Developing a Social Media Marketing Strategy - Liam Crowe (Head of Digital Marketing at Klyp)

Developing a Social Media Marketing StrategyLiam Crowe – Head of Digital Marketing@KlypCo

6 Steps to Social Media Success

Step 1: Understand social media

Step 2: Know your audience

Step 3: Set “SMART” Goals

Step 4: Develop a Content Strategy

Step 5: Engage your Audience

Step 6: Start TODAY!

Step 1: Join EVERY social media website

Step 2: ???

Step 3: PROFIT!!!

The wrong way to approach social media

What is social media?

Social media ispeople having

conversations online

There’s more to social media than you may thinkSocial NetworkingInteract by adding friends, commenting on profiles, joining groups and having discussions.

Social NewsInteract by voting for articles and commenting on them.

Social BookmarkingInteract by tagging websites and searching through websites bookmarked by other people.

Social SharingInteract by sharing photos or videos and commenting on user submissions.

Social ReviewsInteract by submitting reviews, ratings and comments about restaurants, hotels and places of interest.

WikisInteract by adding articles and editing existing articles.

A sea of choices…

It isn’t about whichsocial network you are on.

It’s about finding your customers and engaging with them.

• B2C or B2B?

• Why are they on social?

• Are they there to connect or contribute?

• Why would they want to follow you?

• Where are they currently talking?

Who is your audience?

Top 10 Social Media Sites

① Facebook – 12,800,000 (55.0%)

② YouTube – 11,538,000 (49.6%)

③ Wordpress – 5,953,439 (25.6%)

④ Tumblr – 4,352,160 (18.7%)

⑤ LinkedIn – 3,419,712 (14.7%)

⑥ Twitter – 2,548,700 (11.0%)

⑦ Instagram – 1,950,000 (8.4%)

⑧ Reddit – 1,628,000 (7.0%)

⑨ Pinterest – 848,000 (3.6%)

⑩ Flickr – 107,200 (0.5%)

November 2013 – Australian numbers/month (% of AUS Population)

©Adcorp 2013 All figures are accurate as of 2

Dec 2013

Successful social media depends on the quality of your interactions with consumers, not on the quantity of followers or “Likes” you accrue.

Benefits of social media

Social media can show a clear and direct ROI in certain situations, however in most it’s about engaging with new and existing customers.

– Brand building– Relationship management– Product development– Reputation management– Customer interaction– Customer feedback– Customer support– Community building

“SMART” Social Media Goals

By May 1st, I want 10,000 Likes on my

Facebook page.Is this a

“SMART” goal?

NO

Successful social media depends on the quality of your interactions with consumers –

not on the quantity of followers or “Likes” you accrue.

“SMART” Social Media Goals

A better approach…By May 1st, I want to be creating 7 engaging Facebook posts per week that help increase brand awareness and loyalty.

By July 1st, I want to increase engagement with our posts by 10% to help us organically reach potential new customers.

By September 1st, I want to ensure we are responding to all feedback and comments within 24hrs which will help improve customer service.

Aim for 5-7 post styles that will help you achieve your

goals

• History

• Staff and People profiles

• Fun and Humor

• Topical

• Events

• Facts

• Impromptu

• Sales message

Determine your key post styles and messages

Who is their Audience?

• 85% female

• 35-60 years old

• Purchase every ~7 years

What are their goals?

• Brand awareness

Case Study: Sleepy’s the Mattress Experts

You have to engage before you can sell.

Why? Because it’s social media, not direct selling online.

Did you know?On average only 3–7.5% of

your fans see your page’s posts.

Engagement and post visibility

Engagement MetricsEngagement Metrics

• Be visual

• Ask, don’t tell

• Keep it simple

• Use calls-to-action

• Post timing

• Listen and respond

Tips to improve engagement and get your content seen

Be visualNews feeds are cluttered! Make sure you stand out

from the crowd

Ask, don’t tellDon’t talk at people,

include people!

Keep it simpleClear and concise posts are more engaging than

a 5 line essay!

Post timingThe day and time you post can

have a tremendous effect on the engagement level and response

Post timing

• Consider target audience

• Days and times

• Frequency

• Have a timeline

Use call-to-actionsThere is nothing wrong with

asking or encouraging interaction

Listen and respondSocial involves listening and having conversations

Listen and respond

Listen and respond

Start TODAY!

Remember the steps to success…

Step 1: Understand social media

Step 2: Know your audience

Step 3: Set “SMART” Goals

Step 4: Develop a Content Strategy

Step 5: Engage your Audience

Step 6: Start TODAY!

Start TODAY!

Remember the steps to success…

Step 1: Understand social media

Step 2: Know your audience

Step 3: Set “SMART” Goals

Step 4: Develop a Content Strategy

Step 5: Engage your Audience

Step 6: Start TODAY!

Developing a Social Media Marketing StrategyLiam Crowe – Head of Digital MarketingFeel free to contact me: [email protected] or @KlypCo