are your work. “ Seth Godin
Strategy (from Greek "art of troop leader; office of general, command, generalship") is a high level plan to achieve one or more goals under conditions of uncertainty. Before you start creating you must Start planning! Ask yourself 3 questions………… 1. WHY are you doing it? 2. Who are you doing it to? 3. What do you want to do?
No need to waffle on about how important it is to have a solid strategy and you wouldn’t be here if you thought otherwise so let’s dive right into the steps to creating a successful Social Media Strategy. Along the way there are tools to support your actions and to enable you to get going straight away. We are going to take 10 steps to creating a Social Media Strategy. Some of them you may already have fleshed out and others you may not have thought of – either way run through them and tick them off as you go, it will save a heap of time later. Do you have a Facebook Page already Or Twitter page? If you havent then you have to go to the website page that you want to open and follow the instructions to open an new page – whether Personal or for Business. You will need an email address. If you have already opened business accounts on any social media channels then the best place to start is capture exactly where you are on these channels – reveiew all your activity and write it down. In this way you will have a good idea if your new activities are having effect and meeting your objectives.
Audit Review any existing platforms & performance you may be running. Where are you on social media Have you been active on certain channels. If so open up an excel sheet and start putting in the information – list out the platforms and the current number of followers, fans, pinners ect. Engagement Rate Total number of comments, shares, likes Total number of likes Average engagement rate on Facebook – 2% If you already have a few months data then it’s also useful to include engagement and sentiment (get on to www.socialmention.com or create a word cloud with www.wordle.net. Often by doing this, you’ll find some hidden insights which can be really useful for future planning.
Set benchmarks If you previously set benchmarks e.g. reach increase of fan base, Twitter followers ect, How did you get on? Did you reach those goals, if not, do you know why not. How many goals did you set – enough/too many? Prioritising any negative sentiment is critical – once your have reviewed sentiment
CONTENTS 1. Listen 2. Identify Share of Voice 3. Set Objectives 4. Identify Key Influencers 5. Identify audience/Avatars 6. Define approach for core platforms 7. Develop Content strategy 8. Engage in conversation 9. Measure results
1. LISTEN
• Where are they talking • What are your competitors doing on social • Which sites have the most conversations Go back onto these sites and find out the following: Topline overview of where you are on social check out www.topsy.com, www.addictomatic.com. For more detailed information head for www.socialmention.com & www.hootesuite.com. If you want to find out more about your competitors then sign up for www.howsociable.com. www.google.co.uk/trends/ What are they saying?
2. IDENTIFY SHARE OF VOICE (SOV)
Now that you have an idea where you are and what people are saying about you, what’s your share of voice (SOV)? Go back to www.socialmention.com or your other listening tools and input your competitors name. You should already have your own positive negative and neutral mentions, now compare to your competitors
3. SET OBJECTIVES
What are your goals  Increase Awareness  Increase Traffic  Increase Engagement  Develop Loyal Fans  Generate Leads  Grow Business Partnership  Improve Sales Clearly define one or two objectives that are both realistic and achievable with the resources and budgets available. Set one or two to begin with focus on achieving and developing in phases rather than all at one time.
Set SMART Goals • SPECIFIC – ensure goals are clearly understood by everyone involved in the campaign – open the campaign to everyone in the company. Prioritize. • MEASURABLE – measure success & failure – key milestones • ACHIEVABLE – keep realistic, what resources do you have, budget • RELEVANT – keep focused on relevant audiences, channels • TIMELY – time bound outcomes, long/short term, fixed or flexible
4. IDENTIFY KEY INFLUENCERS
Are you an industry leader? If not, find out who is leading the industry you are in What best practices are they putting in place? Do they have a strategic advantage? What is it? What you’ll find is that Industry leaders have: • A Point of view • Are Credible • Promote themselves as thought leaders • Deliver on promises Can your products and services do the same, should they be industry leaders? If not, what do you have to do to become one.
5. IDENTIFY AUDIENCE/ AVATARS
Influencers/Advocates can be very powerful and, if managed properly, can greatly speed up your opportunity to market. Currently, Twitter is the channel of choice for Influencers as they can get their message out their quickly and easily. www.topsy.com www.twitonomy.com Look up conferences where they are speaking, events they are running, look across all social channels. START FOLLOWING THEM.
6. DEFINE APPROACH FOR CORE PLATFORMS
Identify key channels – start with one and master each along the way, where are your target audience, which channels are they using? Within each channel segment each target group, develop Avatars/personas for each group and develop your content against each of these personas on then channel. Facebook – social sharing, shareable content, target ads Twitter – microblogging, post 140 characters Instagram – share pictures and 15 second videos Pinterest – social scrapbook, collections of favourite things LinkedIn – business network, thought leadership Select Channel/Content
7. DEVELOP CONTENT STRATEGY
Two Main Components CONTENT = Business value Messaging/Storytelling Structure PEOPLE = Creation workflow Publishing Maintenance/governance
Content needs to be at the core of the strategy
What does Content do? • Influences customers decisions • Builds trust • Provides purchase path instructions • Upsells • Solicits feedback • It makes money......
Content Considerations • Treat content like a critical business asset • Define real goals and success metrics • Understand the type of content required for the channel selected • Allow time to create valuable, high quality content • Set up regular schedules to create and publish • Start with small articles and build up • Remember time is money – set a budget
Who should owns the content? • Business, IT, Brand Marketing, Strategic planning, Assign dedicated content advocates • Understand content’s environment - internal & the existing communications ecosystem, Technology/infrastructure Go for less content of higher quality, it tends to be: • More user friendly • Better quality • Cheaper to create • Easier to Manage Content Considerations
Content Formats • Formats • Text • Graphics • Video/demos/animations • Games/Widgets • Audio
Tools to get things done more quickly • Post Planner Facebook content management tool • Feedly (w/ Buffer) blog content sharing & scheduling tool • Social Oomph “evergreen content” scheduling tool • Opt-In Monster pop-up plugin • WordPress SEO seo plugin
Remember: The Goal make it useful, usable for the user, purposeful & profitable for business
8. ENGAGE/ IN CONVERSATIONS
Engage Your Target Audience Hear Consider Try Live it Magazine articles –Business Lifestyle writers taking test drives Ad Words advertising Lite micro site development, include survey Brand Facebook page– upload video content Twitter-account article posting Brand videos on YouTube – webcam activity, fine tune search Brand LinkedIn – testimonials on display advertising, sponsored stories Promotion at events, PCI camps, Top Gear, House and Home Show. Build database from sign ups - Twitter, Facebook and Surveys Push to Micro site, sign-up through Search, online display ads Business and lifestyle articles. Micro site Content: -Testimonials -Celebrity endorsement -Video engagement, games, -Competitions across social media. -Chat forums -Opinion pieces -Develop on going CSR Programme -Photography -“help design” and learn about it. -Project information and help Trial products & services at event Invite via Twitter Competition in City Centre GoPro recordings to Vine VIP Invitations to press & selected VIP list. Focus on influencers, advocates, existing customers. Ensure exclusive event covered by all media including own brand team. Purchase products and services, supply aftersales service and follow up. Post purchase: Supply App Initiate push notifications Sales/Service survey Annual event Example
9. MEASURE RESULTS
Basic Measurement tools • Howsociable.com • Facebook Insights • Google Alerts • Gorkana • HootSuite • Icerocket • Klout • Google Analytics • Google Trends • Google Keyword Research Tool • Google Media Planner • Bing Ad Planner • Google Alerts
CONTACT ME

More Related Content

E book ppt

  • 1. SOCIAL MEDIA A guide to building your strategy
  • 2. “You are not your resume, you are your work. “ Seth Godin
  • 3. Strategy (from Greek "art of troop leader; office of general, command, generalship") is a high level plan to achieve one or more goals under conditions of uncertainty. Before you start creating you must Start planning! Ask yourself 3 questions………… 1. WHY are you doing it? 2. Who are you doing it to? 3. What do you want to do?
  • 4. No need to waffle on about how important it is to have a solid strategy and you wouldn’t be here if you thought otherwise so let’s dive right into the steps to creating a successful Social Media Strategy. Along the way there are tools to support your actions and to enable you to get going straight away. We are going to take 10 steps to creating a Social Media Strategy. Some of them you may already have fleshed out and others you may not have thought of – either way run through them and tick them off as you go, it will save a heap of time later. Do you have a Facebook Page already Or Twitter page? If you havent then you have to go to the website page that you want to open and follow the instructions to open an new page – whether Personal or for Business. You will need an email address. If you have already opened business accounts on any social media channels then the best place to start is capture exactly where you are on these channels – reveiew all your activity and write it down. In this way you will have a good idea if your new activities are having effect and meeting your objectives.
  • 5. Audit Review any existing platforms & performance you may be running. Where are you on social media Have you been active on certain channels. If so open up an excel sheet and start putting in the information – list out the platforms and the current number of followers, fans, pinners ect. Engagement Rate Total number of comments, shares, likes Total number of likes Average engagement rate on Facebook – 2% If you already have a few months data then it’s also useful to include engagement and sentiment (get on to www.socialmention.com or create a word cloud with www.wordle.net. Often by doing this, you’ll find some hidden insights which can be really useful for future planning.
  • 6. Set benchmarks If you previously set benchmarks e.g. reach increase of fan base, Twitter followers ect, How did you get on? Did you reach those goals, if not, do you know why not. How many goals did you set – enough/too many? Prioritising any negative sentiment is critical – once your have reviewed sentiment
  • 7. CONTENTS 1. Listen 2. Identify Share of Voice 3. Set Objectives 4. Identify Key Influencers 5. Identify audience/Avatars 6. Define approach for core platforms 7. Develop Content strategy 8. Engage in conversation 9. Measure results
  • 9. • Where are they talking • What are your competitors doing on social • Which sites have the most conversations Go back onto these sites and find out the following: Topline overview of where you are on social check out www.topsy.com, www.addictomatic.com. For more detailed information head for www.socialmention.com & www.hootesuite.com. If you want to find out more about your competitors then sign up for www.howsociable.com. www.google.co.uk/trends/ What are they saying?
  • 11. Now that you have an idea where you are and what people are saying about you, what’s your share of voice (SOV)? Go back to www.socialmention.com or your other listening tools and input your competitors name. You should already have your own positive negative and neutral mentions, now compare to your competitors
  • 13. What are your goals  Increase Awareness  Increase Traffic  Increase Engagement  Develop Loyal Fans  Generate Leads  Grow Business Partnership  Improve Sales Clearly define one or two objectives that are both realistic and achievable with the resources and budgets available. Set one or two to begin with focus on achieving and developing in phases rather than all at one time.
  • 14. Set SMART Goals • SPECIFIC – ensure goals are clearly understood by everyone involved in the campaign – open the campaign to everyone in the company. Prioritize. • MEASURABLE – measure success & failure – key milestones • ACHIEVABLE – keep realistic, what resources do you have, budget • RELEVANT – keep focused on relevant audiences, channels • TIMELY – time bound outcomes, long/short term, fixed or flexible
  • 16. Are you an industry leader? If not, find out who is leading the industry you are in What best practices are they putting in place? Do they have a strategic advantage? What is it? What you’ll find is that Industry leaders have: • A Point of view • Are Credible • Promote themselves as thought leaders • Deliver on promises Can your products and services do the same, should they be industry leaders? If not, what do you have to do to become one.
  • 18. Influencers/Advocates can be very powerful and, if managed properly, can greatly speed up your opportunity to market. Currently, Twitter is the channel of choice for Influencers as they can get their message out their quickly and easily. www.topsy.com www.twitonomy.com Look up conferences where they are speaking, events they are running, look across all social channels. START FOLLOWING THEM.
  • 20. Identify key channels – start with one and master each along the way, where are your target audience, which channels are they using? Within each channel segment each target group, develop Avatars/personas for each group and develop your content against each of these personas on then channel. Facebook – social sharing, shareable content, target ads Twitter – microblogging, post 140 characters Instagram – share pictures and 15 second videos Pinterest – social scrapbook, collections of favourite things LinkedIn – business network, thought leadership Select Channel/Content
  • 22. Two Main Components CONTENT = Business value Messaging/Storytelling Structure PEOPLE = Creation workflow Publishing Maintenance/governance
  • 23. Content needs to be at the core of the strategy
  • 24. What does Content do? • Influences customers decisions • Builds trust • Provides purchase path instructions • Upsells • Solicits feedback • It makes money......
  • 25. Content Considerations • Treat content like a critical business asset • Define real goals and success metrics • Understand the type of content required for the channel selected • Allow time to create valuable, high quality content • Set up regular schedules to create and publish • Start with small articles and build up • Remember time is money – set a budget
  • 26. Who should owns the content? • Business, IT, Brand Marketing, Strategic planning, Assign dedicated content advocates • Understand content’s environment - internal & the existing communications ecosystem, Technology/infrastructure Go for less content of higher quality, it tends to be: • More user friendly • Better quality • Cheaper to create • Easier to Manage Content Considerations
  • 27. Content Formats • Formats • Text • Graphics • Video/demos/animations • Games/Widgets • Audio
  • 28. Tools to get things done more quickly • Post Planner Facebook content management tool • Feedly (w/ Buffer) blog content sharing & scheduling tool • Social Oomph “evergreen content” scheduling tool • Opt-In Monster pop-up plugin • WordPress SEO seo plugin
  • 29. Remember: The Goal make it useful, usable for the user, purposeful & profitable for business
  • 31. Engage Your Target Audience Hear Consider Try Live it Magazine articles –Business Lifestyle writers taking test drives Ad Words advertising Lite micro site development, include survey Brand Facebook page– upload video content Twitter-account article posting Brand videos on YouTube – webcam activity, fine tune search Brand LinkedIn – testimonials on display advertising, sponsored stories Promotion at events, PCI camps, Top Gear, House and Home Show. Build database from sign ups - Twitter, Facebook and Surveys Push to Micro site, sign-up through Search, online display ads Business and lifestyle articles. Micro site Content: -Testimonials -Celebrity endorsement -Video engagement, games, -Competitions across social media. -Chat forums -Opinion pieces -Develop on going CSR Programme -Photography -“help design” and learn about it. -Project information and help Trial products & services at event Invite via Twitter Competition in City Centre GoPro recordings to Vine VIP Invitations to press & selected VIP list. Focus on influencers, advocates, existing customers. Ensure exclusive event covered by all media including own brand team. Purchase products and services, supply aftersales service and follow up. Post purchase: Supply App Initiate push notifications Sales/Service survey Annual event Example
  • 33. Basic Measurement tools • Howsociable.com • Facebook Insights • Google Alerts • Gorkana • HootSuite • Icerocket • Klout • Google Analytics • Google Trends • Google Keyword Research Tool • Google Media Planner • Bing Ad Planner • Google Alerts