Constructing a Social Constructing a Social Media Strategy Media Strategy Gloria Bell Gloria Bell Operations Manager & Social Media StrategistOperations Manager & Social Media StrategistO3 World O3 World

Worksheet #1 Worksheet #1

Determine what your business Determine what your business is going to beis going to be

What kind of business? What What kind of business? What is your product?is your product?

Brick & mortar, online only or Brick & mortar, online only or both? both?

What are your What are your objectives? objectives?

What matters to you? What matters to you?

New customersNew customers

PromotionPromotion

Advertising events Advertising events

Sharing your expertise Sharing your expertise

The Plan – how to meet The Plan – how to meet the objectivesthe objectives

GoalsGoals

Measurable objectives Measurable objectives

StrategyStrategy

Tactics Tactics

Building a Building a plan plan

Know what you are Know what you are trying to achieve trying to achieve

Know why you are trying Know why you are trying to achieve it to achieve it

Know who your Know who your audience is audience is

Know how you will Know how you will measure if it is workingmeasure if it is working

Analysis – Worksheet #2 Analysis – Worksheet #2

What are you trying to achieve? What are you trying to achieve?

Why are you trying to achieve it? Why are you trying to achieve it?

Who is your audience? How and Who is your audience? How and where will you find them? where will you find them?

How will you measure if it is How will you measure if it is working? working?

If you have not If you have not measured, how will measured, how will you know when you you know when you

succeed? succeed?

What are your goals? What are your goals?

How will you measure How will you measure results? results?

What metrics will you What metrics will you use? use?

How will you define How will you define success? success?

MetricsMetrics Be Specific – Be Specific –

Increasing new Increasing new customers by “X” customers by “X”

Add “Y” new fans within Add “Y” new fans within “Z” period of time “Z” period of time

Be realistic Be realistic

Make sure it is really Make sure it is really measurable measurable

Metrics – Worksheet #3 Metrics – Worksheet #3 What are your metrics? What are your metrics?

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Strategy – Step 1 of the Strategy – Step 1 of the How How

What approach are you going What approach are you going to use? to use?

What do you need to consider What do you need to consider to decide? to decide?

Audience – Audience – Who are you Who are you

trying to trying to reach? reach?

DemographicDemographics – Where do s – Where do

you find you find them? them?

Tactics – Step 2 of the Tactics – Step 2 of the How How

What specific activities and tools What specific activities and tools are you going to use? are you going to use?

Decisions should be based on – Decisions should be based on –

-- Where your audience is-- Where your audience is

-- What you are trying to achieve-- What you are trying to achieve

Sample Tactics Sample Tactics

Set up a Facebook page Set up a Facebook page to connect & to connect & communicate with your communicate with your target audience target audience

Post videos on a YouTube Post videos on a YouTube channel channel

Start a blog to share Start a blog to share updates & show your updates & show your expertise expertise

Send out a regular email Send out a regular email newsletter newsletter

Establish a Twitter Establish a Twitter account to communicate account to communicate with your target with your target audience audience

Run a content requesting Run a content requesting your customers submit your customers submit photos or comments photos or comments

Share content – audio, Share content – audio, video and text across video and text across multiple platforms multiple platforms

What to use? What to use?

YourWebsit

e

Fan PagesEvent Pages

Location BasedService

Microblogging

RSS Feed Video SharingBlog

Email/Newsletters

Photo Sharing

Pinterest

Google+

Worksheet #4 – Tactics Worksheet #4 – Tactics

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So I’ve got an account – So I’ve got an account – now what? now what?

Listen / monitor Listen / monitor

Manage the presence Manage the presence

Don’t just push information – ConverseDon’t just push information – Converse

Respond appropriatelyRespond appropriately

Show your expertise Show your expertise

Share & encourage your fans to share Share & encourage your fans to share

Be Human – Be RealBe Human – Be Real

Don’t blog about your product or service, blog about how your product or service fits into your customers’ lives…

-- Mack Collier