your 4 steps to social media gold

Your 4 Steps to Social Media GoldBuilding a strategy to achieve Social Media success

Ella BadisSocial Media Coach, Asia Pacific@Hoot_EllaBadis

Hi!

Ella BadisSocial Media Coach, Asia Pacific

@Hoot_EllaBadis

Hootsuite is the most widely used platform for managing social media, loved by over 10 million people around the

globe and trusted by 800+ of the Fortune 1000.

What does Hootsuite help you do?

Find New Customers

Find new leads and expand your customer base by monitoring

online conversations.

Market Better

Run targeted marketing campaigns with social reach.

Build Brand Awareness

Expand your brand’s social presence by publishing content &

engaging across multiple social channels.

Who uses Hootsuite?

Agenda 1 Why should you be on social?

2 4 Steps to Social Media Gold Plan

3 Access to tools & resources

Tweet me @Hoot_EllaBadiswith your questions

Tip

No time, no resources

Alwayssomething new

Ever increasing number of networks

Lots of noise

Can’t react fast enough

Proving the ROI of social

What is the value?

Challenges for SMEs

Digital in 2016Source: Wearesocial.com

In Person Website Social

Social is the New Front DoorIt’s where your customers learn, seek, discover and decide

“We don’t have a choice about whether we do social media; the

question is how well we do it.”

Erik Qualman

4 Steps to Social Media Gold

Assess your social media presence

Identify gaps

Set profiles

Set your goals

Select social networks

Build content plan

Setup workflow and processes involved

Publish & Share!

Identify metrics

Use tools to measure progress

Audit Develop Engage Measure

Your 4-Steps

Training Step 1:Audit Your Social Media

Social media audit template

MeasureEngageDevelopAudit

We’ll email this toolkit after the webinar!TIP

Step 1: Find all of the social profiles you have and who runs them. Address any content issues.

Step 2: Use Google to find anyone using your brand.

Step 3: Determine what social networks you want to focus on.

Business Goals

Sales

Leads

Word of Mouth

Thought Leadership

Brand Awareness

Social Goals

Online Purchase

Form Fills

Shares, Retweets

Comments, Inbound Links

Reach

MeasureEngageDevelopAudit

Align Goals

Three key points before selecting your social network profiles:

● Understand your target audience (age, location, lifestyle)

● Ensure you know how social fits into your marketing program

● Understand your tone & brand

DevelopAudit

Select the right social networks

MeasureEngage

Every social profile must have:

● Bio / Description○ Insert link to website○ Contact information○ Search Engine Optimization(SEO) description of your

business in profile● Image

○ Profile Picture, Cover Photo ○ High resolution○ Maximum fit & dimension

How to improve your profile?

DevelopAudit MeasureEngage

Training Step 2:Develop Game Plan

Steps to take:1. Identify the information to be publish

2. Create a content calendar

3. Publishing content efficiently

Develop content strategy


How to decide on content to post


What is your brand positioning and tone of voice?

What issues are important to your brand?

How do external parties refer to your brand, such as the media, industry experts, etc?

What is your community interested in when they aren’t talking about your brand or directly to you?

Historical performance: What content has worked and what hasn’t?

Search behavior: What do people search for when they are looking for your brand’s products and services?

Share Industry/Lifestyle News

Promote your products

Converse with customers

Balance Your Message:

Content strategy - Rule of thirds


Theme strategy example: Retail


Monday:Weekend Highlights

Tuesday:Lifehack Tip

Thursday:Behind scenes

Wednesday:Feature of the Week

Friday:Weekend Buzz

M T W T F

Training Step 3:Driving Engagement

What is Engagement?It simply means responding to your audience in a way that evokes a response.

Use keywords to listen to the market and offer input, ideas or content. TIP


Great example of branded cover photo with tagline


● Use images and video● Use ads to reach a target

audience - ie “lookalike audiences’

● Short text posts - favored by Facebook’s algorithm

● Clear call-to-action (CTA)● Use campaigns for promotion



● Branded cover photo

● Says what content will be shared

● “Official” account

● Link to main website


● Hashtag #● Post: 20 < 140 characters

to allow for retweets and comments

● Visual: Pictures result in 35% more retweets



● Hashtags

● Strong imagery

● “Official” account

● Brand aesthetic


● Use company hashtag● Crowdsourcing images

from employees● Share employees’

perspectives



● Great visual● Bio

description

● Tagging another company adds authority

● Clear call-to-action (CTA)

● Ask questions


Finishing Line Step 4:Measure Results & Improve

Social Goals

Online Purchase

Form Fills

Shares, Retweets

Comments, Inbound Links

Reach

Metrics

Conversions

Volume

Reshare, Retweets

Mentions

Total Impressions


Business Goals

Sales

Leads

Word of Mouth

Thought Leadership

Brand Awareness

Identify right metrics to measure

1. Select social media analytics tools, such as Google Analytics, Facebook Insights & Hootsuite Analytics.

2. Use a URL shortener like bit.ly, Ow.ly that can track who is clicking on your content and from what region/geo.

3. Create a custom report and determine how frequently you will review social media metrics (weekly or monthly, for example).

THEN: Optimize your strategy based on the insight you’ve gained from the data you’re tracking.


How to measure?

Tools & Resources

Tools to help win social media gold

Nexology:Analyses your audience, identifies topics and key

influencers

Reputology:Track your competitor

reviews on all the major review sites.

Trendspottr:Find trending

content/hashtags

Define your audience

Look at your competition

Find Good Content

Manage Your Social

Hootsuite:Manage content

scheduling, reply to comments, analyse - all

on the move

Check out these free resources too!

1. Social Media Strategy Guide http://ow.ly/XP6rR

2. Social Media Strategy Template http://ow.ly/XP6uV

3. 6 Social Media Templates to Save you Hours of Work http://ow.ly/XP6zm

http://ow.ly/XP6rR

http://ow.ly/XP6rR

http://ow.ly/XP6uV

http://ow.ly/XP6uV

http://ow.ly/XP6zm

http://ow.ly/XP6zm

Summary

Assess your social media presence

Identify gaps

Set profiles

Set your goals

Select social networks

Build content plan

Setup workflow and processes involved

Publish & Share!

Identify metrics

Use tools to measure progress

Audit Develop Engage Measure

HOOTCMTY003*valid till 31 October 2016

Sign up at hootsuite.com

Coupon code includes:● 3 months’ Hootsuite Pro trial● 3 months’ Hootsuite University● 30-min with Social Media Coach

(worth USD 92.97)

Make sure you also check-out Hootsuite Podium for an officially accredited Social Media qualification:

hootsuite.com/podium

https://hootsuite.com/

Thank you! Connect with me @Hoot_EllaBadis