Build Social media strategy / Marie-Alice Boye / eMarketing & more

steps

to build your

Social Media Strategy

7

☺ Massive usage– 1 human / 8 on Facebook– 40% check several times daily

☺ Viral potential – Sharing / liking behaviors– Buzz succes stories

☺ Simplicity– Free visibility– Advertising budget from 10$– Targeting options

▼ Noise– 100,000 tweets / min– 48h of video uploaded / min

▼ Ereputation risks– Control of conversation– Bad Buzz

▼ Not like traditional Marketing– Conversation– Long term relation– No direct sales

Is the Ultimate Marketing tool Social Media ?

> Need for a specific approach <

One word : Social Media multiple realities

Serious Fun

Business Casual

One common Fuel Interesting Contents

medecine go down !A spoonfull of sugar makes the

Know your targetUnderstand its Triggers

Feed them relevant contents they will thrive for

(… and then only you may talk about yourself … a little !)

Decide on an editorial positionningSTEP 1

It’s OK to recycle Content already exists and

Create contentsSTEP 2

> 500,000 new blog posts / day

Curate / Mix / revisit Be innovative and visual

Keep your eyes openSet up the intelligence tools

Hanging out ?Where are your target

Choose the most relevant plateform(s) for youSTEP 3

• The average user receives >280 pieces of content everyday

• Only <10% of Facebook page fans see page posts

• 92% of Retweets happen <1hour after publication

How to get your content to be seen by the right people ?

> Need to promote your contents <

Nurture your ownOnline communities

Regular qualitative contents Reactive & helpfull management

Reward active members

Build a strong communitySTEP 4

Up to date information

• Always acknowledge interactions

• Be (very !) reactive

• Varie contents and formats

• Avoid deleting

• Be honnest and straighforward

replies

• Have Random Acts of Kindness

Community management Best practices

Beyond this communityEncourage sharing of your content

Encourage viralitySTEP 5

Make your contents easy to share on different plateforms

Don’t hesitate to occasionally ask for it

Reach out to other influent communities

• Do not SPAM

• « Serendipity » approach (long term identification process)

• Personal approach

• exclusive and customizable content

• Reciprocity and rewards

Contacting influencers Best practices

Can go farA few coins

Use targeted advertising

Reach your target audience Grow your community

Increase visibility of contentsDevelop brand awareness

STEP 6

FacebookSocial Media advertising

Promote your page and / or posts

Newsfeed ad

Right column

ad

Sponsored post

Target precisely

Monitor budget

LinkedinSocial media advertising

Ads or sponsored updates

Detailled profiling

TwitterSocial Media advertising

Promote accounts, Tweet or #

Targeting options : Gender, location, interest, keyword (for Tweets only)

MonitorKeep improving

MonitorSTEP7

Growth of your community

Reach and audience

Engagement

Key stepsSocial Media Marketing

Editorial positionning

Contents

Choose plateforms

Build your community

Encourage virality

Advertise

Monitor

STEP 1

STEP 2

STEP 3

STEP 4

STEP 5

STEP 6

STEP 7

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