Constructing a Constructing a Social Media Social Media Strategy Strategy Gloria Bell Gloria Bell Operations Manager & Social Media Strategist Operations Manager & Social Media Strategist O3 World O3 World
May 17, 2015
Constructing a Social Constructing a Social Media Strategy Media Strategy Gloria Bell Gloria Bell Operations Manager & Social Media StrategistOperations Manager & Social Media StrategistO3 World O3 World
Worksheet #1 Worksheet #1
Determine what your business Determine what your business is going to beis going to be
What kind of business? What What kind of business? What is your product?is your product?
Brick & mortar, online only or Brick & mortar, online only or both? both?
What are your What are your objectives? objectives?
What matters to you? What matters to you?
New customersNew customers
PromotionPromotion
Advertising events Advertising events
Sharing your expertise Sharing your expertise
The Plan – how to meet The Plan – how to meet the objectivesthe objectives
GoalsGoals
Measurable objectives Measurable objectives
StrategyStrategy
Tactics Tactics
Building a Building a plan plan
Know what you are Know what you are trying to achieve trying to achieve
Know why you are trying Know why you are trying to achieve it to achieve it
Know who your Know who your audience is audience is
Know how you will Know how you will measure if it is workingmeasure if it is working
Analysis – Worksheet #2 Analysis – Worksheet #2
What are you trying to achieve? What are you trying to achieve?
Why are you trying to achieve it? Why are you trying to achieve it?
Who is your audience? How and Who is your audience? How and where will you find them? where will you find them?
How will you measure if it is How will you measure if it is working? working?
If you have not If you have not measured, how will measured, how will you know when you you know when you
succeed? succeed?
What are your goals? What are your goals?
How will you measure How will you measure results? results?
What metrics will you What metrics will you use? use?
How will you define How will you define success? success?
MetricsMetrics Be Specific – Be Specific –
Increasing new Increasing new customers by “X” customers by “X”
Add “Y” new fans within Add “Y” new fans within “Z” period of time “Z” period of time
Be realistic Be realistic
Make sure it is really Make sure it is really measurable measurable
Metrics – Worksheet #3 Metrics – Worksheet #3 What are your metrics? What are your metrics?
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Strategy – Step 1 of the Strategy – Step 1 of the How How
What approach are you going What approach are you going to use? to use?
What do you need to consider What do you need to consider to decide? to decide?
Audience – Audience – Who are you Who are you
trying to trying to reach? reach?
DemographicDemographics – Where do s – Where do
you find you find them? them?
Tactics – Step 2 of the Tactics – Step 2 of the How How
What specific activities and tools What specific activities and tools are you going to use? are you going to use?
Decisions should be based on – Decisions should be based on –
-- Where your audience is-- Where your audience is
-- What you are trying to achieve-- What you are trying to achieve
Sample Tactics Sample Tactics
Set up a Facebook page Set up a Facebook page to connect & to connect & communicate with your communicate with your target audience target audience
Post videos on a YouTube Post videos on a YouTube channel channel
Start a blog to share Start a blog to share updates & show your updates & show your expertise expertise
Send out a regular email Send out a regular email newsletter newsletter
Establish a Twitter Establish a Twitter account to communicate account to communicate with your target with your target audience audience
Run a content requesting Run a content requesting your customers submit your customers submit photos or comments photos or comments
Share content – audio, Share content – audio, video and text across video and text across multiple platforms multiple platforms
What to use? What to use?
YourWebsit
e
Fan PagesEvent Pages
Location BasedService
Microblogging
RSS Feed Video SharingBlog
Email/Newsletters
Photo Sharing
Google+
Worksheet #4 – Tactics Worksheet #4 – Tactics
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So I’ve got an account – So I’ve got an account – now what? now what?
Listen / monitor Listen / monitor
Manage the presence Manage the presence
Don’t just push information – ConverseDon’t just push information – Converse
Respond appropriatelyRespond appropriately
Show your expertise Show your expertise
Share & encourage your fans to share Share & encourage your fans to share
Be Human – Be RealBe Human – Be Real
Don’t blog about your product or service, blog about how your product or service fits into your customers’ lives…
-- Mack Collier