social strategy: where inbound meets outbound
TRANSCRIPT
Social Strategy
Where inbound meets outbound
From Outbound to Inbound …
Your website @ the core.Generate leads on owned media.
Website
Events
Conversion on your own website
Website tactics
(newsletter sign up, whitepaper download, event registration, …)
Social inbound & Social outbound
Listen first, talk later.
Social Media Strategy without Campaigns
It’s structural. It takes time & effort.
Campaigns for reach are OK. But in social, reach should not be focus.
Inbound social(care)
Outbound social(educate)
GOALS GOALSKPI KPI
strategy
tactics
activities
Set-up monitoringEngage in conversations
Help people outCurate external content
Set-up team Editorial planning
Processes Crisis Communication
Monitoring Tools Set-up
Hoot suite for social channels
Google Alerts for the entire web
Hoot suite
Hoot suite
Google Alerts
Inbound strategy
Listen and jump in when: - You can help
- The content helps- It’s about your brand
Inbound strategy
Define response scenarios for topics
(outbound meets inbound)
Inbound strategy
Think crisis communication as well.
What potential crises?How will we react?
(outbound meets inbound)
Outbound strategy
Editorial planning.
Linked to Sales focus.
Editorial outbound planning
What content to who at what time through which channel?
Editorial outbound planning
To who?
Map your audience. List pains, content preferences & channel preferences.
Audience Mapping 1: people
FTE
Decision maker
Audience Mapping 2: pains & values
FTE
Decision maker
Audience Mapping 3: channel & content preferences
FTE
Decision maker
Audience-Content MapLink content values of audience to
content types and channels
Audience with content values
Content to create
Editorial outbound planning
At what time on which channel?
Timing - Calendar (align with e.g. cold calls by sales)
(align with industry events)(define a SMART frequency)
Editorial outbound planning
How to generate social reach?
• Keep calm and never give up
• Use your internal ambassadors (seeding)
• Connect with influencers
• Campaigns (LinkedIn PPC, De Tijd, Kanaal Z)
• E-mail signatures refer to social presence
• Don’t do social media marketing to get reach
– Do remarkable stuff, do good.