Transcript
Social Media Strategy – Phrase 1Tran K. Nguyen
Atlanta, August 5, 2016
Why social media?
How to achieve social media goals?
What are the next steps?
Q&A
Agenda
Why social media?
Over 90% of B2B buyers are already using social media tools,
often to research and execute purchases.
Forrester Research (Feb 2009)
“Business customers are exposed to the same dynamics of peer-to-peer networks and opinions that influence individual consumers.”
From: http : / /www.mckinsey.com
Why social media?
• Facebook ads period: June 24 - June 28• Number of registrants: 64– Outside Compass: 18
Is there any correlation?
24-Jun 25-Jun 26-Jun 27-Jun 28-Jun0
20
40
60
80
100
120
140
160
Impact of Facebook ads
Facebook click Webinar registrants Outside Compass
Organizational Goals
Brand Awareness• Young, fresh, vibrant boutique brand
Sales• Increase from 57 million to $100
million in 5 years
Recruitment• Attract young talent to the
organization
Social Media Goals
Reach• Generate brand awareness among 23-65 year
olds by reaching ___ people by the end of 2016
Action • Increase sales inquiries from social media sources
by ___% by the end of 2016.• Increase interaction on Facebook with current
customers, have 100% current customers connected
Shares, Likes, Comments• Increase likes & comments on Facebook to ___
comments per post by the end of 2016
Social media goals
I I – How to achieve our social media goals?
Buyer personas
Our value proposition
Our social media personality
Decision makersat government and non-government agencies
age with dignity!
- Kelly, 40 years old, - Director of Operations for the Community
Council of Aging
Boomers
- Peter, 65 years old, an empty nester- Having diabetes
How do we solve our clients’ problems?
Putting it together
• A middle-aged woman who is compassionate and witty
• Believing in aging with dignity and independence.
• Witty, knowledgeable, humble, and graceful
• Vintage style with modern feel
I I I – What are the next steps?
Competitor audit
Best practices
Actions
Competitor Audit
NameTotal Fans
Posts per Day Pictures Links Video Others
Engagement per post
71 0.41 54.2% 29.3% 16.7% 4
9,365 0.64 4.2% 79.2% 12.5% 4,2% 5
10,114 0.67 100% 5
1,919 0.57 75% 12.5% 8.3% 6
Best Practices
Best Practices
Freshly – Food companyThe Motley Fool – Financial company
Cisco - Tech company
Yum!
Show company size
Show company culture
Show social stance
Deadline: Mid SeptemberStep #1: Step #2: Step #3:
Deciding on: GoalsAudience’s desired actionsPersonality
Who: ‘smarketing’
What are the next steps?
Building relationship andconducting UX research
How often? What interest you? What not interest
you?
Polish the basicTabsButtons
Looking forward
Thank you very much!
Should we get on Twitter?
Is this the right social media channel for your business and does your target audience use Twitter?
Do you have the human resources available to effectively run your Twitter profile?
Do you have the financial resources to grow your followers with advertising on Twitter?
50% Use strategic storytelling to communicate value props40% Provide educational content for decision-makers at government and non-government agencies10% Provide senior independent living news and tips
How much of each content?
Where is Social Media in the Buyer’s Journey?
The first impression Consistency
- Similar?
- Different?
The full buyer’s journey
top related