James PendletonSocial Media Strategy

Importance of Social Media

Implementing Social Media strategy

1. Assessment

2. State Objectives

3. Define Targets

4. Plan of Action

5. Establish Tools

1. AssessmentInternal: Assess company strengths and

weaknesses and how they fit into business plan

External: Assess current position within relevant marketplace

Define yourself in a simple statementE.g.: JP is local

Search for opportunities

2. ObjectivesJames Pendleton Objectives for 2012:

Establish an effective, consistent and dynamic Social Media presence with strong online image

Become an engaging online reference

Collect client feedback and improve customer service

Create an effective long term online presence

Ensure consistency, service and reactivity

Improve company website SEO rankings

Build client and business databases

Motivate team and extend recruitment reach

Support and strengthen marketing campaigns

3. Targets Define your target

audience: as specific as possible

Consider both current and future clients

Each Social Media tool has a different target audience

Tailor messages to target groups

Communicating with Target Audience

Content is King

Provide interesting, qualitative, relevant content

Simplify client’s life

Entertain your audience

Information

Communicating with Target Audience

Engage your Audience

Establishes an emotional connection

Engages, tells a story and encourages a brand journey

Promotes company expertise and establishes thought leadership

Builds loyalty and trust through increased reactivity

Provides a service

Improves Click Through Rate 

SEO and Social MediaIntegrate SEO and Social Media to maximise

effectiveness

Identify relevant key words

Extend key words field based on your target groups

Make all online tools consistent in terms of key word and language use (website, cross links , blogs, Social Networks)

Plan of ActionBuild an action plan with separate strands for

each Social Media tool

Develop timescales appropriate to each objective and tool

Content Posting Timescale Guide

Internal   External  Facebook Post 3/day Facebook Groups 1/day

Tweets 3/dayLinkedIn group

discussions 1/weekBlog 1/day Blog comments 1/week

LinkedIn Status 1/day SEO articles 1/weekLinkedIn Post 1/week    Website News 1/week    

Newsletter 1/month    

FacebookEffective tailored design

Interactive contentFlexible ads

Competitions

New tailored FB tabs

• Increases recognisability of brand

• Convenient and navigable

• Consistent design = reliable resource

Interactive and interesting content

to generate dialogue

Facebook AdsIdentifies effective target groups

Increases Brand Awareness

Strengthens long-term presence

Fully flexible budget

James Pendleton:1,644,569 Impressions

CompetitionsEngage & Create Dialogue

Increase Brand Awareness

Build database

James Pendleton: 251 participants

Effect on number of Facebook Fans

+ 27 Fans daily!

Weekly Reach of 1389

81 people talking about us

Facebook – Competitors

TwitterEfficient information sharing

Build databaseExtend reach

Relevant, informative interaction

Establish company as a human, accessible and current source of relevant information

Allows company to gauge online influence and isolate areas for improvement

Quality over Quantity Review and edit followers and

followings lists

Identify relevant connections

LinkedInProfessional

Tool for discussion, sharing and networking

LinkedIn Increase network of relevant

contacts

Become a reliable source of information

Establish a group as discussion platform

Interact and share with other relevant groups

James Pendleton

+300 relevant contacts

Estate Agency discussion group: 176 members

BlogsExtend your brand territory

Share your thoughtsLink everything back to your brand

Blogs Tailor blog content based on targets and

company definition

Become a reputable useful resource

Respond to current events

SEO support

James Pendleton

Creation of 2 new blogsSouthwest-london.comNews-estateagency.com

Over 1300 views

TumblRImage led blogging

Convenient for clientPuts power in the hands of clientsCapacity to be creative and illustrate in new ways

VideosCreative platform

Engaging and attractive

Video Content

Dedicated YouTube Channel embedded on website

Attract business, provide relevant and interesting information

Increases SEO presence and site visit duration

PinterestVisual Impact

Illustrate your brand territory

PinterestImage led-alternative, vibrant communication

style

Quick and convenient sharing

Fast growing platform

ConclusionPinpoint your current market position

Sum yourself up

Combine objectives with targets

Tailor communication style to suit platform

Develop relevant tools and dedicate enough time to all of them

Build lasting, varied, quality connections

Engage with your audience and extend your brand territory