develop a social media strategy
TRANSCRIPT
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Develop a Social Media Strategy
What is Social Media Strategy?
@2webdesign@2webdesign
Outline
What is Social Media Strategy?
@2webdesign@2webdesign
Outline
How do I use Social Media?
What is Social Media Strategy?
@2webdesign@2webdesign
Outline
How do I use Social Media?
How do I measure
Social Media?
@2webdesign
What is social media strategy?
• Understanding Social Media strategy !• Social Media Options for Your Business !• Selecting Social Media Networks
What is social media strategy?
@2webdesign
@2webdesign
Understanding Social Media Strategy
SOCIAL MEDIA“websites and applications that enable users to create
and share content or to participate in social networking”
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SOCIAL MEDIA“websites and applications that enable users to create
and share content or to participate in social networking”
STRATEGY“plan of action designed to achieve goals”
Understanding Social Media Strategy
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Getting Started
Understanding Social Media Strategy
1
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GETTING STARTED“Where are we now?”
• What social media networks are we currently utilizing? !• What is our goal? !• Who is in charge?
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Understanding Social Media Strategy
Plan & Implement
1 2
Getting Started
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PLAN & IMPLEMENT“Where do you want to be?”
• How can social media help contribute to your business goals? !• What are your business goals?
• Increase traffic to website, improve customer service, increase sales, enhance brand, improve conversion rates,
• S.M.A.R.T/ goals • measurable
!• What do you have the capabilities / resources to accomplish? !!
!!
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PLAN & IMPLEMENT“Where do you want to be?”
• What will you post? • types of content • formats of content
!• Using which tools? !• How often will you post? !• Onto which social networks? !• What’s the best time to post?
• during commutes, coffee breaks !!
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Plan & Implement Execute
Understanding Social Media Strategy
1 2 3
Getting Started
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EXECUTE“Getting there”
• Publish content calendar !• Engage !• Interact
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Execute Measure
Understanding Social Media Strategy
Plan & Implement
1 2 3 4
Getting Started
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MEASURE“How will we know if we’re successful?”
• Set KPI’s to benchmark progress against • activity, reach, engagement, acquisition, conversion
!• Collect data !
• Analyze and report !• Not size of following but engagement and interaction !!
!
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OptimizeExecute Measure
Understanding Social Media Strategy
Plan & Implement
1 2 3 4 5
Getting Started
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OPTIMIZE“How can we do this better next time?”
• Make adjustments as necessary to improve strategy next time !• A/B Testing !
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Social Media Options for Your Business
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Social Media Options for Your Business
Facebook TwitterLinkedIn
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Google +Pinterest Youtube
Social Media Options for Your Business
Facebook TwitterLinkedIn
• B2C • industry: “kitchen-sink”
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Demographics: • educated • women • ages: 18-29 • suburban • income: less than
$30,000 year
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• B2C • industry: “kitchen-sink”
• B2B • recruiters, job-seekers • professionals • industries: technology, finance,
manufacturing
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Demographics: • men • ages: 30-49 • educated • income: $75,000 • urban
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• B2B • recruiters, job-seekers • professionals • industries: technology, finance,
manufacturing
• news, breaking info, in the moment, up-to-date
• industries: marketing, sports, news, technology
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Demographics: • men • ages: 18-29 • educated • income:
$50,000-75,000+ • urban
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• news, breaking info, in the moment, up-to-date
• industries: marketing, sports, news, technology
Pinterest, Google+, YouTube
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• visual • industry:
fashion, design, travel, food, home hardware, diy
• female
Pinterest, Google+, YouTube
• visual • industry:
fashion, design, travel, food, home hardware, diy
• female
• video • short • industry: media,
communication, information
• demonstrate expertise
• SEO friendly
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YoutubePinterest
Pinterest, Google+, YouTube
• visual • industry:
fashion, design, travel, food, home hardware, diy
• female
• SEO friendly • authorship • industry:
technology, engineering
• B2B
• video • short • industry: media,
communication, information
• demonstrate expertise
• SEO friendly
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Google +PinterestYoutube
Vast Social Media Landscape
• Instagram • Snapchat • Vimeo • TripAdvisor • Urbanspoon • Yelp • Foursquare • Tumblr
• Stumbleupon • Delicious • Digg • Reddit • Itunes • Flickr
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Selecting Social Media Networks
• Where are you currently active? !• Where are your customers active? !• Where is your competition active? !• What makes sense for you? !• Where are you interested in posting?
What might be ‘fun’?!
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How do I use Social Media Platforms?
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How do I use Facebook?
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How do I use Facebook?
• Get found by visitors searching for your company or products !• Promote your marketing offers to convert followers into leads and
customers !• Create a community to connect and engage with
• current and potential followers !• Attracting customers !!!
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How do I use Facebook?
• Create new/update existing account • address, description
!• Customize with branding
• high quality cover photo • url: facebook.com/2webdesign
!• Learn language
• notification, status update, friend, timeline, like, tag, comments, edge rank, fan, insights
!!!
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How do I use Facebook?
• Post consistently !• Create engaging/interactive content with CTA’s
• articles, blogs, white papers !• Include keywords in image ALT tags, tags, descriptions, file names !• 80/20 Rule !• Be human and have fun! Converse!
• open ended questions, polls, respond to comments
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Measuring Facebook Effectiveness
• Tools: Facebook Insights !• Insights appear when pages have 30+ likes !• Breakdown of page likes, post reach, engagement, demographics,
and location !• What’s working and what isn’t!?
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How do I use LinkedIn?
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How do I use LinkedIn?
!• Growing your reach !• Increasing awareness !• Optimizing for search !• Generating more leads !
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How do I use LinkedIn?
!• Create new/update existing account
• address, description, company info !• Customize with branding
• profile picture, cover image • url: linkedin.com/company/2webdesign-com
!• Learn language
• profile, connection, recommendation, endorsement, recruiter !
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How do I use LinkedIn?
• Post consistently • stellar content to position you as a thought leader
!• Find Contacts
• search, advanced search, email, groups • send personalized messages to really connect!
!• Join groups
• comment, respond, post !• Engage
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Measuring LinkedIn Effectiveness
• Tools: LinkedIn Analytics !• Breakdown of impressions, clicks, interactions, followers acquired,
engagement, follower demographics, page views, unique visitors
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How do I use Twitter?
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How do I use Twitter?
• Relationship building !• Relationship management !• Customer service tool !• Driving traffic to website !• Create buzz about events !!
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How do I use Twitter?
• Create new/update existing account • address, description
!• Customize with branding
• header photo, background, bio, branded avatar • url: twitter.com/2webdesign • handle: @2webdesign
!• Learn language
• tweet, RT/retweet, #hashtag, @, DM/direct message, ICYMI, favorite, follow, list, mention, reply
!!
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How do I use Twitter?
• 2/3 rule !• Post short, sweet, and often
• use images/audiovisual content to encourage interaction • include images, links • Include CTA’s with content
• ask to RT
• Direct and Indirect lead-gen tweets !
• Respond in real time !!!
!!
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Measuring Twitter Effectiveness
• Tools: Twitter Analytics !• Breakdown of tweets, impressions, profile visits, mentions,
followers, top tweets, top mentions, top followers, monthly tweet highlights
!• View tweet details: time of impressions
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How do I use YouTube?
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How do I use YouTube?
• Demonstrating products/expertise !
• Creating community !
• Leveraging events !• Learn, watch, and entertain !!!!!
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How do I use YouTube?
!• Create new/update existing account
• address, description !• Customize with branding
• channel icon/name, info, description, tags • channel url
!• Learn language
• subscribers, cards, videos, likes/dislikes, channel, community !!!
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How do I use YouTube?
• Short 60-90 second videos !• SEO optimize video: description, file name, tags !• In video branding !• Training, customer support, sales, promotion, testimonials !• Update content regularly !• Link content to website
!!!
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Measuring YouTube Effectiveness
• Tools: YouTube Analytics !• Breakdown of views, demographics, traffic sources, devices,
engagement, subscribers, likes, dislikes, comments, cards !• Audience retention report
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How do I use Blogging?
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How do I use Blogging?
• Set up blog • About us, description, bio
!• Customize with branding
• custom URL if possible !• Learn language: blog feed/RSS, alt tag, anchor text, article/post,
author, category/tags, CMS, comments, favicon, header tags, hyperlink, keywords, meta description/keywords, permalink,
!• Determine schedule !• Determine what to post through keyword research !
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How do I use Blogging?
• Create content • ebook, whitepaper, guides, templates, checklists, blog posts,
webinars !• SEO optimize content with meta tags/alt tags !• Publish content !• Disseminate content through social media networks !• Capture subscribers/leads through landing pages
!!!
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Measuring Blogging Effectiveness
• Tools: Google Analytics, Coschedule !• Breakdown blog traffic, referral sources, individual post views, top
performing posts, leads, page views, comments, shares, subscribers
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Paid Advertising
• Twitter Ads • promoted
tweets • targeted
• LinkedIn Ads • sponsored
updates • targeted
• Facebook Ads • boosted posts • targeted
Facebook TwitterLinkedIn
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Additional Measuring Tools
!• Google Analytics
• Social Network referral traffic !• bit.ly
• shortening links • tracking links
!• HootSuite
• manage multiple accounts • monitor mentions !
• Klout • influencer score
!!!
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